As Evolven’s marketing director since 2010, I directed all phases of both the creative and technical elements of marketing initiatives including event planning and organization, brand creation, print/Web collateral development, channel partner cultivation, lead generation, as well as running webinars.

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Phone: 054-921-3547 Email: martinperlin@yahoo.com



Marketing Through Facebook


Facebook is an amazing network. Facebook says it now has 1.11 billion people using the site each month (Number of active users at Facebook over the years). This is incredible. But it's still not like shooting fish in the barrel.

Many have said, so how can I use a Facebook page to grow my business?

The Power of Likes
The new measure of popularity is the Like. Forget about subscribers or traffic, a Like offers you far more. This new element is not just a vote a support, but provides a portal into a massive network. With each like, the person, profile, or page making the like exposes you to that individual's network.

If you get 10 likes from 10 different sources that each have 100 friends, your Facebook page has just been exposed to 1000 people. Exposure provides the potential for greater interaction and ultimately conversion.

Your Facebook Page Goals
Intrinsically you don't just want people to be like your Facebook Page content but ultimately to be intrigued and inquire further about your service or product. This means keeping in focus your Facebook Page goals and turning tepid clickers, into potential clients or customers.

It's Not About Me
The problem that many business oriented Facebook Pages fall into is that they nearly exclusively focus on their product or service. They post links to descriptions of their product, pictures of their product, and deeper explanations about their product. Do I want to go out for coffee and listen to someone only speak about himself the whole time?

That is the switch in attitude, where it's not about me. So then what should your Facebook Page content be filled with?

The Facebook Page experience is like a dialog, even considered to be a conversation in a coffee shop. How do I draw in the interest of the other party that I am engaging? You want to provide information that THEY are interested in.

For instance, if your business is real estate, and you have a Facebook Page about this business you may be inclined to post everyday about different properties that you are trying to rent or sell. However most of your contacts, on a daily basis, do not need this service and will probably ignore these posts. You want to engage them with content that they will care about.

Parallel Content
Instead of just focusing on the content or service you want to push, you should bring in related content that would be interesting to a broader audience on a more immediate level. Taking the example of the real estate business, consider what a potential client is looking for. It is not just about walls and a roof over their head, but they are looking for neighborhoods.

Change your orientation from just being another real estate agent to being a lifestyle expert. Focus on the geographic areas where you are dealing in real estate, and share valuable information about those areas. You can:

  • Share insights and reviews about restaurants in that town
  • Announce seasonal cultural events
  • Find interesting and unusual local news 
  • Highlight unique characters and people from that area
  • Share tips for how to better travel in that area (traffic or public transportation)
  • Give ideas for where to volunteer or other community activities

By sharing parallel content, the issues that surround and matter to living in those areas, you are not just a real estate agent but an expert. Once you become an expert, you become an information authority and people want to turn to you for your opinion, insights and ideas. When they rely on you in one area, they will gladly share your posts and recommend you to others. This provides the fuel to ignite your entry into the broader network on Facebook and not just rely on upon your established audience.

Driving a Wider Net of Likes   
When your information becomes relevant and interesting on a more frequent basis the level of interaction can grow. Always look beyond your direct service and see what are the concerns and information surrounding this service that can be interesting to your target audience. This doesn't mean throwing in wildly different subject areas like movie review and real estate, where there is no synergy between the two subjects. But recommendations for local movie theaters can be a nice fit for real estate, emphasizing the surrounding value of that area.

Since running a Facebook Page is like fishing, when you put a small net into the water, you will wait a long time for something to finally come into your net. By making your net wider with more parallel information relevant to your subject area, you increase your chances of catching the eye of unlikely prospects, and getting more business.

What are the subject areas that surround your business that can complement interest in your service or product?

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