Semi-Automated Facebook Marketing Strategy

One important aspect of growing your business online is social media. Many business owners turn to social media platforms such as Facebook to market their business. While some might think of Facebook as a purely social medium for individuals, there are plenty of good reasons to also include it as a major part of your business marketing strategy:

  • Facebook has an incredible audience: According to the company, there are 2.74 billion monthly users! That is a lot of people who use the channel to post updates, share content and watch videos. It’s a good bet that a significant percentage are in surrounding communities, and these people are anxious to learn about and connect with your local business.
  • Facebook is heavily used: Most fans visit Facebook daily. In fact, it ranks only behind Google and YouTube as one of the world’s most visited websites.
  • People are engaged when they visit Facebook: Users spend over a half hour each day visiting Facebook, most of them from a mobile device. Even better, two-thirds of Facebook users said they visit a Facebook Page from a local business at least once a week.
  • It works for local businesses: Partly due to more people searching for local services during the pandemic and also an increase in “Support Local” trends, Facebook clicks on searches for local business increased by 23% from February through May, 2020.

Despite all these great statistics, not every small business is thriving on Facebook, due to a lack of engagement from their Facebook community. To be successful on Facebook, you need to be active and you need to generate content that motivates your community to action through “likes,” comments, or shares. It’s not enough to just post occasionally and hope that people react to it.  You have to construct an effective plan to increase those likes and generate comments.

Know Your Audience to Increase Facebook Likes

The first step to increasing your Facebook likes is to make sure you know your audience. Knowing whether your prospects are young or old, male or female, consumer or business, will make all the difference in the type of content you share on Facebook and how you share it.

Besides knowing who you want to reach on Facebook, you must also build content in a number of different ways. Don’t just post videos, comical images, or promotions. Try mixing things up by incorporating different types of content such as brand stories, personal updates, lead nurturing and authority-building posts. Yes, you want to share your blog posts on Facebook, but also create unique posts that could start a conversation with your audience, stir a reaction from them, or solve their problems.

What to Include in a Marketing Strategy to Increase Facebook Likes

There are two ways to increase awareness of your business Facebook page. First, you want to have a large audience. This means more people will see your content every time you share it. Second, you want to have great content, so more of your current audience will like and share it to their social media circle. This spreads the word about your business to a larger audience than you might ever hope to reach through traditional advertising means.

You might see some ads offering to sell Facebook likes, but the quality of those connections is questionable. Better to do it yourself and have control over building your community. Here are some tips that will increase engagement with your business on Facebook:

  • Pay attention to your Facebook Page: This is the first thing people will see when they think about connecting with your business. Make sure it is optimized for search engines, has a crisp appearance, uses compelling photos, provides useful information, and includes your location and contact information.
  • Include Facebook links on your website and social media pages: Put buttons on your website that automatically direct visitors to your Facebook page, and be sure to ask them to “like us on Facebook,” especially on your Contact Us page. Ask your Twitter and Instagram followers to like you on Facebook, too.
  • Share your blogs on Facebook: Every time you post a blog on your website, share it to your Facebook page. Use an image and captivating headline to grab attention. Ask your blog readers to share your posts, too.
  • Ask people to “like” you: Tell your current customers that you have a Facebook page, ask them to like and share it with their friends. When you send an email to welcome new customers, inform them about your Facebook page. Include your Facebook address on your business cards, newsletter and email signature block.

Semi-Automate Your Facebook Likes Marketing Strategy

Here are just a few of the many tactics you can use to get your Facebook family more engaged with your content, and more likely to share it:

  • Create great content: Always have content that is topical and fresh. Use powerful images and headlines. Ask questions. Introduce your team, or tell a great customers service story. People get a lot of information through their Facebook streams, so your updates must stand out.
  • Add your posts to community pages: Facebook users are paying more attention to local community pages. If you have a service business, add something to the group’s page that provides helpful information for their community. You can also do this if there are groups that pertain to your business such as local bicycle groups, cooking groups or computer groups.
  • Boost posts: There are times when you put a lot of work into a post that you want more people to see. Boosting a Facebook post gets it in front of more people from a targeted audience you choose, and increases its engagement. If somebody likes one of your boosted posts, make sure you are set up to send them an auto-invite to like your page.
  • Pin your top posts: If you get a post that really spurs a response, you can keep the momentum going by pinning it to the top of your business page. Anyone who visits your page automatically sees this great piece of content first, so they will like your business and like your post, too.
  • Create a Facebook group: 1.8 billion people use Facebook Groups. If you have a really targetable audience, Facebook groups for business can be a great way to reach prospects outside your company’s brand’s page. Use your group to provide exclusive content, build community, and attract new customers.
  • Tag other pages: When you tag other relevant pages, your post will appear on their wall and may spark the interest of that page’s fans.
  • Share infographics: A good infographic on a pertinent topic can draw a lot of attention. If the information is really good, it should bump up your likes and shares tremendously.
  • Post videos: The average engagement rate for Facebook video posts exceeds other types of Facebook content. Viewers watch video intently and tend to be more engaged. Your videos can be a produced piece, or something that you shoot and post quickly on Facebook Live covering a particular topic of interest.
  • Cross-promote: Find other non-competitive local businesses and cross-share your Facebook content with them. It boosts your audience and gives your fans valuable content about local companies.
  • Website pop-up: Add a pop-up to your website that asks people to join your email list and like your Facebook page.
  • Ask customers to post: Encourage customers to post video or photos using your product or service. This provides an extended audience reach and an “accidental” testimonial.
  • Run Facebook ads: One quick way to garner attention is to run Facebook Ads that promote your brand. This is a paid strategy, but it can be useful for getting your name known quickly. There are software tools that help automate the creation of Facebook ads.
  • Time your posts: It just makes sense to share content when your audience is online, but how do you know when that is? Your Page Insights tab provides the answers. Once you understand more about when your audience is most active, you can establish your own posting schedule or schedule your posts if you’re unavailable to publish them manually.
  • Tell a story: 500 million people use Facebook Stories daily. Creating content for Facebook Stories is different from creating content for your news feed. The pace is faster, and you’ve got less text to work with. But Facebook Stories have the strategic advantage of appearing at the top of the viewer’s screen.

How Do I Know What Works Best on Facebook?

The Facebook Insights feature identifies the kinds of posts getting the most reach and engagements. Use this information to create more of the content your audience wants from you.  Facebook Insights give you the ability to learn from your mistakes and give followers what they want, so you’ll be able to continue increasing those likes!

Another way to determine what works best is to look at case studies from other brands. Here are a few you can check out:

  • Facebook Group: In 2018 Starbucks launched a Facebook group, the “Leaf Rakers Society,” for its Pumpkin Spice Latte drink. Since this is a seasonal drink, Starbucks uses the group to generate a “latte love” all year long. This group builds anticipation for the yearly release of its famous drink. Currently there are 41.0K members in the group.
  • Facebook Video: For Halloween 2016,Tomcat (a rodent extermination company) created a live video event featuring mice in a haunted cabin (Yikes!). During the video, the audience was questioned as to how the story should evolve. The video got as astonishing 2.3 million unique views, with 21% of viewers actively participating in the fun. The Tomcat Facebook fan page also grew by a whopping 58%.
  • Facebook Ads: In 2017, Brewer Direct used two fundraising strategies to determine if it could acquire new donors, generate revenue, and garner a positive ROI. The campaigns were a success – they generated instant donations, added new members to the Facebook audience and acquired new email addresses.

The addition of Facebook to your business marketing strategy can make a marked difference in awareness and results, but it is important to be consistent in your efforts. Use as many semi-automated techniques as you can to get your business noticed on Facebook and build an engaged audience.

17 Responses

  • I had no idea that Facebook could be used in some of the ways you discussed, I have never been a big fan of Facebook as it seems to take up a lot of time and didn’t really generate much for me. I think I used it more like my personal page and didn’t realize some of the ways I could incorporate it for business. You have given me a new way of thinking. Automating it may make it less time consuming, and therefore worth the time to work on it.

  • I definitely agree that changing up the type of posts that a business makes on Facebook will both keep current followers interested and help attract and engage new followers. I’ve never thought about using Facebook Groups, but I think this would be a good strategy to reach customers especially if it’s a more niche type of business. I think this post could be improved by considering that advertisements on Facebook have to compete with companies who use more than one social media platform to promote their products or services. While not everyone uses Facebook it is still a good advertising tool.

  • Taylor,

    I think one piece of information you should consider is brevity. Quick, eye-catching material is going to reach a much larger audience than a long drawn out video going into every detail of your product/content. If you watch commercials nowadays for big brands everything is fast, fun, and memorable. The memorable part usually stems from humor, eye-catching images, or fantastic unique voice acting. I believe ads and marketing on Facebook work in a very similar manner. Studies have shown that even just a quick glance that catches your viewer’s attention will have a positive effect on your outreach possibilities.

  • Excellent points! When you create a post for Facebook pages, make sure it is relevant and helpful to the community. That’s the #1 lesson I had to learn. In my eyes, I thought taking a sales-y approach was the way to go. One day I created a very simple, interactive meme and shared it to a local group. Within minutes, I had received hundreds of comments and reactions.

  • Great point on using Facebook community groups to boost your post. Well in fact according to recent data from the Sprout Social Index highlights that 40% of marketers use private communities in finding support for their local business. Really an effective strategy for finding potential clients near your business location.

  • Thank you for the reminder on how important of a marketing medium Facebook is, based on the number of users and how long these users spend engaging on the platform. And beyond that, you are able to carefully target your ads to reach a specific audience.
    I liked the points you made in regards to video and examples of successful ad campaigns from other companies. How you engage with your audience and grab their attention as they are quickly scrolling down the feed is critical to a strategy. And once you’ve got these points established, being able to automate it can give you a consistent presence in the eyes of your target audience.

  • Hi Taylor,

    I feel advertising on Facebook has gotten more difficult over the years with all the other social media platforms out there. Those in their teens are now saying only “old” people use Facebook, and those who are in their 30’s are saying only their parents use Facebook. Oddly enough, I find that more people in their 50’s are using Facebook to get in touch with past friends, collegues, and classmates.

    Regardless of who has an account, it is difficult to determine who is actually active on Facebook. I know so many people who have an account, but do not actually use Facebook. When I ask, they would tell me they only use it for one purpose, and use something else for everything else. If the majority of my audience is using Facebook for just one purpose, it makes it difficult to market as they will most likely see the post too late or not at all. Any other suggestions?

  • I’ll have to say this is my worst area when it comes to promoting something I am trying to do. I’ve browsed through the Facebook Ad selections so I am familiar, but I’ve never pulled the trigger on taking an ad out. Maybe that’s why nothing has succeeded! That’s why I am here reading your blog, for articles like this. Looks like I’ll have to put in a bit of effort and maybe break out the checkbook to see some magic happen, but that’s ok with me. I’m finally at the point where I am searching for advice on what to do to market my startup business. Looks like I found the place.

  • I know that there is a fair amount of people on Facebook, but one should keep in mind the demographic that uses Facebook. From my experience older generations use Facebook whereas younger people have moved to Instagram and Tik Tok.

    It is true that one has to have good content in order to gain attention on Facebook, but what also should be kept in mind is that ways of sharing information must also be current and engaging in a way people interact with today. For example, Reels and quick videos are becoming maddeningly popular, so tapping into new ways of promotion is another great way for a small business to gain attention.

    Making a Facebook Group is a tactic I myself have tapped into and have found success in, as well as joining large promotional Facebook Groups can also boost engagement. Asking customers to post is smart and this I think connects to choosing a hashtag for people to use. This is also a way for one to look at all the posts related to your business at once.

  • The way that you have describe Facebook as a vital business tool is great. Not only does Facebook have a huge customer base, but the website is also free. I have noticed many businesses resorting to using Facebook as their home website instead of paying for a webpage. When trying to keep customers up to date on new products, Facebook is much more relevant than a webpage. Boosting ads is a slippery slope. Though is has the potential to bring in new customers, often the statistics make paid boosts look more effective than they are. Not only should we focus on Facebook advertising, but also on the quality of the product being sold.

  • I’ve always thought Facebook was one of the most oversaturated websites to do marketing on, and that that was the reason I never had any luck with marketing myself or my projects on it. However, it’s probably because I didn’t take advantage of different features that were available to me: business pages, infographics, boosting – or the financial incentives that could propel each further up the chain of visibility. I am also just learning now that you can arm your pages with pop-up compatibility. Granted it’s been awhile since I was a regular user, a lot sure has changed since I used it.

  • Hey Taylor. This blog was very informative and there’s a lot that any business could learn from. Facebook is a great place to market your business and increase visibility. Social media managers should be familiar with all the tips and strategies that you posted. While all these tips are great, it’s still hard for some businesses to get traffic. Most people don’t log onto Facebook to see businesses and Facebook ads can sometimes be ignored. There are billions of users on Facebook, but most of them are there to socialize with friends and family.

  • I think that many people don’t see Facebook as an opportunity to grow their business and that is where they are wrong. Sure, other forms of social media can work well too, but Facebook has evolved so much that it is almost a no-brainer to put your business on there! Facebook now has ways where you can target certain audiences and it makes it so easy to post content to reach those who you are wanting to market to. I appreciate your advice on this topic and I look forward to using your key points to help boost my business!

  • Facebook can be a helpful marketing tool for some businesses; however, I don’t think all companies can benefit from paying the fees for running Facebook ads. When I am on their site, I don’t pay attention to any of the ads unless they offer something unusual or unique.

    I do like the idea of using it for automation because that saves us a lot of time. But I need to weigh out whether or not my niche will perform well on that type of social media platform. Maybe I’ll give it a test run!

  • Hi Taylor, it was great to read another informative blog from you. I can see some benefits in using Facebook as a marketing tool due to the high amount of monthly users. I wonder, though, if people who are going on Facebook are looking for businesses. Personally, the ads annoy me, and I scroll past them. I do not search for companies mainly because I use google as my primary way to search for businesses. I do think that the more likes you get on your Facebook page, the more your page is put out there and noticed. I also love the idea of cross-promotion with businesses that are not your competition.

  • Hey Taylor,

    We’re not doing any of the things you mentioned right now. I was not even aware of all the functions of website pop-ups and will definitely look into this further.

  • Whenever businesses want to promote awareness, Facebook is a willing tool and can make a whole lot of difference in a business’s growth. It has an audience that cuts across different age groups. What’s left is to understand your audience and tailor content to their interest. It is also okay to curate content that is relatable to your audience. I honestly feel upcoming businesses should utilize social media to the fullest. It promises great opportunities.

    Great Content!

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