10 QUICK & EASY WAYS TO GROW YOUR LOCAL BUSINESS WITH FACEBOOK
Just when you think you’ve figured out how to use Facebook for your Local Business, something changes. Change is good and as a result, you will learn how to better serve your audience and build relationships with them. First, let’s talk about the updates Facebook announced in January 2018.
So what does that mean for Local Page Owners? You will notice your reach, video watch time and referral traffic decrease. This update directly impacts how often your fans see your posts.
Even before the News Feed updates, most local business pages only reached 2-5% of their audience with organic posts on Facebook. So, if 100 people opted-in to “liking” your page, only 2-5 of them would see one of your posts in their newsfeed organically. Because of the low organic reach, most local business pages are already boosting posts or targeting customers with paid ads.
WHERE CAN YOU FIND FACEBOOK PAGE POSTS?
In October 2017, Facebook introduced the “Explore Feed. This new, entirely separate feed is almost all Page content lives. It’s anticipated that Facebook will soon use a dual feed, pushing “all page posts out of the main news feed into a separate ‘Explore’ feed.”
HOW CAN YOU REACH YOUR AUDIENCE?
- Ask your audience to prioritize your posts
- Create content that attracts conversations
- Encourage customers & employees to generate content
- Use Live video
- Engage your Community with a Facebook Group
- Create Facebook Events
- Focus on Targeted Facebook Ads
- Use Facebook Messenger for customer service
- Always collect contact information
- Install the Facebook Beacon
#1: ASK YOUR AUDIENCE TO SEE YOU FIRST
Many Facebook users do not know that they have the ability to modify their settings to see content from certain Pages in their News Feeds. When a user selects a person or Page to see first, their posts appear at the top of your News Feed. Page owners and people are not notified that a user added them to their See First list. Users can select up to 30 people or Pages to See First.
As a page owner, you need to tell your audience how to see your first. Here’s a great example from a local school:
#2: CREATE CONVERSATIONAL CONTENT
When you add content to your Facebook page focus on starting conversations and engaging in the conversation. One of the easiest ways to receive organic traffic and possibly go ‘viral’ is to create content that truly makes people’s lives better.
- Showcase your staff
- Highlight upcoming events
- Share your expertise
- Share unique photos
- How-to videos
- Encourage questions
#3: ENCOURAGE CUSTOMERS & EMPLOYEES TO SHARE OR GENERATE CONTENT
To expand your organic reach, encourage your actual customers to post on their personal news feed (and tag your business). Tagging a business page in a post is easy. Type @ and then start typing the name of the page you want to tag. After the customer tags your business in the post, your business name becomes a link that their friends and family can click to learn more about you or LIKE your page.
Most of your employees probably have a personal Facebook account. Encourage them to share your page posts or create thier own post on their personal newsfeed. Your employees will have a better chance at getting engagement from their family and friends than you will on your business page (without boosting your post).
#4: START USING LIVE VIDEO
In the January 2018 press release, Facebook says “live video gets SIX TIMES more interactions than regular videos”. Live Video is often more urgent and important that recorded videos. Therefore, Facebook is planning to showcase live video over recorded video. Why? Because Live Video generates more conversations than recorded videos.
Now is the time! Create a Facebook Live Show.
Your audience most likely has a favorite TV show. They know that every Thursday, they can watch their favorite show at a certain time on a certain network OR they can set the DVR to record it to watch later. I want you to think of your Facebook Live strategy like a TV show. Let your viewers know when they should watch you. Create a schedule and share it with your audience.
How will you entertain, educate, inspire your audience each week? Maybe this dentist can inspire you!
Check out her Facebook page for more ideas: https://www.facebook.com/Patricia-A-London-DDS-97177204070/
#5: CREATE A FACEBOOK GROUP TO INCREASE ENGAGEMENT WITH YOUR COMMUNITY
Group posts will continue to be displayed in the main Newsfeed. Try creating an interest-based group for your best customers, prospective customers, employees, or fans. Inside your group, you can share exclusive promotions, latest news related to your niche, and your business page posts. When you share your business page post inside the Facebook group, the post will have a better chance of being seen organically by the members of your group.
#6: CREATE FACEBOOK EVENTS
If you are not creating events on Facebook for your local business, start! If you are creating events already, create more events! The new Facebook Local app has categories for events, parties, food, networking, causes, art, shopping, fitness, music, drinks, theater, religion, health, literature, home, gardening, film, comedy, and wellness.
Before your event, post regularly to get people excited. After the event, encourage people to share photos or videos, thank them for coming and promote your next event.
Here are a few examples of local businesses using religion, drinks or shopping as categories for their upcoming events:
#7: REACH YOUR AUDIENCE WITH TARGETED FACEBOOK ADS
Facebook paid advertising helps users find businesses based on the things they are interested in and the ways they behave online. With Facebook’s targeted advertising, you can quickly & easily create visual ad campaigns. You can define your ad’s target audience based on what they’ve included in their profiles, as well as the Pages, groups and other things on Facebook they’ve connected with.
Facebook advertising works well for many businesses that create consistent content. On Facebook, your goal is to share valuable, useful, unique content to build brand awareness.
#8: USE FACEBOOK MESSAGER TO CONNECT WITH YOUR AUDIENCE
Facebook Messenger is the quickest and easiest way to message directly to your customers without appearing in the News Feed.
You can also ask people to sign up to receive updates from your company page via Facebook Messenger. You can use an automated chatbot, like ManyChat, to welcome new users, send them content, schedule posts, set up keyword auto-responses (text, pictures, menus), automatically broadcast your RSS feed and much more.
Here are few more ways to encourage people to have conversations with your business using Facebook Messenger:
- Deliver content in Messenger
- Engage participants during an event
- Click-to-Messenger Ads
- Re-engage potential customers
- Ad placement inside Messenger
- Fast Customer Support
#9: ALWAYS COLLECT CONTACT INFORMATION
You are renting space on these social platforms. You don’t own your page or profile on any of these networks. Therefore, you should always be collection contact information from your prospects and customers. If Facebook banned your business today, would you be able to reach your fans? The answer should be YES! You own your email list. Grow it! Use it! Communicate with your email list at least once a month.
#10: ORDER A FACEBOOK BLUETOOTH BEACON
Facebook Bluetooth beacons are free for you to use and help people see more information about your business whenever they use Facebook during their visit.
When people visit your business and open Facebook, they’ll see Tips with information about your business like:
- A welcome note and photo
- Prompt to like your Facebook page and check-in
- Shows posts from your Facebook page
- See their friends’ recommendations about your place
Order yours today: https://www.facebook.com/business/a/facebook-bluetooth-beacons-imbed
Need Help Overcoming Facebook’s News Feed Update?
If you feel that your business page will be affected by these recent Facebook updates or if you are just feeling overwhelmed with online marketing, call us. We’ve been working with local businesses, like you, to create successful engagement based Digital Marketing programs and we’d love to create one specifically for you.
We can work with you to create just the strategy (you implement) or we can provide full digital marketing support.
Schedule a time to discuss your digital marketing needs. Call Rebecca at (262) 236-5298 or email firstname.lastname@example.org to set-up an appointment.