Do you know of any businesses that don’t have a Facebook presence nowadays?
Facebook is an essential part of business social media strategies. Everyone is present on Facebook today, from small businesses with only a few sales to their name, to huge brands and companies with millions of followers.
According to Hootsuite, Facebook has 80 million small and medium-sized business pages and is the best platform for discovering new businesses. For wellness business owners, that presents a great opportunity — especially if they know how to use Facebook effectively.
To help you improve your Facebook strategy, we’ve compiled a comprehensive list of the do’s and don’ts of using Facebook to promote your wellness business. Let’s have a closer look at the platform and learn how to make the most of it!
Do: Optimize Your Business Page
Contrary to popular belief, it’s not enough to create a business page, fill in a few details, and be done with it. While that is a better option than not having a FB Page at all, you’re still not going to benefit much from it. For your Page to pull visitors, followers, and potential customers, it needs to be optimized.
The principles of Facebook Business Page optimization are somewhat similar to website search engine optimization. Social networks like Facebook have a Search tab, which is where you want your Page to show up. However, for that to happen, the Page should contain some keywords that your customers might be typing into the search.
Optimization starts with details as simple as having a proper Page name and custom URL. However, you also need to make sure you’ve filled in all the details. The address, phone number, working hours, type of business — all need to be visible to Page visitors. Your posts and About section will cover the keywords related to wellness and health, helping you to be discovered.
Don’t: Try to Build Business from Your Personal Page
Many wellness entrepreneurs make this mistake in the beginning, hoping to leverage their personal connections. However, that’s a bad idea for multiple reasons. Running a business and promoting it on your personal profile is against Facebook’s Terms of Service, so if you do it, you risk being banned.
Even if this practice weren’t forbidden, it still wouldn’t be doing your business any favors. Your Facebook friends would be able to discover your business, and perhaps some of them would become customers, but not as many of them as you might think.
Also, it’s worth to consider this question: are your Facebook friends your target audience? Most likely, they aren’t — so other than for an initial boost in Page likes, they won’t be of much help to you. Focusing on the people who are the right target audience for your business is going to be a better use of your time.
Do: Create a Private Group
Facebook Groups can be a powerful business tool if you can leverage them right. Creating a private group is a great way to provide exclusive offers and content for your most loyal customers who wish to join. It’s the single best opportunity for genuine engagement with your followers, as it provides the space for you and them to share opinions and thoughts freely.
A private Facebook group is where your community begins. And building a community around your business means enhancing trust and ensuring that you’re in touch with what your customers want. However, it takes time to moderate the group, and an effort to keep it active, especially at first.
To keep a group going, you’ll also have to be prepared to provide them value: post inside information, poll the members on their opinions about a product or service, and engage with the group members as much as you can.
Don’t: Make a Group for Brand Instead of People
When making a group, you should keep in mind that the people will be joining because they want more access to you and what you offer. If you create a private group with the sole purpose of promoting your brand, it’s not going to develop into a community that you want.
Of course, you can include some promotion, but it’s essential to make it exclusive or discounted for the group members, so they could feel they’re in a win-win situation. Being closer to a wellness entrepreneur whose work they love, and getting special offers because it’s something any customer would appreciate.
Do: Use Facebook Ads
Using the Facebook Ads platform doesn’t have to break the budget, and it can be highly beneficial. Ads aren’t only for making sales — with them; you can also drive likes to your Page, or traffic to your website. There is a multitude of these ad campaign objectives that fall into one of three main business goals: driving awareness, consideration, or conversion.
If you have been wondering how to get likes for your Facebook Business Page, or how to populate your private Facebook group, an inexpensive Facebook ad campaign could help. It’s also possible to build likes and followers organically, but Facebook has limited organic reach to encourage businesses to use ads. Because of that, they’ll always be a good option.
Don’t: Boost Posts without Strategy
Boosting a post may seem like a less expensive option than running a fully-fledged ad campaign. However, it’s essential not to start promoting without a strategy. For a boost to pay off, you need a post that is already doing reasonably well in terms of reach and engagement.
A lot depends on the post itself, which is why many marketers suggest skipping boosting and go straight into ads. Otherwise, there are too many variables to reliably predict whether you will be getting your money’s worth from a boosted post or not. If you want to try it out, do it with your best performing post that is optimized to catch the attention of whoever’s scrolling past.
Now that you have a better insight into the best Facebook wellness business strategies as well as what you should avoid, maintaining your Facebook presence should become more comfortable. What’s more, the time you spend on the platform in business promotion efforts should also start to pay off more.
If you’re interested in learning more marketing tips to grow your online business, follow us on Facebook! Also, you’re invited to join our Facebook group: Wake Up Your Health! We look forward to connecting with you!