10. FaceHook: Capturing Qualified Prospects as Fans and Group Members

Fan marketing is one of the biggest innovations Facebook brings to the world of marketing, and yet it’s not totally new. For decades, marketers have prized similar types of owned media for their high profitability. In this chapter, I expand on what I discussed in Chapter 9, “The Face of Advertising: How to Capitalize on the Most Powerful Marketing Tool,” to explain how you can affordably gather qualified potential buyers into a page where you lead the conversation.

Why Fan Marketing Can Be So Profitable

We can break all marketing and advertising down into three types:

Paid media—Includes all paid advertising, has a hard cost, and its benefits stop when you stop paying. ...

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