8 Steps to Facebook Marketing with Limited Time

A potential client once asked me how much time they would need to dedicate to their Facebook marketing efforts in order to be successful. I told them that it would take at least a couple of hours per day. His response:

I don’t have time for that.

It’s a conversation I’ve had several times over. And up until recently, the response I received frustrated me to no end.

It takes time to nurture a community on Facebook. Your strategy also shouldn’t live on an island, and should integrate efforts on your website, other social networks and your email marketing. So I saw “a couple of hours per day” as being a very conservative estimate.

The problem, of course, is that many people simply don’t have the time. In those cases, I’ve been far too quick to shrug and say that it’s not worth trying.

I’ve come to the realization that there is a place for these people on Facebook. While their potential success may be limited by the time they put into it, that doesn’t mean they can’t make an impact.

No Jumping From a Plane

I finally understood this on a weekly call that I have with my business coach, John. He presented a potential client and asked what I would recommend for them. I gave my song and dance about how it’s a commitment. His response:

He’s not jumping from an airplane

It took me a second, but I got it. Up until that point, I was only giving one option. To be successful, you had to put on your parachute, fly up into the sky, and jump 10,000 feet from an airplane. All this person wanted to do was jump off of the diving board.

I have to accept that not everyone has access to the airplane. Not everyone has the time to practice how to jump. And not everyone has the desire to jump in the first place.

I was putting everyone into the same category. That was a mistake.

Let’s think of the typical entrepreneur. No staff or assistant. All of the person’s time is spent speaking, traveling, consulting and developing business. Sure, you and I may think that there’s always time for blogging and Facebook in there, but some people will never agree. How can such a person still benefit?

Here are the eight things that someone with limited time can and should do to establish a viable Facebook presence…

1. Create a Page

Okay, this is the easy part. But while it may seem obvious, many still miss this step and instead try to run their business identity through a profile. While this is more doable these days with subscriptions, I still strongly advise setting up a business Page since there are benefits that are not available to personal profiles.

Go here to create your Page.

2. Fill in the Details

There are several text boxes that you can fill in to explain your business. Use them! People visiting your Page will want to find out more about you. If they can’t find that information, they’ll get frustrated and leave. Additionally, use keywords relevant to your business since this can help you get discovered on search engines.

Make sure you fill out the following:

  • Founded date
  • Address
  • About (this will appear under your Cover Photo)
  • Description
  • Mission
  • Awards
  • Products
  • Contact info (phone, email, website)

Take your time on this! Since you will not be updating frequently, you are putting all of your efforts into how you explain your business.

3. Focus on Imagery

Look at your Facebook Page as you would a website. You need to create a good first impression. That starts with a warm profile photo, an interesting cover photo and the tab icons.

Jon Loomer Digital Facebook Timeline

These things need to be consistent with your company branding, sticking to a theme and color scheme. They also need to look professional. If you need to hire a photographer and a designer to get these done, do it!

Again, since you aren’t going to spend a lot of time nurturing an audience, your focus should be on generating business based on first impressions. So how you convey your image will be critical.

4. Tell Your Story with Milestones

When did you open your business? When did you make your first dollar? Who was your first client? When did you receive your first award?

Tell your story!

Facebook Timeline for Pages Milestone

Use Milestones to map out what you’ve done and who you are. Look at this as a visual LinkedIn profile or résumé. Choose engaging photos to complement the stories you tell with those Milestones. Make it something people will want to read!

5. Add Three Tabs

Under your cover photo, there is space for four icons. These represent your photos and three tabs of your choice.

Jon Loomer Digital Featured Facebook Apps

This is your chance to collect leads, display your portfolio, tell about who you are, etc. What goes in these three boxes will depend on your goals. Here are a few ideas:

  • A video of you introducing yourself
  • An image gallery of work that you’ve done
  • A contact form or email subscription form
  • A list of services and price points, with form
  • Your eBook, white paper or other download

Each tab should satisfy a business goal. These three tabs should represent your three priorities for your business and your Page.

This will take some technical know-how. I personally use ShortStack to build all of my tabs. But again, feel free to spend some money to have someone do this for you.

If you don’t have the time or ability to build your own tabs, let me do it for you. Fill out the form below for a quote:

[gravityform id=”18″ name=”Free Consultation” title=”false” description=”false”]

6. Update Once Per Week

I know, you’re a busy person. But set aside some time once per week to update your Page.

Don’t skimp here. Post something interesting. Share a photo, a video, an interesting link or a story. Don’t just broadcast, but ask for your fans’ opinions on what you’re sharing. When possible, have it lead to business.

During that window, also expect that some people will reply to your post. Take the time to thank them and respond. No, this isn’t going to take hours. Assuming your audience isn’t huge, it will only take a few minutes.

7. Add Facebook to Your Business Card and Email Signature

Now that you have a Facebook Page, you must tell the world! Put a link to it in your email signature and list the URL on your business card. If you don’t think it’s important enough to share in these places, then it’s not important enough to have.

8. Spend $50 Per Month on Facebook Ads

The problem with the first seven steps is that if you aren’t actively engaging your audience then it will be difficult to grow. And the main goal of your Page is likely business development. So let’s develop some business.

You need to be aggressive here. Drive potential business to your Page with Facebook advertising. Budget about $50 per month for this purpose. Send these people to one of the tabs you created earlier that describe your business and/or services, complete with a form. Skip the small talk.

While most Pages are focused on number of fans, that’s irrelevant to you. Whether or not they like your Page doesn’t matter that much. You want them to fill out a form so that they get into your potential business pipeline.

I assume you’ve never run ads before. Once again, I can do this for you. Fill out the form below for a quote:

[gravityform id=”18″ name=”Free Consultation” title=”false” description=”false”]

In Conclusion

I know, you came here expecting shortcuts. You wanted it to be easy. It’s easier, but you’re going to need to do some work up front.

No, you don’t need to spend multiple hours per day or even per week to make an impact with Facebook. But just as you need to spend some time thinking through how you want to portray your business on a new website, you should take the same time here. You’ll need some budget to build it and possibly grow with Facebook ads. But otherwise, you can get by with limited effort… once it’s up.

Do you know of businesses that have been successful on Facebook with limited effort? Let me know below!

  • http://johnhaydon.com/ John Haydon

    So you’d recommend posting once per week? Do people get results with that frequency?

    • http://jonloomer.com/blog Jon Loomer

      Hi, John! I’d recommend updating (at least) once per week if you have limited time. I consider this a bare minimum guide for people who don’t have the resources to manage it more closely.

      Whether or not it gets results will depend on their product, industry and audience. The less frequency you update, the more the focus goes on driving traffic to your tabs with ads that will then begin a relationship outside of Facebook.

      • http://johnhaydon.com/ John Haydon

        I find it hard to believe that someone who’s passionate about their business can’t make the time to post at least once a day.

        • http://jonloomer.com/blog Jon Loomer

          I understand the point, John, but I hear it time and time again. Mainly from entrepreneurs who are constantly on the road, speaking, etc. I hear you though.

        • http://OzziCat.com.au/ Ozzi Cat

          Hi John, it’s quite easy to happen. Especially when you are a “young entrepreneur”, you have to learn, analyse and digest A LOT, you do everything yourself, you are likely to have another job still supporting you apart from your just started business. And you sleep only 4 hours a day.
          (And it’s only that passion that you mentioned keeps you on track). Just imagine this routing. Building systems for your business takes time. And periodically it is difficult to squeeze everything important into only several hours that you have. Situations are different.
          May be there are two different things – somebody does not want to post to FB more often, or somebody experience a difficulty with a “personal resource” allocation.
          Regards, Natalie

  • Hilani Ellis

    Great write up Jon, but isn’t there a cap/minimum for Facebook advertising?

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Hilani! Facebook puts minimums when you try to stretch out campaigns for many days, and there is otherwise a $1 daily minimum. But you can stop an ad at any time after it’s been started.

  • http://www.facebook.com/carol.montgomery.adams Carol Montgomery Adams

    Hi Jon, boy does this resonate. I would add that there is also a need to show the client a next step; just one that they can grab on to. Steps keep one going forward. I have had success with facebook.com/xirrus. When we started I managed the Page with a part time intern and it was tough for both of us. But now they have gotten in a groove and have brought in a new full time mktg person who does a little Facebook every day. Likes are increasing organically and so is engagement. So, yes, eventhough social media takes committment it can be done without jumping out of plane! Our successful action has been to focus on the quality of the post, not the quantity. Thanks for your article!

    • http://jonloomer.com/blog Jon Loomer

      Awesome example, Carol. Thanks for reading!

  • http://www.facebook.com/ruthesheahan Ruth Sheahan

    Awesome as always John. I’ve recently come to the same conclusion that there are different ways to do Facebook right. There are also a lot of ways to do it wrong –as we know!– and as long as they aren’t doing those things, the diving board can be just fine.