In this guide, we review Facebook Marketing For Mortgage, Facebook Marketing For Nonprofits, Facebook Marketing For Musicians, Facebook Marketing For Personal Trainers, and Facebook Marketing For Photographers.
Facebook Marketing For Mortgage
Facebook is a powerful tool for marketing your mortgage business. You can use it to generate leads and connect with potential customers, but you need to know how to do it right.
Know your purpose
- Know your target audience
- Know your purpose
- Know your goals
- What do you want to achieve?
- How will you measure success?
You can offer loans, mortgages and refinance options. You can also offer home equity lines of credit (HELOCs) and home equity loans. Lastly, if you’re a reverse mortgage lender, you may want to consider advertising on Facebook as well!
Create a page and become your friend.
Have a Facebook page for your business.
Make sure you are engaging with your customers and sharing relevant content.
Respond to comments and questions as soon as possible. Also, don’t forget about the Facebook rules and guidelines!
Fill in the description.
The next step is to fill in your description. This is what will show up when people search for you and it’s important that you make it clear what your business does so that anyone can find you. You should also include a call to action, such as “Contact Us,” so that visitors know how they can convert into leads, which is the whole point of social media marketing!
When writing this section of your Facebook page, include links back to both your website and Facebook page where users can learn more about you. If possible, also add an email address or form where users can sign up for updates from time to time.
Set up a mortgage lead generation campaign.
To create a Facebook ad campaign, you’ll need to log in to your Pivot account and navigate to Campaigns > + New Campaign.
From there you can set up a name for the campaign and select your budget. We suggest starting out with only $10 per day, as this will allow you to test how well your ads perform before investing more money into them. You can change your budget later as needed after seeing how effective the ads are at generating leads for your business.
Once you’ve filled out these basic details about your campaign, it’s time to move on to choosing who exactly should see it! This step is where things get interesting (and strategic). To do this successfully, think about who is already interested in home loans and mortgages but hasn’t found their way into contact with one yet—these are potential customers waiting around for someone like yourself who knows what they’re doing! Check out our guide on targeting audiences here if you want more info on how best possible ways of finding these people through Facebook Ads’ advanced search functionality.”
You can use Facebook to market your mortgage business, but it is important to know how to do it right.
Now that you’ve decided to use Facebook marketing for your mortgage business, it’s time to get started. The first step is to identify the channels and tools you can use on Facebook.
There are several ways to promote mortgage leads on Facebook:
- Create a page and become your friend
- Fill in the description of your page and make sure it includes keywords related to mortgages, such as “mortgage,” “home loan,” “Mortgage Broker” or similar terms. Make sure you include a link back to your website or blog in order for visitors who find you through a search engine (such as Google) or other means of finding new leads for their business can read more about what makes them unique from other companies offering similar services in the area where they operate. This will help increase traffic from potential customers who might not otherwise know where else they could go if they need help getting approved today!”
Facebook Marketing For Nonprofits
When you think of social media, you probably picture your friends posting selfies on Instagram or bantering about the latest drama on Twitter. But nonprofit organizations have been leveraging these platforms for years to raise awareness and funds for their causes. If you’re not sure how to use Facebook as a fundraising tool, here’s why it’s worth giving it a try:
Facebook’s popularity is growing.
Facebook is the most popular social network in the world, with 1.94 billion monthly active users and 6.7 million daily actives in the United States alone.
Despite this popularity, many nonprofits aren’t using Facebook as effectively as they could be. As a result, they’re missing out on opportunities to connect with donors and volunteers—and that’s a shame!
Facebook has plenty to offer nonprofits: it offers free tools for communicating with current supporters; it allows you to post compelling content that can inspire action; and it allows users to engage directly with your organization through comments and likes. In short, Facebook makes it easy for people who care about your cause to show their support—and that’s something any nonprofit would want on its side
Nonprofits can connect with donors on Facebook.
Facebook is a great way for donors to learn more about your organization and see how their donations are being put to use. Your Facebook posts can include photos, videos and links that show donors where their money went. They can also share these posts with friends and family members who might be interested in supporting your cause as well.
You can run a contest on Facebook to boost engagement.
Contests are a great way to get people involved in your cause. You can use a contest to get people to share your message with their friends, sign up for your email list, or donate.
Your nonprofit doesn’t have to be on the social network.
You don’t have to be on Facebook.
I know it can feel like everyone is on Facebook, and most people are. But not all of them. And that’s okay! You can use other social media platforms or even just traditional advertising channels to reach your audience and raise funds for your cause.
You’re not limited to using Facebook as the only fundraising tool available to you—you can branch out and use what works best for the organization you’re representing, whether that means making videos or creating a blog (or both). The key here is being effective at what makes sense for your brand, not trying to force square pegs into round holes in an attempt to fit in with whatever is trending right now (which may or may not be relevant).
Facebook is more than just a platform that you can use to raise funds. It’s also an opportunity for your organization to interact with members of the community and build awareness around your cause.
Facebook can be used to build awareness, connect with members of the community and promote your cause. You can also use it to raise funds for your organization.
In fact, there are so many ways that Facebook can help you that we’ve written an entire guide on how nonprofits can use Facebook marketing for non-profits .
There are both pros and cons to using social media for your nonprofit.
- It’s free.
- It’s easy to use.
- You can reach more people than with traditional advertising.
- You can get feedback from your audience.
- It’s hard to measure results and determine ROI (return on investment).
Facebook Marketing For Musicians
You’ve seen music ads all over your feeds and your stories, and the question on your mind might be: do social media ads actually work?
The answer is, absolutely! As a musician, you can use social advertising to promote music, get your fans on your email list, or sell event tickets and merchandise.
If you’re curious how to run an effective ad campaign for your music, this beginner’s guide will teach you everything you need to know about Facebook ads for musicians. You’ll learn about how to choose a campaign objective, audience targeting, budget options, and much more. We’ll also go over a sample strategy you can use to create your own Facebook ads campaign.
Which is better for advertising music: Facebook or Instagram?
There are many ways to advertise your music, but when it comes to paid social ads, Facebook and Instagram are the two biggest platforms. Which one you use depends largely on where you have already built up a presence, and where your target audience spends their time.
They also differ slightly in the kind of content that resonates with platform users:
Ideally, you should experiment with both and see what works best for you and your target audience. You may find that your budget is better spent on one platform over the other. Or you may ultimately end up using a bit of both.
Whatever the case, the process for setting up paid ads is the same for both Facebook and Instagram. It’s done through the Facebook Ads Manager. Your overall strategy for paid advertising will also remain largely the same on both platforms. Later, we’ll get into exactly how to use Facebook Ads Manager and how to create a robust ad strategy. That way you can apply what you learn here on either social media platform.
Beyond clicking “Boost” or “Promote”
If you’ve been using Facebook or Instagram to build your online presence as a musician, you may have noticed the option to boost the reach of your posts with a little bit of ad spend. You may have even tried this out and seen a few spikes in the number of people seeing and interacting with that post.
Boosting posts is a great way to get your feet wet in the world of social media advertising. However, it’s just one of the many ways to spend your ads budget. The primary purpose of the “boost” button is to get more of your existing followers to see your content. After all, less than 10% of your followers see your content organically.
If your goal is to gain new loyal fans, then you need a much more comprehensive advertising strategy. You won’t be able to achieve this goal if you rely solely on “boosting.”
Before you start advertising on Instagram or Facebook
Before we get into how to use Facebook Ads Manager and how to develop an ad strategy, it’s important to identify whether or not you’re ready to invest in paid advertising. When done incorrectly, paid ads can be a bit of a money pit, so you want to make sure you have everything you need to start running successful campaigns.
Paid ads are not going to get you hundreds of thousands of new fans overnight. Instead, they will amplify the work you have already done with regards to your social media presence, your marketing efforts, and your music.
Things you’ll need before you start advertising your music
Setting goals and timelines for your music advertising
The other thing to consider as you’re getting started is when exactly to run your paid ads. Many musicians turn to Instagram or Facebook advertising right before and right after a new release, and while this is a great time, it’s not the only time you should be running ads.
If your goal is simply to get more streams for your new single, you’re not thinking big enough. Your goal should be to gain dedicated fans who will obsess over every single one of your songs and consume or purchase everything you have to offer. This means that you should work on building up this following little by little over time.
Regardless of whether or not you have an upcoming release, run ads with older music or other existing content. This will help you refine your strategy, allow you to make mistakes and learn from them, and figure out what works best for you and your ideal audience.
When it comes time to run an ad campaign for your upcoming release, you can show the ads to these same people, knowing they’re already warmed up, somewhat familiar with you, and are ready to check out your new song. Not to mention, you’ll already have the experience to make sure your new release campaign is optimized for success and gives you the best results for your budget.
Getting started with Facebook Ads Manager
Creating Facebook or Instagram ads is done through the Facebook Business Suite. There are two places to do this: the Ad Center and Facebook Ads Manager. The latter is much more comprehensive and will allow you to customize more variables, so that’s the one we’ll be looking at.
In order to navigate to the Ads Manager, click on More Tools in the left side panel within Facebook Business Suite, then click on Ads Manager.
This is where you’ll be creating your ads. It’s also where you’ll view ad performance. In this section, we’ll cover some of the steps you need to take to create an ad. We’ll also explore your ad options and how to decide which is best for your music goals.
1. Facebook campaign objectives
This is perhaps the most important step in creating your ad because it tells Facebook how it should be spending your money. Select the wrong objective at the wrong stage in your campaign and you’ll be paying a high price to get a single Spotify stream from someone who has no interest in ever listening to you again.
Facebook campaign objectives fall into three categories: Awareness, Consideration, and Conversions. You can find detailed descriptions of each objective here.
Facebook will simply show your ad to as many people as possible in your target audience to increase awareness of your music.
Facebook will show your ad to people who are likely to engage with your ad, watch your video, click on a link, or maybe even give you their email address.
Facebook will show your ad to people who are likely to take a more committed action, such as buying merchandise from your website.
It may be tempting to always use the Conversion objective — merch sales are great, right? But remember that your ultimate goal is to find dedicated fans — people who will not only buy one t-shirt, but also every single t-shirt you ever put out for the rest of your music career. Finding these people takes time and a well-crafted strategy.
Your overall strategy should include ads with all three campaign objectives, gradually narrowing down your audience into people who are most likely to become fans. But don’t worry, we’ll cover exactly how to do this in the strategy section of this article.
2. Facebook audience targeting
Facebook Ads Manager allows you to get very specific with who will see your ad. This is crucial, because the last thing you want to do is waste your ad budget showing it to people who are unlikely to respond. When creating your audience, there are a few options to consider:
Create a new audience while creating your ad
This is the simplest option and is great for the first stage of your ad campaign, where your goal is to warm up a completely cold audience (people who’ve never heard of you before). It will allow you to target people based on their location, age, gender, demographics, interests, and behaviors.
For example, if your music sounds a bit like Tove Lo’s and you think her fans would enjoy your songs, you can create an ad with them in mind by selecting “Tove Lo” as an interest.
Create a Facebook custom audience
In later stages of your campaign, you should think about targeting a more custom audience. This allows you to retarget people who have already interacted with you in some way. Maybe they’ve engaged with your posts, watched your video, or even visited your website. This way, you can spend money knowing with confidence that your audience already knows you, likes you, and will respond well to your ad.
Pro Tip: In order to track visits to your website, Facebook uses a piece of code called a pixel. Before running retargeting ads, be sure to install the pixel on your website and give it a chance to collect information about 20-30 events (actions completed on your website). This will give Facebook an idea of what kinds of people perform actions on your website. Facebook can then refine your audience to include more of those people.
Facebook lookalike audiences
Once you’ve identified a custom audience containing people who’ve already interacted with you in some way, you can let Facebook create a lookalike audience. This will be an audience full of brand new people who are likely to enjoy your brand and music because they “look like” people who already do — they fall under similar demographics, share similar interests, or have behaved in similar ways.
By creating a lookalike audience, you can promote your music to a completely cold audience (people who’ve never heard of you) knowing there’s a good chance they’ll respond positively.
Don’t forget to exclude audiences
When creating your ad, it’s important to think carefully about who should see it; but that alone is not enough — you also need to think about who shouldn’t see it.
Say, for example, that you’re setting up an ad to invite people to pre-save your upcoming single. The last thing you want Facebook to do is show it to somebody who has already pre-saved it. Not only does this create a poor experience for that person, but it wastes your ad budget on someone who’s already done what you’re asking them to do.
To avoid this, create a custom audience of people you don’t want to see your ad; then exclude them from the ad’s audience.
3. Ad budget and schedule
The question you’ve probably had on your mind this entire time is “How much does it cost to advertise on Facebook?” The short answer is, it will cost as much as you have to spend. The long answer is, it depends on many different factors, including the ad settings you choose.
Since this is a beginner’s guide to Facebook advertising, let’s keep things simple and assume the following:
With these two default settings left untouched, your ad will compete in an auction with ads from other advertisers who are also hoping to get attention from the same audience. The winning ad is the one that will be shown to people.
However, unlike in a regular auction, your ad’s chances of winning aren’t just dependent on how much you bid. Facebook also takes into account:
This means that in order for your ad to be shown to as many people as possible for the lowest possible cost, you need to optimize your ad as much as you can (more on this in the next section).
In any case, Facebook will never spend more than the budget you set. Within Facebook Ads Manager, you will be able to set a Daily Budget (how much to spend each day) or a Lifetime Budget (how much to spend over the course of the ad set). Many people like the convenience of setting a daily budget, but choosing this option means Facebook will spend exactly the amount you indicated, even if you would have gotten better results by spending more or less. With a lifetime budget, Facebook will adjust how much is spent each day based on the ad’s performance, making the most of your money.
When setting your daily or lifetime budget, you may find that there’s a minimum amount you have to spend. This number will vary depending on your campaign objective, optimization settings, currency, and schedule. Play around with this number and see how raising it or lowering it affects your estimated daily results.
The other thing to consider is how long your ad will be running. With a daily budget, setting an end date is optional and you can stop the ad manually once you’re happy with the results. With a lifetime budget, you have to set a specific end date.
The best length of time for your ad will depend largely on your campaign objectives, your audience size, and your overall campaign strategy. For example, if you’re running an ad in the first stage of your campaign to warm up a large cold audience, your ad needs to run long enough to create a suitable audience for the next stage. In other words, you need enough people to interact with your ad so you can later retarget them with another ad.
On the other hand, if you’re in a later stage of your campaign where your audience is much smaller and more targeted, you probably don’t need to run the ad for too long. In fact, if you set the schedule for too long, Facebook will start showing your ad to the same people more than once. As your ad is running, keep an eye out on the frequency metric. It’s okay for people to see the same ad two or three times, but anything over four will create a poor user experience for them and will negatively impact your ad’s performance.
Finally, Facebook offers something called Campaign Budget Optimization. If you’re running multiple ads at the same time that are part of the same campaign, you can set a budget for the entire campaign and let Facebook decide how to distribute funds among the different ads. For example, if you’re testing the same ad with two different audiences, this will analyze the results in real time and allocate more budget to the ad that’s performing better.
4. Optimizing your ad content and placement
As we hinted at in the last section, optimizing your ad’s content will not only improve your overall results, but save you money, too. Here are the most important things to consider:
You likely have seen ads in common places like Facebook newsfeeds, Instagram feeds, and Instagram stories, but there are many more places where your ads can appear. Through Facebook’s Audience Network, you can even place ads within select apps that participate in the program.
You can choose to distribute your ad through Automatic Placements and Facebook will determine the best places to show your ad, based on where it’s likely to reach your target audience.
Alternatively, you can choose Manual Placements and select the exact places where you want your ad shown. This is a great option if you want to advertise only on Facebook or Instagram, but not both. You may also choose this option if you already know where to reach your target audience.
When creating your ad, you can choose to use an existing post or upload brand new creative assets and copy (accompanying text). Your ad can be a single image or video, a carousel, or a collection of media. As a general rule, video tends to outperform other ad types because it’s much more engaging and better at grabbing people’s attention, especially in places like Instagram stories.
Your ad can be as simple as a short clip from your music video or an informal TikTok-type message from you about your new single. You can also experiment with text animations and other creative elements.
If you’re uncertain about what kind of ad design would resonate with your target audience, you can try Facebook’s Dynamic Creative option, which will automatically generate multiple variations of the same ad by combining different components in creative ways. However, if you already have an established brand that your organic followers are familiar with, it’s probably best to stay true to that.
Depending on where your ad will be shown, you may also need to add a headline and a description. Be sure to consider the platforms you’ll be using when writing these. For example, descriptions on Facebook can be longer than on Instagram, where people often don’t even read them.
Facebook Marketing For Personal Trainers
Facebook boasts almost 1.85 billion daily active users, which is nearly a quarter of the world population. As you might guess, this makes Facebook an incredible platform for marketing your fitness business as professionals.
The question is, how can you do so effectively? There are a variety of ways to build your brand and gain attention on Facebook. Here are some of the top keys.
Create a Search-Optimized Page For Your Business
One way to keep all of your marketing centralized is by creating a page for your fitness business. Think of this page as more than a space for your community to get information—it’s also a way for new clients to discover you! Use it as a mini-website, almost like a Google My Business listing. Put your location, your hours, any information that community members may need—and make sure all your links work!
On the page, you can post about upcoming events, challenges, and scheduling changes, and you can also share videos and photos of your business in action. Feel free to use before and after photos of clients (with their permission), run contests, and more to generate interest.
Keep in mind that even when folks like your page, they may not see your posts. Facebook tries to push business owners into paying for ads by reducing organic reach. As a result, it’s essential to combine your business page with the other strategies in this list.
Be Active in Facebook Groups
In the beginning, you may not have enough followers to create your own Facebook group, but that’s no problem. Join groups where your ideal customers will spend time, and then show up and be helpful daily. (Don’t forget, Trainerize Groups is another effective way to communicate with small client groups!)
Be sure to avoid groups run by other fitness professionals. Stealing other people’s clients is seen as unethical marketing. Instead, look for general health groups, nutrition groups, or groups dedicated to a specific sport or activity. Locally community groups can also be an effective way to grow your audience and share your knowledge!
When you begin to build your reputation by being active in the groups, you’ll create relationships that you can then bring to the next level. You might want to invite them to join your email list, for instance.
Want to see how easy it is to train online? Start your free 30-day trial of Trainerize.
Offer Tons of Value & Be Personable
Whether you’re on your own Facebook page, in a group, or on your personal Facebook profile, be sure that you’re focused on relationships. If you’re not, you’ll be seen as a “pushy salesperson” and you could turn off your potential clients. For inspiration on how to do cold outreach on Facebook, check out how Champion Method discovered a truly incredible niche and built their business to support that community.
As a fitness professional, you know how important it is to understand each person’s individual goals and help them with their unique issues. Take advantage of that to ask questions, build engagement, and meet people where they are.
Once folks know you care about them, they’ll be ready to hear about your services.
Use Facebook Features to Promote Your Business
Facebook has a lot of features that help people connect in different ways. Use them to your advantage for your business!
For instance, Facebook Stories allows you to share small snapshots of your day or your experiences with your followers. Use that to show yourself helping clients, grabbing a snack, or trying a new smoothie or product.
If you sell physical items as part of your fitness business, you can create a Facebook shop on your business page. This can give you excellent visibility for your products. Keep in mind that Facebook charges a 5% fee, however, and factor that into your business costs and pricing.
Take Advantage of Images and Videos
Images and videos are much more eye-catching and memorable than text. Use that to your advantage! As a personal fitness professional, you have a lot of opportunities to showcase your clients’ success visually. Recent studies show that consumers are interested to see more long-form content and meme & gif content from the brands they follow—think how you can create stories that will engage your ideal audience!
You can show workouts you recommend, take flattering pictures of your physique, talk about client success stories (with their permission), and share motivational quotes. Of course, the videos and images should be high quality as much as possible! Try not to compress your visuals.
The most important way to succeed on Facebook or any other social media platform is to share consistently. You can create a rough schedule of what you want to post each day of the week. Stick to it or mix it up, your choice.
The key is not to have your Facebook profile be a ghost town. It should be filled out with up-to-date information about your location, hours, and how to contact you. You should have recent posts and (hopefully!) high engagement through comments and likes.
When you’re consistent on Facebook, you’re showing people that you’re committed to showing up and making things happen. That’s what people want out of a trainer, so go for it!
Facebook Marketing For Photographers
In today’s internet, Facebook has become a force to be reckoned with. For many people, Facebook is their internet. It is where they get their news, catch up with their friends, go for entertainment and follow their favorite brands. To say every business should have a presence on Facebook is an understatement. Being active on Facebook is one of the best ways to promote your business via social media.
Although it was founded in 2004 as a way for college students to connect with one another, Facebook has grown to be the largest social networking site in the world. Boasting over two billion monthly active users, most users spend close to an hour every day interacting on a Facebook owned property. That hour is precious time that your business could use to win new customers.
Even if Facebook doesn’t end up being your main hub of social media activity, there are several reasons why using it can be beneficial for your business:
Who Is on Facebook?
With over two billion monthly active users, your ideal client is very likely on Facebook. In fact, according to the PEW Research Center, over half of Americans in almost every age range, except people over 65, report that they are on Facebook.
According to Statista, as of 2018, the largest demographic of users on Facebook is located in the United States, followed by India and then Brazil. Within the United States, about a quarter of users fall into the 25-34 age group. This is good news for any business owner who is looking to target that age range.
Of course, there are demographics that are more difficult to reach on Facebook. For example, I teach photography for a non-profit that serves middle school and high school students. In our marketing funnel, it has usually been the teen demographic that we have made our first touch points with, and Facebook used to be a great platform to do so. However, with every passing year, fewer teenagers have Facebook profiles. So we’ve needed to pivot and rethink our strategy and touch points.
Does that mean we should abandon Facebook? Absolutely not! Because we know it’s ultimately the parents who are making the purchasing decision. With nearly 33 percent of Facebook users in the 35-54 age range, we know that we can still engage with this important demographic.
Similarly for your business, you will probably find that your target demographic uses Facebook as well.
Using Facebook Pages for Marketing
The basis for all marketing on Facebook is a Facebook Business Page. Pages have been around almost as long as the network itself and have become an important way for business owners to communicate directly with their ideal audience. They differ from a Personal Profile in a number of ways, but the most important perks are the insights and tools that Facebook gives you on a Business Page. You’ll be able to see data on the demographics of users who like your Page, which posts are most effective, some insights into your competitors, and more!
There are a number of business owners I’ve met who use a Personal Profile for their business. Many years ago, this used to be the norm, but now using a Personal Profile strictly for business actually goes against Facebook’s terms. If you create a personal profile for your business instead of a Page, Facebook can shut down your profile.
Setting Up and Optimizing Your Page
Having an optimized Facebook Profile is fundamental to the success of your marketing efforts on Facebook. We will walk you through starting a Page from scratch, but if you already have one follow along to find opportunities to optimize your Page!
If you have yet to set up a Business Page for your company, navigate to the dropdown menu in the top bar on Facebook and click Create Page.
You’ll be asked what kind of Page to set up, and you’ll likely want to choose Business or Brand.
Now name your Page and choose your category, both of which will help people find you in Facebook search results.
Once you’ve done this, you will be prompted to add a profile photo, a cover photo, a short description of your business, and a username to help people find your business.
Your Profile and Cover Photos
When you upload a profile photo, choose something that reflects your brand. If you are the face of your brand, then a use a professional headshot. If you use your company logo, make sure that it is legible when seen in the Newsfeed. Ideally, a Facebook profile photo size is 360 x 360 pixels. But, at minimum, they must be 180 x 180 pixels. Don’t worry if you don’t already have an image in a square format, you will be prompted to crop when you upload.
Your cover is also an opportunity to show off your business and products either in a photo or video. The optimal size for a Facebook cover photo or video is 820 x 312 pixels. You will be given the option to drag to reposition your cover image if it doesn’t fit the dimensions.
When designing your cover, remember that it is a great way to let visitors know about current seasonal offerings and promotions you have, or simply to give them an idea of your overall offerings.
Here is an example from Moo.com. Notice how they showcase their products in a fun and colorful way.
Here is another example from Design Aglow where they are showcasing products made with their templates:
For my example Page, I used a template from Canva to showcase examples of my own photography:
You may choose to use example images from your business as your profile and cover photos. Whatever you decide, make sure that new visitors understand what your business is about immediately.
Once you have uploaded your cover image, you can click on it to edit the description to include a sentence or two of text and a link. This way, if you are promoting something specific in your cover, visitors can seamlessly jump to the linked page.
Creating a Page Description
When you’re in the process of setting up a new Page, Facebook will prompt you to create a short description of your business. You will have 155 characters to write a few sentences about who you are, who you serve and the benefits to your client.
Your About Section
In order to access and edit all the information for your Business Page, navigate to the About section. This is accessible on the left-hand side of your Page under your profile photo.
The About section for your Page details everything about your business, and has vital information like your phone number, website, email, mission, and more. Listing this information helps you be found in both Facebook and Google searches. For local businesses, such as brick and mortar studios, having information about where you are located is also helpful and important!
Facebook has also rolled out the Our Story section to help showcase the personal side of your business. This is extra real estate to share a photo and speak in your own voice to tell a more personal story:
Add a Facebook Call to Action
While Facebook has a lot of great features to help you interact with potential clients, oftentimes the customer journey does not stop there and you will want to drive users to your website or have them get in touch with you. In order to give business owners an easy way to drive website traffic or messages, Facebook rolled out the Call to Action Button, which can be found under your cover:
This button allows users to book with you (using certain app integrations), message you, visit your website and more!
Use the call to action (CTA) that best fits the customer journey most of your clients go on. For example, if you know that most of your bookings come from your lead magnet and newsletter drip, then you can direct Facebook users to sign up under the Contact you section.
Using a CTA in your Facebook cover to entice users to sign up for your lead magnet is a great way to optimize your Page! Below is an example that Social Media Examiner shared from Musicacademy. Their cover image details the lead magnet they are offering and the Learn More button under the cover takes users to the page where they can sign up for the 40 free lessons.
Additionally, their image description also provides a link to the lead magnet:
So make sure to use your call to action strategically to help move prospects closer to booking with you!
Building Your Facebook Fan Base
Many marketers will tell you that the amount of “likes” you have on Facebook, or any social media platform, is a vanity metric. However, the larger your fan base on Facebook, the more people you have the potential to reach with your posts. Although Facebook has throttled the delivery of organic posts over the years, some business owners are still able to maintain engagement with their fans by being strategic about what they post (we will talk about this later).
The most important thing to do when you’re building your fan base on Facebook is to avoid the temptation to buy likes. While it might make that vanity metric look nice, most companies that sell likes are selling fake accounts. This means that while it may look like your fan base is growing, these people will never engage.
Having an engaged audience on Facebook is the most important “hack” anyone can give you for how to succeed on the platform. Again, we will go into this more in depth later, but for now know that it is better to have only a few hundred Page fans that engage regularly than it is to have thousands of fans that never engage.
So how do you find fans who are interested in what you post and willing to engage? There’s no secret sauce to building your fan base. The best ways to build your community is to optimize your Page, invite some initial friends or colleagues that you know would be interested in your Page, and then be consistently active and engaging on the platform.
So, fill out your About section as much as possible, and this will help Facebook understand your business better. When Facebook understands your business, it is able to suggest your Page to users who like similar businesses. For example, when I click “like” on the X-Rite Color Facebook Page, Facebook suggests Related Pages for me to check out based on my interest and the information Facebook has on X-Rite Color:
Invite friends to like your Page. Just make sure not to be spammy if and when you do:
You can also promote your Facebook Page on your website by using the Facebook Page Plugin and embedding a link and mini feed into your site. This way, your website visitors can keep up with you on social media.
Now let’s talk about what to post and how to be engaging.
What to Post on Facebook
Everything that you post on your Page has the potential to show up in your followers’ news feeds. However, as the news feed has gotten more crowded, competition has become stiffer. Facebook has given more preference to posts that are seen as relevant based on initial follower response. That means that posting helpful information for your fans, and posting when they are online, is key.
In our last post, we went deep into creating a social media strategy and content calendar based on your ideal client. In the past, the Facebook Algorithm has favored video, and in 2018 Facebook shifted towards showing more content from a user’s friends and family. While this may have meant that the power of the Business Page has the potential to shrink, by focusing on creating content that people care about and engage with, you can work on creating staying power in the news feed.
According to Facebook, the platform is looking to highlight content that creates meaningful interaction:
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
Some ideas to stay visible and relevant in the news feed:
When to Post to Facebook
Conventional wisdom has held that people are on Facebook the most during work hours. A 2018 study by Sprout Social of the best times to post on Facebook back this data up, showing consistent engagement between 9am and 5pm Monday through Friday, with higher spots of engagement between 10am and 2pm on weekdays.
Your audience might be more specific, and you may want to determine a custom schedule for your posting. In a future post we will discuss how to dive into your social media analytics, but you can explore the data in your Facebook Insights, which are accessible at the top of your Page:
We can see that on my Page, my fans are on Facebook pretty consistently from 9am to 9pm:
Until you build up enough of a fan base to get some meaningful data, post regularly and keep an eye on the times that your fan base seems the most active. Before work, after work and when people are on their lunch breaks are always good bets! Think about the kinds of content that you can post that will educate, inspire or create a connection with your fan base. Posting promotional content occasionally is fine, but too much will simply seem like spam and is the fastest way to get people to unfollow you.
Facebook Post Types
Now that we know the overall content mix we want to share and when, let’s dive into some of the top types of Posts Facebook makes available to us.