Many marketers believe in the myth that it is easy for any brands that are already established to do very well in Facebook compared to small business whose brand is still not well known to many people. However, this is half truth. True in the sense that it is pretty easy for established brands to grow their numbers of Facebook likes immediately as they would have large marketing dollars to invest on their campaign.
But it is not true that small businesses cannot succeed with Facebook. You need to know these 7 golden strategies and take action on it.
#1: Established Your Niche
You may be a small business owner with a small marketing budget, however, you can be ‘big’ and live larger than life on Facebook if you established your own niche well.
No doubt, people will usually recognize and remember brands of big corporations immediately; but as for the small business owner’s case, always link your company brand with a common niche that people can recognize immediately.
For example, if your business is dealing with pastry, create a Facebook page on things about pastry. Put your brand name beside the word ‘pastry’ so that Facebook users who came into your page will at least link you as an expert in pastry. People may not remember your company name but they know about pastry; hence if you do it right, you can definitely build up your brand
#2 Share Your Contents Around Your Niche
Content is very ‘sacredly’ important. You should put up contents around your niche. Talk about it, upload photos, give trivia, ask questions and share customers’ testimonials on everything about your niche. Do remember not to share any contents that are non-related to your product niche or contents that are only meant to show off your ego and not helping your prospective customers.
#3 Guerrilla “Likes” Campaign
Likes on your facebook page is one of the important things you need to have, the more your likes, the higher the probability of word of mouth marketing. Rule of the thumb, try to hit your first 1000 Likes from your targeted audience. And then aim to hit 2000 and 3000 likes.
Initially, as a small business, you have to work very hard to garner the likes due to marketing budget. If you have a decent amount of marketing dollars, putting Facebook ads is highly recommended if you want to garner your first 500 Likes in say, less than 3 weeks or so. As your likes increase, you can then gradually decreases your ads on Facebook since more people will help you spread your brand.
#4 Interaction and Edge Ranks
You need a lot of interaction so as to increase your Facebook Edge Rank; the better your edge rank, the higher the chances your facebook page updates will be prominent on your fans’ news feeds and profile.
Interactions in Facebook means people liking your posts, people comment on your posts and people share your posts. The most easiest way to get people talking about your brand, is to ask question to your fans. Put up questionnaires, IQ Test, contests and nice photos that create interactions in your Facebook page. Make your page very interesting but still, always remember to link to your niche.
#5 Maintain a Good Social Interaction Rate
Social interaction rate, in my theory, equals to
‘Number of People Talking About Your Brand divided by the Number of Likes in Your Facebook’ x 100%
Try to always maintain at least 15% social interaction rate, the higher of course the better. So this case, you will understand that having a very high number of Facebook Likes is not that important than having a high number of people who talks about your brand. 300 people out of 500 Likes talking about a small business brand is much better than 500 people out of 6000 Likes talking about an already established brand.
So small business owners need to consistently improves their social interaction rate.
#6 Strategise Your Photos
Picture is really worth a thousand words. Try to cleverly upload nice pictures that make people feel good and want to ask questions about it. Cleverly edit your photo albums title with these 2 purposes in mind. Number one, and I will repeat this throughout my article, is to link to your niche. And number two, ask people to Like or Share your photos.
For example, create an album called, “My blueberry cheesecake collection – LIKE Us if You like Cheesecakes!”
Then upload and post 2 photos into the album so that your wall post will appear to have the 2 photos with the album title on it. If someone likes your photos, he or she may also like the album. Hence, this person’s friends will see on the news feed, your album title, which may eventually prompt them to like your page.
#7 Everywhere, Be Facebook
Make use of whatever resources you have now especially when your marketing budget is very low. The most easiest way is to ask people you know to like your page. Put your facebook page URL on your namecard, presentation folders, email signatures, outdoor banners and so forth. Take every opportunity to let people know about your Facebook page whether it is online or offline. Ask your existing satisfied clients to like your page, share your page and put a testimonial on your wall as well as their wall.
Creating a successful page requires time, creativity and lots of updates and interaction. It may seem as the playground for the big boys with big marketing budgets, however even for small business and newly start-up, if they do the things right with a clever strategy, they can also have a very successful Facebook page.