Facebook isn’t just for stalking your old classmates anymore. In the past few years, Facebook has evolved into a hub for exchanging information—everything from political opinions to diet tips to breaking news—among friends, coworkers, and relatives. People even outsource their own questions, asking trusted friends who they recommend for local doctors, dentists, hair dressers, repairmen, contractors, and so on. That means local businesses and service providers have a unique opportunity on Facebook: They can take advantage of this crowdsourcing trend and promote themselves right on Facebook, where people are already looking for info about them.
In fact, Facebook is slowly replacing Google as the go-to resource for local search. People used to turn to Google to find local appliance repairmen, plumbers, landscapers, and the like, but there was no way to know whether these professionals were actually reliable or not. Hence the uptick in crowdsourcing on Facebook. Now, people realize it’s much more easy and effective to ask the people they know and trust for their personal recommendations—instead of taking a gamble on the business that happened to have the best ranking on Google.
Optimize Your Facebook
To take advantage of this new opportunity, you must make your Facebook presence as appealing as possible to prospective customers. Here’s what you need:
- Page “Likes.” A Facebook Page without fans is like a restaurant without patrons. People passing by will not go in because the restaurant is empty, implying that it’s unpopular. In other words, more “Likes” on your Page will give your business more credibility.
- Reviews. Customer reviews used to just be nice to have. Then, they became integral in attracting new customers. Now, they’re a vital part of your local search rankings on Google. You simply must get your customers to leave reviews on your company’s Facebook Page.
- Page activity. Your Page is a showcase for your company’s personality and expertise. You should be posting status updates, uploading photos, and sharing helpful articles on a consistent basis (at least a few times a week), otherwise your audience will see no value in following your Page.
- An attractive profile. Your company’s description should be well written and captivating. Your profile picture and header should be unique, high-quality images that are relevant to your business—not grainy snapshots of your own face. You want Page visitors to see how professional your team really is.
- Regular engagement. To show your audience that you care, you should be interacting with them regularly. When they comment on one of your posts, respond. When they leave a review, good or bad, thank them for their feedback. This is your chance to hear what your customers and prospects are thinking and to let them know that you’re listening.
What You Can Do Yourself
There are many aspects of social media marketing that you can take care of yourself. Maintaining a presence on Facebook is something that’s entirely within your abilities if you have the time and energy. Here are some of the Facebook tasks that are pretty DIY friendly:
- Sharing status updates. It only takes a minute to share what your company has been up to for the past few days.
- Uploading photos and/or videos of your work. Smartphones make it super easy to take photos and videos, and the Facebook app makes it even easier to upload them straight to your timeline.
- Sharing links to relevant articles and/or blog posts. If you come across an item online that you think your audience would appreciate, it takes almost no time at all to copy and paste the link on Facebook.
- Interacting with your audience (e.g. posing questions, replying to comments, etc.). As soon as you get a notification that someone has commented on a post or left you a review, take a quick moment to read it and respond. It’s also easy to engage with your fans simply by asking them about their plans for the weekend or an upcoming holiday.
What You Should Leave to Us
Of course, having some extra time on your hands isn’t always enough to make an impressive Facebook presence. If you really want to promote your brand and put yourself in front of local prospects, then you’ll need to consider some more advanced strategies. However, advanced strategies call for advanced expertise. The below tasks require the kind of experience you can only find at Prospect Genius:
- Promoting sponsored ads. We have years of experience working with paid ads. We use those countless data points to identify trends and help your ads get the most visibility and highest conversion rates possible. Plus, since Facebook uses a CPM model instead of CPC (in other words, you pay for ad impressions instead of clicks), you’ll need a team that knows how to set up your campaign so you aren’t hemorrhaging money.
- Implementing a “Like” campaign. Again, since we’re able to draw on our wealth of experience with paid ads, we know how to test and rotate ads so they drive the most “Likes” to your page.
- Continuously sharing content. Even if you have the time to post on Facebook, you may not know exactly what to say. That’s where our SocialStream package comes in handy. Our professional writers will add a certain number of blog posts each month to your LeadTrax™ site, and our production specialists will share them on all of your social media accounts. It’s the best way to share useful, high-quality content with your audience on a consistent basis.
Lather, Rinse, Repeat
Social media is a lifestyle. It’s not a one-and-done campaign. Maintaining a solid Facebook presence requires lots of repetition. You need to be continuously active on your account. Your activity can’t just last for one month and then taper off, or else you’ll miss out on countless potential fans. If you don’t think you’ll be able to maintain consistent activity on Facebook, then you should seriously consider calling for reinforcements. Our professionals will give you plenty of valuable content to share and can even promote your brand through sponsored ads. You can’t afford to ignore such a vital (and mostly free) advertising platform… Give us a call and start coordinating with our team today!
What’s the underlying lesson? As Google continued to refine its search algorithms, and search engine optimization continued to adapt, we were reminded that it’s just as important for your campaign to have a solid foundation as it is for your campaign to evolve with Google’s changes.
