4 Ways to Maximize Facebook (for your Elder Law or Estate Planning Practice)

Hi I’m Nicole with Bambiz and today we’re going to talk about how to use Facebook for business marketing. Facebook is the number one leading social media platform in 2021, with 86 percent of users who are on social media they’re on Facebook.

So you’ve heard all about how to grow your business using Facebook, but actually marketing is a whole different story. I’m going to cover four areas that you can utilize to market your business on Facebook.

1) Business Face. What is business face? It is your actual business page on your Facebook. This is the first thing that people see when they come across your page. You want to make sure that you’re using a recognizable profile picture and that your about section is simple and easy to understand, but it also has relevant information. As you can see, two-thirds of Facebook users across all countries they visit the page of a local business at least once a week.

You want to make sure that you’re showing the right message – which brings me into cover photo and pinned post. Your cover photo and your pinned post that you created these need to match with your call to action. These all need to have the same message. These are the most immediately visible parts of your page. If you want to maximize your engagement with your marketing campaign, you need to make your message matches across all of these features.

2) Content Creation. A lot of people struggle with content creation but we’re going to talk about some posting tips. First tip is that video is king. You can actually generate 94 more views just by simply posting a video rather than posting a photo. But while you’re posting this video, make sure that you’re posting it during the strategic time of the day. The best time of the day to actually post is 9 a.m. Most people are online between 9 a.m and 3 p.m so generally that’s the best time to post. You also need to make sure that you’re not responding too slowly. 42 percent of consumers expect a 60-minute response rate when they have a question, comment or concern. Make sure that you’re not responding too slowly.

But now you’re like “what do I actually post?” Use a 30/60/10 rule. 60% should be engaging content meaning that these are the photos these are the videos that you’re creating. So photos of your team or photos of events that you’re having. These are actual pictures of you or these are the questions that your followers might find funny or engaging.

30% of that content should be external. Meaning that you’re going to share videos and articles of things that are relevant to your business on your page. Lastly that 10% should be promotional content – the webinar, event, workshop, that also includes advertising.

3) Paid Posts. Organic versus paid. Organic is a non-paid post. The great thing with Facebook is that you can tailor your organic post and see what’s actually working with your audience. Currently the problem here is that the Facebook algorithm only allows 2% of your followers to see your organic post. That means 98% of your followers are not seeing any of your content at all. And that 2% that’s actually seeing it are already subscribed and that’s a huge loss of traffic. So don’t forget while you’re making these paid ads, they need to be personalized because people want to see the human behind the business.

4) Facebook Insights. They are a great way to show you what you should and should not be using as a paid ad. Let’s start with measuring metrics. Facebook will show you how many likes you’re receiving, your reach (meaning how many how many people saw your post), your engagement (how many people liked clicked or shared your post) and which of your posts are resulting in people unliking your page. These are great tools to use when you’re trying to decide which post you should pay for and what you shouldn’t.

Here are some examples from Bambiz’s page. When you go on your business page you’ll see an overview. This is a monthly view of how many people you’re reaching. How many people have viewed the post and how your post is engaging, meaning how many people have liked or commented or shared. Then how many people have liked your page. These arrows tell you how you’re doing and where you need to improve.

If you want to dig a little deeper, you’re going to go over to the left-hand column and click on insight. Insight will show you further reach on a weekly basis. So how many people are you reaching during the week and how can you improve your response rate and how long are people watching your video. It can also show you which posts to actually boost (the boost means pay) so this is where your paid advertising would come in. You can see which posts do well and which posts do not so great. That kind of tells you where you need to be using your advertising.

Then lastly, this is just a really cool tool that Facebook uses its Pages to Watch. It tells you where you’re ranking, where you’re sitting amongst your competitors. We are doing really well because this week we’re at number one so that’s really great!

The last thing that you need to realize is that you need to make a marketing plan and you need to make a strategy. Don’t make assumptions. Just because one method works for one company or firm doesn’t mean it will necessarily work for yours. You need to test your strategy over and over again and continuously keep testing it.

You need to treat Facebook like a business partner. You need to make a Facebook marketing strategy and plan. These are proven Facebook marketing methods that have worked for companies of all sizes, but be prepared to invest a little more time and money if you want real results.

Facebook wasn’t designed to be a place of cold sales or cold calls, it is social media. So be social. Connect with your audience. And those relationships will actually turn into paid results.

To learn more about how we can help you with Elder Law Marketing, Estate Planning Marketing, and getting more consultations and clients in your practice, schedule a free 15-minute call with us.