If I had to take a guess, I would bet that the last time you researched a business, you looked them up on Facebook. People visit Facebook every day, looking to see reviews and information for businesses in every industry. Therefore, if you have a business, you must have a Facebook marketing strategy that captures these visits and turns them into active customers.
A Facebook Marketing Strategy Covers Several Touchpoints
It’s not enough to upload your logo and set your business hours on your Facebook business page. Potential customers can interact with your business on Facebook in several ways, so your plan needs to cover all the bases.
Follow the steps below to use Facebook for Business, and you’ll attract new customers and engage with your fans effectively.
Set Up Your Business Page
Your business page on Facebook should match your company’s overall brand and message. Ensure your profile and cover images are of high quality. Any copy on your header should be readable, and of course, use your brand colors.
If you use a logo as your profile image, make sure that your page appears human. Meaning, show who you are, and use a casual voice when posting. Pretend like you’re talking to a good friend when crafting your messages, and include images of you and your team. No one wants to have a conversation with a “brand” – they want to talk to you!
Tailor Your Content
Think about your goals for using a Facebook business page. Do you want to increase brand awareness, generate leads and sales, or maybe increase your web traffic? Having clear short and long-term goals will help you manage the content you create.
Photos and video posts do the best on Facebook. When posting videos, make sure you upload them directly to Facebook (don’t use a link). And LIVE videos get the most attention – your followers will get notified when you go live, so consider adding this to your marketing strategy.
No matter how you post, always make sure your content offers value. It should either enlighten, educate, entertain, or empower your fans. Keep it fresh by mixing up the style of content. Some fans like videos, while others like to read posts. Posting a variety keeps everyone engaged.
Remember the 80/20 rule – 80% of your posts should entertain, enlighten, educate, or empower your fans, and the other 20% can focus on your brand. No one wants to be sold to all the time. By keeping most of your posts about things your fans are interested in, it makes the times you do ask for the sale much more impactful.
You can track the impact of your Stories by going to the “Stories Insights” information while on your computer. You’ll need to turn on this option in your page’s “insights” settings. While Stories disappear after 24 hours, the information in insights will stay for 14 days.
More About Facebook Live
Since Facebook is prioritizing live videos, you should consider trying live sessions to see how your customers respond. Let your followers know that you plan to go live so they can mark their calendars. Schedule a few posts that remind them of the time you’ll be online. Hopefully, some of them will join you when you go live.
Even though it feels pretty casual, treat your live session seriously. Planning your Facebook live in advance will show you’re a professional and will help you anticipate any problems before they occur in real-time. Know who you’re talking to, what points you want to make, and if you’ll take time to answer questions. Test your equipment and set up – can you be heard? Is the lighting correct? All these steps will ensure a successful live session.
Facebook Ads Are Necessary For Growth
The days of organic growth and engagement are long gone, as Facebook’s algorithm completely suppresses most business page posts that are not paid ads. Therefore, you’ll need to include ads in your overall Facebook marketing strategy.
Of course, ads take planning just like anything else. If you think of your customers as part of a conversion funnel, different people will be in various stages of your funnel.
Use the different stages in your funnel to create separate audiences in Ads Manager. For example, you may have someone who downloaded your opt-in freebie and watched your webinar. This person will be more receptive to make a purchase, versus someone who just discovered your business and doesn’t know much about it.
Install the Facebook Pixel code on your site so that you can get information about your website visitors and customers, and then use this information to create segments. The pixel also allows you to create remarketing ads, which you can set up to address someone who has been to your website already.
The audience segments, such as lukewarm leads, blog readers, and repeat customers, can help you customize your message. You can create an ad that speaks to a blog reader that’s close to a sale. Then, make a different ad that talks to previous customers who haven’t made purchases in three months.
Finally, test different ads to see which ones get the best ROI, and then create new ads to check against the first round of winning ads. Always be testing!
Facebook Stories As Part of Your Business Marketing Strategy
You might not think of Facebook Stories as a part of your marketing plan, but they can be an interesting choice for breaking through the social media noise. Video is the preferred media for stories, although some images will work if you mix them in.
When you post to Facebook Stories, you won’t get likes; if someone comments on your story, it’ll show up in Facebook Messenger (giving you a chance to strike up a one-on-one conversation).
Stories let you bypass the newsfeed and reach your followers organically. You can repurpose content that you’re posting on your feed for Stories. However, the best material to publish in Stories is real-time, authentic videos and images. This authenticity goes a long way toward establishing trust with customers and fans. 94% of consumers say they’re loyal to a brand that shows complete transparency!
Using the urgency of Facebook Stories is a unique way to take advantage of this format. Stories only last 24 hours, so tap into your customers’ “FOMO” (Fear Of Missing Out) by posting time-sensitive announcements such as contests, giveaways, or flash sales.
Create a Facebook Messenger Strategy
With over 1 Billion people using Facebook daily, all businesses should be using Facebook Messenger in their customer service plans. Being available to answer questions can recover sales that would otherwise be lost.
Not only will you provide stellar customer service, but using Messenger will deliver warm leads to your doorstep. If someone takes the time to send you a message asking about your business, you’ll now have the opportunity to create a conversion.
Using Facebook Chatbots for Marketing
Setting up a chatbot for your business creates a positive service experience for your customers. You can anticipate the questions and information your customers may be looking for and set up a chatbot that will answer them quickly and effectively.
Set up your chatbot to ask questions to open up a conversation with a potential client. If someone takes the time to answer, you’ll have an open door to start talking to them and see how you can help.
Use a third-party software option to set up your Messenger chatbot, such as Streamchat, Chatfuel, or MobileMonkey. When you’re first setting up your bot, keep it simple. One action is plenty – set it up for common customer service questions, lead generation, or product promotion.
Facebook Should Continue to Be A Part of your Business Marketing Strategy
While many think of Facebook as the “mom and dad” social media platform, it is likely that your customers still use the site regularly. Your potential customers use Facebook as a research tool when looking for a particular brand or service. Be sure to take advantage of these search opportunities by being ready to engage and capture their interest. Your growing fan base will lead to more sales, making Facebook a strong choice for your small business marketing.
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