Facebook Marketing 101 For Small Business

by Emily Retherford

5 min read

When entrepreneurs take their business to social media, the first place they usually go is to Facebook, and rightfully so. “Fish where the fish are” is a proven strategy, but there is a lot to learn if you really want to get some business results from Facebook.

*Disclaimer* If you haven’t read our post “Does Your Business Need Social Media?” I suggest you take a quick look there first, as this post is assuming you know what you’re getting yourself into.

Using Facebook for a business is very similar to how you would use it for personal use as far as content goes. People who follow your personal account like pictures, videos and posts about you and your life and you share things that you think they might like. The same is true when you use Facebook for your business. Think about your audience (customers) as being friends of your business. Create and share content that you think they will care about. The difference when using it for marketing is that you have business objectives you are trying to achieve which you will have to measure.

First thing is first though, stop thinking of Facebook as a social network, and start thinking of it as a marketing platform. There are many tools and features that people using Facebook for personal use don’t need or know about, that can help your business get the most out of it. In this blog post we are going to touch on some best practices, as well as some of those Facebook features that you might not know about.   There can be a lot to learn on Facebook, but don’t be intimidated. You are allowed to walk before you run.

Metrics
The first thing you are going to want to do is learn what metrics are important for your business on Facebook. You will have to decide what you want to get from marketing on Facebook, so to give you somewhere to start, here are some of the things you can measure on Facebook.

  • Page Likes: Total Page Likes is the number of unique people who like your Page. New Page likes shows the number of new likes your Page received during the last 7 days, compared with the previous 7-day period.
  • Post Reach: Total Reach is the number of unique people who have seen any content associated with your Page (including any ads) during the last 7 days. Post Reach is the number of unique people who have seen your Page posts.
  • Engagement: People Engaged is the number of unique people who have clicked on, liked, commented on or shared your posts during the last 7 days. Likes, comments, shares and post clicks show the totals for these actions during the last 7 days.
  • Fan Reach:  This is the number of people who see your post organically either directly from you or from one of their friends.
  • Post Likes:  Number of people who liked a specific post
  • Post Shares: Number of people who shared your post with their friends.

Boost your posts
Recently Facebook changed their algorithm making it more difficult for brands and business pages to reach their audiences organically. This simply means if you don’t put a bit of money behind your posts, everyone who ‘Likes’ your page might not see them. So put aside a few dollars a month to ‘Boost’ your most important posts. This doesn’t have to cost you a fortune either, as little at $5 a post can help get more eyeballs on your message. You can promote your post after you publish it by clicking the “Boost Post” button on the bottom right.

Promote your page
Another pay for play option on Facebook is promoting your page. This can be another fairly cost effective way to grow your audience and find new potential customers.  This will put your business into the news feed of the people you choose to target. You can target by things like location, age, interests, profession etc. You might want to run a few different tests to see what kind of targeting give you the best bang for your buck. Here are some basics for promoting your page.

Play with custom audiences
Custom audiences are one of the best features Facebook has for advertisers. This Feature gives you the ability to create your own group of people to target with your ads. For example, if you have people sign up for a newsletter on your blog, you can then export a list of their email addresses, upload them to Facebook and target those people with a specific ad.  This can be really great when you want to talk to one group of customers differently than another and make sure everyone sees the right message at the right time. Here is some more info on custom audiences.

Use Multi-Media
Video and pictures rule in social and Facebook is no different. If your post doesn’t have a picture or video, it has a significantly lower chance of having someone engage with it. Depending on your business type, these pictures could show off your product or service, or show off how your product can improve your customer’s life. After all, your customer is really looking for what value your product can add to their everyday life. Pictures of people using your product or enjoying one of it’s benefits will likely engage more than just a simple product shot.

Think Mobile
When you are creating content think mobile. After all, 85% of people who have a smartphone have the Facebook app installed and over 1 billion people use Facebook mobile worldwide. That’s so many people my head just exploded and yours probably did too. So when you make those awesome pictures and videos you are going to post make sure that they are going to fit nicely in your customer’s mobile feed. Here is a handy dandy infographic that you can always go to for reference on Facebook sizes.

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