No question, with all that’s befallen the social media behemoth in recent months, it’s certainly fair to ponder whether or not Facebook is still relevant – to average, everyday users as well as your business.
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And, no matter how you might feel about Facebook with regards to your personal social media practices, the fact is, it’s still a gigantic boon for any business, big or small, for growing following, increasing engagement, and driving more web traffic and leads your way.
It’s also a cheap and effective way to market your business.
Admittedly, given the algorithm changes implemented earlier this year, using Facebook for business purposes has become more a little more challenging, but it’s still, hands down, one of the best tools for communicating with your target audience.
Organic, original content is terrific and posting aggressively is encouraged. But where Facebook shines for business, is through the specific targeting of paid advertising campaigns.
Regardless how you may feel about it personally, Facebook knows a sh*t-ton about its users (more than you may actually be comfortable with!) and this information is used to your significant advantage when you work with their advert program.
Leverage the social media giant, as well as your content, to drive traffic and grow your following, and ultimately, your business:
Promoting blog content. You really should have a blog and here’s why: we can’t say enough about sharing and “boosting” a solid blog post on your Facebook business page that succinctly – and entertainingly – identifies your product or service, or a particular element thereof, providing value to readers and potential followers/leads. It’s super effective at driving traffic to your website, as well as establishing your authority in your space.
Call to Action. Facebook offers you really convenient ways to get click throughs to your product, service or website for either purchase or more information. You can add a call-to-action button to the top of your page to encourage visitors to interact. Things you can have customers do include get in touch, shop, sign up, or download an app or game. Facebook recently rolled out some new call-to-action options to give you a wider selection of buttons to display for your page visitors.
Allow for Reviews. A terrific trust-builder! On the left-hand side of your page, you can add a link for reviews. Here, customers can leave a star rating and write a review on your business. Reviews and ratings show up at the top of your page. These reviews help verify your business and make it easy for satisfied customers to recommend your product.
Community Page. This page is where posts, photos and videos from customers can be posted. Customers can also check in to your store here. The Community Page is a great place for your audience to interact and share, while learning more about your company.
Techniques to Make Facebook Work for Your Business… Effectively & Inexpensively
Know Your Audience. Take advantage of the great targeting tools provided by Facebook. As already mentioned, they know who they’re users are and, by default, can target your audience based on parameters you set. Of course, you need to know who you’re trying to sell to first, but with Facebook’s help you are able to target specific demographics, locations and interest groups.
Be Conversational NOT Sales Pitch-y! You want to connect with your audience not merely sell to them. While you may have created a Facebook business page to grow your customers, your audience won’t respond well if they feel as though you’re always trying to sell them your product or service with every post. Try to be personable in your Facebook posts. Help your audience feel comfortable with you by sharing more than just marketing and promotional content.
Contests & Giveaways! Everybody loves the opportunity to get something for free! Take advantage of this and offer a great prize in exchange for post or page likes, comments, and shares. Contests and giveaways are a terrific way to encourage engagement and following. Just be sure that they’re relevant to your product or service. As you’re wanting to attract the ideal audience for your business, give away something they value, not simply a random something or other.
Share Great Content from Other Sources. Relying on your own original content all the time can be onerous and, really, isn’t always practical. Rather, consider building your authority an open source affair. If another source is talking about something relevant, interesting, entertaining, informative, or beneficial to your target audience in any way, go ahead and share it!
Engage With Your Engagement – no drive-by posting! If you’ve gone to the time and effort to create and share valuable posts, go ahead and respond to any comments, questions and concerns. If you’re having conversations with your audience, they’re more likely to become your customers.It’s important to note that this past January 2018, Facebook announced it was making major changes to its newsfeed algorithm. With this change, Facebook now prioritizes personal connections and engagement. Bottom line: your posts won’t be seen unless they generate a conversation.
Use Video! Nothing stops the eyeball quite like a moving picture! Video is super effective at drawing in those precious eyeballs in this era of shortening attention spans. It doesn’t have to be long and involved – short and sweet works! Take advantage of video tools such as Facebook Live and Boomerang to attract viewers to your post as they scroll their feeds.
Facebook Adverts! Really, THE best way to reach your desired audience is to run Facebook ads. Yes, they’ll cost you money, but it’s so reasonable compared to the other means of advertising you might be used to paying for. Facebook ads are so worth what you’ll spend and they’re so darned effective because you can choose your targeted audience based on demographics, behaviors or contact information. Choose a daily or overall budget for ads, select the amount of time an ad runs, and adjust your desired audience, based on who you know your potential customer to be. Even more helpful, Facebook tracks the interactions on each promotion you run, which can help you develop highly successful campaigns in future.
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