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How to Create a Small Business Facebook Page That Targets and Engages Your Customers

So you’ve created your small business Facebook Business page – now what? More often than not, this is where small businesses get stuck. It’s great to have a Facebook page, but what good are your posts if you’re talking to an empty room?

We get it. Social media isn’t your strong suit, nor is it your passion. You know it’s a necessary evil, but you’ve either had little no luck with producing any meaningful outcomes, or you haven’t a clue where to start.

Here’s 4 common pitfalls to avoid in small business Facebook marketing:

1. Being too salesy.

In the digital world, the customer is in complete control over what they consume. So the “buy now!” approach just doesn’t cut it. And why would it? Nobody wants to be sold to in their free time. When they’re on Facebook, they want to be entertained. They’re on the network to see what’s happening with their friends, family, and the world in general. In other words, they’re not worried about you, they’re worried about what matters to them.

But don’t let that deter you from reaching your potential customers! Lest we forget, Facebook is the largest, most engaged social network today. You have to use it. Otherwise, you’re missing out on huge opportunities to connect with your potential customers, who are already actively utilizing Facebook.

So this brings us to the question of: how can you sell your service or product without being salesy? Of course we want to sell our products or services – and if done correctly, sales will happen with the help of Facebook marketing. But there’s a bigger picture you’ve got to think about. How often do you want to buy from a brand you’ve heard nothing about? Better yet, how often do you see an ad, click on it, and purchase right away? Probably unlikely, right? Especially if there’s a substantial investment involved. You need to get to know them a little better through some online research before calling, filling out a contact form, or purchasing a product.

Social media is all about getting people to talk about your brand. Beyond just being followers, you want loyal fans who won’t hesitate to tell their friends and family about your company. First and foremost, it’s important to understand that customers nowadays are using several channels prior to making a purchase decision. They want to get to know you, they’re looking for credibility behind your product or service, and need to justify spending money with your company.

2. You’re creating content, but it’s not for your customers

Many times businesses get caught up in self-promotion, instead of trying to provide value to their audience. Though your intention is to build business, you’re actually driving sales away. People are getting smarter about avoiding advertisements, and they’re immediately turned off by an intrusive experience.

However, there’s a sweet spot between satisfying the customer and driving your business goals – sans the need for intrusive ads, or sales jargon. That sweet spot is found in buyer personas. What do your core customers care about? What are the types of questions they’re asking you? How can you, as the business, help alleviate some of their pain points, answer their questions, or provide something they’ll find helpful?

For example: we’re a web design agency. One of our target personas is the small business owner. We know that as a small business owner, you probably haven’t dedicated the time to really evaluate what your website is doing to drive your business goals. But it’s important to you to bring in more qualified leads through your website. We created the Web Design Personas Toolkit to get you started. With the help of a step-by-step guide and an interactive template, you’ll gain a deeper understanding of your core customers, map out their needs, and match those needs to a specific function or feature to your company’s website. The end result? A revamped structure of your website tailored to exactly how your customers will use it. Thus, driving the actions you’re looking for. This top-of-funnel lead has been wildly successful.

The key takeaway here is to create content your customers will actually value. Here’s some questions to ask to create content your target audience will love:

  • What are their challenges when they come to our company for services? Think beyond your services or products.
  • How can I truly help them resolve their issue? Do they need video tutorials, step-by-step guides, in-depth blog articles?
  • How do they prefer to consume content? Videos, blogs, infographics – all the above? Remember that Facebook rewards videos with higher newsfeed placements!
  • Are there any timely events or holidays we could create branded content for?

3. It’s not clear who you are and what your company does

Make sure your Facebook header, profile image, and content clearly communicates who you are, what you do, and reflects active offers or promotions. Your business information should be filled out, including: About, Services, and your Products should be integrated from your eCommerce store, if you’re an online business.  

And don’t forget to update your call-to-action button, located right under your Facebook header image. This directs people to take the action you’re looking for. You can choose from 7 call-to-action buttons such as:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

Make sure the link is properly setup and the landing page aligns with the call-to-action. For example, if your call-to-action is to book an appointment, make sure your button links to your appointment page.

4. You’re not investing in quality content

Half the battle of social media is creating content that your target audience will love. Once you’ve clearly identified what your potential customers are interested in, it’s time to get cracking on your content calendar. A content calendar can help you better prepare for upcoming events, holidays, or other dates that align with your sales and promotions. It’s simple: if you know what is coming up next month, you’re able to better prepare content for it ahead of time, instead of scrambling around last minute.

But creating content is an investment of time, resources, and money. Try to have a good mix of different types of content: curated content (or content collected from other websites your Facebook target audience will like), video, photos, graphic design images, blog articles, or infographics.

If you’re in a bit of a slump while you are creating original content, don’t leave your Facebook feed dead in the water. Keep it fresh with curated content to continue inciting engagement. You can curate content using free tools like, Feedly, or Pocket. They’re easy to use and will scour the internet to find content based on keywords or phrases you select.

The most important factor that will give your small business Facebook page a competitive edge is getting creative. Identify resources that produce quality work, and are affordable. Sometimes you need a little help getting those creative wheels turning. Do your research to find graphic designers, video production, and digital marketing consultants to help you create content your customers will love.

Chalease is the Marketing Manager of Iron Springs Design. A creative juggernaut with a knack for creating mind-blowing digital strategies, social media campaigns, and branding initiatives, she's helped small businesses produce powerful results and attract not just customers, but loyal fans.