Facebook marketing for small business can be a real gold mine. In this article, I will share Facebook marketing tips that are useful and effective so your business can succeed.
Facebook marketing is MONEY! Don't believe me? Here are some stats to back me up...
- Worldwide, there are over 2.20 billion monthly active Facebook users for Q1 2018 which is a 13 percent increase year over year.
- There are 1.15 billion mobile daily active users as of 2018, an increase of 23 percent year-over-year.
Oh yes! Your customers and potential customers are using Facebook. If your business is not on it, then you are missing out - BIG TIME!
To start with, let me tell you about the awesome benefits of Facebook marketing for small business.
Benefits of Facebook Marketing for Small Business
1. Be Found by Current and New Customers
I pretty much have established the fact that billions of people are on Facebook every day, even right now as you read this.
If your business has a presence on Facebook, it's another place your customers can interact with you and another place potential customers can find your business.
2. You Can Take Advantage of Facebook Ad Targeting Options
With Facebook advertising, you can advertise to people by age, interests, behavior, gender, and location.
You can also create lookalike audiences similar to your existing customers, website visitors and more. Facebook gives you the ability to target audiences with a higher likelihood of being interested in your products or services...very powerful!
3. You Can Measure Facebook Marketing Results
A lot of small business owners are hesitant to advertise or market on Facebook because they aren't sure how quickly they will see the return on their investment.
However, Facebook lets you measure the success of your advertising campaigns in real-time. You can also get stats on your company page that will help you determine whether your efforts are working.
By the way, Facebook has what is called the Facebook Pixel that can easily track the activity from your Ads and how many conversions you’re getting. Your Facebook Pixel will also enable you to create custom audiences for ad targeting. If you don't already have it on your website, install the Facebook Pixel now!
4. Facebook Can Drive More Traffic To Your Website or Blog
We all know that blogging helps businesses grow and Facebook marketing pushes it even more.
All your blog content should be republished on your company Facebook page, but if you want to take it one step further you can promote your blog posts with Facebook advertising as well.
Facebook marketing can expose your useful and valuable blog content to new audiences, increasing exposure and awareness for your business.
5. Facebook Marketing Can Increase Your SEO Ranking
Search engines like Google and Bing favor websites who have a strong social media presence.
Facebook marketing can improve your search engine ranking due to the social signals it creates. All the shares, likes, and comments on your company posts work to make you more favorable in the eyes of search engines.
6. Facebook Ads Can Be Tailored To Your Business
One of the awesome benefits of Facebook advertising is it allows you to determine the best budget, objectives, and targeting to meet your needs.
You have a lot of options with Facebook advertising so you can select the settings that will best meet your goals.
Now that I've covered how beneficial Facebook marketing is, I want to teach you how to set up your Facebook Business Page.
How to Setup a Facebook Business Page
Step 1: Sign up
Go to facebook.com/business and click Create a Page in the top right-hand corner.
Select the type of business you’re creating the Facebook Page for.
Enter the name of your business, address, and select a Page category. Categories are sub-types within the larger business category you’ve already chosen.
Click Get Started when you're ready!
Step 2: Add Pictures
Upload a Business Profile Picture.
Add a Business Cover Photo or Video.
Step 3: Explore your new Page
Congrats! Your Facebook Business Page is now live. Go ahead and explore its awesome features.
Step 4: Add a short description
Click Add a Short Description. You can write a description with up to 155 characters. This is a great opportunity to show your audience who you are and what you do.
Click Save when you’re done.
Step 5: Create your username
Your username or vanity URL is how you’ll tell people where to find you on Facebook.
Your username must be:
- Up to 50 characters long with no special characters,
- Easy to type; and
- Easy to remember.
Here's a sample...
Click Create a Username for Your Page to set up your vanity URL.
Click Create Username to get the links people can use to connect with your business on Facebook and Facebook Messenger.
Click OK to proceed to the next steps.
This is a really important step because it allows you to have a much more professional Facebook page link and presence. Rather than having a page link like https://www.facebook.com/1234 it will look like https://www.facebook.com/rialtomobilemarketing
Step 6: Complete your about section
The About section is an extremely important part of your business page. It is where customers get all the information they need before they engage with you.
Having said that, make sure that you fill out all the important sections:
- Find Us
- General Info
- Business Info
- Contact Info
- More Info
Step 7. Create your first post
Before you start sharing your page, make sure you have valuable content on your page for people to engage with.
You can upload photos, videos, promote events, create polls, and more. You can also share content created by other industry leaders.
Step 8: Start engaging
This is the fun part! Invite current clients to like your Page. Share your Facebook page link on your website, blog and other social media sites like Twitter, Instagram, Pinterest, and LinkedIn.
Tips for Optimizing Your Facebook Business Page
Your job as an online marketer doesn't end after successfully creating a Facebook business page. The next thing to do is to optimize your page to get the most out of your investment. You want to make sure your audience engages with your Facebook content.
First, here's a short video about Facebook page optimization you might find very helpful...
1. Add a call to action
Call-to-Action buttons (CTAs) are very important in any marketing channel. They give people the opportunity and encourage them to take the action you desire. Here are Call-to-Action Examples You Can't Help But Click.
CTAs work on websites, blogs, social media sites, and even emails. Luckily, Facebook pages have this useful feature.
Page admins have a number of CTA options to choose from.
Follow these steps to customize your CTA:
Step 1: Click the blue Add a Button option in the upper right of your Facebook admin page.
Step 2: Choose the type of button you want people to see. You've got a number of options.
Step 3: Follow the remaining on-screen prompts for the option you chose to complete the setup.
2. Add a pinned post
A pinned post remains at the top of your Facebook Page, just under your cover image. It’s a great way to highlight any post that will draw your visitors in and make them stay.
Pinned posts are also used to:
- Show important information you want all visitors to see.
- Highlight a promotion you don’t want consumers to miss.
- Promote a top-performing piece of content you want to display.
Steps on how to pin a post:
Step 1: Start by writing a normal post
Step 2: Click the three dots on the top right of the post
Step 3: Pin to Top of Page.
3. Make the most of tabs
Tabs appear on the left-hand side of your Facebook Page. It includes standard options such as the About section and photos. These tabs can level up your Page by adding extra tabs and apps that enhance user experience.
Heres's a tip, use one of these Facebook tab apps to optimize your page:
If you’re looking to add a welcome page, show maps, offer coupons, and feature your products, then Pagemodo is the right app for you.
Tabfoundry lets you build contests and custom tabs on your Page.
TabSite enables you to create promotional tabs for your Facebook page, which includes contests, sweepstakes, lead capture, and video.
4. Like other pages
If you're super serious about growing your Facebook page, then you need to create a community of industry leaders. The best way to do this is to follow Facebook pages that are in the same niche.
Remember that Facebook is a social networking site so building a community is a great idea.
Here's how to feature a Facebook for Business Page in your Likes Pages section:
Step 1: Click the more icon under the cover photo for the business page you want to like.
Step 2: Click Like as Your Page.
Step 3: If you have more than one Facebook Business Page, choose which one you want to use to Like the other business.
Step 4: Click Submit.
5. Review your settings
The Settings section on your Facebook page is very powerful. Think of it as the main console of your page.
You can do a lot in the Settings section. Here are a few of them:
- Page Roles
- Link your Instagram account
- Branded Content
- Notification Management
- Facebook Messenger Management
To access your settings, just click Settings at the top right of your Facebook Page.
6. Learn from Insights
Insights is another powerful tool for optimizing your Facebook Business page. It helps you understand all kinds of pertinent information to let you know how your Facebook page is doing and where you can improve.
To access the Insights section, just click the Insights option at the top of the toolbar (as seen below).
7. Get your page verified
Getting your page verified is an awesome way to legitimize your business in the Facebook community. It builds online consumer trust and gives them a reason to patronize your brand for a very long time.
It's fairly easy to get your business page verified with your business phone number or an official business document with your name and address on it.
Check out this article to learn the steps to verify your Facebook page.
How to Build Engagement on Your Facebook Business Page
Now that you have optimized your Facebook page, it's time to get your audience to engage with your posts.
But before that, you might want to read The New Facebook Algorithm: Secrets Behind How It Works and What You Can Do To Succeed.
Let's get started!
1. Learn the Best Time to Post
Posting on Facebook at the right time is everything. It gets you the most engagement in terms of likes, comments, and shares. Perfect timing can trigger Facebook to promote your post with a higher priority than other posts too.
According to SproutSocial.com, the best times to post on Facebook are Wednesday at noon and 2 p.m. and Thursday at 1 and 2 p.m.
2. Focus on What Makes Your Audience Engage
When it comes to content, the interest of your audience should always be one of your priorities. There's a wide variety of content types you can capitalize on.
You can post photos, upload videos, and create infographics. Promoting your other content (blog, podcast, etc.) is also a great idea.
Remember that your audience wants content variety. You don't want to bore them with posting the same content all the time. Mix it up a little bit by creating a contest, a rewards program, and even going on a Facebook live session.
3. Facebook Insights Tells You What to Post
Remember the Insights or Analytics section of your Facebook page? This is the part where it becomes very helpful. The posts with the highest engagement should pretty much tell you that people like them and you should be inspired to create similar content.
If your videos are more viral than photos, then upload more videos. If people don't react to your testimonials then minimize uploading them. All this information is in the Insights section. Use it!
TIP: Memes, GIFs, and Videos are super hot these days, they might just be the viral content you've been looking for.
4. Photos or Images are Still Very Engaging
Although video is very popular, photos can still be very engaging. People still stop scrolling down and take time to look at photos and images. However, it doesn't mean you can just post anything you want. You must add VALUE in your photos for people to engage.
The reasons behind viral or high-engaging photos are:
- They stir emotions;
- They are very entertaining; and
- They provide solutions to problems.
Here are Examples of Facebook Posts That Went Viral.
Small business owners who want to build a Facebook community should post their own photos. People want to know the real face behind your brand, so be real and act human.
5. Don't Be a Snob!
Again, Facebook is a social networking site! Just because you are building a brand doesn't mean you can be a snob. Liking and commenting back to your audience is key to building long-lasting relationships.
Did you know that you have 4 hours response time for people to care about your comment?
If you want people to engage with your posts then you should learn how to engage with them in a TIMELY manner. Don't forget, engagement is ALWAYS a two-way street.
6. Additional Tips on How to Promote Facebook Engagement
- Tailor your on-site content for Facebook.
- Always couple your posts with engaging CTAs.
- Make sure to upload video content directly to Facebook.
The tips above will help drive engagement for your business page, but it's really important to know that Facebook (and a lot of other social media sites) has really become a "pay to play" environment.
Organic reach (exposure you do not pay for) has and continues to go down. Any complete Facebook marketing plan should really have some paid advertising component.
So, let's look at paid advertising on Facebook...
A Quick Guide on How to Create a Facebook Ad
In order to run a Facebook Ad campaign, you have to visit the Ads Manager Page and click Create An Ad.
This is a very high-level overview of the steps you take to create an ad and is by no means all the details you'll need. I've provided some additional resources for you at the end (so don't worry, I've got you covered).
1. Choose your ad objective.
2. Select your audience.
3. Decide where you want to run the ad.
4. Set your budget and pick a format.
5. Place your order and hit submit.
6. Measure your ad’s performance and tweak as necessary.
For more in-depth resources on creating a Facebook Ad, check out these articles:
There you have it! That's how to jump-start your Facebook marketing.
Just like any other social media, Facebook marketing for small business can take a little time to master. If you need a hand, there are experts who can help.
I hope you found this helpful and I'd love to hear from you. Feel free to comment below and hit that SHARE button.
Header image courtesy of Pexels.com.