We all understand that Facebook is one of the most popular social media platforms in Australia. However, recently some of our clients have expressed frustration with their ‘Facebook business pages’. The key frustration is that your business page just doesn’t seem to be driving traffic and generating leads and there is little engagement. A lot of time and energy is invested, but not much results.
Why do small business owners get these results?
Let’s take a closer look at why there may be a lack of engagement on Facebook business pages. Let’s also explore how you could work smarter and use Facebook more effectively, and take a look at some of the common mistakes to avoid when it comes to using Facebook for small business marketing.
Understand how Facebook works
Facebook determines what people see in its “news feed” based on an algorithm. It is a mathematical formula used by Facebook to determine what to show to people who are Facebook users. Facebook focuses on the posts that people like the most and interact with the most. So if people like, share, or comment on a particular Facebook page post, Facebook believes that this information is more relevant to the person because they spend more time ‘interacting’ with that content. As a result, more content from that page is placed on the person’s news feed.
Facebook Small Business Marketing
Facebook is a “social” media tool and therefore will always favor content posted by friends, family, and social connections over business content. Commercial content typically doesn’t get the same traction as personal content, and often requires a “push” for the content to reach people. In general, business content is seen by very few people who have liked your company page; These days, you need to use paid advertising on Facebook to get in front of your audience.
Business content on Facebook
Ultimately, like any other business, Facebook is a business entity and needs to generate money and profit to satisfy stakeholders and investors. As many of you may have already realized, Facebook knows it pays off and understands that it can be an effective digital marketing tool, giving business owners access to a large global audience and potential customers! Facebook also understands that business owners are willing to pay to access new customers and reach new audiences and has therefore taken advantage of this market.
Boost paid publications and promotions
One way to get more people to see your posts or news is to pay so you can “boost” your post. Remember that ‘organic reach’, which is not paid, is very limited on Facebook today, especially for business pages. So, to get in front of your target audience, you really need to consider boosting your posts or running paid ad campaigns or promotions to increase reach and engagement.
How can I get some traction without paying?
There are a few ways, as of this writing, but they require more effort.
Facebook “Live”, which is a newer feature introduced by Facebook, allows users to run live video streaming events. This is a fun and engaging way to reach your audience, but you need to be comfortable in front of a camera and ready to answer questions and comments, as there are also live engagement features that let you know what your customers are thinking. Not for the faint-hearted, but it cuts better and has a longer reach.
Facebook groups are different from business pages and seem to be able to achieve a more organic reach. Facebook groups are online forums that allow small groups to communicate, generally focus on a topic of interest, and are there to allow people who share common interests to interact and share knowledge, opinions, and ideas. People can join groups that are often managed or moderated by one or more Facebook users. It could be a group that focuses on a common cause or an activity such as mountain biking or photography, or it could even focus on supporting other people who are in a similar stage of life or who have similar circumstances, such as a group. of single parents or a family. Autism Parent Network or a specific group for small business owners.
With so many different options on Facebook, it is sometimes difficult to determine which is the best option to follow or sometimes even where to start.
Keep in mind …
Don’t create a personal profile for your small business.
Some new business owners and entrepreneurs create personal profiles for their businesses and brands, rather than creating a relevant Facebook page or business group. This is not ideal as it puts your business at a disadvantage. This is because Facebook business pages offer you a host of content creation tools, paid promotional opportunities, and analytics that are linked to a Facebook business page and will not be available to you if you set up a personal page.
Use calls to action
Once you’ve set up your business page, use a call to action to get visitors more engaged with your business or brand. Is Facebook a referral source but ultimately you want to drive visitors to your ecommerce store or website? What do you want them to do when they access your Facebook page? The calls to action are buttons with text like “Watch video”, “Sign up” or “Book now”. These buttons can be customized or can include a web link (URL) to a ticketing page or e-commerce site.
Use your resources
Get help or use online resources, if you’re not sure where to start with Facebook, go online and check out the Facebook help center. There is a lot of information for advertisers, as well as helpful tips and videos that you can watch. If you have a small business, are short on time, and just want to know how to improve your marketing reach or how to use Facebook more effectively, consider contacting an agency that offers small business marketing services. Good luck with your marketing.