When it comes to advertising on Facebook, it seems as though small businesses have the hardest time reaching a wide audience and growing their brand. Perhaps they don’t have the marketing know-how, or they just can’t compete with the ad dollars that are funding the ad campaigns of major brands. But, regardless of the reason, Facebook is an incredibly useful marketing tool and should be used as such by all small businesses.
There are many companies out there that offer Facebook advertising services, and LeadDyno is one that enables small businesses to set up and manage their own affiliate programs so that they are essential rewarding their customers for helping spread the word and strengthen their brand.
Here to walk us through how LeadDyno works, and can help small businesses grow their Facebook fan base is Brett Owens, Marketing Director and Co-Founder at LeadDyno.
By: Brett Owens, Marketing Director & Co-Founder, LeadDyno
We sell timekeeping software to small businesses. You’ve probably heard the wrap on selling to small business—it’s a nice market…IF you can figure out how to reach enough small business owners in scale. Here’s how we’ve successfully used Facebook to have our users “introduce us” to their friends and colleagues—for free.
In my experience, buying advertising on Facebook is not that effective. We were able to drive a large number of clicks to our site—cheaper than we’d buy clicks via Google Adwords—but Facebook clicks converted at an extremely low rate. I don’t know exactly why this is, but it was clear that the quality of visitors we received from our Facebook ads was not high enough to justify more investment. Instead, we turned to our users, and asked them to spread the word about our product on their Facebook feeds.
The easiest and most effective way to turn users into evangelists is to make them affiliates so that they are incentivized to share the product with their colleagues and friends. We setup a formal affiliate program that rewarded users a lump $100 sum every time they referred a paying user (our plans start at $19/month, so we make up the commission in 5 months or less).
To do this, we provided each user with a unique referral link, and used it to track the visits, leads, and sales they sent our way. We built our own affiliate tracking software for this purpose—you can either build your own as well, or pick an “off the shelf product” to do this for you.
Providing Copy to Repurpose
Affiliates are much more likely to post your info to their Facebook feeds if you provide specific editorial copy and articles for them to repurpose. Unique content, such as product announcements and editorials, helped us spur our affiliates to reach out to their networks. We setup a “social sharing” portal for our affiliates so that they can access and post to Facebook with a click of the mouse.
Here’s an example of a post one of our users would generate when clicking our Facebook sharing button (note that the link is their unique referral link):
Decoding the “Facebook App ID”
The most confusing part of setting this up is the nebulous “Facebook App ID.” For reasons that are beyond me, Facebook requires you to establish a formal “App ID” with them for even the simplest of websites. Until you do this, you will not be able to establish one-click sharing direct to Facebook.
I consider myself reasonably technical, but this process threw me for a complete loop the first time I tried to figure it out on my own. There weren’t many articles on the web about how to do this, so we created a step-by-step tutorial about getting a Facebook App ID.
Getting Those Free Posts and Clicks Today
These days, Facebook users are seeing Sponsored Posts all over the place, so they may as well see yours.
Getting affiliates onboard with your Facebook marketing strategy is important, and easy to do. You can have your users promoting your product via Facebook—for free—without having to cut Mark Zuckerberg a check as you would normally with each promoted post!