Facebook Today – that's 2.2 billion users, united in a network of active communications. The largest social network with the highest user engagement: likes, reposts and comments spread information on the network at lightning speed. Surely, you will agree that in a network of this magnitude, a business page can find its target audience in an amount worthy of the time and investment to promote a business in this network. Alena Kotlyar, managing partner of the consulting company FSS, a specialist in systemic business promotion on Facebook, told how to do this.
During 2017, the involvement of Ukrainian Facebook users increased significantly. If earlier Facebook was a platform for business communications in Ukraine, now the audience has rapidly expanded due to potential customers of this business. Facebook attracts with the opportunity to connect with friends, learn about world news and follow the news of your favorite brands and companies.
Facebook is suitable for both b2c promotion and b2b business promotion, the only difference is in the goals and the set of tools used to achieve them. If for business segment b2c – this is getting additional sales, then for b2b it’s more likely to generate leads.
Business Page: What you need to know about promoting it on Facebook in 2018
At the beginning of 2018, the entire online community was shaken by the news that Facebook was once again changing the algorithm for issuing news in the feed. The main event was the priority of personal news over public news and increased user confidence in information sources on the network. The volume of public business and media content will be reduced by 1/5 – from 5% (which, in fact, was not much anyway) to 4%. The purpose of the changes, according to Zuckerberg himself – change the priority from issuing relevant content towards meaningful communication among network users.
It is still difficult to say unequivocally what this reform will turn out to be, but several key conclusions can be drawn, confirmed by Facebook experts themselves:
- organic reach of the business page will decrease, which will inevitably lead to an increase in the use of advertising tools;
- Facebook marketing and advertising is transforming (also due to the latest scandal about the illegal use of personal data of network users);
- work with new algorithms will hit small businesses (since, due to limited budgets, the emphasis was placed mainly on free promotion tools);
- Comments will be prioritized over likes (preference will be given to those posts that engage users in communication).
And then the question naturally arises: what to do with all this? Let's take a step-by-step look at the promotion algorithm, taking into account the innovations of the network.
how to start promoting a business page on Facebook
No matter how paradoxical it may sound, we should start not with working on the network itself, but with answers to the following questions:
1. Business page: what are the goals of our business presence on Facebook?
• increasing company awareness;
• creation of an additional source of lead generation and traffic;
• increase in sales;
• building communication/relationships with the target audience.
2. What promotion strategy do we choose?
• through a personal brand, such as a business founder;
• through a thematic page/group;
• through a branded page;
• through targeted advertising;
• through third party groups.
3. What is the sales funnel with Facebook?
4. Who (stop here and read slowly) is our target audience online?
After answering these questions, you can proceed to work directly on the network itself.
Business page: starting with its creation and optimization
Business page: what is important to consider when creating it
1. Make your page design sales and effective. The user who came to your page should immediately understand how you will be useful to him (and whether you will be in general); Let's say that you are interested in the user, he is ready to take the first step in communication, enters the "Information" section; and does not find there any e-mail address, no website, no phone number. It's a shame, right? After all, he could be ready to become your potential client;
3. Create a call to action button on the page (Call, send a message, go to the store, etc. depending on the goals );
4.
Business page: competent work with content
Content (i.e. anything you post on social media pages) – this is the main percentage of success in promoting on Facebook, especially in light of the changes we talked about above.
develop a content plan that will contain information about: what, when and how will be published on your page. It is very important that the content is diverse (informational, educational, entertaining, commercial) and exactly matches the needs of your target audience;
publish content regularly, today 3-5 posts per week are enough;
- follow the rules of effective posting: set the purpose of the post (to educate, inspire, arouse interest...), calculate the effective time; compose a competent text and accompany it with an attractive image, engage and encourage the audience to take targeted actions;
- adapt and use popular content situationally (trends, newsbreaks, controversial news that the target audience hears);
- publish and evaluate the reaction of the audience!
- And, of course, the final stage – page promotion.
All tools can be conditionally divided into free and paid ones.
First, make the most of all the possibilities of free promotion:• make a mailing to the client base with an invitation to subscribe to your page;
• add a link to your Facebook page on all printed promotional materials, as well as – to other channels (Youtube, Instagram, Twitter, etc.);• integrate the page with the site (widgets, pop-up windows);
• add Facebook Messenger to the site if there is no chat (you can also connect Facebook to the Jivosite chat);
• use game mechanics (contests, sweepstakes);
• comment on other pages' posts (take part in discussions, give advice when asked);
• use chatbots to automate product sales;
• write a guest post calling to join the page and pin it to the top of the page feed;
• announce live broadcasts and host them.
Currently, free promotion opportunities are very limited, so you just need to use ads.
To promote the page and increase user activity
• segment the target audience (each segment has its own needs and motivation for purchasing your product, someone to maintain beauty, and someone to urgently escape);• select promotional tools and test them (lead forms, product/service carousel, canvases – full-screen mobile landings, etc.);• work in an advertising account with individually configured audiences and similar audiences (the percentage of conversion or response in this case is 15 & ndash; 20% higher compared to the "cold" audience selected through targeting settings);
• if you drive traffic to the site, be sure to prepare it (check its security, download speed, no bugs);• use retargeting (this is the ability to "catch" all visitors to your site and show them ads on Facebook);
• prepare advertising text and images (be sure to test advertising content, it is impossible to predict the reaction of the audience to the creative);
• prepare an advertising cabinet and be patient.
it is impossible to predict the reaction of the audience to the creative);
• prepare an advertising cabinet and be patient.
it is impossible to predict the reaction of the audience to the creative);
• prepare an advertising cabinet and be patient.
Of course, everything described above – this is painstaking and daily work, but once you get the first results from using Facebook tools, you will not leave the idea of using this site.
November 23 will be the
Business Shot conference, where the specialist will share his experience and knowledge on how to successfully apply these tools, demonstrate cases and results of clients and answer all your questions on this topic. Join +3 8(097) 762 99 39 or e-mail: business-shot@estet-portal.com!
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