BrightonSEO - How to win fans and reach people
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Transcript of BrightonSEO - How to win fans and reach people
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How to win fans and reach peoplePractical tips for Facebook
@jesstiles
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A little story from Africa
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Website &
resources
Facebook page
How to get social sessions?
How to get Facebook page likes
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How to win fans
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Buy page likes
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New page likes 968 15,423 1493%Website clicks 24,741 4,431 -82%Organic reach 7.57% 6.91% -9.55%All sessions 1,387,120 1,247,286 -12%Cost per session
0.0008 0.0016 100%
Doing the math
* Based on 4 weeks of test data
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Spending money buying likes leads to less website
traffic at almost double the cost per session
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I want it to be free
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SEO your
Facebook page
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Use your owned media
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Website
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Emails
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Confirmation pages
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* Based on 5,000 sessions on desktop homepage, 300 sessions on confirmation pages and 1,000 sends of newsletter & transactional emails
CTR performanceCTR
Like box homepage 0.04% Nice to havesIcon header 0.01%Icon footer 0.06%Icon newsletter 0.05%
Icon transactional 0.20% Do thisConfirmation page
6.26%
Winning
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Link to your Facebook page at the end of every user journey to win fans
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How to reach people
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Organic reach is declining
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Edgerank simplified
Engaging posts
Clickable posts+
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Sessions
$
Engagement rate(likes + comments + shares /
reach)
Conversion rate
Reach
Fans
CTR
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Step 1: Get engagement
Nogrumpy cat
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Puzzle0.89%
engagement rate
Quote0.62%
engagement rate
Humour0.61%
engagement rate
Everyone can do this
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TBT0.75%
engagement rate
Holiday1.00%
engagement rate
Birthdays2.89%
engagement rate
You can do better
NationalismNostalgia Culture
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Engagement Rate
Humour 0.61%Quote 0.62%TBT 0.75%Puzzle 0.89%Holidays 1.00%Birthdays 2.89%
Be brand relevant
Connect on an emotional
level to your persona for
better engagement
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Step 2: Get clicks
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Brand
What is more clickable?
Product Category
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Winner: Category posts
* Based off 371 posts
Your fans are looking to browse
Post CTR Bounce RateProduct 2.69% 63%Brand 2.47% 52%Category 3.19% 33%
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Grab attention with category themed posts, get the click and then
lead your fans down the conversion path. Don’t
only hard sell.
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What about posting articles?Blog articles can be both clickable and
engaging
May not be best for
conversions
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Align format to objective
Engagement Reach Clicks
Image Best Average Poor
Link Average Average BestVideo Average Best Poor
Status update Poor Good Poor
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Step 3: Post quality
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QUESTION
How often are you posting right now?
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4 to 6 posts per day
60 to 80 posts per day
Optimum post frequencies
Consumer goods Publishing
e.g. Asos, eBay
e.g. BBC, HuffPost
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Do social differently
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Initial social Strategic social
Branded searches 16,000 16,000Brand name SERP rank 4 2Branded CTR 4% 11%SEO FB page visits 640 1,760Sessions at end of user journey
2,700 2,700
Owned media CTR 0.05% 6.26%Owned media FB page visits 1 169
3x more Facebook fans
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Initial social Strategic social
Number of posts per day 2 6Organic reach per post 1,407 2,104Impressions 19,698 59,094CTR (with half clickable posts) 2.69% 3.19%Sessions 265 942Bounce rate 63% 33%Non-bouncing sessions 98 631
6x more non-bouncing sessions
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Winning strategy
SEO Facebook page and link at the end of user
journeys
Post more engaging
and clickable content
more often
+
Follow @JesStiles