The increasing use of social media has urged business owners and marketers to create fresh strategies to capture leads and increase ROI. One of those tools is Facebook, the social platform that has become a destination-location for customers and companies. Nowadays, people tend to research about a product or service through comments and suggestions via their social networks. And as a business owner, this presents an opportunity to entice potential customers on Facebook! It's a no-brainer that you have to be where your customers are. But how do you convert Facebook users into a customer? Most importantly, how do you convince a client that Facebook marketing even works!
Here are simple steps to convince a client that Facebook marketing works:
1.) Ascertain Maintenance Costs
Make a spreadsheet that will include the estimates of the requisites in order to create and maintain a Facebook page. This will enable you to estimate the hours needed to manage a Facebook page. It will include the frequency of daily and weekly post depending on the business' target segment is. A local business' Facebook page requires an hour or less to plan and schedule relevant content. Checking it thrice a day to answer comments helps as well. If it's a multi-national brand then you might want to consider hiring a dedicated team to manage and monitor the Facebook brand page.
2.) Utilizing Facebook Ads
As mentioned earlier, if you acquire a client that happens to be a big brand then it should have a broader Facebook strategy compared to a small business' page. Part of this strategy will be setting a budget for Facebook ads and sponsored stories. Explain to clients how the Facebook ad platform works like they're 5-year olds (The simpler, the better!). Present a handful of samples of Facebook ads and how they actually work. A case study can also be helpful in making them understand how Facebook advertising works.
3.) Determine Social Media Goals
Everybody is on Facebook, right? But don't use that as a reason to entice a client to hire you to create their Facebook page! Your client should know what he wants to accomplish using Facebook as a marketing tool, which you should know after explaining to him how it can actually work for his business. Keep in mind that not all businesses can hit it big on Facebook, a B2B company can be do more using LinkedIn. After you've talked to a client, you can now make a proposal that doesn't include growing a Facebook page from 0 to 1M overnight. Assess expectations so you can set goals for the client and for yourself as well.
4.) Consider Offering a 30-Day Trial
It's always a good move to under-promise and over-deliver, so consider the idea of offering a month's trial for a client to see how Facebook marketing can work on his business' advantage. The trial period can also present realistic goals such as a 20% increase in the number of Likes through branded content-sharing and commenting. Furthermore, this will establish the Facebook page's share of voice in accordance with the brand vision and can determine best times to post.
These simple steps will show the value of Facebook that can bring a client aboard. It's a matter of understanding their needs and objectives before you present a proposal. Keep in mind that a Facebook marketing strategy isn't a one-size-fits-all approach. You can always customize strategies according to the client's goals in order to create a seamless Facebook page strategy.