Facebook Marketing for Small or Local Businesses
Facebook is our leading social media platform with around 2.7 billion monthly users as of second quarter of 2020. That’s approximately 80% of the total social media users.
Enormous, right? But what does it mean for your business?
There are millions of potential clients, patients, or customers to connect with on Facebook. Not only does Facebook provide a huge organic reach for your business, but it also goes across wide demographics. People go on Facebook to discover and engage with your local business. This, of course, is the first step to converting them into clients, patients, or customers.
Facebook provides the platform for your target audience to connect with your business, see your business ads, your promoted content, and much more. But to tap into this potential, you need a smart and consistent Facebook marketing strategy.
Not sure how to do that? Here are some detailed, practical steps for you small or local business:
Create Your Facebook Business Page
Of course, the first step is to create your business page. You must be logged into a personal account to do this. Choose the right page type for your business type, for example Brand/Business or Community Page.
You can create your business page by going to https://www.facebook.com/pages/create. Make sure to complete all your business details: name, address, opening hours, contact details, and anything else that applies to your business.
To have a fully functional Facebook business page, make sure to do the following:
- Create your own Facebook Username/Vanity. Use a name that properly represents your business and make sure it is search-friendly.
- Upload a nice profile picture to represent your business well.
- Add a great cover photo.
- Fill out your About section.
Done! Now you have your Facebook Business Page.
- Identify Your Primary Facebook Marketing Goal
What would you like to achieve through Facebook marketing? Brand awareness? Lead generation? Better customer service? More sales? Be specific about your main goal. This will help define your content and engagement strategies.
Make sure your goal follows this method: SMART – Specific, Measurable, Attainable, Relevant, and Timely. For Facebook marketing to be effective, you will need to have clear goals tied to some of your business objectives.
Your goals may be altered from time to time to account for new marketing ideas. For example, your marketing goals might change from brand awareness to more sales or better lead generation. That’s find; just make sure your content and engagement on Facebook is primarily geared towards that.
- Multiply Your Organic Reach
Your organic reach plays a significant part in the number of people that see and/or engage with your posts and ads. Unfortunately, organic reach is currently at an all-time low, and continues to decline. That means that today, you need to put in more dedicated effort to grow organic reach for your business page.
Optimize your content to gain attention and more shares. Facebook algorithms reward more engaging content. So when more people like, share, and comment on your post, your post becomes more visible.
It’s a good practice to engage your audience as much as possible on your post. When someone leaves a comment, take some time to respond, and even spark a conversation if possible. Like and comment when people share your posts — don’t remain invisible.
- Create Your Custom Target Audience
You create your custom target audience from the data of your existing customers. Creating these sub-groups is known as the process of audience segmentation. It becomes useful when posting content or targeting users via ads.
As a small or local business, you might be tempted to reach all Facebook users because you want to increase your organic reach. But that will unfortunately lower your organic reach — or even make your business content look a bit spammy. Create your custom audience and target them to increase your organic reach by giving them content designed specifically for them. If content is well thought-out, users will engage with it.
- Create More Relevant and Highly Useful Content
The content you post on your local business page should be engaging and geared towards your marketing. Avoid using overly formal business style and tone. This tends to put people off and keep them from engaging with your posts.
Plus, don’t make your posts appear too promotional. Facebook is all about relationship building and forming connections that matter. Posting too much promotional content will not do that. Go by the 80/20 rule. Allow 80% of your posts to educate, entertain, and inform. Only around 20% should be promotional in nature.
Your audience will be more attracted to your brand if you give value with your posts. This will make them more open to learning about your product and service down the road.
When unsure, use the social media rule of thirds as your guide:
“One-third of your content should share stories and ideas. One-third should be interactive with your customers. The remaining one-third can be used for business promotion.”
- Aim for a Variety of Content
Apart from typical text or status posts, there are other Facebook posts you can use to engage with your clients or customers such as:
- Photo Posts: Obviously, these contain photos and captions. They often receive higher engagement than text or status posts and make great components of any engagement strategy.
- Video Posts: Video posts play automatically in your newsfeed and typically get higher engagement than photo posts. Short and visually interesting videos can capture your audiences. Longer videos are a good way to share your business story.
- Live Video Posts: These live video broadcasts on Facebook are a good way to engage with your audience and give them a behind-the-scenes look at what is going on in your business.
- Linked Content Posts: These link to content outside of Facebook. This is the simplest form of content to create. Just copy and paste a URL into your page’s text box. Facebook will automatically generate a photo and description for your post.
- Poll Posts: Polls give your audience an opportunity to vote between two options. This is a fun way to engage your followers and audience (people love to share their opinion on social media).
- Facebook Stories: This Facebook feature is a different type of “post”. Positioned at the top of the news feed, it’s the initial thing your followers will see. But it will disappear after 24 hours. This could be a photo or short video that you may not need or want to hang around your feed indefinitely. Around half a billion people watch Facebook stories each day.
Would you like to hand over the task of your social media management to a social media expert — one who can help you handle your Facebook marketing, and get amazing results while you sit back and relax? If so, call me at (305) 900-7574.