How to use Facebook to Market your Small Business
Did you know that 3 out of 4 people consult social media before making buying decisions? They’re looking for reviews, authenticity, and want to interact with the brand before buying. Actually, more and more people are more interested in the brand than the product itself. And Facebook for business provides a perfect platform for this interaction.
Small businesses stand to benefit the most when it comes to interacting with consumers on Facebook since, well, they’re small. They can easily chat with consumers and personalize their services easily.
However, that is not usually the case as most small businesses shy away from this marketing goldmine. In fact, almost 50% of small businesses don’t use social media for marketing. A further 25% don’t even plan to use it in future.
But what most small businesses don’t realize is that having a Facebook account legitimizes your business in front of the customer’s eyes. Consumers are very skeptical of businesses without a social media presence because, well, what are they hiding?
And unlike the analog days when putting your business on any media cost a fortune, Facebook is free to use. And that’s a huge advantage to leverage for small businesses. And here’s a few more marketing tips for how they can do so.
1. Establish a business page
As a small business, you may be tempted to use your personal Facebook account for business since you already have friends and fans. However, in the long run, you’ll miss out on a lot of insights about your business. Furthermore, you’re limited to only your friends.
When you establish a business page, you give your business legitimacy. You give it a corporation status. It can now stand on its own.
- Anyone can like and interact with it.
- You can see your business statistics.
- You can use paid advertising on Facebook.
- Unlike your personal account, it’s solely for business.
- You can add all the necessary information about your business including your address, contact information, website, business hours, products.
2. Promote your page
Once you’ve established your page, get the word out there. Grow your audience by inviting your personal friends on your personal Facebook account. You can even send them short messages telling them about your business and if they’d be interested. Ask them to share with their friends and families too.
If you have a website, make sure you embed your Facebook page. Same with email marketing, leave a link to your Facebook page. You can even use coupon codes to ask customers who buy your products to like your page to get a discount. Anything to promote the page. Because the more followers you have, the higher the engagement, the greater the organic reach, the higher the sales.
3. Post Regularly
Now, most businesses assume that just having a Facebook page is enough. But the reason any consumer will follow your page is to keep tabs on your brand. So it beats the purpose if you aren’t posting anything.
But there’s a caveat. Your Facebook content should be fun and engaging. Don’t post boring stuff because once Facebook detects your posts have low engagement levels, it starts showing them less and less to people.
How do you know if your posts are reaching people and engaging them? By using Facebook insights or Facebook analytics. Each post you post will have some statistics. Use them to identify content that resonates with your audience. This includes your Facebooks story posts too.
Ideally, you don’t have to post business matters all the time. In fact, Facebook posts that don’t have a marketing angle do much better than those with a marketing angle. So alternate between posting memes, gifs, fun facts, quotes and watch your engagement grow. And when you post about your business, make it subtle.
4. Be a human
The mistake most businesses on social media make is to automate everything. While that’s allowed especially for large businesses, consumers want a personal touch. You should make sure that you’re responding to comments, messages, and even shares.
Facebook has a soft spot for posts that have high engagement levels. When you respond to your customers with a personal touch, guess what? Other customers won’t shy away from leaving comments. Try to be friendly and conversational.
Understand your target audience language and use it in your posts. If you’re targeting young people, get to know their language and use it.
5. Try boosting posts
Now, Facebook advertising is generally contentious as it yields results for some and doesn’t for others. But as a small business, you can use it to create brand awareness. With a strong brand recognition, you will have a foundation for your business to attract new customers organically. Because honestly, users on Facebook are driven by likes, comments and shares. The more likes a post or page has, the more likely it will get more likes.
So when you post a Facebook ad, you’re giving it that clout. But again, you have to create a highly engaging post before boosting it.
One way you can identify the best post to boost is by checking its insights. Pick one from your recent posts that had the highest engagement levels. Boost it for a few dollars a day and keep your eyes on the stats. If it’s not yielding the results, cancel it and try another one. But you have to be patient. You have to have an effective Facebook marketing strategy.