It’s no longer news to hear that Facebook can be a massive source for traffic, leads, and sales. With 1.11 billion monthly active users, it’s just not wise to exclude it from your online marketing strategy. But here’s what many white label online marketing resellers and small business owners may not know yet: 78% of Facebook users actually access the social network daily via mobile devices! So if you want to market to Facebook users, your strategy must be, at least, mobile-ready. But is that enough?
You can settle for just mobile or you can use a strategy that combines four powerful services: Social Media Optimization (Facebook), Local Buzz, Mobile Responsive Web Design, and Online Reputation Management.
Here’s how and why it works:
Mobile Users Dominate Facebook
Courtesy of TechCrunch, it was revealed that Facebook now has 469 million mobile daily active users (mobile DAUs) across the world. These are people who come back to the social network every day using their tablets and smartphones. The Q2 figure is a huge leap from only 293 million from the same quarter last year. It was an improvement from 425 million in Q1.
Here’s where it gets interesting: In the United States, the site has 128 million daily active users. Some 101 million of those users are mobile DAUs, accounting for over 78% of the total. In the United Kingdom, the percentage is higher as 83% of 26 million DAUs are mobile.
Go ‘Mobile First’ for the Future
In a separate report by eMarketer, the digital marketing expert estimated Facebook mobile users to stand at 99.2 million this year. It also forecasts the figure to grow to 115.2 million by next year and up to 154.7 million by 2017. ShopIgniter, in its Social Rich Media Benchmark Report, said the percentage of Facebook activity on mobile grew from 68% in Q1 to 71% in Q2 2013. If this trend continues, there will be more Facebook mobile users than total Twitter users before this year ends.
It’s not surprising then that Facebook adopted a “mobile-first” strategy, introducing advertisements that appear on the news feed area, right where mobile users see them. So which type of ad that is seen by the mobile user converts best?
Check-ins: Most Clickable Ads
According to the Facebook Ads Benchmark Report by Sales Force, “sponsored place check-in story” is the type of Facebook advertisement that is most clickable. The item posted an average click-through rate or CTR of 3.20%, beating sponsored page post like story (2.32%) for the top spot.
So should you run ads on Facebook then? Not necessarily. The lesson here is that users are clicking check-in stories. They take action on check-in updates that appear on their news feed. As a business owner and white label SEO reseller, ask yourself: Are my fans or my client’s fans seeing these check-in stories in their news feeds? Are customers even checking in and sharing it on Facebook?
Facebook Leads the Sales Race
In a study by Vision Critical, 43% of social users do actually buy. The purchases usually happen after users are engaged and did a social action such as liking, favoriting”, or sharing an item.
Facebook appears to lead the social sales race with 38% of its users have purchased an item after liking and sharing it. Pinterest ranks second place with 29% of users saying they have purchased an item. Twitter was third with 22%.
Danger: Negative Feedback on FB
Now, you may be thinking that bombarding your fans with constant check-in updates and ads is the best possible way to engage them, drive traffic to your website, and get leads and sales. The problem is updating posts on a fan page – and yes, the highly clickable check-in stories included – has some dangers. Apart from overwhelming your fans, going for quantity over quality posts may lead to a high “negative feedback engagement” rate.
On Facebook, negative feedback is given by users through four actions; 1) hide the post 2) hide all posts from the user/advertiser 3) mark as spam and 4) “un-like” or “un-fan” the page. Facebook’s algorithm counts these figures in an attempt to reduce spam and the reach of content that’s likely to cause complaints. A post with a high negative rate may therefore be interpreted by the algorithm as less relevant, and not prioritize it when displaying items on users’ newsfeed.
White label online marketing and web design resellers can pitch four separate services to their clients as one solid online marketing strategy. This is a “social, local, mobile” combination enhanced by “online reputation management.” This strategy aims to convert Facebook’s huge mobile user base into leads and sales, without falling into the negative feedback trap.
- The first step is to ensure the client has a mobile responsive website. If you are going to get traffic from and engage prospects on Facebook, the client’s site must be ready to receive mobile visitors. (Remember, 78% of U.S. Facebook users are mobile). A Google commissioned study also showed that 52% of users are unlikely to engage with a company whose website brought them a bad mobile experience, but 67% are more likely to purchase if the site is mobile friendly.
- Go on with a Social Media Optimization to establish your social media presence – especially on, you guessed it right – Facebook.
- Next, use Local Buzz to facilitate web check-ins for your client. Check-in stories have a high click-through rate, right? Local Buzz ensures your client’s customers check-in on Facebook Places, Google Places, and Foursquare and share it on social networks. Of course, these updates will be published on fans’ news feed and will be seen by their friends as well.
- Finally, ensure that your client gets as little negative feedback as possible by publishing only relevant content for fans. Do this by combining the Social Media Optimization and Online Reputation Management services. According to Nielsen, online reviews are the most trusted form of advertising after word of mouth. Online Reputation Management ensures your genuine reviews are published online. Use Social Media Optimization to share these as regular, relevant updates – minimizing negative feedback.
- Solutions to common issues experienced by other resellers
This strategy enables your clients to convert the massive number of Facebook mobile users into leads and sales. It attracts Facebook traffic through regular and relevant posts like reviews and check-ins. And because the receiving site is mobile responsive and friendly, visitors are more likely to engage with that business, and become leads and customers. With this strategy, white label online marketing and web design resellers are not only able to offer multiple services packaged as a marketing plan, they are also able to help clients grow their business with the help of Facebook.
Help your clients succeed through this strategy, or start and grow your own online marketing business, too. Sign up as an Endlessrise reseller now.