5 Tools to Transform Your Facebook Page
Written by Jean Fourie on April 29, 2018
Facebook Pages have been around for years and just about every business has set one up in the hopes of it revolutionising their business. 9 times out of 10, it doesn’t. This isn’t down to the platform, used correctly Facebook is an incredible marketing tool with 1.2 Billion monthly users the potential is limitless.
Businesses, particularly local businesses need to change their view of the platform, no longer is it just a tool to keep your customers up to date and measure success by the number of likes you get. With the release of Facebook ads businesses have the capacity to advertise to those 1.2 Billion monthly users with extremely detailed (often disturbingly detailed) audience parameters.
For example, if you’re a local restaurant did you know you can target people within a 5 mile radius who have a birthday within the next 30 days and display advertisements solely to that demographic? Or, let’s say you’re an accounting firm looking for new clients, you can target those who are self employed within a 5 mile radius who are between the ages of 18-65 who are interested in entrepreneurship and like the QuickBooks Facebook page.
Also, through Facebook’s Audience Network program your ad can appear in other blogs, Tinder, websites and wherever/whoever else Facebook has partnered with. This gives you incredible reach across the web, not just Facebook.
So, to get you started we’ve put together 5 tactics to kick your social media marketing up a level or 5. Read up, any questions you have please leave them in the comments below or get in touch.
#1 – Know Your Audience
If you know your audience the rest is practice. It is paramount that you know your audience demographic no matter your niche, as without fully understanding what it is they want, what they value and how they prefer to consume information then no matter how good your digital marketing efforts are, they’ll be useless if they aren’t targeting the right people. A lot of businesses, particularly smaller local businesses haven’t really considered who their audience is, to work it out, DigitalMarketer have a fantastic customer avatar worksheet available here. Think about it and fill out the document. It may take you a few times, but I guarantee you’ll be 10x better off for doing it.
#2 – Schedule Ahead
Everyone has the same 24 hours in a day, it’s how you use them that are different. Be different! Schedule your posts a day, week, month (if you can) in advance! This way, you’ll be able to rest easy knowing that your social media is basically running itself thanks to your prep work. Not only that, but it gets you to properly consider the content you’re putting out and whether it is valuable to your audience, ask yourself, “would I comment/watch/engage with this?” If yes, great, if not, rework it.
As mentioned in a previous article, Buffer and Quuu can take a lot of the headache out of this even with their free accounts, you’re missing out on a lot of free value for your customers if you don’t utilise these tools.
#3 – You Have To Pay to Play
You know how Facebook has dramatically reduced your reach in the past few years? Well, now it can be as low as 2% if you have a fanbase of 500,000. Although for most people viewing this article, you likely lie somewhere between 0-10,000, in which case your reach is a maximum of 15%. So let’s say you’re at the halfway mark, around 5,000, your organic reach will be a maximum of 750. This is terrible for local businesses who typically have amassed a following in that range through local customer loyalty, as they more often than not do not understand the Facebook system. Also it’s only getting worse, with Facebook stating that businesses should expect it to eventually plummet to 0%. This isn’t just us, the lovely people over at Hubspot did an article on this earlier this year.
Now, it isn’t all doom and gloom. With people liking more and more pages, the space available on their feed is at a premium. To combat this, Facebook gives you access to the same marketing tools as the big boys, the only difference is how much they can spend. Now, don’t think because you haven’t got a multi billion dollar company that there’s no point. Local businesses can (and do) have tremendous success with Facebook Advertising with a little bit of knowledge.
If you want to keep your brand in front of your audience whilst building brand awareness, you simply have to pay. It doesn’t have to be much, $10/£10 a day can take you far in attracting new fans and customers to your page.
#4 – Don’t Boost Posts
I know, I know. I literally just told you you have to pay to play to grow. But that doesn’t just mean half heartedly boosting all your posts then proclaiming “It doesn’t work!”. Using this method, Facebook essentially creates a Facebook Ad for you, but with pre determined ad type, audience (although somewhat customisable) and location. This will almost always deliver disappointing results. Why? Because Facebook doesn’t know your target audience as well as you do (hopefully!). Therefore, it is very beneficial to take the time to learn how to use Facebook Ad Manager. This was discussed in a previous post:
5 Tools To Transform Your Facebook Page
Facebook offer free Facebook Ad Manager training via Facebook Blueprint which I highly recommend going through, as it will teach you everything you need to know about Facebook Ads and how to run them effectively. We get everyone we coach or hire to go through this course so they have a fundamental understanding of the Facebook Ad system.
#5 – Give Before You Take
A lot of businesses claim that Facebook Advertising does not work, this is usually because they had a poorly worded ad, with less than spectacular imagery and gave the cold traffic (i.e. strangers) no reason to interact with the boosted post. It is essential that when promoting your page you give value first. Doesn’t matter if you’re service or product based, you are selling them a solution to a problem they have, remember that! This is when your overarching Digital Marketing strategy comes into play, you have to be always delivering value for people to want to buy from you and to keep them a customer. You’re probably asking yourself “but what is value?”, this is obviously niche dependant, however a great low cost high value ad would be an interesting video for that niche. Keep in mind that Facebook now enables sound in news feed videos by default and you have a maximum of 3 seconds to attract their attention in order for them to watch the entire video so keep that in mind. Have a look below for a few samples of what giving value could mean to your niche:
- Artist – free sample of work, interview, unreleased work
- Service – How To (do something from your niche)
- Bricks & Mortar – What to look out for when (moving, refitting, installing) your (room, house, kitchen)
- B2B – What (select niche) needs to know about (your niche)
- Restaurant – chefs recipes (with attention to imagery)
- General B2C – What to look out for/ when hiring/How to spot a bad professional (your niche)
- Looking for Investors – Why (your company) is the future of (your niche)/How (your company) solved (problem target audience is having)
As you can see, the way you can provide value is practically limitless. All it takes is a bit of imagination, elbow grease and determination to find out what works for your audience.
All of the tactics listed above are imperative to successfully growing your social media page. As stated before, the reason most people think social media marketing doesn’t work is because they’ve attempted it half heartedly with no action plan in place, the old adage “fail to prepare, prepare to fail” couldn’t be more true with social media marketing. It’s not something you can just run fly by the seat of your pants.
As you can see, handling a social media marketing strategy, let alone a full Digital Marketing strategy is quite a bit of work. If you’re the type that likes to sink your teeth in and do it yourself we highly recommend reading our other article detailing how to learn social media marketing and what to watch out for.
If you simply have too much going on (as a business owner I can sympathise) then you may be looking for someone to plan, manage and execute it for you. RockSolid Revenue are proud of what we’ve achieved with our clients and the results speak for themselves. If you’re interested in a free consultation please get in touch.