Facebook has over 2.2 billion monthly active users and has been averaging a 13% increase on a yearly basis. With numbers this high, it’s clear that Facebook is simply too big to ignore. Because of this, reliable small business marketing tips for Facebook are in such high demand among business owners.
Despite the rising cost of Facebook ads, there are still a lot of budget-friendly marketing strategies that you can use to drive more sales to your business using Facebook.
In an effort to make this easier for newcomers and improve the results of business owners that are already using Facebook for marketing, we have compiled a list of tested small business marketing tips that will help you convert more and crush the competition.
Small Business Marketing Tips for Facebook
Facebook has changed a lot in the past couple of years. Things that used to work just a year ago are totally useless in 2018. In an attempt to make this as straightforward as possible, all the marketing tips featured below are things that we personally use on our personal projects and with our clients. No bullshit and no filler content!
1. Don’t rely on organic posts too much
Investing time in boosting the organic reach is one of the biggest time-wasters that you can possibly do on Facebook in 2018. Facebook’s engineers have been gradually limiting the organic reach of brands for several years, steadily declining the organic reach with update after update.
Well, with the latest Facebook algorithm update, organic reach for businesses present on Facebook is finally dead. What this means is that you can no longer build a large Facebook following and reach new customers through consistent organic posts. Since brand content has gotten a lot less visible in the News Feed, you have little choice of reaching new customers for your business but to invest in Facebook Ads.
2. Create a Call to Action button
Using a call-to-action button on your business page is an absolute must for every small business owner. Including a call-to-action button makes it a whole lot easier for potential customers to get in touch with your business. You can customize call-to-action button to serve your best interest – if you create one your business page alone, it’s free.
You can also implement the enhanced call to action button in your Facebook ads. This is known to increase sales and traffic to your website, but you’ll need to get your wallet out.
3. Become a regular poster
Even if Facebook is trying hard to get you to invest in ads, that doesn’t mean all your posts should be sponsored. The approach that we recommend to all our clients is to post regularly and highlight the best merchandise.
Don’t incorporate every organic post in an ad. Be consistent with your organic posts, take the time to study the reach and see how your audience reacts to it. If not for anything else, you’ll keep your present audience engaged and avoid losing any customers that are already loyal to your brand.
Keeping a steady stream of organic posts will allow you to get a pretty good idea of which posts are worthy of being boosted and which aren’t. This brings us to the next tip…
4. Only Boost the posts that show potential
Facebook makes it extremely easy to boost any of your posts to reach a greater audience – but you’ll have to get your wallet out. Seeing how well-boosted posts are performing, it might be tempting to invest small sums in every post so that they all have decent reach, but that’s not the way to go.
Ultimately, what your business needs are conversions. With this in mind, do an analysis, see which of your organic posts has the higher reach and boost that posts alone to reach as many people in your target demographic as possible.
5. Listen and respond to reviews
Reviews are an important part of every Facebook business page. Setting the other aspects aside, customer reviews are an important performance metric.
If your reviews are mostly good, chances are you’re on the right track. If you’re on the opposite spectrum, you’ll likely need to make a lot of adjustments.
Another thing you should make a habit of is to respond to all the reviews that you receive – good or bad. This helps establish trust with your audience and makes you look like a business that really cares about the customer’s opinion.
By responding to the negative reviews in a positive manner, you’ll discourage a lot of unsatisfied consumers from leaving bad reviews.
Watch the video below for some expert tips that will help you respond to unwarranted negative reviews.
6. Focus on visual content
You’d have to be pretty passive to ignore the fact that visual content rules supreme on social media. Posts that contain photos and videos have a higher level of engagement. And for businesses, more engagement on social media is often times an indicator that you’ll attract more business. Did you know that visual content is 40 times more likely to be re-shared than text-only content?
Since video content is such an effective marketing tool, it becomes imperative to utilize video posts to spread your business message and maximize your leads. Watch the video below for some valuable tips about using Facebook videos to grow your business.
7. Create a Facebook Offer ad
Facebook’s offer tool is an extremely effective tool for small businesses. You can create gorgeous-looking discounts and tailor them based on your target audience. As a business owner, you should already know what works and what doesn’t for the customer persona in your niche.
Depending on which type of action you need them to take, you can use the Facebook offers to encourage people to shop on your website or direct them towards your physical store (or both).
Watch the video below for an easy to follow tutorial on creating Facebook offers:
8. Schedule your ads properly
Facebook allows you to plan how your ad campaign will run. You can either schedule them to run based on a lifetime budget or by a daily budget. However, segmenting your ads by days and hours with a daily budget from the get-go is certainly not desirable. In fact, it might just burn through your campaign budget before it really starts.
Ideally, you should do a series of tests and see whether the ad is as successful as planned. Once you have an ad that you know performs well with your target audience, you can start scheduling the days, times and the budget for it.
Here’s a quick tutorial on designing your budget and figuring out the best times for scheduling your ads:
9. Test Carousel ads
A Facebook carousel ad is a newer type of ad that allows you to incorporate multiple images into one single ad. This can be a good choice if you own a business that includes an e-commerce website.
Early studies showed that carousel ads improve the click-through rate to as much 200%. Although this number is certainly smaller now, it’s certainly an improvement over the classic ad type.
Offline-based businesses can also use carousel ads. If you have a series of product images that you know are killing it on your website and/or social media, you can combine them into a single carousel ad.
The key difference from the classic ad format is that carousel ads are roomier, they’re interactive (the user can swipe them left and right), and you can fill them up with more content.
10. Target users in the research phase
Facebook’s Pixel is a great tool to target those undecided customers that have previously visited your website and are in the research phase.
In the research phase, the customer is likely comparing the prices to see which deal gives him the best possible value. If you’re not doing anything about it (and your competition does), chances are they will turn towards the business that wants them more.
Setting up the remarketing Pixel tool is pretty straightforward and will allow you to target people that have visited a certain page from your business website and plan your ad campaign accordingly.
Watch the video below for some starting points for setting up and using Facebook Pixel:
11. Deliver Ads to your email list
If you’ve been gathering an email list, Facebook Ads lets you take advantage of it. You can create a .TXT or .CSV file with the email addresses that you gathered and upload it to Facebook Ad manager as a Custom Audience.
Marketing towards a custom audience that you know is open to your products is extremely efficient in getting them to the next step of your marketing funnel. Watch the video below to learn how to create a custom audience from your email list:
12. Separate desktop ads from mobile ads
Running the same exact ad on both desktop and mobile is careless. The most efficient approach is to keep the mobile and desktop campaigns completely separate.
The reason for this is that the performance of a certain ad campaign will be hugely different from a device to another. What makes waves on the desktop realm might go unnoticed on mobile, and the other way around.
By keeping the two separate, you will be able to optimize bids, ads, and conversions based on the device they show up on.
Facebook has the power to make or break small businesses. It’s a great way to reach your customers and generate new leads, but you’ll need to be prepared to spend in order to see the returns.
The key to the whole thing is to adjust your Facebook marketing efforts. Better leads and conversions are only possible as long as you’re aware of what’s working and what’s not, and you’re prepared to make the necessary adjustments.