Facebook now offers business Pages for you to use for your business. It would be a mistake to see this as just another place to use traditional marketing practices. To be successful with these tools, you must have a different mindset, a new framework, a marketing paradigm shift. When you read the next two posts you will see why this is true.

Paradigm Shift                            

Facebook Fan Page marketing calls for a paradigm shift. The new framework rests on two key pillars: (1) giving up control; (2) consistent participation. Let’s look at the control pillar.

Interruption Marketing

The traditional model of marketing and advertising is an interruption model. Ads, phone calls and advertising messages come from every direction asking us to buy their products. Even the more sacred places are no longer private! The interruption model often manipulates people into buying with new claims bigger than the last claim. “We are going out of business. Everything must go. Prices reduced by 50%”.

People no longer believer these types of marketing. People have fought back with Do not call lists, spam filters, TiVo’s and other mechanisms to stop the interruptions and the advertising noise.

Web 1.0 Marketing

Web 1.0 has its own form of marketing control. Most websites and email marketing efforts are one way conversations. Whether a hard sell or a soft sell, they still put the website owner in charge of the process telling the visitor about their products.

With the advent of social media sites, people have shifted from one way marketing. They want customer interactive rather than product pitches. Many major companies send customers to their Facebook Page rather than their websites. They understand the shift customers have made with Web 2.0.

Facebook Fan Page Marketing

Facebook Fan Page marketing demands that you give up the traditional marketing hat—“I am in charge!” You are an invited guest, like other participants on any social media program. You come as a guest to participate with others not to manipulate or control them. No one is in “charge”.

You can be an influencer on your Facebook Fan Page. Your primarily skill is listening. You listen for what people are saying. You make contributions. You make suggestions. You ask questions. You provide valuable insights from your expertise.

As odd as it sounds, you essentially give up marketing control over your Facebook Page.

In the next post, I will talk about the second pillar in this paradigm shift— consistent participation.

Your comments are welcomed,

Al Hanzal

Here’s my experience. My wife, Pat, and I were golfing in Florida. We were teamed up with a retired couple from Nashville, Ann and Walker. Over the years, we have played golf with many couples. They were nice experiences, pleasant, enjoyable. However, very few stand out as a connecting experience. So what was different about this golfing experience that caused my wife Pat to said, “By the third hole, we had already made a connection!” Here’s my analysis on why it happened:

My Experience

• We shared a common love for golf. We play golf at the same level of skill.
• By asking questions, we learned about each other’s families and children. The women were much better at this than the men. Men tend to focus on the game (the business at hand) women focus on relationships.
• Ann and Walker were interesting people. We learned they were personal friends of the real people behind the popular movie, The Blind Side. They share information about their friends that was delightful. We have since told many of our friends about what we learned.
• We admired them. Ann and Walker are retired and spend three months in Florida. Someday we hope to have that same reality, wintering in a warm place.
• I learned that Walker had gone to the navel academy with John McCain and they were still friends.
• Walker and I shared our various businesses experiences, the highs and lows. Walker had created several businesses which he sold for very nice profits. He has been a very successful business person.
• At one point in the conversation, we moved into the political area—always dangerous. Walked asked “What do you think about the health care debate” (in March is still the hot topic). I shared my thoughts and we found we had connected on a deeper level. We share some common beliefs and values.
• During the round of golf we complimented each other on good golf shots as well as encouraging each other when we made bad shots.
• At the end of the round I promised to play with them again later in the week.

Here’s my summary on why this was a connecting experience:

• Doing something we both loved
• We were at the same level of skill
• There was admiration
• Not all talk about business
• Personal focus was just as important
• Interesting people
• Walker’s credibility
• Non-judgmental
• Follow up
• Use of simple questions
• Compliments and encouragement
• We discovered we have shared values and deeper beliefs

Conclusion

I would suggest the ingredients that made this experience a connection, are the same ingredients we need to apply in making connections with Fans on Facebook.

To be continued, your comments are welcomed…

Al Hanzal

The answer is simple.

You don’t own your Facebook Fans. Facebook owns them! If you get banned from Facebook or Facebook changes the rules, you could lose all your Fans. If you want to use targeted email marketing to promote your business, you need to have your Fans on your email list.

Creating a Facebook Opt-in Box

With FBML, Facebook allows you to create an Opt-in box. In the same way you create an Opt-in Box on your website or blog, you can create a Opt-in box on Facebook. The easiest way to do this is to use one of the Opt-in forms supplied by email providers such as A-Weber, I-Contact, Get Response or other email services. Each has a process for customizing an Opt-in box.

Why use such a service? First, they create the code you need for an Opt-in box. Second, you can use their sequential responder to send additional emails to move your Fans closer to becoming a customer.

A Free Gift

It is customary that when you ask for a visitor’s email name and address, you give the something in return. Quid Pro Quo. You give them something if they give you their information. The more value the visitor sees in your gift, the more likely they give you their email address. On Facebook, a gift is a great way to start a relationship with a new Fan.

FBML (HTML) Code

Once you have customized your Opt-in Box, use the FBML tool to create a box on your Facebook Page. (See http://successfulinternettools.com/2010/04/22/how-to-create-custom-html-on-facebook-fan-pages/ for instructions) You can place the Opt-in Box on your Landing Page or other places on your Facebook Page. (Click on the Application Settings link on your newly created Facebook Box to specify where you want to place your Opt-in Box.

Example

In my Angell Aire example, I placed the Opt-in Box on the left column of the Page instead of the actual Landing Page. I did this to keep the Landing Page simple and also to entice Facebook participants to sign up for the email list. Here’s my example.  (See the actual Box here http://www.facebook.com/#!/pages/Burnsville-MN/Angell-Aire-Heating-and-Cooling/313052125756?ref=sgm)

Create an Opt-in Box for your Facebook Page.

To be continued, your questions and comments are welcomed…

Al Hanzal

Effective ads have three primary ingredients.

First the heading. The heading grabs the reader and makes them want to read the rest of the ad. Combining images with text helps grab your visitor’s attention more quickly.

Second the benefit. You must give the visitor one or two benefits they will receive by becoming a Fan. How will their life be better by becoming a Fan of your business? Choose your biggest benefit. Ideally, it will be a benefit they cannot receive from another business.

Third the call to action.  Every ad needs a Call to Action. On your Facebook Landing Page you are inviting the visitor to become a Fan. Give them specific instructions on how to become a Fan of your business.

In the next post, I show how to put an Opt-in form on your Facebook Landing Page.

To be continued, your comments are always welcomed…

Al Hanzal

Why become a Fan of Angell Aire?

You will learn ways to improve the heating and cooling comfort of your home…

You will learn how to save money on your home energy costs…

You will learn ways to contribute to a better use of our natural resources…

Become a Fan and get weekly high tech and low tech ways you can save dollars and make a difference. Click on the Like Button on this page to get your weekly tips.

Let me share with you the process I went through with Angell Aire’s Landing page. I asked the sales staff to prepare a profile of their typical client. Here’s what they created:

Bob and Sue live in a 3000 square foot home in the south suburbs of the Twin Cities. Bob has spent his career in the computer industry, working his way through the ranks to become a senior manager, earning six figures. He and Sue met early in their careers when Sue worked at the same firm in human resources. Now in their late 50’s, with the last child having moved out of the home two years ago, they are just beginning to seriously discuss their future plans.

Their original home was a small split level that was outgrown with the arrival of their third child. Their present home, purchased 18 years ago, is their pride and joy. In the last few years, they have updated most of their appliances and remodeled their kitchen. They know that their existing heating and cooling system has reached the end of its’ typical life span and is not as efficient as they would like. They do not want to wait until a major breakdown to begin their search for a new system. They are also aware that their two story home is not nearly as comfortable as they would like. They regret not having spent the additional amount 18 years ago to have separate zoning installed at construction. They realize that whether they continue living in their home into retirement or decide to downsize to a condo or smaller home, the old heating system will need to be replaced at some point regardless, so feel that they may as well enjoy the benefits of a new system rather than waiting until they may sell the home.

They have begun their investigation through the internet and recommendations from friends and family. Bob is detail oriented and is becoming frustrated by the lack of objective information available on the internet; typically his primary source of information. They have begun making appointments with local contractors that they have recognized through local and internet advertising. They plan to look at 3-4 quotes. They have always tried to purchase quality over lower price; if they feel the benefit justifies the cost difference.

I asked the sales staff where concerns for the environment ranked with their typical home owner? They told me that environmental concerns were not the first priorities of most customers. However, if you probed, customers would say that saving energy resources is important to them.

Angell Aire wants to use their Facebook Fan Page to focus on the green elements of the heating and cooling industry. Technology advances with high efficiency furnaces,air heat exchanges, green motors and smart thermostats are just a few of the advances that can save significant energy for a homeowner. At the same time, less home energy is good for the environment.

My challenge , “What can I say to these potential Fans about the green heating and cooling options to persuade them to become a Fan when green options may not be their highest priorities?”

I will share how I tackled this challenge in the next post.  To be continued, your comments are always welcomed…

Al Hanzal

Description

Right beneath the photo box,, you will find a short Description box. Because this description falls beneath your photo or logo, it is one of the most viewed parts on your Page. Complete the description by answering this question in one sentence. “How do your products or services make your customer’s life better?”  Keep revising your answer out until you are satisfied that if captures what you want to say about the benefits of your business.  Click the Edit Pencil to insert your description.

Here’s what I wrote for Angell Aire:

Angell Aire Heating and Cooling is dedicated to providing our customers  new technology that saves energy resources, keep more dollars in their pockets with out sacrificing heating and cooling comfort in their homes.

Click on the Info Tab

Here you complete the basic information about your business. Then click on the Detailed Info link to write a more complete description of your business from a customer benefit perspective. If you competed the exercise in an earlier post,http://successfulinternettools.com/2010/03/29/capturing-the-heart-and-soul-of-your-business/ you have the information needed to complete an engaging description of your business. The key questions to answer are:

What area of my business expertise will be focused on this Facebook Page?

What do I do?

How do others benefit from my expertise and what I do?

Here is the Angell Aire Heating and Cooling Description.  Notice how I also include key search terms in this description.

Angell Aire provides energy saving heating and cooling systems for homes in the St. Paul, Minnesota area, predominately in Scott and Dakota counties.

We specialize in following energy saving systems:

• Geo-thermo heating and cooling systems
• Air exchanger heat pumps
• Bryant Systems with 95% efficiency
• Green motors to replace outdated single speed motors
• High tech thermostatic control devises like Bryant’s Evolution System

We provide free home energy audits to help homeowners determine ways to save energy dollars without sacrificing personal heating and cooling comfort.

We also provide home owners with tips and suggestions on ways they can save money by lowering their energy consumption.

At Angell Aire, we believe conserving energy is good for everyone. The homeowner gets to keep more money in their pockets using today’s technology.  They do not need to sacrifice personal heating and cooling comfort in their homes. All of us can conserve our natural resources for our children.

To be continued, your comments are welcomed…

Al Hanzal