How to Turn Your Facebook Page Into an Insane Traffic Driving Machine

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This is a guest post by Galen Mooney, founder of SuccessMeasured.

So you’ve probably set up a Facebook page for your business and you’re wondering how all of this engagement is paying off. Social media can be a major time waster if done incorrectly, and where is this so-called return on investment?

I work with so many business owners who don’t understand that you can’t just do social media to build your brand online. You really have to be social but at the same time you can’t forget to think about how social marketing plays a role in the customer lifecycle.

And it’s not just about publishing fluffy, shareable content purely to get noticed. It’s about building a profitable social marketing strategy where you don’t waste your time (or money).

Facebook business pages are designed to help you connect with your audience while giving readers the opportunity to share your content with their community.

This doesn’t work so well when, according to Facebook, the average brand post only reaches 16% of fans.

But, you can cheat the system. Well sort of…

Let’s Talk About EdgeRank

You probably already know about EdgeRank if you read SocialMouths frequently, but just in case here is a quick explanation:

EdgeRank is the algorithm Facebook uses to determine where your post shows up in the newsfeed and how long it stays there. There are three main components that you should know about:

Affinity: By measuring how connected you are with the user or brand, Facebook delivers relevant content based on your ongoing relationship including any relationship your friends have with a certain page.

Weight: Facebook considers posts with photos or videos more valuable than posts with plain text or links. This type of visual content will rank higher in the newsfeed. Facebook also takes into account the level of interaction a particular post receives so the more people engage with your post, the more you can increase overall reach.

Decay: Social media is all about finding the latest and most relevant information as it happens and Facebook is no different. You will notice that most of your post engagement happens just minutes after publishing. Content quickly loses value as time passes to avoid irrelevant posts showing up in your feed.

Now that you know what EdgeRank is, manipulate your content to encourage engagement and spike interest in your Facebook community.

This means adding photos to your posts whenever possible. If you are posting about your latest blog article, add the featured image to your Facebook post and include a link in the message.

If you’re super fancy, you can add text to your image using Photoshop or even Paint so that your fans will know right away what your post is about.

photo2

Don’t Forget Your CTA

So now you’re wondering how all this talk about EdgeRank is going to help you drive more traffic to your website. If you can get your content seen by more fans, you’re on the right track, but you have to remember to add a “call to action.”

Don’t just assume your fans will click a link just because it’s there. Tell them.

Not only do you need to consistently produce amazing content, you need to hone your marketing skills and promote it effectively.

People won’t take action unless you tell them to and it doesn’t take much to be convincing. You just need to be specific.

Don’t simply copy and paste the title of your article into a Facebook post. Craft a message that calls out the value you are offering and why they need to read it now.

For example, for this article I would write my Facebook post like this:

“Want more traffic from Facebook? Click to read our latest blog post and find out how you can turn your brand page into an insane traffic driving machine: [insert link]”

instead of…

“How to Turn Your Facebook Page Into An Insane Traffic Driving Machine [insert link]”

Even though this post has a pretty awesome title, see how much more personable the first option is? Show your fans that you’re not a robot. You care about the content you publish and you want to help them solve real problems.

Follow the Rule of Thirds

The best way to increase traffic is to grow a community of Facebook fans that consistently expects great things from you. Publishing promotional content all the time is not going to convince your audience that you’re worth their time.

Following the “Rule of Thirds” will help you maintain a balance by making sure that ⅓ of your content is promoting yourself and your business, ⅓ of your content is engaging and builds relationships with your audience, and ⅓ of your content is amplification of outside resources and information.

Promotional content doesn’t have to be all sales talk. This can mean talking about an upcoming webinar you’re hosting or your latest blog post. It could be any content that talks about your products, services, or general business updates.

Engaging content is crucial to building a strong relationship with your audience and providing value through conversation. Show your fans that they matter to you and treat them like you truly care about any contribution they make to the conversation.

Amplify content from other relevant blogs or websites to show that you stay updated on industry trends and to avoid looking like you only post content from your own website. It’s a nice break for your audience and it will help them discover other useful resources and informational sites.

REI does a great job of sharing both promotional and engaging content as you can see below:

photo3

By consistently publishing interesting and relevant content, they have created a community of dedicated fans who love to engage with and share their posts, leading to more and more traffic.

Get to know your fans and understand what types of content they connect with most.

Don’t be afraid of a little trial and error.

Chances are the same content that performs well on your blog will do well on Facebook if you create clever headlines and promote it the right way.

Custom Facebook Tabs

With tools like Shortstack and North Social, it’s easier than ever to create custom Facebook tabs for your brand pages.

Growing your email list is so important to your business’s success online, so why not let Facebook do some of the work for you? You can design an email opt-in tab so that fans can subscribe without ever leaving Facebook.

You can also generate traffic by running a Facebook contest which allows you to give away prizes or reward fans with free content.

I recently launched a contest to help generate hype around my new website. I’m offering my consulting services to business owners and entrepreneurs in exchange for entering the contest and sharing their entry with their friends to get more votes.

This is a great way to generate awareness of your products/services while building your Facebook fan base and overall interest in your brand. Make sure you give away a prize related to your business so that you only attract your ideal customer.

After all, I hope you plan on collecting emails with each submission so you can grow your subscriber list and continue building relationships once the contest is over.

Check out the Facebook Page Guidelines before running any campaigns to ensure that you aren’t breaking any rules.

And don’t let the technical aspect scare you; it’s easier than you think and you can find tons of helpful information online to get you started. Make sure to sign up for Francisco’s free mini-course to learn how to build Facebook tabs if you haven’t already.

Promote Important Content

Running Facebook ads is hit or miss for many small business owners, but mostly because they often spend too much money and see minimal results.

If you are looking to generate a little extra traffic to an important page/post on your site, try using Facebook’s promoted posts feature which allows you to spend as little at $5 to get your message out to a wider audience.

I recently used this feature to promote a post about our contest:

photo4

That way your budget is small and the return can be big if you have followed all the recommendations from earlier in this post.

People are much more likely to trust and engage with a promoted post over an ad in the sidebar because it appears directly in the newsfeed along with other relevant content from friends.

This also means that it shows up on mobile devices while sidebar ads are only visible from a desktop or laptop.

If you’re new to Facebook ads, you don’t have to worry about ad targeting because with promoted posts, you only have the option to target your own fans and friends of fans.

It’s easy and well worth the small investment for that extra visibility when it comes to promoting important content on your page.

Now, It’s Your Turn

Do you consider Facebook a main traffic driver to your site? How do you engage with your fans to get the biggest return on investment?

Comment below and tell me one thing you want to better understand about Facebook marketing.

Want more tips? Check out the free bonus content I’ve prepared especially for SocialMouths readers. Enjoy!

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  • Jane Sheeba

    Great post Galen! Facebook is my top traffic referral although I must admit I don’t spend much time in there. However, the only thing that keeps me stay afloat is that I don’t promote only my stuff. I share other’s stuff (that I find useful) as well.

    At the same time, I’m not all promotional – I also share entertaining, motivating and useful stuff too!

    Edgerank is something that I’d want to know more about and improve!

  • http://twitter.com/GnosisArts Gnosis Media Group

    This is very good, almost like a kernel of the Facebook Marketing bible! Good work!

  • Galen

    Thank you both @twitter-113169702:disqus @google-5a8f15dbdeb286a1d2977fd06fdad276:disqus !

    Outside promotion is so important because you show your fans that you care about providing them with the best information rather than only your own material.

    Motivational Facebook posts tend to work very well too (especially when combined with visual content) and often receive a lot of engagement which boosts your EdgeRank.

  • http://www.stirringtroubleinternationally.com/ Stirring Trouble International

    Interesting post great blog well done.

  • Janeen Violante

    I haven’t quite “hit it” yet with FB..I’m workin’ on it though…The one thing i don’t get about FB is..why is it that when I post something as my business page..it shows up in my personal newsfeed–I don’t always want my personal friends to see my biz stuff

  • Sachin Bhutani

    I really like as you said above that we must not just copy paste the article title. We must add some value into it & ask our fans or users to at-least click & read it. The other thing i like is facebook promoted post, it works really well for me.

  • Elaine Griffin

    Great article. I’m sitting down this weekend to hone some of my social media efforts, and this has been a great help. Thank you!

  • Galen

    Hi Janeen, it should only show in your personal newsfeed if you “like” your business page. So it won’t show up for any of your friends if they don’t “like” your page. Hope that helps!

  • Galen

    Agreed! I think adding unique value is so key to relating to your audience and getting them engaged.

  • Galen

    Glad to help! Social media is so powerful once you figure out how to give your audience what they want.

  • http://www.socialbakers.com/ Michal Smetana

    This is a brilliant post, thanks for putting this together, @disqus_UOv8wA6MwO:disqus. What I’ve found is the key to everything, is just the Facebook’s controversial EdgeRank. If you understand how it works and learn how to engage your fans better, it will give you enormous advantage before your competition, which still does’t know how to work with it. But thanks again for this post.

  • http://makeextraincomeathome.com/ Felipe Kurpiel

    Really good article! Facebook can be a little tricky but when we get it right, it can make a big difference in our conversions. EdgeRank is all about the number of Likes your audience is giving to you, how engage they are.

    Good article. Thanks for sharing.

  • http://www.brightcube.ca/ Dave Gallant

    This is an excellent post. My only comment is that now with the 20% text rule in effect, we need to be exceptionally creative in our promoted posts. I question whether the promoted post photo shown above would pass the 20% rule now.

    20% Rule: http://www.sociallystacked.com/2013/01/updated-template-facebook-new-guidelines-re-20-percent-text-overlay-on-ads-and-cover-photo/

  • Galen

    You’re very welcome! And yes, understanding how Facebook works is so important when you are trying to get ahead of the competition.

  • Galen

    You caught me :) That post actually wouldn’t work but I just used it as an example. I promoted a different post for the contest with much less text.

  • http://www.brightcube.ca/ Dave Gallant

    :)

  • http://www.facebook.com/markanthonylinton Mark Anthony Linton II

    One of the best posts I have read about social media marketing. I agree with the combination of great content and strategic marketing practice.

  • http://www.agencyplatform.com/ Dave Thompson

    Truly an informative post. Social media beginners and small businesses who cannot afford to hire social media professionals to help them grow their business can learn a lot from this post. This will not only teach them the technicalities and also certainly increase their number of fans and boost their business, in return.

  • Galen

    Thanks Mark :) Providing awesome, valuable content to your readers and fans is so important to your success!

  • Galen

    Dave, I completely agree. It’s definitely hard for small business owners to figure out how their investment in social media (mostly from a time perspective) pays off and it’s really all about building a community of engaged and loyal fans because those are the ones who will eventually buy from you.

  • http://twitter.com/ARInayat Abdulrahman Inayat

    I really want to know that how I could know my post follow the 20% rule! thanks :)

  • http://twitter.com/ARInayat Abdulrahman Inayat

    Thanks for this incredible information! :)

    Excuse me: There two things I need from you :

    1- Could you give my the link of Francisco’s free mini-course ? and if there’re other resources for instruction of tabs and apps on Facebook .. PLEASE HELP ME!

    2- Do u have any great articles that hep me on Twitter as well as business role ?

    Thanks

  • http://twitter.com/ARInayat Abdulrahman Inayat

    yeah .. I subscribed the blog .. good idea of marketing! :)

    First: I’m really thankful for you answer :)

    Second: today I’ll learn more about tabs and apps and this I need to learn more about .. so thank you :)

    Third: Thanks for you help about how we could do business on Twitter but I mean I need great ideas and cases study!

    To say it frankly what I need to know more about Twitter:
    how to deal with brands in correct way ( contest , competition , tweets ..etc )

    Note: the article of smex kind of the hupspot: http://www.hubspot.com/Portals/53/docs/HowToUseTwitterForBusiness.pdf

    sorry for talking about other things than the article you wrote :)

    hmmm .. could I be in touch with you on facebook ?

    thanks :)

  • http://twitter.com/myblogguest Ann Smarty

    Galen, for so long it seemed that “Edge Rank” was a popular term, but not necessarily well-defined. Great job on defining that!

  • Galen

    Thanks Ann!

  • Kapil Jekishan

    Cracker of a post Galen. It’s quite astounding how many businesses use Facebook to pump out their blog posts or company information which is a great recipe for getting zero engagement from your fans. With Facebook going public, the days of getting organic likes are few and far between and to really get your message to a wider and newer audience you need to utilize the promoted posts facility and I’m glad you pointed this out.

  • Galen
  • http://www.brightcube.ca/ Dave Gallant
  • SEO Copywriting

    It is because most people don’t understand Edge Rank that they become frustrated with the lack of engagement with their posts on Facebook. Many businesses see marketing in terms of static advertising and expect that if they post something that everyone that like their page will see it and then blame Facebook when it goes largely unnoticed and gets buried in the newsfeed. The businesses that understand that they need to use social media to engage with their customers are the ones that make it work for them.

  • sexygourmetchef

    Thanks for the great advices :)

  • http://www.facebook.com/iworkusave Ampi Castano

    Excellent post. My problem is is that I dropped off the grid for a while and just recently got back on social media. I went back on Facebook, but I haven’t been too successful. I’m sad to say that I’m at 7 likes…hard to engage with so few people. But I’m determined to continue trying. I hope to learn a lot from people like you.Thanks again for a great post.

  • K.J.Haroon Basha

    Very interesting and informative article indeed.
    http://skitownbooks is Alexa Rank 28k and Google PR 5 Social Bookmarking website.

  • Seo Seattle

    okok

  • Sebastián Gómez

    Excellent advice. It is important to have the right tools. I recommend you Trisocial ( http://www.trisocial.com ) they have an extensive suite of apps to customize the fanpages and to do contests and promotions. regards!

  • Beth Jackson

    I buy Facebook Fans all the time to launch a new Facebook Fan Page. I routinely buy from Social Fat Boy (http://www.socialfatboy.com) — they do an excellent job. The likes are from real people and long lasting. Its a great method to launch the page off right — especially national brands!

  • http://www.JasonJosephStudio.com/ Jason Joseph

    Is it possible to set up a personal page so that content is not visible unless someone Subscribes? I know how to set things so public is for subscribers and friends posts keep my posts among my friends.. but Id like strangers to see nothing but info about me unless they Subscribe. Is that possible for a personal page ( not a business page) ?

  • Galen

    Hi @JasonJoseph:disqus, You can set individual settings for each post so that some content is available for everyone but I don’t know of an option for subscriber-only content. You could always create a group so that your subscribers can join by invite or approval only.

  • Galen

    Glad to help Ampi! I would recommend using a service like Bufferapp (https://bufferapp.com) to schedule 1-2 posts per day – that will help with the engagement. If you’re looking to build your audience quickly, you can try running Facebook ads to reach potential new fans. Best of luck!

  • http://www.hiskingdomprophecy.com/ Angus MacKillop

    To a certain extent, this is not what we have found. The more “likes” we get on a post, the more it drives the FB psge, but these “likes” do not translate into website psge views…..
    As our like rate increases, so our website pageview rate decreases. Personally, I’d rather have the page views rather than the likes….
    As for Twitter…. We’ve given up n that’s. The pageview referral rate from Twitter is now so low, it does not even show on the to 2 or 3 pages of Google Anslytics stats….

  • http://linktons.com/ Dhiraj Das

    opt-in form in Facebook, it’s a great idea, thanks

  • http://www.wisestep.com/ WiseStep

    I’ve been a member of many Facebook groups and I have found them to be filled with people just looking to get links to their content and not actually contribute any good information to the group!!

  • ClasseWines

    I have this FaceBook page about wine – https://www.facebook.com/ClasseWines, where I have about 11K real likes. I paid FaceBook a lot of money to bring me clicks from other wine related pages. I want to allow wine companies to place their promotions on my fb page and charge for it. Is it possible?

  • sally

    I create a page for my business off my personal Facebook, but I would like to move it and create it as a separate page on its own is it possible to cut and paste it?

  • trishachetty17

    Thanks for this blog this is such a nice blog.

  • ‘Kay Rose

    The one main thing I want to know about facebook fanpages is what do you have to do to get Google to rank your fanpage at the top for your keyword?

  • http://www.whenpigsflyblog.com/ Jen

    You are so right.

  • Strahinja Krstić

    I have found on Internet tons of garbage about Facebook posts, but this is truly amassing!! Thanks, I found it very useful

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    we are here to help you as improve your business at social media. Now a days , social media is one of the best method to boost your business. we will give you full guarantee of real Facebook page likes of your country or worlwide, and track your facebook page forever, its improve your page rank always show at the first position in facebook search box.

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  • ryan j. rhoades

    I just wish that facebook would stop essentially FORCING people to promote their posts. I used to get a pretty large number of folks who would see my posts but lately on a page with 700 or so likes the average has been like less than 30 people seeing it.

    They’ve turned into a money-hungry monster and all the pop ups about BOOST YOUR POST make it painfully obvious.

  • Christo Fouche

    Hi Galen, Your post is really great and I enjoyed very much reading it. What would you say will be the most important fact to get a post shared on Facebook?

  • LisSun

    “If you’re new to Facebook ads, you don’t have to worry about ad targeting because with promoted posts, you only have the option to target your own fans and friends of fans.”

    I just ran a targeted marketing ad through promoted posts or boosting a newsfeed post. I am very interested in target marketing definitely! Where to start?

  • Melinda Todd

    Facebook is no longer my main referring source to my site. Pinterest is. FB changes so much, what works one week, no longer works the next. Very frustrating. I find it very frustrating that they show very few fans what has been posted. It’s hard not to get discouraged.

  • http://wholenewmom.com/ Adrienne @ Whole New Mom

    This WAS working GREAT for me…that is until FACEBOOK decided to cut reach to get me to pay $200-$600 for a post to get it to my fans. Now what do you think?

  • http://wholenewmom.com/ Adrienne @ Whole New Mom

    I missed that you were talking about promoting posts by paying. My engagement was through the roof until recent changes. Now w/ 59,900 fans I am lucky to get it to 2,000 people. The minimum for me to pay is $20 and that will only get my post to a max of 3,500 folks. Doesn’t seem worth it, does it?

  • http://lovestudio.biz/ incontri

    well man, very interested, but too much material to read for one time.

  • crackforgames

    I believe just in this method.. https://www.youtube.com/watch?v=2F49uCYOQLU

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    (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = “//connect.facebook.net/en_US/all.js#xfbml=1″; fjs.parentNode.insertBefore(js, fjs); }(document, ‘script’, ‘facebook-jssdk’));

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    http://www.SweetSandysHouse.com FREE Movies&TV. Every Movie and TV show you could ever want. Plus LIVE nature cams, news, sports and MORE!!!

    Maybe just asking people to share. But I guess it helps if there is something worth sharing :)

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    For driving traffic from Facebook, shared your link on top fan pages and groups. For more info visit dotlogics.com

  • Blogercup

    Thanks for providing good article on How to Turn Your Facebook Page Into an Insane Traffic Driving Machine. http://www.blogercup.com

  • Lori Shorin

    Thanks for the info. I’m setting up my artist fan page now and was wondering how my list in the interest box affects how my page is promoted. Thanks again

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    i get twitter shares and site views from Traffup.com Is there anything like traff up to get free fb likes or facebook traffic

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  • chrismarklee

    The key is haring your posts with your customer base. I am focusing on this right now for my Facebook Business Page. I now share them with groups I am a member. I want more ways

    Chris
    Owner CEL Financial Services
    http://www.taxprepfillmore.com/piru-ca-tax-preparation

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  • Irad Eichler

    We used content games to drive traffic, we had a clear CTA at the end of the game that invited players to our website. A content game could be a personality game or a trivia quiz about something that interest your audience.

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