It felt like a year or two ago that it was still called SEO, SEO in the marketing world. SEO first became “Content is King” and later “Content Marketing“. Today we know that text and content are more important to people than keywords to Google.
However, what few people have practiced correctly so far is social marketing, i.e. the marketing of all types of content via social channels. There is so much untapped potential here. Facebook, in particular, plays a major role for us in Germany. In a few tests in my own and external projects I noticed:
Gone are the days of content marketing?
Buzz words such as content marketing have resonated with circles of experts in recent years. Facebook and other social networks, on the other hand, were mostly labeled as accompanying “nice to have” or at best as an add-on. A few years ago, that was still the case – at a time when a good 80% of traffic came from search engines like Google. Today, this imbalance has changed: traffic is now split almost equally between search engines and social channels.
Both channels have one thing in common: you can influence them relatively easily. For search engines, it’s the usual SEO tricks that are still useful and an absolute must for all online marketers. On the other hand, there are Facebook and Co that are not yet being used properly.
Therefore, I would like to show in this post what is important in Facebook marketing and which tricks everyone should master.
Engagement as a new marketing metric
What we want is commitment! If you have a high level of commitment and a lot of reaches, you get a lot of cheap clicks on your website. It’s that simple. But how?
In addition to the range described below on Facebook fan pages, you can already use your own range. That alone is the first step and does not require a sophisticated “system” nor are there any hurdles. I had already described how strong your own timeline is. In this post, I would rather like to focus on the fan pages and show what is possible here today.
What is engagement?
Engagement or “interaction” in German describes the actions that users perform on Facebook with your post. This can click on a link, the use of an offer or alike. But also a share or a click on “Show more” are definitely part of it. Everything a Facebook user can do when they see a post. You can find details on engagement options (including infographics) here.
There are two main types of engagement:
1. In the case of post engagement, the interaction rate for a single post is determined. So you divide the total number of interactions by the number of people who saw the corresponding post. So if 290 people see your post and 13 interact with it, the post engagement is around 4.48%.
2. The total engagement rate describes the interaction rate in relation to all “likes”. For example, if your site has 700 fans and 170 of your fans interacted with your last post, the total engagement rate is around 24.28%.
In order to use your Facebook page correctly and effectively, you must ensure that both engagement rates are and remain as high as possible. Below I recommend a few things you can do.
Qualitative fans: Why fewer likes are sometimes better
Some time ago it was a trend to buy fans. 1,000 pieces for € 12 or less. Everyone was fixated on getting as many likes as possible for their fan page. Very few have seen that this will come back later.
What is qualified to reach?
Bought fans mostly came from India or China and the profiles of the alleged users were created exclusively for the purpose of liking as many fan pages as possible (usually several thousand). Real users were not behind it.
Of course, these many fans (or the people behind them) will never see your posts. Interaction is not expected. So your total engagement rates will be distorted.
How to clean up your Facebook fans
So it’s not just about optimizing the posts but first creating a clean fan base. Since Facebook in Germany is still lagging behind here and the “Graph Search” function is only available in the USA so far, you have to change your profile to English (US) for the following steps (on the bottom right of your Facebook homepage, next to Privacy Terms).
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1. Then search for your fans in the search bar. The results will then be displayed.
2. In the upper area of the list, you will usually find the people who are friends or are in contact with you. A little bit further down is the “strangers” to you. In addition to the name, there is also the number of pages with a “Like”.
An average user likes about 50 to 500 pages. You will quickly catch the eye of users who significantly exceed this number.
3. Go to the Settings of your fan site in a new window. Under the “Banned Users” tab you will find a dropdown menu. Select the option “People who like this” (everyone who liked your page).
4. The loaded list expands the more you scroll down. Therefore, it is now necessary to load the list completely first.
5. Once the list is loaded, switch back to the window with the fans you were looking for and go through them one after the other. You can remove all fans who leave the above-mentioned number range or have conspicuous fake profiles with a clear conscience.