There are two ways to get more customers using Facebook: free and paid.
But, in order to be successful, you need to get your Facebook presence together.
We’ll focus on actionable steps today, which will get your results.
No fluff, or crazy long technical BS.
You’ll also learn the best free and paid ways to get more customers.
If you’re reading this article for the second time, feel free to skip a few steps.
Otherwise, stay the course.
Running a successful Facebook page isn’t rocket science. You only need to apply a quote from Warren Buffet:
“You only have to do a very few things right in your life so long as you don’t do too many things wrong.”
There are a few rules to follow. Don’t mess that up and soon you’ll reap the benefits.
I know, right…? You came here to increase your revenue and sell more. Now I’m telling you not to do that?
Look, social media is for entertainment. People come here to have fun, connect with others and watch cute cats chasing laser dots in videos.
They don’t care about your product.
They want information, and then make the purchase decisions on their own.
Do this instead: Post funny, interesting content on your page.
What is a quality content? It’s something that people enjoy and/or which gives them value.
- Low quality, pixelated images
- Bulky and boring texts
- Hashtags (this is not Instagram, buddy…)
Do this instead: Use decent quality images. You don’t need a $1000 DSLR camera, just use a half decent smartphone. Cut your bulky texts in half. Then half it again. Is it just one or two sentence now? Good! Perfectly enough! And stop using those damn hashtags already!
Pro tip: There are countless websites to find a free stock photo. My favorite is Unsplash.com .
Gary Vaynerchuk said this a million times. You need to use content native to the platform.
It means you need to respect the platform’s rules and create content for it.
So this is wrong:
- Don’t share off Instagram, don’t use hashtags
- Don’t share from Youtube, upload your video to Facebook
See where this is going?
Do this instead: No explanation needed. Post content that’s created for that specific platform.
You need to stay active to be relevant. If your last post was 2 weeks ago…
Then it’s time to step up your posting game.
Use this tool to check if you should post more often: Likealyzer.com
Do this instead: Develop a routine of posting. Once every day. Once every Tuesday and Thursday etc. It’s up to you. For my clients, I recommend posting once a day minimum.
Pro tip: You can schedule Facebook posts ahead. This way you can set up your content for a few weeks, and don’t need to worry about it until next time. Social media marketers do this as well. So they can lie on the beach sipping a margarita, while the job gets done for the client.
Go to your Facebook page –> Publishing tools –> Scheduled Posts –> Click create
As you can see if you checked out Likealyzer, the ideal text length is 40-100 characters.
People’s attention span is getting shorter, so be fast and catchy.
Post your more in-depth content on your blog, LinkedIn, or Medium.
Short sentences work great in copywriting. What do you think, why do I write like this?
Do this instead: Use text short enough, so it doesn’t go below the fold. In Facebook, the fold means the “read more…” button. If you see that, edit the post and cut the text. As many times as needed.
A rather controversial subject. Many business owners think emojis are childish.
If you ask me… Yea, it’s kind of.
But, there are 2 great reasons to use it.
1. Everything on Facebook is white and blue. Colorful emojis drives attention.
2. Emojis helps to highlight important sections in your post.
Do this instead: Start using emojis, but don’t go super crazy with it. One emoji per line tops.
Facebook’s organic reach is constantly decreasing. Currently, only 2-3% of your followers will see your posts. If you need better reach – you need to invest.
The things I’ve talked about above helps to grow your page. But it won’t be enough on its own.
And begging for shares is a big no-no.
Let’s see what you can do for free.
If you have a brick and mortar business, use check-ins.
When someone visits your store, they can mark that they’ve visited you. This posts will be shown to their friends, reaching more people organically.
Do this: Make sure to set up your page properly with a physical address.
Local groups are a great way to connect with like-minded people and customers.
Make sure to post valuable content and interact.
Posting a link to your webpage will probably get your banned.
Do this: Search for groups on Facebook (your niche + your city). Join them, and take some time to see how the group works. When you feel comfortable, give help, share advice and provide value. Customers will come to you if you’re a genuine guy (or girl).
The free methods section was pretty short. Reasons are pretty simple.
Facebook is a business. They make their revenue through paid ads.
And they need to make more for their shares to grow and to please the investors.
Facebook is becoming a pay-to-win service. Truth is, it’s still the best (and cheapest) way to reach your audience.
The most common tool we marketers use are funnels.
A funnel is basically a channel that gets you from A to B while collecting some information about you.
For example, an “optin funnel” would look like this:
Traffic Source –> Optin page (enter your email to get something in return) –> Thank you page
They’re great because…
1. You give value in return for a customers email address
2. You don’t directly try to sell hard to the customer, but take him through a buying process smoothly
3. With the addresses collected, you can follow-up in email
4. Using Facebook pixel, you can show them ads on Facebook
Do this: Funnels works like magic nowadays. It’s definitely worth to give it a try.
Learn more about what is a funnel here: How Marketing Funnels Work
or check out the two most well-known funnel building software:
Lead gen ads work like funnels, but they can be used without leaving the platform.
You can find them in your Ads Manager –> Create a new campaign –> Select “Lead Generation” objective.
Using this objective you can create a sign-up form on Facebook. And offer something in return.
Maybe a redeemable discount in store (or online). Or a chance to win something.
The customer click on it, their details (email, name) is automatically filled out.
Two clicks and they’re signed up.
For a step by step illustrated guide: How to Increase the Revenue of a Business by 200-300% With Facebook
You can create an offer, by going to your Facebook page and select the objective.
Once it’s done, create a simple traffic ad inside Facebook and select the post.
Alternatively, you can “Boost” the post. I don’t recommend it though.
It’s a very dumbed-down version of the advertising system.
But, it’s worth to try so you get the feel of what’s possible.
- Create your offer, then go to Ads Manager
- Create a new engagement campaign
- Select your audience, edit your budget
- At the last page, select your post to promote
As the name says they’re used for getting interaction on your posts.
Facebook will show your ads to people who’ll possibly like, comment or share your content.
The more interaction there is on your post, the better it’s organic reach will be.
It’s logical if you think about it… More interaction = the content must be valuable –> Let more people see it.
There’s one more great benefit of running engagement ads… Social proof.
People make decisions based on other people’s inputs. If many people like our content, it’s probably worth to check it out.
You can also use multiple types of campaigns with a single post… For example, I like to run Traffic and Engagement ads alongside on one post.
One gets me interaction and social proof, the other gets me visitors.
Plus, you can create a custom audience of people who engaged with your posts.
This is great to shows ads in the future to people who were already interested.
- Create a post on your page
- Go to Ads Manager
- Create a new campaign
- Select engagement objective
- Set your audience and budget
- On the last page, select the post that you’ve made in step 1
This is two campaigns I recently launched. As you can see you can get engagement for ridiculously cheap.
Give it a try!
This is the most common objective we use to drive traffic from A to B.
Which in your case would be A (Facebook) to B (Your website).
Facebook ads don’t work like AdWords. It’s not pay-per-click.
Instead, you’re paying per impression (the number of times your ad has been displayed).
You can run traffic ads for a post with an image and put a link in the description.
It’s possible too and I’ve seen so many “gurus” teaching it. Don’t even bother, it’s plain idiocy.
Do this instead:
- Create a post on your page
- Go to Ads Manager
- Create a new campaign
- Select traffic objective
- Edit your audience and budget
- Select your post on the last page
You can create the post here as well, but it’s much faster and easier this way.
If you create the post in ads manager it’s called “dark post”. Meaning the ad will be shown on Facebook as long as you run it. But it won’t be visible on your page.
Dark posts are great for plain advertising, but any other case go with the list I wrote above.
The fastest way to success on Facebook is combining the methods above.
The basics… you have to do it. You have to post quality content, consistently over a period of time.
And if you want decent results, you need to include Facebook advertising in your marketing plan.
I’ve put the best ways in this article, but each of these could be a topic on their own.
If you need help with executing these strategies, let me know in the comments! I’ll do my best to explain!
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I’m a marketing consultant and blogger. Focusing my efforts on creating simple, actionable marketing guides, for small business owners.