Small businesses can have great success through their social media marketing strategies if they approach it in the right way. It takes dedication, time, and money to give a business the conversions they are looking for.
Who doesn’t use Facebook? Every day, more than 2.2 billion users visit this site. It, therefore, makes sense that you should consider Facebook as your number one marketing tool.
If done properly, Facebook ads have the potential of growing your business more than you can imagine. The problem is that very few firms do their marketing on Facebook right. Not that the firms aren’t actively engaging with their online audiences through Facebook ads. Rather, they are doing it wrong.
It turns out that Facebook ads aren’t as effective as content marketing done on this social media platform. It is different from sending out ads to market your services to potential customers. Instead, you produce content for education and entertaining your audiences.
The rationale for that is the fact that most of the Facebook users are more likely to click on a blog post, infographic, photo or video rather than an ad. Once they are directed to the site where the blog post has been posted, they are more likely to fill in the conversion form.
Increasingly, marketers are adopting content marketing to great effect. It is estimated that only about 4 percent of B2C marketers don’t use any form of content marketing on social media. In fact, out of all the companies that use social media, 97 percent of them are on Facebook.
Out of these, over 97 percent were quoted in a survey by the Content Marketing Institute, saying that their content marketing efforts were working.
But that’s not true for small business owners who don’t seem to be having any success. Many of these businesses have invested heaving in Facebook ads but they aren’t getting any returns. It may, therefore, seem that they are merely wasting hard earned money.
What can these businesses do differently to market their businesses on Facebook? Here are a few suggestions:
1. Have a Good Understanding of Content Marketing
One of the reasons why small businesses don’t succeed is lack of understanding of how to market themselves on Facebook. Many are blaming Facebook ads, but that isn’t the problem.
At the very basic, small businesses have a very high attrition rate and most of them hardly make it beyond the first five years. Apart from this being due to lack of experience and limited cash flow, small businesses don’t know how to effectively market their businesses.
The content marketing sales funnel is long and winding and marketers should, of necessity, try to include it in the campaigns involving Facebook ads. But you must first identify the problem you are trying to overcome.
Whatever your objectives, your Facebook ads should be simple and candid. Focus on winning back past visitors, marketing automation, and optimizing ads. The content you promote should have the potential of being viewed by the widest imaginable audience.
2. Strategise, Plan, and Create a Measurement System
Your marketing efforts can make or break your business, which is the reason you should strategise and plan for it. Despite the huge business growth potential of Facebook, you should know exactly what you want out of it. As a business tool, using Facebook requires some level of creativity.
You can, therefore, use Facebook for customer retention, raising awareness, generating web traffic, generating phone calls, and acquiring new customers. Any of these could be your Facebook marketing goal. Put them in writing and establish the key indicators of success.
When establishing your company’s engagement benchmarks, you may want to consider the number of followers currently, past rates of engagement, engagements by competitors, and your general Facebook goals. Determine the monetary value of each click and conversion to know if you have any ROI on your Facebook ads.
However, do not expect quick results given that a social media presence is a long-term investment. That’s the reason why you must develop a marketing content strategy. With engaging content, your paid ads will be very effective.
3. Invest Time in It
If you are a part of the 58 percent of small businesses that spend only one hour in a week marketing on Facebook, you must change. After all, millions of items are posted on Facebook every minute. Failure to make frequent posts on your Facebook page could mean your paid ads get lost in the newsfeed.
Don’t be like some of the businesses that treat social media as an afterthought. In essence, more than 75 percent of the user engagement will happen in the first five hours of posting. Make sure you post regularly.
4. Put the Money into It
A majority of small businesses are spending the bare minimum on any particular Facebook marketing campaign. Others don’t buy any Facebook ads. If you are one of them, start dedicating a huge portion of your marketing budget to Facebook ads if you hope to see bigger results.
You may want to start by turning the most engaging posts into Facebook ads. It is a great way of making your content available to a bigger and targeted audience, thus increasing the number of clicks you get.
Relying on free and organic posts can be disastrous, given the fact that you can only reach just about 2 percent of your fan base. Where are you leaving the 98 percent?
5. Target the Right Audience
The reason for most small businesses failing to get ROI on their Facebook marketing strategy is the fact that they target the wrong audiences. In most cases, these businesses haven’t tested their visuals, ad copy, and the audience to target.
Forget about targeting the audience on the basis of age, gender, and income. These simple criteria won’t take you any far. Using insights that precisely target an individual’s unique interests and behaviors can take your marketing strategy further than usual.
It is all about advertising only to those looking for the type of products you offer. Targeting a wide audience might only turn out to be a waste of money. Don’t waste time on what the customers tell you they want? Through social listening, you will be able to segment the market according to interests and not just the normal demographics.