I spent a lot of time focusing on how much likes matter and how important they are now, more than ever before. I even created The Ultimate Guide To Facebook Page Likes, For Real Estate Agents.
Here’s the deal. Beneficial likes make you relevant and that is one of the foundational “pillars” in Facebook’s Graph Search Algorithm. This is one of the reasons why I teach that real estate agents should be running a continuous “like targeting” ad, never ceasing.
I’m sure you know by now how stink’n hard it has been to find anything via search on Facebook. Almost impossible, unless you know exact spellings. And forget any semblance of finding correlations of things: friends who graduated the same year you did from the same college you did who now live in your current town.
Facebook finally has a solution they released late in 2013. What is it? It’s called Graph Search.
Graph search is Facebook’s social solution for connected search. It is a search algorithm that delivers results based on connecting the dots in the mountains of data Facebook as collected from its billion users. Results are served up based on relevancy and relationship rather than keywords. ~ Marketo
OK. That’s probably as clear as mud.
In a traditional online search you would first probably search for your college and then do whatever research you could to find alumni.
On Facebook, it’s much easier.
Step 1: People I know who went to YOUR COLLEGE
Step 2: People I know who went to YOUR COLLEGE and graduated in YEAR
Step 3: People I know who went to YOUR COLLEGE and graduated in YEAR and live in YOUR TOWN
If you want to expand it to people you may not be connected to, you’d simply change your search to:
Friends of people I know who went to YOUR COLLEGE and graduated in YEAR and live in YOUR TOWN
People who went to YOUR COLLEGE and graduated in YEAR and live in YOUR TOWN
And there is your list.
You can use Graph Search for anything, from targeting your audience for your business page, to researching your page likes, to deepen your knowledge of your page fans learning about their hobbies and interests.
You can dig deep into the interests of your competitors fans, improve the quality of your Facebook contests and so much more.
Well first, you have to know where Facebook Graph Search is. This is a hard one. I mean, it’s kind of hidden . . .
Yes, I’m being ornery 😉
Second, you need to know what to type to achieve your search goals.
Here is an example…
Targeting your niche audience by their likes and interests.
Step 1: Favorite pages of people who live in YOUR TOWN
What comes up? Any other community pages? Any pages that have over 5-7K likes? Anything that interests you? Anything that fits your target niche?
In my search image below, the top favorite page is the North Idaho Fair & Rodeo. It’s a community page and it has over 20K likes.
What can I do with this?
Do I specialize in farm & ranch properties? Do I prefer working with equestrians? Survivalists? Arts & Crafts lovers?
I can take that community page title right over to Power Editor and target people who live in Coeur d’Alene, that are a certain age (at least over 18 if you want them to be legal to sign a contract) and are interested in the North Idaho Fair & Rodeo.
So now I have a targeted potential audience of 4,000 people that closely fit my niche. You can go even deeper. Just search out more interests. The deeper you target, the much better return your advertising will give you.
Here’s another example…
Digging deeper into your Page’s fans.
Step 1: People who like YOUR PAGE
Step 2: And now get to digging deeper with the options on the right hand side of your screen
And now get to digging deeper by looking at your fans in the details on each one.
And yet another example…
Research your competitions fans
Step 1: People who like YOUR COMPETITION’S PAGE
Step 2: Research their fans. Interests. Similarities. Differences.
Essentially, the possibilities are endless. Learn about your target niche and then target them based on their interests!
If you want more people to like your Facebook page, you’ve got to TELL them to like it.
When people are flying through their News Feed and they see your page (for whatever reason, whether you are running ads or someone they know has profiled it in some way), they aren’t going to take action to do anything unless they have a compelling reason to do so.[Featured Download: The Facebook Page Setup Checklist… turn likes into leads when you set up your Facebook page the right way.]
First of all, you’ve got to give them value in that half second you’ve got. Whether it’s a compelling headline, a strong call-to-action for an offer, or something similar. When you grab them with value, you’ve got to tell them what to do next.
To this end, it is extremely important that your page cover photo directs and guides the people who see it. Don’t just think people are going to see it when they visit your page (they will, usually only once though) but know that more than half of the people who see it will actually see it in their News Feed. Another thing to consider, even if they don’t see your page in their feed or via an ad, perhaps they are seeing it by hovering over your page name. What pops up? What entices them to come over to you?
Here are some examples, and let me tell you, these were HARD to find!! When you are looking at these examples, notice a couple things…
Remember, most people (over 80%) are looking at your page on their mobile device. Don’t tell them to go to your website in your photo and then require them to type in the link to your website. Make it easy for them – give them a clickable link
Like I said, these were very hard to find. I found a lot of blank photos (worst case scenario), several that had some sort of verbiage on them but nothing enticing action taking, a few photos that told people to sign up but then told them to go to their website (and the website was imprinted on the photo but not clickable).
Even a couple of these aren’t all that clear. Without telling people to CLICK HERE, most users won’t know to actually click on the photo to access something.
So what’s the take away?
Don’t miss out on people signing up into your list or liking your page by not having something so simple available to them!
Christina Ethridge is the founder of LeadsAndLeverage.com, helping real estate agents capture, convert and close Facebook leads.