In Australia alone, there are over 11.5 million people with a Facebook profile. That is a huge audience, and no matter what your business category is, your target market is on Facebook.
Facebook gives your business the opportunity to set up a place for you to interact with your clients and prospective clients, free of charge. So it makes pretty good marketing sense to put your company information anywhere where your target market is gathering, particularly when there is no charge.
Have you set up a business Facebook page? When was the last time you updated it?
There is no doubt that your target market is currently going to Facebook on a regular basis to chat with their friends and family.
Sure, they are not going there to find your particular business. But neither do people turn on the television, open the newspaper or buy a magazine, with the intent of buying products and services! Yet those forms of media have a proven track record for returning great results for businesses that advertise with them.
So why wouldn’t you take advantage of the free space that Facebook has on offer to your business?
The most frequent objection I hear is “But how do we use that space to build our business?” – “…To make additional sales?”
These are very valid questions. There is quite a lot of information about Facebook and how to use it in your business.
Unfortunately much of the discussion is about:
- how to build the number of “Likes” you have for your page
- What to post on your page
- How to get people to like, comment and share your posts
These are once again very valid topics, and I would encourage every business to build a page with posts that have interactivity in mind.
Creating an interactive Facebook page
However, this process on its own may add some additional sales to your bottom line via your existing clients, but it doesn’t address attracting new clients to your business. More about that in a moment.
Some examples of interactive posts are to use the following “Styles” of posts:
- Ask questions, “Why do you like…?” or “Do you like…?”
- “either / or” types of posts, (e.g., Coke or Pepsi?, Dogs or cats? etc.)
- Write posts that bring out emotions, (e.g., happiness or sadness)
- Use motivational quotes as these are quite popular
- Conduct surveys or polls (additional tip, you may need to offer an incentive)
- And of course the business generator is to make special offers
Once you have your page populated with a number of recent, interesting posts, and the person that is in charge of making those posts is in the habit of making new posts on a regular basis, you can then focus on asking people to “Like” your page.
It is fairly easy to get quite a number of people to like your page. Most of those people will come from friends, family and existing clients, and new clients that come into your business.
You can start to post some promotions on occasion as a means of increasing the business you do with those existing clients. If you can keep your posts interesting you will also be building a stronger bond with those clients. That all makes good business sense but the reality is your page is not likely to be exposed to many of your “Potential Clients”. This is often where businesses start to become disillusioned with using Facebook as a genuine means of growing their business.
Using Facebook to attract new clients to your business
If you want to use your Facebook page as a means of attracting new clients to your business, this is the time to start advertising Facebook using their ‘Pay Per Click program’. This is similar to advertising on Google and your advertisements will show up on the right hand side of news feeds.
Unlike Google where you ask Google to place your ads when people type in certain search terms, With Facebook you ask them to show your ads based on demographics, what people are interested in, where they live, their education etc. Importantly, you get to use an image as a part of your ad. The right image will really attract your target market to take a closer look at what you have to offer.
There are a number of ways that Facebook identifies these things. Some of the information is provided by people when they set up their profiles. However much of the information is based on the types of things people have “liked”. The collective interests of your group of friends are another place Facebook gets to learn a bit about your interests. But the real indicators are the groups and businesses that people like.
For example, for someone interested in running they might join a fitness group and may even “Like” the odd fitness business. Subsequently when you set the demographics for your advertisement you can really focus in on who your target market is.
Using an example of a ladies running shoe, let’s assume that you want your customers to come into the store, and you happen to know that this shoe is particularly attractive to teenagers.
You would target ladies:
- who live in your geographical area
- in the age category of 15 to 25
- who like running
- You might even narrow it down further by adding ladies who have “Liked” “Runners World Magazine”.
Each extra modifier will narrow down your audience. By doing this you can choose an image that they are likely to identify with and your ad copy can really reach out to them.
I hope you can see that now you are exposing your business to a very targeted audience and while in this case it may be a relatively small audience, it will be a much larger exposure than by just having your page on its own.
So go ahead, set up your Facebook business page, populate it with some interactive posts and start your advertising campaigns. Start attracting new clients to your business and increase your sales to your existing client base.
If you need some help setting up your business page and advertising, you can find some excellent guidelines here on Facebook
- Setting up a page - www.facebook.com/business/overview
Bartercard members are welcome to discuss how to outsource the management of your Facebook Marketing as this can take a bit of the pressure off.