How to Market Your Business Using Facebook

by Sara Harding | | Social Media

Facebook is the most used social media network in the world so it makes sense that you would want to use it to promote your business.

It’s a great way of connecting with current customers - and potential customers that you didn’t even know exist! It’s also a great way to build brand awareness for your company among your target audience.

Once you decide to take the leap and create a Facebook page for your business those first few posts can be daunting.

Here are a few pointers to help get you started on the right track:

Audience - One of the first things to ask yourself before writing your first post is ‘Who am I trying to target?’. This may seem an obvious thing to consider but often a business can forget who their intended audience is when they jump onto social media. Your campaign needs to speak to the right people. What age range/demographic do you appeal to? What products/services will they want to know about? And, how do you communicate this in a language that will engage them?

Topic - Your Facebook posts don’t always have to directly relate to the products or services you sell. Consider related topics that your target audience may be interested in – if your business is fashion-based then look at what the fashion trends for the season are and relate them to your products, if you are a solicitor then consider what changes are taking place in your industry which may affect your customers.

Engaging content – Stats from Facebook have shown that the content people engage with most frequently are images – so don’t forget to add images to make your posts more engaging! You can also use videos and links to make your posts come to life. People are very visual and just reading text can become laborious so think about what media you can use which is relevant to the post topic to engage your fans. If your Facebook fans enjoy the content you are producing then they are more likely to share it or like it - which means you will gain a wider audience reach.

Frequency and scheduling – A good guide is to aim to post around 2-3 times per week at first – you can always increase or decrease the number of posts once you have become more comfortable with using Facebook for your business. Even if you don’t yet have any fans make sure you are posting regularly. People are more likely to ‘like’ your page if they see a history of interesting content rather than just a blank page. Aim to schedule your posts for days/times when you think your audience will be online. Start by trialing a variation of days/times and see when your audience engages with you most and if there is a pattern forming so you can communicate with them at peak times.

Tone and language – Social media is a conversational and interactive platform and the language and tone you use should be conversational in style. But, don’t forget to consider your brand and audience when deciding what tone to use in your posts. If you sell products targeted at 16-25 year-olds then the language you use is going to be very different to if you sell products aimed at 40-50 year-olds. Whatever tone and language you decide to use – make sure you are consistent with it all the time. It will confuse your Facebook fans if you are constantly changing the language you are using to interact with them. This can be particularly difficult to achieve if you have several people adding updates to the account. Make sure everyone who will be using the account knows what you expect.

Like and share - Encourage your clients, suppliers, co-workers, friends and family to LIKE and SHARE your posts so that you can broaden your fan base through recommendations.

Using Facebook for your business can be incredibly rewarding by increasing sales and also your brand reach if it is done well. If you want to learn more about using social media for your business then Brightsite will be running a series of seminars on the subject throughout autumn and winter 2014. If you would like to find out more information or register your interest in these seminars then please contact us.