MARKETING & ADVERTISING • January 12, 2016
2 minutes Read
As a small business owner, you already know how important it is to have a presence on social media. Chances are, you’ve already got the basics of Facebook down. Now, it’s time to move into pro-level territory. With these four tips, you’ll bump your Facebook marketing from basic to advanced.
1. Test and Optimize Your Updates
To ensure you’re using the most effective language in every customer message, try posting at different times of day, posting more or less often, and posting varied types of content to see which garner the most attention from your followers. Sleek, high-res product photos with accompanying descriptions, links to short videos, and curated content like blog posts, tutorials, and photo galleries all make for opportunities to engage with your base. Be sure to vary your updates: ask a question, share a tip, or relay a customer success story.
Don’t forget interactive content: create and post a survey, have a product giveaway, or host a customer contest for best photo, best tip, or best caption. Monitor the responses, and test each variation more than once before you decide a new updating strategy or schedule is a good one. When you find a winner, make it part of your regular marketing plan.
2. Check Out Your Competition
Find out how the competition, near and far, is using Facebook to market. Look specifically for what they are doing that’s working that you haven’t tried, or aren’t using regularly.
It’s not your goal to copy the competition, but to let their social media savvy inspire your own. For example, if you notice that they focus more on interacting with followers and less on sharing information, think of ways you can engage with your customers—rather than just talking at them—on social media.
3. Act on Your Customer Feedback
Speaking of engagement, social media has provided consumers with a very powerful voice, and they expect to use it. So, use Facebook to let them do just that. Instead of announcing another promotion, for example, ask your customers what they want. Provide a few options, then use a poll for the people to decide: 50% off one item in the new spring line, or a BOGO sale for a specific department?
If you’re making changes in your business, such as repainting, adding new product lines, expanding the menus or adjusting the hours, get customer input and use it. Provide a predetermined set of options, so you can keep things doable while allowing your consumers to actually influence your business.
4. Expand Your Customer Base with Ads
Take the next step and set up a small budget for Facebook ads; even a few dollars a day toward this kind of campaign can make a difference. Facebook offers several different ad options. Desktop News Feed ads are the largest advertisements; they’ll appear in the news feeds of your targeted users. Mobile News Feed ads provide the same type of advertisement on phones and tablets.
A news feed ad, whether for desktop or mobile, should include an image or a video to get the most attention. Facebook also offers Right Column ads, which can include a small image or video, or simply be a line or two of text.
You can customize any of these ad choices just as you customize updates, with tailored messages and specifically targeted segments. It’s easy to do with the Facebook Ads interface, which will also provide data on which ads are working and which aren’t. Adjust as needed.
As you improve your Facebook marketing, don’t neglect the basics. Keep providing helpful information, lots of interaction and exciting promotions. Then, watch the Likes flow in.
Photo credit: Narasimhan M V/shutterstock.com
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