Common Ways To Attract Social Network Users To Groups

Common Ways To Attract Social Network Users To Groups

The promotion of the groups in social networks is a fashionable modern trend.

It not only attracts traffics to the site but also to popularize the brand, working directly with the target audience and customers. Demand for it is growing. But offers for all types of site and company promotion services on social networks (or promotion of existing groups) are growing even faster.

Social media marketing (SMM) is offered by large Internet marketing agencies, medium and small SEO companies, freelancers; separate digital agencies and online PR companies are being created.

But, as with SEO, there are many pitfalls. So, you decided to promote the group in social networks (for example, Facebook ). Where to begin? Firstly, with setting goals (what do you want to get from this group) and means of achieving them (interesting content, audience). No matter what reasonable task you set for yourself, one of the main links will be the audience of the group. It should be targeted, voluminous, active.

You can attract a user to a social network in various ways, for example:

  1. Buying users.
  2. Contests.
  3. Installing plugins on the site.
  4. Contextual advertising on social networks.
  5. Partnership with other groups/communities.
  6. Buying groups.

Buying Users

Perhaps this method can be attributed to being the most popular. Why waste time and effort instead of getting many users in a short span of time from social media groups. However, until recently, the service of buying bots (non-existent users) flourished. For several hundred rupees, tens of thousands of “friends” could be bought. This way of “promotion” is useless. In fact, there are 0 people in the group, because the bots do not know how to “speak”, “call”, or buy. ”

Facebook management does not accept this method of promotion. And in the spring of 2012, it released data on companies trading in wrap-around bots of client groups. To combat cheaters, bots in such groups were automatically deleted.

But this only encouraged spammers to find new methods of wrapping. For example, today, more and more often, Facebook users unexpectedly discover that they are in groups unknown to them.

Contests

Stimulating contests to attract people to a group has also become quite popular. Such contests should be interesting. Encourage users to significant meaningful gifts (for example, gadgets). An important factor is working out – the desire for a “freebie.”

It is important to think about the competition strategy correctly! Assignments should be interesting, answers – unexpected, results – unpredictable, prizes … Prizes are not cheap trinkets. Do not forget that the competition must solve predetermined tasks and achieve its goals. A good contest works like word of mouth. At minimal cost, you can achieve a large reach of the target audience.

Installing plugins on the site

This is the most elementary way to begin work on attracting an audience to a group. If a company promoting its name or services on social networks has a website, then it must be used. Namely: to help the audience of the site settle in your groups. Thus, the “one-time” user of the site can be regularly “processed” (to inform and interest) in the group.

How can you direct the audience of your site to the pages of your groups on social networks:

  • Social media buttons leading to the company’s official pages. Direct access to the group or to the official page.
  • Share button (set on news pages or property cards). Separate information from the site will be automatically published in the user’s message feed. It will not give direct traffic to the group, however, some of the friends of this user can return via the link to the site and use other options to get to your pages on social networks.
  • A commenting system from Facebook. Comments on the site are a standard form of communication. But thanks to the capabilities of social networks, most commentators can be identified by their profiles. In turn, they will inadvertently distribute links to the site in their feeds. Therefore, their friends can return to the site and convert to group users through other plugins on the site. The user must be a registered and authorized member of the social network.
  • Likes. The buttons are similar to “Share.” Depending on the topic, the degree of “advancement”, the coverage of social media and the placements of widgets, the percentage of “subsidence” of users in groups may vary. Joining a group is voluntary, but you can influence it. And you get a live and target audience.

Contextual advertising on social networks

The launch of contextual advertising on social networks was a real breakthrough in the field of advertising on the Internet. Here targeting system is a tidbit for many advertisers.

Facebook Ad Targeting

When creating an advertising campaign, the advertiser is invited to select the desired audience by age, gender, geography, education, interests, positions, keywords, etc. Subject to the creation of high-quality, interesting, enticing ads using media opportunities, you will receive an effective “bait” for visiting the group by the target audience.

As in traditional contextual advertising, there is a dependence of the click price on the CTR. The more popular your ad, the lower the price, and vice versa. You’ll have to fantasize a lot about the content, rotate several campaigns at the same time and track their effectiveness. If successful, you can reduce the starting initial bid by more than 2 times.

However, the user’s transfer to the group’s page does not at all mean his subsequent conversion into a regular visitor or long-term stay in the group. This will depend on how well you set traps (for example, the relevance of the advertisement to the content of the page, the information content and the interest of the content, and much more).

This method requires certain financial costs, which will depend on the degree of professionalism of the specialist promoting the group and the plan for audience growth.

Partnership with other groups/communities

This method may include various types of interactions with third-party group administrators. To begin with, decide what kind of groups they should be (by topic, audience cut-off, etc.). The group should be visited, lively and regularly updated.

How you will cooperate depends on what you agree with the administration. If your group loses significantly in the number of participants, then most likely the partnership will be paid. But barter is also possible.

Buying groups

Why create if you can buy it. To do this, we are looking for suitable finished projects, evaluate and begin to agree. Carefully evaluate the ratio of estimated costs for the promotion of the group and the cost of the finished product.

Which method is better?

Naturally, the above methods are just an incomplete list of all the possibilities of social marketing within the framework of group promotion. If your company’s group has a purely nominal presentation character (“to be”) and you are not afraid of the sanctions that may be undertaken by moderators of a social network, then you can use any method.

If it is important for you to unite your potential and current customers, their opinion and attitude towards your product are important, then we do not recommend chasing quantitative indicators. Let there be only a few hundred or thousands of people in the group, but they should be true adherents of your brand.

And do not forget the below:

  1. Track the mention of you on social networks.
  2. Respond not only to negative, but also positive reviews.
  3. Encourage those who have spoken well about you.

 

5 Brand Misconceptions About Facebook

The popularity of Facebook around the world and its multimillion-dollar audience make brands think that they too must be there.

Experts believe that while most brands are desperately developing a presence strategy on Facebook, the reality is that for many of them, their presence on the social network should not be in the spotlight.

So why does a brand need to have representation on social networks, according to the brands themselves? There are many myths about Facebook that Internet marketers may not always explain to brands. Here is some of them:

Myth 1. Social media fans become brand advocates for promoting your brand.

This is a good reason why brands are looking towards Facebook. The idea that companies will get thousands of social media fans is very intriguing. Of course, word of mouth has always been one of the most effective means of promotion. But most people do not become brand advocates, even if they are fans.

If, for example, you are an avid coffee fan and love a particular coffee brand, you might want to become a fan of the brand’s social network page. But this does not mean that you will be advised to do this to all your friends.

Conversely, those friends who say that they like their new iPhone or something else are not brand advocates at all: they are just your friends with positive experiences with the brand. Each of us has those who share completely different experiences with us every day.

And brand advocates are always paid to stand for the brand.

Myth 2. If we attend Facebook, we can reach users from all over the world

By the number of users, Facebook could be the second-largest “country” in the world. This is a huge potential for brands. But just having people who use Facebook does not mean that they will all see your brand.

Recently, the whole world watched the Olympic Games. What a great opportunity for brands to get the attention of the world! But I am sure that most companies did not even think about the marketing strategy at the Olympics – simply because they do not need the whole world.

Although reach is an important thing, targeting a narrower audience is much more important to you.

Myth 3. Facebook is a great platform for interaction

Facebook is truly a platform for people to interact with. But gradually the information and events that friends share become so much that many people try to hide the news from these friends in their news feed.

A few years ago, we wanted to be friends with brands in social networks, to learn about promotions, offers, and the latest news. But recently, many particularly active brands have begun to annoy their fans with frequent messages. And users also quickly began to hide updates from brands or even completely unsubscribe from them.

Myth 4. Facebook Ads Reach All Users

Approximately half of Facebook users access the social network from mobile devices, which for the most part do not display advertisements. Of course, Facebook is looking for new opportunities for advertising on mobile devices and is actively working on it.

But until advertisements are widely integrated into mobile, Facebook (and brands) are losing enormous opportunities for interacting with mobile social network users.

Myth 5. All my followers will see my messages

Brands post on Facebook all the time, but the news feed does not show you all the posts from everyone you follow. By default, Facebook only shows posts from people you recently chatted with or interacted with. There is a setting that allows users to see absolutely all posts, but I do not think that most of them change their settings.

In addition, there is the so-called “advertising blindness.” Users instantly scan advertising messages in their news feeds and skip them, focusing on more interesting posts for them.

 

Top 5 Facebook Marketing Resources

Top 5 Facebook Marketing Resources

In search of answers to questions of interest on social media marketing, it is sometimes more appropriate to turn to the platform itself than to extraneous blogs and thematic publications. This, for example, is the case with Facebook.

Stephanie Buck, the editor of the online publication Mashable, has compiled a list of 5 official Facebook marketing tools created by the social network itself. These tools can serve as a guide for your business by providing marketing tips, news, and case studies. In addition, these 5 resources can help develop and run Facebook campaigns that no one has heard of before.

stephanie buck editor at mashable

1. Facebook studio

If you are looking for examples of successful social marketing, Stephanie Buck advises contacting Facebook Studio for inspiration. This resource oversees campaigns for the exchange of games that appear on the social network. In addition to the gallery of marketing receptions, the site also features Facebook Studio Awards for conducting exceptional campaigns. You also have the opportunity to put your own trophies there. Facebook-studio covers campaigns around the world, so on the site, you can get acquainted with the experience of other countries and cultures.

2. Success stories

The Success Stories tool should be taken as a useful addition to the Facebook studio.

This resource is divided into 2 sections:

1) individual goals and 2) the results of each campaign, which you can accompany with several catchy pictures.

Using “Success Stories”, according to a Western expert, will give you ideas and inspiration for creating your own marketing plans. For example, a campaign with a free PF Chang salad wrapper could convince you to run your own coupon campaign or consumer advocacy. P.F. Chang’s free lettuce wraps campaign on Facebook helped it steer more than 50,000 guests – 49% of them were new customers into its restaurants in a single 3-week campaign period.

PF Chang salad wrapper

3. Brand Permissions Center

Just as media should follow specific guidelines when using certain types of content, brands must adhere to specific Facebook guidelines. Check out the five sections of the Brand Resolution Center to make sure your business meets social network requirements.

After reading the provisions of Facebook, you will learn, for example, the following:

  • the name of this social network is not allowed to be used in your company or domain name;
  • To use the Facebook trademark or logo in a play/book/movie, you must obtain the appropriate permission;
  • Logos cannot be copied from Facebook;
  • screenshots with personal information (including photos, names, etc. of actual users) require written consent from the person (s) before they can be published;
  • Facebook text links should never contain hyperlinks to anything other than the Facebook.com login page;
  • it is not allowed to use verbs derived from the word Facebook and other social network trademarks, etc.

In addition, the brand ’s profile picture cannot include advertising signatures such as “Get a 50% discount ” or “Participate in the contest on the page ”. This is a violation of the rules of conduct on a social network, entailing a page lock.

4. Facebook Demo Tool

If you plan to place Premium or Sponsored Story format ads (Premium or Paid Stories), use the Demo tool to see in advance how they will look on the site. At the same time, you can choose to view the simulation of placing a sample brand ad or test your own advertising. The tool will generate a template showing the contents of a page with an ad in the sidebar or Paid History.

5. Facebook Marketing Page

The official Facebook Marketing Page shares tips and resources for the proper conduct of your business, making it savvier in marketing using the platform. The page publishes events and the latest user updates in the Facebook marketing news. Here you can follow the webinars and live messages of the Q & A section that train Facebook brand page administrators to interact with fans and expand their audience. In addition, Facebook is constantly striving to increase user engagement on its marketing page by requesting feedback and case studies related to their business.

 

What is more effective on Facebook: Promoted Posts or Sponsored Stories?

What is more effective on Facebook: Promoted Posts or Sponsored Stories?

What type of advertising is more effective on Facebook: paid promotion of posts (Promoted Posts) or Sponsored Stories? On the SEOmoz decided to conduct an experiment to compare both formats. But for starters, there’s a little background for those who don’t have a good idea of ​​what these terms mean, which do not yet have a suitable Russian-language replacement.

Promoted Post and Sponsored Stories

In late May, Facebook launched the Promoted Posts tool, which allows brand page owners to show content to more users than usual for the money.

facebook promoted posts

Content published on the community page in their news feed is seen only by a small percentage of subscribers. By investing a certain amount in the promotion, the owner of the page can ensure that more people see the publication. The price options that the social network offers (from $ 5) depend on the number of subscribers.

Another Facebook promotion tool is Sponsored Stories. This ad format is placed on the right and targeting options are available to it. The main advantage of these ads is that they will be seen by people who are not yet fans of the brand.

facebook sponsored stories

Promoted Post vs Sponsored Story

Which of the two formats is more efficient? SEOmoz took one of their publications and tried to promote it using the tools presented.

$ 100 was spent on Promoted Posts. The results were as follows: coverage – 26,275 people, the number of clicks – 1,311, activities (likes, sharing, etc.) – 198. CTR was 4.99%, CPC – $ 0.076.

Sponsored Stories ads targeted 266,580 people in the United States, Canada, United Kingdom, or Australia who were interested in SEO. The coverage amounted to 44,247. Activity – 16, number of clicks – 162, CTR 0.366%, CPC $ 1.44.

Thus, engagement and CTR Promoted Posts were higher than Sponsored Story, and cost-per-click was significantly lower.

Conclusion

According to representatives of SEOmoz, the combination of Promoted Posts and Sponsored Stories helped to achieve indicators that have never been seen on their social network page before. But, nevertheless, they recommend that advertisers test these tools themselves. The fact that one company gets certain results does not mean that the other company will have the same indicators. Therefore, experiment to understand what works best for your brand.

If you have conducted such experiments or have similar promotion experience using different advertising formats, share the results with us.

8 Ways to Turn Facebook Likes into Customers

8 Ways to Turn Facebook Likes into Customers

The active growth of the Facebook audience (over 800 million users and accounts) creates an excellent environment for receiving a huge number of likes to your page. But all these “likes” will not matter much if they are not related to common strategic goals, such as increasing sales, potential customers, brand recognition.

As soon as you collect your precious “likes”, think about how to turn random fans into customers and attract regular visitors to fall in love with them even more in your brand.

The active growth of the Facebook audience (over 800 million users and accounts) creates an excellent environment for receiving a huge number of likes to your page. But all these “likes” will not matter much if they are not related to common strategic goals, such as increasing sales, potential customers, brand recognition.

As soon as you collect your precious “likes”, think about how to turn random fans into customers and attract regular visitors to fall in love with them even more in your brand. 51% of people who click “Like” on the brand page, but do not consider themselves to be “regular customers.”

Top Facebook marketing strategies to turn likes into customers

1. Use Facebook to increase your email subscriber base

Facebook provides an excellent opportunity (though only for brands so far) to increase your email lists. But only 1 out of 10 companies use Facebook for this purpose.

Start turning fans into customers by creating branded pages or unique tabs about your company, which are in the form of the optin app. With it, fans can subscribe to the brand’s email newsletter without leaving Facebook.

Give the tab a name, such as Newsletter or Email Offer. Strengthen it with specific valuable offers, such as notification of special offers for subscribers or an invitation to events.

2. Offer coupons for use in online and offline stores

According to a CMO Council study, 79% of customers use social media in order to find and take advantage of special offers and discounts. But only 43% of companies offer them such deals. Give customers what they want by handing a Facebook coupon to your offline or online store. In addition, users like to share this type of content on their social networks. Be creative when creating offers!

If you want users to talk about you and the official community of your brand on Facebook, offer them coupons, discounts, and sweepstakes. After examining 10,000 advertising campaigns on Facebook, a company came to the conclusion that it is precisely these posts that are the best way to increase the involvement of your audience and help to turn users into an advertising channel (earned media). But as it turned out, users are not very willing to talk about the popular photo and video contests.

But if your goal is to get as many sharing points as possible, post questions, quizzes, and entertaining competitions.  Conducting various polls often help the user learn something new and interesting about themselves, and quizzes show erudition, ingenuity, etc. Well, since we love publicity, it is a sin not to share the results with friends. The chance of a user clicking on a post with questions is 27%, and on a post with a quiz and competitions – 15% and 13%, respectively. It is also known that 82% of users who clicked on a post with a quiz will definitely pass it.

If we are talking about commercial pages, then the question asked in the post is the guarantee of a large number of comments, a picture with humour (often with a brand integrated into it) will collect a large number of likes. But about sharing – I can not disagree.

It also depends on the target audience of the message, it is worth mentioning that any nudity is in great demand, but Facebook users are careful about it. Obviously, on the FB pages, users, among other things, maintain business contacts and a controversial post in the feed – a threat to reputation.

From my own experience, the incentive style of the post ultimately gains more user action than the judicious one. Having at least a few comments in a post is a good investment in continuing communication.

3. Show customer-oriented video on your Facebook page

Video can be a powerful tool that will push a person to buy. Customer reviews or product demos can help promote users through a sales funnel. Humorous advertising can not only stimulate the purchase but also increase loyalty. In addition, video is potentially one of the most viral content you can provide.

4. Launch a contest to get fans involved in the brand

Considering that 65% of users of social networks connect with brands on Facebook to play games, participate in contests and promotions, this type of interaction can give you the opportunity to strengthen communication with your subscribers.

Try to hold a contest to increase the number of Facebook subscribers or a unique lottery with good prizes, this will create a positive information wave and attract the attention of not only your fans but also their friends. Announce the winners on the brand wall on Facebook and make the award as interactive as possible, worthy of being shared with friends.

5. Offer to sign up for research, webinars, guides, and more on your Facebook page

Those who “like” your brand on Facebook can be at any stage of readiness for purchase. Make sure that users notice educational resources on your page by creating tabs specifically to cover these documents.

6. Tease fans with product updates, news and announcements by driving them to your site

Even if you do not want to overload your wall on Facebook, do not shy away from sharing interesting news. Keep in mind that 55% of consumers connect to social networks in order to receive product news. Facebook can be a fantastic platform for generating traffic to your website and disseminating information about your news. Offer fans exclusive viewing of new products, so you will facilitate the exchange of information and increase customer loyalty.

7. Share links to your tabs on your Facebook wall

On Facebook, you can create additional tabs for your page with any information. You can make tabs for promotions, contests and more. By creating many bookmarks, you have the opportunity to make a mini copy of your site. The user does not need to leave your Facebook page to go to your site, which creates additional convenience.

Placing additional tabs on the wall is good practice, but there are problems. First, Facebook limits the number you can display at a time. In addition, some visitors are not used to them and may not understand their functions and meaning.

Remember to use a service-oriented tone in the names of these tabs so that they look useful and not like explicit self-promotion. This tactic can increase likes if used wisely without abuse.

8. Integrate Facebook with other marketing channels

Since your customers and potential customers are likely to use several communication channels at the same time during the day, crossing your messages on different platforms can help you reach more people and increase your chances of success.