As Facebook has become an integral part of many people’s daily life, the possibilities are endless when it comes to using it to serve your business. In this post, you will learn the basics of Facebook, how to leverage it and how to drive traffic to your website. How nice!
Just in case you have been living under a rock for the past 10 or so years, Facebook is a social media platform that allows you to connect with friends and family from all over the world. You can add your friends, share everyday moments, post photos, share videos and generally lose a few hours a day quite easily!
- Profile: Your personal profile is different from your public page. On your personal profile, you befriend others which allows them to access your timeline, photos and posts. You can write on your timeline, share photos, make albums and chat with people.
- Page: A page is public, meaning that everyone can see it. This is used by businesses, professionals, influencers and many more who are in the public eye. You can share posts, pictures, videos and links. There is also space to make your business information available.
- Group: A group can be secret (no one but the people who are in it can see it), closed (everyone knows it’s there but only the people in the group can see the content) and public (everyone can see everything). This is different to a page as anyone can like a page, but only those invited or request to join are in the group. Groups can be anything, from those sharing a hobby to family groups where they have a place to chat, share photos and updates.
- Timeline: A running feed of the things you post or share
- Post: Something you share on your timeline. This could be a photo, video, link to a website or other form of content
- Post Like: You can react to the posts people share by ‘liking’ it. When you do this often on pages or in groups, Facebook will show you this type of content more.
- Page Like: When someone likes your page they will automatically start following it, they will then be shown your content.
- Share: If you wish, you can share a post. This will show it to your friends and followers and it will then be on your timeline.
- Followers: Sometimes people can follow your page without liking it. They will start seeing your content in their newsfeed but won’t register as a like on your page.
- Timeline: When you click on a page or a person, all their latest content will come up. This is their timeline.
- Home feed: This is where you will see content posts from your friends, pages you like and groups you are in. Often it will show your friends activity, such as if they have liked a page’s post (this is why you want engagement on your posts).
Building your Facebook Page
Having a Facebook page is a fantastic way to connect with your readers, audience, customers and potential customers. Your Facebook page can raise your brand, build awareness, stimulate conversations about your product or service and connect your audience on a more personal level.
Anyone can get on the Facebook train, everyone and their dog is on Facebook. Literally. My cousin’s dog has more friends on Facebook than I do *facepalm*. Because of the variety Facebook gives, you are bound to find your audience on there. Use your page to reach out to your customers, piquing their interest and engaging in conversation.
Setting up a Facebook page can be relatively easy. Your page can be up and running within a few hours.
Things to consider when building your page:
- Use professional looking photos for your profile picture and cover photo. Bonus points if you use the same profile picture throughout all your social media profiles. This will make you easily identifiable and provide consistency.
- Never use blurry or pixelated photos. This deserves a bullet point on its own. It screams rookie. You want to be taken seriously and professionally, even if your content is the best content in the world, people are visual creatures and often won’t look past the photos. The first impression you are giving people are your visuals.
- Spend some time updating your information including about you, email address, website and all those other niggly bits and pieces. A nice full, completed profile only needs to be done once and when it is finished you will have all the relevant information that people need to get to know you, get in touch or about your amazing website.
- Tell your story. Let people know the story behind your brand or business. This will make you more personable, authentic and genuine. Reader/customers like this more than the unattainable front that is often put on show.
Why Everybody Needs Facebook
Facebook is a formidable tool for social media marketing. It is one of the biggest social media platforms in the world.
Here are just a few reasons why your business should be on Facebook:
- The diversity of people, brands, corporations, businesses, hobbies and more on Facebook is a huge advantage. You have the potential to reach many ideal customers/readers/followers.
- You can tailor your posts, advertisements and profile to your business and brand.
- Facebook allows you to target your ads or boost your posts to your specific audience.
- You can expand your audience much more readily on social media platforms such as Facebook. Encourage your audience to spread the word and/or engage on your posts which will enable you to reach a much wider audience.
Plus, all the cool kids are on FB (that’s how the cool kids write it).
Facebook vs Google Ads
One is known as the world’s most popular social media platform while the other is known as the Search Engine Giant. You can utilise both of these resources to help grow your audience and drive traffic to your website.
The Differences between Facebook and Google Ads
- Facebook is a more personal way to connect with your audience through ads. Google Ads, however, depends on keywords and pay per click advertising.
- You can target specific users based on individual wants, needs, interests, age, gender and location.
- Facebook tends to have a higher ROI (rate on investment) than Google Ads. This is due to the targeting of the ads.
However, you don’t have to invest in Facebook ads, you can simply work hard and get your page out there and noticed by users which makes it more cost effective.
Getting Eyes on Your Page
Facebook is widely known for being a great business marketing tool. However, there is little point in investing a load of time and money in it if your page isn’t being seen.
Tips to get your page noticed
- Get your friends and family in on the action! Ask them to share your page to their friends and family who might be interested in your content. Share it on your own personal profile so everyone can see what you are up to and support you.
- There are a few different widgets that you can use on your website that will allow you to place your Facebook Page on your sidebar.
- Host a giveaway or give out free content once you reach a certain number of likes. Promote this and encourage your followers to share it. They will be motivated by the carrot (free content).
- Pop all your social media profiles in your email signature
- Make use of social media icons on your website, place them in top spots on your website such as “above the fold” (the part on your homepage that people see first).
- Stay active and relevant. Try to be consistent, post each day and encourage engagement. The more your audience engages, the more likely it is that Facebook will share your content on people’s home feed.
One of the pro’s of Facebook is that there can be spikes in your content when the right person has liked or shared your content. Facebook will then show this content to their audience and if they engage on that content too, it will be shown to their audience. This, my friend, is how you get eyes on your content and why I keep harping on about engagement.
But, how do you grow your Facebook?
- Encourage visitors to like your page, a simple ‘show us your support!’ ‘give us a like!’ can work but don’t do this on each and every post. You will just come across as needy. No one likes needy. Be creative and think outside the box.
- Create engaging content that is relevant to your audience. Ask questions, ask for opinions, create thought-provoking content.
- Create quality content. Again, relevant to your audience. Don’t just post a picture every now and then with no caption. Create content that provides value to your audience. Tips about something in your niche, share a relevant news article, provide information.
- Reach out to others in your niche and start forming genuine relationships. Like their page, engage on their posts. Soon they will notice you as a consistent follower and others may also start noticing you too. The trick to this is to be genuine. Don’t just write ‘nice post!’. Most people won’t even bother to reply or even acknowledge this kind of comment as it screams fake.
- Post regularly and consistently. The more quality content you have, the more people are going to want to follow or like you. If they come along to your page and find it sparse with the last thing posted 5 weeks ago, they aren’t going to see much point in giving you that much sought after like.
Get Your Targeted Audience
Just as there is no point getting your fab content out there if no one sees it, there is little point getting that content out there if the right people aren’t seeing it.
Some ways you can find your target audience
- Hang out in niche specific Facebook groups. Try to add value to these groups by providing information, answering questions and generation discussions and conversation.
- Target your Facebook post boosts or ads to your specific audience
- If your friends and/or family are your ideal audience, ask them nicely to spread the word
- Build genuine relationships with others in your niche. Comment on their posts and engage in conversation. They may help you out by recommending you, this shouldn’t be the sole purpose of building relationships though.
- Provide quality content that is relevant, provokes engagement and will be shared
- Be consistent, post daily and follow up on comments and other engagement
What Should You Post?
The aim of the Facebook Game is to share quality and relevant content while at the same time encouraging your audience to engage.
Try to use a variety of different content types including photos, funny little tidbits, memes, videos, sharing the latest content from your website, information and discussions.
Ask yourself the following questions before writing a post for social media:
- How does this content serve my audience?
- Does this post encourage engagement?
You will need a balance of posting too little and too much. If you post too little, you won’t be at the forefront of people’s mind, too much and they will get irritated. My magic number is 1-2 times a day.
I usually post in the mornings while people are scrolling during their morning tea break time. In the afternoons I will sometimes pop a little something extra on there. Your page may be different though. Look at your analytics to see the times your audience is most engaged and post then.
People love authenticity. Try to share behind the scenes and little tidbits of your life and business. This will make you more relatable and genuine.
Facebook Secrets (shhh)
There are a few wee tips that will help you on Facebook Journey to Success
- Have I mentioned engagement? Yes? Oh well, let’s talk about it again! Engagement is crucial. This shows the Facebook algorithm that the content you are producing is like, read and wanted. It will then be more likely to show your posts in your followers home feed. You also get the added benefit of Facebook showing any engagement to that person’s home feed.
- Always reciprocate comments on your posts. This will help you to be seen as a genuine person who values their followers. It will also encourage others to comment. However, if you don’t follow up on comments, many people will not bother to continue commenting as there will be little point in their eyes.
- Video! Videos are very popular on Facebook and tend to perform well. Don’t just post videos willy nilly though. Put the same thought behind them as you would anything else you post. Does it serve your audience? Does it encourage (imma say it again) engagement?
- Photos also tend to do very well. Us humans are visual creatures and drawn to attractive photos. Pop photos of behind the scenes, your products, anything! Well, as long as it fits your niche, brand and focus of course. For example, on my Hiking Facebook Page, I wouldn’t be posting pictures of lipstick. Unless I wear it hiking. Which I don’t.
- Change your username so it matches your page name. This is done under the ‘about’ section. If you don’t have a user name, Facebook generates a random string of numbers. Once you have a user name, your fans will be able to find you much more easily
Getting Traffic From Facebook
So, you’ve got eyes on your fab Facebook page, now how do you get them to your website?
First, make sure that your page profile is filled out including links to your website, email address, story and all those other wee bits and pieces.
Make the most of the buttons. You can edit the button that is under your profile to go to your website, collect email address for your mailing list and much more. Design an attention-grabbing cover photo that directs your viewers to the button
Share your latest blog post, content, promotion or freebie. But make sure that this is evened out with other content that serves your readers. Don’t just always tell people to visit your site or they will get turned off you. You will find that if you mix up your content, you will come across as more genuine and you will build an authentic audience that wants to support you and will click on every link that you share before long.
Participate in Facebook Groups (or start your own!). Again, don’t just post links to your website then leave. Answer a few questions with thoughtful, helpful answers, build relationships and provide information.
Boost relevant posts or try out an ad that drives people to your website.
What To Avoid
Be aware, that even though you have a great, page with loads of likes, this doesn’t always mean that you will be making a tonne of money from it.
This could be for several reasons
- Your page isn’t pleasing to the eye. This could be due to blurry, unprofessional photos
- The page has a lack of focus. You are dipping in and out of your niche providing irrelevant information.
- You are putting on the hard sell more often than not. This generally turns people away.
- The page offers little value to the audience.
Don’t despair though! These can all be remedied. Change those photos to crisp, clear photos that showcase your business, tone down the hard sells, serve your reader and hone in on your niche.
Study your analytics and find out which posts do well and which get very little engagement. You can then adapt future posts to be more in line with the ones that do well.
Facebook can be a massive driver of traffic to your website if you use it well. Spend some time filling out your profile completely and engaging with others in your niche. It does take a while to build but before long, you’ll be away!
More Social Media Posts:
- Twitter Tips
- Instagram Information
- 8 ways to simplify your social media strategy
- 5 top social media sites
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