All AWG retailers are independently owned and many are smaller, one-store operations. They often don’t have the resources to manage large-scale social media strategies with expensive agencies so they come to us for help. Or they hire a marketing professional to work for them in-house. Either way, many of our stores work on small budget with small teams, sometimes even a team of one.
I recently attended a Social Media Club of Kansas City professional development breakfast with guest speaker Travis Pflanz, owner of WebWorks of KC. His presentation, titled “Finding Success on Facebook with a Team of One,” highlighted strategies and tools small businesses can use to maximize their Facebook marketing with small teams and small budgets.
Travis drove home one point throughout the presentation. All businesses should focus on their website and any other non-social digital properties they own before even considering Facebook or social media in general. He reminded the audience that your business doesn’t own Facebook, but you do own your website. Make sure you have a strong content strategy on your website first.
You can use one piece of website content for up to 20 different social media posts! So make sure your website content is good quality and addresses your most common customer questions (and yes, he suggests answering even the tough questions like pricing and potential problems). When you create content that addresses ALL of your customers’ questions, it builds trust with them.
Establishing Your Facebook Page
Once you have established your website and any other supporting digital properties (app, online shopping portal, etc.) then you can move on to your Facebook strategy. Travis listed a few important steps to take as you establish your Facebook page:
- Set up your Facebook business page in Facebook Business Manager
- Install the Facebook Pixel
When someone visits your website from clicking on a Facebook ad and takes an action on your website (like buying something), the Facebook pixel reports this action. You’ll be able to reach this customer again by using a custom audience as Facebook pulls more and more of these customers who you convert from Facebook to your website. It helps Facebook gets better at delivering your Facebook ads to people who are more likely to take certain actions (conversion optimization).
- Track all website visitors, not just from Facebook (Google Analytics or some other form of website analytics)
- Collect email addresses (with a form on your website that you can link to or embed across all platforms)
- Post a comment from your personal account on your business account to get the conversation started.
- Don’t be afraid to draft your employees to engage with the posts.
- Determine what success looks like for your brand BEFORE you start a social media campaign.
What are your goals or KPIs (key performance indicators)? Do you want to get more page likes, more engagement on posts, more visits to your website? That will determine the type of campaign you create.
- Engage with your engagement. If somebody comments on your page’s post, reply back!
Facebook Faux Pas
Travis also shared the most common Facebook faux pas he sees from brands:
- Arguing with customers as your business
- Thinking a “like” is engaging back with your fans
- Not checking to see if your post attribution is your business page or your personal profile
- Directing your pixel to the wrong page on website.
Your home page will likely get a lot of hits so don’t direct your pixel to the homepage if your goal is to direct them to your online shopping portal. It will pull the wrong analytics and skew your results.
Asking the Audience
Throughout his presentation, Travis encouraged audience feedback — especially suggestions he didn’t cover from other social media community managers in the audience. Here are just a few that stood out to me:
- Include a list of rules on your social profiles. For example, John Deere lists “house rules” on their Facebook.
- Video content doesn’t have to be perfect. In fact, people relate better when it’s not.
You can integrate your website and Facebook in several interesting ways to make the transition from Facebook to your website even easier:
- Embed everything from Facebook to your website — live videos, photos/albums, business pages, even posts!
- Use website plugins so customers can log in to your website and leave comments with their Facebook profile!
Next he moved on to Facebook advertising. I covered the basics in my last blog post. Travis went into more detail. Some easy wins you can get with your Facebook pixel and ads:
- Showcase your expertise to Facebook users who’ve visited specific pages on your website.
- Show ads to users who have visited a product page or products in a specific category.
- Abandoned cart? Combine product page views with views of the checkout page of users who didn’t purchase.
Websites, Tools & Plugins
You might be wondering how to integrate your website and your Facebook page in the ways Travis described. Luckily he provided a list of tools you can use to make these integrations easy and seamless:
- Pixel Caffeine – WordPress plugin to manage Facebook Pixel and Facebook Product Catalog
- Replug – shortens, tracks and optimizes your links
- HookPress & Zapier – integrate almost anything in WordPress with 750+ software, websites and services
- Missinglettr – turns each of your blog posts into a 12-month social campaign
- Quuu Promote – promotes your quality content via real people who will share it on their social media
- ContentStudio – discover topic-relevant content filtered by social shares
Travis acknowledged that for some small business owners/account managers it’s easy to get overwhelmed by what you see agencies churning out. His final advice for the audience was: know your voice, plan well, and always use your own measuring stick. Your small business access might be a drop in the bucket to a large corporation, but that doesn’t mean it isn’t a big win for you.