Facebook Marketing

How to Use Facebook to Launch Your New Business Idea

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Once you find your niche in the business world, it’s all about taking steps to successfully get a strong foothold in the digital marketplace.

This article will provide some basic steps to improve your website while also launching a Facebook page to get some initial traffic to your site.

First things first: Your Website

Your site will of course provide that base to expand from. Launching a Facebook Page will get you that initial “foothold” in your niche. The goal? To let your site and Facebook page work well together to bring in more traffic.

So what are the basics for a successful website before launching your business?

Here are a couple of things you must do with your site to maximise your results. Some of these are obvious (such as being mobile friendly) while some may be surprising, but they’re all effective:

1. Your site must be mobile friendly

(Refer to my article on creating content post mobilegeddon)

More than ever, people are visiting sites on mobile devices. That means that your site NEEDS to be able to resize and adjust to different screen sizes because it makes a huge negative difference if it doesn’t.

Generally speaking, around 50% of your visitors will be coming in from mobile devices or tablets/phablets. Being mobile friendly is simply not optional anymore – it’s now a marketing standard.

2. Your Site Must Be Attractive

More importantly, it must be professional. You need a good quality website for your marketing outreach to work and stand the test of time. If this sounds intimidating, feedback is always constructive. My suggestion would be to send a link to your site to a couple of friends in the industry (as well as some from other industries) to see what first impressions your site gives.

There’s also a service called User Testing, which lets you ask for feedback from random people. You can get a couple of free tests per month using their “Peek” trial service.

Your site has to be all that it can be in order to provide a strong base when you start getting traffic so that you’re not wasting that traffic by having them leave again. So no cutting corners with the appearance of your site!

3. Your Site Must Be Lightning Fast

Why does it have to be lightning fast?

 

For starters, search engines such as Google take site speed into account when deciding where sites should rank, so the faster your site, the more likely it is to rank higher in search results.

But looking good in the eyes of Google is not the only reason to have a fast site. It’s important for visitors to your site to have a pleasant user experience, and a fast site is a big part of this.

Plus, if you’re using a platform such as Facebook where you might need to cope with getting 1000s of visitors per day, it’s a good idea to prep your site well from the beginning with good coding and hosting.

4. “Be Sticky”

Being sticky means keeping visitors on your site as long as you can. That can sometimes mean using popular content within your industry to boost traffic. More on that further below.

Using Facebook to Launch Your Business Idea

Now that you have a strong base (your website) it’s time to set up a Facebook page that works well with your base.

Marketers tend to over-complicate Facebook. It shouldn’t be that way. The trick is to keep it simple. To get started all you need to do:

1. Click on “Create A Page” from your Facebook account (from top bar of Facebook).

my style furniture

2. Pick from one of the six main categories (Local Business or Place, Company, Organisation or Institution, Brand or Product, Artist, Band or Public Figure, Entertainment, and/or Cause or Community).

FBPG1

3. After you choose the main category (I chose Brand or Product) choose a specific category for your industry and then type in the Brand or Product Name to finally click on Get Started:

FBpage2

*Refer to this article for more in depth information and tips on setting up your Facebook Page (from basic information to profile and cover images).

Establishing Your Foothold: Use Magnetising Content

What does it mean to magnetise content? First of all, it’s not content that you have to create yourself. It’s taking content that’s already out there such as video, blog posts and news articles, and promoting it with a twist in order to gain traffic. A good example is what Mashable has been doing – finding pieces of “viral” (magnetising) content and “embedding” it into an entire article dedicated to the piece of interesting content.

For example, via popular content on youtube below on Madonna, Mashable saw this as a piece of magnetising content and wanted to leverage it. They took a cool picture to represent the content, came up with a great headline, and used their “foothold” (Facebook page) to drive huge amounts of traffic to their site.

Mashable

This is the first time I’ve seen the concept of “viral” successfully used for business. Viral to me in the past has meant “lucky” but now it can be a chance to get traffic. What happens here is that this piece of content gets the ball rolling and it turns into this big flame of traffic because it gets shared on people’s timelines.

When people click on it, it shows up on their friends’ timelines and if anyone does anything to engage with that post (e.g. Like, click, hopefully with a couple of jumps to other social media platforms with tweets, shares, etc.) it shows up on their friends’ timelines, and so on and so on. So this amplified, magnetising content ends up bringing traffic to your site.

This doesn’t mean you have to lower the quality of your content, it just means you have to include some content that embeds popular entertainment well known in your region. Do a little bit of research on what’s trending (borderline viral) in your industry and incorporate it for traffic.

Remember, people are on Facebook to be entertained, not educated, so you need to adapt your content to this mindset.

Now for the proof

With this strategy in mind, last week we launched a website My Style Furniture and today I created the Facebook page. You’re probably thinking that it doesn’t sound niche, and you’re right – every household has furniture, but Facebook lets us target some very likely interest groups. e.g. interior designers, furniture design, home and garden.

What viral content can be used to increase traffic to this blog without decreasing quality? Perhaps we can embed a popular video with a well-known public figure or celebrity showing how and what they shop for to decorate their homes and including it in an article that focuses on that type of furniture. For a $1 a day we can start testing to see what works, driving traffic and engagement and possibly sales.

Subscribe, comment or ask a question below and ill keep you updated with how how effective this strategy is over the coming weeks.

If you have more than one niche or industry, remember that no matter what the content, if it’s popular, it will get clicks and create some traffic. Don’t forget to monitor analytics and setup the indicators (goals & conversion pixels) to get good feedback.

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