Everyone is talking about Facebook. All the kids are talking about it and even my mum is talking about it. Facebook is also being touted, repeatedly, as a valuable business tool. However, in reality, many businesses that we speak to are struggling to use it in a way that translates into real bottom line value.
The value that can be enjoyed from Facebook will differ depending on your business and what you are trying to get from it. In this post we are going to talk about how we have benefited from using Facebook in a few different ways; from increasing awareness of what we do to making contact with potential sales leads using a simple web presenter Facebook app (we just coined that phrase).
Using Facebook to raise awareness
If you think in terms of the marketing funnel and appreciate that the bottom layers of the funnel depends on the top, then you should be able to see value in Facebook – in terms of raising awareness of your brand, if nothing else. If you are only attributing credit for your conversions to those ‘last clicks’ (i.e. the last bit of the customer journey before buying your product) you are failing to recognise the hard work that has been done further up the funnel that may have started off the customer journey, leading them to the eventual conversion.
At My Web Presenters, we used a simple web presenter Facebook application to grow our ‘likes’. For us, these ‘likes’ are symbolic of a growing awareness of our brand. The app is accessible from our Facebook page and you can see where it is placed on the page from the image below.
When a visitor clicks on the ‘Try On Your Site’ app they are taken to the following screen. This page explains that all they need to do is click ‘like’ to be able to try a web presenter on their website.
Once the visitor has ‘liked’ the page, they are taken to the following page which allows them to simply input a web address. They are then taken to that website and will see a live demonstration of a web presenter (try it for yourself!).
The fact that this app is so interactive is it’s strength. It also enables the visitor to see exactly what we do, and what we could do for them, within a few clicks.
Likes from advertising & viral sharing
Facebook adverts have proved to be an effective way for us to increase ‘likes’ to our Facebook page. The screen shot below demonstrates how a spend of £34.25 has resulted in 96 clicks and 148 likes. This means that for every person that likes the page, MWP are getting 0.5 people virally liking the page. In other words, friends of the original likers.
The great thing about having a Facebook page, and also Facebook advertising, is that you can use their analytics (or ‘Insights’) to assess the impact that your actions are having on the success of your page. So, as you can see above, it is easy to measure the worth of paying for advertising to increase the number of people who like your page.
There are a number of other factors that can be measured using the Insights feature. These include demographic information e.g. the gender of your ‘likers’. Also, you can see which countries and cities people are from. Insights creates a handy graph so that you can see when you have had new likes and where they came from.
This information can be extremely useful if you want to target your activity towards ‘likers’ who are more likely to buy your product. Using Facebook Insights, we were able to identify people with particular interests that indicated that they might be interested in working with us, as a video production company.
If we had simply added the web presenter Facebook app to our Facebook page, without actively promoting the page by a) consistently interacting with our existing audience and b) using Facebook advertising, we simply wouldn’t be able to boast the recent increase in our number of likes. The success of a Facebook page needs a strategy. It doesn’t have to be complicated, but a planned approach will yield greater results.
Assessing the impact of Facebook on conversions
By using Google Analytics, we are able to measure the impact of Facebook on views to our website and therefore any conversions we are measuring. The screenshot below shows a graph, from Google Analytics, from the same period that you can see in the Facebook insights above.
What the graph demonstrates is that within this period of time, 65 unique visitors clicked through to our website from Facebook. From these 65 visitors, three of them converted (i.e. they asked for information about our product). This might seem like a relatively small number of conversions but in fact, these three conversions represent three new business leads which have been generated at a cost of £34 on Facebook. Even if we were to only achieve one order from the three leads, the return on investment is still significant.
It is easy to see how activity on Facebook and other social networking sites cannot be easily separated from bottom line conversions. Our experience has shown that Facebook marketing has a direct impact on our sales. It also has an indirect affect in terms of the peripheral awareness raising that happens as a result of our presence on Facebook.