A professional Facebook page with a decent following can be a lifeline for any business.
This is true whether you’re an established company moving into social media or a freshly-made startup. After setting up your page, quickly passing 1000 Facebook likes is a great way to measure your path to success.
People use Facebook to find information and services, get recommendations, and ultimately to make decisions about where they will take their custom. The platform is a competitive testing ground for anyone shopping around. Having a nicely established page can leave you a cut above your competition.
But how to get to that 1000 Facebook likes goal?
Introducing our case study: the PassMeFast crash course driving school in Manchester.
PassMeFast have been operating for just over 6 months. They wanted to utilise Facebook as a means of getting their name out there and generating new leads. We helped them harness a few strategies to quickly reach their first 1000 Facebook likes.
After 6 weeks of campaigning, PassMeFast have 1,176 likes. This number continues to grow. Facebook traffic now accounts for almost 10% of their monthly website visitors.
In June 2016, the business gained 107 conversions from social media traffic alone (their conversion goals include visitors submitting contact/booking forms and clicking on the call button).
Using PassMeFast as an example, let’s walk through some essential steps for encouraging potential customers to like your page…
Reach them through tailored adverts.
As Google AdWords helps improve search engine results, Facebook Ads are a key way to build up your businesses’ visibility – and gain more likes.
In fact, you can run campaigns with the specific advertising objective to gain likes! The Facebook Ads system has a number of options for making your ads as detailed as possible. For a new company, this is a crucial way to encourage leads who haven’t previously heard of your brand.
Ads for PassMeFast
We have run various advertisements for PassMeFast, targeting prospective driving students, their family members, and driving instructors. We have also remarketed via Facebook to people who have previously visited the PassmeFast website. This is in order to remind them of their past interest – keeping leads ‘warm’, as they say in marketing.
Posts have been financially ‘Boosted’ to appear on people’s timelines, each reaching thousands of potential customers and instructors. As you can see with this post below, a single post can garner dozens of page likes:
We tailored the ads to the demographics PassMeFast wished to target.
- On Facebook you can target by age, gender, location and interests. Your ads can be as specific or general as you like.
- When you get the demographic setting right, specific ads tend to gain more page likes, as you’re more likely to target the right people.
As a new company, PassMeFast spread their campaign budget so that it took 6 weeks to surpass 1000 Facebook likes. However, this can definitely be achieved more quickly depending on your goals and finances.
On average, each like gained through advertising cost PassMeFast around 40p. The potential profit they can generate from each customer’s driving course made this well worth the outlay. Facebook Ads makes it easy to adjust your budget to make sure your ad spending works for your business.
The PassMeFast ads specifically generated 752 likes from mid April to early July. The remainder of their first 1000 Facebook likes was achieved thanks to other, complementary strategies. They likely helped the company get those advertised likes too – no matter how good the advert, people don’t tend to stick around for badly made pages.
Let’s discuss some of the complementary strategies that have worked for PassMeFast…
Show them the way to your page.
The communication between your Facebook page and other platforms doesn’t have to be a one way street.
Make sure you’re advertising your page elsewhere too, to give it the most exposure possible. It’ll be difficult to get past 1000 Facebook Likes if it’s hard to find your page!
From your website, to other social media platforms, to company email signatures, people should easily be able to find that little blue F icon. This isn’t the biggest way to generate likes, but is easy to set up and could provide you with some quality leads.
Assure them you’re a professional.
People want to choose companies they can trust to be genuine, which can sometimes be a perilous mission on the Internet.
You will want to make your page look professional and legitimate before hoping it can get past 1000 Facebook Likes, let alone produce leads to potential sales.
Here are a few ways you can do this…
- Verify your page
Facebook confirming your business authenticity assures potential clients that you are trustworthy and professional. They will know this as soon as they see the tick icon next to your name.
To verify, go onto your page’s Settings, click edit on the Verification bar and click Verify this Page. You will need to share a business phone number so Facebook can call you with a verification code. Alternatively, you can upload an official document.
- Update your information as much as possible.
You can do this easily on the About section, where you can add important details and extra information, such as the company’s founding date and mission statement.
- Work on your image(s).
Use great quality profile and cover images which reflect your brand. PassMeFast use an eye-catching illustration for their cover image, and a logo profile image seals the deal.
Tell them your story.
Better yet, tell them your story through the stories of your clients. Facebook can be a great platform for earning the trust and loyalty of consumers.
Bringing in more voices than your brand’s own – namely of people who prospective clients can relate to – is hugely powerful. It helps you publish regular new content, and shows potential customers that you care about their experiences.
Here’s an example from PassMeFast:
As you can see, it doesn’t take War and Peace proportions to tell a great brand story.
This post introduces us to Michael and his situation before becoming a client with PassMeFast. Then the post gives information on the type of course he took, before summing up with a happy ending – for student, instructor and PassMeFast!
Another way to facilitate trust through clients’ voices and stories is to ask past clients to leave reviews. Here’s why reviews can provide you with an image boost:
- According to Econsultancy, 63% of customers are more likely to make a purchase from a site which has user-generated reviews (iPerceptions, 2011). This is because prospective customers generally see user content as more trustworthy and authentic than marketing content.
- Reviews on your Facebook page also contribute to a clearly visible star rating, a shorthand signal of your company’s popularity and trustworthiness.
- User reviews can cause issues for your brand trust if not handled correctly. People are more likely, on average, to leave negative rather than positive reviews – thanks to that pesky negativity bias. However, if you pair a conscious effort to get customers to leave reviews with a sympathetic and quick-response method of dealing with complaints, user reviews are a real boon.
- With positive reviews and effective tackling of the negative reviews, potential customers see your dedication to their satisfaction while being able to see an honest and authentic spectrum of experiences.
Here are our top tips for getting past that 1000 Facebook likes goal:
Fill out the About section as fully as possible.
Use high quality cover and profile images.
Verify your page.
Run tailored Facebook Ad campaigns.
Include Facebook links on your other platforms.
Post relevant and interesting content regularly.
Tell your story – and your clients’ stories.
Encourage clients to leave reviews.
Respond quickly to messages and negative reviews.
Remarket to potential clients (including website visitors).