It’s very easy to waste time and money on Facebook if you’re not careful. Sometimes I see ads in the feed and wish I could help… Well, I guess this is help.
If you want to promote yourself on Facebook – whether free or paid – you first have to know what your goals are. What’s the bottom line? Starting out it may not be smart targeting the sell right away. Maybe your conversion should be an email or page like so you can sell people something later.
P.S. I have a few things to say about page likes as a conversion… but we’ll get to that.
The best way to start promoting on Facebook
If you have an unknown Facebook page, it’s probably best to start with a branding strategy. You need to get people acquainted with your business. This is your chance to build relationships and make people feel comfortable being associated with your brand. If you’re trying to promote yourself for free, start by inviting friends and customers who know you. People are always looking for something to share, so if you make your content irresistible (content for others and not for yourself) your followers will be more than willing to share with others, leaving a pipeline back to your Facebook page. You should also find allies and partners related to your business to help build momentum.
Effectively promoting your business on Facebook for free will take some time. In the real world, growing a business takes a good mix of marketing, advertising, and word of mouth. And let’s not forget, Facebook is an ad agency, it’s not particularly designed to help you promote yourself for free. So it may be worth it to set aside a small budget if you can. If you market right advertising won’t be that expensive. Advertising on Facebook is significantly cheaper than what businesses used to pay for TV and radio.
So if your page is just getting started, you may want to focus on a branding strategy first… people need to get familiar with your brand.
If you’re a small business, don’t pretend to be large. Enjoy being small. People love the journey and will support you along the way. So be humble, even if your company is successful offline.
What’s after the brand strategy?
Nothing. The brand strategy continues. Social media is all about getting people familiar with your products and brand. It’s not for selling. Well, it is for selliing, but it’s not for pushy sales strategies. Once people are familiar with your brand, you can promote your products exclusively to let people know you have what they’re looking for. If they trust and know you, they will be more than happy to purchase from you, given it’s a product they’re excited about. It becomes spammy and offputting when you’re asking people you don’t know (even if you have what they want) to buy from you.
Sooner or later you’re going to need to step up your efforts. To reach more people you’re going to eventually have to start advertising, exactly what Facebook [Business] is designed for.
Again, starting out you should keep building relationships and one of the best ways to build relationships is through email. I’ve built email lists at a rate of 20,000 subscribers a month just by using Facebook lead ads. They work like magic.
Advertising isn’t about selling stuff right away, it’s about getting people familiar with your brand. That’s why you see Mercedes Benz commercials between Saturday morning cartoons… it’s conditioning for a future sell.
But the beauty of Facebook, email, and the internet is that it takes much less time to close the deal. So collect email addresses and build your own audience that you can advertise to for free.
How to create Facebook Email Leads
People aren’t going to give up their email unless you have something they really want. So what you got?
Sometimes you have to get creative. What do people want and why would they want it from you? This is something you have to think about.
So put together an incentive and target the people you think will be most interested.
Facebook “Likes” Campaign
I believe a Facebook “Likes” Campaign is a complete waste of time. I know some companies do it so they can look comparable to their competitors. But likes are often a vanity metric, especially if you’re using valuable resources that can be put towards something else. Likes will come. People will like your page from other campaigns… Likes will come from your email lead campaigns. Likes will come from product promotions. Likes will come from giveaways. Most people like your page as a way of bookmarking your business for a later time.
So don’t waste time and money on a Likes campaign.
Facebook Purchase Conversion Campaign
Once people are familiar with your brand, they’ll be ready to make a purchase. People buy from people they know and like. Up to this point you should be heavily focused on your branding campaign. Once you’re confident people will buy from you, start promoting to your fans and retargeting people on your email list.
P.S. The only platform I know of that where people are open to buying without knowing you is Google. But we’ll discuss that another day.