5 ways to improve your content marketing on Facebook
The “Boost Your Business” event presented by Facebook is a nirvana for small business owners and those with entrepreneurial aspirations. With Facebook director of small business Jonathan Czaja as the lead guest speaker, the event provides advice on how to advertise and find your target audience using the popular social-media platform.
According to Czaja, 40 million businesses have an active Facebook page, while two million businesses actively advertise on Facebook. The world is going mobile, and Czaja said Facebook accounts 20 per cent of time people spend on mobile devices. Let’s face it; your customers will be one their smartphone’s Facebook app at some point during the day.
Below, Czaja provided five ways to improve your content while marketing your business on Facebook.
Lesson 1: Tell your authentic story
Understand that people want to do business with those they can trust. You want to be able to build trust with your community. Czaja believes content is the hardest part of marketing, but his golden rule is being original. “Owners should have their own authentic voice and consistently use that voice to communication with your customers,” Czaja said. “Authenticity is what works well on Facebook. Your post will be showing up in between a picture of my son and a picture of my wife. It’s a private space, so you really want to treat that with respect.”
Lesson 2: Boost your posts
After you’ve created some authentic content, now is the time to start reaching people on Facebook. The easiest way to start that is by boosting your posts. Here, you can select the audience you want to send your posts to, as well as create a budget. What creating a budget does, is indicate the number of people who will see that post. This can create tremendous success.
Lesson 3: Reach the people that matter to you
The beauty of Facebook is not only can you reach a large number of people, but more importantly, you can reach exactly the people you want to reach. The key is not wasting your money advertising on Facebook to people who don’t care about the products and services you provide. It’s like watching a commercial on TV that you care absolutely nothing about. Part of this is also targeting people in certain geographical areas. It’s a very powerful way to reach people who live down the street from your store.
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Lesson 4: Used advanced targeting
This means bringing your website data to Facebook in order to further advance your targeting capability. This allows you to upload your email lists or website visitors to Facebook and, in a privacy protected way of course, find those people on Facebook and target them in your advertising. “This is a very productive way to re-market to your existing customers,” Czaja said. “You can reach your existing customers on Facebook.”
Lesson 5: Measure your results
This is crucial. There are several ways to measure your performance on Facebook, and one good way is tracking the number of purchases made on your e-commerce website that are attributable to your ad on Facebook. With a conversion pixel, which can be installed on your website, it enables you to measure the actual sales generated by your investment in Facebook. It’s very important, because after that, you’ll know if your marketing tactics are working.
Q&A: Professor Loredana Padurean, Asia School of Business
As someone who is creating Asia Pacific’s business leaders of the future, what do you believe are the essential skills leaders require?
In many ways, we need leaders who are Renaissance women/men or polymaths, as opposed to specialists of an industry or a field. A polymath is a person with profound knowledge, proficiency and expertise in multiple fields and today’s leaders have to be able to combine various ideas, look at problems in novel and useful ways, and develop a broad and yet still deep set of skills, talents, and knowledge.
You’ve coined ‘smart’ and ‘sharp’ as skills of the future. What are these?
They are replacements for ‘soft’ and ‘hard’ skills, a concept coined by a US Army doctor in 1972 who observed that his pupils had different skills: dealing with machinery required ‘hard’ skills, while dealing with people and paper were ‘soft’ skills. This concept has served us well since, but I find it too binary, not to mention the semantic implications of the words themselves.
Soft implies gentle, delicate, mild, quiet, tender, weak. However, there is nothing soft in navigating competing perspectives and cultures, handling and delivering critical feedback or dealing with office politics. Instead, I prefer to call these skills ‘smart’. Hard implies rigid, difficult, heavy, static. But how can we think of engineering or software development as static or rigid? I believe ‘sharp’ is more apt as such skills need constant updating or sharpening.
I think it’s time to reflect on these classifications, because we can drastically change someone’s perspective by how we choose to talk about and frame something.
How important are smart skills in leadership today?
Smart skills are more important than ever because we live in a world of extreme diversity: generational, ethical, value-based, gender, etc. Gone are the days when giving an order was an effective act of leadership. I personally work with people from five different continents and across five different generations, therefore as leaders, we need to know how to adapt, motivate, inspire and connect. We need to increase our investment in learning about them in action, especially as smart skills are more difficult to develop.
I believe that a successful leader today has to be both smart and sharp. Take cognitive readiness, one of my top 10 smart skills. In order to be cognitive ready, one has to master system dynamics, one of my top 10 sharp skills. Also, did you know that one of the primary reasons why digital transformation fails is not the absence of digital literacy, a sharp skill, but the need for more validation and adaptability, both smart skills. So, instead of thinking of these skills as binary, I prefer to think of them as the yin and yang; co-existing and complementing each other.
So, you can teach leaders smart skills then?
Yes, you can, via a combination of the classroom experience, plus an action component supported by deeply embedded reflection. At ASB we call this Action Learning, and we teach it both in the MBA and in the executive programs. For example, in teaching a leader emotional maturity as a smart skill, first they need to learn what it is, and then act on it, before reflecting on what we did and how we did it. And then to repeat it, but this time with more expertise and awareness. It’s not easy, but that’s why my favourite mantra is ‘the job is easy, the people are not’.
Discover Professor Padurean's successful skills for a digital transformation here