One of the most common questions I get about Facebook is how to use it to promote and sell products and services.
And it’s a real good question too – because as a pet business owner, if you can’t use social media to promote your services then, what’s the point?
Yes I know social media is also about building community, and relationships with your audience, but at the end of the day there are bills to pay, and as small business owners we need to make full use of all marketing tools at our disposal to drive sales.
How to Promote on Facebook
The first thing you need to know about promoting on Facebook is that Facebook doesn’t like Promotional Posts.
Yes, you heard me right.
Facebook won’t push your promotional posts out into the newsfeed of your followers if your post sounds TOO promotional.
Here’s the back story.
In November 2014, Facebook surveyed their users and discovered that what people really wanted to see in their newsfeed, was more stories from friends and Pages they care about, and less promotional content.
Here’s what the people FB surveyed said made them feel a post was too promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
So what does that mean for your pet business?
It means that you need to be real careful when you promote your products and services so you don’t sound too promotional.
Because overly promotional posts will not be shown in your followers’ newsfeeds, and that means they won’t be seen by anyone.
What should a promotional post look like?
Here’s a typical example of a promotional post that I often see posted by pet business owners:
‘Half price baths today only – call to make an appointment’.
There is no real context, and the post’s single purpose is to push sales. Needless to say, these types of posts rarely get any traction, and very few likes or comments.
Here’s a better way to get the same message across:
I would start by uploading a photo of a mucky pup and writing a bit of a background story to make it sound less promotional:
‘We all know that dogs love mud – but after a whole week of rain it’s probably time for a bath! Did you know many regular dog shampoos contain potentially harmful ingredients? We only use non toxic shampoos and conditioners from ‘Green Brand’ in our spa, and your dog will emerge looking and smelling great. Book your half price appointment today.”
Do you see the difference? I added a little bit of context, and a photo – and just like that, the same promotional post just became so much more likely to be shown on your followers’ newsfeeds.
What’s your best trick to get your promotions seen by your Facebook followers? Tell me in the comments! 🙂