Understanding how to market on Facebook can be a challenge for most people. Not only does Facebook change the rules frequently, but just having a few likes doesn’t always translate into sales numbers. While the first step to reaching people via Facebook is to get them to like your page, marketing on this social media giant takes a lot more than just gathering a few Facebook likes.

Getting the Right Followers

You don’t want just any followers for your Facebook page. You want people in your area who are interested in what you have to offer. You likely already have a target demographic in mind, so you already know who this audience is. One way you can target the right followers is Graph Search. This is a function that Facebook offers that helps you hit the right audience.

Pull up Graph Search and then type something like “People who like CompetitorPage”. You’ll simply need the name of your competitor’s Facebook page to plug in here. This will pull up a list of everyone who likes your competitor’s page and tell you a lot about what their interests are. This can help you narrow down any advertising campaigns to gain new followers.

You can gain more followers by:

  • Adding a Facebook likes button to your website. People who visit your site are your target demographic.
  • When posting a guest blog post, add a link to your Facebook page.
  • Cross-promote with business owners with a similar demographic but who are not competition.
  • Run a contest.

Only 10-15% will see your posts on your Facebook page. That means it is important to have more Facebook likes on your page so you can reach more people.

Reaching those Followers

Once you’ve built up your following to at least a few hundred likes on your page, it’s time to start seriously reaching out to those followers. Some of the best ways to do this include:

  • Regularly post unique content.
  • Offer special discounts only to your followers.
  • Follow back their business pages and interact with comments and likes.
  • Ask them to share your page and posts. Sometimes you only need to ask to get results.
  • Engage with others. As Kissmetrics puts it, “[Facebook isn’t a place] to give non-stop promotion to your brand.” Give as much as you take. Follow people back. Like their posts.

Turning Facebook Likes into Action

Once you’ve started to gain some traction and have a number of likes on Facebook, it’s time to reach out to those followers and start turning them into customers. Consider Facebook followers as soft leads. They are interested in what you have to offer, but not convinced to buy.

  • Advertise and target your followers directly.
  • Narrow your target audience to the types of people you want to buy your product and market to them with Facebook ads. Watch the results via the built-in analytics tools.
  • Offer content they can’t help but share. If it is engaging, has a great image, and is timely, you will get more shares.
  • Encourage them to sign up for your newsletter. Offer unique content they can’t get elsewhere. Include a link to sign up to the mailing list. Once you have them on your email list, you can market to them directly.

Ongoing Marketing Efforts

These steps will help you on your way to gain Facebook followers. As you’ve probably already guessed, it is better to have 400 truly engaged followers who are interested in your brand than to have 8,000 who don’t care a thing about your business.

However, there is no reason to stop at 400 followers. Keep going until you have 1,000, and then 10,000, and so on.