Market Your Services with Facebook

Facebook has 1.7 billion followers and continues to grow. It offers every business access to a huge audience. To connect with people there, you need a business page. You also need to use the tools provided.

Here’s a look at how to market your services on Facebook.

Create your page.

You need to set up a personal account to create a business page. You don’t have to use the personal account, but you can’t skip over that and create a business page without one.

When you create your page:

  • Name the page with the EXACT name of your business
  • Use your current logo as the profile picture
  • Use an image that is branded to your business or related to your business as the cover image
  • Complete all the relevant fields
  • Make sure you enable a way for people to contact you

Attract people to your page.

Let people know about your page as a way to connect with your business. Add a link to your website and your email signature.

If you actively use your personal Facebook page, post there and invite people to visit and like your page. Facebook lets you invite personal connections to like your page with just a click.

Make your page valuable to your audience.

Keep your page active with information that your audience wants and needs. You want to create an ongoing connection, so you need to give them a reason to come back again and again.

Post your latest news and information regularly. Make sure your Facebook visitors get all the latest about your business and what you offer.

Consider using the Facebook Live option. You can have a live event right on your Facebook page!

Use the Events option to share your events on and off of Facebook. Events posted to Facebook are shared beyond your followers. Facebook matches events with interests of users to help them find new things they may be interested in.

Be interactive.

Be sure to reply to any comments your posts may get. Also monitor to see if you get any direct messages to your page. Anyone who takes the time to reach out to you should get a response.

Budget for paid ads.

No matter how many followers you gain, Facebook won’t share your information very widely for free. To be visible you need to pay for boosts and/or ads.

Once you get your page created and are actively posting, start using paid features to attract interest. Boosting a post is the easiest paid option. You simply click “Boost Post”, select your audience parameters and budget.

There are other ad options to attract new page likes, drive visits to your website and more. You can explore the Ad Center area of your page to see the options and evaluate which will help you reach your goals.

Fine Tune Your Facebook Ads

The reality for brands is that you have to include paid ads as part of your Facebook strategy. Without ads, brands get little or no exposure on the platform. Facebook has added tools to help marketers to fine tune the impact of their ads.

Facebook has expanded ad metrics to provide more granular ad performance data and help advertisers drive better response.

  • Quality ranking – How your ad’s perceived quality compares with ads competing for the same audience.
  • Engagement rate ranking – How your ad’s expected engagement rate compares with ads competing for the same audience.
  • Conversion rate ranking – How your ad’s expected conversion rate compares with ads that have the same optimization goal, and compete for the same audience.

If you’re looking to maximize your ads, Facebook offers a table of tips based on each measurement.

Here are more tips for creating the most effective Facebook ads.

Facebook Strategy 2020

Facebook is one of the largest social media platforms in the world. According to the latest data from Pew Research Center seven-in-ten U.S. adults (69%) use Facebook. Despite bad press about privacy and bad actors, it is still a place your business needs to be.

It is not easy to compete with other marketers on Facebook, so I offer these tips for success in 2020. Use these strategies to stand out among your competitors and effectively target your intended audience.

Start with a Facebook Business Page

I am surprised by the number of businesses that choose to market using a personal profile on Facebook. Even with the reduced reach of company pages, you want to use that type of page for your presence on Facebook.

A Facebook business page has its own set of advantages that can help you promote your business. It not only represents your brand but also provides a way for your audience to like and follow your page. Then they can receive updates from your page in their news feeds.

Having a business page also gives you access to Facebook analytics tools, which you can leverage to track your performance. You can also boost posts and create ads. (More on paid strategies below.)

Be sure your Facebook business page is optimized to get maximum visibility and engagement. Your Facebook business page often gives people the first impression of your brand. So, make it relevant and engaging.

  • Be sure your name, address and phone is exactly the same as it is everywhere else online
  • Use your latest branding for the profile image
  • Use a high-quality and relevant cover photo
  • Make your messaging consistent with your website
  • Use relevant keywords throughout your page content
  • Complete all relevant fields and tabs

Layer in Paid Strategies

Facebook has decreased the amount of exposure that brands get organically (free) on the platform. So, to get attention there, you need to have a paid strategy.

Facebook boosts and ads provide very precise audience targeting options. There are several options based on your goals. All you need to do is pick your goal and step through a series of screens to create an ad.

Facebook will suggest a budget, but you can control the actual spend per ad. After you have tried a few types, look at the Insights to gauge what’s most effective, both in terms of ad types and budget. You should be able to have measurable impact for $100 or less a month.

Use Facebook Video

Video is one of the most effective types of content that you can use for your Facebook marketing. Native videos get more engagement and views than any other type of content there.

A recent study analyzed over 187,000 Facebook pages and 7.5 million posts. They found that native videos get 168% more interactions (reactions, comments, and shares) than YouTube videos.

Here are some best practices for posting Facebook videos:

  • Most Facebook users watch videos with the sound off, so use captions
  • Use the Facebook Live feature to stream live videos directly from your mobile phone
  • Q&A or tutorial type videos get the best engagement
  • Make your videos engaging and relevant, rather than promotional

Pay Attention to Your Competitors

Follow your competitors on Facebook so you can model their best efforts and avoid any disasters. Pay attention to their posts and the comments.

Something that gets great engagement is probably something you should model. Learn from any complaints and leverage the insight in your marketing.