Social media isn’t just a place to connect with friends and family members. For a small business, advertising on Facebook can be a great way to attract new clients and customers. As a relatively cost effective advertising technique, social media ads can help you capture leads, bring them to your website, and convince them to make a purchase.
Unfortunately, if you don’t have the right social media and Facebook strategy, your marketing budget can dwindle down pretty quickly. Without the right approach, you could be wasting money to target the wrong audience or promote content that isn’t enticing.
But how should you structure or your social media strategy to get the most return on your investment? Let’s take a look at a few different ways you can get a traffic and lead boost from social media marketing.
1. Target the Right Audience
One of the biggest benefits of social media marketing is that you’re able to get extremely specific about the audience you target. Because social media users put in their age, location, job title and other descriptors, you can tailor your ads to reach an uber-specific group of people.
To get more results from your Facebook marketing, get specific about the people who will see your ads. Consider who is in your target audience, what they enjoy, where they are located, and how they may engage with ads on social media sites.
2. Push Visitors to Your Website
Simply advertising on social media sites isn’t enough to increase your leads. In order to gather more information about interested customers and provide them with the content they need to make a purchase, you need to get social media users to visit your website.
Once visitors are on your web page, make sure there is a call to action pushing them to do more. Simply reading a blog post or checking out a new product isn’t enough to capture a lead. In order to get the most from your new website visitors, you want them to fill out a form, send you an email or engage with your company in one way or another.
3. Focus on Leads – Not Likes
It can be tempting to try and get as many likes or follows on your social media profile as possible, but it doesn’t matter how many you have if they’re not converting into customers or leads. While a high amount of fans, followers or friends can improve your chances of seeing high results, if they’re all spam or fake accounts, you’re going to see very few returns.
Instead of the number of friends you have, you want to look at the quality friends or followers they are. Focus on improving the number of leads you have, whether by the number of click-throughs to your website, the number of comments you’re getting on a post, or the number of leads you’re able to generate from your Facebook posts.
4. Increase Your Brand Awareness
Trust is crucial in the world of online business. With so many scams or poor service providers out there, people are extremely cautious about who they choose to work with or purchase from. For this reason, you want to increase your brand awareness so audience members can become more familiar with your company, products or services.
Facebook posts are a great way to improve your brand awareness. Because Facebook is used by billions of people each day, you have a good chance of attracting new audience members and growing your pool of leads. When creating your Facebook strategy, be sure to include a few campaigns that focus solely on improving awareness of your brand.
5. Advertise an Event
If you’re a local business, event marketing is a great way to spread awareness about your brand, attract new leads and get new business. But how you market those events depends on how well your turnout will be. Luckily, social media provides great options for marketing events and attracting new visitors.
Facebook allows you to create a page specific to the event you’re hosting. You can include a date, time, location and description of the event. You can then invite friends to attend and allow attendees to invite their friends to do the same. Including events in your Facebook marketing strategy is a great way to attract new leads and encourage fans to invite friends to join along.
6. Increase Video Views
Videos are a wonderful way to share information with audience members. Because it is more engaging than reading a blog post, videos can attract audience members who may not have the time to sit and read through a post. Unfortunately, if you’re only hosting a video on your website or YouTube, it may be difficult to increase your views.
Brands frequently use social media to share their videos and get more views. Because users can watch a video without ever leaving their social profiles, it’s easy for them to engage and check out the content you’ve created. You can even create short videos specifically for your social strategy to increase awareness or push visitors back to your site.
Social Allows You to Create Strong Relationships
Social media and Facebook marketing is one of the best promotion tools a small business has. As a way to connect with visitors as they go about their daily lives, social allows you to create strong relationships with the customers you’re trying to attract. However, if you want to see any return on your investment, you need to be smart about the way you’re promoting.
These six tips are a great start to refining your social strategy to attract better audience members and qualified leads. As you begin to see a boost in your engagements or website visits, be sure to refine your content to meet the unique needs of your target audience. When you create content that appeals directly to them, you’ll see better results.