27 Mar The 3 Fastest Ways To Grow Your Business Using Facebook
Unless you’ve been living under a rock for the past few years, then you’ve probably heard of a little site called Facebook, right? 😉
My guess is that you’ve also heard that it’s the place to go if you want to promote your business. Perhaps you’ve created a business page. Maybe you’ve even boosted some posts or run some ads.
But let’s be honest, there’s a problem with Facebook.
In fact, it’s a problem that extends to any kind of marketing or content creation.
On any given platform, there are so many different options and apparent opportunities, that it’s tough to know which one to go with…
Then there’s the fact that you only have a small amount of time each day to run your social media.
The solution is easier said than done: Just do the stuff that gets you the biggest and most consistent results.
But what is that ‘stuff’? When should you do it?
Well, I’m here to help.
I’m going to break down the 3 things that I’m doing in my business right now to leverage my time (and the power of Facebook) to get the best possible results.
The 3 Fastest Ways To Grow Your Business Using Facebook
Facebook Groups are an insanely good opportunity for businesses of all sizes right now.
Their power lies in the ability to create and build a real community of people who are all interested in a specific area of life or business.
The way that groups are currently working on Facebook puts them at a unique advantage:
- They’re the only place on Facebook where you don’t have to pay to reach the members (unlike fan or business pages where it’s now ‘pay to play’).
- You can build groups quickly without needing a big ad spend (or any ad spend at all – more on that in a moment).
- The group content appears in people’s News Feeds in a prominent position, so it gets more interaction than other post types.
- The content is mostly created by your members. Once you get your group past the first few hundred members, you can curate certain conversations, but you’ll also get loads of other people asking questions and starting conversation threads of their own.
Ideally you shouldn’t do much self-promotion in the group until you reach your first 1,000 members, as that will give you the tipping point for the group to start to snowball.
Here’s how you get to those first thousand members:
- Make the title of the group something compelling, something that ‘does what it says on the tin’ or that hints at an outcome that members will get.
- When you first create your group, set it up as a Public group so that other people can invite their friends to it as well. You can always make it Private later and start to vet the people who apply to join, but you need the momentum to begin with.
- Invite any and all of your relevant friends to the group. That word relevant is important. Inviting your brother or niece to the group when they have zero interest in your group’s topic is counter-productive and dilutes the community.
- Post only great content and don’t post ANY external links. If you have a great blog post that you want people to read, post it into the group as a post or a note, don’t link to your blog on your site. Facebook doesn’t want people leaving its eco-system. If you do post lots of external links, expect the reach and growth of your group to drop.
- Join other groups, but don’t do it if you’re thinking of just spamming them all with a link to your group. Instead, spend some time in groups that have lots of your idea client in them and answer their questions. Become helpful. If you’re useful to these people, they might ask if you have a group or check out your profile. If you have a link to the group on your profile, you’ll attract them into your world that way.
- Invite people from other networks and sources:
- Invite your email subscribers to the group.
- Post the group invite to other social networks where you have a following (like Twitter, Snapchat, Instagram etc.)
- Look up past customers or ideal prospects from within your email account and then enter their email addresses into the ‘Add members’ section in the top right of the group page. If they use the same email address on Facebook, they’ll get an invite to join the group.
Once you’ve grown that group, your job is to nurture it. Don’t allow anyone who tries to spam the members or ‘game the system’ by posting affiliate links or links to their own site.
I’d suggest you lay down some clear ground rules and then use those rules to protect and serve the membership. The members will appreciate it and you’ll be able to police the group more easily, because you have clear guidelines to follow that everyone is aware of.
Post consistently (literally daily for the first couple of months) which should only take you 20 minutes at most, and you’ll see the group grow.
When a platform like Facebook starts to advertise one of its features on the side of buses in the real world, you know it’s serious about getting everyone to use that feature, right?
Facebook Live is Facebook’s baby right now and it wants the best life for that baby.
As a result, when you use Facebook Live video to broadcast to people, Facebook features it in everyone’s News Feed.
Why? Because that way, more and more people will adopt the Live streaming tool and that will keep people using Facebook.
If you create content using Live on a regular basis, you’ll gain trust and credibility with Facebook as a source of content. As a result, Facebook will give you more reach. That’s why we can get 250,000 people to see my Lives. They’ve enjoyed the content and there’s enough of them that spreading the word is far easier.
You can now use tools like BeLive to turn your Facebook Live into a professional-looking broadcast, complete with on-screen animations and titles for the speakers.
Here’s how to get the most from Facebook Live:
- Tell people you’re going Live before you do. Make an announcement and tell them what time you’re going to start the broadcast.
- Make sure that your lighting and sound are good. Do a couple of test broadcasts first and then watch them back to see how they looked. You can always delete them later.
- Get people interacting by asking questions and saying hello to the people who join you. Get the viewers to comment below the Live to increase the comments and engagement levels. The more interaction your post gets, the more your video will be seen as valuable by Facebook and the more reach they’ll give it.
- Once you finish, go into the post that contains the video and add in both a title to the video and some tags that help the relevant audiences to find it. If you tell Facebook what the video is about via the title and tags, it will know who best to show that video to.
- Have some clear bullet points that you’re going to discuss and frequently remind people what you’re talking about, a bit like a radio DJ. ‘If you’ve just joined us, we’re talking about XYZ and Dan has just commented that…’
Facebook Live is a huge opportunity to get organic exposure, so take advantage of it while it’s still hot.
There are generally two types of small business owner on Facebook:
- There are those who groan and complain that they can no longer reach as many people organically as they could before.
- And there are those who realise that the game has changed and that Facebook is now a ‘pay-to-play’ platform in many senses.
Be in the 2nd group. It pays way better. 😀
Facebook Ads is by far the best paid advertising platform that the internet has ever seen.
The targeting ability is insane, right down to people who are travelling in certain post or zip codes, who have children, work for Royal Bank of Scotland and who are also interested in kayaking.
The uses of Facebook Ads are almost too numerous to mention, but here are a few that I use regularly:
- Use ads to boost your Facebook page posts and put them in front of your ideal customers.
- Create ads that warm people up or excite them for the launch of your product.
- Run lead generation campaigns that allow you to gather email or phone number leads inside Facebook without the user having to leave the site.
- Retarget people who have been on your site to offer them a paid product or service.
You can also do some more advanced things with Facebook Ads that are pretty mindblowing…
Just before I get to those, here’s a quick bit of background (for context):
Facebook gathers thousands of pieces of data about every single user and it updates that information daily (as you do more and more things both on and off Facebook).
As an advertiser, you essentially get access to that intelligence.
Here’s where it gets cool:
- You can add a piece of tracking code, called the Facebook Pixel, to your website and then build audiences of people who have seen certain pages. So, as an example, let’s say that somebody was looking at a product or service, but didn’t purchase. You could put another ad in front of them when they go back to Facebook, encouraging them to make that purchase.
- You can also upload lists of buyers and subscribers to Facebook Ads and use them to target only the most responsive people within your community. So now, you can back up your other marketing channels with hyper-targeted ad campaigns.
- The best part? Lookalike Audiences. This is where you take an audience like the ones mentioned above, then ask Facebook to do two things:
- Go through the data and find the commonalities between all the people in that audience.
- Then go and find hundreds of thousands of people who are just like them for you to run ads to! Think about that! You can upload a list of buyers, then get Facebook to find you more people just like those buyers. :0
I could fill an entire blog with Facebook Ad tips and strategies, but suffice to say that you need to be using them if you want to grow a business on Facebook.
And speaking of growing a business on Facebook, I want to invite you to something very special…
It’s an event I’m holding in London on 12th May and it’s the first of its kind that I’ve ever ran.