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Facebook can be an excellent tool to help small businesses to increase profit and attract potential customers. A well designed and curated Facebook page helps to gain exposure, cultivate relationships, and communicate with your target audience. But increasing Facebook fans and engagement on your business page requires dedication and specific marketing skills. We’ll dive into the skills you need and give you some tips so that you can actually see a return on investment on your time marketing your small business on Facebook.

Facebook Small Business Marketing Skills

Although we’ve previously supplied several quality Facebook tips for small businesses, it can still be a challenge to actually see an ROI from the network. Why? There are a few reasons:

  1. The Facebook Algorithm: If you have not successfully engaged your audience in the past, Facebook will lower your organic reach.
  2. Competition: There are many businesses on Facebook. This includes direct competitors and national businesses. Many are vying for the same eyeballs.
  3. Time: Small businesses usually run on tight margins and with a small crew. This means resources are tight.

Does this mean that your small business can’t succeed on Facebook? Not at all. Let’s see what you can do to increase your chances of successfully marketing your business on Facebook.

 

Maximizing reach on Facebook

1. Maximizing Reach

Facebook Reach is the most challenging thing out there. If you don’t get engagement (likes, reactions, comments, and shares) then Facebook’s algorithm kicks in and drops you in organic reach. That means that the people who follow your page will have fewer chances of seeing your status update.  You need to keep an eye on analytics to see if your posts are reaching your followers. Check Analytics to see when your fans are on-line. Publish around this time. Then analyze the posts that get the most engagement and reach and analyze why they did so well. Work to replicate what made these posts so good.




2. Knowing Your Audience

Once you understand your Reach, you need to make a point to understand your audience. For example, what you post on a Facebook page for car lovers will be different than what you post on a page for moms. Don’t assume that you know what your audience likes. Analytics will tell you what your audience responds to. You also need to make sure you’re posting at the right times of day — when fans are most likely to be on Facebook. If your page targets school teachers, it wouldn’t make sense to post during the day while they’re at work.

3. Using Creative Images

Images, GIFs, and videos drive Facebook! Humorous, emotional and powerful images are likely to get more engagement. To keep your Facebook fans engaged, create & share images that get your followers to like, share, react & comment on your posts.

Note: As we’ve previously suggested, share images of your products or photos of your customers enjoying your services. Greenish and blue-gray hues tend to be less popular compared to colors like aqua, bright red, navy and chartreuse. And open scenes with little activity tend to be unpopular.

4. Listening

This one is still very much true, and perhaps even more so. The best social media pros listen the most actively and most aggressively. Make sure you pay attention to your notifications, but also use tools to know whenever your brand, business, or its principals are being mentioned online and on Facebook.

5. Pattern Recognition

This is getting more and more critical as the data and complexity of social continues to ratchet up. Are these posts on our Facebook page a crisis in the making, or just noise? Where are the real-time marketing opportunities? Instantly identifying patterns and being able to capitalize upon them are some of the skills that separate good social practitioners from great ones.

6. Visual Thinking

Yes, you need to be a great writer if you are going to succeed in Social Media, but images are the first thing people see when your status hits their feed. This means you need to be able to capture their attention with the image before they move onto the write-up. Today, with every social network embracing visuals and multi-media, being able to represent the brand visually is absolutely critical. If you’re in social media, you should take at least a few photography and basic graphic design classes.

7. Statistical Analysis

You need to take time to analyze your analytics. You need to understand what works, what doesn’t and what may. Data and metrics will get you to success. Take a quick course in excel and data analysis. This will make a huge difference to your business’ success on Facebook.

8. Use the Right Tools

Yes, I know we said 7, but we’re going with 8 because the right tools will make all the difference when it comes to Facebook marketing. If you think that marketing your business on Facebook manually will work, you’re in for a rude awakening. You’ll forget to schedule things, you’ll miss engagements, and Facebook will become a thing that you ignore when there are time sensitive matters for your business. Instead, use a social media tool like Socialdraft. With Socialdraft, you can:

  • Schedule posts ahead of time to Facebook pages as well as Instagram, Pinterest, Twitter and LinkedIn
  • Reply to comments on your Facebook page
  • Pull reports to track your performance
  • Keep an eye on your business’ online reputation
  • Schedule one-time, recurring, or duplicate posts
  • Schedule in bulk with a CSV
  • Set up different users with different permissions
  • and much more.

If you are curious as to what Socialdraft can do for your business, take us for our risk-free trial and ask us for an on-boarding session so we can teach you all the ins and outs of the dash so you can get the most out of your social media marketing efforts. We look forward to helping you achieve success.

Facebook is an excellent tool to help increase brand awareness and attract potential customers for small businesses. A well designed Facebook page helps to gain exposure, cultivate relationships, and communicate with your target audience. We have featured many instructive and helpful Facebook articles on Socialdraft.

One of the most noteworthy Facebook topics include “Engagement,” which consists of three components: Likes, Comments, and Shares. Engagement plays a large role in who sees your posts, and the level of engagement is a major factor in Facebook’s algorithm which determines which News Feeds your posts get displayed in and how many users you’re able to reach.

We’ve also discussed using creative images when posting on Facebook. To keep your Facebook fans engaged, you must create and share images that get your followers to Like, share and comment on your posts. Try sharing images of your products or photos of your customers enjoying your services. Greenish and blue-gray hues tend to be less popular compared to colors like aqua, bright red, navy and chartreuse. And open scenes with little activity tend to be unpopular.

More recently, we’ve discovered 4 advanced Facebook tips to promote your brand, courtesy of Kevan Lee. Some of these tips are new and some reinforce the validity of effective promotional Facebook topics we’ve already covered.

Fridays Are Facebook's Best Day For Engagement

1) Fridays Are Facebook’s Best Day For Engagement




The Social Intelligence Report from Adobe analyzed over 225 billion Facebook posts from the past two years to come up with some data-backed recommendations for Facebook marketers. Their research on the best day to post indicated Fridays was the best day, which received more comments, likes, and shares than any other day of the week. The obvious takeaway here is to post more photos–and not just any photos. Choose photos that support your post or tell a story on their own. Certainly, Facebook pages are already embracing photos as posts: 75% of page updates are photos.

Biggest Traffic Drivers are Facebook Pinterest Twitter

2) Biggest Traffic Drivers are Facebook, Pinterest and Twitter

In terms of quantity, Facebook, Pinterest, and Twitter are the top three referrers of traffic. A Shareaholic study looked at a four-month period of data (December through March), covering more than 300,000 websites. In their study of engaged traffic, the lowest-performing sites for referral volume came out on top for engagement.

YouTube, Google+, and LinkedIn ranked as the top three sources for referrals in terms of time on site, pages per visit, and bounce rate. Get involved in social media accordingly. If you’re after a big reach and spreading brand awareness, go with Facebook, Twitter, and Pinterest.

The Shareaholic study also revealed that Facebook is the supreme king of social referrals. Last February, Facebook drove 21.25% of the overall traffic sites received. Since December, Facebook’s share of traffic grew 38% (5.81 percentage points). While brands enjoy hating on Facebook for limiting the reach of Pages and then forcing businesses to pay for ads, Facebook still continues to refer high traffic to websites when users share links they enjoy with all of their friends.

Interactions Per Post on Facebook

3) Interactions Per Post

Earlier this year, Social Bakers analyzed more than 40,000 pages to see exactly where the average engagement lies for pages of all sizes. Pages with 1 to 9,999 fans: 28 interactions per post 10,000 to 99,999 fans: 118 interactions per post. 100,000 to 499,999 fans: 385 interactions per post.

Interactions represent the total of comments, shares, and likes. In addition to the benchmark data above, Social Bakers also found that interactions on a particular post are directly correlated to a post’s reach. The more engagement a post gets, the more people will see it. Measure your Facebook page’s success against the benchmarks in this Social Bakers study. As time goes on, reach and interactions may continue falling, so these targets could be great to aim for but not the end of the world if you miss.

Photos Drive Engagement on Facebook Pages

4) Photos Drive Engagement on Facebook Pages

It’s likely that a stat about the power of visual content is not surprising to you, but how about a stat of this magnitude? According to Social Bakers, 87% of a Facebook page’s interactions happen on photo posts. No other content type receives more than 4% of interactions. The obvious takeaway here is to post more photos–and not just any photos. Choose photos that support your post or tell a story on their own. Certainly, Facebook pages are already embracing photos as posts: 75% of page updates are photos.

How to Manage & Grow Your Social Media Accounts

 Socialdraft is your all-in-one tool for Social Media management. Socialdraft allows you to:

  • Schedule posts to multiple Social media accounts
  • Monitor your online reputation
  • Have multiple people create and post content
  • Pull Reports
  • Engage
  • and much more

If you’re curious about how Socialdraft works, take us for a risk-free trial. Have questions?