- Build a large Facebook page with a global audience to stand out from the competition.
- Reach your long term goal for likes immediately for the lowest cost possible.
- Use the confidence you gain from this large following online to more aggressively generate and convert leads.
- Place your Facebook page in a position your leads will find it and let them discover how influential you are.
- Continue growing your page and your business to gain access to bigger opportunities and especially opportunities others miss.
If you have a Facebook page for your business and you are in the market of servicing other businesses, you probably are not doing your Facebook page just for fun. You imagine spending time and money to grow your Facebook page will translate into increased revenue. The good news is you are exactly right! The bad news is that getting off the ground is so hard that most B2B Facebook pages will never do it at all. Many business pages fail so fast that they are closed within a few months of being opened. Why? Most of us crave positive reinforcement and are motivated by doing a good job. In the beginning is when this motivation is the most difficult to find. Let's take a look at what most B2B Facebok page owners do.
What is your first impression when you see the number of people that like the pages above? When the ad says "brand launch experts" or "brand your business creatively," how likely are you to trust anything else they have to say after seeing they have 387 people and 174 people respectively that like their page? On a side note, I checked both of these pages today and neither are over 1,000 fans yet even though I saw these ads two weeks ago. What I want to know as a potential customer they are showing their ads to is how I can trust them to launch my brand or promote my brand when they clearly cannot even launch their own brand? The average warrior forum member looking to grow their business Facebook page wants between 10,000 and 100,000 fans on their page. How can a page with 387 or 425 people possibly help?
Do you see why most Facebook business pages never get off the ground? These two pages were paying high ad costs trying to get me to like their page when they had no hopes of getting me as a customer. What they lack is a positive reputation on Facebook. While everyone was new at some point to Facebook, potential business customers today generally are not looking to do business as another company's first customer. Most people prefer to work with a company that demonstrates a clear understanding of what they are doing and has verifiable experience doing it. The way you communicate that on Facebook is by having a large and engaged community.
How do you build an active and engaged community? You do it with Facebook ads. The difference from what these pages were doing is you do not do it with "highly targeted" or "ideal prospects" or "leads" or anything else most people think to start with for the reasons I just mentioned. Think of it like taking a test. When you were in school, did you begin a class by taking the end of year exam first or did you work your ass off and then take the exam after you learned everything you needed to know? Unless you went to a lot different school than I did, you worked your way up to being able to take the test by starting with small successes, learning a little bit at a time, and eventually showing that off in the form of a test.
Growing an engaged and active Facebook community begins with building upon small successes and working your way up to your ideal customer. If I am your ideal customer, I expect you have to 10,000 to 100,000 likes on your page before I even consider working with you. The question you are probably asking at this point is how am I supposed to get there if no one wants to like my page before I am there? The answer is simple. You show ads to people that will like your page and that will tolerate you having a much smaller page. You advertise to people that have almost no chance of becoming your customer. You show ads to people that will like almost any Facebook page that shows interest in who they are and they want.
With more than a billion people to choose from, finding people that will like your Facebook page is easier than ever. What you have to do is target the ads to countries where the ad costs are low and where the competition is non existent. Your page can be one of the first Facebook pages a Facebook user in Indonesia ever sees. They are unlikely to care how many people already like your page because they are new to Facebook and not so quick to judge like I am. You can get started by targeting these countries below. These are from an older like report from my page and will give you an idea of how many people you can get from which country.
When you see a Facebook page like this, what is your first impression?
Compare that first impression to seeing the Facebook pages we first looked at. Are you more likely to trust a page with 500 fans or 500,000? What do you want your potential customers to have as their first impression of who you are online?
For those of you that thought we are done, now is just half way! Just getting this many likes in and of itself is not worth much for business in the door. What is is worth is a million dollars in terms of motivation and long term success. If you had an original goal for your Facebook page in terms of likes, how good would you feel when you hit that goal in just a few weeks for a low cost? One of my original goals for my page was 10,000 likes. Then it was 50,000 and then 100,000 and then 250,000 and then 500,000. Now it is a million. Still, the question remains, how does this help me? First, it provides continual motivation for me to succeed. Second, it has continued to help me increase my conversions.
For getting B2B clients, the Facebook page is a powerful conversion tool that gives potential customers a barometer for what kind of business you are capable of handling. While I have got clients from 25+ countries and almost every US state in the last two years, I have never gotten a client with a larger Facebook page than mine. I believe this is because my customers judge that if their page is bigger than mine, I am unlikely to be able to help them. In fact, if they are even close to the size of my company page, they judge that they are already doing a good enough job themselves. My potential appears to be pages with 60% or less of my total likes. When I had 100,000 likes, this meant it was hard for me to get a page bigger than 60,000 to be my customer. Now, with almost 600,000, the biggest client I have so far has around 350,000.
For Facebook business to business pages, the customer immediately and perhaps even unconsciously judges our ability based on how many people like our page and engage with our page. For this reason, I always recommend building a fan page as big as possible to impress the potential clients considering doing business with you. The best part is that a bigger page both increases your direct ability to make conversions and your confidence which indirectly increases your ability to make conversions. While you can try to generate leads with Facebook ads, I find using other lead generation methods combined with leveraging the strength of the Facebook page provides the best output of more sales. For example, get more people to visit your website and prominently feature your Facebook page. People trust Google AdWords clicks more than Facebook and when they see you have a giant Facebook page on top of that, they will be motivated to do business with you. If you are using a squeeze page or building an affiliate database, the kind of person that visits your squeeze page when you have 2 likes will be a lot less likely to take action than the kind of person that visits your page when you have 50,000 likes. Regardless of the truth, they will assume you are large and established and be more likely to trust you. What you do with that opportunity is up to you of course!
Naturally, people that focus on sticking to the best practices and doing things the right way provide a lot of negative feedback about this strategy. My question to them is when did doing it that way ever help anyone get ahead? Most of the largest and most successful companies got there by engaging the world. Google, Facebook, Microsoft, and most of the largest companies, brands, and Facebook pages have a huge following worldwide. Most of that following is not a paying customer. These companies and brands also continually get the best opportunities. If you want to get better opportunities, standing out from the rest and building a strong worldwide following is the way to start. Where you go from there is up to you!
If you want additional help on these topics, you may enjoy my YouTube channel.