Facebook is currently the leading social media platform with about 2.7 billion monthly users as of the end of the second quarter of 2020.
That’s about 80% of total social media users.
Huge, right? But what does it imply for your business?
There are millions of potential customers you can connect with on Facebook. Not only does the platform provide a huge organic reach for your business, but it also cuts across wide demographics. People use Facebook to discover and engage with your business which, consequently, is the first stepping stone to converting them into customers.
Facebook provides a platform for your target audience to connect with your business, receive your business ads, promoted content, and more. But you can only tap into these potentials by creating a smart Facebook marketing strategy.
Not sure how to go about that? Here are the detailed, practical steps you can apply for your small business:
What's Your Marketing Goal?
2. Identify Your Main Facebook Marketing Goal
What do you want to achieve with your Facebook marketing? Brand awareness? Lead generation? Prompt customer service? Or sales? Be specific on your main goal, as this will define your content and engagement strategies.
Make sure your goal is SMART – Specific, Measurable, Attainable, Relevant, and Timely. For your Facebook marketing to be effective, you need clear goals that are tied to some of your business objectives.
Your goals may change from time to time to accommodate new ideas. For example, your marketing goals might change from brand awareness to sales or lead generation. It’s okay to do that; just ensure that your content and engagement on Facebook is largely geared towards that.
4. Create a Custom Target Audience
Your custom target audience is created from the data of your existing customers. Creating such sub-groups is known as the process of audience segmentation. It is useful when posting content or targeting users through ads.
As a small business, you might be tempted to reach all the Facebook users because you want to increase your organic reach. But that will rather reduce your organic reach — even make your business content look a little spammy. Create a custom audience and target them to increase your organic reach with content designed specifically fo them. If the content is well thought-through, then these users will promptly engage with it.
5. Create Relevant and Useful Content
The content you post on your business page should be engaging and geared towards your marketing. Avoid using formal business style and tone. This will put people off and prevent them from engaging with your posts.
Furthermore, don’t make your posts come off as too promotional. Facebook is all about building relationships and forming connections that matter. Posting promotional content alone will not do that. Instead, follow the 80/20 rule; Let 80% of your posts educate, entertain, and inform. Only 20% should be promotional.
Your audience will be attracted to your brand if you give enough value with your posts. They will also be open to learning more about your product and service in the future.
When unsure, why not use the social media rule of thirds as your compass:
“One-third of your content should share stories and ideas. One-third should be interactive with your customers. The remaining one-third can be used for business promotion.”
Would you like to hand over your social media management to a trusted social media expert who can help you handle your Facebook marketing, and get amazing results while you sit back and relax?
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