brightonseo - how to win fans and reach people
Post on 08-Jan-2017
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How to win fans and reach peoplePractical tips for Facebook
@jesstiles
A little story from Africa
Website &
resources
Facebook page
How to get social sessions?
How to get Facebook page likes
How to win fans
Buy page likes
New page likes 968 15,423 1493%Website clicks 24,741 4,431 -82%Organic reach 7.57% 6.91% -9.55%All sessions 1,387,120 1,247,286 -12%Cost per session
0.0008 0.0016 100%
Doing the math
* Based on 4 weeks of test data
Spending money buying likes leads to less website
traffic at almost double the cost per session
I want it to be free
SEO your
Facebook page
Use your owned media
Website
Emails
Confirmation pages
* Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails
CTR performanceCTR
Like box homepage 0.04% Nice to havesIcon header 0.01%Icon footer 0.06%Icon newsletter 0.05%
Icon transactional 0.20% Do thisConfirmation page
6.26%
Winning
Link to your Facebook page at the end of every user journey to win fans
How to reach people
Organic reach is declining
Edgerank simplified
Engaging posts
Clickable posts+
Sessions
$
Engagement rate(likes + comments + shares /
reach)
Conversion rate
Reach
Fans
CTR
Step 1: Get engagement
Nogrumpy cat
Puzzle0.89%
engagement rate
Quote0.62%
engagement rate
Humour0.61%
engagement rate
Everyone can do this
TBT0.75%
engagement rate
Holiday1.00%
engagement rate
Birthdays2.89%
engagement rate
You can do better
NationalismNostalgia Culture
Engagement Rate
Humour 0.61%Quote 0.62%TBT 0.75%Puzzle 0.89%Holidays 1.00%Birthdays 2.89%
Be brand relevant
Connect on an emotional
level to your persona for
better engagement
Step 2: Get clicks
Brand
What is more clickable?
Product Category
Winner: Category posts
* Based off 371 posts
Your fans are looking to browse
Post CTR Bounce RateProduct 2.69% 63%Brand 2.47% 52%Category 3.19% 33%
Grab attention with category themed posts, get the click and then
lead your fans down the conversion path. Don’t
only hard sell.
What about posting articles?Blog articles can be both clickable and
engaging
May not be best for
conversions
Align format to objective
Engagement Reach Clicks
Image Best Average Poor
Link Average Average BestVideo Average Best Poor
Status update Poor Good Poor
Step 3: Post quality
QUESTION
How often are you posting right now?
4 to 6 posts per day
60 to 80 posts per day
Optimum post frequencies
Consumer goods Publishing
e.g. Asos, eBay
e.g. BBC, HuffPost
Do social differently
Initial social Strategic social
Branded searches 16,000 16,000Brand name SERP rank 4 2Branded CTR 4% 11%SEO FB page visits 640 1,760Sessions at end of user journey
2,700 2,700
Owned media CTR 0.05% 6.26%Owned media FB page visits 1 169
3x more Facebook fans
Initial social Strategic social
Number of posts per day 2 6Organic reach per post 1,407 2,104Impressions 19,698 59,094CTR (with half clickable posts) 2.69% 3.19%Sessions 265 942Bounce rate 63% 33%Non-bouncing sessions 98 631
6x more non-bouncing sessions
Winning strategy
SEO Facebook page and link at the end of user
journeys
Post more engaging
and clickable content
more often
+
Follow @JesStiles
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