In this article we’re going to look at the importance of building and encouraging actual engagement on your business Facebook page. It’s not just about mechanically increasing the number of likes. There’s so much more involved than that.
How many otherwise well-intentioned marketers set out to get their clients mountains of Facebook likes? They do this because to the status-quo on the surface it seems more likes equals more business. It so doesn’t. Not AT ALL.
Big numbers that involve aggregate page views, impressions or Facebook likes really mean a whole big heap of absolutely nothing if there isn’t any real engagement taking place. What if you have a million likes and -20% annual growth in online sales?
The Shadow Economy of Bought Social Media Signals
You know it, I know it and the vast majority of tech-savvy online consumers know that tweets, reviews and likes can be bought.
Google is currently cracking down on this, but people still foolishly do this. How many solid companies have business facebook pages with countless likes from fake profiles, who are getting docked in search engines and cyber culture and they don’t even know it? All they know is they have a big digit next to the little thumbs up hand. Great.
Getting likes from bots and paid traffic is easy but converting them into buyers, especially on Facebook which isn’t really a buyer’s platform (yes, you can make an argument against this but generally it isnt), is another story altogether.
Increasing Facebook Likes: Not The Primary Goal
Oh how this mindset needs to change! I realise some customers out there will initially judge you based on the number of likes your Facebook business page contains, and yes it looks good to say you’ve thousands, but is this number shouldn’t be a goal.
Focus, focus focus instead on the actually value your content represents to your ideal clients and customers. Maybe it’s speaking their language, but it is engaging them to take purchasing actions?
Focus on making sure that their audience has clear directions and structure within your sales funnel, whether it’s located on Facebook or not.
“Build it and they will come” is a fool’s errand. Outbound doesn’t work. Paying for blackhat SEO techniques is unwise. You’ve got to laser-focus on Inbound Marketing principles.
In the long run your likes won’t end up doing much for you on Facebook. What will is the quality of content, products and customer service you provide to your followers.
Fans vs. Likes
Likes are secondary. What’s you’re really after are the specific people who convert into interested, involved, invested and engaged fans! They leave comments. They write positive reviews. They share your updates within their networks. That’s what it’s all about folks.
As Jon Loomer puts it, “Humanize your audience” by seeing them as more than an objective number. These social media signals represent living breathing human beings, well, if you’re doing things right and they’re not bots of fake.
Speaking of bots and fake likes (like the advertisement below), its important to know that Facebook is already taking measures to suspend or delete accounts which showcase signs of purchasing fake followers. If you plan to use insincere tactics to build your community, theres a good chance your account will be banned or deleted.
What is Your Brand’s Value-Add?
What leads you directly to your ideal audience on Facebook is your value proposition. What is the point of the content you post on your business page? How are you trying to make people’s lives easier, better, more profitable and efficient?
Once you get down to the brass tacks of your direct and no-nonsense value proposition, you then can start applying Inbound Marketing principles and advertorial/informative copy to engage them.
Organic Growth: The Primary Goal
This all leads to the primary goal which is natural, progressive and systematic growth. Your leads are primed and already interested. You’re enjoying a legion of free advertisers through your fans and you’re actually seeing social media engagement convert into ROI.