There are 2 ways a customer comes to you through Facebook. One is that they do a search and find you. The other is that you reach out to them through ads, or boosting your posts. Here are 3 things to do to make sure that you are leveraging both communication paths.
First, optimize your Facebook profile to make it easy for people to find you. Go to your profile on your business page. Hit the About link, then Edit page info. Make sure your user name is your business name. Maker sure to check all the info here and update when necessary. Use a specific descriptor with your Name, for example: All Around the Barn - everything for your horse. This will help people find you.
Next, use the native video tool in Facebook to create a 30-90 second video post that is useful information. It can be about a new product, a new way to do something, expert advice, etc. It should NOT be promotional. These videos are showing a +135% reach. That means +135% more than your average post! To really leverage your video, use the Boost Post option. Yes this will cost you a bit of your marketing budget, but it is worth it. There are two ways to maximize this tool. First, make sure you are boosting to people within a certain mile radius to your business. Next, use the interest box to reach people who will want your products. You might use terms like Horse care, Equestrian apparel, etc. You can also put in a brand or organization to hit people who have the same profiles characteristics. I like to do one boost per interest so I can track what terms are most successful. I can learn what topics and messages work with which groups. In a few weeks, I can use this info to create a pretty efficient, cost effective out reach plan. Start with one video this week and you'll be on your way to manageable and successful strategy in no time. The key to social media success is efficiency for you and consistency for your customer. We'll discuss that next time.
Written by Anne Cecil, founder of ONO-Made in the 191. Anne has over 30 years professional experience in retail merchandising & management, product design, coaching, public speaking & consulting. Her posts focus on helping retailing maximize profits, floor space & creating impactful merchandising.