Facebook has long ceased to be just a social network for communication. Today it is one of the largest platforms for promoting and advertising almost any service and product. And while Mark Zuckerberg periodically tries to "tighten the screws" advertisers, savvy marketers and SMM managers do not give up and continue to bring hundreds of thousands of new customers to various companies.
Do you also dream that the flow of customers from Facebook to your business will not stop? Then read the advice from Alena Kotlyar, a specialist in systemic business promotion on Facebook, managing partner and co-founder of the FSS consulting company, which she shared at the BusinesShot-3.0 conference.
Tips on how to create a customer flow from Facebook
Everyone was very much affected by the changes in the Facebook advertising policy. The effectiveness of free tools is declining, organic reach is falling and will continue to fall. And this is obvious, because Facebook is still a commercial organization that seeks to make money. And the biggest income just comes from advertising.
What will the changes in the algorithm for issuing news in the feed lead us to? We will have to reformat advertising and marketing under the new rules, use new formats for promoting and presenting content.
Facebook Business Page: The Most Relevant and Effective Promotion Techniques
First of all, it becomes important to create engaging content. Content that is commented on and shared will definitely be at the top on Facebook, especially with new algorithms.
Video promotion hit. While Facebook overtook YouTube in terms of video uploads last year, new algorithms will promote only those videos that create engagement again, that is, provoke people to communicate.
Finally, changes in algorithms lead to the use of blogging. The format, more familiar to Instagram, is becoming relevant in FB.
Let's go through the key rules that will allow you to create a flow of customers from Facebook, that is, to make this social network a stable source of traffic for your business.
Rule 1: Goal, Strategy, Funnel
Without this mandatory starting rule, you should not go to any social network or other promotion channel at all.
Goals can be different, each business can have several of them at once: finding new customers and lead generation, increasing brand awareness, searching for a target audience, advertising new products or services, building a new communication channel with the audience.
Strategy — it is how you achieve your goals (with what steps). This can be a promotion plan, content, advertising, etc.
The sales funnel involves the passage of stages by a potential client on the way to a purchase or other targeted action. You need to clearly understand how your Facebook funnel is built. Classic funnel — You can lead people through a page or ad to your site, generating traffic. All this is better to prescribe and fix in advance.
Rule 2: Selling Design
If you understand your goals, developed a strategy and have an understanding of the funnel, then you need to make sure that absolutely all elements of your page sell.
Pictures, a store, services, reviews (which is an extremely important selling element in the medical business) can sell.
Promoting your business on social media: what role does content play
Priority goes to the cover of the — it should reflect the scope and essence of your business, as well as serve the purpose for which the page was created and the business went online.
If you use a call to action button, make it relevant to your goal. If the goal is traffic to the site, then this will be the "Shop" button. If you're expecting calls from customers, then the "Call" button will obviously be your choice.
The set of tabs in the page menu should also be relevant to your business. Feel free to fill out the "Services" tab if it suits your company. The importance of the reviews tab needs no explanation at all.
Rule 3: Content Strategy
All content posted on the page should lead people to your goals in one way or another.
Remember, like two and two: the audience comes to social networks for communication! Initially, users do not come here to buy — they come to chat, read funny publics, argue about politics, read news and interesting useful articles. But in order for people to buy, you need to build your own special funnel.
The content funnel consists of 4 key stages: awareness, interest, decision, action.
At the stage of awareness, a person wants to see materials that are valuable to him. Therefore, it is not necessary "on the forehead" write about your services — first unobtrusively talk about their benefits. In the next two stages, it is extremely important to show the person why this particular way of satisfying his need is the best for him.
These are cases of your work, examples, video reviews, interesting descriptions of goods and services, testimonials from satisfied customers. At the last stage, positive feedback, working conditions, after-sales service and guarantees are also important.
This is what a content funnel looks like using medical device sales as an example. A series of publications is being developed: first — informational posts (what you need and how it works), then — short video reviews with specialists and this equipment without intrusive advertising, at the end you can already talk about how the equipment purchased from you is serviced and what the client receives from the purchase.
Promotion of medical services on the Internet: e-mail mailing
The content strategy should also contain different types of posts: informational (medical industry news, partner news, industry events, company news), useful (tips, life hacks), entertaining, engaging (interactive), selling (there should be fewer of them ).
The content strategy turns into a content plan with specific headings, text posts and visual design — for a week, two or a month.
Remember regularity! Even a week of downtime in social networks will cost you dearly.
Rule 4: Promotion plan + targeted advertising
But it's not enough to create a page, because customers will not automatically flock to you! We still need to promote a new business page.
Make the most of all free promotional tools first.
You can start by attracting friends. It's good to send a short message of thanks to each new subscriber of the page.
If you have a database of customer emails, you can send out emails with an offer to subscribe to a Facebook page, explaining what the person will benefit from this subscription.
Include a link to your page in all — printed booklets, emails, other social networks, other traffic channels. Integration with other channels — this is generally a must have: all channels must be interconnected. For example, widgets are required on the site, etc.
Game mechanics work for b2c business - contests, sweepstakes.
Viral content, live broadcasts and chat bots in instant messengers work absolutely for any business.
These are not all free tools, but their capabilities are quite limited today, so you can't do without paid advertising.
The most important thing about targeted advertising — this is your offer (what you propose to do to the audience) and settings.
Research your target audience carefully — even if it is very broad, you need to break it down into segments for different offers and different products. It's impossible to offer the same service to teenagers and senior citizens, right?
Facebook advertising tools that are relevant to your goals should ideally be tested to determine the ones that are right for you. Good luck conquering Facebook!
Recall that Alyona Kotlyar is a speaker at BusinessShot!
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