The Essentials of Facebook Marketing

Facebook can be a valuable social media platform for personal service/products oriented businesses. But only if you use it strategically.
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It’s About Inquisitiveness and Boredom

I have to admit that I hate Facebook, its fake news, its business practices, its destruction of democracy, and most everything it represents. I dislike the type of people that are obsessed with it. Like nicotine and heroin, it is an addictive product. However, in business, you are not necessarily out to do what you like to do. You are out to help your customers and fellow man.
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So I am still (however reluctantly) writing this post about Facebook marketing. It is useful for some small businesses, especially those that provide personal services. And it is especially relevant for those who target hobby, gardening, household, fashion, exercise, and entertainment activities. Although for these I recommend their less evil sister Instagram.
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Graphic of why people use Facebook.

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Listening for the Passion

Not many professionals use Facebook for development or product research. If you are going to reach them, you will do so tangentially while they are using the platform for personal reasons.
Listen to what your fans are posting and sharing so you can discover their interests. You want to use emotion invoking strategies to tie your content into your fans passions.
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Entertaining is the Ticket

While Twitter is more of a communications platform and more mobile friendly, Facebook is more of an entertainment platform for small business. It is also heavily skewed toward use on mobile devices. Your website must be mobile friendly if you want your Facebook fans to visit the content you promote from there.
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Facebook is more shallow than most social media platforms. Most users are not there to be enlightened or educated. They are there to keep up with their friends and gossip. It is celebrity-oriented. Your content must be entertaining if you want to cut through the fluff and nonsense that makes up most of your fans’ timelines.
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Notifications are not quite as critical as they are for Twitter. Still, you may want to set them up. Go to settings and select how you want to be notified of your notifications.
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Driving Traffic to your Website

In an earlier post about blog posts, I noted that building significate traffic to your site via content marketing is a marathon, not a sprint. The same goes for social media, and Facebook is no exception. In fact, doing it via Facebook marketing is more challenging and less rewarding than other social media platforms for most small B2B firms. You need to use Facebook smartly and strategically to succeed.
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You need to answer questions, demonstrate your expertise, solve problems, inform and more.
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Promote evergreen content from your site. You want your fans to trust your content judgment and value the original content you post. That will make them more likely to click through to your site and give you a chance to convert them into customers of your products and services.
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For better or worse Facebook is now a “pay to play” platform when it comes to small business marketing. At best only 2 – 5% of your page’s fans will organically see your posts in their timelines. If you want traffic to your site, you need to hand Facebook some of your cash.
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Acquiring Fans

Here are some tips and strategies for gaining fans:
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  • post great content.
  • use relevant #hashtags.
  • make sure you have a follow button on your website.
  • make sure you have share buttons on your website’s pages and posts.
  • guest post content on other companies pages that offer complimentary products or services to yours.
  • have links to your Facebook page on your other social accounts, in your email marketing, and in your email signature.
  • swap promotional posts with other companies pages that offer complimentary products or services to yours.
  • have experts in your niche answer questions from your fans in a special Q&A session.
The more you post, the more users you will get to like your page. Posting great, shareable content with strategic #hashtags is paramount to success. You will also need to share quality content via curation. There is more on that below.
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Setting up your Facebook Company Page

To optimize your page:
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  • fill out your entire profile.
  • make sure your images are the appropriate size and compelling.
  • have informative content in the about section.
  • use appropriate tabs and strategically sort them.
  • activate your CTA Button.
  • add apps as needed.

Types of Posts

Continue reading “The Essentials of Facebook Marketing”

Marketing Essentials for a Successful Social Media Strategy

Social media platforms help you understand your prospects and convert them into loyal customers.

Get social to be successful

Social media are one of the three pillars of content marketing and using some form of them is essential to your business and its success. They let you:

  • listen to your customers and develop better products for them. These products will also be more profitable for you.
  • assist your clients with outstanding customer service. Or just to converse with them.
  • drive traffic to your website so you can convert visitors into customers.
  • demonstrate your authority, expertise, and trustworthiness.
  • help make the world and the lives of your clients better.
  • develop relationships and deepen customer loyalty.
  • increase awareness of your brand.
  • and so much more

This post provides you with the resources for developing a successful social media strategy. Read it now and bookmark it so you can reference it anytime your business needs some social media success.

You should determine which social media platforms are most appropriate for your company as part of an overall content marketing strategy. The posts linked to here can help you make those determinations. They contain detailed resources for learning about the myriad of social media platforms and what each one can do for your marketing efforts.

Social media marketing is a field that changes daily if not hourly. Consequently, I’ve updated my older posts on the social media platforms that are most useful for small business.

Social Selling

One of the most significant benefits of using social media is increasing the effectiveness of your sales process. It is a very efficient method to research prospects, connect with them, and then demonstrate your authority, expertise, and trustworthiness. Buffer has an informative post with detailed demographics for the various social media platforms.

See my post: Can social selling turn you into a rainmaker?

Pinterest

Pinterest is the fastest growing social media platform with some incredible upside for driving increases in your revenue. It is one of the first visually oriented social mediums, and that is why it is so strong. It primarily appeals to women, but males’ use of Pinterest is on the upswing.

See my updated post: What your business can get from Pinterest.

Continue reading “Marketing Essentials for a Successful Social Media Strategy”

Can social selling make you a rainmaker?

Learn how to use social media platforms as social selling tools in order to succeed in today’s sales environment. Explore these useful resources.

Marketing Essentials

If you want to bring in the big money you have to sell socially

The profession of sales is quickly changing, but the role of social media in sales is changing even faster. These new communication methods are vital tools that will play a big role in your future sales success. The concept of social selling involves using them in a strategic manner in order to strengthen relationships with your clients and customers. But before we get into what to do with your social media strategy lets take a quick look at how the sales process is changing.

By the time, a potential client contacts you they are 60-70% through the buying process. They have been researching potential products and solutions in a “self-service” manner on a variety of online platforms. In fact, here is an interesting question:

Has the Internet Made the Salesperson an Unnecessary Cost?

This article from Duct Tape Marketing takes a look at how you need to change your sales strategy in order to be relevant to potential customers. And most importantly how to be useful to them. Here is the main social point from the article: “Today’s marketing minded salesperson thinks like a publisher and builds their own expertise by sharing and crafting a platform.”

That platform is social media and you need a social selling strategy to succeed in today’s market. You want to be providing the information your potential clients have been reviewing in a self-service manner prior to contacting a vendor. You want to be interacting with them online before they get 60% of the way through the buying process.

So lets look at what you need to do to develop a social selling strategy. The following are a series of articles to get you started with social media, best practices for social selling, and a look at each of the major networks.  Continue reading “Can social selling make you a rainmaker?”