Customer Experience

Click bait: How to use Facebook to increase engagement and boost sales

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Tiffany Loh
Smarter Writer

Tiffany Loh is the Smarter Business™ & News and Digital Editor, with varied writing experience always looking for a unique story

Avoid mistakes, focus on mobile and learn the tricks of the trade from Stephen Scheeler, Head of e commerce, Retail, Automotive and QSR of Facebook ANZ.

Don’t Bombard Audiences with Your Sales Pitch

A lot of small businesses make the mistake of thinking that good content on social media equals a sales pitch. However is not the best way to engage potential customers appealing stories is not with a non-stop flow of information about your products and services.

Constant advertisements that nobody is engaging with is more than likely repelling potential customers at the same time.

While some content related to your products and services should form part of your business content strategy, it shouldn’t be the only part that is considered. The formula for building a following on Facebook is really no different than traditional marketing – it’s about creating a compelling story around your product, service and brand, and then connecting with your customers in a way that is relevant to them.

apple mouse and keyboard

An authentic voice tells your story better

It’s really pretty simple – think about the core elements of your brand and then connect with your customers on Facebook in a way that illustrates these values, with compelling content, frequent updates, in an authentic voice.

An example of a small business that I think does that well is Tumbletown, a mobile play centre based in NSW. 

Their two specific goals for their Facebook presence are to build brand awareness by growing its fan-base, and to increase and drive sales.

And so, Tumbletown's Facebook strategy focused on three key things: 

Engaging content: Tumbletown used its Facebook page to share unique and entertaining posts, such as photos of its play centres in use.  This was designed to increase the number of Likes, comments and shares its posts achieved, so it could in-turn expand its reach.

Facebook ads: It used a paid Facebook strategy to increase the number of fans it could engage with.  At first, this involved targeting a broad audience of males and females aged 18-45.  Two weeks later it narrowed its reach to females-only, and as a result doubled the effectiveness of its ads. 

Promoted posts: Tumbletown also used promoted posts to boost awareness of engaging posts so it could showcase to a broader audience. Through photos and updates, the business showed how its play centre could be used at different types of events.

Tumbletown has seen fantastic results so far, including: 

Increased fan base from 110 to 10,000 in a nine month period, an average of 1,000 new fans per month.

$15,500 revenue secured per month after two months of advertising on Facebook.

18 new bookings received over three days after boosting two Facebook posts via mobile.

Triple the amount of bookings year on year as a result of advertising on Facebook.  

Plans to double the number of play centres in use to handle increased customer demand.

Fast-tracked its three-year franchise business plan to one year to meet customer demand.

Focus on mobile

If you’re using social media to drive sales, the key focus here is one word – ‘mobile’.

The rise of mobile is the single fastest adoption of technology in history. In Australia, there are 29 million active mobile phones in a population of 23 million people. So how can you reach people who are looking at this screen in their hand and not at traditional media?

The obvious answer is social media. It’s where we go to discover what matters to them about their friends, family and brands. Facebook has 9.8 million daily active users in Australia, and more than eight million of these access Facebook primarily through a mobile device. Aussie Facebook users visit the platform an average of 14 times every day, often while consuming other media at the same time, and while in between tasks – whether it’s waiting at the lights, or your favourite TV show to come on.

The advertising options  combined with our targeting tools is a great way you can reach your audience and achieve your marketing objectives – from driving brand metrics like awareness, consideration and purchase intent, to driving a direct response such as an app install, to purchase art a merchant’s online or  a physical store.

Test which tools work best for you

There are some great new tools reach more customers on Facebook, each with a different goal or purpose. Here are the ones you need to know about, so you can see which would work best to help you reach your marketing goals.

Facebook tools 

Promoted posts: This form of advertising allows small business to easily create an ad directly from their brand page.

Mobile app install ads: Perfect for small e-commerce businesses who want to promote their app at a really cost effective cost per acquisition (CPA). Business owners can set up mobile app install ads direct from self-serve and spend a lot or a little, whatever suits their objectives.Simplification of ads interfaces: The new objective-based interface makes it really easy for small businesses to create an ad in Facebook if they’ve never done it before.

Reach and frequency tool: The new tool allows advertisers to specify the exact audience reach and frequency they want to access through. 

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