Where Facebook Fits In

I’ve noticed a few rumors on the web that Facebook can help your SEO, or that having more likes will boost your Google pagerank. These are (currently) inaccurate, but that doesn’t mean Facebook isn’t a legitimate way to generate traffic and leads.

Facebook falls under the “Content Marketing” strategy. Content marketing is all about putting relevant content out there for customers to find. Where Facebook comes into this strategy is providing content for the customers that have already connected with you in the hopes that they will spread the word.

The best content strategy for Facebook tends to be 1 offer/promotion to every 4 posts of useful content. The goal is to provide value to your followers so that they tell their friends, and as your reach increases, you send the offers that convince them to come to your website and convert. For each new follower, that’s another free impression you have on all future content, because your new posts will show up in their feed.
Facebook advertising can accelerate the process by putting your content in front of the people you want to target, in the hope of getting them to like your Facebook page so they’re part of your audience for future content. Alternatively, you can just have your ads take the user directly to your website.

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