Last Friday we started chatting with Treacle of The Lingerie Addict about how we could start utilizing our Facebook pages in better ways. She offered up many great tips, including creating custom landing pages, creating a community around your Facebook page, and utilizing tools like our photo albums. Treacle had SO much awesome information to share that I broke it down in to 2 posts– this one focusing on building consistency in your posts, building numbers, and exploring Facebook ads.
What do you think are important points fashion bloggers don't realize about Facebook?
I think one of the most important things for fashion bloggers to realize about Facebook is that not every fan of your page sees your wall posts. Facebook uses an algorithm called Edgerank to determine if your status updates appear in your fan's newsfeeds and this algorithm analyzes things like comments, likes, and page visits to determine how relevant you are to that particular fan. So you could be posting things, but they may only be appearing on 20% or 30% or 40% of your fans' walls.
I think the other thing fashion bloggers have to realize is that consistency matters. Like most social media, you can't pick Facebook up for a couple of days, put it down for a few weeks, and then pick it up again. Consistency is key to both building a fanbase and to keeping that fanbase engaged. You have to post at least once everyday to your page, and that's the bare minimum.
The third and final thing I think many fashion bloggers don't realize is that Facebook advertising can be your best friend. Facebook is one of the top 5 referrers to my blog and though 85% of my fans are organic, Facebook ads are a great way of building your fanbase quickly…especially when you're running a social media campaign. I've run Facebook ad campaigns for as little as $4/day and gotten dozens of fans for literally pennies each. You can't find an advertising rate better than that anywhere.
How can bloggers build consistency in their use of Facebook without appearing off-topic or posting for the sake of posting? Is it a place where you CAN get a little more off-topic? Is it the place where I can engage people by talking about runway shows when I don't post about them on my site?
I think to answer that you have to think about the purpose of your Facebook page. There is so much more happening in the world of fashion than we could possibly post to our blog and Facebook is a way to have those conversations on current events. It can also be a platform to share details from your personal life (to make yourself more real and relatable) or even a platform for affiliate promotions and special offers. It all depends on what you're wanting to use Facebook for and what your fans are hoping to get from your page.
I remember when Treacle was first exploring the option of Facebook ads in the IFB forums, and so when she mentioned it above, I knew that I had to ask her more about her experiences.
Do you think, when using Facebook, that ANY fashion bloggers should focus on ads as a way to grow their site? Does it depend on where you are in your Facebook growth?
Great question! The very first thing fashion bloggers should focus on is crafting a page that people want to stay at. Think about the way we browse the net…you decide if a page is worth staying in a second. Probably less. Prospective fans will be doing the same to your Facebook page. Recruit your friends to give you those 25 likes for a branded url, customize a landing tab, and make sure you have some activity happening on the wall before you launch an ad campaign. That may sound like a lot, but it's really only a couple of weeks of work, and it's worth it to make sure you don't waste your $$$.
That said, ads are a great way to boost your fan count quickly and hit those major milestones that make a difference in media kits, ad rates, and yes…blog readership.
What tips do you have for building a dynamic ad that attracts attention, clicks, and likes? And what tips do you have for targeting your ad?
The first thing I tell people before building their first FB ad campaign is to see if there are any free FB ad coupon codes out there. It's super easy to learn FB ads, but there is still a learning curve and you want to minimize your personal risks as much as possible when you're first starting out.
The second thing I tell people is to be prepared to test and tweak. You need to run multiple ads, especially those first couple of days, to get a clear sense of what's working and what isn't. Split testing (for both photos and text) is essential. Otherwise, your ads aren't optimized and you're basically donating money to Facebook.
The image is the most important part of the ad. It's what's going to attract attention and convince potential fans to click. Horizontal layouts, bright colors, clear and simple imagery (no clutter), and human faces (preferably smiling human faces) all help make your ad stand out. Your ad should also include a clear call to action (such as, “Like my page”) so people know exactly what you want them to do.
In terms of targeting, I've used FB's pre-decided targeting parameters and I've input my own targeting parameters, and I've found that I prefer to input my own. Targeting your ads basically lets you handpick the kind of fans you want on your page. Are you talking to Etsy shoppers? Burlesque fans? Vintage mavens? You can speak directly to those people by targeting your ads. In short, think of your ideal fan (how old is she? what does she like? what are her interests and hobbies?) and create an ad for that person.
Who are your top 5 picks for bloggers or brands who utilize Facebook pages in an inspiring way?
As you know, I'm a lingerie blogger, so all my top picks are going to come from the lingerie community. I hope that's okay! 😉
Kiss Me Deadly
What Katie Did
Faire Frou Frou
Frederick's of Hollywood
What brands and companies run your favorite Facebook pages? What techniques do you notice that they're utilizing really well? Do you have any questions or thoughts to share about making the best of your Facebook experience?