Just by virtue of you having a great page they will generally just like your page. People are pretty free and easy about liking Facebook pages. It’s how you keep communicating with those people who’ve liked your page and making sure that you have their email address as a backup, that’s important. And then you’ve got two really great channels to keep nurturing those prospects and then offering them, you know, good services whatever your offer is as you go, so that that’s the way that you’re going to be getting sales from them.
How Victoria has helped James
James: So, in our case, we’ve just been setting up one of those things like a page just to capture email leads. Can you explain how that happened? How did we do that?
Victoria: Okay, so what we wanted to do with James’ page is that James has got great engagement or you’ve got great great engagement on your page and you know it’s been a valuable channel for you in terms of traffic and leads, but it was a matter of when you landed on James’ page you got a sense from the posts what James’ message was about but really in terms of visually, it was really hard to see straight away what James was offering, what his business was about and how you could access more from James be it from a free perspective or a paid perspective.
So, what we did is we changed his timeline cover just to, you know, a nice image of him and his name. I just kept it super simple. Put a profile picture that included his business name and then, or yours, I keep referring to you in the third person and you’re right there, but…and then with the Facebook app you can custom code. Whatever you’d code on a website, you can custom code on a Facebook app that then becomes another page on your Facebook page. So, what we were able to do was create an opt-in or a landing page, just a general squeeze page, that had a giveaway for his Wealthification program so many of you will be familiar with the Wealthification Business Wealth Training.
James actually was already doing this on his website – giving away two free modules of this training. That’s a great value incentive for people to connect with James and an excellent reward for trading an email address. So why not put that where a lot of his community already is, and they are on Facebook. We were able to put that in an app. Highlight that under the timeline cover. We’ve put two free modules under there. So, go to his page and take a look at Facebook.com/superfastbusiness and you can see it in action there. But, there’s another step on top of that that needs to happen and just setting that up won’t, you know, bring you a flood of leads. There is a paid component and a promotional component that needs to be added on top. And that’s using Facebook ads in conjunction with your Facebook page.
So, a lot of people may have tried Facebook ads and…but used to paying, you know, a dollar a click in some niches and thinking it’s just too expensive, it’s not working. But if you have the funnel set up right and you’re offering something of value at no cost to build your list and you have the backend to offer products and services for sale once you’ve got their email address, then this strategy can work very well to not only build your email list, but also build your Facebook page, your activity and your engagement. Once you have that page, what I recommend and what we’ve just kicked off for James is doing posts that include a link to the lead capture page on Facebook, so we’re keeping them on Facebook.
We do a post that has a quick “call to action” pointing people to the free offer or the value, and you know, obviously you don’t want to scream FREE! FREE! all the time, but it depends what your messaging is, who your market is; you know that the best. But just keep it super short, so don’t write, you know, three or four lines. A lot of people do make that mistake on Facebook of writing really long posts. They don’t get as much engagement and for this purpose, it’s really important that you don’t do that. One sentence maximum, put a link (preferably a shortened one because you don’t want to take up too much space) to the Facebook application and then what you can do is either, if you have more than four hundred fans, you can make it a promoter post where you just promote it to people who have already liked your page if you’ve already got a community happening, or if you’re like many people who are still lingering around a couple of hundred fans, then what you can do to build your fan count, and then the side effect is also getting your email list, is do a page post ad.
So once you’ve posted that on your Facebook page, you can go into the ads manager and select that you want to promote a page post. Click on that and what that will do is show up, add a nice image in the post; that’s really important as well – you want to add an image. And then, what happens is that promoter or that page post actually shows up double the size of a normal Facebook ad. But even better than that, you can be getting clicks for, you know, around ten to twenty-five cents rather than paying, you know, upwards of a dollar like some people do when they jump into Facebook ads. So I think getting traffic to an offer for, you know, anywhere from ten to thirty cents is, you know, pretty good value traffic.
Now obviously you’ve got to then convert them on the other end, after you’ve got their email address, to get the revenue but we all know, you know, leads are valuable if you’ve got the right channels afterwards. So, that’s my advice. Using page post ads and once you’ve built your fan page above four hundred fans, you can use the promoter post, which start showing up in your fans’ news feeds.
James: Did you actually take a breath then Victoria?
Victoria: No, I was about to say, “That’s a lot, isn’t it?” It sounds really confusing. It’s not that confusing.
James: You must know this stuff back to front. I mean, it’s fascinating to listen to that. I could literally go and make a coffee while you explain this.
Making the apps
James: How does one actually make these apps? Like, you know, in this case, you’ve gone away and created something. Come back to me and said, “Here is your opt-in page”. I mean, it looks fantastic. How does someone make that?
Victoria: Okay. There are options to make them yourself with software. There’s free software that you can do that with. So, the one that we’ve done on your page is actually done using an application or a software program called “Woobox”, W-O-O-B-O-X.com. Now, you can download that and get one free tab. So, if you’re nifty with some coding, then great, you can put your code in there and it pops up and all is well. If you’re not as nifty with coding and I’m generally not, so one of the ways that you can do it at no cost if you already have, you know, a page on your website that you’d perhaps like to import into Facebook, is go to either Woobox or there are other creation tools as well. One is called Fanpageengine.com. Another one is called Pagemodo, P-A-G-E-M-O-D-O.com.
There’s a whole wealth of them, you can actually just Google, you know, “create a free Facebook app” and you’ll get a lot of different software options. Now, generally they do give you one for free, so don’t pay for it. If you’re handy with the coding, all you generally need to do is install that app on your fan page and then follow the drag-and-drop software prompts in the tool to add your code or a link in an IFrame.
The main difference between Facebook app page and normal webpages, and this is the bit where I kind of run into trouble and one of the most frustrating parts, is that those apps only are 800 pixels wide. So, if you take a normal webpage, often it will be too wide and it’s going to get all wonky. So that can be kind of annoying and sometimes it’s not just a matter of cutting and pasting, you might need to just get your webpage redone in a more narrow size.
Once you’ve done that, essentially, if you do already have a webpage that’s going to fit in there, you can do it for free, which is even better. I’ve got resources on my blog, Marveo.com, that show you how to do that. It’s best to watch somebody show you on a video. Also, a lot of those software tools will have videos in showing you how to do it. It sounds overwhelming but once you kind of break it down, it’s not too hard.
On getting it done for you
James: Well, the reason I asked for you to do it for me is because I don’t want to be a code monkey. Got other things to do in my business, so I strongly recommend that people just get this done and don’t try and be a “web tech expert”, unless this is your specialist field. It’d better to have these things done. But the interesting thing for me is when we said “make it happen” and you went out and installed it, we added a tracking code to the opt-ins so that I know which ones came from that particular page. And this morning, we logged in after just setting it up yesterday.
And already today, there were, I think, eleven opt-ins that were tagged to that particular opt-in that just appeared from nothing. So I could either be trying to learn code for the next few days or I can just start receiving these opt-ins which are probably going to happen. I’m guessing, you know, I’ll probably get ten every eight hours. I’m probably going to get an opt-in every hour on the current run rate unless we change something and I imagine we’ll be optimizing and increasing that.
Victoria: Yes, absolutely. And also the important point there about “not doing it yourself” is that the conversion elements on Facebook are different to a general website. Then they’re not totally dissimilar but there are some things that, you know, that you need to be aware of. So, putting something together and it’s still looking a little janky is going to, you know, impact on your opt-ins and particularly if you’re paying for leads, I don’t want anyone to waste any opportunity. So, I figured something that I know I’d get somebody to do it for me because I don’t sit there and code it either. I know what works and I know how to, you know, create something that looks great and works well but I don’t sit there and actually code it myself either because I haven’t got time or the patience for that. So, I completely support your notion.
James: Well, and the thing is, you’re getting access to a whole bunch of customers right? You’re seeing heaps of different campaigns and working really hard on getting results so you can “go straight for the jugular”, so to speak, and set up something out of the box that’s going to be close to the mark compared to someone testing it. The other thing that is a concern for me having tried to do things before, I once set up a blog that was ‘IFramed” in a fan page or something, but Facebook, from time to time, tend to change things and I think it’s good to have that support of someone to be able to just come along and update it rather than having to be responsible for when things break.
Victoria: Absolutely, yeah. That’s a great idea. So, yes, I think that that’s a fair step. You want to be capturing leads on your Facebook page and that goes back to your Own The Race Course philosophy. You know, you then got the backup that if something happened with Facebook or Facebook started dropping in popularity or whatever it may be, you’ve got your backup that you’ve been building your list and you’ve got another way to contact all those people. But on the flip side, if Facebook continues to grow, you’re building another community on Facebook that you can keep talking to for free once you’re building those fans, don’t forget. So, you’ve got another place that this kind of starts combating a bit of those lower open rates.
Unless you’re some sort of superstar, not many people are getting kind of thirty to forty percent open rates. I mean, it depends what email software you use because some… AWeber tends to be a lot higher than the others but, you know, it’s pretty hard to get to all your email list even just via sending weekly emails. This way, you can start using your Facebook page to be talking to people too and it’s just a much friendlier, easy way to get a message out because people are already on Facebook. You show up in their news feed and they see, you know, a little quick message from you with maybe a link or something of value and, you know, they’re a lot more receptive because they’re looking often at kind of wasting time or escaping from their everyday life so they’re often in a really receptive mood to investigate what you’ve got to offer. So, that can be a really good way to build on your email marketing.
The importance of the header
James: Nice! Now, we’ve just changed the header on my fan page. Can you tell me what the thoughts were around that and what are some of the things people should consider for when they’re setting up that top part of their fan page?
Victoria: Yeah, so that’s called a “Timeline cover” so your big sort of think of it as your billboard. It’s a billboard for your brand, for your business. You want people to be able to land on your page, look at that timeline image and understand exactly what it is you’re about or at least get a sense of who you are and what you’ve got to offer. With yours, you’ve got a lot of businesses and offers to promote and you’re also a bit of a expert. I know you wouldn’t want to admit that, but you know you’re a bit of a thought leader in online marketing industry so it does have to be very much all about you. You are your brand, it’s James Schramko. People want to know who James Schramko is and we’re not going to write a whole diatribe on there about all your amazing, amazing things but it’s great to just have a nice engaging headshot of you and your name and people land there and they go “Okay, I’m in James’ space. Now, what’s James got to offer me?” Under that big image, we’ve got some little tabs under there that point to different offers but the main offer is that two free modules of Wealthification.
So once they get a sense of who you are, they’ve got options to click through and get some more information from you. The other great thing is you’re posting regularly on your page so there’s links to your blog and your websites so they can also go off on to your other properties from the Facebook page. But getting that timeline cover, make sure you’ve got a nice, clear image; like I said, represents your brand. There are guidelines that you need to follow. You can’t put web addresses and “calls to action” on that photo because Facebook can take your page down for that. So just keep it very simple. It’s supposed to follow a little bit like personal profiles and that’s supposed to be a nice image that represents something about you and in this case it’s something that represent, is representative of your brand.
James: Right. So picture of you?
Victoria: Yeah! Picture of you is great or if…yeah that’s generally the best option. It depends on what your business is because someone might have an offline shop or an event or something. You know it depends what industry you’re in. You might want to put someone using your product or service or your typical kind of customer. It just has to be something that relates to your brand. But yeah, great starting point is you because people do like the human element of Facebook and they want to know who they’re dealing with. It’s 851 pixels wide by 315 high. So it’s just a matter of creating the image then you click on your timeline cover on your business page and it will say “Upload a new timeline cover” so you can just upload it directly to the Facebook page.
Then go to your profile picture, which is still important as well – the little square picture that sits on the timeline, because that’s going to come up every time you post as your page or you post something on your page. Or you comment on other people’s posts, replying to comments, all that kind of thing. Ideally, that should be your logo or a logo over your headshot as well is good so you keep the human element. But that’s about 160 by 160 or 190 by 190, it just depends. Sometimes Facebook have just changed it again so create that as well. That’s simply a matter of clicking on the square and uploading once again. It doesn’t have to be super hard and if you’re just starting your Facebook page, then at least do that and put your timeline and your profile picture and get comfortable with posting daily. I just tell people, “Before you get too sophisticated, just get your page up and start posting daily and just getting used to it being part of your daily routine”
What to post about
James: So content is still really, really important. What sort of things do people post about? I hear people like they might have a shop and they say “What can I post about for my shop?” Have you got some ideas there?
Victoria: Okay, so new products coming in. You know, you can talk about individual stock items that are something new that’s come in or it might be that it’s Christmas. Obviously, in a couple of weeks Christmas, a few weeks, so you could be talking about that here’s a couple of ideas for stocking stuffers. You want to be balancing sales messaging with engaging messaging. So, people will start to turn off if you just promote products and ask people to buy stuff. Facebook is more about engagement. People want value and they do on the surface want it for nothing. So, it’s a matter of starting a conversation. Think about if you did have some merchandise coming in for Christmas, you could put something like, “How big are your kids’ Christmas stockings this year?” or something like that. You could do something quite general like that but put a link to the product if you’ve got an online store.
So, the first sort of leading post is actually not “Hey! Buy my stuff”, it’s “Hey, here’s, you know, I’m asking you a question encouraging a response” Because the more response you start getting on your page, the more you’ll be showing up in people’s news feeds. You want to be really mindful that you’re asking questions and encouraging interaction and you want to make the answer to the question simple, like it needs to be YES, NO, Rudolph The Red Nosed Reindeer. Just something that people instantly read and know the answer and they can type in very quickly. If you’re asking and ask, “What is the square root of this, that and the other?” where people have to stop and think or, you know, “Why is your mom so special?” People have to think about that and it’s just…they will just move on. I always say that people on Facebook have ADD. They don’t spend long on things so you need to capture their attention and make it easy for them to interact with you. So something would be better like, “How old is your mom?” or you know, not that you’d want to know that on your page, but something like that where it’s an easy answer – “Oh, my mom’s 38” or whatever it is.