For the last few months we've been exploring how to use various online tools to build relationships and enhance your offline networking abilities. We've already written about Facebook and some of the reasons you as a business owner should integrate it into your business and networking plans. We've also published articles on how Facebook has promoted more authentic networking, a brief overview on Facebook and it should be an integral part of your social media plans, transcendental and timeless perspectives on life and living in the networking world of Facebook, the fantastic growth of Facebook among online Candians (did you know it was HALF?!?!), and even setting up our own National Networker (TNNW) Fanpage on Facebook.
But this month, we're going to talk about using Facebook for Marketing and PR.
Here's one approach that Mike Nierengarten of Anvil Media, used to promote one of his clients, Animation Mentor. Animation Mentor is a four-year old, online animation school. In additional to Animation Mentor's already-existing website, Mike established a presence for them on Facebook, using a three-tiered approach:
Profile
Facebook Page
Fan Page
The profile was set up first, as a way to connect with current students. With an ever-increasing user base, it is likely that whatever your business is, you will find many of your current and potential customers on Facebook. Once you have people coming to your profile, you can more easily convert them into Fans on your Facebook page. Fan pages are great because they are indexed by Google and other search engines, and are viewable to unregistered people. This is important for building awareness and driving online reputation management. However, you can't send out “group messages” through the Facebook fan pages, so some of your communication will be limited.
Two other important things that Mike did:
created a Prospective Animation Mentor Student group for prospective students to connect and share their thoughts
promoted the page off of Facebook using an Animation blog
Last August, the Facebook page they created ranked for targeted keywords on Google (e.g. #23 for "animation school", #9 for "character animation"), they had over 700 fans with a mix of currents students and interested students interacting online, and also an area for prospective students to address their concerns and interact directly with someone from the school in their space. They also had an approximately 3% conversion rate (i.e. complete an application) from the Facebook page. As of this writing, they have over 2,200 fans. They have put together a low-cost (practically free) marketing engine for Animation Mentor.
In future posts we'll talk about press releases and article marketing, and how to use your blog and sites like HARO to enhance your credibility. In the meantime, if you have any questions, feel free to contact me at Chris@AskABusinessGuy.com.
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