Whether you like it or not, Facebook is the most powerful social media platform of our time. For small business owners, marketing through Facebook is a cost-efficient and sharp tool − if you know how to use it. Here are 5 tips on how to do that:

1. Accept the fact that reaching your fans will cost you money

This is very important to understand. It’s great that you’ve managed to organically build your Facebook fanbase to 1,000. But did you know that Facebook quite recently has limited the free reach? Even if you post something on your own page that has 1,000 fans, you’ll only reach on average 22% of them without paying. If you’re lucky enough to have a million fans, you can only expect 2% to be reached.

2. … or be creative enough to reach them all for free

So, if you don’t want to pay to increase your reach, you need to make sure that your content is engaging. Then those who actually receive it comment, share and tag their friends. This way, you’ll get earned reach. This is easier said than done but a great opportunity if you’re a creative mastermind.  Or if you have a tight budget.

3. Don’t invite the whole world to your page

It’s tempting to invite all of your friends around the world to like your awesome new Facebook page. But remember that when you promote your content, you’ll pay to reach people that are not actually potential customers. But your old university friends in Australia might not come to your Manchester pub anytime soon.

4. Get your employees involved

Social media isn’t social if it’s a one man show. Combining the power of your coworkers’ networks could easily multiply your potential reach. They’ll likely have thousands of Facebook connections in your local area, so ask them kindly to join your strategy. Also, as we’ve mentioned earlier, empowering and rewarding a colleague who’s brilliant at social media might be a clever idea.

5. Narrow it down

The beauty of Facebook advertising is that you can be really narrow when you target your audience. You’re in full control of your budget, audience and campaign duration. You can target people living in a certain location, or people traveling to your location and create a specific offer only for them.

Still not quite confident enough to get into Facebook marketing? Keep calm – we’ll post the next 5 steps next week!


Do this today:

  • Post an update to your Facebook page with a question to your fans.
  • Think about who your most social-savvy colleague or friend is. Ask them for tips what you should post from your page.