Many small businesses make the mistake of thinking that good content on social media equals a sales pitch. However, the best way to engage potential customers is with appealing stories and not a non-stop flow of information about your products and services.
Constant advertisements that nobody is engaging with is not only ineffective in growing followers and selling your products/services, it’s likely actively repelling potential customers.
While some content related to your products and services should form part of your business’s social media content strategy, it shouldn’t be the only part that is considered. The formula for building a following on Facebook is really no different than traditional marketing – it’s about creating a compelling story around your product, service and brand, and then connecting with your customers in a way that is relevant to them.
An authentic voice tells your story better
It’s really pretty simple – think about the core elements of your brand and then connect with your customers on Facebook in a way that illustrates these values, with compelling content, frequent updates, and in an authentic voice.
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Focus on mobile
If you’re using social media to drive sales, the key focus here is one word – ‘mobile’.
The rise of mobile is the single fastest adoption of technology in history. In Australia, 89% of people own a smartphone, and there are over 15,000,000 active Facebook users. So how can you reach people who are looking at this screen in their hand and not at traditional media?
The obvious answer is to go where your customers are - social media. It’s where they go to discover what matters to them about their friends, family and brands. In fact, 59% of Australian Facebook users access the platform over five times a day, and 64% of consumers are likely to trust a brand if their social interaction with a brand is a good experience.
The advertising options combined with Facebook's targeting tools is a great way you can reach your audience and achieve your marketing objectives – from driving brand metrics like awareness, consideration and purchase intent, to driving a direct response such as an app install, or to make a purchase online or in store.
Test which tools work best for you
There are some great new tools to reach more customers on Facebook, each with a different goal or purpose. Here are the ones you need to know about, so you can see which would work best to help you reach your marketing goals.
Promoted posts: This form of advertising allows small business to easily create an ad directly from their brand page.
Mobile app install ads: Perfect for small eCommerce businesses who want to promote their app at a really cost effective cost per acquisition (CPA). Business owners can set up mobile app install ads directly.
Simple ads interface: The new objective-based interface makes it really easy for small businesses to create an ad in Facebook if they’ve never done it before.
Reach and frequency tool: The new tool allows advertisers to specify the exact audience reach and frequency they want to access through.
Get the most out of your business tools
Facebook is an excellent tool for reaching and interacting with your customers. To explore a great range of other tools to help you reach your business goals, check out Telstra’s Business Tools – including the Otto tool finder, AppFinder™ and Tech Enquiry service – today.