Should I Be Targeting People to Like My Facebook Business Page?
“Should I be targeting people to like my Facebook Business Page?” I get this question a lot and I want to address it from my experience so you can be clear about what you should do. The short answer is yes, attracting people to a page is definitely a great idea as page fans are a currency, but you need to know how to use them to create customers to make their value real.
The thing you need to understand is that there are two types of page fans:
- Irrelevant: never going to buy anything from you
- Relevant: likely to buy from you at some point
1. Irrelevant page fans
You should not be targeting irrelevant people to be fans of your page. You pay Facebook for people to like your Facebook page but Facebook won’t even show them your posts unless you pay for that too. You have to pay even if the people you’ve paid for turn out to be irrelevant. This is a bad way to spend your advertising budget but a great way to make Facebook rich.
To rub salt into the wound, if you fill the list with irrelevant people, Facebook will only get good at finding more people like them. Pass! You want to train Facebook to learn who your ideal target market is.
Once upon a time, having lots of page fans was all about confidence in your brand, but people have wisened up to that pretty quickly. Big numbers aren’t a measure of anything useful anymore.
The usual suspects of irrelevant people you’ve been targeting to like your page probably include:
- – Mum and dad, siblings, family in general
- – Every friend you’ve ever made
- – People who’ll like you if you say you’ll like their page
- – People from Bangladesh who are paid to like pages
- – People in Facebook groups who don’t know you from a bar of soap.
Everyone you targeted in this list fed your ego about quantity. From now on, you need to think about quality. Stop asking irrelevant people to like your page. Stop targeting people who aren’t your ideal target market. Targeting people who are never going to buy from you is a bad idea.
2. Relevant page fans
You should be targeting people who are likely to buy from you and using them to train Facebook to find more people like them so you can enjoy a continuous source of leads falling into your lap. Relevant page fans are great for more than just selling to. They are also the source of reducing your ad costs.
Page fans as a focus group:
If you have an audience of 500 or more relevant people who like your page then watching what they do when you reach out to them is really interesting. Let’s say, for example, you have written five articles about five different things. You’re far too close to your business to know which one will best attract people to your business. What you should do is:
- – create a Facebook page post for each article
- – show each post to your page fans
- – show them a post for two days but stop the post if they click on it
- – spend the same amount each day
- – watch how much each post costs per click.
If your page fans go crazy for something (the hero), then you target people just like them with the hero content. You now have a really cheap and effective way of attracting people to your business. The focus group don’t even know you did that, they just got a little nurturing from you, and may be even more likely to buy from you because of it. They probably liked, commented, shared, or tagged their friends as well, which just earned you some more free advertising and more fans.
I would then send that ‘hero’ article out to cold prospects targeting people who look like your buyers. Now that you know people who are relevant would read the article, anyone who does is putting their hand up to be your potential customer.
By touching your website, you’ve collected them, and if they like what you’re saying, there is a good chance they will like your page also. This is the holy grail of page fans in my opinion.
People who are attracted to what you say, and then like your page, are saying they want more of what you’ve got to offer.
These organic style page fans convert to sales far easier and cheaper than any other audience. They’re more likely to refer others to you, engage in your posts, and stay more loyal. It’s not even really selling, they’re chasing you.
How do I get my first 500 page fans?
If you have less than 500 people, you need to get started on creating your focus group.
To get 500 relevant people to like your page you should target them in the following order of relevance:
- Your client list (upload their email and phone numbers)
- People who have visited your website (must have a pixel in place)
- People who look like your clients
- People who look like your website visitors
- Interest groups and your ideal client demographic
You needn’t pay for people to like you ever again once you’ve hit 1000 page fans. That’s enough.
Other reasons Page Fans are worth having
The problem with collecting people who touch your website is that you can only hold onto them for six months but a page fan is yours until they unlike you.
Do you remember the old days when a mate asked you to email all your friends about their new business but you never did? No one did. If you have page fans, you can do exactly that without relying on people who will let you down.
In a nutshell, only pay to get up to 500 – 1000 page fans, but be meticulous about making sure they’re all people who are likely to buy from you. Use them as a focus group to find out what matters to them so you can cheaply attract more like them. Forget about how many you have. Be so interesting that they come to you anyway. Engage them. Then you will find you never have to sell.
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