Free Hack to Get Facebook Fans (8 Reasons Why Likes are Worthwhile)
by Grant Perry, Social Media Specialist, AIM
And it’s free.
But, hang on, why bother chasing after page fans I hear you groan. Isn’t organic reach dead on Facebook? If most fans don’t see my posts what’s the point in chasing them?
Well I did mention it’s free, right?
But, like most things, this hack takes a small bit of work so there is a time and opportunity cost. And you’re smart enough to know just because something is free that’s not enough of a reason; it has to be worthwhile.
So, can I give you a reason acquiring fans is worthwhile? No, I’ll actually give you eight of them.
8 Reasons to Invest in Facebook Fans
Organic Reach is not dead
Marketers have been claiming the death of email for years. But if email is the cockroach of the internet, surely Facebook is the scorpion or some ultra resilient online amoeba.
Yes, it’s true that organic reach has significantly declined over the last year or longer. Facebook no longer shows you every post from your friends or the pages you like.
Just as Google uses their big analytical brain to show you relevant search results, FB employs advanced algorithms (previously called EdgeRank) to determine what to show you.
To put it simply, for little brains like mine: they tend to show you more of the things you like.
So, if you react, share, comment or click on a post they’ll show you more of them. (Note: by “react” I mean clicking one of the new symbols below, including the good old thumbs up).Other likely factors include time spent after the click (don’t mislead people), the type of video used (upload natively or use FB live for more reach) and load times (fast loading Instant articles will almost certainly be favoured).
Whatever way you slice it, you need to work harder (or smarter) to get your piece of the FB free pie.
Critics complain FB is limiting reach to force advertisers to spend more. Zuckerberg counters they’re simply trying to create a better user experience by helping people manage the firehose of content.
The truth is probably somewhere in the middle.
In fairness to Facebook they had to do something. They now have more than 1.6 billion users who spend an average of 20 minutes a day on the social network. Each of those users has around 155 friends and likes a similar number of pages. That’s a mountain of content in your newsfeed that would otherwise overwhelm most folks.
What this means for publishers is an even greater need to create good content that people will engage with. And so long as that content is relevant to your core business ideas your most engaged fans will be great prospects to become loyal customers.
(AIM tip: make your page posts consistent with the messages you use for other channels, such as email).
So, yes there’s a good chance your organic (not sponsored) posts will only reach 10% or fewer of your fans. But those one in every ten will be your best fans and potential advocates.
It’s really not so different from email delivery.
Not everyone who signs up to receive your e-letter receives your mailings (thanks junk folder) let alone opens them. If they don’t open and click your mailings chances are the email provider will filter them or the publishers sending those emails will segment mailings themselves.
The same is true for FB. Don’t give up on posting to fans, just accept not all of them will see those posts. At least not organically. Which brings me to…
Fans are a great target to advertise to
People who have paid for fans have a hard time bringing themselves to pay again to reach them. Don’t be one of those people. It’s simply another form of remarketing.
Some of those fans you may have paid to acquire, others came organically. Either way they should all be a great audience to target to. They know you already, enough that they liked you…literally.
As mentioned above, because the vast majority of fans will never see your organic posts, you should add them as an audience to pay to reach. They’re very likely to respond well to lead gen or paid offers.
You can target friends of fans…and fan lookalikes
It’s not just fans who you can target. You can also target friends of those fans. Every fan you add gives you access to 150 of their friends too. And you’ll benefit from the implied endorsement of people seeing their friends connected to the page, like below.
You can also create a lookalike audience – people similar to existing fans – to run ads and promoted posts to.
Page likes are a good conversion objective…especially on mobile
Asking for someone to like your page is an easier emotional and physical commitment than entering an email address or payment details. This is especially true on mobile phones where the older demographic often don’t like to type but can easily tap “like page”. Having ad campaigns to get fans and remarket to them (as per #2) can be an effective strategy, especially if you find converting on mobile challenging.
Fans are FB friendly
FB likes you keeping people within their ecosystem so you’re less likely to have ad disapprovals. It’s a good way to build ad history and test different audience targets, images and copy.
Build your advocates
Good, engaged fans will share your content – helping drive traffic and trigger social signals to boost SEO. They will also be most likely to comment favourably and support your views. Those endorsements are always more powerful that anything from the company itself.
An alternative (and complement) to email
People communicate with each other in multiple ways. They email…text or online message…phone…and use social media. I’ve even heard that some people still talk face to face. As a business you need to offer similar channels of communication.
Using custom audiences you can target readers with content aligned to your email broadcasts. It’s a great way to reinforce your message in a multi-channel world or reach those who had their email land in their spam folder. You can also reach those fans who aren’t (yet) ready to commit to giving an email address.
In this age of transparency the number of fans can be a simple way for people to measure your credibility. People can check how many fans you have (and if any are their friends, as in point #3) when seeing your sponsored posts or if they search for you on FB. You can also display your FB fan numbers on your website to provide immediate social authority.
So, if you’re convinced that acquiring fans is worthwhile you probably want to know how to getting them.
Keep reading our e-letter – and of course like the AIM FB page – where we’ll share plenty of tips on building fans. But in the meantime, here’s the free hack I promised.
Free Hack to Acquire Fans in 3 Simple Steps
It’s simple really. One of your best potential fans is someone who has already reacted to one of your posts. It shows they’re interested in your content but just didn’t like your page…yet.
So you simply invite anyone who has liked or reacted to your post to also like your page.
Cool, huh? Here’s how:
- As an admin of your page click on any of your posts (sponsored or organic).
- Click on the number after the reactions icons. (That’s the number of people who have reacted to the post).
That will display a list of everyone who has reacted to that post, like this:
Click on the “invite” box next to each name. (If it’s greyed out it means they have already been invited or are fans).Note: You can segment the list to invite by selecting the appropriate icon rather than “All”. For instance you might only want to invite those people who liked or loved the post.
Depending on the individual users settings they will receive a notification via FB and/or by email, like below.
That’s it. In a few minutes you can invite hundreds of people who have reacted to your content to also like your page.
Social Media Specialist
P.S. Don’t forget to like our AIM FB page for more tips on how to build your fan base and other Facebook direct response tactics. Hey, this is an article about building fans…we have to ask. And we’d love to hear of any methods you use to boost your fans