By Don Day
It seems like everyone is doing everything they can to rack up Facebook likes. Buttons on their websites, inviting their friends, signs at point-of-purchase, paying Facebook for likes and more.
Many marketers will ask "how many Facebook likes do you have?" to quickly asses the success of a business.
STOP. THE. MADNESS.
Trying to juice your like number is probably a giant waste of time. And I started and nurtured the local Facebook page in Idaho with more likes than any other.
For many brands, this is not your best marketing option.
Sure, it's ostensibly free - but you are using your time and muscle to try and drive people into your Facebook page.
The thinking used to go that the more likes you have, the more likely you are to reach them with your specials, deals and business content.
But Facebook's game isn't to give you free exposure. Its game is to make money (which it does quite well). And while I think Facebook is probably one of the top ways to precisely target an audience (more on that here) - there are far better ways to do that then with a big bucket of likes for your Facebook page.
Let's do a thought exercise.
Pretend that you've employed every tactic you can think of and have 1,000 likes. It probably took you at least a year. Now let's say you follow every single Facebook best practice when you post.
Even so, the latest research from mega-agency Ogilvy shows your post will only reach about 6.5% of those fans that you consider "yours."
That means that each time you hit post on FB, the blast will only show up in the feed of 65 of those 1,000 fans that you worked so hard to nurture.
If you're lucky, maybe 10% of those reached will take some sort of action - a paltry six people. Six.
I'm a big believer in data marketing however. But you need to find a way to OWN your data. You can do many powerful things with your own first-party data, but you have to be aggressive in collecting it.
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Get people's e-mail address. Do it on your website. Collect them in your store. Get permission from your contacts to add them.
Promise deals and specials. If appropriate, give a discount for signing up. Maybe provide some exclusive content.
Let's repeat our thought exercise.
You do everything you can to snag email addresses. You build up a database of 1,000 or so.
The average open rate across all industries has been stable for quite sometime - and hovers around 22% (it can be higher for some industries and lower for others). Of that 1,000 folks, 220 will see your average email blast. Plus, with delivery rates in the 95% range - the vast majority will at least see your subject line.
The average clickthrough rate is 3.57% according to DMA. Of your 1,000 users - about 35 will take action. AKA -- nearly six times as many actions than you get from Facebook.
Email can ultimately be a little more complicated than Facebook. Your emails need to be optimized for mobile. You should ensure your email list is segmented (which will boost open and conversion rates). You have to be consistent.
Day365 can help you untangle email - and help produce better results. Contact today and we'll help you make sense of it all.