Every Monday, I check the Google Analytics for my clients’ webpages. I’m always impressed by those that use Facebook—I see so much traffic coming to the corporate website via this particular social media channel. Am I surprised? No. You might be asking why. If so, check out this interesting statistic:
Number of people who check Facebook EVERY day:
- 128 million Americans
- 14 million Canadians
If you do the math that is approximately 40 percent of the population of each respective county that is visiting Facebook EVERY day!
That means if your target audience is ANYWHERE in North America, and over the age of 13 with access to a computer, chances are they are pretty heavily represented on Facebook. Therefore ignoring this hub as part of your marketing might not be the best call.
So, why am I impressed to see the traffic coming to my client’s corporate websites? Because BEING on Facebook doesn’t help your business….but USING Facebook effectively can. Facebook just recently launched an updated version of their Facebook for Business resource. It’s definitely worth checking out. Not only for how-to’s on the points listed below, but also for some great success stories that can help you creatively promote your page.
While I’m sure this list is far from exhaustive, here’s some savvy, simple and cost-effective ways to start marketing your small business on Facebook:
1. You need a company page.
Here are 14 great reasons why.
2. Consistently post to your page.
Interesting ideas, tips, important industry/company updates, conversation starters, promotions and contests are what bring your page alive and when coupled with the other points below, these are what will grow your followers and increase traffic to your website.
3. Include calls to action on your page.
Calls to action can encourage your Facebook followers to LIKE your page, share your posts, visit your website, participate in a contest, try your product/service or subscribe to your newsletters/blogs/YouTube Channels/other social media channels, etc.
4. Promote your company page via ads.
There are so many creative ways to do this that can dramatically increase your results. You also need to think differently about these ads. Unlike Google where people are searching for something specific, on Facebook they are typically there socializing. That means your ads need to stand out, entice and distract them from their conversations in order to take action.
5. Boost your posts.
Your posts only reach about 16 percent of your followers, but boosting exposure of these posts for as little as $5 can increase exposure dramatically, and can be directed not only to your followers, but also to your targeted audience on Facebook.
6. Advertise on Facebook to promote your company website.
If you can offer a free eBook, special event or a free trial of your product or service, try using Facebook ads to drive traffic directly to your website instead of only to your Facebook page.
Your Investment in Facebook: A Tally
Time to create a Facebook business page – 30 minutes
(granted this can take longer when you make it fancier and add more functionalities over time)
Cost to create a business page – FREE
Time to post on Facebook – 15 minutes per post
Cost to post on your Facebook page – Free
Minimum cost to boost a post – $5
Time to set up boosting a post – 5 minutes
Minimum cost to advertise per day – $5
Time to create an ad – 5 to 30 minutes
Time to monitor your Facebook effectiveness – 15 minutes at the most per day
It’s easy to come up with reasons as to why a tactic such as Facebook may not work for your business. Believe me, I hear reasons all the time, like: “I’m not a Facebook user” and “I’m marketing to businesses, not consumers”.
My response remains the same: Don’t knock it until you give it a decent try. It will cost you little in time and money to do so, and the payoff could be well worth it!