It’s no secret that Facebook is the top social media platform (even those of us that remember rotary dial phones, perms, and dial up internet have an account!). But beyond catching up with old college flames or sharing life events and family photos, Facebook is a fantastic way to engage with your ideal clients… because they’re already there! A lot. In fact, according to Tech Crunch, users log in for an average total of 50 minutes per day! A commonly taught marketing strategy is to figure out where your clients are and meet them there. And, with over 2 billion users, it’s safe to say your niche is right here, waiting for you.
But the question is, how do you find (and engage with) your target audience in the sea of sponsored ads, cat videos, and memes?
While it’s true that organic (un-paid/free) reach has gone down in the recent years, and incorporating a paid Facebook marketing strategy is needed at some point to expand your reach, it’s still possible to have a big impact on your audience using these methods…before investing in an ad spend.
Let’s explore some commonly overlooked ways to organically grow your audience using your Facebook business page:
- Optimize your page for SEO. I know, you thought social media was the place to escape the pressure to have a good SEO score! But the truth is, a few simple swaps will not only make your business page search friendly, it will position your page as a valuable resource.
- Your page name should align with your brand. The page name you choose should match and align with your brand name.
- Pick a descriptive (and memorable) username. The username is what appears in your Facebook URL. You can reuse your page name here or use more search friendly keywords which will help your target audience have an easier time finding you.
- Use descriptive keywords in your About section. This will make you searchable when people who need your service use the common keyword search in Facebook. Your About section is just as important on Facebook as it is on your website – consider it valuable real estate.
- Reuse those relevant keywords throughout your page. Especially in the different sections like story, business info, and more info. Also, integrate them into your services tab as well. Doing this will increase your chances of popping up in a search.
- Choose the appropriate page category that best describes your business. There are different templates that change the tabs, sections, and features of a Facebook business page. Make sure you’re utilizing the right one! You can change from the standard template by clicking settings and then ‘edit page’ on the left menu. This simple swap can take your Page to the next level, enhance the user experience, and direct your page visitors strategically (get them closer to signing up for your email list and wanting to work with you).
- Turn on the Preferred Audience Feature. A big draw to paid Facebook ads is the audience feature where you can select who sees your ad based on gender, interests, location, and more. But a little-known secret is that you can do this organically as well!
- Click on page settings -> “Preferred Page Audience” -> “set preferred page audience”. You will see options to select your audience by gender, interests, language, age, and location.
- Next, enable the News Feed Audience and Visibility for Posts feature in page settings. (may also be called: “Audience Optimization for Posts”) Click on the settings tab and then under General Settings, find “News Feed Audience and Visibility for Posts”. Click “Edit” and make sure this feature is turned on. This preferred audience option will now be available whenever you post!
- “A picture is worth a thousand words”. Images are highly engaging and eye catching as someone scrolls through their newsfeed. While graphics used to be complex to create, user-friendly software like Canva has removed the guesswork with stunning templates and free design advice. The first image to focus on is the one that everyone sees when they first land on your page… your cover photo. It should not only be eye catching, but it should give some clue as to what you do. Also, it’s is a great spot to promote your free offer. Connect the ‘Learn more’ button right below the cover photo to entice them to take action and get on to your landing page or services page. Not only does it get them on your website, it get’s them on your email list! The ideal size for a Facebook cover photo is 851 x 315 pixels.
- Post engaging content. I know, “uh… duh?”. But the truth is, while everyone knows they should post engaging things, it’s far easier said than done. Here are a few tips to keep you on everyone’s favorite list:
- Use a pinned post at the top of your page that is eye catching and sparks interest in your business. The post should have some sort of call to action and lead them to either your website or landing page.
- Provide real value. Get into your client’s head and figure out what their current pain points are. How can you help them? This kind of content will not only build trust and authority, it will get them to interact with you and your business.
- Create polls, discussions, and quizzes. This gives your audience something to DO with your content and gives you data on who’s interacting with you.
- Don’t always be so serious…. let your personality shine through!
- Take advantage of Video. Just like images, videos are a great way to catch your audience’s eye! Facebook Live is great not only because it notifies your followers that you’re on, it collects data in the background. People who watch your video can be retargeted with a Facebook ad at a later date. Plus, Facebook actually favors video and will give you a greater reach. (live video more so than uploaded video)
- Interact with your audience. Of everything on this list, this is the simplest. If someone leaves a question on your post, answer it! If someone leaves a comment on your photo, reply to it! If someone sends a message, answer it! These are things people really notice – especially in an instant gratification world. In fact, Facebook actually rewards you for engaging and interacting with your followers on a regular basis by expanding your reach! Once your business grows and traffic increases, consider hiring a virtual assistant to help you keep up with the volume. Here are a couple advanced tips:
- Set up an autoresponder on Messenger. This ensures that even when you’re not online, your customer is taken care of! Go to settings -> messaging -> response assistant to create your message.
- Cool advanced tip… create a post that hooks up to your FB messenger! You ask people to comment in the thread to get more information on something… and then when people comment, they get subscribed to your messenger bot. Wait, what?! Yep, you have now started a direct dialogue with them.
- Create a Facebook group (if this is your thing & you’re up to the task). I add that disclaimer because groups are not a passive or easy thing to keep up with. But, they create a more intimate setting and community feeling for your customers, so they can be very beneficial. A few good rules of thumb are:
- It should be a private group that people must request to join.
- Utilize Facebook’s group admin tool to screen new members with a questionnaire so you can ensure they’re the right fit for your group! You can ask people requesting to join up to 3 questions.
- Make sure it is framed as a community with a particular goal. Interact and nurture the relationships formed to help them along the way.
- Concentrate on them and their problems – this will turn them into a community that thrives, grows, and supports one another.
- Interpret your page’s analytics. This is a great way to get a snapshot of your post’s reach, popularity, and engagement as well as new likes. You can use this information to create more targeted content or even create new offers!
Did you find these Facebook marketing tips helpful? Are you ready to up your marketing game, get more eyes on your online coaching business and bring in more consistent ideal client leads? Facebook ads can do exactly that. Apply for a free strategy call and I’ll help you map out a plan! >>Schedule your FREE strategy call below<<