More than 90 million small businesses are active on Facebook, but only a few achieve success. It's not uncommon to find business pages that are filled with spam or haven't updated in months.
Using Facebook to promote your business is both art and science.
You can't just set up your page, post content once in a blue moon, and expect to get traffic. The key is to be proactive and build genuine connections.
The truth is, your posts most likely won't show up in the newsfeed unless you pay to promote them. This shouldn't keep you from sharing content, though. After all, you want to build and maintain a strong brand presence.
Potential customers are always using Facebook to find businesses like yours. If your page is constantly updated, it will inspire trust and strengthen your brand image.
So what does it take to promote your business on Facebook and stand out from the crowd? Below are five tips you can use to develop a marketing strategy that actually works. Let's get into it!
1. Keep It Professional
Many business owners post family photos and other personal stuff on their Facebook pages. Some even engage in debates that have nothing to do with their products or services.
While it's fine to post personal photos and opinions from time to time, you shouldn't make a habit out of it. Your Facebook page is an extension of your brand and not a personal profile.
Those who visit and like your page expect to find information related to your business or industry. They are not interested in where you went on a vacation or what you ate for breakfast at your favorite cafe.
These practices will not only deter prospective clients but may also hurt your visibility online. Keep your business page professional by sharing content that provides value to your audience.
As far as your profile photo goes, choose one that aligns with your branding efforts.
Freelance writers, for example, may use quality headshots and close-ups. An electronics store, on the other hand, should opt for clean company logos, behind-the-scene shots, or product images.
2. Don't Be Overly Promotional
As mentioned above, quality content is crucial for promoting your business on Facebook. Refrain from using hard-sell tactics, such as spamming your fans with product photos and ads. If you do so, you'll end up losing potential customers and sales.
Consumers see Facebook as a social space where they can relax, connect with their favorite brands, and engage in conversations. They are not there to buy products or services.
So what's the purpose of having a business page if you can't sell?
As a business owner, you can still promote your goods and services — but you need to be smart about it. Hard selling won't work.
Instead, focus on building lasting relationships with your fans. Post informational content to lure them into buying. Identify their pain points and then try to address their problems in your posts.
3. Leverage Past Successes
Speaking of content, do you have a strategy in place?
As an entrepreneur, you probably lack the time needed to create fresh content on a daily basis. But that doesn’t mean you should stop posting.
Browse the content on your blog and social media pages. Which ones were the most successful? Pick those and try to recycle them.
If, say, you have a blog post that got massive traffic, break it down into pieces and post them on your Facebook page. Or you can turn your posts into videos, infographics, slides, and other types of content.
Another option is to dig further into that topic.
For example, if you have a guide to the latest trends in home decor, you can create new posts around each trend. Publish the content on your website or blog and then share it on social media.
4. Create Video Content
About 60% of Americans watched videos on Facebook in 2018. Only 35% used Instagram for this purpose.
Business owners can leverage the power of video content to engage more fans and drive sales. Use these strategies to get more views and likes on Facebook:
- Give your business a human face by going live
- Add captions to your videos
- Optimize your video titles and descriptions for the search engines
- Tag other industry influencers and business pages
- Include a strong call-to-action
- Grab users' attention in the first few seconds
- Keep your videos simple and to the point
- Upload your video content directly on Facebook instead of posting it somewhere else and then sharing it
Consider using Facebook Page Insights to see how your videos perform. Track the results over several days or weeks and adjust your strategy accordingly.
5. Set up Custom Page Tabs
Facebook business pages have pre-defined tabs, like Photos, About, Timeline, and More. But you can also create custom tabs, each serving a different purpose.
For example, if your company is hiring, you can set a custom tab for Jobs. If you're planning to sell products or services directly on Facebook, create a custom tab for online shopping.
Likewise, you may create custom tabs for events, notes, offers, and so on.
This process is quite straightforward. All you need to do is to access your business page, click the More tab, and follow the instructions.
Get More Tips on Using Facebook to Promote Your Business
There are endless ways to promote your business on Facebook. What matters most is to find a way to stand out from the crowd and engage your audience.
Simple strategies, like recycling popular blog posts and incorporating videos into your feed, can skyrocket your traffic and drive brand awareness.
Furthermore, you can create a human voice for your business by going live and developing a unique writing style.
In the meantime, browse the rest of our blog for other tips on using Facebook to promote your business. Start with this guide on how to market yourself on social media!