Strategies and tools to market your business on Facebook in 2020

Simon Arseneau
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As a social network, Facebook has gone a long way from enabling students in colleges to update their relationship statuses to giving businesses around the world a platform to reach potential customers at any time. Whether you are a real estate agency or a neighbourhood convenience store, this social media platform is a necessary marketing tool to tell the world what services you have to offer, your values, and what you can do that your competition cannot.

According to New York Times article, from January 21 to March 24 Internet usage has soared in the United States, with Facebook with Facebook seeing a 27 % boost (4). With even more eyes on the platform and more businesses going digital competition in digital advertising is fiercer than usual. To stand out from the crowd and retain customers, businesses must optimize their Facebook page and use effective marketing strategies to convert visitors into loyal customers.

Getting started with your Facebook Business page

Across all countries, 2 out 3 Facebook users visit the page of a local business at least once a week.(3) To ensure your business can convert those visitors into customers, you need a Facebook page that grabs their attention and gives them all the information they need about how you can help them.

When visitors click on your page’s “About” section, they should see clear and concise information that lets them know what you are all about. There should be basic information such as the company’s phone number, email address, and office address if you have a good old-fashioned brick and mortar store. The profile photo for your Facebook page should be attention grabbing while still being professional. A good logo or a beautiful photo of your business should do the trick.

At EMPOWER we can help you set up a professional Facebook page for your business or optimize it if you already have one.

Standing out with your Facebook page

As of April 2020, Facebook has almost 2.5 billion monthly active users. Instagram, which is owned by Facebook, sits in sixth place with 1 billion monthly active accounts. (2)Of all these users, 1.6 billion are connected to a small business. (3) However not everyone who has launched a Facebook business pages knows how to market their brands to get frequent visitors.

Advertising your products or services on Facebook is not as easy as putting up an Open sign on your door. To stand out from every other Facebook business page you must deliver the right information to your potential customers at exactly the right point in their journey. If you already have a business website up and running, as you should, a blog is a good way to create marketing content, but it is not the most lucrative. Instead you should focus on creating advertising content on your Facebook page that follows the structure of the marketing funnel. (1)

What is a marketing funnel and how do I apply it to my Facebook page?

If you have some basic knowledge of marketing, you might be familiar with the concept of the marketing funnel. However, if this is your first rodeo, you might need some additional information.

The marketing funnel is divided into three stages: Awareness, Evaluation, and Conversion. In the Awareness stage your potential customers must become aware of your business and what it offers them. In the Evaluation stage, the customers have gotten to know you, but they are still only potential customers since they are evaluating your business against your competitors. It is in the conversion stage that they are ready to step up and become customers, hopefully frequent ones. (1)

These three stages each have different content to draw in the leads and finally convert them into customers.

Top of the Funnel (TOFU) content

At the top of the marketing funnel, you are creating content that is freely available, draws attention, and lets potential customers get to know your business. In addition to blog content, this can be social media updates, photos, infographics, or even audio/video podcasts. (1)

Your goal is to entertain and educate people who don’t know what you have to offer. For your Facebook page, this can be posts that highlight your most recent projects, information about your business’ history, or new material you have recently acquired for your customers(’ comfort).

EMPOWER can help you create attention-grabbing content that will highlight your recent projects and will be published on specific dates on your Facebook page.

Middle of the Funnel (MOFU) content

Once your potential customers have gotten to know your business and what you have to offer, in the middle of the funnel you should provide free content to encourage your potential customers to submit their contact information and agree to receive additional marketing information.

Here the content could be quizzes, software downloads, or educational and useful resources. While your prospective customers are evaluating your services and comparing you to the competition, your free content should convince them they should stop at your page and become leads. (1)

EMPOWER can help you generate scheduled content for your Facebook page, such as surveys with arresting images to generate viewer engagement.

Bottom of the Funnel (BOFU) content

The bottom of the marketing funnel is where your leads cross the line and become your customers. This is where your content convinces visitors you are above the competition and your services are worth the purchase. The content that will convert your leads into customers includes customer testimonials, mini-classes, demos, or free trials. (1)  

EMPOWER will publish on regular basis content such as customer testimonials that highlight the work you do to convince visitors to your Facebook page, they should become frequent customers.

Facebook tools for your ad campaigns

Businesses can use a variety of tools within Facebook’s marketing toolbox for all stages of the marketing funnel. In addition to simple photos and short posts with text, there are options to create attention-grabbing content that can be both informative and interactive.

Stories – Facebook Stories are immersive video ads that stroke customer interest and inspire action. This tool is especially useful to target the hand-held device audience since Stories are optimized for a vertical, full screen view. (5)

Page insights – Page insights provides information about a business’ page performance, such as demographic data about its audience and how people are responding to their posts. Businesses can use it to understand how people are engaging with their page, view metrics about their page’s performance, learn which posts have the most engagement and see when their audience is on Facebook. (6)

Facebook Pixel – With the Facebook Pixel, businesses can monitor the success of their Facebook Ads with more accurate conversion statistics and create custom audiences based on site traffic. This free application also allows users to track conversion numbers, such as newsletter signups or purchases. (7)

Spark AR – A new technology in recent years, Augmented Reality (AR) has made its way into Facebook advertising. With Spark AR users can create new ways for potential customers to explore products, try them out, or see how they fit into their homes or lives before deciding to make a transaction. (8)

EMPOWER can install or manage these tools and any others on social media platforms to help you convert visitors to your website into loyal customers.

Summing up

Having a Facebook page is necessary for businesses to advertise to customers and knowing how to use said page is just as important to keep the customers. Publishing content on your Facebook page on a steady basis is good but following a marketing structure will generate more leads for your business and eventually lead to sales.

With EMPOWER’s digital marketing assistant, you will have access to a remote digital marketing team that will help you automate your social media marketing and help you stand out from the competition.

Get on the list at empower.social to become another success story in the business world.

Resources

  1. Henneberry, Russ. “Content Marketing Strategy – The Ultimate Guide to Digital Marketing.” DigitalMarketer, Digital Marketer, 2016, www.digitalmarketer.com/digital-marketing/content-marketing-strategy/.
  2. Clement, J. “Global Social Media Ranking 2019.” Statista, 24 Apr. 2020, www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/.
  3. “How Mobile-First Connections Drive Local Business.” Facebook IQ, 23 May 2018, www.facebook.com/business/news/insights/how-mobile-first-connections-drive-local-business#.
  4. Koeze, Ella, and Nathaniel Popper. “The Virus Changed the Way We Internet.” The New York Times, The New York Times, 7 Apr. 2020, www.nytimes.com/interactive/2020/04/07/technology/coronavirus-internet-use.html.
  5. “Stories Ads.” Facebook for Business, 2020, www.facebook.com/business/ads/stories-ad-format.
  6. “Where Can I See Page Insights on Facebook?: Facebook Help Center.” Facebook, 2020, www.facebook.com/help/268680253165747?helpref=about_content.
  7. Specialists, AdEspresso Ads. “How to Master the Facebook Pixel Like a Pro (in 2020 and beyond).” AdEspresso, 12 Dec. 2019, adespresso.com/blog/facebook-pixel/.
  8. “Spark AR Studio – Create Augmented Reality Experiences: Spark AR Studio.” Spark AR Studio – Create Augmented Reality Experiences | Spark AR Studio, sparkar.facebook.com/ar-studio/?ref=fbb_video_hub.
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