14 Oct 5 Facebook Marketing Tips for Small Business
Facebook has been a great platform for information and communication. Not only has it help propel actual political revolutions across the world, it’s also made the same great advertising tools available to large corporations and small businesses alike. With Facebook’s Business Pages and advertising tools, in addition to integrated Calls-to-Action, a myriad of small businesses have successfully used Facebook for marketing to raise brand awareness, drive online sales, increase in-store sales, or promote their apps. We know all it takes is a few tips to get you pointed in the right direction, so whether you already use Facebook for lead generation in your small business or you’re starting a new page from scratch, here are our 5 Facebook marketing tips for small businesses:
Claim your page and fill it with content
It’s important to consider the opportunity that Facebook presents for any small business or brand. 1.5 billion total users spend an average of 20+ minutes per day on the platform. That’s billions of person-minutes per day where attentive eyeballs could be attracted by distinct advertising, a well integrated call-to-action, a great review or reference, or original content that lets people know more about your products and services, while simply sharing content from others is often not enough.
Basic information like address, phone number, website, opening hours and email are crucial to establishing a firm relationship with potential customers, but also building original content – whether it be a simple bio or a full fledged poetic ode to the beauty of your small business – can attract people to your services by making you stand out from the crowd. Facebook users appreciate will appreciate this, as it adds a personal touch to any page, and since local business pages show engagement as much as 8 times higher than corporate brand pages, it’s important for local small businesses to capitalize on an engaged audience by engaging with them.
Use advertising to expand your brand
There’s multiple ways that advertising can benefit a business, and targeting ROI is something that Facebook emphasizes most in helping small businesses grow. Your advertising goal could be anything from getting more app downloads or online customers to driving people in your neighbourhood to visit your store. Facebook understands that local businesses advertising is key to the success of their platform and your business, so location is the first characteristic of a target audience that Facebook considers for advertising campaigns, followed by things like demographic data, interests, previous purchases or languages.
You are even able to target consumers based on data that is often unique to Facebook, like relationship status or education level. This also applies to behaviours that Facebook understands but consumers themselves may not be entirely conscious of, like how they shop or what devices they browse with. The more specific you get, the smaller your audience may become, but the more likely someone reached by the ad will have the same profile and set of characteristics as the customers you’re looking for. Sufficiently targeted ads are part of the reason ROI on Facebook marketing can reach 450% and higher.
Use Facebook data to understand your customers and yourself
There are a variety of use-cases that Facebook covers to help businesses understand where the advantages lie in marketing to customers, whether it be for an online business that needs to drive users to its website, a consignment shop that wants to advertise new stock to nearby users, or a restaurant that finds measuring its advertising ROI far easier through Facebook than print, radio or television. Facebook is not just great for understanding your customers through the conversation it enables, but also lets you quantify their interest by tracking likes and shares through Facebook’s analytics.
It makes sense that Facebook enables small businesses to understand their consumers better, because it’s a platform that seemingly everyone spends a fair amount of time on, whether they are a consumer or a small business owner. As Christina Stembel of Farmgirl Flowers puts it in the video linked above, “I spend my free time on Facebook, so let’s market on Facebook.” Whereas traditional advertising enables information to flow in only one direction, social platforms like Facebook allow communication to not only be back-and-forth, but ongoing, so that there’s always more information to go on, rather than less or none at all.
Encourage people to share their feedback
Reviews and customer posts are arguably the most advantageous marketing feature Facebook offers for Small Business, even though they often seem like they’re simply part of the conversation that the platform enables. Small Businesses with more review content, or reviews of higher quality and credibility, are more likely to perform well in search engines, and customers are more likely to buy from or make purchases at small businesses that have credible review content.
Often, small business owners will fear poor reviews, however, if you receive negative feedback, wouldn’t you rather have the power and reputation to address it? When a bad review comes in, typically it may be dramatic or exaggerate the importance of certain things that most customers don’t treat as a priority, so your ability to take action and participate in the response to a negative comment is crucial to both ensuring that (a) a particular customer’s concerns are addressed promptly and (b) a positive impression can emerge among other consumers if you handle a poor review with poise, grace and decisiveness – something that most small business owners possess in great measure!
Create Calls-to-Action that close the deal
Marketing through Facebook isn’t an end in itself, as once potential customers participate in the conversation about a business, see advertisements, read reviews, or happen upon a page, they need to be prompted with actions that create a strong relationship between them and the business in question. This is where Calls-to-Action come in. These are prompts that allow users to, with one click, book an appointment, call or open a chat, use an app, sign up for a service or newsletter, play a game or shop online, and they are crucial to capitalizing the interest Facebook pages attract.
However, most businesses aren’t incorporating Calls-to-Action on their Facebook pages as, unlike pages, ads or analytics, Facebook has only made calls-to-action available to most businesses at since the beginning of 2015. This, after exhaustive analysis, shows that Facebook believes Calls-to-Action can be crucial to generating revenue for both your business and theirs, as CTA’s included on Dollar Shave Club’s Facebook page produced a 2.5x increase in conversions over the previous available options. With third party applications that also build CTAs for Facebook, there’s plenty of ways to translate your traffic into new customers!
Facebook’s growth was once uncertain and unpredictable, but now that it’s grown into itself, it offers an abundance of great marketing tools for small businesses to expand their brand and get more customers. It’s a necessity that every business, big or small, invest in gaining visibility and connecting to their customers by marketing through Facebook. While following the above tips should get you most of the way to building a great social media presence, what you communicate through that presence is what matters most. So, what are you going to communicate?