The Beginner’s Guide to Using Facebook to Promote Your Business
If you’re a small business owner who’s new to Facebook, I’m sure you know that there’s a difference between your personal Facebook account and your Facebook business page.
Your personal account is where you share pictures of your cat and see what Aunt Hilda’s been up to. Your business page is where your promote your business. When you bring up your personal Facebook account, you see a running news feed of what your friends and family have been posting. However, when you bring up your business page, you will not see that. You will see what you’ve been posting about your business.
Busy? Pin this to your Pinterest board for later.
Does that make sense? Then hold onto your hats, because I’m about to rock your world: You can also use your personal Facebook account to promote your business. When was the last time you actually talked about your business and what you do for people on your Facebook account? Do the followers of your personal profile have any idea what you do for a living? Or do you keep up with college buddies and parent friends from your kids’ school without ever telling them about your business?
I know you know this, but it bears repeating: If you don’t toot your own horn once in a while, nobody else will do it for you. Don’t sit back and wait for people to find you. Be proactive and step out from behind your computer and TELL people what your business is all about.
- Watch my YouTube video about using Facebook to promote your business
- Listen to this podcast episode about using Facebook to promote your business
True, you don’t want every single post to be self-promotion because that definitely gets old and could turn followers away from you. Instead, develop a social media plan with a good balance between personal posts, business posts and fun posts.
Facebook has at least three different ways to reach your audience. If you’re on Facebook for business, you should utilize all three because not everyone will see every single post you publish. Using three different avenues raises your odds that the people in your target market will see something of interest.
Optimize Your Personal Profile
Prospective clients will check out your personal profile on a daily basis if you do a good job of posting consistently and reaching out to others as friends. So, in order to grab their attention, be sure you fill out ALL the space on your personal profile page as completely as possible. Dig into those nooks and crannies hiding behind your news feed to make sure you’re sharing information — like your mission statement and business hours — that’s consistent with your Facebook business page.
- Add a bio – describe to your followers what makes you tick and how you’re unique
- Add featured photos – a nice, visual way to grab attention with photos from conferences, workshops, speaking engagements, etc.
- Add your workplace information – link to your website, Facebook Group, and business Facebook Page
- Link other social media profiles – under the About >> Contact & Basic Info section
Even though your personal profile is meant for personal stuff, you can certainly announce the launch of your book, post photos of your recent trip to a mastermind retreat, or talk about the convention you attended where you met your favorite mentor. While these are business-related, you’re not directly promoting your business via your personal profile.
Tip: Make sure you’re keeping your private posts private and your business-y posts public. Each time you post, you have the option of changing the privacy settings by using the pulldown menu at the bottom of the post. Mark posts as “Public” when you want potential clients or customers to see them. When you’re sharing something personal that’s only for your friends and family, mark the post’s privacy as “Friends.”
Create a Business Page on Facebook
The standard rule of Facebook is that you use a business page to promote your business, while your personal profile is meant for personal communication. So, to stay in good standing with Facebook, create that business page and optimize it in the same manner as you did your personal profile. Give your page a cover image and a profile image.
Tip: You can promote an upcoming event, live video or product launch in your Facebook Page graphic.
Business pages have come under fire recently because users complain that they never see page posts in their news feeds, even though they have liked the page. While this is aggravating, don’t give up yet. If nothing else, you can add your website link and other contact information here and, since it’s a business page, you can talk about your business and promote your products every single day, even multiple times a day, without penalty. You can also run contests from your business page as well as add an opt-in offer to one of the tabs. You can ask your super fans to share your Facebook Page with friends that might be interested in your services or products.
Consider your Facebook Page a quick overview of your business where your followers can decide if they want to move forward with a consultation or a purchase. Put a “Send Message” button on your business page to make that appointment booking or even easier.
Use Facebook Groups to Woo Prospects
Facebook Groups can be another great resource to chat directly with prospective clients. Public Facebook Groups are a good way to handle customer service questions. Closed or Secret groups are best used for specialty discussion topics, or memberships. You can use closed Facebook Groups to make your customers and clients feel like VIPs, like they’re part of the inside circle.
Keep in mind that successful groups need daily interaction from their host so they don’t forget about you, but that’s easy to add to your overall Facebook marketing plan. Just plan for Facebook Group posts or mini-campaigns the way you would your other social media channels.
Remember this important note: Finding clients is all about building relationships and that doesn’t happen overnight. Talk about your business, showcase your expertise, reach out to your followers, and when the time is right, they will remember your name because you dared to talk about what you do.