Social media marketing is a highly accessible and effective way to grow your business. Using Facebook as part of your marketing strategy is a great way to show up in your ideal client’s newsfeed – somewhere they are likely to spend a significant amount of time on. One challenge that many small businesses face when using Facebook marketing is making an impression and cutting through the noise of a Facebook user’s feed. Keep reading for some tips on using Facebook for your business.
Optimizing Your Facebook Profile
Start with optimizing your Facebook profile.
You should be using an easily recognizable photo or logo for your profile picture. Ensure that your ideal client can identify your posts quickly. This may look like a clear, professional headshot or a high-resolution logo. Above all, the branding (colours, graphics, etc.) on your Facebook profile needs to be consistent with the branding on the other platforms you use.
Use your ‘About’ section to communicate important information about your private practice. This is often one of the first impressions a user will have of your business on the platform so ensure to clearly identify who you are, what you do and include any relevant specializations or information that sets you apart from other practitioners. This might look like including details about how you provide your service, especially if you offer remote or online sessions.
Think about the Call to Action, or the purpose, of your Facebook page. What actions do you want users to take? This might include asking your audience to book a 15-minute consultation with you (with the goal of booking more clients) or prompting users to download a free resource that you’ve created (with the goal of increasing your email list).
Use your cover photo and pinned posts to direct your ideal client towards taking the desired action. These assets are some of the first things new followers will see so it is important to ensure that they align with your overall marketing goal.
Facebook Marketing Best Practices
Once you have optimized your profile, consider implementing some of these Facebook best practices.
Be sure to post high-quality content and avoid sharing ‘fluff’ simply for the sake of posting frequently. One of the key aspects of social media marketing for private practitioners is to position yourself as a trusted expert and reliable resource. Create content that your ideal client is looking for that will educate, entertain or inspire them.
When possible, try using photos or videos in your Facebook content. Posts that contain multimedia tend to perform better overall. This can include on-brand stock images, infographics, Facebook Live videos, etc.
Consult Facebook insights to review how your content is resonating with your audience. As a rule of thumb, it’s best to review your content analytics on at least a monthly basis to gauge what content is performing well with your target audience.
Consider what content has the most reach or the highest engagement and then set out to make more content similar to that. You can also use your Facebook insights to determine the most optimal time to post your content to increase engagement.
Incorporate additional tools
Facebook Business Manager
Facebook Business Manager is essentially an admin dashboard where users can manage various Facebook Business tools and assets and where you will manage your organic and paid content.
In addition to your Facebook business page, you might consider building a Facebook group as a way to connect further with your ideal clients. Facebook Groups are a great way to share important information or ideas with your community and help to build your ‘know, like, trust’ factor by giving your raving fans more intimate access to you and your brand using organic interaction.
Using Facebook Messenger is a great way to engage with potential clients who are looking for a mental health practitioner. This can be linked through your Facebook Business page and will allow you to respond to inquiries in real-time. Much of the available research indicates that most people using Facebook Messenger to contact a business expect a response almost immediately so be sure to consider this if you choose to incorporate instant messaging.
Paid Facebook Ads are a great way to get your most popular content in front of a wider, targeted audience. These ads can point your audience to your website, prompt them to opt-in to your mailing list or simply engage with your brand and content.
For help developing your marketing strategy and growing your private practice, book a free 20-minute Business Mentorship Consultation!