Facebook is a popular social media platform in Australia. We all know this. Some of our clients expressed frustration recently with their Facebook business pages. Their Facebook business pages are not driving traffic, generating leads or engaging customers. This is the main problem. You put in a lot of effort, but you don’t get many results.
These results are possible because of the small business owners.
Let’s look closer at the reasons why Facebook business pages are not engaging. Let’s explore some ways you can work smarter and more effectively on Facebook. We will also discuss the common pitfalls that small business marketers should avoid when using Facebook.
Facebook’s working principles
Facebook determines what people see on their “newsfeed” using an algorithm. It is a mathematical formula Facebook uses to determine what content to show Facebook users. Facebook is focused on the posts people “like and engage” most. Facebook recognizes that people are more likely to like, comment, share, and/or comment on posts that come from specific Facebook pages because they are spending more time “engaging” with the content. The result is that the person sees more content on that page in their news feed.
Facebook Small Business Marketing
Facebook is a social media site and will favor content shared by family members, friends and other social networks over business content. Personal content tends to have less traction than business content. Business content often requires an ‘boost,’ which can help the content reach more people. Business content is generally only seen by a small percentage of people who like your business page. This means that you will need to pay Facebook advertising to reach your target audience.
Facebook Business Content
Facebook, just like any other company, is a commercial entity that must make money to satisfy investors and stakeholders. Facebook, as many of you know, knows its worth and can be a powerful digital marketing tool that allows business owners to reach a wide audience. Facebook understands that many business owners will pay to reach new customers and reach new people, and has therefore tapped into this market.
Boosting Posts & Paid promotions
Paying to boost your post or to increase its visibility is one way to reach more people. Facebook’s organic reach is limited, particularly for business pages. You should therefore consider boosting your posts, running paid advertising campaigns, or promotions to increase engagement and reach your target audience.
How do I get some traction for free?
While there are several ways to do this, they require more effort.
Facebook “Live”, which is a more recent feature, allows users run live streaming events. It’s a great way to engage your audience. However, you must be comfortable in front a camera and available to answer questions. Live interaction allows you to see what your customers are thinking. This is not for the faint-hearted, but it provides greater reach and a better cutthrough.
Facebook groups can be more effective than Business pages because they have a greater organic reach. Facebook groups allow small groups of people to communicate online. They usually focus on one topic and allow people with common interests to interact and share their knowledge, opinions, and ideas. Groups can be created by people and are usually moderated or managed by several Facebook users. It could be focused on a common cause such as mountain biking, photography, or support others in the same life stage or with similar circumstances like a single parent group or Autism Parents network.
It can sometimes be difficult to decide which option is best or where to begin.
Do not create a personal profile to promote your small business.
Entrepreneurs and new business owners create personal profiles to represent their brands and businesses, rather than creating a Facebook Business Page or Group. This can be detrimental to your business and is not recommended. This is because Facebook business Pages offer a variety of content creation tools, paid promotion opportunities, and analytics that can be used to improve your business. These features are not available to personal pages.
Use calls to action
Once you have created your business page, add a call-to-action to drive visitors to your website or business. Facebook can be a referral source. However, you ultimately want visitors to visit your ecommerce website. What should they do after they visit your Facebook page. Call to action buttons are buttons that have text like “Watch Video”, or “Sign Up,” and can be customized to include (URL) links to ticketing pages or ecommerce sites.
Utilize your resources
If you need help with Facebook, or aren’t sure where to begin, get help online. There are many resources for advertisers, as well as helpful tips and videos that you can view. You can get small business marketing services if you are short on time and don’t have the resources to do your own marketing. We wish you the best in your marketing.