Turning fans into clients: How to reach the right audience on Facebook (part 1)

Yeah, sure, both Twitter and Instagram are great social channels for promoting your hair salon. But when it comes to finding potential customers for your salon, Facebook is probably the best social media channel by far. Facebook is cost-effective, easy to use, and has a massive user base. This combination is probably impossible to beat.

Here are five tips of what to consider when getting started with your Facebook marketing strategy.

1. Accept the fact that reaching your fans will cost you money

This is very important to understand. It’s great that you’ve managed to organically build your Facebook fanbase to 1,000. But did you know that Facebook quite recently has limited the free reach? Even if you post something on your own page that has 1,000 fans, you’ll only reach on average 22% of them without paying. If you’re lucky enough to have a million fans, you can only expect 2% to be reached.

2. …. or be creative enough to reach them for free

So, if you don’t want to pay to increase your reach, you need to make sure that your content is engaging. In other words, that those who actually sees your content will want to comment, share and tag their friends. This way, you’ll get earned reach. This is easier said than done but is a great opportunity if you’re a creative mastermind and have access to content that your fans will value.

3. Think twice before inviting your old mates

It’s tempting to invite all of your friends around the world to like your awesome new Facebook page. But remember that when you promote your content, you’ll pay to reach people that are not actually potential customers. Your old university friends in Australia will probably not swing by your Manchester based nail salon anytime soon, right?

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4. Involve your staff!

Social media isn’t social if it’s a one man show. Combining the power of your coworkers’ networks could easily multiply your potential reach. They’ll likely have thousands of Facebook connections in your local area, so ask them kindly to join in on your distribution strategy. Also, empowering and rewarding a colleague who’s brilliant at social media might be a clever idea.

5. Narrow it down

The beauty of Facebook advertising is that you can be really narrow when you target your audience. You’re in full control of your budget, audience and campaign duration. You can target people living in a certain location, or people traveling to your location and create a specific offer only for them.

Still not quite confident enough to get into Facebook marketing? Keep calm – we’ll post the next 5 steps next week.

Published by

Erwan Derlyn

Head of Organic Acquisition at iZettle

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