In 2012, Facebook changed its algorithm and this made it more difficult for small businesses to expand their organic reach on the social media site. Posts that used to easily reach fans are not getting nearly as many views so business owners need to get creative in how they market their brand and they need to shift their focus to quality over quantity when it comes to how many likes a post gets. Each post must multitask and work to explain your brand and why it is great at the same time.
Your Facebook Theme
Your theme involves your facebook timeline covers, what your posts center around, and your avatar picture. All of these should be closely associated with your business and the industry that you are in. For example, if you work on or sell cars, your page should be all car-related. Have a car for a Timeline cover and an avatar photo. Your posts should revolve around your business and the automotive industry. Staying on topic ensures that your fans remain fans and it helps to pick up new ones who are interested in the industry that you are in.
Target the Right People
When you are trying to get more people to know about your brand, you must target those who would be interested. For example, if you own a women’s clothing boutique, targeting teenage boys is not going to help you very much. You want to target women because this is who your business serves. Another example is if your business is related to fishing you will target men, but you also want to target women who are outdoorsy. Know who your audience is and tailor your page and your posts to these people.
Ensure That Your Posts Have Value
When you post something, think about how your fans will benefit from the post. Save your sales pitch for those who are considering investing in your business. Instead, use a more subtle approach to tell people why your product or service is the best available. Do this by telling them how it will benefit them and how it fits into their daily life. For example, if you are trying to market a cookbook, you need to tell people how your cookbook will make their life easier. Take a unique approach and avoid general sales tactics. You can also post the occasional promotion, but do not go crazy with these or else people may expect to always get your products or services at a discount.
Taking Your Content to the Local Level
If you are a small business located in a specific area, target a large percentage of your content to this area so that your target market is seeing what you are posting, according to Mashable. Tell your fans why they should come out and see what your business has to offer and make your business and brand recognizable to the locals. If you have more than one location, be sure to give all of them equal attention.
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- Tips for Marketing Your Small Business on Facebook - November 13, 2013