When it comes to reaching your customers and connecting with new clients, Facebook is one of the most cost-effective marketing platforms available.

The average American adult spends over 22 minutes a day on Facebook, making it the perfect place to target your audience.

But using Facebook as a marketing tool is not as simple as just throwing up a page and intermittently posting content. And "buying likes" isn't as effective as it once was.

To be effective, you need to use social media intentionally and with a strategy in mind. To expand your Facebook presence and build your clientele, follow the below tips.


Expand Your Profile

Think beyond the basic profile picture and about section. A successful Facebook page needs to be visually appealing and thorough. Have a professionally designed cover image, branded profile picture and an engaging, sales-worthy biography.

The cover photo serves as a small billboard for your company. Use this valuable real estate thoughtfully by adding a tagline, slogan or contact information to the graphic so users can easily see it.

In the about section, keep in mind that this portion is indexed by Google, so think about keywords to include to get your business noticed, such as your working location and your company’s services.

If you need help with graphics or copy but are short on time and money, services like Fiverr can get you custom graphics designed for you for just $5.

Additionally, encourage customers to leave reviews; other people will look for them, and having a strong history will give your page and your service more credibility.


Add a Call to Action



Add a call to action button to your page so customers can easily contact you, book an appointment or make a purchase. Identify your most commonly used services and link directly to those sections to simplify the experience for clients.

As your business is growing, you can encourage people to take action by offering special incentives, such as coupons for new users who submit requests through the call to action button.

Facebook is making it easier for its users to search for local services on the platform, so make it incredibly simple to have a big “BOOK NOW” button show up when a new prospect lands on your page.


Produce Great Content

To grow your presence on Facebook and connect with new users, you need to create original and compelling content.

Rather than throwing up new posts each day, create a strategy ahead of time and plan your content. Include a mix of pictures, videos, infographics and links to make it more engaging and to encourage views.

Use Facebook Live to broadcast yourself live for all your followers to see! Interview happy clients or share industry news to entertain your community while on the go.

Be personable, candid and friendly in your posts to encourage followers to engage with your content. By producing varied content tailored to your customers’ needs, you can have fun building your client base.


Remember the 80/20 Rule

When you are running a small business and building your Facebook following, it can be easy to fall into the trap of continually posting about your services. However, people get sick of businesses talking about themselves and will unfollow you if that is what you regularly put out.

To connect with customers, only talk about yourself and your business 20% of the time. The rest should be informational, educational or entertaining content. You do not need to produce all of it yourself; you can curate interesting content in your field that would be of use to your followers.

For example, if you run a pet-sitting business, sharing articles around the holidays about how to travel with your pet safely or posting dog-friendly cookie recipes can be a great way to engage customers.

Remember, social media should be social. Ask your followers for feedback, ask them questions and engage in conversations in comments. You want your clients to feel valued and heard, and social media gives you the perfect platform to connect with them one-on-one. By giving them a voice, you emphasize your commitment to customer service.


Advertise in Small Doses

To take your business to the next step and consider a Facebook advertising campaign. Facebook ads are very powerful - you can target your ads to a very specific group by location, age, gender and interests, increasing your odds of reaching people who would be interested in your business.

Unlike other forms of advertising, Facebook ads are very flexible. You can spend as little as $1 a day, and you can scale your ads up and down depending on how busy you are, your budget and customer demand.

You can start and stop ads as needed, and you can update and change your ads based on their performance as you go. Plus you can advertise with different call-to-actions -- website clicks, engagement, etc.

The majority of Facebook’s views are on mobile now, so creating a mobile-friendly Facebook ad is a great way to connect with customers while they are on the go.


Closing Thoughts

Facebook is a powerful tool with an ever-growing customer base. By cultivating your social media presence and developing your profile, you can connect with both new and current customers. With some changes to your content, layout and visuals, you can increase your business’ outreach efforts, bring in more revenue, and not break the bank.