This blog post is part of our Lessons from SMSS15 series. Legendary Social Media is taking part in Social Media Examiner’s Social Media Success Summit, which is the world’s largest online social media marketing conference. This blog series covers the points and ideas we’ve taken from the course that we’ve deemed to be eye-opening and highly useful for other marketers and for small- and medium-sized businesses. To discuss any of the ideas in these blogs or other ideas about social marketing, please don’t hesitate to contact us.
In business, we’re faced with a ton of competition: We’re always fighting for the next dollar against a ton of other businesses – whether those are local, online or otherwise. One of the most important lessons I learned from the Social Media Success Summit 2015 yesterday, was by Jon Loomer, who spoke about creating Facebook pages around passions.
It was a great talk, but I took in a slightly different way. The reason is that for one of my clients, we did just that – we created a Facebook page based on an interest, rather than his specific business. And you know what? It worked – like a charm!
In my case, we created a Facebook page that focuses on family- and kid-friendly events in my client’s city, while my client is a Realtor. The idea is that we’re providing a massive value to the page’s followers – we’re helping them lead active, full, culturally stimulating lives with their kids. In addition to these posts about activities, we provided DIY ideas, recipes and other lifestyle-based content. Then, we added real estate listings.
The result? When we Boosted the real estate posts, several incredible things happened:
- we received higher engagement rates on those posts than on the activity/recipe/DIY posts.
- our cost per engagement on the Boosted posts was miniscule – just 2 cents!
- the community of followers on the Facebook page began providing us with FREE leads, by tagging friends on the posts who would be potential buyers!
Jon Loomer’s advice to create Facebook pages around a passion or interest is a winning one, if done right. My two cents is that you must provide your community with massive value through interesting, engaging and useful content based on that interest. Selling should be a minor focus, but should still provide an unmistakable return on investment.
Interested in putting this practice to work for your business? Get in touch with us so we can tailor a plan to make active, interest-based communities work for you! Email us today!