MARKETING ON FACEBOOK: A GUIDE TO GETTING CUSTOMERS AND SALES WITH A SMALL BUSINESS

Who does not have Facebook today? Look around and look for that “weirdo” who still does not use this social network (it will be difficult to find it).

With this huge volume of users, there is also a huge volume of potential customers. Many businesses are already taking advantage of the platform to grow, get an intimate relationship with their followers and sell.

And you, are you doing it?

If not, you have come to the right place. With this Facebook guide for small businesses you will learn everything you need to take your first step as a company in this social network.

# 1 Facebook for small businesses: it all starts with a fan page

Using Facebook for small businesses means having an already defined content strategy. The first step for a business is to set up a Fan Page (fan page) because this is the type of page that Facebook recommends for business.

On the one hand you will have your profile for the private management of your contacts, but for all that is your business the correct step is to set up a Fan page . Doing it is very easy: you can directly visit Facebook Pages and there you can register a page.

You will have to design two images:

  1. Main image: is the image that will appear when someone searches for the page and the one that will represent your business on Facebook. A size of 180 × 180 px is ideal for this image.
  2. Cover image: is the image that will appear on the top of your Fan Page. It is perfect for doing promotions, redirecting traffic or getting attention on a specific topic. The ideal size is 851 x 315 px.

My recommendation is that you put a photo of yourself in the main image and explain how to contact you on your blog or other sites where you can be present through the cover.

 

# 2 A landing page as a gateway for the first interaction

When people arrive at a wall where there are many comments, many contents, they find themselves a little lost and do not really know what they have to do.

Instead of making it reach the wall directly the new views – people who are not yet your fan – you can also  create a Landing page  and mark it as the default page.

In this case, the visits of people who are not your fans will end in your Landing page, a page specifically designed for the user to become a fan before starting a relationship with your online presence on Facebook. The idea is to improve the first contact that future fans can have with your business.

To set up your landing page you can use an application called Static HTML tab   that allows you to develop a professional presence on Facebook. Through this totally free application  you can define two views: a first view for people who are not Fan and another for people who are Yes Fan . So your Fans can go directly to your wall without having to see your Landing page again.

In the No Fan view I recommend you to put an image with a maximum size of 520 pixels (a size of 520 x 520 is a fairly common size and usually works quite well). In this image, explain how you can help people and encourage the fact that they become fans of your page.

And with this same application, in the Fans view, present a gift, an exclusive discount or download a small free document as a way to encourage people to become a fan.

How do you see your Marketing strategy with Facebook for small businesses starts to take shape.

# 3 What kind of content to use on Facebook?

Basically, the first thing you have to do is report new posts that you have posted on your blog . Do it manually, creating your own updates a couple of times a week, depending on how you have defined your editorial calendar on the blog.

You can also ask questions (there is a feature called Questions ) that is very good to get feedback from your fans.

You can also share photos, videos and this is very interesting for all physical businesses such as restaurants, stores, but also for B2B (business to business). It occurs to me, for example, that presenting the digital machines of a printing press can have a lot of value, be it in photos or in video.

Many businesses do not sufficiently use these resources that are frankly good and allow to give a vision of what is behind, of what companies sell and that is very positive.

You can share links and I recommend not only sharing your own links but also, if an article has appeared on a blog that you thought worthy of mention for the people who follow you … do it, share more than just your resources!

Try not to be very formal, so as not to scare away your fans. Be human, talk about personal and fun things. In short, do not be a pain in the ass.

 

How many times a day do you have to do it?

The ones you want. Normally you realize that the more active you are on Facebook, the greater benefit you usually get to this network.

Nor is it about becoming a spammer: it all depends on your ability to provide value (I usually do it at most twice a day).

Very often, when I review projects on Facebook for small businesses, the topic of content is the one that sins the most. They have a hard time letting go and not writing as in a sales brochure.

It’s just about maintaining a lifelong professional relationship. Chat with when you have a coffee or eat with one of your clients. Over time, that client has become a friend and with friends not always talk about work, right?

No more no less. See how easy it is? We continue to develop your future strategy on Facebook with this special Facebook guide for small businesses.

What tools can I use to create content easily and quickly?

There are numerous designer tools for non-designers. Many tools that will help you create content without spending too much effort or having to study a full course of Photoshop.

I recommend using the following:

  1. Canva :  the best known tool for creating content for any social network. Sign in, sign up and you can create the cover, profile photo, Facebook Ads ads and publications by dragging photos and editing text.
  2. Pablo :  do you just want a nice phrase and a nice background? Try Pablo, the tool par excellence of Buffer to create content.
  3. PicMonkey :  collages, photo editions, filters and everything you want to do with your photos. And with 100% free trial.
  4. Recite :  if Pablo’s photos you do not like, Recite is your option. Write an appointment or phrase and choose among the numerous templates to create your sentences in a matter of seconds.

# 4 How to get more engagement in your Fan Page

Another very interesting resource for business is  Facebook Ads ,  the platform for online advertising of Facebook in which you have two types of basic products: one is the traditional advertisement and another is the sponsored story .

Both products have as an idea to give visibility to your own Fan page or to an external website and tend to be able to attract more fans or refer to a landing page that you have developed. Advertising on Facebook is quite cheap, and has an exceptionally good segmentation capacity.

You can segment on criteria of geographical location, socioeconomic level, sex, topics of interest, you can segment by “Friends of your fans”, you can do a lot of things and I really recommend, if you are a small business, to launch a campaign of one 5 or 10 euros a day (you can control the budget you spend) because it can provide a lot of value for your business.

So, if you are a solo entrepreneur, think about facebook advertising in order to grow in your “reach” in this social network.

For example, an interesting strategy would be to develop a Landing page, where you offer by registering your newsletter, a document or a mini-course.

In this case, you can monitor the results of your campaign on Facebook depending on the subscribers that sign up to your newsletter from Facebook, with which you can establish a cost per subscriber that is a very interesting metric to monitor, more interesting than the cost per click on your ad.

You spend money on an online advertising campaign with the idea of ​​growing your database of potential customers. An investment more than an expense. Another point in favor of maintaining an activity on Facebook for small businesses.

# 5 Where can I access my Facebook statistics?

Facebook Insight is equivalent to Google Analytics, but within Facebook. It is the statistics section of your page and it is interesting to know a little about the activity that is happening there inside:

  • See the most successful posts
  • Know a little more about the user profile that is interacting with your content
  • Know if new users reach your landing page or your wall
  • Know which pages they visit
  • Know what external references bring you more visits and more fans

Finally, a series of interesting data about the composition of your fans and the success of each of the updates you do on your wall, because you can see the number of impressions or the interaction rate that your content has had, be a ” I like it “that is, a comment that has been generated.

Like any manager, you need data to make your decisions. Facebook Insights is your special Facebook scorecard for small businesses.

statistics_facebook

# 6 Expand out of Facebook with social widgets

These social widgets of Facebook basically serve to highlight in your blog the activity that you can have on Facebook. There are several types of widgets: one of them is the “Like” button, which has recently been completed with a “Send” option to send to user groups on Facebook.

These two buttons have a lot of value and I recommend integrating them in your blog because they make it easier for people to share your content.

Another widgets quite used is the Activity Feed , where the faces of the followers of your blog appear and invite people who are not fans to become fan of your page.

As you see, the conversations are added to the conversations: if you present these resources on your blog, it is likely that your audience will grow on Facebook and at the same time on Facebook, what they are doing is sharing the contents of their blog because many people prefer to read the contents directly on Facebook, a platform where they spend a lot of time.

Think of these resources offered by Facebook for free to integrate social information into your blog.

The third widget that I want to comment on is the comments thread,  Facebook Comments , which allows people to leave comments to the posts you post on your blog, but directly using their profile on Facebook.

With this plugin is developing a thread of conversation through the comments made on Facebook, which is very positive and allows you to have a very good alternative against spam in the comments.

There is an effect of re-voting on the conversations between your blog and Facebook. It is a positive effect. Try to take advantage of it.

widget_facebook

# 7 Advanced uses in Facebook

The first is the use of Applications : if you have some budget and a good idea, developing an application for Facebook can be very positive for the visibility of your business and is a good way to enter into a more intimate relationship with your fans . You should know that the applications have access to many profile data of users who become fans of this application and you will be able to know much more information about the people who use it.

Of course, this has a significant development and integration cost but also the value for your business is higher.

I think it’s feasible for many businesses, not for self-employed or people who start alone or who just launched a business, but for a restaurant for example, integrate an application to reserve tables can have great interest or people share their cocktails favorites with the bar where they will spend time.

# 8 Turn your fans into subscribers

A Facebook fan is somewhat volatile. It is a person who is one step away from not having any contact with you and who, even being your fan, may only see 7% of your publications.

Is it a very sad statistic, right?

For this reason you should try to bring all the possible traffic from your Facebook page to your blog or website.

And there, you must convert your fans into subscribers by email , because this way you can contact them whenever you want and how you want.

How can you get it? Well, very easy: following all the tricks that I present in this free guide.

Click on the image, leave your mail and you will receive it in a matter of seconds.

 

# 9 Get ready now

You do not need anything else to start working with Facebook. Follow these steps and your community will grow little by little around your page. You will generate more confidence and your customers will see you as a closer company.

And if you liked this marketing guide with Facebook for small businesses , I’m only going to ask you for a favor in return: could you share it on Facebook with other small companies so they can use it too?

Of course, never give it to the competition.

Author: Sandeep Shinde