If you’re one of many people who has been struggling with getting business value from Facebook due to low Page reach, read on! You’ll love the information that Loren Bartley from Impactiv8 shares about what you need to do NOW to be successful on Facebook.
You probably know that I’m a huge advocate for Google+. In fact, my mission is to help more Australian businesses tap into the opportunities that it creates. But the fact is that a good marketing plan includes a mix of different campaigns and social media platforms. With the amount of noise on social media these days, it’s important to take a cross channel approach in order to gain reliable reach. If you can surround your audience with multiple touch points, then you are more likely to remain top of mind with your prospects.
Facebook offers an excellent marketing opportunity for many businesses. Loren from Impactiv8 specialises in developing and managing social media solutions for small businesses. She’s my go-to person for all things Facebook so in this article I interviewed her about using Facebook for business success. Loren’s answers are listed under each question.
What type of businesses does Facebook work best for?
With so many people using Facebook, it is likely that almost every business, whether they are Business to Business (B2B) or Business to Consumer (B2C) focused businesses, will have customers using the platform. The biggest challenge is finding them.
Facebook Can Work For You
The businesses that Facebook works best for are those that are able to identify the key traits of their ideal customers and are prepared to invest in gaining access to them. What I mean by this is that they know the demographic and psychographic profile of those people that are most likely to do business with them. If you know that, then you can target them using Facebook Advertising, delivering targeted ads that entice them to become fans of your Facebook Page and/or email subscribers and then later, customers.
In addition to this, you would need to be able to invest time in sourcing and creating content that is relevant, timely and engaging to share on Facebook, whilst remaining “social” in the delivery and ongoing engagement around the content that you share.
If you can achieve this, then it doesn’t matter what industry or niche you are in – Facebook can work for you.
How has Facebook changed this year?
Two of the biggest changes to Facebook that you would’ve noticed of late are a drop in Facebook’s organic reach for business pages, combined with an increased need for businesses to invest in Facebook Advertising to generate significant results.
Facebook has confirmed that you need to “pay-to-play” these days if you want to get the most out of what Facebook has to offer. That’s not to say that you can’t still achieve success without spending money, but rather that you will get far greater results if you strategically invest in Facebook Advertising as part of your social media strategy.
You can go one of two ways in regards to these changes…
- Either you can complain and moan about Facebook moving the goal posts and give up on the platform and all the benefits it has to offer. If so, it’s your loss and your competitor’s gain or
- You can make a simple mindset shift, keep up with the times and learn how to create Facebook Ads that make you money, rather than costing you.
Tools to Target Your Ideal Customer
Another brilliant change that has occurred is the ability to use Facebook Ads to highly target your ideal customers. With the inclusion of tools like Website Custom Audiences, Data File Custom Audiences and Lookalike Audiences, Facebook now provides the most targeted form of gaining access to your ideal customers known to man (provided you do it right).
How have these changes made it harder to generate leads and sales on Facebook?
It is much harder to generate leads and sales organically via Facebook these days, in the same way that it is much harder to generate leads and sales using Google AdWords than it was a few years back. The days of generating sales from AdWords for 10 cents per click are long gone, but that’s not to say that you can’t still use it and make a profit. And a key reason that so many businesses invest in AdWords is because it works.
Facebook Can Still Generate Leads and Sales
Similarly, the days of consistently generating loads of leads and sales via Facebook without paying a cent are behind us too. But that doesn’t mean that you can’t still generate leads and sales. You just have to approach it differently.
What are successful businesses doing right now on Facebook?
Facebook Has Never Been Free
Firstly, they are making a mindset shift. Facebook is not free. In fact, Facebook has never been free. Think of all the time you’ve spent over the years building your audience, sourcing and creating content to share on Facebook and then engaging with your audience. Time is money!
Most businesses that have been doing well on Facebook for years realised this early on and started investing in things that would help them achieve success. That includes investing in ongoing training so that they remain one step ahead of their competition in regards to knowing what is working on Facebook NOW!
This approach allows you to stop wasting your precious time and money on trial and error tactics and instead focus on the strategies that are proven to get results.
Business Strategy to Generate Lead and Sales from Facebook
Businesses that are successfully generating leads and sales via Facebook have developed a robust conversion funnel and have put systems in place that enable them to use Facebook to:
- Increase awareness about their business
- Attract access into their everyday lives as both fans and subscribers
- Develop an affinity with their audience
- Position themselves and/or their business as an authority in their niche
- Then assist their audience into action that aligns with the achievement of their overall business goals, which for most businesses involves generating leads and making sales
- Assuming they are awesome in all that they do in business, their audience will then advocate on their behalf, amplifying their messages and adding a layer of authenticity that you just can’t achieve on your own.
Layering throughout this process, they invest in advertising to further amplify each of these steps so that they can achieve better and more targeted results, faster!
FB Business Success NOW!
Loren goes into detail about how you can set up a Facebook conversion funnel for your business as part of the FB Business Success NOW! online training program, including teaching you the exact steps you need to take to leverage Facebook to generate more fans, leads, customers and sales for your business.