Only 6% of Fans Engage With a Brand’s Facebook Page, and Other Marketing Stories of the Week

    by Brittany Leaning

    Date

    October 21, 2012 at 9:00 AM

    growintroductory3

    Many inbound marketers have reached the point where they’re actively using social media, business blogging, and working on their on-page SEO, but how do you take your marketing to the next level?

    You’re smart for having that scaling mindset and wanting to do more, but the problem is keeping up with it all! Facebook and Google have been making some serious changes lately, and growing a following of loyal subscribers for your blog isn't exactly something that happens over night. So how does a marketer do it all?

    In this post, you’ll find the top 6 marketing stories and resources of the week to keep you updated and help you learn how to scale your online presence.

    Google Searchers 3x More Likely to Be Logged-In Than Bing, From Search Engine Land

    Have you noticed that social and search are becoming more and more integrated lately? Well, according to a recent survey from Search Engine Land, 62% of respondents reported they do not want or gain benefit from social results mixed in with search results. Whoa. That throws us marketers a bit off course, doesn’t it? Isn’t personalization a good thing? In the same survey, data also revealed that 61% of Google searchers are logged into a Google service when using the search engine, compared to 22% of Bing users. This shows that Google clearly has an advantage over Bing when it comes to collecting information about users, due to the high rate at which users are logged in to the search engine. Even if users aren’t certain they want social and search to be integrated, this data proves that users are still using it at an incredible rate, regardless of what they might want. To see more data on Google vs. Bing in their social integration battle, check out the full story here.

    Google Launches Promotions on Google Shopping, Enables Distribution to Google Offers & Maps on Android, Too, From TechCrunch

    Google recently announced a new feature for merchants called ‘Promotions,’ where retailers can add promotions to their product listings in Google Shopping, Google Offers, and Google Maps on Android. These new promotions are meant to encourage foot traffic to a retailer’s store through Google Offers, which, if you’re not familiar, is similar to Groupon and Groupon Now. Essentially, you can purchase a deal online and then visit the store’s physical location to redeem that deal. Additionally, retailers can now create promotion lists, map them to the right products in Google Shopping, and then upload them to the Google Merchant Center. With this system, users can also redeem special promo codes, allowing retailers to actually track and measure the performance of their brick-and-mortar promotions. If you’re interested in learning more about Google’s new updates for retailers, check out the full story here.

    Facebook Launches Global Pages to Simplify Brands' International Facebook Presence

    Facebook has recently launched a new structure to business pages for global brands, called Global Pages. This change is aimed to provide a better, localized experience for international brands' prospects and customers, while also consolidating a business’ global Facebook presence into one destination. Do you know of any brands with multiple Facebook Pages for different countries and languages? Well, maintaining these confusing, multiple pages will no longer be an issue with Facebook’s new updates. Now a brand can simply have one general Facebook Page, but also take advantage of the ability to automatically route visitors to the appropriate version of the page depending on their geographic location for a more personalized experience. Administrators can customize each variation to include different cover photos, profile photos, applications, milestones, ‘About’ information, and even news feed stories. Does this global consolidation sound like something you’d be interested in? Read the full story here to learn more.

    EdgeRank: Doing the Right Things Doesn't Solve the Bigger Issue, From Social Media Today

    Have you heard of Facebook’s Interest Lists? According to Facebook, “Interest Lists are an optional way to organize the content you're interested in on Facebook. You can create your own Interest Lists based on the things you care about, or subscribe to other people's lists.” Sounds pretty great, right? They're not a brand spankin' new feature, but many brands have been recently encouraging users to create these Interest Lists, in hopes that the brand will appear more in users’ news feeds. Of course, this doesn’t solve the bigger issue of EdgeRank overall because, according to Social Media Today, Facebook is “deciding that my news feed is too cluttered and attempting to fix that for me (and you) by developing an algorithm and basically deciding for me (and you) what I’ll find interesting.” Big brands like Starbucks and Coca-Cola get a great deal of fan interaction, so they generally have a higher EdgeRank. But what about the smaller brands? To learn more about the lingering EdgeRank issue, you can read the full story here.

    Only 6% of Fans Engage With a Brand’s Facebook Page [STUDY], From Mashable

    Oh, so hundreds of thousands of people ‘Like’ your Facebook Page? You must be getting so much engagement! Or maybe not. According to a study reported by Mashable, “On average, just 6% of fans engage with a brand’s Facebook Page via Likes, comments, polls, and other means.” Wow. So what does this mean for brands if 94% of people who Like your page are not engaging? Let’s look at this statistic from a positive point of view. Those 6% of people engaging are your “super fans,” which means they will gladly like, share, and comment on your page content, which helps boost your EdgeRank. In fact, “each month, the so-called super fan Likes 10 posts, shares five pieces of content, and comments once,” according to Mashable. So what you can do as a page administrator is leverage these 6% of engaged fans, and use them to your advantage. Make sure you’re catering to the needs of your core audience and you will build a much better, more prominent presence in users' news feeds. To learn more about this study, you can read the full story here.

    How to Grow & Scale Your Business Blog: A Guide to Increasing the Reach and Marketing ROI of Your Blog

    You’re probably already aware that content creation is a very necessary function of successful inbound marketing. And for the inbound marketers who embrace that, a business blog is one of the most reliable and effective platforms for publishing your content. So wouldn’t it be great if you could scale the impact of your blog so it makes an even bigger, better, and more powerful dent in your marketing results? We recently released a new ebook that will teach you how to implement an advanced blog marketing strategy to help you grow, scale, and rethink the role of your business blog. Most importantly, this ebook will teach you how to actually convert blog visitors into dedicated subscribers. To learn more, download the free ebook here.

    What other informative marketing stories or resources did you come across this week? Share them in the comments below!

    Image credit: Wim Vandenbussche

    advanced-blog-marketing-ebook  Like what you've read? Click here

    SUBSCRIBE TO HUBSPOT'S MARKETING BLOG

    Join 280,000+ fellow marketers! Get HubSpot's latest marketing articles in your inbox. Enter your email:

    Search Inbound Hub

    Subscribe to Marketing Articles by Email

    Subscribe by RSS

    Follow HubSpot

    Call Us: 1-888-HUBSPOT