Alex McCann, a long-standing social media and online marketing expert and founder of the social media marketing firm Altrincham HQ, shares his top tips on using Facebook for business.
Why Facebook?
I know for many of you, Facebook will have been the first social media platform you used regularly. Sure, there was Myspace before it, but that was an extension of being a teenager and was more about listening to music and chatting with friends than it was about business.
Despite some people suffering from Facebook fatigue, it is still the biggest social network out there with over 2.3 billion users and growing. Importantly for you as a business owner and marketer, around 60% of the UK are on Facebook. In terms of the size of the user base, there is no bigger platform than Facebook.
What can you do to make the most of Facebook for your business?
As we’ve said, Facebook is the biggest social media platform. That means its biggest benefit is also the biggest problem for businesses. You’ve probably heard the dreaded phrase ‘the Facebook algorithm’ and not really understood what it means for you as a user or business.
In short, if the average user saw every update from friends, family, pages and groups, they would see 1,500 updates a day. That’s too much, so Facebook only shows you 20% of that – around 300 updates a day. It’s your job as a Facebook page admin to produce quality, relatable content that your audience engages with and hence be seen in that 20%.
Business owners often complain about the algorithm without realising the algorithm is there to keep standards high; so that people keep using Facebook. If the average user gets bored with Facebook because it doesn’t serve them, then Facebook will no longer serve a purpose for small businesses. And that’s where these tips will help:
Posts with big emotional impact
Most businesses make the mistake of selling on every post. However, what works on Facebook are posts with a big emotional impact; joy, laughter, inspiration and empathy are the order of the day. You’ll probably also see anger and frustration used as a common emotional pull by news outlets but you want to focus on the positives as a business.
Tell stories and make people feel something
If you can make people feel, you can make people buy.
Video
At the moment, every social network weights the algorithm to video, and Facebook is no different. Video touches the senses – sight and sound – and truly brings the fans into your world.
Any video that is to be used for longer than a year should be professionally recorded. However, there are plenty of times where short-form videos can be recorded from your smartphone. Also, try apps like Clips to add easy subtitles to speaking head style videos; people often watch videos on social media with the sound off due to being in the office or on the commute.
Hero your customers
Include your customers as part of your social media marketing. Hero them, shout about their good news and bring them into your world. Everyone loves to be talked about in a good way so why not use your platform for good?
Part of your Facebook marketing should be to curate good news from clients and customers and spread that good news to the world. Your customers will appreciate it and it will make your Facebook newsfeed more interesting.
Run competitions
Everyone loves a competition. It’s fun, it gives your followers a chance to get involved and engaged, and the algorithm loves it. Think of a prize that relates to your business and a prize that is valuable enough for people to enter without killing your marketing budget each time.
Also, try and think of something you can repeat regularly, say once a month. Then use your existing email database to drive people to that competition on Facebook.
Facebook groups
Can you set up a Facebook group that serves your target market? I’m part of vegan groups, running groups and networking groups. I’ve joined them because they serve the purpose of shared interests, help and advice.
Think about any issues and passions you could set up a group around. Check someone isn’t doing it already and then start building your community. (Ninety-five per cent of the group should be about the community rather than selling.)
About Altrincham HQ
Alex McCann is the owner of social media marketing company, Altrincham HQ. With over 14 years’ experience of social media and 20 years’ experience of online marketing in other companies, clients come to McCann when they want a veteran rather than a rookie.
At Altrincham HQ, McCann works with businesses to make more of their social media marketing, delivering results via social media training or management packages.
Voted the Best Social Media Company in Manchester at the Talk Of Manchester Awards, Altrincham HQ has helped thousands of businesses and individuals across the North West. They include the BBC, Manchester City, Manchester Arndale, Selfridges, NHS, University Of Manchester and many more.
For further information on Altrincham HQ’s services and training please click here or call Alex on 07806 774279. Click here to follow Altrincham HQ on Facebook.
