Facebook is a monster of a social media site that has plenty of opportunities for businesses large and small. Those that run small businesses have taken note, as there are currently 40 million active small business Pages on Facebook.
There’s been a lot of buzz about how it’s become more difficult to reach an audience on Facebook organically, but it’s still easy and inexpensive to capitalize on what the social media platform offers.
Thanks to advanced targeting and low ad prices, Facebook is a great option for small businesses that want to build brand awareness, grow their email list, and find new leads.
Today, we’re sharing tips for how you can promote your small business on Facebook.
Why Facebook works as a marketing tool for small business
Facebook is the biggest social media site on our planet. There are currently 1.86 billion monthly active Facebook users, which represents a 17% year-over-year increase. People are using Facebook, and more continue to join all the time.
Not only that, but Facebook knows a lot about its users. It knows where they live, how old they are, who they are friends with, what they like to do, and what brands they support. As a small business, you can take advantage of Facebook’s information to target the exact right audience for your brand.
5 ways to gain attention on Facebook
1. Carve out a budget
Before you start promoting your small business on Facebook, you should decide how much you’re willing to spend. Because Facebook’s ad prices are low, you’ll be able to get more for your money on Facebook than on other social media sites. Still, you need to decide how much you’re willing to put in.
2. Create assets worth sharing
Many small businesses make the mistake of sharing irrelevant content that doesn’t interest their audience. Some even show pictures of their family and friends, or promote their business too heavily.
The most successful companies share content that interests their audience, and many take advantage of retargeting. For example, if someone visits Weddington Way to browse bridesmaid dresses, they might see the following relevant post in their Facebook NewsFeed:
3. Pair posts with compelling imagery
According to Social Media Examiner, 74% of social media marketers use visuals in their marketing efforts on social media. That’s because images matter. For example, people are much better able to retain information when it’s paired with relevant imagery.
When you’re creating posts for Facebook, it’s important to consider the images you use. Are they relevant to your audience? Do the people in the photos look like your customers?
For example, SoFI, a student loan refinancing company, promotes itself to successful millennials looking to refinance their loans. The SoFi team uses an image of someone who looks like their target customer.
If you want to create your own branded images and don’t have access to a graphic designer, consider using Canva, an easy-to-use image creator.
4. Have a conversion plan
Promoting articles, eBooks, and landing pages on social media is a great way to get attention. But how can you keep that attention for the long term?
You need to have a plan for capturing interest from your Facebook promotions. Perhaps you can encourage people to sign up for an email list, download an eBook, or sign up for a special promotion.
One clever way to do this is to build specific landing pages for your Facebook campaigns. Using today’s easy to use software tools, you can quickly build a page that is designed to convert visitors into email subscribers.
Capturing Facebook leads in this way allows you to start a direct conversation with those who are interested in you, and you can begin to manage your relationship with this audience. Over time, you can nurture this audience into paying customers.
5. Be deliberate with targeting and retargeting
Facebook allows you to drill down and target exactly who you want through their Custom Audiences feature. This is an opportunity to be deliberate.
You don’t want to “guess” who might like your stuff. Instead, you should try to target a number of different audiences, and see which performs best.
You can also target your email subscribers by uploading their email addresses to Facebook’s ad platforms. Many small businesses retarget visitors as well. If someone visits their website, they will then be served an ad from that brand on their Facebook NewsFeed.
For more information on Facebook targeting and retargeting, read this article from Facebook.
Be sure to analyze results
Once you start promoting your small business on Facebook, you should analyze results to learn what’s working and what’s not. This information will help you figure out how you can best use Facebook to propel your business forward.