Have you seen this message when logging into your Facebook Business Page?
This is due to Facebook deleting fraudulent and inactive accounts in an effort to provide more value to their business users. And while we appreciate Facebook’s effort, it turns out business accounts lost an average of 4-5% of their fans in one day!
Let’s face it – increasing your organic reach is a tough thing to do these days, and having more fans means you are likely to reach a larger audience with your message. So how can you get back the fans you lost in this update?
Buying likes seems like the easy solution: it makes your business look popular and fills your page with engagement. But don’t give up on building a quality audience so easily.
The whole point for Facebook’s clean-up job was to help you “focus on real business objectives, not just likes.” Meaning that if your likes grew it was because of successful business endeavors, not the depth of your pockets.
Therefore, we want to share three ways you can increase Page likes and meet some of your business goals along the way:
1. Host a contest
Since the extinction of the formidable like gate, business users have been baffled about how land a like when people enter a Facebook contest. Well the truth is you can’t stop someone from participating in your contest if they haven’t liked your page, but you can still incentivize them to do so.
Take a look at the Disney Cruise post below. You’ll notice they give you multiple chances to enter their contest: like, share, or comment on the post. But they also mention that if you like their page you will learn who won the contest.
This is brilliant! Of course people want to see if they won the grand prize, so of course they are going to like the Disney Cruise page to find out.
You can also reach this goal by announcing the contest early.
Even though this was for a sale, over on Webs (recall Pagemodo is a part of Webs) we sent an email to users telling them about an exclusive sale later in the week that we would share with our Facebook fans. If they wanted to see the special promotion code, they would need to like Webs on Facebook.
This same logic would work for an upcoming Facebook contest. If you share a contest that is starting on a certain day with your email list, in-store customers, or an audience on a different social network, you’ll draw new and engaged users to your Facebook Page.
2. Advertise on Facebook
Buying likes means contributing to accounts that share messages like “buy 10,000 likes on Facebook!” Advertising, however, is a more intrinsic way to spend your money, share your message, and convince new users your brand is worth the real estate on their feed.
While there are several methods for having success with Facebook ads, here are the steps for using ads to promote your page and gain back those likes you lost in the cleanse…
First, choose an objective for your campaign.
In this case, when you “Create an Ad” you will want to choose ‘Promote your Page.’
Next, determine the audience you want to reach and the amount of money you wish to spend on the ad. Facebook gives you a lot of control in this section so that you can stay within your budget and target specific users from specific locations interested in specific activities. These advanced settings are great for getting your message in front of the right pairs of eyes!
Finally, you will insert your advertisement image and text.
While we encourage you to get creative with your visual social media posts, Facebook has a 20% text rule limiting how much text can cover your image. Before you submit your ad for approval, be sure to use the 20% text tool to ensure that your ad will not be rejected.
This method of advertising is a great way to expand your audience and improve the chances of sharing your content.
3. Add ‘Page Plugin’ to your website
Recently Facebook announced their current Like Box plugin has deprecated with the recent Facebook API upgrade. Therefore, it’s essential that by June 23, 2015 you upgrade from the Like Box plugin to the new Page Plugin.
These plugins allow you to embed a box on other websites (besides Facebook) so users can like your page with one click (if they are already logged into Facebook). Inserting this box on your website gives potential customers a way to quickly find you on social media and engage.
As Facebook continues to upgrade their platform, there will be more ways for Business Pages to improve their social media marketing. Are there other ways you have successfully (and authentically) increased your fans on Facebook? Share your method with everyone in the comments!
About the Author: Deanna Zaucha is the Senior Specialist of Content Marketing for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.
Cover Image via Facebook