Facebook marketing for small business owners is no longer a new concept. Since it was launch in 2004, this online social media giant has evolved throughout the years. Since time immemorial, small business users have discovered many profitable ways of using this platform to grow online.
It has eventually optimised this social media platform and made it an excellent “networking” site in all forms. By “in all forms” I mean including the business sector too.
How To Use Facebook Marketing for Small Business Owners
While Facebook is vastly earning from all these innovations, you, as a user, can capitalize on it as well.
This social media platform is excellent in spreading awareness for your small business. Indeed, Facebook marketing for small business owners is more than just a viable method of marketing.
Nevertheless, it is still tricky for most small business owners to build a strategy and establish a substantial presence there.
1. The Process
The process of actually setting up a Facebook marketing campaign can be quite confusing. There is a ton of information out there.
- How do you know what to post?
- How often should you post?
- Where do you even start?
It can be overwhelming at the beginning, but this could be the best guide to simplify that process.
My goal is to assist you to create a successful Facebook Marketing for small business owners like yourself. So, let’s continue.
2. Get to Know your Audience
You should have a clear picture of your customer and your target audience before you dive into Facebook marketing.
Get a clear picture of your existing customer base, potential customers based on your research before you establish who your ideal customers are and how you’d like to target them.
One of the biggest pitfalls of social media marketing is failing to study your audience. Knowing your customers makes it easier to create content that resonates best with them and can convert them into paying clients.
3. Set Up Your Page
Of course, you’ll need to set up your Facebook Page if you haven’t done it yet.
They have a ton of information on how to set up your business’s Page. They also provide a video tutorial with straightforward steps that should take you about 10 minutes maximum to complete.
Don’t even think about setting up a Business Page and leaving key areas blank. One of the critical components of a robust Facebook marketing strategy for small business is to make sure your Facebook Page is complete.
- Complete your “About” section with relevant information. During this step, you’ll be prompted to select your unique domain name.
You can only change this once.
- Upload a profile picture. It can be a photo of your storefront, staff, logo or product. Beware of your branding too.
- Add information about your business such as hours, location, what you offer, etc.
- Next, create a cover photo or video and Optimize it with a call-to-action.
At this stage, your Page is functional and ready to go, although still incomplete.
One last and most crucial point. Optimise your page for SEO.
In fact, this should be at the beginning, don’t you think?
Optimising your page for SEO is crucial for every Facebook marketing for small business owners.
You want to be visible to your prospects when they search for relevant keywords on this platform.
Things to note here are:
- Your company name. The first section of your Facebook page name will enhance your visibility. Choose a name that ties in with a particular keyword you wish to rank for.
- Dish the fancy names and focus on those that are SEO friendly for your business.
Places to incorporate keywords are:
- Your Company Summary
- About sections
- Personal Interest
- Your Story
Do not spam these areas. Instead, use them as a means to sprinkle keywords on your page.
Also, create unique posts on your Page based on your Facebook marketing strategy to gain loyal followers and leads.
4. Grow Your Audience
Now your Page is all set up. Your next question in mind could be,
“Should I create content first?
Should I try to find an audience first?” Ideally, you’ll be working on this step and the next step simultaneously. However, it could be better if you’ll find your audience first.
A. Existing Audience
You can start by telling your existing customers about your Facebook Page. This tactic is relatively intuitive, but it’s an important one. Here’s how to make sure your existing customers interact with your new Facebook Page.
- You can add “like” buttons to your website.
- Also, you may broadcast your new Facebook Page across your other social channels.
- If you’re sending out email newsletters, add a mention of your new Page with a link to your next one. Also, consider creating a newsletter letting your customers know you’ve started a Facebook Page.
- In the case of a physical store, create a display or any signature that invites customers to find and “like” your Page on Facebook.
- You may also add your Page URL to your profile to increase your visibility.
B. Potential Audience
After taking care of your existing customers, look for your potential customers.
- You can start this process by cross-promoting with other brands.
- Building relationships with other small businesses can be an excellent way to get your Page in front of new customers. By establishing a reciprocal relationship with other small businesses, you both gain further exposure.
- You may also encourage your employees to post on your Facebook Page. Inform them to link their accounts to your business’ Page.
- Ask your employees to add their place of work. And perhaps they can occasionally share content from your business’ Page on their timeline as well.
One of the best Facebook marketing tips for small business owners is investing in monthly Ads.
Facebook is gradually becoming “Pay to Play.”
Even though you may consider holding on with this until you’ve planned a robust content strategy on your Facebook Page, it should be part of your plan too.
5. Focus on Your Content Strategy
Content marketing strategy is the most significant part or any Facebook marketing for small business owners.
Meaning if you provide value, solve their paining points and provide solutions to their problems, it would be easier to make them avid fans and subsequently customers.
Create a mix of content. Your content should depend on the kind of business you have too.
Images, quotes, videos, live streams, contest, giveaways are some of the content types to use.
Whatever strategy you decide to use, make it snackable and easy to digest for your audience
Never forget that posting updates on Facebook are a little different as opposed to your personal account.
While you can post personal updates, having some short, text-driven content is still a smart part of your posting strategy.
6. Post in Strategic Times
You can’t post at random. Make sure you study your page insights and post when the majority of your fans are online.
Your strategy for how often you post will vary both on your industry data and your audience too. Pin down exactly when your audience is most active on Facebook.
You may have more success posting many times a day. But you’ll never know unless you plan strategically and track your results.
To make your life easy especially on social media, you need some form of automation.
Ideally, Facebook makes it possible for you to schedule your content directly from their platform. You can also use scheduling tools. Your choice would depend on what you want to achieve and your budget as well.
To succeed with Facebook marketing for small business owners, you’ll need some automation to stay sane and not lose your mind in the process.
8. Test, Rinse! Test, Rinse!
There is no static marketing strategy. Same with your Facebook marketing for small business. Always measure your metrics and track your Facebook Marketing campaigns using the appropriate tools. Are you getting enough:
- Leads and signs ups
- Sales or new customers
- Reviews on your page?
These are uncountable reasons why you should always test to determine if your strategy is working. And if is not working, go back and do a research and redefine your strategy.
Doubtlessly, Facebook marketing for small business owners is profitable when you pull the right plugs. Gone are the days when Facebook solely existed as a venue for your friends’ life updates and what’s on their minds. When used correctly, Facebook marketing for small business owners is a tremendous asset for your ventures.
How is your Facebook marketing strategy? Are you investing in Paid Ads?