Facebook for Business: Everything You Need to Know
Every small business can benefit from a Facebook presence. With more than 2.91 billion monthly users, Meta – the Facebook company’s new name – gives small businesses many ways to promote their services, increase customer support, and boost sales and recognition through their Facebook platform.
Using Facebook for your small business may seem challenging because the platform’s rules and algorithms change frequently. However, with the right strategies, Facebook is one of the best ways to use social media for business.
One of Facebook’s biggest strengths is allowing you to target a specific audience through paid campaigns and advertisements. The platform maintains a significant amount of information about its users, which can be advantageous when targeting ads. In addition, creating a Facebook Business Page can be an effective small business marketing tool.
Did you know? Facebook’s business offerings used to be grouped under the Facebook for Business umbrella. Now, these business tools are called Meta for Business, reflecting the company’s new branding.
What is a Facebook Business Page?
A Facebook Business Page is like a free business website companies can build on to expand their internet presence. Like a personal Facebook profile, your Facebook Business Page includes functionality for sending and receiving messages, posting updates, getting notifications and interacting with other users’ content through liking, sharing and commenting.
Of course, given how many companies have a Facebook presence, you’ll need your Page to stand out from the crowd to draw significant attention to your business. If you’re questioning whether the work that goes into distinguishing your company on Facebook is worth it, the many benefits of Facebook Business Pages may convince you to invest the time.
Key takeaway: A Facebook Business Page is a free resource that helps you to connect with customers and grow your online audience. Like email retargeting, Facebook allows you to reach a captive audience.
Take advantage of social media
Almost 80% of Aussies are active social media users, and one-third of Australian consumers say that they will inspect a brand’s social media presence before doing any kind of business with them. That said, many small businesses disregard social media marketing, which has tremendous potential to grow their business. Social media is an instant connection to the world—a powerhouse of visually rich content that people are constantly engaging with and sharing. You can establish a social media presence without splurging on paid ads or hiring an influencer to market your business. We encourage you to create a free business profile on any platform your target audience uses and start posting relevant, useful content in your niche. When people find that your posts are actually helpful and engaging rather than just blatant advertising, you will receive organic followers who may eventually become customers.
In terms of ROI, email marketing outperforms almost all other marketing techniques. From sending newsletters, seasonal offers, and promotions to providing customer support, email is a versatile tool that every small business should use. The best part is that it’s highly customisable and exceptionally affordable. You can target and deliver relevant emails that bring value to specific customers for a fraction of what other marketing channels cost.
If you want to begin your email marketing journey or enhance the methods you’re already using, you can test out our free version of Zoho Campaigns. Our easy-to-use email marketing software has automation, templates, and metrics, so you have everything you need to optimise your email campaign performance.
Build a business blog
Business blogs are an effective tool to build brand authority and credibility. Though they may take longer to produce results than other marketing methods, they are undeniably an excellent investment for your business. When you share your expertise by writing optimised blogs specific to your industry, you give more reasons for search engines to display you on results pages. This also helps you build domain authority and generate traffic to your website by reaching a larger audience. Simply put, the higher your search engine rankings, the more people will find you, and the better the chances are that they will convert into customers. For example, let’s say you run a photography business. If people searching for a wedding photographer in Brisbane come across your blog post on ‘Top 10 photography spots in Brisbane,’ they might want to hire you if they were impressed with the photos you took and your deep understanding of the the field.
Online forums are where people exchange ideas and interact with one another about a particular subject. Choose a suitable forum where you can meet prospective customers, participate in discussions, and actively contribute your tips and opinions on topics related to your business. However, be certain that you are adhering to the rules by promoting your company only in appropriate contexts. This is an excellent way to network with potential customers, build relationships, and introduce them to your services at the right time when they are needed. Quora, Reddit, LinkedIn, Facebook, and Flying Solo are some platforms where you can find dedicated groups or channels related to small businesses.
11 local marketing strategies you can start today
1. Optimize your website (and localize it).
Website optimization is key to driving traffic, but is your website optimized for local users? Not only should you follow search engine optimization (SEO) best practices, such as employing keyword research to inform your website content, you should also guarantee that your website offers a top-notch mobile experience, said Heather Lodge, chief marketer at Click and Mortar.
“More than half of traffic coming to websites is from mobile devices,” she said. “If you have a website that’s nice and streamlined, with large text to read on a small screen and large buttons to easily click, you’ll have an easier time attracting local business.”
In addition to these recommendations – which are key for any digital marketing strategy – your website should also be localized, Lodge said. That means determining keywords and key phrases based on local SEO – ask yourself, “What is the local market searching for on Google?” A good rule of thumb is to frequently mention your community or nearby communities. If you’re targeting a regional audience, consider adding language to your website like “serving the tri-state area,” for example.
You can improve your local SEO insights even further by leveraging free keyword research tools like Google Analytics, Google Trends and Google Search Console to inform precisely what local terms you should incorporate. The more you optimize your website for local search, the more local customers are likely to land on your webpages.
2. Update title tags and meta descriptions.
Title tag refers to the 60 characters that search engine users see on the search engine results page (SERP). Keeping a title tag relevant to your brand and location, but shorter than 60 characters is optimal, McKnight said.
The meta description is less likely to factor into search ranking, McKnight added, but it can improve click-through rates by signaling to users precisely what type of information they might find on the webpage.
“Data shows that a quality meta description … can help click-through rate. On the flip side, for a business like a restaurant that wants people to call, having a phone number in the meta description is huge,” McKnight said. “Meta descriptions should always be 160 characters or less.”
The title tag and meta description can be edited in the administrator’s tools of the web hosting platform you use. For many small business owners, McKnight said, WordPress offers an easy to use SEO function.
3. Set up local landing pages for all your business locations.
“There will often be companies with a lot of different locations, but they don’t include pages with information on those different locations on their website,” Lodge said. “These pages should include each location, directions on how to get there, and what store hours are.”
Lodge added that these pages should include specific content about your business. For example, a real estate agent based in Nashville, Tennessee, shouldn’t just list on their website that they are a “real estate agent.” Instead, including the key phrase “leading real estate agent in Nashville” signals to search engines where the agent is based and helps serve results to a local audience. It also considers how people are searching for real estate agents; they don’t just want anyone, they want “the best” or “leading” real estate agents.
4. Claim your Google My Business listing.
One of the easiest and most effective local marketing strategies you can employ immediately is claiming your Google My Business listing. Google My Business provides search engine users with information like your location, store hours, directions, contact information, and more directly on the SERP.
“Claim your Google My Business knowledge panel and make sure that it is updated,” said McKnight. “Especially during COVID-19, make sure it reflects current store hours and accurately explains any restrictions, such as takeout or delivery only.”
Lodge added you should also claim local listings on other third-party sites, such as Yelp. The more places users can find your business (along with location information) the better off your local marketing success will be.
5. Optimize social media pages.
Social media marketing is critically important when it comes to local online marketing. Much like your website, your social media pages should be optimized and localized. This means providing up-to-date information, such as your business’s location, contact information, and store hours. It also means maintaining an active social media account. You can preschedule social media posts using tools like Hootsuite.
“From a small business perspective, social media revolves largely around communication about deals, reopenings or promotions,” McKnight said. “A lot of it is just reputation management.”