Online Sample Chapter
The Like Effect: The Power of Positive Marketing
Table of Contents
1 The Like Effect: The Power of Positive Marketing . . . . . . . . . . . . . 1
Likes Decrease Costs and Increase Profits . . . . . . . . . . . . . . . . . . . . . .2
Likes Increase Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Likes Give You Control of the Customer Conversation . . . . . . . .3
Likes Prove People Are Paying Attention . . . . . . . . . . . . . . . . . . . . . . .3
Likes Solidify Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Likes Create Evangelistic Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
There’s No Dislike Button . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Can You Do Fear-Based Marketing on Facebook? . . . . . . . . . . . . .6
Google and Wikipedia “Like” the Like Button . . . . . . . . . . . . . . . . . .6
Facebook Is About Passions and Interests . . . . . . . . . . . . . . . . . . . . . . .7
How Often Do Facebookers Like Things? . . . . . . . . . . . . . . . . . . . . . . .8
Facebook Users Are More Trusting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Facebook Groups: Off-the-Charts Positivity . . . . . . . . . . . . . . . . . . . .9
Facebook Page Brag Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Easy Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
I Just Posted to Say “I Love You” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Emotions on Facebook Are Contagious . . . . . . . . . . . . . . . . . . . . . . .11
Gross National Happiness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
2 You Can’t Tell a Facebook by Its Cover: The Case for
Facebook Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Why Facebook Marketing Is So Important . . . . . . . . . . . . . . . . . . . .14
Facebook Is the Biggest Thing Since Google and
Might Be Bigger Than Google . . . . . . . . . . . . . . . . . . . . . . . . . . .14
The Facebook Ad Platform Is the Most Powerful
Marketing Tool in History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Google Dooms You to Price Wars, Whereas Facebook
Creates Loyalty and Increases Your Value . . . . . . . . . . . . . .16
Facebook Fans Are the New Email Subscribers . . . . . . . . . . . .17
Facebook Is Heir to the Browsing Empire Yahoo! Lost . . .17
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Myths and Misconceptions About Facebook for Business . . . .18
Social Media Users Don’t Buy Products . . . . . . . . . . . . . . . . . . . .19
Social Media Users Don’t Buy Soon Enough and the
Sales Cycle Is Too Long . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Twitter Is the Only Social Media Channel Worth Using . .23
Facebook Is Just for Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
People Don’t Click On Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Who Harbors These Misconceptions and Why? . . . . . . . . . .29
Some Businesses Profit on Facebook, and Some Don’t . . . . . . .30
Common Mistakes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
Success Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Here’s What Facebook Marketing Successes and
Failures Do Differently . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
Facebook’s Strengths: Advantages for Your Business . . . . . . . . . .32
3 FaceFirst: How Facebook Fits In to Your Business and
Other Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
How Is Social Media Supposedly Changing Business? . . . . . . . .34
Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
Transparency, Honesty, and Trust . . . . . . . . . . . . . . . . . . . . . . . . . .35
Availability and Responsiveness . . . . . . . . . . . . . . . . . . . . . . . . . . . .36
Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
Evaluating Social Media Experts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
What Businesses That Profit from Facebook Do . . . . . . . . . . . . . .38
Can Facebook Change Your Business? . . . . . . . . . . . . . . . . . . . . .38
How Can Facebook Fit In to Businesses in
Different Ways? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
How Do You Synch Up Your Other Marketing Efforts
with Your Facebook Campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Facebook + Print, Web, and Email . . . . . . . . . . . . . . . . . . . . . . . . .40
Facebook + Google Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
Facebook + PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Facebook + Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Facebook + TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
Facebook + Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
4 FaceBucks: Five Ways Businesses Achieve Profits
with Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
How Facebook Advertising Helps All Five Revenue Models . . .46
Reaching Potential Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Positive Alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47
Cheap Clicks, Cheap Fans, and Profits . . . . . . . . . . . . . . . . . . . . .47
Should You Try Facebook Marketing Without Fans First? . . .48
Five Facebook Revenue Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49
Strategy #1: Advertising Direct to e-Commerce . . . . . . . . . . .49
Strategy #2: Advertising and Email Marketing . . . . . . . . . . . .50
Strategy #3: Fan Marketing for e-Commerce . . . . . . . . . . . . . .53
Strategy #4: Fans for Blogging and Advertising Revenue .55
Strategy #5: Fans and Affiliate Marketing . . . . . . . . . . . . . . . . . .57
5 How Not to Fall on Your Face: Six Mistakes That Block
Facebook Profitability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
1. Viability and Profitability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
The New Online Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
The Successful Online Business Now Testing
Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66
Figuring Out Facebook Marketing Profitability . . . . . . . . . . .67
2. Head in the Sand: No Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
3. Too Many Hoops: The Arduous Conversion Funnel . . . . . . .68
The 1% Rule: Only 1% Of People Will Do What
You Ask Them to Do Online . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
The Effect of the 1% Rule on Internet Sales Processes . . . .69
4. Why Should I Care? Unmotivated Customers . . . . . . . . . . . . . .70
Why Should They Care? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
WIIFM? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .70
Facebook-Specific Landing Pages on Your Website . . . . . . .71
5. You’ve Got the Wrong Guy: Unqualified Fan Base . . . . . . . . .72
6. Let’s Get It On: No Warm-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Start with Generosity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Warming It Up on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
Warming It Up on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74
6 Facing the Facts: How to Continuously Get Better
Results with the Five Steps of Optimization . . . . . . . . . . . . . . . . . . . 75
The Five Steps of Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76
Step One: Establish One Clear Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . .79
Facebook Marketing Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80
Prioritizing Goals and Reconciling Conflicts . . . . . . . . . . . . . .81
Step Two: Quantify the Goal with a Key Metric . . . . . . . . . . . . . . .82
Balancing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .83
Estimating the Likelihood of Success . . . . . . . . . . . . . . . . . . . . . . .83
Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84
Facebook Marketing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84
Step Three: Look at Where You’re Starting . . . . . . . . . . . . . . . . . . . .85
Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86
Obstacles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86
Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87
Step Four: Choose Tactics to Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Ad Copy Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Ad Image Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Facebook Post Tests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89
Testing Post Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90
Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90
Step Five: Optimize Based on Results . . . . . . . . . . . . . . . . . . . . . . . . . .90
7 Selling the Dream: Going Beyond Benefits to Arouse
Your Fans’ Desire for What You Offer. . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Facebook Is Not About You: Curing the
“Me Me Me” Epidemic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94
Your Favorite Words Versus the Customers’ . . . . . . . . . . . . . . .94
Disinclination to Better Understand the
Potential Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95
Can You Really Say, “I Am the Best Example of
Our Target Customer”? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97
Obsession with the Artistic Parts of the Marketing
Process, to the Detriment of Other Aspects . . . . . . . . . . . .97
Lack of Interest in Measuring Results and Changing
Strategies and Tactics to Get Better Results . . . . . . . . . . . . .98
Facebook Is the Consumer’s Playground:
So Play by the Rules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98
Do Pushy Sales Messages Turn People Off? . . . . . . . . . . . . . . . . . . . .99
Facebook Is Like a Conference: How Do You
Sell at a Conference? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99
Sales Is a Journey of Four Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100
What Is AIDA? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100
“Hot Donuts Now” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100
“I’m on a Horse” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
Social Media Selling Is So Romantic . . . . . . . . . . . . . . . . . . . . . .101
How AIDA Works on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . .102
How to “Sell the Dream” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103
The Desire Phase Is Critical in Fan Marketing . . . . . . . . . . .103
The Features Versus the Benefits . . . . . . . . . . . . . . . . . . . . . . . . . .103
The Benefits Versus the Customer’s Dream . . . . . . . . . . . . . .104
Examples of Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . .105
12 Things People Dream About . . . . . . . . . . . . . . . . . . . . . . . . . . .107
How to Figure Out Your Customer’s Dream . . . . . . . . . . . . . .107
How to Get Fans Thinking and Talking
About the Dream . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108
8 Putting Your Best Face Forward: Setting Up Your
Facebook Page to Get More Fans and Sales. . . . . . . . . . . . . . . . . 109
Pages, Groups, and Profiles: The Mad, Mad World
of Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .110
Other Facebook Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . .113
Can You Market with a Personal Profile? . . . . . . . . . . . . . . . . .114
What’s Better, Pages or Groups? . . . . . . . . . . . . . . . . . . . . . . . . . .114
Understanding Admins for Pages and Groups . . . . . . . . . . .116
How Do Pages and Groups Work Together? . . . . . . . . . . . . .116
Why Are Facebook Groups So Powerful? . . . . . . . . . . . . . . . . .117
Critical Mistakes to Avoid in Page Setup . . . . . . . . . . . . . . . . .118
What to Put in Your Page’s Main Picture . . . . . . . . . . . . . . . . .119
How to Get a Vanity URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119
Are Custom Tabs Overhyped? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120
Most People Never See Your Welcome Tab . . . . . . . . . . . . . . .120
Why Most People Will Never See Your Tabs . . . . . . . . . . . . .121
Easiest Ways to Create Welcome Tabs . . . . . . . . . . . . . . . . . . . .121
Other Great Uses of Custom Tabs . . . . . . . . . . . . . . . . . . . . . . . . .123
9 The Face of Advertising: How to Capitalize on the
Most Powerful Marketing Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Why Facebook Advertising Is Critically Important . . . . . . . . . .126
Comparing Google Search Marketing with
Facebook Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127
How Ready Are They to Buy Now? . . . . . . . . . . . . . . . . . . . . . . .127
Cost of Permission Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127
Facebook Ads for Different-Sized Businesses . . . . . . . . . . . .128
Mistakes and Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
How to Do Facebook Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .130
1. Analyze Your Business and Customers . . . . . . . . . . . . . . . . .131
2. Target Your Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132
3. Create Your Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . .136
4. Optimizing Your Campaigns and Ads . . . . . . . . . . . . . . . . . .144
Advertising to Existing Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151
How to Be a (Boring) Rock Star for Just $30 per Month . . . .152
10 FaceHook: Capturing Qualified Prospects as Fans and
Group Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Why Fan Marketing Can Be So Profitable . . . . . . . . . . . . . . . . . . . .156
Paid Media Versus Owned Media on Google . . . . . . . . . . . .156
Paid Media Versus Owned Media on Facebook . . . . . . . . . .156
Unwise Ways to Get Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158
The Contest and Giveaway Trap . . . . . . . . . . . . . . . . . . . . . . . . . . .158
Buying Fans from Companies That Get Fans for You . . .159
Marketing 101: Targeting and Return on Investment . . . . . . . .159
Wrong Fans? Bad Return on Investment . . . . . . . . . . . . . . . . . . . . .160
A Few Fan Growth Campaign Case Studies . . . . . . . . . . . . . . . . . .161
How to Get Cheap, Targeted Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163
The Best Ad Settings for Cheap Fan Acquisition . . . . . . . . .163
Target-Ad Consistency: Tightly Grouping Targets
with Image and Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .164
An Alternative Targeting Approach . . . . . . . . . . . . . . . . . . . . . . .165
No-Brainer Marketing: Simplicity Gets Results . . . . . . . . . .165
Ad Copy Formulas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165
Ad Copy Grammar, Punctuation, and Capitalization . . . .166
Ad Headline Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166
How to Choose Images for Fan Acquisition Ads . . . . . . . . .167
The Key Metric for Fan Generation and How to Find It 167
Notes on Business-to-Business Fan Acquisition . . . . . . . . . . . . .171
Business-to-Business Fan Generation Advertising Tips .171
11 Talking Till You’re Blue in the Face: How to Get More
Likes and Comments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173
How People Use Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .174
Your Fans See the People and Pages They Interact With . .174
The Average Page’s Posts Are Seen by Less Than
10% of Its Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175
The Mysterious EdgeRank Algorithm . . . . . . . . . . . . . . . . . . . .177
Post Metrics and Benchmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177
Dancing on the EdgeRank: Increasing Response
and Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179
What the Heck Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179
Leading the Community You Create . . . . . . . . . . . . . . . . . . . . . .181
Formulas for Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181
Incorporating Selling the Dream . . . . . . . . . . . . . . . . . . . . . . . . . .184
Learning from Your Previous Posts . . . . . . . . . . . . . . . . . . . . . . .185
Engagement Milestones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186
Guiding Your Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186
Balancing Engagement and Selling Types of Posts . . . . . . . . . . .188
Ratio and Frequency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .188
Ideas for Posting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .189
Feedback Rate and Sales Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190
12 FaceMessage: Achieving Other Corporate Goals
on Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Non–Revenue-Oriented Facebook Goals . . . . . . . . . . . . . . . . . . . . .192
Branding and Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192
Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .196
Journalistic Best Practices for Interaction . . . . . . . . . . . . . . . .200
13 Face-alytics: Analyzing Your Facebook Results. . . . . . . . . . . . . 203
Which Web Analytics Package Should You Use? . . . . . . . . . . . . .204
Google Analytics Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .205
Taking Analytics with a Grain of Salt . . . . . . . . . . . . . . . . . . . . . . . . .207
The Untrackables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
Uneven Accountability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .210
Last-Click Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211
Inconsistencies and Inaccuracies . . . . . . . . . . . . . . . . . . . . . . . . . .211
Tracking Facebook Visitors with Google Analytics . . . . . . . . . .212
Tracking Visitors from Facebook Posts . . . . . . . . . . . . . . . . . . .213
Tracking Visitors from Facebook Ads . . . . . . . . . . . . . . . . . . . . .214
How to Get Advanced Facebook Page Insights . . . . . . . . . . . . . .216
1. How Often Should You Post on Your
Facebook Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217
2. What If the Demographics of Your Most Engaged
Fans Is Different from Your Average Fan? . . . . . . . . . . . . .217
3. What Types of Posts and Post Content Get You
the Best Feedback Rates? Which Get the Worst? . . . . .218
4. What’s the Best Time to Post to Your Fans? . . . . . . . . . . . .218
5. Which Sources Get You Fans Who Will Ultimately
Unlike Your Page? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
How to Use These Tips to Get Better Results
from Your Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .219
14 FaceFluence: Turning FaceBrowsers into
FaceBuyers—13 Sales and Influence Tactics. . . . . . . . . . . . . . . 221
When Influence Comes into Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221
Sales and Influence Tactics for Increased Facebook Profits . . . .222
Applying Influence Principles to Facebook Marketing . . . . . .223
Reciprocity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223
Commitment and Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . .230
Social Proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232
Liking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233
Authority . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234
Scarcity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235
Applying Time-Tested Sales Tactics to Facebook
Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237
Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237
Bonuses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238
Upsells . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238
Selling the Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .238
Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239
Truth and Consequences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .240
15 FaceBusiness: Seven Principles for Success. . . . . . . . . . . . . . . . 243
Harness the Power of Positive Marketing . . . . . . . . . . . . . . . . . . . . .245
Embrace the Entire Sales Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .246
Leverage the Facebook Advertising Platform Now . . . . . . . . . .246
Know Your Customers Much More Deeply . . . . . . . . . . . . . . . . . .247
Test, Track, and Optimize Your Marketing . . . . . . . . . . . . . . . . . . .248
Start Fascinating Conversations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248