How To Market Your Small Business On Facebook
Last week’s blog set out how important online relationships with your customers and prospects are right now during a global pandemic. Reaching out through social media and offering your services virtually were some of the things discussed in a look at digital marketing for small businesses. But how can you cut through the noise on what is arguably the biggest and most wide-reaching platform in the social media field – Facebook – and make sure your content and marketing are seen?
Here’s a handy starter for ten to maximise your Facebook marketing, and because budgets can be tight right now, six of these can be implemented with no budget required:
- Use Facebook insights – the Facebook Insights tab can really help you learn and adapt. Use it to work out your best time to post and the best type of posts. Likes and shares are important, see next point below, but be sure to focus on what gets users clicking through to enquire or buy from you.
- Post for engagement – it may sound obvious but can be forgotten that posts are not broadcasts but are best when they start a conversation or make the user feel something. The ‘social’ bit of social media if you will. Likes and shares show you that the post hit the mark. Pose questions, ask for comments, initiate the conversation, show empathy, be humorous or impart useful knowledge. Have your audience and their wants and needs in mind at all times. Improved engagement will improve your page reach!
- Develop a content calendar – time spent planning, writing and scheduling posts in advance helps ensure a regular frequency and better results. Use scheduling software such as Hootsuite or Buffer to help you further, just don’t forget to check back in and engage with comments and to share other people’s content too.
- Optimise your Facebook page and its tabs – a bit of housekeeping on your page pays dividends…from making sure your profile and cover photo are on point to creating a strong About section, changing up the tabs and doing a pinned post to highlight something important. The Edit Page option can be used to reorder page tabs and to set a relevant call to action button. Don’t just stick with the default settings.
- Develop a Facebook group – the sad fact now is that organic posts from your page will only ever be seen by a small proportion of your followers – some say only a mere 5%. The Facebook algorithm has increasingly prioritised content from groups so why not start a group to share content with your audience and increase your engagement and reach.
- Use Facebook Stories – this handy option gives you another way to be seen and more informally with its ‘on-the’go’ feel. Visible for 24 hours, stories can also contain links to your page, hashtags or website URL. With Facebook de-prioritising page posts this is a feature to embrace. Plus cross-promoting from Instagram Stories to Facebook Stories is easy.
- Find a small budget for ads – Facebook advertising allows many options for targeting, creative, placement and call to action. If this is new territory go to the Ads Manager and start experimenting with a low daily budget and use the tips below. DO NOT boost posts! You’re giving up a LOT of choices and tailoring every time you hit that Facebook Boost Post button. Doing so can take an immediate and direct hit on your ads because the less control you have over them, the less optimized they become.
- Set your advertising goals – the starting point of your Facebook advert is selecting your goal, defining this at the outset will mean you have a clear purpose and call to action. Think whether you want more reach, more engagement, more web visitors or so on. Hint – you will want all of these in time and can have multiple campaigns running if you have budget.
- Use the right ad creative – there are many formats to choose from and will be defined by your goal too. Make sure to write a strong headline and copy with clear benefits and call to action, plus use striking and relevant imagery or video – there are lots of excellent royalty-free stock image sites if you don’t have your own.
- Define your audience well – as you get to grips with Ads Manager a more advanced feature is retargeting – this allows you to serve ads to warmer prospects you want to keep moving along your marketing funnel. Those might be people who’ve engaged with previous posts, watched your videos, visited your website and maybe even got as far as the shopping cart. The Facebook pixel allows you to track, target and personalise based on behaviour and keep your brand front of mind.
Need more help? Whether it’s how to get started with content creation or how to run a successful advertising campaign, check out our Coronovirus Marketing Bitesize sessions which may help you!