Social media platforms such as Facebook have become indispensable and help businesses connect with their customers. Yet, in the sea of potential customers, finding and attracting the right audience can be challenging.

Knowing your target audience is the cornerstone of a successful Facebook client acquisition strategy. By understanding their demographics, interests, and pain points, you can tailor your content and engagement efforts to attract and retain the clients you genuinely want to serve.

This article looks into 5 steps to attract more clients using Facebook, looking at optimising your Facebook page, creating engaging content and more.
In this Article:

• Step 1: Know your audience
• Step 2: Set up and optimise your facebook business page
• Step 3: Create engaging content
• Step 4: Engagement and community building
• Step 5: Adapting your strategy

Step 1: Know your audience

Knowing your target audience is crucial for finding and attracting the right people. It helps you understand their needs, preferences, and behaviours, allowing you to tailor your marketing strategies and content accordingly.

Understanding your audience

Imagine casting a wide net into the ocean, hoping to catch a specific type of fish. While you might get lucky and find the fish you want, the odds are not in your favour. Similarly, when it comes to client acquisition, having a clear understanding of your ideal client is like using a targeted fishing line with bait that your fish can’t resist.

Demographics: Knowing your audience’s age, gender, location, and other demographic data is essential. For instance, if you offer specialised nail services for women, targeting women in your local area makes more sense than a broader approach.

Interests: Look into your audience’s interests, hobbies, and activities. If you’re a massage therapist who loves to work with athletes, understanding their passion for sports can help you tailor your content and services to their specific needs.

Pain Points: Identifying the challenges and pain points your audience faces can be a game-changer. For example, if your target clients often experience anxiety around your treatments, this would mean creating content addressing these issues, such as tips for overcoming needle fear could help you get in front of them, placing yourself as the expert.

Content Strategy

Once you’ve gathered insights into your ideal client, you can mold your content strategy to effectively attract and engage them:

Tailored Content: Craft content that resonates with your target audience. While posting loads might look more efficient, if you’re not posting content that resonates with your audience, they likely won’t be reading or clicking on any of it.

Language and Tone: Use language and a tone that speaks directly to your audience. This might come back to your demographic, companies that target younger audiences might use humour and slang that this audience is used to. This can help to build a personality around your brand.

Solve Problems: Focus on addressing the pain points and challenges your audience faces. Offer solutions and advice, positioning yourself as a trusted resource in your field.

Engagement: Actively engage with your audience by responding to comments, questions, and messages promptly. This fosters a sense of community and trust, making potential clients more likely to choose your services.

Knowing your target audience is the cornerstone of a successful Facebook client acquisition strategy. By understanding their demographics, interests, and pain points, you can tailor your content and engagement efforts to attract and retain the clients you genuinely want to serve. It’s not about trying to catch all the fish; it’s about catching the right ones.

Step 2: Set up and optimise your Facebook business page

One of the first things you want to do is to create a professional Facebook page. This business page will be an avenue for potential clients to come back to, get in touch with or learn more about your business.

When getting your business set up on Facebook, the main thing to remember is that you’re not simply setting up a business page, you are creating a presence. Your page will represent your brand and business, which is why sharing high quality images and content is of the utmost importance, afterall, your Facebook page should help to increase your engagement clicks and revenue.

So why should I create a Facebook business page?

Creating a Facebook business page offers several advantages:

Brand Visibility: It allows your business to have a professional online presence, making it easier for customers to find and interact with you.

Audience Engagement: You can engage with your target audience, respond to inquiries, and build a community around your brand.

Advertising: Facebook offers powerful advertising tools to reach a larger and more specific audience.

Insights: Access to data and analytics helps you understand your audience and refine your marketing strategy.

Credibility: A business page adds credibility and legitimacy to your brand, showing that you’re a legitimate entity on the platform.

When creating your business page, you will be asked a range of questions. For example, business name, location, contact information. While not all of these questions will be relevant, clients will be more likely to trust you if they know more about your business.

Furthermore, there are a few things you can add to any page to make it stand out a bit more. For example, you could add a button to your page that makes it easier for potential clients to get in touch with you

Must haves for your Facebook page

• Profile picture – Not just any ordinary profile picture, this should represent your brand. Many businesses will use logos as their Facebook image.
• URL – If you own a website, be sure to include a link to your website on your Facebook page
• Cover image – This should be professional and is a great way to reinforce your brand, you could include contact details, or include a slogan to draw clients in.
• Location – Make sure to include your location, if people are looking for an aesthetics practitioner they are likely looking for one near them. With this in mind, including your location provides clarification for potential clients.
• Call to action button – This could be a ‘book now’ button or a way for clients to DM you. Either way, Facebook allows businesses to include a button on their page.
• Fill out the about us section. – This section could be the do and don’t between whether a client chose you or not. This section helps your audience understand what your page represents
• Pinned posts – this will give your clients a quick idea of what your business and page has to offer them.

In the image below, you can see our Facebook page where we proudly display all our contact information for easy access. We have also included a dedicated ‘contact us’ button for any clients who wish to reach out to us. Moreover, we have utilised the featured posts feature to showcase our expertise in specific areas that may address the pain points of potential clients.

Step 3: Create Engaging Content

Creating engaging content on Facebook is crucial to capture your audience’s attention and drive meaningful interactions. Recently, I had a conversation with someone about the importance of prioritising quality over quantity. Although it is tempting to generate a huge volume of content, it is vital that this content truly resonates with your audience while also delivering value to your business. Without these elements, your efforts will not effectively attract clients.

One thing to keep in mind is the 30 / 70 rule. This is the idea that 30% of your time should be spent creating engaging content and the other 70% should be used promoting that content. 

You might be wondering how this is done. As an example, you might write a blog about different aesthetics treatments. You can now use this blog in multiple ways.

• Share the blog itself
• Take quotes from the blog sharing text snippets 
• Highlight sections. For example, you might take a section from your blog, and write a post on ‘frown line treatments’. 
• Write a tip of the day taken from your blog. 

This way you can utilise your time efficiently and ensure that your content actually gets taken in by clients.

Struggling for content ideas? Check out our free tool below!

So what sort of quality content should you be creating?

There’s a range of different ‘types’ of content that you can create, such as:

Images: High-quality, eye-catching images are easily digestible and can convey your message quickly. Assuming images are your own, they’re also a great way to build trust and make you seem ‘real’. 

Videos: Short, engaging videos, whether educational, entertaining, or informative, tend to garner more views and shares. One  study found that videos stand a higher chance of catching a user’s eye as they scroll through their Facebook feed. With this in mind creating and sharing video content is a great way to gain new clients.

Written Posts: You can use written posts to craft compelling captions that complement your visual content. Pose questions, tell stories, or provide context to encourage interaction.

As well as considering the types of posts, we recommend that your posts also adhere to a specific theme. To guide you, we have categorised these themes into three essential areas: Education, Engagement and Promotional Posts.

Engagement 

Engagement posts are designed to stimulate interactions and responses from your audience. They encourage likes, comments, shares, and other forms of engagement, fostering a sense of community and interaction around your brand.

You will often see engagement themed posts in a few places, these are usually shared on pages, or within a group. But, generally speaking, engagement focused copy will be shared in a more community focused group with the goal to insite interaction from a potential audience.

It’s important that all of your posts are engaging to some degree, but when it comes to sharing these types of posts we encourage you to share these about 30% of the time. 

Educational

Educational content establishes your expertise and provides value to your audience. Generally speaking, before we make a decision we like to be well informed about our options, this is why educational content is so beneficial. It not only demonstrates that you are the expert in your industry, but also helps potential clients to find solutions to any problems they might have. 

Educational posts should make up a vast majority of your content. In fact, one of the main things to keep in mind is that most of your content should be educational to some degree. We recommend educational posts make up about 60% of the content you share. 

Promotional

Promotional posts are intended to promote a product, service, or brand. They aim to create awareness, generate interest, and drive action, they will often encourage the audience to make a purchase, or more specifically to take a marketing-related action.

These posts are great for raising brand visibility, and in generating business but there are a few things to remember with promotional posts. Whereas you can share engagement posts in groups, and with potential customers, it is not recommended that you do that same with your promotional posts. This is because it can come across as spam.

We recommend you share promotional posts to your Facebook page so that when you get visitors they can see what your business has to offer!

Keep in mind that promotional posts should only make up about 10% of the content you share with your audience. Sticking to this will help make your business look legit and not ‘spammy’.

With all of this in mind, a week of social posts might look as follows: 

• Monday – Promotional post
• Tuesday – Educational post
• Wednesday – Engagement post
• Thursday – Educational post
• Friday – Educational post
• Saturday – Engagement post
• Sunday – Educational post

Outside of your educational, promotional and engagement based posts, there will be one specific post that  falls into every category. Every business should take the time to get…

Client Testimonials and Social Proof:

Client Testimonials and Social Proof are potent tools for enhancing your Facebook page and attracting clients. Word of mouth is a very powerful tool online as much as it is online, in fact ‘nine out of ten buyers trust what people say about your brand more than what you tell them.’ Positive client feedback and testimonials build trust and credibility with current and new clients. 

For current clients it shows that you value their feedback and opinions, and for new customers it builds on their opinion of your business. One study found that if a business displays authentic reviews, they can generate 62% more revenue’. With this in mind, always be sure to ask your clients for testimonials.

Client testimonials provide concrete examples of the positive outcomes clients have experienced through your services. These stories highlight the tangible benefits and results that new clients can expect, making your offerings more attractive. They also help to humanise your brand as they showcase the real people behind your services and the personal, emotional connections you might have established with your clients.

Some ways you can show your testimonials include: 

• Showcase Success Stories: Share stories of satisfied clients who have benefited from your products or services.
• Highlight positive reviews and ratings from satisfied customers.
• Video reviews: Ask clients for short videos conveying their testimonial.
• Before-and-After: Visual transformations can be compelling evidence of your expertise.

Sharing testimonials reassures clients of your quality, and ultimately helps in growing your business. It pays off by showcasing your credibility and value in the eyes of your audience.

Step 4: Engagement and community building

Engaging with your audience is a fundamental aspect of any successful social media strategy, and it plays a vital role in attracting clients to your business. 

Something to remember is that when potential clients see that you are attentive and responsive, it creates a positive impression of your brand. Quick responses to questions on your facebook page, or direct messages show that you value their input and are committed to customer satisfaction. Engagement is more than just a transaction; it’s about building relationships. When you engage with your audience, you are not just selling a service or product; you are key to attracting clients as people are more likely to do business with brands they trust and feel connected to.

Facebook Engagement tips:

In addition to your business page, joining Facebook groups and engagement with the people there gives you a unique opportunity to connect with potential clients. 

Connect in groups: Groups provide a space where you can identify and engage with individuals who are more likely to be interested in your services. Additionally, they provide valuable insight to others within your industry. 

Don’t be overly promotional: Instead, focus on offering value. Share your expertise, answer questions, and participate in discussions without explicitly pushing your services. Over time, community members are more likely to seek you out based on the trust you’ve built.

Networking and Referrals: Engaging in groups can lead to valuable networking opportunities. By building connections and relationships within the community, you may find opportunities for collaboration, referrals, or partnerships that can help attract new clients.

Consistency and Contribution: Encourage consistency in your group engagement. Regularly contribute meaningful content and engage with others. Your presence should be genuine and geared toward benefiting those you interact with, rather than self-promotion.

Ultimately, engaging with your Facebook audience, whether through your page or in groups, is a strategic approach to attracting clients. It’s about building trust, establishing relationships, and providing value, which can ultimately lead to new business opportunities and client growth!

Need a hand planning your social posts? Download our tool for a free social planner.

Step 5: Adapt your strategy

Adapting your content strategy and measuring its success are essential components of a thriving social media presence. Keep in mind that every business strategy will be unique to them in some way shape or form. Which is why it’s so important to always adapt your strategy in order to use Facebook to get clients as efficiently as you can. 

For example, you might start by sharing a ‘how to’ guide, and later learn that this sort of content doesn’t resonate as well as you thought with your audience. You might then choose to change this to a ‘tip of the day’, a snippet from your blog that your audience can quickly scan over.

Some ways you can analyse your posts and data on Facebook include: 

• Tracking Post and Ad Performance: Facebook Insights enables you to track post and ad performance. You can monitor metrics like reach, engagement, click-through rates, and conversion rates. 
• Refinement and optimisation: By measuring success with Facebook Insights, you can continually refine and optimise your content strategy. 
• Understanding Audience Behaviour: Facebook Insights provides insights into when your audience is most active and engaged. Armed with this information, you can schedule your posts and ads for optimal reach and engagement, ensuring that your content is seen by the right people, in the right place at the right time.

Adapting and evolving your Facebook marketing strategy is an ongoing process that ensures your efforts remain effective and aligned with your goals. Here’s why it’s essential and how it can be achieved:

Audience preferences evolve over time. As your audience changes, so should your strategy. For example, if you notice a shift in your audience’s interest towards video content, you might want to produce more video-based posts.

Staying current with trends: The digital landscape is ever-changing, and so are the trends and algorithms on social media platforms. Adapting your strategy helps you stay current with these shifts, ensuring your content remains relevant.

Seasonal and timely content: You might adapt your strategy to incorporate seasonal. Whether it’s holiday-themed promotions or trending topics, staying current can boost engagement and attract more clients. As an example, there was recently a change in regulations for the aesthetics industry, therefore posting about this would show you are up to date and knowledgeable of your industry.

Listen to feedback from your audience. If you notice recurring comments or suggestions, consider making adjustments based on this feedback. For example, if your audience expresses a need for more educational content you could incorporate that into your strategy moving forward.

Competitor analysis: Regularly assess what your competitors are doing on Facebook. If you notice a strategy that seems to be working exceptionally well for them, consider adapting and incorporating similar elements into your own plan.

Testing and experimentation: Experiment with new approaches to see what resonates best with your audience. It could be trying different content formats, posting times, or ad copy variations. The insights gained from these experiments can help fine-tune your strategy.

Final Thoughts

Attracting clients on Facebook has proven to be very beneficial offering a vast user base. Striking the right balance between promotional and valuable content is paramount and crafting content that resonates with your target audience is essential. Your content should address their needs, interests, and pain points. Whether it’s informative blog posts, eye-catching visuals, engaging videos, or client testimonials, the quality and relevance of your content are key to attracting and retaining clients.

Facebook serves as a bridge between businesses and their clients. It offers the tools, insights, and the space for fostering these connections, helping businesses not only attract clients but also build lasting relationships.