The entrepreneursí objective as they tap into Facebook is more than just to get likes and shares - itís to do sales. And it is for this reason alone that every post should have a clear purpose: what is the goal of the post and how does it align with your business goals?
A common practice for testing your audience and for finding out if there is a market for your product or service is to post engaging questions. When done right, Facebook marketing holds great potential for your business, seeing as B2B and B2C companies alike have acquired customers from it. Make sure youíre using Facebook effectively with these 10 marketing tips:
1. Integrate Facebook into your marketing strategy.
Your marketing strategy should have clear objectives and include Facebookís role in helping you achieve them. For example, if your goal is to generate 10 new leads a month with five of them coming through social media marketing, know how Facebook will support that goal and how you can attract leads from your fan base. Keep in mind that the entry point into your sales funnel is your fan base. Your Facebook posts are the digital breadcrumbs that draw your audience into the funnel and down a trail toward an important piece of content they can download after filling out a form. Have a solid plan to attract the right audience, engage current fans, and draw them into your sales funnel using posts.
2. Have a clear value proposition.
Not having a clear value proposition is one of the biggest marketing mistakes. Your message should be clear as soon as a visitor hits your homepage. See to it that you are communicating how you solve a problem, the benefits you offer, and what makes you different from the competition. Then make sure that the same message is communicated across your marketing channels.
3. Set up your company page.
Create your company page on Facebook using your personal account. The "About" section of your Facebook page should be properly filled out with searchable information. Take advantage of the About page to pull fans into your sales funnel. Provide readers with a clear value proposition, an overview of what your business has to offer, and a link to your website. If you want your ratings to appear, include your address details and add any products or services with links to relevant pages on your website.
4. Build an audience.
Invite relevant people already in your network to like your page. Upload a list of best customers so you can send them an email. This can be done from the "Build Audience" section. These are the fans who will build the initial foundation and set the tone of conversation on your page.You can also use your website, blog, or email newsletter to keep growing your audience, but be careful not to over utilize these channels and annoy people. Facebook has various social plugins to get people to like your page without having to leave the page theyíre on.
5. Have a goal for every post.
Having already set up everything, youíre now ready to start posting. Make sure that you have a goal for every post and that the type of content you post is aligned with that goal. Here are the three main post types and the corresponding effect of each:
- Status Updates = Comments
- Link = Click-through
- Photo and Video = Likes and Shares
6. Have a call-to-action.
You may already be communicating with your readers in your posts, but are you asking them to take any action? Avoid creating dead-ends for your visitors. Tell your fans what to do next, or else theyíre just going to surf away. If you have an event, invite your fans to register by clicking the register here button.
7. Use Facebook Insights.
Facebook has its own analytics tool called Insights. It helps you measure and analyze the performance of your Facebook pages. This tool allows you to measure the success of your posts and, based on the data provided, make decisions on how to improve your marketing to achieve the results youíre looking for.
8. Get your posting time and frequency right.
This part is tricky due to a lot of information out there on the best time to post on Facebook and other social media channels. And the truth is, there are too many variables for this information to be accurate. Establish when most of your fans are on Facebook. Thankfully, Insights shows the time of highest fan engagement on your page. This should be your ideal time of posting, bearing in mind that a post reaches 50% of its potential in the first 30 minutes.
9. Use analytics data wisely.
To help you avoid wasting time tracking irrelevant numbers, here is a four-step formula to make sure youíre getting the most out of your analytics:
- Set aside a block of time (30 minutes) to go through your analytics.
- Learn which metrics are relevant to your business, how they work, and what they mean.
- Ignore the metrics that aren't important to your business and marketing goals.
- Use the data to make business and marketing decisions.
10. Never stop experimenting.
Marketing today is all about experimenting and testing new ideas, thatís why itís important to set goals for all of your marketing initiatives. Have a clear goal for every post, analyze its performance, and if youíre not getting the results you want then experiment with a different strategy. Donít be afraid to try something new, just donít deceive or mislead people.