Facebook For Business – Continued
If you missed the first Quick Guide to Facebook for Business it’s available here.
Don’t Act Like A Salesman
64% of consumers said they’re likely to stop using social media if they’re bombarded with advertisements, which is fair enough however, only 38% of consumers can distinguish between marketing content and non-commercial content on Social Media. Creating non-salesy content is not only seen as not marketing by the majority of consumers but is also less intrusive in your audience’s news feed.
It’s natural for human beings to compete against each other, and it can work as great motivation! Find your competitors on Facebook and add them to your watch list (on the Insights tab on your Facebook Page). You will then be able to see your competitors likes, posts and engagement for that week and see how you compare. If your competitor is doing well, see what they are doing and take some pointers.
Create A Beautiful Cover Photo (and caption)
Your timeline cover photo is one of the main images people see when they see a link to your page or click on it. A cover photo is a great way to show the world who you are and what your business is about. Try to use all the space and clearly SHOW your audience what you do, although writing is allowed. Try to showcase your latest offers or upcoming events.
When you prospects click on your cover photo, they can also see the caption with it. Edit the caption and pop in a call-to-action sending people to your website or an opt-in page for your email list.
Try matching your cover photo and profile picture fuse together as if they are one, it’s unique and not too difficult to do!
Use Canva to create your cover photo, it’s free and easy, plus it even comes with a Facebook Cover template!
No More Clickbait
Clickbait is dead, and shouldn’t be used anyway as it looks tacky and unprofessional. For some companies, using clickbait-y headlines and captions improves CTR however many people now refuse to click. Keep your headlines clear and shortly summarise the link in the box (You can edit these once you have pasted the link in the status box and it shows a preview)
Nurture Your Prospects
I can’t say this enough but each time a prospect comments on a post, reply or at least like it. Show them that you care, be polite and put a human side to your brand. If you don’t have a social media manager, try checking at least every few hours and spend time replying to each person personally, and don’t use a generic message – your audience loves personalisation.
Did you know, when a prospect mentions you on social media up to 90% expect a reply, 32% of them expect a reply within an hour! Make sure you keep your eye on your Facebook pages as not all notifications come through.
Use Audience Insights
Have you checked your audience insights recently? No? Well you’re missing out. Facebook’s audience insights give you a deeper understanding of what your audience engages with, what time they’re online, gender, education level, shoe size… Okay not the last one but there is a lot of free information there! The catch is, you must have 1,000 likes or visits to your website if you are using the Facebook Pixel.
Target Your Own Audience
After you have gotten 1,000 fans on Facebook you should target your adverts to your audience. Not only are the ads delivered to people who are already interested in your business but it dramatically decreases your total cost per ad. This could seem pretty odd as many marketers tell you to get your message to as many people as possible, and they’re not wrong.
Use The Facebook Pixel
Many small business owners haven’t implemented the Facebook Pixel into their business website, however, you are missing out! By adding the Facebook Pixel to your website, you have the option to retarget the customers that have visited your website and left without taking action. You can set it up so it delivers different ads for different actions taken, and you can also create a custom audience with anybody who has visited your website (not just by clicking on a Facebook Ad).
If I have looked on your website at a guide on how to make candles, then you would retarget me (and others who have visited that page) with candle making kits. As I have already shown interest in candle making, the ad is relevant to me and from a familiar name so I would be more likely to buy.
Or if I were to retarget you for coming onto this page, I would offer a free download of a Facebook marketing guide to capture leads.
Do The Splits
There is no one size fits all with strategies and keywords so you must split test (A/B test) your Facebook Ads to get an optimum result. For some, a wider audience works whereas other business require a narrower niche market. The best advert will cost the least. Split testing doesn’t have to be expensive and can be done with a small budget, and will most definitely save you money in the long run!
When marketing your business on Facebook, it can get costly if you’re paying for ads all the time but you don’t need to. Find Facebook groups that are related to your business and some local groups and post in there. I find that posting a relevant blog with a short summary into these groups is much more effect and has a higher CTR than posting “adverts”. Make sure you abide by the groups rules and don’t spam, nobody likes a spammer and it will end up getting you blocked, banned or muted.
Use Your Networking Groups
Do you regularly attend networking events and meetings? Usually these events have Facebook groups specifically for members, and can be a great way for you to keep in people’s minds as well as gaining business. I recommend using the same tactic as for normal Facebook groups, provide value with your posts instead of outright selling. Often, these groups are filled with support and other members tend to share out your content if it is interesting and relevant – after all networking is all about helping others.
Some people have also been given access to a new feature, posting into multiple groups at a time. I am unaware as to why some people have it and some people don’t, but if you do it speeds up posting by a long shot, so keep your eye out for it! 🙂