Facebook's New Graph Search and What it Means for Accountant Marketing
Facebook's new Graph Search allows users to search for everything from recommended restaurants and tax preparer referrals to finding a car mechanic and much more. Search uses an algorithm that leverages a person's social connections with brands and businesses to source results. While this is technically in Beta or limited release, we have nevertheless been noticing in our Google Analytics reports that more traffic is being referred by Facebook. According to Graph Search Director Tom Stocky, the early usage patterns show people using Graph Search for the same things they use the social network for: looking at friends and photos. “But Places is third,” said Stocky, an encouraging sign for local businesses. As well as answering a user's query, Graph Search offers third-party recommendations from trusted sources (the user's Facebook friends).
The number of Likes on your business's Facebook page is more important than ever. More Likes translate to higher Graph Search results. Here are five areas you can work on to get more exposure on Facebook's new search engine.
1) Get More Likes - Invite your clients to follow you through email.
3) Promote Facebook on your marketing communications - If Liking your page requires too much time and effort, customers won't do it. People don't proactively seek brands to Like on Facebook. Provide clear, visible links to your Facebook page in your emails, on your website, on your blog, and wherever else you create content.
4) Fill out your Facebook About section completely with keywords. Facebook Pages are indexed in Google; therefore, you'll want to include the perfect keywords in your About section to improve your chances of being found. Make sure you have your Page listed in one of the major categories provided by Facebook if it fits. If your Page or Place doesn't fit these categories, don't worry. Just review your category to make sure you are properly classified. Only Places have subcategories, and they affect how Places come up in the Graph Search.
5) Once your Likes start growing, keep encouraging fans to interact in other ways, like tagging your business in posts and photos. The more interactions, the higher you will appear in Graph Search results and reach new customers.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.