People believe that if you’re starting at zero, you’re basically going to be having a tough time because how are you going to draw eyeballs? How are people going to hear that your page even exists? How are you going to get the word out? I can go on and on. The list of questions is very long, and sadly, it doesn’t have a matching list of answers. The truth is, it’s actually quite straightforward. I know that sounds simplistic and it seems like I’m making light of the situation, but it really is. How come? Let your competitors do your homework for you. That’s pretty much the long and short of it. You see, whatever it is you are promoting on Facebook, somebody has already beaten you to the punch. A lot of people might think that this is depressing or even flat out discouraging. Nobody wants to be last. Even if you think about it, nobody wants to be second. Everybody wants to be first. Believe me, I understand that. I get that. But there is a very high price you pay for being first. If you’re first on the scene and you’re the first to try to address the needs of an audience, you’re going to have to make some mistakes. Nobody’s been there before you. So, you’re going to throw spaghetti on the wall, and after enough pasta has been thrown against the wall, you can start to see a pattern. You can start to see which are hits and which are duds. And by understanding what works, you then craft your strategy and you stick to what works. At that point, you have achieved a breakthrough. At that point, you would have built your organic following. Congratulations to you. But here’s the point. You don’t want to be that guy. Seriously. Why? You don’t have the time, you don’t have the resources, and you definitely don’t have the money to do this because this is very expensive. It’s pricey. Everything is trial and error. It’s much better to be the second person or even the hundredth person in the game. You might be thinking that you’re late to the part, think again. By looking at your competitors’ content strategy, you can run experiments as to which themes and topics work with your Facebook Page audience. If you start racking up a lot of likes because of certain posts, post more of that type of content. Now, here’s the problem. Just because you have a lot of the right type of content, it doesn’t necessarily mean that people will just jump in with both feet and conclude that you’ve figured them out and you know exactly what they need. It would be great if things worked out that way. Instead, you are going to have to dispel their suspicions. That’s pretty much the best way to explain this phenomenon. You see, even a page that has the very best content in a particular niche is going to have a tough time getting likes. Why? People don’t know if they can truly trust the content. People don’t really know if they can bother to click on the links to see the full content. They’re suspicious because you don’t have much likes. So, you need to have an initial base or critical mass of likes so people can organically like your stuff. And once you’re past a certain point, it starts to take on a life of its own. You can stop buying Facebook Page likes and start focusing on sending out updates that would actually maximize engagement, and by extension, conversion. That’s how it works. Don’t be afraid to start at zero. Don’t be afraid to copy your competition. As long as you have a solid game plan and as long as you resolve to know what you’re doing every step of the way, you will be successful. Many marketers successfully tap the power of Facebook marketing.
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