More than 58% of online users are active on
Facebook every month. With all of those active users, you would probably assume there are many, many
Facebook business pages — and you’d be correct. As of 2021, there are more than 200 million businesses, mostly small businesses, around the world using Facebook's free tools.
As a business owner, that's a lot of noise to compete with
on Facebook, in addition to the posts from friends and family that
dominate your audience's organic newsfeed. Here are five tips to
help your business stand out and to make the most of your Facebook business
1. Follow the 4-1-1
When posting to your Facebook business page, it is important
to include content that educates, inspires, and entertains your audience. A
content strategy that is only focused on pushy sales messaging can cause a drop
in post engagement and/or page likes.
By creating a compelling content strategy you can establish loyalty and trust with your audience, which puts you on a path toward loyal customers. Unfortunately, there's no magic solution for creating a content strategy. Each industry can benefit from different post types and frequencies. A good rule of thumb is the 4-1-1 rule.
Originally coined by
Andrew Davis, author of Brandscaping, social media 4-1-1 is a
sharing system that enables a company to get greater visibility with social influencers.
Here’s how it works…
For every six pieces of content shared via social media:
should be pieces of content from your influencer target that are also
relevant to your audience
- One should be original, educational content that you have created
- One should be sales-related — like a coupon, product notice, press
2. Provide Value With
Webinars or Facebook Live Chats
Webinars are a great tool for businesses to promote their
expertise, provide valuable information to their audience, make important
announcements, and gather new potential customers.
Webinars are typically live online events that guests
pre-register for and join at a specific time. This helps to build your list
with the guest registrations as well as gives you an opportunity to close some
sales as you present your webinar.
If you’ve never conducted a webinar before, here are some
topics that can be used across many different industries:
Invite experts in your industry and conduct Q&A
sessions with them
- Do a Q&A session by yourself during which the
viewers can ask questions
- Announce new product updates and introduce why
you made it and how it can help your customers
- Pick an interesting news story in your industry and dive deep into it
The same types of ideas can be implemented with Facebook Live. The difference with this is that guests don’t need
to pre-register and can hop on as you’re filming.
Using Facebook Live allows for your recordings to be saved
to your Facebook page afterward for continued views. This is a great option
for when you have quick updates or want to share breaking news.
3. Use Polls to Get
Conducting polls is a very interesting way of engaging your
audience. Not only do polls typically get higher engagement, but they can also
provide you with valuable feedback.
People like participating in polls on Facebook because they
are easy, quick, and fun. They feel like their opinion is being heard and in an
entertainment aspect; polls can even feel like a game when positioned
Facebook gives you the opportunity to create polls with
texts, photos, or GIFs. You can publish them in your story or news feed. They’re
a really cool way to increase your page engagement rate.
4. Analyze Your
Insights and Watch Competitors
Make the most of the analytics data that Facebook Insights provides
about your audience for targeting and marketing. Here's a short list:
Pageviews, reviews, likes, reach,
recommendations, post engagements, and followers
- Audience behavior, buying patterns, demographic,
and geographic locations
- Posts reach for both organic and paid strategies
- Traffic sources like Google or your website
- Link click activity, e.g. websites, app stores, click to call, maps/directions, lead forms, shops
- Post engagements and shares
- If you hold events, it will show “people
reached,” “event page views,” and more
There are also other statistics that you can
find when going through Facebook Insights in order to make better marketing
decisions. In addition to your own page insights, Facebook also offers
the ability to analyze your competitors with the “Pages to
Watch” feature. You can see what content your competitors are posting, as well as the ads they’re running.
- Video performance and engagements
5. Build a Community with Facebook
From car enthusiast groups like Mazda Miata Club (79k members)
to entrepreneurial support groups like Women Helping Women Entrepreneurs (582k
members) to local buy and sell groups like Orlando Yard Sales (106k
members), Facebook groups are used for many different purposes, but they
all have the ability to create a community around their topics.
These groups are a great opportunity for business owners
looking to build and manage a community around their brand. They can help you
position yourself as an industry expert, find new customers, and more.
Also, when your community becomes large enough, you can do
other cool things:
Conduct meetups with your community and
share information with them
- Gather focus groups to discuss how your product
or service could be better
- Hold an event to celebrate active members
Grow Your Facebook for More Business
There are many things you can do to stretch
the effectiveness of your Facebook business page, but one of the most important to focus on is bringing value and enjoyment to your audience. You won't be able to attract a following or generate engagement and conversions if you only talk about yourself. Remember to mix it up!
Schedule a free consultation now with Sales & Marketing Technologies to see how Facebook marketing would benefit your brand.
Editor's Note: This post was originally published in June 2019 and has been updated for accuracy and comprehensiveness.