People, in general, love Facebook. It’s the social media marketing platform that appeals to the widest range of ages and lifestyles. It’s for this reason that my brand builders perk up when I mention using Facebook to find and appeal to their ideal customers—they’re already comfortable with using it.
When Facebook is utilised to the fullness of its potential, it can deliver leads to you on a silver platter…ideal customers who are looking for what you’re offering (or will want it when they see it), who are willing to pay you what you’re worth, and who will tell their friends about your brand.
However, simply putting up a business page on Facebook and inviting your friends to like it isn’t enough.
Facebook isn’t going to broadcast word about your page to all the people who may be interested in it—at least without being prompted to do so.
So I’ve compiled a list of things you can do to help Facebook help you to build your brand:
- Create an ad around a free gift. If you’ve been with me for any amount of time, you know I recommend that every brand builder have a free gift (or a few) ready to go. These are things you can use to add value to anything you’re offering. They’re also things you can use to build trust and prove your expertise. AND, they’re things you can use to urge people to get to know your brand. If you don’t have one of these free gifts ready to go, do that first. It can be an eBook, a chapter from your full-length book, a t-shirt or planner with your brand logo on it, or anything that will appeal to the kind of customer who is ideal for your brand. Now, create a landing page for your free gift (a page that will accept your potential customer’s contact details in exchange for the gift). Next, create a Facebook ad that targets your ideal customers. You can create one ad for all of them, or create a number of ads aimed at different segments. If done correctly (aimed at the right people, in the right places, at the right times), your list will grow.
- Post helpful and relevant information, and then encourage sharing. If you’ve written a blog post, recorded a podcast, given an interview, written an article or scheduled an event that your ideal customers will find especially advantageous, post a scintillating update containing a link to it…and then give people an incentive to share it with their friends. Maybe you’d like to give away one of those free gifts to anyone who shares it, or put everyone who shares it in a drawing to win that free gift. Every time one of your ideal customers shares this information (i.e. recommends it to their friends), other ideal customers are seeing your brand’s logo and experiencing your brand.
- Beef up your Facebook page in anticipation of more visitors. If you’re doing all of this right, you can expect an influx of visitors to your Facebook page. Not everyone will like or follow your page; for some, it’s just too soon for all that. Use all the space Facebook gives you to populate it with testimonials, video demonstrations, your brand story, information about the programmes you offer, case studies, and whatever else will help visitors to get to know your brand. Make full use of the About Us and other tabs, and put up a status update, including a link to a place where they can get a free gift or gain some other sort of value, every day.
- Always Address the Problem and Offer Solutions. Facebook is a great place to employ softening statements (e.g. “Maybe you’re suffering from…” or, “Perhaps you’d be happier if…”). We’ve all been taught to name the pain, rub salt in the wound and then offer relief—and using Facebook to find and engage ideal customers is no different. Facebook posts should always be about serving, rather than selling; however, that doesn’t mean you can’t, at all times, make sure your ideal customers know you understand what they’re going through and that you have the perfect solution for them.
If you’re going to use Facebook to find ideal customers, it’s worth your time to do it right. It can be a treasure trove, rich with leads—if you know how to put your brand in front of the right people.
I trust that the tips I’ve shared above will be enough to get you started with creating a Facebook lead empire; however, should you have questions or wonder what your next step should be, always feel free to contact us. You may also wish to join the How to Build a Brand Facebook group, where you’ll network with other entrepreneurs and brand builders, get expert advice and peer support, and participate in weekly live Brand Building sessions. Click here to join. It’s FREE!