We may be into 2021 now and although most budgets just started over, chances are really high that your budget has been reduced due to Covid-19 last year.
If that's the case, this is for you. Well, that and your target audience is on Facebook (that's helpful, too).
Here are 10 tips for entrepreneurs and small businesses who know the value of marketing but have a limited budget for putting that plan into motion.
Let's review 10 ways you can present value to your ideal customers on Facebook in an organic way (all are FREE except for 1):
Post content with intent - be intentional by creating a content strategy. Focus on value and being present where your ideal customers are spending time.
Try to blend in - don't be one of those brands that only talks about yourself and what you're selling. That is a quick route to being ignored (and failure!). Blending in is about providing value, helpful information that your target audience will remember you and use what you share when they need to.
Use a content calendar - this is extremely helpful in keeping you consistent, organized and relevant. If you don't have one, you can use this one. I created it so you can also track results in the same place.
Optimize your profile - if you haven't evaluated what followers of your Facebook business page sees, review it and make sure it's still relevant. If you are a service-based business, be sure to have the reviews tab toward the top (this is especially critical if you spend most or all your time engaging with your audience on Facebook - it helps with the algorithm).
Create a Facebook Community/Group - if it makes sense to do so based on your purpose and followers. It's a great way to deepen connections with your ideal audience and an opportunity to offer more value to those interested. If it's not part of a paid solution like an online course, inviting your target audience to the group for a reason will give you insight into how engaged they are with you and help you better understand how 'warm' they are.
Use Facebook Stories - using this feature will give you an opportunity to expand your brand to people who aren't already following you, give new perspectives to your target audience and create new ways to engage with them. Since these are temporary (last for 24 hours then they disappear), you can share on-demand information, fun events, behind the scenes information, etc.
Review vanity metrics (but don't dwell on them) - it's important to evaluate content to understand what's working and what's not, but don't get hung up on the likes and follows of every post. When you get caught up in the vanity metrics like that, it keeps you from getting a higher level overview of what your ideal customers like and don't like. It's best to look at Insight to get a gauge for content that working.
Use Messenger to connect with prospects and for customer service - Using Facebook Messenger is a great way to deepen the connection with prospects and customer service. Since people can send you a DM while they are in Facebook or as a separate app on their mobile device, you are sending the message that you're available, you want to help and most importantly you want to resolve questions and issues as soon as possible. If you're a larger company or you get inundated with messages already on Facebook, evaluate the types of questions and if they can be grouped together (think FAQs), consider using the Facebook BOT to automatically respond to messages to free up time to focus on other things.
Try advertising using a small budget (even if it's $100 a month) - you'll find a completely new audience by advertising on Facebook than you would organically posting. Even with a small budget you should consider paid advertising on Facebook if you want to expand your reach and/or increase your sales and customer base. You don't have to be a big player to participate and by using the targeting features when you place an ad, you're able to better deliver your ad to the most relevant audience for your solutions.
Try Facebook Custom Audiences video retargeting - uploading videos on Facebook or going LIVE on Facebook is the first step to engaging on a deeper level with your audience. This makes them feel like you're talking directly to them. And it's the next best thing to a 1:1 conversation! Video retargeting takes our video viewers to level 2 of engagement. If you have 50% of your audience view a video on healthy eating, Facebook Customer Audience video retargeting allows you to then deliver a 'follow-up' video such as 10 reasons to eat your vegetables every day to that 50% who viewed the video, you're now getting a deeper gauge of that group and receptiveness to not only your content but nurturing them through the buying process with you.
Are you a small business or entrepreneur who needs help with generating new revenue in 2021? Let's discuss and see how Facebook organic and/or paid advertising might help you achieve your goals. I talk all things marketing so we can discuss that, too. Apply here!
Connect with me on my Facebook business page.
Vicki O'Neill is a Marketing Strategist and Marketing Coach in Ohio who helps small business owners create a marketing strategy that aligns with business goals. She helps connect the dots between target customer pain points and solutions. Vicki founded KenKay Marketing in 2011, started her marketing and sales podcast Connect the Dots in 2018 and launched a 2nd podcast The Power of 3Xi n 2019 with her Gen Z daughters. Connect with Vicki on social media wherever you spend time. Join her community and receive marketing tips that you can take action on immediately!