If I had to rank the most common questions I receive from my students, how to use Facebook for marketing would certainly be near the top.
Facebook remains, for many entrepreneurs, are marketing mystery. It has a lot of potential, but it can seem like a “time suck,” as entrepreneurs waffle around Facebook, trying to engage with their audiences and get those elusive likes/shares/comments.
In this week’s marketing strategy, I share with you my Facebook strategy. I hope it inspires you to create your own. I also hope it inspires you to give yourself permission to be more intentional with your Facebook efforts.
Let’s talk about Facebook!
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Hi everyone, it’s Jill Celeste from Jillceleste.com and the Celestial Marketing Academy where I teach entrepreneurs all they need to know about marketing so they can become the directors of marketing for their business.
Let’s talk about Facebook marketing. I get this question so much from my students and clients, how to use Facebook for marketing. What I want to do in this video today is I want to share with you my marketing strategy. Now, the reason why I want to do this is two fold and I want you to take away two things.
First of all, I want you to take away the fact that you need a Facebook strategy. You need to create something if you plan on using Facebook for marketing.
The second takeaway is I want you to give yourself permission to listen to my strategy and if it doesn’t feel right for you, you don’t have to follow it. It’s my strategy. It’s unique to me. Now, you’re welcome to benchmark it, but if it feels icky or it feels like something that doesn’t quite align with your overall marketing strategy, that’s fine. Again, the big thing I want you to do is to create a Facebook strategy, whatever that looks like for you.
Let me peel back the covers, so to speak, and share with you what I do on Facebook. One caveat to this, this could change at anytime because Facebook is a very fluid social media network. It really changes sometimes day by day. This is what my strategy is as of today. Let me first tell you what I have on Facebook.
What are my Facebook assets? First, I have a business page, which hopefully you have liked. The second thing I have is my personal Facebook profile. That’s where I have my friends and family, my college friends, my high school friends, et cetera. The third thing I have is my private invite only Facebook group for my tribe, and that’s called The Celestial Ones group. The next Facebook asset I have is another group that’s exclusive to the members of the advanced marketing circle, which is my group coaching. When I run a challenge, I also have a Facebook group for those members. Primarily though, I use the big three, the page, the profile, and the big group. That’s what I have for my Facebook strategy.
Let me go through each one of these assets so you can hear and learn what I do with each one. First, let’s talk about the page. Now, again, this is how I feel as of today, subject to change. This is the truth. If it wasn’t for two things, Facebook ads and Facebook Live, I honestly think I would close down my business page. Why? Because the organic reach is just too difficult. It takes a lot of time, a lot of effort, and historically I have not seen an ROI on it and I really want to spend my time on things that are going to grow my business in a smart way. That means of course I’m still posting on Facebook, but the reason why I’m keeping that page open is because of those two pieces of functionality, the ads and the Live functionality. That’s the truth. At least that’s how it stands today. If you’ve been feeling like closing your Facebook page and you don’t care about ads and you don’t care about doing Facebook Lives from your Facebook page, maybe that’s a good strategy for you. It’s up to you, but that’s what my strategy is around my Facebook page. I’m basically keeping it around, keeping it alive so that I can use the functionality to grow my audience.
Let’s move on to the second thing I have, which is my Facebook group. I love my Facebook group. I think because I have the Facebook group, it overshadows my Facebook page because I get more out of my Facebook group. This is a very intimate group. It’s a sacred space for my tribe. We have a ton of fun in there. Yes, I do marketing information. Yes, I promote my business. For the most part, I’m building relationships not only between me and my tribe members, but with each other, the tribe members with each other. We have so much fun. We talk about books and we talk about movies and we talk about music and we talk about our mindset. I host virtual parties where I give away prizes. Yes, I do promote on my Facebook page. Not very much, but when I do, I try to make it special by giving people advanced notice, by giving promotional codes so they can save a little bit of money, offering exclusive discounts that only those in the Facebook group receive.
My tribe, my group, is that Facebook group and I get a ton of ROI out of it absolutely. Honestly, even if I didn’t, I think it’d still have that group open because it’s just exactly the perfect vehicle for me as a marketing teacher. I love my Facebook group and I want a shirt that says that. The third thing I have is my personal profile. My personal profile is where I connect with my entrepreneurial friends and my non entrepreneurial friends, my family, my relatives, my friends, people from high school, people from college, people I’ve met through football teams and baseball teams, and former work colleagues, probably just like you have. Here’s what I really abide to. I believe that personal profiles are meant for personal things. Now, I do share from time to time my business posts to my personal profile. Basically I post it on my Facebook page, I hit the share button, and I share it on my own timeline. I do that for two reasons. First of all, to get the reach, and secondly, sometimes there are people on my personal page who are entrepreneurs who haven’t yet liked my Facebook page, so doing that occasionally really helps.
What I do, I make it quite conversational. I’ll say, “For my entrepreneurial friends.” That’s usually how I begin those posts. I make a conversation about what I just posted from a business perspective. I do not believe in using my personal Facebook Live, for example, to do something business oriented. I know a lot of entrepreneurs are doing it. I understand why they’re doing it, because the reach is greater, but I just don’t believe that my friends and family who are not entrepreneurs really give a crap about marketing messaging and email marketing and social media marketing. I don’t think it’s fair to them. When I do a Live, I do it on my business page and I might share it to my personal profile when it’s done, but I like to keep things as much as possible personal on my personal page. Again, that’s my strategy. In summary, you can see I do most of my marketing through a private Facebook group with some paid advertising through my page. I try to keep my personal stuff personal. That’s how I use my Facebook.
It’s my primary social media network that I use for my marketing. Yes, I post to Instagram. Yes, I post on Twitter, but most of my marketing’s done through Facebook. This is the strategy that works for me. Your assignment is to create your Facebook strategy. It could be something as simple as … This is mine typed up. Just a way to remind me what my goals are, what I hope to accomplish, and what I’m doing with my Facebook marketing so I’m very intentional with my time.
Create your own strategy. Stick to it. Experiment with it. Give yourself permission to adjust it as you need. I hope this video helped you figure out some marketing for yourself through Facebook. If you need additional marketing tips, head on over to my website at Jillceleste.com. Until next time, here’s to your marketing success. I hope you have a great day. Talk to you soon.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.