Tag Archives: marketing

The Key to Facebook ROI

No matter how long you’ve engaged in social media, you’ve no doubt come across the controversy surrounding Return On Investment. Traditionally in business, the formula looks like this:

ROI = (Profit – Cost of  Investment) / Cost of  Investment

But, since the nature of social media is inherently qualitative, there are more variables to consider. So what does a successful business page look like? Are the quality of posts translating into quality fans? How is engagement effectively measured?

Some have tried to conquer this beast by giving fans on Facebook pages a quantitative value, but a quick Google search will reveal that these numbers range from $1 to over $100 per fan. Others say a comprehensive evaluation is impossible, as the nature of social media does not allow for quantitative conversion. In reality, every business is different.

The key to ROI lies somewhere in between these wide-ranging opinions; it’s a matter of reevaluating your objectives and what success looks like for a business page on Facebook. In other words, your investment may be monetary but the goal is not to immediately break even. To generate sales, you must first capture your fans’ interest and attention so they become comfortable with your business. Interaction leads to trust that puts your brand top-of-mind, a place you want to be when they make the decision to buy.

5 Ways to Better Engage Your Fans

Our agency has a network of destination pages we manage internally, not only to aid in the page growth of our clients, but to help us keep up with the changing landscape of social media. A few things we’ve learned since starting these pages from scratch:

1. Post regularly. There’s a fine line between how many posts a day are just enough and too many, but you want to make sure that when your fans log in you’ll be there to greet them.

2. Make sure every post ties back to your business. Most of our pages are vacation spots, so we’ll sometimes start off with the weather. We know most of our fans on our Hilton Head Island page are vacationers, and given the location, the weather and the beach are two of the biggest reasons why.

3. Ask Questions. Every one has something to say. Remember, this is a two-way conversation and you’re building a relationship. Asking for your fans’ opinions and then acknowledging their responses encourages them to continue to engage.

4. Make your Page a Resource. Depending on your business, this may vary in level of difficulty but it just allows for you to get creative! Recently, we grew a client’s business page to over 40,000 fans in a week by inviting people who enjoy the Tennessee Mountains to post their memories on the cabin rental company’s wall. Fans shared their stories, photos of their favorite places and how they spent their vacation. Not only do they remember what a great time they had, but it may get them to start thinking of their next one. Who do you think they’ll rent from?

5. Thank Your Fans! This doesn’t just have to be a post, but how about giving away a coupon or a gift certificate? Better yet, making it exclusive to Facebook fans not only makes them feel special, but keeps them coming back and telling their friends. The bigger the giveaway, the more valuable your page becomes.

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How to Grow Your Page By Thousands in a Week

One week ago, Cabins USA hadn’t a trace of a presence on Facebook. This past Friday, they had 38,000 fans—at the time this post was written, that number had jumped over 8,000 fans over the weekend. What is this unassuming cabin rental company from Pigeon Forge, Tennessee doing to grow their business page at such a whirlwind speed? Pertnear‘s Jeremy Koch and B.J. Shell were happy to enlighten us.

Pertnear, a social media marketing agency based on Hilton Head Island, South Carolina, uses specifically targeted Facebook Ads to jump start page growth while simultaneously managing the page with creative and engaging posts so fans instantly participate. This strategy not only allows the page to grow, but ensures quality fans with a genuine interest for the page. There are two key things that allowed Cabins USA to be so successful so quickly:

Initial Ad Targeting

The Facebook platform is unlike any other in that it allows for specific ad targeting based not only on traditional demographics (age, sex, geographical location, etc) but also the likes and interests of users and those of their friends. A Facebook Ad targeted to a user that loves the Tennessee Mountains is more likely to garner a response when prompted to share a favorite memory on the wall. This may seem like common sense, but the key is to find that one commonality that all fans share that makes them want to be active on the page. While it seems that perhaps it’d be more beneficial to have a higher reach based on many potential commonalities, keeping your reach concentrated and small will result in fans that are more engaged.

Additionally, when a Facebook user “likes” the Cabins USA page, it appears in all of their friends’ news feed (a Facebook user has an average of 130 friends). Here is where the power of word of mouth marketing truly manifests itself. Marketers have long known that an endorsement from a friend is infinitely more valuable than an advertisement. With the ability to recommend pages to friends and the general interest of seeing what they are engaging in, a business page has the ability to grow exponentially!

Making the Page a Resource

Cabins USA is a rental company that assists vacationers to the Pigeon Forge area with cabin accommodations. Instead of using the page to immediately generate leads and sales, the strategy was to make the page a resource for lovers of the Tennessee Mountains. As reflected in the ad copy, fans are asked to post their pictures, share their memories and tell why they love the Pigeon Forge area. By encouraging fans to actively engage right off the bat, potential vacationers are able to learn about the area from people who had positive experiences during their stay. This creates value not just for the Cabins USA page, but also for the destination as a vacation spot. Ultimately, with continued nurturing of the fan/company relationship and subtle guidance through posts, this value will translate to trust that encourages lead generation and sales when fans are ready to make their booking decisions.

Update: Cabins USA Fan Count at the time this article was posted: 46,378. How about now? Cabins USA