As a small business owner, it’s a given that you should be using social media to promote your business. Of all the platforms, Facebook is the best known and the biggest. In Australia, it has 15 million monthly active users (60% of the population), of which 50% use it daily.
In the good old days, having a business page with fans was enough to guarantee a decent amount of eyeballs on your content. However, Facebook then tinkered with its algorithm. This means it’s now a lot harder to reach your followers organically (that is, without you paying for it).
While you can’t get around the fact that Facebook is a ‘pay-to-play’ channel, there are still ways to leverage its power to promote your small business for free. Chief among these is remembering that Facebook is a social network. So it favours pages that engage and interact with their fans.
Facebook tips for your small business
As such, the best thing you can do as a business is to regularly post quality content that sparks conversations. You do this by getting to know your followers, and what their needs and wants are. Ask them questions. Respond quickly to any comments, reviews or questions they might have. Be friendly, genuine and show personality in each of these interactions. Share interesting and informative posts that educate rather than sell. Mix up your content by using videos and photos, as well as words. As with all content marketing, the key is to build a meaningful relationship with your customers, and not just go for the hard sell.
That said, there is a strong chance that your business’ posts will still get lost in your followers’ news feeds. The harsh reality is that only 2% of your fans will see what you post organically. So, we’ll now turn our attention to Facebook’s paid advertising tools. These help to ensure that your quality content will get seen.
Small businesses can pay to play on Facebook
One of the best things about Facebook from a marketing perspective is that it makes it very easy to target specific audiences. You can choose who gets to see your ads by age, gender, location, interests and more.
There are several different types of ads you can run, including sponsored stories, ad retargeting, promoted posts and classic marketplace ads. These can all increase your visibility with the end goal of increasing your sales. The best bit is that you don’t need a large budget. However, you do have to be careful that you choose the right type of advertisement for your business’ needs. For example, if you were about to launch several new products, running an ad with the aim of increasing newsletter sign-ups would be an effective strategy – but you would need a completely different ad if you were instead looking to clear end-of-line stock.
Social media content specialists like Hunter & Scribe can help you improve your Facebook presence. But there’s no reason you can’t do it yourself. Just make sure you come up with a smart strategy – and then stick to it.