Facebook is a great way for businesses to engage with their target audience, but the reality is that without paying for adverts your posts are unlikely to reach your followers, let alone new users. With Facebook’s algorithm tweaked to show users content from their friends and people they engage with the most, the reality is that organic reach is on the decline for most small businesses. To counter this you need to be pro-actively promoting your content and using Facebook’s advertising platform to reach your fans. In this blog, we’ll show you 7 ways that you can use Facebook marketing to reach your customers.
1. Start with boosted posts
One of the easiest starting points for small businesses looking to trial Facebook advertising is with the boosted post feature. This is a great starting point where the budget is tight as this strategy lets you increase your post visibility while also targeting a much larger audience than is possible organically.
For boosted posts, we’d recommend that you visit the insights section to see your best performing posts which are sortable by Reach and Engagement. If you select Engagement you can sort your posts further by Clicks, Reactions, or Comments & Shares. You can now see which of your posts are the most popular. Boosting your most popular posts is a quick and easy option for the majority of small businesses and one that should generate results.
2. Create custom audiences
When it comes to getting the most from your advertising budget you need to make sure you are targeting the most relevant audience for your posts. These audiences should be tailored to the goals and objectives of each of your campaigns. E.g. if you are looking to promote a sale of your espresso machines then it would make sense to target an audience who are fans of a coffee subscription service. This way you can build up a very tailored audience who are likely to be interested in your products.
3. Try to blend in
No-one likes to be sold to. Instead, work out what your customers want and give them content that is engaging, witty, informational or entertaining. People are much more likely to engage with your post if it isn’t too promotional. Don’t get us wrong, you can still promote your sales and special events but make them about your customers and not your brand.
4. Use a content calendar
A content calendar is a great tool for small businesses and can help them plan out their social media campaigns by highlighting key events, upcoming shows and promotional events. This way you can plan out the content that you are sharing and posting on Facebook to coincide with topics and trends as and when they are happening. From Black Friday Sales to public holidays and sporting events, choose the ones that work for your business and get sharing that content.
5. Take control of customer service
For small business owners, Facebook offers a great way to address customer service issues and also show thanks. Most users expect replies within minutes and social media platforms such as Facebook are often the first place that they go to resolve their problems. Keeping an eye on your Facebook messages and comments can help you pick up on issues and help deliver excellent customer support by responding in a timely fashion.
6. Experiment with adverts
Once you’ve mastered boosted posts it’s time to step it up using Facebook adverts. Not only do these give you more targeting options, but they also open up a range of different content types to help you get the most from your advertising budget. Just remember to set your budget, scheduling and audience and pick the most appropriate ad type for your objective. Want to know more? Just check out our tips to avoid common advertising mistakes businesses make on Facebook here.
7. Make use of Facebook’s Pixel
When it comes to measuring performance you want to make sure that you have all the data available to assess the performance of your campaigns. Installing and configuring the Facebook Pixel tracking code on your website will not only let you measure performance, but it will also help you build custom audiences and target website visitors based on the actions they have performed on your website. This gives you powerful remarketing options that can help you move people along the conversion funnel.