Setting up a Facebook business page for your company has become something of a no-brainer over the last few years. In fact, many companies simply use their Facebook as a substitute for a website - setting up a Facebook page is often easier and less of a hassle, after all. However, you're not using your Facebook page to its full potential if this is what you're doing. If used properly, Facebook can be incredibly effective at driving conversions. The following are a few Facebook marketing strategies that can help you with driving conversions:
Post Good Content
Posting good content onto your Facebook page is an absolute must. If you have a blog, linking new blog posts to your page is a good way to share content with your followers. Make sure that your content isn't overly promotional - it should be relevant to your brand and helpful or informative to your audience. Good content will help to establish you as an authority, which in turn helps to build trust among your followers. The more they trust you, the more willing they will be to opt-in to your email list or to become a customer. Not to mention all the other benefits associated with posting great content - when followers share or like a piece of content, there's a good chance it will be seen by their friends, thereby providing you with more exposure and potential leads.
Engaging with your followers is the best way to increase trust and to build a relationship with them. One really effective way to engage with your followers is to hold a contest on Facebook. People love entering contests with the chance to win something and it's a great way to spread awareness of your company. In order to enter the contest, you can require participants to opt-in to your email list (remember, not all of your followers are on your email list, so this is a good way to get them on there) or to share the contest promotion with their Facebook friends, which will help attract more attention to the point where your contest could possibly go viral. There are a number of different ways that you can hold contests. You could do a weekly sweepstakes in which the winner is randomly drawn, you could do trivia questions in which the first correct answer is the winner, you could have a panel of judges determine the winner of a contest or you could even have followers vote on their favorite entries in order to determine the winner, which would help increase engagement even more.
Another way to drive conversions is by offering followers a chance to receive free products or services to try out - or by offering special discounts - in return for signing up to your email list. This is usually an easy and effective way to drive conversions since who, after all, doesn't like free stuff or a good deal?
Use Facebook Ads
While using Facebook Ads does cost money, it's very flexible in terms of the budget you have and can be incredibly effective at driving conversions. How does Facebook Ads work? It's simple really - while running promotional content on your business page will attract some attention, there's no guarantee it will show up on the newsfeed of followers. You can use Facebook Ads to ensure that your ads are getting exposure. Even better, Facebook Ads lets you target a specific audience by targeting specific locations, demographics, interests and more.
Facebook has stored up a lot of data about its users, which allows you to more effectively market your brand in order reach quality leads that have a better chance at converting. However, this doesn't mean that simply using Facebook Ads will automatically improve your conversion rate. The following are a few tips for leveraging Facebook Ads to your advantage:
- Re-target existing leads - You can upload contact information from the followers you have on Facebook (such as their email addresses) in order to specifically target your ads to them. This is a good way to convert existing leads.
- Promote posts about you - Instead of promoting your own posts, find posts that others have written about you and promote those. People tend to be more trusting of companies when they read positive things about them from a third party (such as a customer testimonial). You can even begin cross-promoting with another company within your industry to help boost each other's conversion rates.
- Promote your website - If you have a company website (and you should), then you can use Facebook Ads to promote your site's content and to drive Facebook users there by using external links in your ads.
- Use conversion pixels - If you are using Facebook Ads to send users to a landing page in order to opt-in to your email list, add conversion pixels to your Facebook Ads. Conversion pixels allow you to see how well your current Facebook Ad campaign is doing at converting leads, thereby allowing you to adjust your strategy in the future.
Facebook can be very effective at helping to drive conversions. Use these tips to improve your Facebook page's conversion rate and boost your business today!