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Local SearchDrs. Facebook Marketing: From How to Get "Liked" to How to Get Business Local, Social and Mobile Business Marketing Made Easy
LocalSearchDrs.Facebook Marketing: From How to Get
"Liked" to How to Get Business
Local, Social and Mobile Business Marketing Made Easy
1,000,000,000+ 3,200,000,000+ Likes/day
78,000,000+ People20,000,000+ Reviews
500,000,000+ People400,000,000+ Tweets/day
Consumers Expect YOU to Be Social
• 95% of mobile Internet users consult directories & social mediabefore going to a local business. 88% take action within a day!1
• 93% of consumers believe a company should have a social mediapresence2
• 85% of consumers believe a company should interact with it’scustomers on social media2
• 11% of a local businesses’ next hire will be a social media manager3
1 “The Mobile Movement: Understanding Smartphone Users” (Google & Ispsos OTX 2011) 2 Cones Business in Social Media 2011 3 Streetfight Mag 2011
Facebook is …
• A great way to getcustomer feedback
• An extension of yourcustomer service
• A way to network withgroups and communities
• A channel to identifyprospective customers
• And yes, a PR channel
67% of B2C and 41% of B2B companies that use Facebook for marketing have acquired a customer through this channel
But Don’t Be This Guy
“Buy this. Buy that. Buy now. Look a sale. Buy this, it’s new. Buy this it’s a value. Buy this it’s great. You should buy now. BUY! BUY! BUY!”
Doing It Right Requires Effort & Time
53% of active social networks follow a brand
Want a Great Facebook Page?
• Embrace Images!– Cover Photo– Timeline– Tagging fans
• Pin your top posts (new visitors see your beststuff)
• Highlight your fans (Recent posts by others)
Madame Paulette
Stunning images for a couture cleaning and restoration company.
Social Proof
• Highlight your fans(Recent posts by others)
• Encourage fans towrite a recomendation.
What to post … • The right "rst question might be how should I
respond to people, but…• Show off your expertise• Share information that makes them feel special
– Secrets of the business, "rst access to specialevents, etc.
• Do not over-share! How often do you thinkyour customers want to hear from you?
Tip: Remember that only 20% of your followers will see any one post. Repost and reuse.
Posts with 80 characters or less receive 23% higher interaction
BUT…75% of posts are longer than that
Share Your Expertise
• Shows pictures and what settingsthey were taken with
• Answers questions about products,availabilities, pricing,recommendations
• Shares expert product articles
Photo posts receive 39% higher interaction than average
Share Photos & Videos
• Pick things that areinherently shareable– Inspiring– Funny– Challenging– Interesting– Appealing (Food
porn)
• Photos are easy!
Yes … Offer a Deal • It’s often less than the cost of
acquisition• Reward loyalty & sharing
– Marketing to existing customers is8x more cost effective!
• Focus where it helps you most– Focus on off hours / days– Less popular products, new
products that need awareness
• Reward sharing
Engagement Techniques
• Posting at the right times
• Posting easily shareable content (photos,
videos, polls, viral coupons)
• Ask for opinions (Flavors, Taglines, etc)
• Remind customers to Check-in
• Always Respond!
Engagement Techniques
• Don’t be afraid
to get personal!
Want more stats?
Post that say things such as “Like, Caption This, Share, Yes, No and Thumbs up” receive 48% more interactions
Posts that ask fans to share have 7x the share rate than posts that don’t ask fans to share
When fans are asked to comment on posts, they receive 3.3x higher comment rate
When fans are asked to like a post they receive a 3x higher like rate
Posts that use winner (giveaways) receive a 68% higher interaction than average
Posts that have a question located at the end have a 2x higher comment rate
Using a “"ll in the blank” post return 4x as many comments as those that don’t
How do I get MORE fans?
How do I get fans?
• Targeted advertising on Facebook– Sponsored Pages– Sponsored Posts
• Integrate the Facebook LIKE into everything(web, email, etc.)
• Check-ins get shared across a fan’s network.Place a sign at the register/front door– **Use both Foursquare and Facebook**
• Successfully networking in groups
Targeted Advertising
Target your Page/Post by
• Neighborhoods & Zip Codes• Age• Gender• Interests• Target friends of People• Relationship Status• Education
Integrate LIKE on Your Site
Those are my friends, and I’m more likely to engage.
You Have to Go to Them
96% Who Like You Never Revisit Your Facebook
Page!!!
L
To Outsource or Not?
• Where's the line…Don't mess this up vs. justdo it.
• Feel comfortable outsourcing it. Consider iton the job training.
• But don't hire your nephew. You don’t want a23 year old managing your social media –they don’t have the right experience.
• For every 800 people that say they do it,there is only 1 that actually knows how.
What Do You Measure • Likes and Followers• People Talking About You & Reach• Sentiment (positive vs. negative)
Comscore released a study earlier this year that showed how business brands that post at least once every day will reach 22% of their fans in a given week.
Engagement Metrics
Consistency Matters.
Who is interacting with me?
Age and Gender: Likes vs. Talking About This
Time Is Your Most Precious Resource
• Leverage Great Tools– Social Media (Postling, Sprout Social, Nutshell Mail)– Email (Constant Contact, Mailchimp)– Local Directory Optimization (eGumball, Yext)
• Or Better … a Single Platform (LocalSearchDrs.)• Find Partners Who Have Great Service & Education
(LocalSearchDrs.)
Your Local Internet MarkeAng SoluAon
Let Us Know How We Can Help You!
[email protected] www.LocalSearchDrs.com
Tel: 610-437-8822 Toll Free: 955-943-8736
