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Facebook can be your most vital marketing tool in attracting future customers to your website.

Fantastic! You now have your own website, you started a Facebook page for your company, activated a Twitter account @yourstartup, and you’re becoming familiar with Google Analytics. It sounds like you’re all set with online marketing. But as you look at your Google Analytics, you notice your traffic isn’t growing as fast as you’d like. And it’s starting to take a toll in your company’s growth.  How do you get your website the visibility and traffic it deserves? One word: Facebook.

Think about it: there are millions of websites already set with a steady visitor pool. New websites are just white noise in the background of other companies who have already claimed the top ranks on the Google search results page. Facebook, however, has 800 million regular users who can easily be reached out to and interacted with. Although your website is important, judging by these numbers it seems that your company’s Facebook profile could very well be your best tool in attracting visibility and new customers.

Here are some easy tips that can optimize your company’s Facebook profile to get the attention it deserves!

Eye Tracking Study

EyeTrackShop, an online marketing research firm, performed a study with thirty participants tracking their eye movement when viewing eight big name company Facebook pages. This study showed some very interesting results that can benefit anyone’s personal and company profile page.

According to the study, the basic Facebook profile trumps any other Facebook apps or fancy profile pictures. In fact, users gazed first at the page’s wall and would stare normally four times longer than on any other portion of the page.  Smaller pictures located at the top of the profile are looked at for about 85% of the time and the “likes” column was examined for a little more than half the time spent on the page. The time we’re talking about here is really only a matter of seconds.

The results give some good insight on how to properly build a company Facebook profile as well.

  1. Visitors will typically look at the wall first and spend the most time there.  So place important events, information, sales, or links on the wall instead of hidden somewhere throughout the profile.
  2. Most of the time a logo, product, or any inanimate object will receive little to no attention. For example, according to the study, only 57% of the participants even looked at the bottle of Coca-Cola displayed as the Coca-Cola profile picture. Profile pictures containing a person or just a face will most likely attract the most attention.
  3. Photos or links to videos placed throughout the wall will hold the viewers’ attention the longest.

Facebook Metrics

Once you’ve polished up your Facebook profile, you need to learn what exactly to do with it.

In a recent article, Amy Porterfield gives three metrics that tells us just what that is. These metrics can be helpful to businesses advertising on Facebook. As Porterfield points out, of all the data available to users inquiring about their fans, it can be a little hard to know which pieces of information are important and which aren’t. She goes on to say the whole goal for the company’s Facebook profile is to engage people, turning them from one of the 500-some fans into a contributing, active, and engaged member of your very own blooming Facebook sub-community.

Metric #1: Track “People Talking About This”

The “People Talking About This” feature on Facebook is relatively new and can be very useful. It tracks the amount of people who have interacted with your page through various means. If someone “Liked” it, commented or shared a post on the site, responded to a question or an event, or even linked the page’s URL, that would be considered “Talking About It.”  It can be used as a good measurement of how popular your business is becoming or how well a certain post or picture was received.

Some posts, according to the article, which can be helpful in engaging your visitors and getting them to talk about your profile are:

  • Asking questions
  • Asking for opinions
  • Requesting people to “Like” something on your site
  • Inserting “mini calls-to-action”
  • Responding to comments, questions, likes, or shared posts. This means continuing a conversation or just expressing gratitude.

Metric #2: Track “Engaged Users”

The Engaged Users category on your Facebook analytics feature represents unique visitors who have interacted with your page. (Facebook actually provides you with analytic tools under the “Insights” menu and by clicking on the “Reach” link.)

By tracking engaged users, you are able to see which people are visiting your site and their activity on your profile page. With this knowledge, you can change your profile accordingly. Perhaps you can insert better calls to action, more constructive links, or maybe keep up what you’re already doing.

The point of this tool is to determine your target audience. You can figure out their age, gender, location, profession, and social group. You can even figure out what they are looking for and how you can help them find it. Use Facebook polls, surveys etc. to promote more interaction and see what audience you’re attracting.
Metric #3: Track “External Referrers”

An external referrer is either a search engine or someone who has a link to your Facebook profile on their website or profile page. An external referral is someone who has arrived on your page having followed that link.
Porterfield gives three ideas that can help build up external referrers and referrals.

  1. Enter enough information on your “Info Tab” to help your Facebook Page get picked up by Google.
  2. Use your organization’s Facebook profile to comment on related blogs on other pages or websites.
  3. Post links throughout your website that will let visitors “Like” something or share with friends on Facebook.

At the End of the Day

The end goal is to ultimately bring potential customers to your website. Facebook is currently one of your best tools to bridge that gap between your website and future customers.  Because of the atmosphere Facebook has created, you are able to interact with potential clients on a more casual and intimate level. This atmosphere can give you valuable readings on marketing, increase your visibility, and will lead to more sales. So apply these simple tips and start getting noticed today!

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