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.

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.
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.
Graphic of why people use Facebook.

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.

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.
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.
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.

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.
You need to answer questions, demonstrate your expertise, solve problems, inform and more.
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.
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.

Acquiring Fans

Here are some tips and strategies for gaining fans:
  • 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.

Setting up your Facebook Company Page

To optimize your page:
  • 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

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