I attended the Facebook Bootcamp event in Sydney yesterday. It was an epic day, starting with the 6:08am train from Tuggerah – for which I arrived twenty minutes early and had to sit in the cold on platform one… rookie mistake.
The program was comprehensive, covering Facebook advertising, promoted posts, hashtags, driving foot and online traffic, running competitions (legally!), ROI Graph Search and Insights and Content Strategy. I felt competent in many of these areas but I did garner new insights in to the full potential of Facebook Marketing For Small Business and I’m going to share those with you today and in my next few blog posts.
There’s no denying Facebook has the numbers, now boasting an impressive 12 million Australian active monthly users, 9.8 million of them on a mobile/tablet platform. 1 in 5 minutes spent online are spent on Facebook. One word; WOW!
So what does this mean for your small business? In means your audience is out there, just waiting for you to share your story. Whether you’re a physical shop front (coffee shop, hair dresser, beautician, etc) or a service provider (accountant, lawyer, plumber, gardener, marketing consultant like me, etc) a Facebook business (“Fan”) page is a must.
This blog post is essentially about Facebook Pages For Business and Content Strategy. I’ll be following up with Advertising on Facebook in my next post.
A Facebook Business Page gives you an opportunity to promote your brand, let people know who and where you are, showcase your products and services, advertise special offers and more. It’s your vehicle for engaging with your customers and so the content you post on your page needs to connect with your target audience and ultimately funnel sales to your website. That’s where “Content Strategy” comes in to play.
It’s best to avoid a SELL SELL SELL mentality. Your content should have a balance between engagement and selling. How do we engage people? By sharing our story and encouraging fans to share theirs. You can post information about you, your business, your background and experience and showcase your expertise by sharing tips and techniques. This is a great way to build trust. If your fans develop trust in you, they’re more likely to do business with you.
If you’re a physical shop front and you want to drive foot traffic, you can post special offers and one day sales (best to post these the night before so people can plan their day around coming to your shop!) and you can also use community engagement techniques by posting something relevant about your neighbourhood. Is your store front affected by road works? You could post an update of detours or traffic flow and offer anyone who makes a special effort to visit your store a 10% discount?
It’s important to understand that not everything you post on your business page will be shown on your fans’ newsfeed. In fact, only approx. 10% of your fans will see your post on their newsfeed and this is determined by a Facebook algorithm. The algorithm calculates how relevant the information is to your audience based on a number of factors. Posts that rank higher include images, video and links. So when you share information on your page, make sure it is visually appealing with a great photo that your audience will like and hopefully share with their friends (“shares” are Facebook Marketing Gold, see my previous blog post). If you have a particularly relevant post about a sale, new product or service etc, you can “Boost” that post. More on this in my next blog…
Many small businesses that I meet say they don’t have the time to plan what they post on their Facebook business page, let alone the actual time to post it! It’s true of any social media marketing, it does require time and your time is your most valuable asset. In that case, it’s worthwhile chatting to a social media marketing consultant like myself who can assess your needs, develop a content strategy designed to raise brand awareness, drive customers to your website and ultimately sales for your business. Visit my Sharpe Design Solutions website for more information and to make an online enquiry or give me a buzz on 02 4333 6274.
My next blog post will focus on the potential of Facebook Advertising. New targeting options make it more compelling than ever before. Stay tuned!
Click on the images below to see samples of my Facebook page header and examples of different post types.
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.