There isn’t a secret formula that works for every business on how to effectively market your business on Facebook. That sounds misleading considering the headline of this post, but hear me out. You shouldn’t hear any marketing professional saying that you are guaranteed more sales if you simply post 3-4 times per week. No social media platform works like that. It’s a delicate balance of delivering the right content, to the right audience, at the right time.
There are, however, some key principles that work for every business. In this post, I’ll share with you my findings for effective Facebook marketing that are based on my 11+ years of experience in the industry. While the features and functions are constantly changing, these tried-and-true methods have held their ground for many years and will likely continue to ring true.
8 Tips for Effective Facebook Marketing
Generously Share Your Expertise
Your expertise is what makes your business unique. No one else has the exact same experiences or education as you. By sharing your insights and opinions, you are establishing yourself as an authority in your industry. That original content keeps people coming back for more.
Celebrate Milestones and Show Your Personality
If you think of Facebook as a place where people go to connect with their friends and family, it makes sense for the content that you post on your business page to fit in with that mindset. A personal approach includes sharing photos of you and your team at the office, out in the field, together with clients, and celebrating milestones. This type of content demonstrates authenticity and positions you as approachable in the minds of your audience.
Always Maintain Relevance
While you’re encouraged to experiment and try new things, always make sure that every post is relevant to your business. Once I came across the Facebook page for a law firm and they constantly shared posts from the local Humane Society. This sort of content does nothing to establish your credibility. A better approach would be for the law firm to share a photo of one of their lawyers with their pooch and explain the story behind the dog’s adoption. This angle provides a tie to the business (e.g. it features one of the lawyers) and could be classified as engagement content, meaning it’s primary purpose is to build a relationship with the audience.
Commit to Posting Regularly
The general guideline is to post 3-4 times per week on your Facebook page. The reason is that each post will have ample time to generate likes, comments, and shares before your next post goes up. The Facebook algorithm likes engagement and will reward you for a high engagement rate (number of engagements divided by the total reach of your post) by showing your content to more people. You can build on that reward by consistently providing high-quality content. [Read more: Why Posting Regularly on Social Media is Important]
Be Social on Social Media
Being social means that you aren’t only speaking (i.e. sharing content) but that you are also listening and responding. Make sure that you are taking the time to comment on other posts on behalf of your business page, respond to comments on your posts, or tag people or accounts in the photos you share. Don’t think of Facebook as a distribution channel only; think of it as a relationship network.
Take content from your website and break it down into social media posts. This sort of strategy is easiest when you are producing blog articles, however it is possible to use only webpage content if you don’t have a blog. By repurposing the content on your website, you are amplifying your message and ensuring a consistent voice across platforms. [Read more: What You Need to Know About Repurposing Content]
Experiment and Test New Features
Facebook is constantly changing its algorithm and adding new features. Have you tried hosting a Facebook Live? Starting a Facebook group? Sharing a poll? All of these are little things you can do to experiment with your business account on Facebook. Make sure you have established a strategy (i.e. We will create a Facebook Group that helps families find vegan-friendly restaurants in the area.) and that your results are measurable so that you can determine if the experiment was a success.
Tell others how to work with you.
You might think that it’s obvious how someone can work with you, but it’s not. It’s obvious to you because you’re in the business. To maximize sales, you need to explicitly explain how others can work with you. Using the rule of thirds, share content that promotes your business, educates your audience, or engages with them.
It can be difficult to determine how to effectively market your business on Facebook. If you prioritize a mix of educational, personal, and promotional content, then you will see results. By generously sharing your expertise, engaging with others, and experimenting regularly, you are able to build relationships with your audience and leverage the Facebook algorithm for your business success.
Want more? Join our Facebook Group, Million Dollar Marketing Strategies, where we’ll show you how to create a Million Dollar Marketing Strategy that attracts customers and produces consistent leads for your business.