I was quite excited to get a chance to speak to facebook expert Brian Carter about some of his recent work with facebook training. I've been following his weblog posts for some time, and have chatted with him informally before, but I wanted to get to ask him some certain questions about Facebook marketing and advertising, since he's been performing a lot of training and speaking on that topic lately. Here's the transcript of our chat interview:
Richard Drew: Hey Brian thanks for doing this interview! You've been performing a lot of Facebook marketing and advertising lately but you haven't usually completed that- how did you come to focus on this?
Brian: Thanks for asking me. Yes, I started with Seo in 1999 and AdWords in 2005 – I became identified as an google adwords consultant so significantly that Google really suggests my name when you kind in adwords consultant- and I got into Twitter and blogging a lot a lot more in 2008, then got dragged into Facebook in 2010 by a client. I didn't want to do it and didn't feel there would be any ROI. I'm pleased to say I was wrong about that- we've seen a quantity of companies make profits from Facebook marketing and advertising, if they do it the correct way. And so now I'm a Facebook expert, too. Possibly you can tell I adore learning.
Richard Drew: It's clear. You said performing Facebook the right way? What are the right methods that lead to profits?
Brian: Nicely, however a lot of folks don't plan ahead- so they could start off with the wrong page name and discover out that's the headline of their ad when they go to advertise for fans. Or they attempt to get fans for free of charge and get a huge number of unqualified fans who will by no means buy from them. So you have to believe ahead about issues like that, and spending budget some money for ads, and either use a Facebook ad consultant that can get you low-cost targeted fans or find out how to get more fans yourself.
Richard Drew: Do you have to advertise?
Brian: A lot of folks attempt not to. But when there are corporations out there getting fans for 10 to 15 cents, and those fans acquire from them, whilst you have other corporations spending a lot of sweat equity and employee time trying to get fans that don't acquire from you- I believe it's obvious. But it might not be obvious to men and women who don't see how effective and special the Facebook ad platform is.
Richard Drew: It's distinct from AdWords…
Brian: Very- AdWords is keyword oriented. It's demand fulfillment. If someone is prepared to “buy shoes” they'll search for that and you can sell them shoes. But if someone loves to acquire a lot of shoes, you capture that individual on Facebook and sell to them over and over. Facebook ads can target by interest, hobby, passion, as effectively as demographics. It's the most effective ad platform ever.
Richard Drew: Ok, so switching gears, what kinds of mistakes do you see men and women producing with their posts, when they already have a fan base?
Brian: Ya, with Facebook for business marketing, the worst thing you can do is sing “me me me” – as in, speak about what only you or your corporation care about. If you're in marketing and sales, you require to connect to what the prospect audience cares about. Why are they a fan of your page? Since they LIKE some thing you offer. So kindle the fire of that passion they have and occasionally mention that you have a product or service for that. You can't do calls to action as powerful as in other mediums, but you can quickly do more to arouse their desire for your providing.
Brian: And you have to do that- if you want to stay visible to your fans, you have to get them to like or comment on your posts.
Richard: You mean due to the fact of EdgeRank?
Brian: Yes, numerous many individuals don't comprehend that your fans aren't going to your page that a lot. They see you in their newsfeed, or they don't, and they'll only see people and pages they interact with, so you have to get a response from them on each post, or you're invisible.
Richard: Nicely so what can companies do if they did it wrong- are they doomed to be invisible to their existing fan base?
Brian: No, we have a tactic for rehabilitating your EdgeRank- you go to the Facebook ad platform and acquire a sponsored post story and advertise only to your existing fans. Then people are seeing you again and liking and commenting once again. This assumes, of course, that you commence writing far more engaging posts like we teach in the 201 module of FanReach.
Richard: Quite cool! Well, I don't want to maintain you too long- can we do another interview sometime soon?
Richard: Will do, thanks!