By Lamin Turay
One of the most requested pieces of advice for entrepreneurs is information about how they can better use social media to boost sales and awareness. Social media is without a doubt one of the best ways to market your company, product, services, and in some cases, yourself. It's a great way to connect with your target audience and find out what the most popular trends in your industry are. It's also an effective way to test the market for products and services that you offer through your company.
Among the multitude of social media platforms that are out there, Facebook reigns supreme. It has hundreds of millions of users worldwide and is nearly synonymous with the term "social media." When someone mentions social media, most people automatically think of Facebook. Unfortunately, not many entrepreneurs know how to effectively utilize Facebook to present an intriguing or meaningful business presence. There's also the matter of Facebook constantly adjusting their algorithm, which makes it hard to keep up. For this reason we'd like to offer some useful strategies that we know will help boost your presence, and allow you to get the most out of Facebook.
1. Post Useful or Actionable Content - One of the traps that a lot of people fall into when utilizing Facebook for their business is that that they are constantly talking about their goods and services. They're essentially using Facebook as a brochure. That's not what Facebook is about. The most engaging content on Facebook (outside of cat videos) is information that someone can use to improve their quality of life or that prompts them to take action. When you provide value through your content, people will want to share it, and continue to stay engaged. For example, if you have a company where you create jewelry, why not post a "How-to" video where you explain how one of your more popular pieces is made. It's about giving back to your audience.
2. Post Often - When it comes to Facebook, consistency is the name of the game. Believe it or not your Friends and followers on Facebook only see a very small percentage of what you post (sometimes less than 5%). This means that if you want to get your posts on the feeds of others, you'll need to post at least a few times a day. Sure this could seem like a chore, but Facebook actually has built in features like Scheduled Posts that can help with this type of activity. Scheduled Posts can be found under the "Publishing Tools" tab of your company Facebook page. If you are not posting consistently you're losing out to someone else who is. You need consistency to capture attention.
3. Monitor Engagement - Facebook business pages come with a plethora of analytics and insight features that allow you to monitor how your posts are performing. It's absolutely vital that you review the information provided on the "Insights" tab to see which of your posts are attracting the highest levels of engagement. There are a couple measures that Facebook provides. These measures are "Reach," "Likes," and "Engagement." All are important, but "Engagement" tells you the most. When you have a post with a high amount of clicks or actions, that means a lot of people are interacting with it, and it has high engagement. This is the type of post you may want to "Promote" or "Boost" in order for it to have an even higher reach which, in turn, draws more interaction. Be careful with promoting or boost posts. It is a paid service, so you'll want to make sure you're getting a solid return on your investment.
4. Create a Call-To-Action - One of the most important things about running a business in general is giving your audience a means of reaching out to you. On a website it's your "Contact Us" or "About Us" page. On Facebook you have the ability to create a button for this. Through the Facebook business page interface you are able to create a button with text like "Contact Us," "Sign Up," "Book Now,"... etc. It's important that your page have such a button so visitors have a clear visual indicator of how they should directly interact with you. This is a pure business-oriented feature that provides great value. Be sure to set up your call-to-action button with the text that is appropriate for your business.
5. Like, Share, and Comment - A lot of traditional business rhetoric will tell you that it's absolutely imperative to distance yourself from your competitors. It's said that you need to establish yourself as unique in the market place. Well, when it comes to social media, and Facebook in particular, it's more important to establish yourself as a contributing member of the community. A great way to do this is to like, share, and comment on the posts or content that your competitors or very successful companies in your space produce. This establishes you as a voice in that community. It legitimizes your stance, and gets you in front of a larger audience. One tip that has worked particularly well for us here at Maveriqs has been to share posts that have gone "viral" on the Facebook feeds of other entrepreneur-based media companies. Facebook is all about networking - so network!
6. Engage With Your Audience - A lot of people get lost in the amount of likes on their page or the popularity of their posts, and forget that the most important thing to have on social media is a devoted audience. It doesn't matter if you have a million likes if no one engages with your content. One of the best ways to keep your audience engaged is to engage with them. If you notice someone is constantly liking your posts or sharing your Facebook content, reach out to them. Ask them what they like about what you're doing. Ask them what they'd like to learn about or what products they enjoy. That's free primary research straight from your target audience. It also makes whoever you reach out to know that you truly value their interaction.
I hope you can utilize these tips to level up your Facebook presence. They have worked for us here at Maveriqs, and I hope they do for you too. Please let us know if there are any more areas of Facebook you'd like us to help you out with . We plan to cover additional social media platforms in the future. Leave a comment below, and please Like and Share this content if you found it useful.