Not all Facebook pages are created equal. Some has thousands of followers while others have millions of followers. So what is the reason behind it? What are the features of these Facebook pages that contributed to their success and how can you tap into them? In today’s article, I’m going to talk about eight features of high converting Facebook pages that you should adopt.
As we all know that Facebook is the go-to place for social media marketing. The reason being the largest number of users the platform has worldwide. And it is now an established fact that Facebook drives more E-commerce sales than most of the other online platforms. According to a report, Facebook drives 20 times more traffic than Twitter. So how can you capitalize on these statistics for your business?
Let’s find that out
8 Features of High Converting Facebook Pages
Here are eight features of high converting Facebook pages that you can adopt in order to gain more traffic and more conversion.
1. Word-of-mouth advocacy
Word-of-mouth marketing is the most powerful and most effective method of reaching out to the right audience and converting them into prospects. According to an online study by Nielsen, 77% of customers admitted that they are more likely to purchase a new product if they learn about it from a friend or a family member. And it is evident that majority of the customers trust recommendations from their friends and family members more than any other method of marketing. That is the reason why top businesses believe in and invest more money to drive word-of-mouth marketing.
As stated by Mark Zuckerberg, CEO of Facebook
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”
If your followers can post on your Facebook page and get meaningful feedback from others, they are more likely to share your page with their friends. So what needs to be done? Provide followers with valuable content and drive engagement on your Facebook page.
2. Compelling call to action
You will be able to attract and retain followers and create potential by creating the right media and using a compelling call to action. A call to action is basically an instruction that tells followers and customers what to do next. So, if you’re wondering whether or not you can have a call to action on your Facebook page let me tell you, you can. Well, your follower’s page is more or less a landing page. You can have a cover photo, a timeline cover image, and header, an opt-in-box, a profile picture designated to suit your followers and a call to action.
The large size of the image and wide aspect ratio of the cover photo let you write simple call to action message. The call to action does not necessarily have to be a button on the homepage or the cover photo. It could simply be a link in the post or sidebar. You should include the appropriate link where the full content can be found whenever you share a post or update on your page.
Do not share all the content on your page just share the headline and link to it. It is important to make sure that the call to action is relevant and compelling to your followers. The best method to generate Facebook organic traffic and build a strong brand is by making sure that the content in graphic design agrees with the call to action.
3. Encourage communication between followers
High converting pages give their followers the chance to communicate with each other. When you get an understanding of how social media works, every message or piece of information that you share will encourage followers to start talking about it. If you can find a way to introduce a controversial topic or question, without annoying your followers, that also encourages communication between followers. You have to encourage communication between followers in order to retain them. You can ask a question and ask for their opinion and feedback.
4. Set a clear and definite marketing goal
What is the one common thing among high converting Facebook pages?
They all have a clear and defined marketing goal. Your marketing goals should be clear when setting up and managing the media content on your Facebook page. The focal point of your marketing should define exactly what it wants to achieve. It is necessary to be consistent with the one goal that is at your focus. The goal should be realistic as well.
For instance, if you set a goal to get your first 20,000 followers in six months, and your budget is not up to that mark and you’re not ready to invest time into content marketing, then getting to those 20,000 followers will be hard to achieve. So it’s important that you set one goal at a time.
5. Place the target audience first
Customer service is the most important aspect of digital marketing. Likewise, social media response is also important. In social media, users will stick to a brand as long as it responds to their questions promptly. On Twitter, almost 80% of tweets related to customer service are negative or critical of the branding question. Customers expect the brand to reply on Twitter profile in less than an hour. But most brands are not meeting this demand.
So, if you’re really serious about your marketing on social media, Facebook in particular, you have to put your followers first. You have to identify what your followers are struggling with and then find a proper and lasting solution to it. If you are able to solve their problems once, they will keep coming to you for additional advice and strategy.
The most important thing with social media is to respond to comments and queries quickly. That is why it is very important to be active on your social media account and check it every other day. Another way of putting your customers first is by featuring customer testimonials.
6. Conduct a Facebook page audit frequently
This is very crucial. You have to constantly look for ways to improve on the results that you are getting. Auditing your Facebook page will make sure that your page is configured to use all of the features available to you. Along with that, optimizing traffic from search engines. By auditing your page, you will be able to see areas for improvement. And when you improve those areas, the number of followers that you reach will probably increase.
You have to use the short description wisely. It is a space beneath your timeline cover image and profile photo that allows you to write only 155 characters. This is a limited space to tell the world about your page and link to your blog. So you should make sure that you are including precise, accurate and concise details in it. And include your blog or site URL in the short description.
7. Make your fan page a little more personal
Facebook pages must be more personal. Unlike when you launch a product, you focus on the business aspect more. With Facebook page, being more personal with your followers is the best strategy. With Facebook marketing, your mindset should be building a personal relationship with your followers rather than making money.
Facebook, in the first place is a “social network” not a “Business Network. “ Most of the high converting Facebook pages actually give a personal touch to everything that they do on their page. The ways by which you can connect more on a personal level with your audience is by replying to a comment on your page or addressing a question or problem.
8. Measure and track the metrics
It is very important to make sure that you are regularly tracking the right Facebook metrics. One metric that is worth considering is the engagement rate. Your engagement rate will definitely be on the higher side if you have been communicating and connecting with your followers on your social media for a long period of time. Besides that, you should check your followers reach. The number of followers who have seen your post, number of likes, comments and social shares. Other actionable Facebook page metrics to consider are organic reach, click-through-rate, and negative feedback and so on and so forth.
Wrapping it up
Although it’s true that Facebook has now become a great place for marketing of products. It cannot be denied that Facebook is a place to connect with people and build a personal relationship with them. So, marketers should smartly use their pages to give a great experience for potential customers, to share valuable posts, drive quality traffic to their blog and landing pages. With Facebook marketing, your focus should be on creating a socially inviting atmosphere for your followers to interact with you and each other.
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