Mari Smith on How Small Businesses Can Use the 80/20 Rule in Facebook

Did that your Facebook updates are never going to be seen by 100% of your fans to your newsfeed? Instead, only 2% to 48% will see them.  Yet, Mari Smith, who have been called the Queen of Facebook, still says Facebook has value for small businesses. She offers several highly specific tips on this interview about Facebook for small businesses.

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facebook for small businesses

Small Business Trends:  Can you let us know a bit of about your background and the way you bought to be what lots of people call the ‘Queen of Facebook?’

Mari Smith: Throughout my entire career, I’ve had a deep passion for folks and technology. Since 1999, I’ve been deeply immersed on earth of eCommerce, Online marketing. i used to be a web-based advisor for a protracted variety of years. Then, in 2007, Facebook just fell into my lap. i used to be chosen to be at the data team of an app. It was really a defining moment in my life. I just fell in love with Facebook. Within weeks I became an evangelist.

Small Business Trends:  When do you know Facebook was going to be important for small businesses?  

Mari Smith: From a small business marketing standpoint, to me, it’s all about relationships. One in every of my blogs is named The recent Relationship Marketing. Relationship marketing is set fostering those relationships which you’ll start through social media, through Facebook, through Twitter, after which ultimately – you can meet people in person.

It’s really an issue of strategically thinking through what content you’re posting through your own profile and your public fan page in a way that folks are – top of mind. They’ll think, ‘Gosh, i actually should go and purchase a brand new dress or a marriage cake or whatever different people do.’  You are top in their mind because they’ve built this relationship with you and you’re of their news feed, sharing valuable content and sparking interest with little personal goodies.

Small Business Trends: Can you rate, on a scale of 1 to 10, how successful small businesses were relating to leveraging the ability of Facebook to assist grow their business?

Mari Smith: I would say nearly all of small businesses are probably somewhere around a 3 or a four on that scale, unfortunately. i believe the key reason is that Facebook is in a ‘pay to play’ mode. They need to earn a living; that’s just how it is. It’s just the algorithm that’s at play. You may buy ads so that it will build a fan base, that is a great use of your advertising dollars, but then individuals are like, ‘Well, we’re only going to display and post to a percentage of fans.’ Your posts are never going to be seen by 100% of your fans on your newsfeed. It may be anywhere from 2% to 48%. I think at one time years ago, it was at 16%.

One thing to bear in mind as a small business owner is that simply because you will have 1,000 fans, all 1,000 of these persons are not seeing your posts. It can be a fragment of these. You’ve promoted posts and there are sponsored posts. There are only a lot of complex features in there avaiable for purchase. But unless you already know what you’re doing, you are squandering precious money. You can not be getting an awesome ROI – return on investment.

I think where people struggle is that there’s these complex features and there’s lots of change. Facebook is often changing their features. If we will back up a second and take complexity out of the image and think about the basics of small business success, you spot that numerous it comes with not likely knowing, ‘Why am I on Facebook within the first place?’  What am I attempting to do here? Am I attempting to just generate fans and get well sentiment for my brand or actually sell product or improve customer support or simply get visibility?’

I would recommend that almost all small businesses approach Facebook marketing from the standpoint of generating email leads and gently guiding people to cross into your funnel, your e-mail list, your blog, your website and searching into your offers.

Small Business Trends:  What percentage of small businesses are literally ready to do direct commerce on Facebook? Is that even within the equation for many businesses?

Mari Smith: It is. Definitely, there’s an entire factor of online commerce, called Facebook Commerce. There are new sites and there are services and platforms which can be stoning up on a regular basis. I just stumbled on a brand new one recently called Bionic they usually have an app which you could add an IQ Offer. You are able to post a proposal that’s maybe 50% off for the following 24 hours. You then can drive people there through an ad, as an instance. People can click that and buy at once through PayPal. So, for the small business owner, that’s how to instantly monetize a suggestion.

Facebook actually has an offers feature. You click the button and also you claim it. Simply because somebody’s claimed it doesn’t mean that cash has actually passed hands, not yet.

Commerce continues to be in its infancy. i feel we’ve got another couple of years yet where everyone is really beginning to feel more well-off getting their mastercard out. With PayPal, there’s a trust already existing there, that is great. Someone getting their mastercard out and saying, ‘I feel happy to shop for this right off of Facebook’ is in it’s early days yet.

Small Business Trends: Do you are feeling that small businesses are leveraging Facebook with the correct expectations?

Mari Smith: A lot of people who I talk over with, loads of small business owners, come to Facebook because the Holy Grail. They believe that they’ve got over one thousand million members and there are stories of individuals making millions of greenbacks through Facebook marketing. A lot of them are spending money to make that cash with ads, that is quite frankly essentially the mostsome of the most incredible targeted demographics that your money should buy; much better than the other advertising product and that i don’t have any agenda saying that. It’s only a fact.

One thing that small business owners could do with Facebook is building up their email list. Submit your email list with 1,000 people, and they’re from other sources, not necessarily through Facebook. You may take that database and upload it to Facebook using what’s called the facility Editor. Upload their very own data base and Facebook goes to head and search their site and match profiles along with your database. Maybe only half them will match and that’s okay.

Now you’veyou’ve got you have got this set of virtually 500 people and you may discover lots additional info. You may segment your database and get a ton of data because of matching them. That you can place ads. You could advertise to people by yourself database. It’s called Custom Audience. Then you definitely can do something that’s called Look Alike Audience, this means that Facebook will then gather up an audience of people who which you could advertise to that could have never known about you, are not on your list, are not your fan, but they look similar to your current database. That’s cool, right?

Small Business Trends:  If you were a small business going on Facebook to build a list, what kind of content may work best when you’re trying to do it from that perspective?

Mari Smith: I have this rule, basically 80/20. So, talk to the fans with no agenda value, the 80%. When I say no agenda value, that means OPC – other people’s content. You’re sharing a mix of your content, articles, resources, tools and then 20% of the time, you’re going to ask for the sale. You’re going to ask for the lead.

One of my favorite ways is through a webinar. I gather my fans and drag them over to an option page, where I capture the email address and that’s where I’m going to periodically do that, I don’t do that all the time. I do it maybe once a quarter. I’ll do an initiative, where I’m gathering up, where I’m doing an offer. So, that’s just something to keep in mind is that you don’t have to be asking for the sale all the time. But you have to have it strategically mapped out in your marketing calendar for the year, as to when you’re going to do offers and promotions and do them in spurts.

That will add tons of value on a regular basis; ideally once a day. Even if it’s just one post a day or maybe two posts a day on Facebook; for your fan page. That could be plenty; that will be sufficient.

Small Business Trends: You mentioned something a couple of webinar?

Mari Smith: It’s developing on Tuesday, June 4th. It’s called Seven Steps to Facebook Success . It’s 90 minutes, a live stream webinar. I’m going to be on camera and broadcasting from a studio in San Diego, live and interactive. We are able to record it in case folks can’t make it they usually can just find links to that at MariSmith.com .

This interview on Facebook for small businesses is a part of the only on One interview series with thought-provoking entrepreneurs, authors and experts in business today. This transcript have been edited for publication.  

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