How would you like to log into Facebook each morning to see a vibrant, thriving business page?

And what if you could make new contacts daily, tapping into all that Facebook has to offer?

You can! It just takes commitment, planning, and a little know-how.

Because no matter what you’ve heard, Facebook is still a powerful marketing tool.

It can help you take your business marketing to the next level (IF you have a smart Facebook strategy in place).

Whether you need to make a few simple tweaks to your current page or perform a complete overhaul, these Facebook marketing techniques will help your page get seen.

5 Facebook Marketing Techniques to Get Your Page Seen

Tip 1: Build Out Your Bio

Just because you build a Facebook business page doesn’t mean people are going to flock to it. There are a few things you need to do to ensure people can find you and that when they do, that they want to follow you.

Your first step is to craft your bio. Create a 150 and 300 word bio for your short and long description. Here’s a great example from one of my favorite ladies (and pages), Sally Hogshead:

See how she speaks directly to the needs of her fans? Keep this in mind as you put yours together.

Here are a few ideas to get you started:

• Add in details about your skills, talents, awards, who your perfect audience is and how you help your clients or users.
• And don’t forget to sprinkle in keywords. These are the phrases that will help search engines and people know what you’re all about.
• Remember, this isn’t a time to be salesy or spammy. Think useful, helpful and informational/educational about you and your company.
• Add information that helps fans and potential customers take that next step with you. What do they need to know?
• Think about client needs and then position the content in your bio to meet those.

Tip 2: Write a Memorable Tagline

Your next step is to create a memorable Facebook tagline.

A tagline makes your company sticky. It brands your business and leaves an indelible mark in the mind of your fans.

Just think about how some of the most popular taglines have stuck with you throughout the years. Here’s a few of my favorites.

1. BMW    The ultimate driving machine
2. BOSE    Better sound through research
3. Bounty    The quicker picker-upper
4. Capital One    What’s in your wallet?
5. GLAD    Don’t get mad, Get GLAD
6. M&Ms    Melts in your mouth, not in your hands
7. Nike    Just do it

Each one of those taglines is easy to remember and simplistic in its mission.

So, how can you come up with a clear, memorable and actionable tagline for your business?

• Pick one that you will want to keep around for a while. Make it relevant to today, tomorrow and years ahead.
• Choose one that is easy to remember and will make people think of you every single time they hear it.
• Share the one thing you do better than anyone else in a succinct way.

Once you’ve nailed down your tagline, add it to your page.

• Short description box
• Long (extended description)
• Cover photo
• Logo/profile picture

Tip 3: Create a Branded Cover Photo

From your Facebook graphics to your logo, videos, and cover image – create a seamless look and feel that’s a direct representation of your company.

The best place to start? With your cover photo.

It’s one of the first things people will see and a perfect place to brand your business and tell your story.

But don’t just stop there. Use it to promote your products, share what’s happening within your business and talk about upcoming events.

Here’s a mix of industry related content to get your creative juices flowing!

Scalable Social Media

Brendon Burchard

Luna Vine Wine Bar

Jenns Trends

The Blog Squad

Now that you’re feeling inspired, make sure you change out that cover often.

Take action and head over to Relay – choose the Facebook cover template and create your own unique design.

Tip 4: Add a Call to Action to Your Page

Your next stop is the Call to Action button. Here you can direct fans to a product, service, your latest webinar or even a book.

Begin by brainstorming what that next step is you’d like your fans to take.

Now look at the 7 call to action buttons:

1. Book Now
2. Contact Us
3. Use App
4. Play Game
5. Shop Now
6. Sign Up
7. Watch Video

Once you know what they are and which one makes the most sense, it’s time to get one active on your page. Here are a few ideas on how to use them from social media strategist Peg Fitzpatrick.

• Book now *for consulting calls or intro appointments*
• Contact Us *for brick-and-mortar businesses to grab local customers*
• Shop Now *for any service company or to drive traffic to your Etsy business*
• Sign Up *to grow your essential email list (this should be your default!)*
• Watch Video *could be the gold-standard choice to tell your story*

You can see what they look like in action on Peg’s page:

Tip 5: Spice Up Your Page With Video

‘Spice’ up your Facebook Page by using video.

Make sure your videos are short, entertaining, and captivating. Your goal with a video should be to leave the person who just watched it feeling like you helped them.

You should also allow them to gain insight into you and your business.Let people get to know you!

Wondering what type of videos you should create?

• If you’re a blogger, think about the content you’ve already written. How can you repurpose that into new media?
• Share a useful tip, offer your advice, share words of wisdom or brighten your fans day by making them laugh.
• Talk about an upcoming event and what your fans would gain by attending or following along on your adventure.
• If you’re a local company, video the area, local events, holiday happenings or landmark/historical areas that connect your fans to your local business.

However you choose to use video, make a plan to incorporate it consistently. Your fans will love getting a glimpse into your day to day activities.

Look at how Unbounce is using them. Create a series out of your evergreen content and boom – you’ve repurposed old content, giving it a whole new life.

Final Thoughts

The tips above might feel easy to implement, only taking a few minutes to execute.

But while they might be simple, their impact can be significant.

Take the time today to put thought into each one and transform your Facebook page from blah and boring to branded and engaging.

Which tip will you take and implement today?

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HOW TO FIND YOUR TARGET AUDIENCE ON FACEBOOK

Targeting all one billion Facebook users may seem like the right way to get your brand out there, but you’d be wasting your money by reaching people who may not be interested in your message. Not only are you reaching users who are less likely interact with your content, but you’re also more likely to pay more per person for more eyes on your ad, especially when they’re not your target audience on Facebook. 

Instead of trying to reach as many users a possible, focus on targeting users who are more likely to engage with your content. The more relevant your ad, the higher your Facebook Relevance Score will be, which means the cost of reaching those users will be lower. Earlier this year Facebook rolled out theRelevance Score reporting metric, which takes into account the positive and negative feedback they expect the ad to receive from its target audience. The less relevant your message, the lower the score, and this could lead to higher costs because the Facebook delivery system is designed to show the right content to the right people. 

Not sure who to target? The Facebook Audience Insights tool is a great start to learning about your current fan base, acquiring additional fans or identifying new ones. The tool is designed to help advertisers learn more about their audience with information on geography, demographics, purchase behavior, and more. 



There are many ways to target your post, but don’t feel overwhelmed! You don’t have to use all of the targeting options at the same time. Here’s a list of targeting options I’ve found useful.

GEOGRAPHIC LOCATION

Is your product only sold in certain areas of the United States, or is your message only relevant to those in the Midwest? Instead of targeting all of the United States, focus on areas where your audience is located. You can target as general as the state level or as specific as the ZIP Code™ level. You can also target a 10-50 mile radius of a city or ZIP so you don’t have to spend time entering the ZIP Codes of specific locations.

DEMOGRAPHICS

Facebook demographics can be incredibly specific with characteristics that include education, employment, household, and lifestyle. Instead of a combining all of the characteristics in a single target, consider breaking them up into separate targets so that you’re able to optimize towards the better performing target.

INTERESTS

Of all of the targeting options available on Facebook, this is my go-to target, as it tends to perform well every time. That’s likely because your message is likely to be aligned with what your audience already likes on Facebook.

Targeting is about both precision and experimenting as you discover how to reach the most relevant audience for your content. Facebook has all kinds of tools to help you test and learn, see what works, and optimize in order to reach the right people. When you do, it has great rewards.

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There are many ways to market your business on Facebook.

There are also a multitude of  ways to kill your efforts, leaving your page dead on arrival.

If you’ve struggled to build momentum and increase Facebook engagement, there’s hope.

With a few minor tweaks, you can overcome any fatal mistakes.

Not only can you overcome them, but you can turn your page into an irresistible destination.

In the 7 steps below, I’m going to show you how to do it and stop that next mistake from happening.

7 Fatal Facebook Marketing Mistakes You Can Quickly Overcome

  1. Mistake: Mimic the Competition

Herman Melville once said, “It is better to fail in originality than to succeed in imitation.”

It’s no different with Facebook marketing. Savvy marketers know that if you want to die a quick death – try to be anything but yourself.

While it might be true that there are no new ideas, there is your unique perspective. There’s the insight, experience and wisdom that’s woven into everything you do.

And consider this, adding context to your content creates differentiation. On the flip side, mimicking your competition makes you look unoriginal. It lacks the distinctive flair needed to stand out online.

Not to mention the severe impact swiping your competitors’ ideas will have on your brand. Don’t be that copycat.

To avoid this, take the time to make everything you do undeniably you. From content to visuals, everything you post should scream your brand.

Speaking at Social Media Examiner’s #SMSS15 last week, I shared this easy tip.

When creating visuals, use a consistent color palette—it’s the glue that ties your brand together and the identifier that makes your content stand out.

Remember: to maintain your originality, you need to ensure that your message, voice, and tone is consistent. Become a destination by creating posts worth reading and content worth spreading.

  2. Mistake: Neglect Facebook Fans

Smart marketers know that happy customers are likely to come back. Not only that, they might even recommend your Facebook page, expanding your fan base organically.

One of the most effective ways to keep your customers happy is through active listening and a quick response time.

And it should go without saying that honesty is the best policy when responding.

As you know, people are always paying attention. They want to know that what you say and what you do is one in the same.

Just as great customer service sets your company apart, so does transparency. It can also be the key to continued growth through word of mouth marketing. It’s no shock that happy customers tell others about their experience.

KLM Airlines gets this. They not only give their fans something positive to talk about (and entertaining to look at), but they build trust and rapport by staying highly interactive.

They’re building brand loyalty one comment at a time, allowing fans to become advocates, actively recommending the airline to other prospective customers.

  3. Mistake: Use a Facebook Profile as a Page

Are you using Facebook to market your business through a personal profile, not a business page? Tsk, tsk.

Many businesses make this grave mistake when they start marketing on Facebook. If this is you, stop right now and convert your personal profile into a page.

For one, you’re in violation of Facebook terms, which clearly states that you are not allowed to use a personal profile as a business.

Secondly, using a Facebook profile instead of a page is going to deprive you of many privileges reserved for Facebook pages.

For example:

• There are unlimited connections when you use a page as opposed to a profile. With a profile, you’re limited to a maximum of 5000 connections.
• There are many marketing features including ads, analytics, and applications that are exclusively reserved for Facebook pages.
• The Call to Action feature is a huge marketing opportunity you’re missing out on.

Take a look at a few ways you could be using it.

Peg Fitzpatrick

Mari Smith

Melonie Dodaro

  4. Mistake: Randomly Post to Facebook

Two keys to any great Facebook strategy are content and consistency.

It’s not enough to simply create a Facebook page. You need to show up and share valuable information on a daily basis.

A solid Facebook posting strategy is one where you set realistic goals and then execute upon the tactics put in place. So, what does this look like?

Review company goals and determine what you’re trying to accomplish and how Facebook marketing will move you towards those goals.

Once you know what you want to achieve, now begin to segment out your daily, weekly, and monthly posting strategy.

A good strategy not only eliminates a last minute rush, but also allows you to act on purpose.

Here’s an Example of a Facebook Daily Posting Strategy:

  5. Mistake: Chase Vanity Numbers

Are you wishing for social media success, or are you planning for it?

Put a plan in place that allows you to track, measure and assess your results. And do it often.

That’s where True Social Metrics comes in.

At Post Planner, we’ve determined what we’ll actively measure based on our OKR’s (Objectives and Key Results). Here’s an example of what this looks like.

• Posts (curated from within Post Planner) – including viral photos, status ideas, blog content.
• Conversation rate – Tracking the conversations per post. e.g. replies on Twitter, comments on Pinterest, FB, IG photo, pin or post.
• Amplification rate – How our content is being amplified across all of our networks. e.g. re-pins, retweets, or re-shares of a particular post.
• Applause rate – The applause rate is based on the number of “likes” (retweets, pins, etc) each post gets.
• Economic value – This is based on the goal values set up in Google Analytics. I’ll admit, we don’t have all of this complete yet, but this calculation will be the sum of short- and long-term revenue and cost savings.

True Metrics allows us to pull all of this data into one location and then drop it into a spreadsheet for further analysis.

And just take a look at what you can pull out of this tool. Holy data, I don’t know about you, but I’m in heaven!

  6. Mistake: Share Anything and Everything

Want to become a valuable resource to your Facebook community?

Share relevant, thoughtful, interesting and educational content – and share it often.

In other words, become a giver. This is the best way to establish thought leadership and position you as an expert within that field.

The challenge for many businesses is knowing how and what to post. On top of that, it’s understanding how to create a conversation worth getting involved in.

Here’s a Few Tips to Get You Started

• Keep your posts focused. Stick to one topic per post. Be brief and informative.
• Your fans are moving at the speed of light. Make your posts simple to scan, read and understand.
• Find the perfect mix of photos, links, and text based posts. Rotate through each to see what’s working and what’s not.
• Stay away from technical terms or industry jargon that your typical reader (someone not working within your business) wouldn’t understand.
• Don’t use acronyms or other terms that make your fans question what they mean. If a reader can’t quickly discern what you’re message is, they’ll move on with the possibility of never returning.
• Read through your post. Does it feel clunky or uncomfortable? If it doesn’t flow for you, it won’t for your fans either.
• Edit ruthlessly!

And most of all, work to find your voice. That’s the tone of your page and the persona your fans will begin to interact with.

A perfect example of this is boutique-style accessories company Stella & Dot. Their lighthearted marketing approach is a perfect match to their brand persona.

Ready to work from home? Want to hang out with your pet all day? Then become a Stella & Dot associate!

  7. Mistake: Not Making Valuable Connections

As you begin to build momentum for your page, look to companies creating relevant content.

Facebook marketing takes a lot of things to succeed and one of those is networking.

Use Facebook search to find pages similar to yours.

While many changes have taken place since Facebook Graph was originally launched (and sure, officially it’s dead), but the benefits remain.

• Use Facebook Search Strings to tap into pages your fans are already connected to and engaging with.
  • Pages liked by people who like [your page]
  • Pages like by people who live in [your city] and like [your page]
• You can also use free tools like Likealyzer to find pages in your niche or industry.

Now get interactive with those pages. Comment on their content, share it if it makes sense, and become an active part of their community.

Not only do you build relationships that have the ability to extend your brand beyond your own efforts, but you raise awareness within a similar community.

Final thoughts

By now you get that Facebook marketing isn’t what it used to be.

From algorithm updates to increased ad costs, marketing your business on Facebook has changed.

But that doesn’t mean it has to be hard.

Once you learn the ins and outs, you can avoid (and prevent) and fatal marketing mistakes.

Which step will you take today?

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