Facebook Sponsoring For Network Marketers! All Rights Reserved 1
Table of Contents I. Why Facebook II. What you need to do before you start marketing on Facebook III. Developing a Facebook Strategy IV. Personal Profile vs. Business Profile and how to use both V. Creating a Marketing Plan VI. Establishing a Professional Presence w/ Fan Pages & Groups VII. Creating Demand with Facebook PPC Ads VIII. Customizing with Applications IX. Understanding Metri cs & Tracking on Facebook X. How to Manage Your Facebook Account Under 30 Minutes Per Day 2
I. Why Facebook? A. Why businesses can t afford to not be on facebook? The answer is really simple. This social networking site is a highly popular platform and it appeals to all age groups with every type of target market possible. And paying no attention to this effective marketing tool is like ignoring a tremendous opportunity to advertise your MLM business. When utilizing online promotions, it s highly suggested that you make use of every tool that you can find. That way you ll be able to know what tool produces great results and what doesn t. And Facebook is exactly what you need to interact with your existing customers and generate new leads. It also allows you to create a brand that will make your business gain recognition and easily stand out from the competition. Brand awareness is a vital element of network marketing success. Do this by building excitement around your products or services that will result to potential clients lining up to add you as a friend. 3
B. Facebook Statistics As of today, Facebook has more than 750 million active users which is approximately 1 out of 13 people on Earth! And 50% of its active users log on to the platform in any given day. 175 million users logging on every 24 hours and 65 million of them are accessing through a mobile device. These users also spend 700 billion minutes per month on Facebook! So just imagine the potential that you can access into virtually unlimited! With its 750 million active users, the popular social networking has officially hit a major milestone. Looking at the largest countries in terms of population, China is leading the pack with 1.3 billion people and closely followed by India with 1.2 million. With that said, if Facebook was a country, it would be the 3 rd most populated in the world! According to the three-month Alexa traffic rankings, the social media leader is the second most popular site in the world. Search engines refer an estimated 6% of visits to it while the typical time spent in visiting the site is roughly 33 minutes, with 38 seconds spent on each page view. 4
Facebook Sponsoring For Network Marketers! II. What you ll need in place before you start marketing in Facebook? A. A lead capture page to generate leads What do you need a lead capture page for? Simple, to get those leads chasing after you instead of you chasing after them! And that s where the compelling Facebook page comes in. This page will allow you to target the correct type of leads for your product or service. It will help you to market your business online and generate a constant stream of new leads while qualifying and building a relationship with them before even meeting them in person. A capture page is a great and convenient way to establish credibility for the opportunity you present. And Facebook likes encourage others to do business with you. All Rights Reserved 5
B. An auto-responder to communicate with your leads Do you know what most network marketers are missing out on when they enter the realms of Internet marketing? Yes, you got it an auto-responder! By installing an auto-responder on your Facebook page, you are able to send automatic messages to your targeted leads. But this doesn t involve spamming or sending unsolicited messages. And the software definitely won t write them for you. Auto-responder is a simple and proven system for online business owners and sales professionals to quickly position targeted lead capture pages and follow up campaigns to maximize lead generation efforts. The list of the benefits that an auto responder can do for your business goes on and on. And when used properly, it can save you TIME and MONEY. Not only will it help you work faster and more efficiently, it can also help you make more money. 6
C. Something valuable to give away to entice people to like your page Of course, potential customers won t simply click like on your page if you have nothing to offer to them. To appeal to people who don t have a moral obligation to do so, you have to give them something to do at your page. Give them a reason to like you. Remember that you want to give people unique reasons to visit your page. You have to offer them something that will make them come back for more. Naturally, the secret lies with a fresh and dynamic content. It can help in attracting repeat visitors and keeping them engaged. Offer something exclusive that they can t get from your competitors or anywhere else on the Web. Figure out what your customers crave then give it to them. 7
III. Developing a Facebook Strategy A. Know your target market The first step to identifying your target market is through connecting with other people and knowing them personally. People want to know the person behind the business before they invest their time and money in it. By using your Facebook personal profile, share a little bit of yourself with others and interact with them on a personal basis. Widen your contact base by sending friend requests to your family, friends, acquaintances, and both existing and potential customers. Once you have successfully befriended them, spend time visiting your friends profiles then click like or comment when you see something interesting. Doing this will help you form a bond with your potential customers and can result to them liking your page. 8
B. Know what your market wants Understanding what your market wants, what they spend money on versus what they need, but don t spend money on is an important skill that needs to be learned by any network marketer. So if you want to target a younger audience, probably the student crowd, the most likely thing that you will do is fit into the needs and wants of your potential market. You have to know what they want and what appeals to them the most. The best way to do this is to interview your target market. How, you ask? Strike a casual conversation that can lead up to your main goal: finding out what their goals, dreams, fears, problems, and lifestyles are. Or ask them about their needs that are not being met. Know the needs of your target market by asking the following questions: What are the worries, fears, problems, or challenges that they are facing right now? Where are they coming from? Are they currently finding solutions for these problems? What are they passionate about? Now what are their dreams, goals, desires, and needs? What is stopping them or holding them back from achieving their goals? C. Where do they usually hang out on Facebook? An effective way to immerse yourself in your target market is to know where they often hang out. What kind of group do they belong? What type of forum do 9
they regularly participate in? Whose fan page are they following? Are they more of a celebrity fan or a business page fan? Just sit back and observe for a while. See what your target audience is talking about, the language they are using, or how often they check these hang outs. Once you re done observing, join in the fun! Subscribe to their hang outs and interact with them. Remember that you have to appeal to your market. What better way is there than to plunge into their ocean of interest. D. Determine how you can help them You can do this by building valuable relationships with your market as well as the lifetime value of your customers. If you want your network marketing business to thrive on success, you should not only know what your target market wants, you should also help them in a way that no other can. The solutions you offer should set you apart from the competition. Explore every possible avenue on how you can help them. Be an expert on the industry and package yourself as the go-to person in network marketing. Once they see you as an authority in the industry that they can trust, it will be easy for you to gain their trust and approval. Build a service package that appeals to them. This way, they can see that you are the best person to work with them. E. Understanding the rules of Facebook People don t want to leave Facebook and visit other websites Generally speaking, people would rather stay on Facebook than visit another site. They prefer to get all the information they need on the social media platform. This is where your business page comes in. You have to ensure that your page has all the necessary information. This include photos, product or service description, prices, benefits, videos, testimonials and other related content that 10
will bring your page closer to your potential leads. Make sure to organize your content; you don t want to generate confusion, only satisfied and well-educated leads. They are there to socialize The main reason why people join social networking sites is mainly because they want to socialize. They want to meet new people who share the same categories of interest with them. Mostly they are looking to connect on a personal rather than a business level. So always keep this in mind and incorporate it in your lead generation techniques. Instead of going at it right away, spend time to interact with them using their language and style of communication. Get to know them on a personal basis before you introduce your business. They want solutions, but not to be imposed upon People want pertinent solutions yet they don t want these solutions to be imposed on them. Some of them sport an attitude that says, Back off! I don t need your imposition! Translation: Present your solutions when I ask for it. Otherwise, leave me be. They don t want to be told about what they need to do. If they need your help, they will come to you in their own terms and in their own time. Just make yourself available and wait for them to approach you. This process will be easy if you focus your time in packaging yourself as an industry leader since it is a very effective technique to appeal to your market. Creating a compelling page While there are millions of people spending millions of hours sharing and learning in Facebook, there are also millions of business page that are 11
communicating and engaging with that network. So it s your job, as a network marketer, to create a compelling page. Not only is it your task to attract more leads, you should also learn how to keep your followers wanting for more. Your lead capture page should relay frequent, time-sensitive updates without spamming the news feed of your followers. Many of these people have had the experience of being spammed. So if they see that your page is no different, it is more likely that they will shy away from it. Remember the attraction marketing? You want people to chase you and not the other way around. Determine how you will stand out from your competitors The competition for online network marketing businesses has always been stiff. And since social networking has become the hot new tool for promotion, network marketers are always looking for ways on how to stand out against the competition. Savvy business owners are now realizing that people won t simply patronize a business page. This means that they have to present themselves first as the solution to the needs and wants of the potential customers before they can attract them. And simply using social media sites doesn t guarantee leads or profits for your business. You have to make sure that your company impacts your target market. IV. Personal Profile vs. Business Profile: How to use both? A. Why have both? Remember that you have to establish a solid relationship with your potential customers before you can attract them to join you. While the business profile 12
allows you to communicate the formal language of sales, the personal profile allows you to interact and communicate on a personal basis. Most people would rather have the page owner as a friend first and get to know them personally than skip the getting-to-know-you part and jump right at the business relationship. So make use of your personal profile as a key to nurture relationships with your friends, reach a wide audience of 5,000 max, and keep up to date with them regularly. B. What is a personal profile for? Personal profiles are intended for people, not for businesses. If you read the Facebook terms, you will know that it s prohibited to use a personal profile for business purposes. Now if the people behind the social media site found out that you violated this rule, it s most likely that they will delete the entire profile. So much for all your efforts setting up that profile and hard work getting friends! Don t worry; you can still connect with people using your personal profile on a business level. You can always keep in touch with your family, friends, and acquaintances; but you can also connect with your potential leads for business purposes. For example, you can chat with them using the chat box at the lower corner of the screen at the right. Or you can send them private messages. Since people prefer to know the person behind the business page, these are effective ways to interact with them. It s also a way for you to create your personal brand. C. Personal Profile Etiquette Controlling the information that you share (content, links, pictures) Spamming your newsfeed with irrelevant content is a big no-no. Though it s normal to be passionate about something that you want to share it to the Facebook world, your friends can only take so much out of their day. You need to know when to draw the line somewhere in how much they want to hear. 13
Posting content that highlights your personal interests and your professional areas of expertise can help establish connections. That is, if done to a minimum. Just offer them a glimpse of these different aspects of you. Controlling the privacy settings Learn how to use the privacy settings. By default, your profile is viewable to the public even those people who are not your friends. Of course, you can always decide on to what extent of information these people can see in your profile. If you want to appeal to the widest audience, fill up the fields for a variety of interests, both personal and professional. Just be careful on what you put into your basic information. You don t want to have unwanted callers pestering you. D. What is a Business Page for? While a personal profile is made for people, a business page is intended for business purposes. It is a great platform that you can use to promote your business and market your products or services. One of the reasons why Facebook Pages are becoming so popular right now is because of the viral effects that it can produce. Attraction marketing, anyone? Your page can have unlimited number of fans but it has no direct messaging ability. You can only communicate with them by posting content on your wall as well as uploading photos and videos. E. Fan Page Etiquette Updates It is very important that you know how to post updates and when to post them. How often do you update your fans? Do you it every couple of hours, twice a 14
day, or once a day? Again, avoid spamming the newsfeed of your followers. There is nothing worse than checking your newsfeed for fresh updates from different pages, only to find out they all came from one single page. Do that for a week and you ll see a significant decrease in the number of your followers. Provide relevant Content While you might think it s interesting that you just had a pizza for dinner and you want to tell in to the world, your followers are likely to be uninterested to know that information. Save the trivial stuff for your personal profile and stick to the interesting matter. Provide information that you know will benefit your followers, something that interests them a lot. Maybe they want to know about that exciting new product your company recently launched. Or maybe they are new at network marketing and they are looking for the go-to person that they can ask. So get creative, interact with your followers, and keep up with the latest trends that can easily fit your business to the crowd. F. How to link the two In terms of marketing strategies, you can link your personal profile and business page to grow your business. You can easily create a business page using your personal profile. With the new Facebook features, there is now an option where you can switch back and forth to your profile and page without logging out. This way, it will be easy for you to manage and check any notification or message on both accounts. 15
V. Creating a Marketing Plan The business networking environment on the social media site is enormous and holds virtually limitless possibilities. And there are millions of MLM leaders already established on Facebook. And now that advertising has been incorporated on the site, end users have grown acquainted with them. Though PPC is an effective tool, you don t have to limit your marketing efforts with this method. Go out of your way and explore the many possibilities. Don t hype your customers into joining your page. If you do this, it is very likely that they stay away from you and shy away from your business. Plus, involving marketing hype is not the key. It will be hard for you to build friendship and lasting relationships. Do something unique and valuable for your followers as much as you can. Making your customers feel unique and appreciated is part of successful relationship marketing. You can make exclusive offers, discounts, and even contests every now and then. Just be active with people. If you can effortlessly do that, you ll see the massive amount of leads trickling into your page. 16
VI. Establishing a Professional Presence with Fan Pages & Groups A. The Difference Between Fan Pages and Groups Fan Pages Groups Search engine optimized Yes No Mass Messaging No Yes Membership Restrictions No Yes Support for Applications Yes No Vanity URLs Yes No Visitors Statistics Yes No Discussions/ Interactions Yes Yes Promotions with Social Ads Yes No Event Inbox Messaging No Yes B. How to use a group? One way to capitalize on Facebook s enormous user base and grow your network is to use Facebook Groups. It is a feature that allows users to connect, discuss, and network with people sharing a common interest. It is a private space where you can control who sees what you share. 17
Through this, you are able to share different things with different people. Unlike in newsfeed, your members (granted that they are your friends) receive notifications whenever you post something in the group s wall. Groups come in three flavors: Secret: Only members can see the group and what members post. Closed: Everyone can see the group. Only members see posts. Open (public): Everyone can see the group and what members posts. Share with the group Post updates, questions, photos, and more Chat with the group Create shared docs Schedule group events C. How to set up a group? Setting up a Group requires you to have a personal profile. 1. After you have logged in to your account, you can see the Group option at the left side of your newsfeed, right above the application options. 2. Click on the Create Group icon. 3. A small pop-up will appear on the screen. 4. Fill up the form and then click "Create." 5. You will now be directed to the Group page. You can upload a profile picture, edit settings, and add more members. Congratulations on creating your new Group! 18
D. Finding Members for your group Finding members for your group may be a daunting task, especially if you re new to this. Your members should be the potential leads for your business and not just anybody. Don t worry about unwanted members spamming it; they need to be invited to join the group. So what you need to do now is take a look at your friends list. Study the people in it. Who among them have the potential to be your customers? Who do you think will take interest in the business? Once you have filtered them, start adding your qualified leads to the group. Now you can start networking! E. How to maximize your group The maximum number of people that you can add to a group is 5000. So maximize that limit and add as much as you can. Do you only have 1000 friends? Not a problem! Get your group members to invite people to join. Encourage them to broaden the group s contact base. By posting interesting and useful content, they will be more than happy to share what they know. After all, more members mean more potential customers. F. Setting up a group marketing plan Setting up a group marketing plan will help you generate the number of members that you need. You can come up with an effective marketing plan by answering the following questions: How many members are you looking to add daily, weekly, or in a month s time? How long do you plan to maximize the member capacity? Where can you find the leads that you need? What type of technique or strategy should you use to reach your goal? 19
G. Avoiding Spammers You may not control what your group members can share in the group; but you can remove inappropriate or spamming posts. And you can definitely ban people who keep on spamming the feeds. Just be sure to visit your group every couple of hours to check the recent activities and interactions. It will be easier for you to monitor spammers and indecent content postings. H. How to use a Fan/Business Page Once you ve got your business page up, you need to solicit fans. After all, the page will be of no use unless you ve got a number of followers that you can market to. So here are the things that you need to do: Know who your target customers are Fill out all the needed information on your page Use client-focused language Embed an opt-in to collect contact information from your page Interact as your page / promote your page Post content / give updates at least once a day I. Successful fan pages to follow Following successful business pages can help you gain ideas on your business promotion, product branding, and network building. Since these pages have been around longer than yours do, they have enough knowledge and past experiences that they can share with you. It will also help you gain techniques and strategies that you may find useful. So go ahead and click like on their pages. It will serve you well. 20
J. Key elements of a successful fan page Strong Web Presence Sometimes, no matter how great the content is, your Facebook page won t grow. One reason might be because of lack of web presence. Is your page getting the right promotions? How many Facebook users are aware of the existence of your page? Compelling Welcome Tab The default welcome tab for any visitor to your page is your wall. How is that working for you? Are you generating likes with that setup? If not, then you might want to create a custom landing page for your visitors. Design using a simple HTML editor and paste it into your fan page using FBML. List Builder Using your welcome tab, you can build a list and gather names or e-mail addresses of your visitors. Enlist the help of the many applications that you can choose from and integrate one of their scripts into your tab. K. Converting leads and creating interaction Convert your visitors into leads and create interaction with them by: Regular updates, online interaction, contests or quizzes Relevant calls to action in your posts Optimize your offers with landing pages Keep your interactions light and easy Quick responses to queries E-mail auto-responder, newsletters, and subscriptions 21
VII. Creating Demand with Facebook PPC Ads A. Why FB Pay-Per-Click? FB PPC Ads allow business owners to reach an enormous target market of 750 million users! You can increase your sales and grow your network by enlisting the help of these ads. And it can definitely boost your ROI. Also, over 50% of users prefer to click on sponsored links rather than the natural results because they are more attracted to the ads. In addition, PPC campaign is a fast process to get your ads listed on the profiles of Facebook users and generate potential leads. B. How to create FB PPC Ad? Reach Your Target Customers Connect with 750 million potential customers Choose your audience by location, age, education, gender, and interests Know what works and what doesn t by testing simple image and textbased ads 22
Deepen Your Relationships Promote your Facebook Page Use the "Like" button to increase your ad's influence Build a community around your business Control Your Budget Lay down a daily budget that you are comfortable with Adjust your daily budget whenever you feel needed Choose to pay only when people click (CPC) or see your ad (CPM) C. Targeting the right audience using your Facebook PPC Ad Though it is widely acknowledged that PPC advertising is a fast way to get traffic to your page, it doesn t guarantee quick profits. One notable reason for this is that the ads are often clicked on by unqualified leads. Avoid this by using the advanced targeting of FB PPC. It allows you to specify not just the product but also specific information that will lead you to your target market. This includes specific location, age bracket, gender, interests, and more. With this information, you can easily set the criteria for the market that you want to target. D. Understanding metrics from your PPC Ads Click Thru Rate CTR helps you learn how well your ads relate to the market you are targeting. A CTR of 3 percent means that for every 100 times your ad is displayed, 3 people click on it. The higher your Click Thru Rate is, the more chance you get to convert traffic into sales. 23
Average Position This metric tells you how high or low your ad typically shows up. It all depends on how popular the keyword is that you are bidding on. To avoid getting clicks from unqualified leads, test to find the optimal position for you ad. Impression Share This is measured at the campaign level and determines how often the ads show in relation to the total number of queries available for the keywords. Impression share lost by budget tells you to allot more budget to gain search exposure while impression share lost by rank shows that there is a chance to increase the bid in order to gain more visibility. Optimize your impression share to get assurance that your ad shows up on a large percentage of searches. It will improve your chances of winning in the click and sale. VIII. Customizing with Applications A. Different applications that you can use Static FBML The Static FBML app can be used to make your business page a distinctive destination. Not only that, it can also provide interaction for your page sidebar. Instead of functioning as a tab, put it into your page to act as a box. Social RSS Social RSS is a smart tool that you can use if you have an account with another social media site that you d like to bring to your Facebook page. This app can be configured to automatically get updates from any RSS feed and display them as posts on your business page. This way, you ll have your content automatically posted without having the need to republish it manually on your page. 24
B. Adding YouTube and Twitter YouTube Creating a video content is highly recommended in your social media strategy. It can help in generating more leads for your network marketing business. So don t be afraid to dedicate a page tab to your YouTube channel. Twitter Installing the Twitter application on your Facebook page can keep your followers updated with your latest posts. This application is designed to help you integrate both accounts easily, giving you more time to interact with your customers. And because Twitter and Facebook are great platforms for social media branding for a business, interlinking them will drive more traffic and brand awareness to your page. C. Customization Effective customization will make your page stand out and will set your business apart from the competition. And creating a simple fan page won t help you get the number of followers you want. Remember, attraction marketing? Page customization is very well a part of it. Using some useful applications, learn to customize your page within a few minutes. D. Linking to your blog If you have a separate blog that you update regularly, you definitely don t want to publish the content all over again manually on every social networking site you join. Keep your fans up-to-date without repeating yourself by importing the content from your blog to your page. Here are some great publishing platforms that you can use to integrate with your Facebook page. 25
Custom CMS or XHTML site WordPress Movable Type/TypePad Drupal and Joomla IX. Understanding Metrics & Tracking on Facebook A. Metrics Basics Take time to check your Facebook activity to keep your momentum going. It may not be the most exciting task of your day but it can help you keep up with the progress of your page. Total Fans and Unsubscribed Fans: It is very important that you determine the cause or any trend related to why your fans unsubscribed to your page. Also, you want to study a specific time frame or even that your page is able to generate more leads. Interactions per Post: What type of posts are getting the most attention? What type of content appeal to them the most? This metric is extremely helpful since it can help you in determining what keeps your fans coming back for more. Page Views: This metric determines the relation between your daily page views and the number of your fan base. Demographics: It gives you an opportunity what demographic groups are the largest and growing the most on your business page. 26
X. How to manage your Facebook account under 30 minutes per day A. Key things to do daily Post fresh and relevant content Whenever you post something, make sure that your content helps, educates, empowers, and entertains your followers. This will stimulate their interest and keep them coming back for more. This means that you have to post timely updates and latest events in your page. Consider creating notes, video, articles, reports, or any other form of media that you know your market will appreciate. Get creative and deliver your content in different formats that will attract a wider reach of qualified leads. Interact with your followers When a follower has some issues that they are looking to solve and they came to your page for help, give personal and direct response. Don t ignore them. Remember that without them, your page will do you no good. So reach out and socialize. Check your notifications How many people posted on your profile today? How many of them commented on your wall post or on your pictures? Checking notifications and responding to the thread is a great way to communicate with your followers. It will give them the impression that you are willing to reach out to them on a personal basis. Update your Page (profile picture, interests, and other information) Update your page regularly. Make sure that all the information that your followers can find are up-to-date. When was the last time you checked your information section? 27
B. What not to do in Facebook Posting Irrelevant Content The last thing your followers want is their newsfeed being constantly filled by irrelevant content that they want nothing to do with. Not only will this annoy them, it will also make them unlike your page. Offending other people s beliefs, religion, culture, race If you have a successful business page, it is most likely that your fans came from different countries and culture. So be sensitive with the content that you share. Is your post offending any person in any way? Violating this can make your page jump from being active to non-existent. 28