Unless you have been stranded on a deserted island for the past few years, you would know that Facebook is like the “Godfather” of social media, with Australians interacting with the platform more than any other site on the Internet. If your business isn’t on Facebook yet, you really are missing out.
Facebook has given the term “marketing” a whole new meaning to business owners. Which other media channel in the world right now can target millions and aim at the exact demographic you wish to have direct communication with?
Whether you are a service or product based business, big or small, businesses are successfully using Facebook for online sales, brand exposure, communicating with new and existing customers, building loyalty and capturing emails to generate leads and converting them into actual sales.
The trick is increasing sales for your business by increasing the interaction between your brand and customers through your Facebook page – so having users click, like, share and comment regularly.
But, the million dollar question is, how do you do this?
- Social media is a continuous process that requires constant attentionYour FB page must be professionally branded and use the timeline cover image to make it clear what it is you do or offer.
- Social media is a continuous process that requires constant attention. Think of it as starting a conversation with your customers and midway you go silent. Be committed and consistent every day.
- You need a healthy number of users opting in to “like” your page. Promote your Facebook page link to all your customers, on your business card, email and website.
- If you need to gather new “likers” – you can run a simple, low cost paid Facebook campaign where you target users (just make sure they are “likers” you’d LOVE to have as clients and fit the demographic that suits your business).
- A word of warning – people still regard Facebook as a fun social space where they chat to friends and check out photos. So it’s not just about getting lots of hits or tacky hard sell; it’s about providing relevant and insightful information that actually keeps your customers there and talking.
Content – What, and how much?
Earlier this year, Facebook rolled out algorithm updates that have resulted in decreased visibility for business’s organic page posts. It means you really need to spend more time posting great content several times per day to cut through all the other businesses jumping on the bandwagon.
- spend more time posting great content several times per dayPost 3-4 times per day – sounds like a lot, right? But, around 15% of your fans will see at least one of your posts per day (if even that) so increase your chances of appearing in news feeds by posting more, increasing the chances one post will get a bite.
- Spread out your posts or schedule them (look into your insights tab to work out when your likers are online the most (morning, late afternoon or evening?)
- Keep your posts short and sharp – 150-250 characters for optimal engagement
- videos and You Tube clips have HUGE engagement ratesBy posting amazing content, the chances are it will be commented on, shared and liked many times – videos and You Tube clips have HUGE engagement rates and get great attention
- Post a healthy mix of helpful information, images and useful resources that your target audience would value. This is a good driver of leads to your website and will have you perceived as trustworthy to buy from.
Paid Facebook Advertisements
With organic reach down, now is the perfect time to experiment with Facebook ads and the new revamped system is easy to use. Paid Facebook ads can appear right in a user’s newsfeed capturing a potential user to take action.
- You can even zone in on actual suburbs Ensure before you create your advertisement, you know what your goal is – more website visits? More fan engagement? There’s now a guided format to help select your objective.
- Take advantage of the unique targeting options – make the most of age, gender, relationship status, their workplace and job title. You can even zone in on actual suburbs if you need to attract local customers.
- Use your audience meter, ensuring it isn’t too broad – advertisements will generally perform better when they are targeted to a few thousand people.
- Include a clear call to action and enticing headline to encourage users to take your desired action.
- Go crazy with your images (but remember to choose carefully). You can add up to six images at no extra cost and it’s a real clever way of testing how different images coupled with your advertisement perform
- Have you got a healthy database of emails? You can now import your contacts (up to 5,000 names at a time) – imagine the possibilities of inviting them to your Facebook page and targeting posts to them.
- Include a clear call to actionNeed more emails captured? Use software like LeadPages – it’s a powerful way that links with Facebook and allows you to present an offering (usually something for free like an E-Book or how-to-guide) in exchange for an email. Customers sign up and you now have their email to start communicating with them one on one, building a relationship of trust and expertise and then slowly building up to offer your products or service
Finally, as always, you’ve got to test, tweak and measure – always look at your Facebook insights to gauge how popular your posts and advertisements have been and who is actually taking notice – this data is gold to your ongoing efforts and it allows you to quickly see what you’re doing right or wrong – above all – have a little fun with it, put effort in daily, follow the tips above and you’ll be reaping the rewards in a short amount of time.
Featured image: djchuang
EXCLUSIVE OFFER TO LEADERS IN HEELS READERS:
Danielle is offering a FREE 30min consultation to clarify your strategies and efforts and give your FB page a health check via Skype or a phone consult until 23 December 2014. Get in touch with her directly on [email protected] or www.creativebuzzdesign.com.au
About Danielle Grant
Danielle Grant is the director of Creative Buzz Design + Marketing based in Sydney. Danielle is a seasoned marketer, graphic designer and former English high school teacher and has spent the last decade in hospitality, transport and government roles which have developed her design, marketing flair, social media and communication skills.
She has a strong drive to help women in small businesses and entrepreneurs through workshops and 1:1 to re-shape their marketing efforts so it is fuss-free and low-cost. Danielle has helped business owners through the often daunting process of understanding social media and equipping them with the necessary tools to strive for more.