Facebook is truly the powerhouse of social media.
In less than two decades, this platform has transformed the way businesses connect with and market to their audiences - and it continues to evolve.
It has also paved the way for many other social media platforms.
While Facebook does offer a vast range of marketing solutions, you don’t need to master – or even understand – them all to get fantastic value from your social pages.
There are plenty of simple yet effective ways to build your brand on Facebook.
Let’s look at some of the essentials.
Simple Ways To Harness The Power Of Facebook For Business
Facebook is not a standalone sales platform. If you approach it as a place solely to pitch your product and try to increase sales, it’s unlikely you will be successful. AND you will miss out on a ton of value!
People use Facebook to connect with friends and relatives, get updates on things that interest them, share memes, and watch videos. For most of us, Facebook is for entertainment and connection, not shopping.
However, when people are connected to products and services that genuinely interest them from brands they know well, purchasing is a natural extension of this relationship.
Seth Godin summarises this concept perfectly:
“You can use social media to turn strangers into friends, friends into customers, and customers into salespeople.”
Think of your Facebook business page as a place to build relationships with your audience first and foremost. Approach it as you would any relationship: be authentic, share relatable content, and get to know one another.
Prepare For The Long Game
As you may have gathered from my first point, Facebook marketing is all about the long game.
Think of your Facebook strategy as a sales funnel. It begins with building brand awareness and providing value before even attempting to make a sales pitch.
This is why strategy is important. It allows you to map out each step of your Facebook funnel and see exactly what you need to do to keep growing your business on this platform.
Building brand awareness starts with getting your business in front of people more than just once or twice. With all the “noise” on people’s newsfeeds, it’s difficult to get noticed, let alone recognised and remembered!
In the 1970s, the average consumer was exposed to about 500 ads every day. Research done in 2017 revealed that number had increased exponentially to 5000 ads per day!
That means it’s going to take more than a few well-written Facebook ads or posts to reach your audience. One of the most important things you can do to build brand awareness is to post consistently. This means consistent and recognisable branding, a consistent tone that represents your business, and also posting content regularly.
There are plenty of tools out there that can help you schedule posts in batches, so you can dedicate a few hours a month to creating content and let it roll out automatically.
Post Quality Content
Right, so we know it’s going to take a bit of work to get noticed on Facebook, but there are ways to streamline the process. Quality content is everything. One carefully constructed post that instantly connects with your ideal customer is worth ten random posts.
It’s not enough just to be seen. We have to make a connection.
We do this by ensuring our content is customer-centric. That comes back to knowing and understanding your ideal customer inside out.
Quality content also provides value - think informative blog posts, how-to videos, or entertaining photos. It could even be via a Facebook Group that is useful in some way to your audience.
The bonus of quality content is that the more useful and relevant it is, the more likely people are to share it, increasing your reach organically and attracting new customers.
Interaction with your audience is essential to build your brand and increase that sense of connection. Don’t forget to answer comments and messages and actively drive conversations with your followers.
Interacting with other pages as your business is also a simple yet effective way to increase your brand recognition authority and expand your network.
In less than two decades, Facebook has evolved from being a great way to find people you went to school with, into a sophisticated and invaluable marketing tool. But the return on investment will only be as good as the time and energy you put into building and maintaining those customer relationships.
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