Facebook is digging into its back of tricks, yet again, and making it more difficult for users to create a buzz without buying an ad.
Remember the big ruckus last year when people discovered that only a small percentage of fans were seeing status updates posted to a page? Back then, it was something like only 11 percent.
That number is shrinking even more.
Advertising Age got its hands on a document that Facebook sent to its partners recently. In it, Facebook admits that the main reason for you to acquire fans isn’t to build a free distribution channel for your valuable content. It’s to make sure Facebook ads work better. Bottom Line: The vast majority of fans will NOT see your content unless you buy an ad.
Lost of people saw this one coming.
What If You Don’t Have Money for Ads?
As Facebook tightens the vise, that means it’s more important than ever to make sure that you’re not only providing quality content but that you’re pulling Facebook fans into your marketing funnel and making sure you keep them happy with even more content than they’ll find on your page.
One of the best ways to do that is with an opt-in box on your Facebook page. An opt-in box adds people to your email list, with their permission, and that means you can market to them over and over again. I’ve had one on my Facebook page for more than a year, but sign-ups have been stagnant recently. Until last week, I couldn’t understand why.
Then I saw my friend, Don Crowther, demonstrate step-by-step how to add an opt-in box to a Facebook page that visitors will find absolutely irresistible. You can use his method, for free, and watch him demonstrate it during a webinar I’m hosting with him from 4 to 5:30 p.m. Eastern Time on Thursday, Dec. 12. Register here for Turn Your Social Media Into a List-building Machine.
Why Your Opt-in Box Isn’t Working
If you already have an opt-in box on Facebook, and you’re happy with the number of email addresses you’re collecting, you probably don’t need Don’s training. But if you’re not collecting lots of email addresses and making money from them, Don says, this could be why:
1. You’re offing the same tired freebie you’ve been offering for years, like an ebook or White Paper.
2. You’re offering the same freebie to different target audiences. Don’t assume everyone wants the same content. On Facebook, you can offer different opt-in boxes for different audiences.
3. Lack of a compelling thumbnail that catches visitors’ attention. If visitors arrive on your Facebook page and get distracted by the many links, they might not know you’re offering great content and that they can opt in to get it. During the webinar, Don will share a great tip on how to persuade visitors immediately to opt in to your email list.
4. Using another company’s tool to create an opt-in list. Some tools cost $10 to $40 a month, Don says, and that eats into any profit you might eventually make from an email list.
5. Not sending top-quality content to people on your list after you get their email address. What good is an email if you aren’t constantly impressing those people with great content and, periodically, asking for the order?
6. Not using video on the opt-in page. This is very easy, Don says, and he’ll demonstrate exactly how to do it.
What other questions do you have about opt-in boxes on Facebook? List them below, and bring them to Thursday’s webinar with Don.