You have heard of SEO and optimizing your website, but have you optimized your business Facebook account? Are you using Facebook to market your small business properly? Or do you find yourself confused and lost?
In the past, Facebook was just considered a social tool, a way of communicating with clients and potential clients in hope of winning their brand loyalty or interest. While Facebook is still used in this way, it has also grown to become a much stronger platform that every before. Unlike PPC campaigns like Google Adwords that relies on a specific search for a specific product or service, Facebook can serve up ads to people it’s algorithm knows would be a good match for your small business.
You see, on Facebook we all give away information about what we are interested in and what we are doing, which is held in a database. Getting ready to move, advertisers can target this. Newly engaged, just had a baby, going to have a baby, have children of a specific age, love traveling – all of this is recorded in a large database that is used to monetize Facebook for advertisers.
As creepy as it sounds, for those with small businesses, leveraging Facebook marketing is easier than ever and rather affordable.
So how do you use Facebook marketing for your small business?
- Install your Facebook tracking pixel. The tracking pixel has been out for a few years but recently it has been modified and updated. Most pages I have examined do not have the tracking pixel and are missing out on a whole lot of very targeted information they could be gathering. A tracking pixel places a cookie on any visitor to your website’s computer so that you may retarget you advertising toward them. Facebook even tracks engagement you may have on Facebook, which indicates interest in your brand. For marketers, this information is nearly priceless.
- Build a series of ads to serve up to the unique audiences you have built after your Facebook pixel has been installed. Audiences should include people who have visited your website, people who have visited specific pages on your website, people who have purchased, people who have visited your website and didn’t purchase. Each type of visitor requires their own unique message. Just as email automation and sequencing proved to be valuable if set up correctly, so is Facebook advertising automation.
- Optimize your organic posts and post regularly. Just because you now have a Facebook pixel and are advertising doesn’t mean you should become lax on your organic posts. When posting organically, follow the rules of engaging your audience but also remember to optimize your posts. To optimize a post means to include keyphrases in the post copy. For instance, if your company provides trips to specific areas that someone might be seeking such as Coyote Canyon Sedona your Facebook page will be included in the search engine results.
- Include the address to your office on your Facebook business page. This will help boost your local SEO. As mobile searches are becoming more prominent and Google is now serving up data based on your location, it is possible your Facebook page will show up with your website. Having an address on your Facebook page that matches the address on your website also reinforces your website’s local SEO and presence, giving it more authority. Your phone number and address can be completed on your Info tab.
- Create a link from your website to your Facebook page. This seems obvious but so many people add social sharing buttons but forget to hard link a Facebook Icon image on their website to their business Facebook page.
- When posting on your Facebook page, don’t’ forget to provide a link back to your website. It is surprising how many businesses forget about this very important detail. One will see this beautifully crafted post which for example shows and demonstrates all the wonderful things you will see on XYZ adventure and then the reader is left without a link to that specific adventure’s details on the website. Because links back to your website can be long and ugly, be sure to shorten them, preferably with a tagged and tracked campaign system such as Google’s URL builder.
- Use square images rather than random horizontal or vertical images. Statistics, according to Facebooks Mari Smith, have shown people will click on images that are perfectly square more than they will click on images of unusual sizes. Whether Instagram kicked off this phenomena or not, all we know is that it is a fact.
- Calls to action are still relevant when used sparingly. Ask people outright to share what they think or share the post if they like it, or to click on the link. While that might seem salesy or cheesy, it’s surprising how it doesn’t occur to people to comment or share when they see your post and feel the need to do so.
Marketing your small business on Facebook has become more technical and a bit more challenging today than it ever has been, but on the positive side it also is much more effective. Having witnessed Facebook advertising bring in up to 10X returns on investments, it is well worth diving into and understanding.
About the Author
Pamela Ravenwood is a Facebook Marketing specialist and digital marketing strategist for SEO Essential Solutions. She has been working in digital marketing for over eight years and has helped large white water rafting companies completely book out a year ahead of time and adventure tour companies earn high returns on their Facebook advertising campaigns. Ravenwood specializes in adventure travel and tourism marketing.