Facebook. The social media juggernaut. By now, it is almost assumed that everyone has a Facebook profile. More important for you, it is also assumed that all businesses are now on Facebook. Not an expert with the platform? That’s perfectly fine! Everyone has to start somewhere, and we’re here to help.
Facebook has changed its strategy for how brands should use their platform, and now it’s time to change yours. In 2007, Facebook launched “fan pages”. Originally these pages were treated similarly to personal profiles; but over time, the look and reach of them have changed dramatically.
In early 2014, brands started buzzing about the decrease seen in organic reach across the board. Eventually, sources confirmed what everybody already suspected: Posts made by business pages will now reach substantially less users organically. This means people who currently like your page will see your updates in their news feeds less often.
The days of marketing your small business on Facebook without advertisements have been cut short. It’s time to pay to play. What does that mean? In order to get seen, find new fans, and grow sales, you’ll have to start investing money into running Facebook ads and sponsored posts.
Do you know how to run ads on Facebook already? Or is this swift change leaving a bad taste in your mouth and pushing you to different social networks? Our new eBook, featuring advice from social media experts such as Andrea Vahl and Ted Rubin, will give you 7 tips to optimize your Facebook presence starting from the basics, including:
How to add Call-to-Actions (CTA’s) to your page
After you have entered all of the relevant information for your business, an important next step is to add a Call-to-Action (CTA).
Your CTA will be displayed right at the top of your page and will invite interested customers to perform a specific action of your choosing. You can ask them to call your listed phone number, use your app (as pictured above), or direct them to your website. You will have to choose your CTA based on your specific business and the goals of your page, but you can always change it at a later date.
Gauging what kind of content to post
Hey, buy this!” “No, buy this!” Annoying right? This is how you are going to appear in a follower’s newsfeed if you post promotional content every day. Facebook pages with engaging content increase your credibility and keep your followers coming back for more.
Don’t think in the mindset of “What can I sell you today?” Think more like, “What can I teach you today?” If you effectively establish yourself as an industry thought leader in the minds of your followers, you will be the first place they turn in the event they do need to make a purchase.
Examining your posting efforts
A long time ago, a person much wiser than myself said that "If you cannot measure it, you cannot improve it." That axiom is still as true as ever and certainly applies to your Facebook marketing. Don't just post it and forget it. Use the built-in Facebook analytics (called Insights) to measure what kind of posts are performing the best, so you can better serve your audience in the future.
The importance of fostering community through responding
Author and educator Charles Swindoll once said, “Life is 10% what happens to you and 90% how you react to it.” Thus far we have been mainly discussing proactive strategies. However, being reactive on social media is extremely important in maintaining an engaged community.
Compare not responding on social to hanging up on a client if they called your office phone. You wouldn’t dream of it right? So, why is social media so different? Remember responsiveness is no longer optional.
Around 60% of businesses still don’t respond to all questions/comments they receive through social media. This represents a huge opportunity for your brand! Be the business that goes out of their way to not only respond, but to go above and beyond in their responses.
How to create effective ads through the platform
Let’s face it everyone, Facebook “Reachageddon” is here.
By Reachageddon, we mean the end of organic reach for business pages on the platform. In an attempt to prevent users’ newsfeeds from being cluttered with marketing materials, Facebook has cut organic reach of businesses to less than 2%.
What does this mean for you? Now it is essentially pay-to-play on Facebook if you want your followers to see your content. In the eBook, we'll outline a few techniques such as using custom audiences, hypertargeting, and the use of "look-alike audiences" to effectively reach the right people.
And that's just the start! There are plenty more helpful tips waiting for you in The 7 Secrets of Facebook Marketing for Small Businesses.
Hopefully after reading this eBook, you'll be well on your way to becoming a Facebook expert! Still have more questions? Let us know in the comments!