Having a loyal following is a great position to be in as a marketer. Some call this your audience, some call it your tribe. I like the term ‘tribe‘ better because it implies that they stick with you. An audience could be filling up the room but not listening!
When you’ve taken the time to build a tribe – and you can only do this over time, with integrity – your business will take off because they will follow you anywhere. They will try any new products that you create or promote. They will interact and give you feedback, thereby helping you grow your business.
They will help you grow and succeed, all because they believe and trust in you.
A non-responsive audience on the other hand? What’s the point of having a room filled with thousands of people who don’t care?
What’s the point of having a list of thousands of prospects that never engage or buy? We want to focus on growing a small group (at first) of highly responsive buyers. Not people that we’ll never hear from again.
Something that has really become popular the last couple of years are Facebook fan pages. Setting up a page for your business and getting people to ‘like‘ it. The benefit seems clear at first – more exposure and another traffic source for your business and web site.
When I set up my fan page, I was excited! I linked it to my blog so that all my blog posts would automatically be posted on my fan page. I ran a couple of small, targeted campaigns to generate some likes. And I included a button up top to my free report to gather some leads and get prospects into my funnel.
A funny thing happened. Nothing.
I still have several hundred and counting likes but very little to no engagement. My posts get seen and a few people click through to the blog every now and then. But no comments and very few likes. A few times, I’ve gotten a free $50 advertising credit from Facebook. I’ve used it to run an engagement campaign on specific posts. When I do, those posts will get thousands of views but still no engagement. No comments and very little likes.
Facebook is a strange creature for online marketers. It can help us if we understand it, but I don’t think it’s a viable stand alone traffic source. Here’s why:
- Just like Google has in the past, Facebook can make changes to their policies. This can result in a lot of frustration
- Last year, Facebook specifically said “We expect organic distribution of an individual page’s posts to gradually decline over time…” And a Facebook spokesperson said, “the best way to get your stuff seen if you’re a business is to pay for it.”
- This means that your content will get seen by less and less people unless you pay for it!
As we all know, paid traffic can be great. Organic traffic is awesome. So if you’re on Facebook, I would recommend two things:
- Make sure you’re driving your likes/fans to a data capture page. You don’t want to communicate with them only on Facebook You want their email addresses in your own database, so you can email them, drive them to your blog, etc. Facebook should be a supplement.
- Set up a private group page, not a fan page.
A closed group will be invite only. In certain cases, having a fan page with thousands of likes might be a good thing, but not for an affiliate marketer. Remember, you want engagement. You want to use Facebook to provide a platform for your tribe to communicate with you and each other.
By bringing them over to a private group – a Q&A set up is a great idea – you promote interaction. And you already have their contact info, so Facebook can’t take that from you. Use that set up then to keep them updated on what you’re doing and promoting. But mostly, to continue providing killer content so they’ll continue to visit the page and engage with you.
Take a few minutes and watch this REALLY interesting video on how Facebook likes work!
To Your Success,
Adel (‘Oddle’) is a longtime internet marketer and online marketing coach. Far from perfect, he has spent many years (and many dollars) learning just about every mistake there is to know when it comes to online marketing... all just so you, dear reader, won’t have to suffer through that same agony.
He now works online full time, doing things the right way. You can visit his newest blog – www.RecruitingForMLM.com – for more helpful information, to contact him or to add his Facebook page and follow him there!