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Marketing / Social media

Getting more business from Facebook

If your Facebook page is having little impact on your bottom line this step-by-step strategy will help you capture real leads and get more business from Facebook.

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I was floundering around on Facebook for quite some time before I discovered a simple technique that had a dramatic effect on the size of my audience and the type of relationship I have with them. 

To implement this strategy you’ll need a Facebook page for your business and a basic understanding of the Facebook advertising platform. You’ll also need a database in which to capture email addresses. 

Invest in some targeted Facebook advertising

Facebook advertising allows you to spend a very small amount of money and attract potential new customers to your Facebook page. As an example, I recently spent $150 over a two-week period and captured over 100 email addresses for my database. That’s an acquisition cost of less than $1.50 per customer. 

I achieved this result by running five Facebook ads simultaneously. At the end of the first week I analysed which of those ads gave me the best click-through ratio and the lowest cost per click. I then spent my remaining budget running the best performing ad for the entire second week. 

"It might sound obvious but the vast majority of Facebook pages do not instruct or incentivise people to click the "Like" button."

My Facebook ads were highly targeted to users within my geographic and demographic parameters who had indicated in their Facebook profile that they were interested in the type of product I was offering. I also offered a freebie as an incentive for people to visit my Facebook page. 

Want more articles like this? Check out the social media section.

Tailor your page to your promotion

The second step in the process is your Facebook page. One of the biggest mistakes newcomers make is leaving “the wall” as the default landing tab on their Facebook page. I set up a customised landing tab with explicit instructions on how my audience could get their hands on the free goods. The first instruction was to click on the “Like” button on my Facebook page. This puts my brand in front of all of their Facebook friends instantly. 

It might sound obvious but the vast majority of Facebook pages do not instruct or incentivise people to click the “Like” button.

The reveal

The third step is called “the reveal”. Once a user clicks the “Like” button the custom landing tab auto-magically changes to reveal how they can qualify for the freebie. In my case I simply requested the user sign up to my email newsletter mailing list and offered them a free gift in return. The free gift can be something as simple and inexpensive to produce as an e-book or a discount voucher. The point is, without a reward and a clear instruction, chances are you won’t get the email address. 

Of course, once you have the email address you should have an email marketing strategy in place to turn these strangers into customers. But that’s for another article. 

So to recap, Facebook advertising gets the attention of your target audience and once you have this attention you can instruct them to click the “Like” button on your Facebook page and enter their email address into your lead capture form in exchange for a reward. Simple, inexpensive and very effective. 

How have you been faring on Facebook? Please share your tips and experiences of getting business from Facebook below.

Troy Dean

helps small business professionals navigate their way around the internet so they can achieve their business goals. He has a particular passion for social media and loves that you can measure everything you do online.

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