Facebook can be a powerful and cost effective way to promote your business. According to a recent study, consumers are 71% more likely to make a purchase based on social media referrals. This means that if you haven’t revamped your website in over 15 years—in internet time, your site is a cyber cave drawing—Facebook is an easy, fun, and cost-effective way to communicate to your target market why they should choose you.
These 5 tips can help you effectively market your business on Facebook:
Create a “company” page rather than a personal profile
I’ve seen a few organizations that have created a personal profile for their company rather than a company page. I’m not sure if they did this out of choice or confusion but here’s how it works:
You need to create a personal profile to be able to create a company page BUT it’s worth it.
Creating a company page is the norm for a business presence on Facebook. It allows people to like your page, follow your content, and post reviews about your service. A personal profile cultivates friends while a page cultivates likes. Likes are internet street cred for how great your service is so you want to cultivate as many likes as possible which you can only do if you have a company page (NOT a personal profile) for your dance school.
Work your cover photo
The cover photo (that looming space at the very top) sets the tone for your entire page. Remember, a picture is worth a thousand words—good or bad. Use a high quality image that speaks to your target market. Are you a ballet school for children? Choose a Kodak moment from the last performance. A tango school? Stage a photoshoot with two of your instructors. The cover page is also a good place to promote registrations, performances, or any other important events.
If you’ve uploaded a cover photo before, you know that sizing, image quality, and position can be finicky. In our free e-book: “10 Free Tools to Help You Manage Your Marketing Efforts” we talk about a great tool called Canva. Canva allows you to quickly and easily create professional looking graphics that are sized just right.
Boost your creativity: post remarkable content
Social media marketing belongs to a new kind of marketing called “Inbound Marketing.” Unlike traditional “Outbound Marketing” where big companies grab their consumers’ attention with bright colours (think Coke red), sensational claims (“you’ll feel amazing!”), and one-way media (TV ads, billboards, radio), Inbound marketing is about creating remarkable content that the consumer actively seeks out.
For example, your salsa school might want to start writing a weekly blog where you discuss common mistakes and how to correct them. Then, use your Facebook page to share these posts with more people. Other remarkable content ideas: a monthly ballet or hiphop playlist, interviews with your instructors, an online class where each week you release a video with new steps and then when it’s over organize a flash mob dance party.
Post regularly and experiment with timing
When starting out, try to post at least once a day. Many articles swear by twice per day at 1:00 pm and 3:00 pm. That being said, frequency, days of the week, and times of the day are specific to your audience so keep experimenting until you find what works.
Stick to It
Growing a network takes time. I’ve always found that the same rules of community building offline also apply online. Highlight individual achievement (such as a “student of the month” campaign) and engage with everyone who comments on your content. It’s also important to keep up with what’s going on in your network. Spend 20-30 minutes every day checking in on your page and newsfeed and, every so often, glancing over at competitors’ and popular Facebook pages for inspiration.
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- Sell your classes and activities
- Create your own online store and add products to it
- Create and launch fundraising campaigns
- Setup and apply your own business rules
- Build your promotions