Published on May 22nd, 2020 | by Sunit Nandi0
Building the Right Fanbase for Your Small Business on Facebook
Facebook can be a very effective tool for marketing a small business. That said, it’s no secret that some struggle to achieve their marketing goals when first using this platform. They find that no matter how many ads they publish or how much content they share, they’re just not getting the return on investment they expected.
There’s often a simple reason why this occurs: these small business owners are simply not reaching the right people. After all, Facebook has approximately 2.19 billion active monthly users. Most of them probably won’t be interested in your business.
That’s why it’s important to focus less on attracting as many followers as possible, and more on attracting followers who may become genuine customers. After all, that’s what the best Facebook advertising firms do. It’s a waste of your time and effort if you aren’t targeting an audience that’s likely to enjoy what you have to offer.
Here’s how you can use Facebook to reach the kind of people who’ll actually be willing to pay for your products and services.
Identify Your Ideal Customer
Put yourself in the customer’s shoes. What kind of person is most likely to take an interest in your small business? What age range do they belong to? Where do they live? What gender are they? What are their interests?
Facebook is useful because it allows marketers to target specific types of users when publishing ads. You can use the Custom Audience tool to select users based on a wide range of factors, from age to geographic locations. Once you know who your ideal customer is, you’ll know exactly what factors to pay attention to when designing a customer audience.
Leverage Existing Customers
It’s likely that you have some existing customers who have yet to engage with your brand on Facebook. They can be a useful asset; loyal customers may be more likely to share your content with their own Facebook community.
Leverage them by adding a “Like us on Facebook” button to both your website and any marketing emails you send out. This will alert customers to the fact that you’re now active on Facebook, and in turn they’ll help you grow a following of even more loyal customers.
Create Lookalike Audiences
The Facebook Pixel is a code you can easily insert into the backend of your website to better understand how an ad is performing. It will tell you when a user reached a landing page via your Facebook ad, and whether a user took an action like making a purchase or signing up for a service.
You can also use the information gleaned from the Pixel to create “lookalike audiences”. Facebook provides instructions for marketers looking to users who share key qualities with those who previously reacted to your ads. It can be extremely beneficial to target lookalike audiences because they’re more likely to be just as interested in your offerings as your existing clients are.
Target People Who Like Your Ads
When you promote a post or publish an ad on Facebook, odds are good some of the people who “Like” it won’t be current followers. However, they can (and should!) be.
All you have to do is go to your business page and find a post that has a high number of likes or reactions. Click on the number indicating the amount of reactions to bring up a list of specific users who responded to the post or ad.
You’ll see an option to invite them to like your page next to their name. Simply click on that, and you’ll invite people who are very likely to be actively interested in your brand to interact with your brand.
Again, Facebook can be an extremely strong marketing tool. You just need to make sure you’re using it thoughtfully to reach the kinds of users who will engage with your brand on a regular basis. Keep these tips in mind, and achieving that goal will be much easier.