As if you didn't already know, Facebook is a highly advanced (and potentially lucrative) advertising platform. The targeting options are insane, and the prices are phenomenally cheap.
But without a solid strategy, small businesses will fail to drive traffic to their website, garner back-links, and ultimately improve their bottom line.
By now you should realize that it is the number one social media site in the world, and it does a whole lot more than allow us to talk with our friends and family, share photos, and talk about trending events. Facebook can be a massive source of traffic to your website – which will help generate sales, engagement, and even build trust with your audience. Below are five great ways to take advantage of the Facebook platform for your business.
1. Capitalize on Existing Traffic
So, digital marketing is all about generating new leads, right? Not always. There is a great deal of value in growing an audience of users that are already aware of your business’s existence. Any organization’s website is essentially their hub and online storefront for their product or service. Instead of focusing purely on new leads (which is arguably important), website administrators need to leverage their influence on existing traffic to reach new visitors.
Enter retargeting ads. These ads work in a unique way - they target people that have visited your website and 'retarget' them with ads related to your business. Typically this is some sort of lead magnet offer that gets them to come back and engage with your brand. These ads are cheap and can leads to some great leads that might have otherwise been missed.
(By the way, if you haven't already set up your retargeting pixel for Facebook, you need to do that now. Even if you aren't going to be doing ads for a few months, this will start to build that audience so that when you're ready to advertise, it's already there for you.)
Also, let your current traffic become cheerleaders & evangelists to your cause, sharing your message with their social media peers. It may sound inconsequential, but adding social media buttons to your website will increase its share-ability…and hence, the amount of people who are exposed to your business.
I've even seen cases of people judging the validity of a website by the existence of social media usage. "If they're updating Facebook regularly, they're probably legit." I've heard this exact statement from focus group members when asked whether or not they'd trust an online store they hadn't heard of or been exposed to previously.
2. Use Email as a Way to Increase Exposure
Do you have a direct-marketing email subscriber list? If not, you should. But that is just the first step to effective social media marketing. Website administrators should always include a link back to their website within their signature, even if they don’t have a list. It just makes sense to send a link to every email contact you communicate with that would send them to your Facebook page.