I was extremely excited to get a chance to speak to facebook expert Brian Carter about some of his recent work with facebook page marketing and advertising. I've been following his weblog posts for some time, and have chatted with him informally before, but I wanted to get to ask him some certain questions about Facebook marketing, considering that he's been doing a lot of training and speaking on that topic lately. Here's the transcript of our chat interview:
Richard Drew: Hey Brian thanks for doing this interview! You've been performing a lot of Facebook marketing and advertising lately but you haven't constantly carried out that- how did you come to focus on this?
Brian: Thanks for asking me. Yes, I began with Search engine optimization in 1999 and AdWords in 2005 – I became recognized as an google adwords consultant so considerably that Google actually suggests my name when you kind in adwords consultant- and I got into Twitter and blogging a lot far more in 2008, then got dragged into Facebook in 2010 by a client. I didn't want to do it and didn't think there would be any ROI. I'm happy to say I was wrong about that- we've seen a quantity of organizations make profits from Facebook marketing, if they do it the correct way. And so now I'm a Facebook consultant, too. Maybe you can tell I really like learning.
Richard Drew: It's clear. You stated performing Facebook the correct way? What are the correct approaches that lead to profits?
Brian: Nicely, sadly a lot of people don't plan ahead- so they could begin with the wrong page name and uncover out that's the headline of their ad when they go to advertise for fans. Or they attempt to get fans for totally free and get a significant number of unqualified fans who will in no way buy from them. So you have to feel ahead about issues like that, and budget some income for ads, and either use a Facebook ad consultant that can get you low-cost targeted fans or discover how to get more fans on facebook yourself.
Richard Drew: Do you have to advertise?
Brian: A lot of individuals attempt not to. But when there are companies out there obtaining fans for 10 to 15 cents, and those fans get from them, while you have other corporations spending a lot of sweat equity and employee time trying to get fans that don't buy from you- I feel it's obvious. But it may not be obvious to folks who don't see how powerful and distinctive the Facebook ad platform is.
Richard Drew: It's various from AdWords…
Brian: Really- AdWords is keyword oriented. It's demand fulfillment. If someone is prepared to “get shoes” they'll search for that and you can sell them shoes. But if somebody loves to buy a lot of shoes, you capture that person on Facebook and sell to them over and over. Facebook ads can target by interest, hobby, passion, as well as demographics. It's the most potent ad platform ever.
Richard Drew: Ok, so switching gears, what kinds of errors do you see men and women generating with their posts, when they already have a fan base?
Brian: Ya, with Facebook for business marketing, the worst thing you can do is sing “me me me” – as in, speak about what only you or your organization care about. If you're in advertising and sales, you want to connect to what the prospect audience cares about. Why are they a fan of your page? Because they LIKE some thing you supply. So kindle the fire of that passion they have and occasionally mention that you have a item or service for that. You can't do calls to action as strong as in other mediums, but you can easily do much more to arouse their desire for your offering.
Richard: Interesting
Brian: And you have to do that- if you want to remain visible to your fans, you have to get them to like or comment on your posts.
Richard: You mean because of EdgeRank?
Brian: Yes, a lot of many folks don't comprehend that your fans aren't going to your page that considerably. They see you in their newsfeed, or they don't, and they'll only see men and women and pages they interact with, so you have to get a response from them on every post, or you're invisible.
Richard: Effectively so what can businesses do if they did it wrong- are they doomed to be invisible to their existing fan base?
Brian: No, we have a tactic for rehabilitating your EdgeRank- you go to the Facebook ad platform and buy a sponsored post story and advertise only to your existing fans. Then folks are seeing you once again and liking and commenting once again. This assumes, of course, that you begin writing far more engaging posts like we teach in the 201 module of FanReach.
Richard: Really cool! Properly, I don't want to maintain you too long- can we do another interview sometime soon?
Brian: Certain, just let me know and we'll schedule an additional chat. Thanks! Oh and tell folks to check out our free of charge Facebook Training internet site and our new Real Estate Marketing module.
Richard: Will do, thanks!


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