How to Market Your Business on Facebook Without Coming Across Sales-y

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Sarah Skraban

Oct 30, 2017

If you are a small business or solo-entrepreneur, I guess you don’t have a marketing manager, sales team, or large budget to promote your work. This article covers five ways to market your business on Facebook without coming across sales-y and without spending any money!

Facebook is a great place to connect with your ideal clients. And being a small company or single person can actually give you an advantage.

As Jon Goodman says in his book, Viralnomics: How to Get People to Want to Talk About You:

“Big companies come of sales-y, but people trust people. People choose what they see in their feed. People fill their feed with friends and family members — be someone they want in their feed and someone they trust.

Feeds are like reverse search engines — showing people what they want to see before they think of it.

But, unlike search engines, people who click your blog post or website because it showed up in their feed, already know you and trust you. When someone searches blindly for something via a search engine and is taken to your site, you have to gain their trust. More times than not, they are looking for something, they either get it or they don’t, and then leave your site. That is of no benefit to you.”

Here are five ways to market your business on Facebook while remaining true to yourself and your business (and without spending a cent!):

1. Share value on your personal page and become known as the “expert” among your friends

Share tips and glimpses into your business now and then on your personal Facebook page. People have to know and trust that you actually know what you are talking about before they can even consider working with you.

Take this a step further by commenting, liking, and connecting with your friends so you stay in their news feed. Social media is about being social after all!

When the time comes that they have a question or are in need of further support (or have a friend or family member in need of your expertise), you will be the first person they think of.

This approach takes time, but once you start getting a few clients and they start sharing their experiences with their friends and family, it can really snowball into a valuable potential client list!

2. Join relevant and local FB groups and/or start your own Facebook group

I run two Facebook groups and one of my BIGGEST pet peeves is when people only comment to promote their own business. And it happens quite a bit. Usually when entrepreneurs do this, they also post the exact same post in various other Facebook groups. Please don’t do this.

Join Facebook groups that are relevant to your business and where your ideal clients hang out. Use the group to make connections, learn from others, and help and support fellow members.

If you have a really valuable tip that would benefit the group, share it. Become a name that people see in the group frequently and appreciate the value you add… for free.

To learn more about finding relevant groups to join and connect with your ideal clients, you may find this post helpful: How to find and connect with your ideal clients with Facebook Groups.

Take this a step further and start your own group!

So many entrepreneurs have or have recently launched a free Facebook group to connect with potential clients.

Starting your own group allows you to provide value to your ideal clients, establish yourself as an authority in your field, stay in front of potential client’s mind, and strategically promote your programs or services.

Learn more about how to start a successful Facebook group here.

Here are three possible free Facebook Groups you could create:

1 — Start a general fitness group for your local community targeting a specific population or goal. For example, I run a local fit moms Facebook group.

2 — Create a Facebook community that coincides with your blog or business (just don’t promote your business or blog posts all the time — that gets annoying).

3 — Create a private Facebook group that coincides with a free challenge and use it to support one another and add extra value to the challenge. You can then turn this into your community that has a theme related to your business.

If you already have a group or are looking for engaging content for your FB page, be sure to grab the freebie → 30 Facebook Post Topics Ideas for Health, Fitness, and Wellness Entrepreneurs

3. Create a Facebook business page

While Facebook is giving priority to video, Facebook groups and paid ads, having a business page is a MUST.

For one, it is a place for people to look you up and learn more about you. These days, people look online — especially social media — to find businesses to buy from. If you are active and responsive, people are much more likely to do business with you than a company with no Facebook presence or a poorly run page.

Your business page is a great space to share tips, more about your business, and occasionally promote your services — without bombarding your personal page.

Secondly, you need a business page to run Facebook ads.

Thirdly, a Facebook page allows you to gather leads and send people to your website through posts and the customizable button at the top of the page.

Finally, creating videos — and then posting those videos in your Facebook Group or on your blog — will boost engagement on your page and allow your potential clients to get to know you better.

Here are 8 steps to starting a Facebook page for your blog or business.

4. Do LIVE videos on your FB business page

As much as many of us may hate the thought of being on camera, Facebook is giving priority to video — and especially Live videos.

Video is central to Facebook’s vision for the future of the platform. In 2014, CEO Mark Zuckerberg was quoted as saying: “In five years most of Facebook will be video.”

And, if you do run Facebook ads, video will result in more engagement and lower costs.

A few ways you can use Facebook Live in your business:

  1. Discuss a topic your audience is interested or a recent blog post you wrote.
  2. Give a behind- the-scenes look into your business or life. This is a great way to really make a connection with your audience.
  3. Announce and promote an upcoming event or program. Before you go live, let fans know you have a special announcement to make. Then, share specific details about your event on the Live video.
  4. Give a sneak peak into a product or service you offer.
  5. Do a Q&A. Gather a few questions before hand and answer them all in the video. Open the Live video up for questions from viewers at the end.

Before you plan to go Live, be sure to post on your page (or group) letting people know so they can tune in.

5. Run a free challenge or give something away for free in exchange for an email address

Running a free challenge or offering a free product or service does two things: it shows potential clients you can alleviate some struggle they have and it gives you the opportunity to collect their email addresses to eventually sell them something.

You can offer a free challenge within your Facebook group or just right on you personal or business page, prompting people to sign up on a Google form.

By over delivering and building relationships with challenge participants, you leave them asking: “what’s next?”

Even if they do not buy from you after the challenge, you have the opportunity to continue to build trust and stay in the front of their minds by sending occasional, beneficial-to-them emails.

In conclusion

As more people turn to their mobile devices to discover new things, small businesses need a strong online strategy. Facebook is the mobile solution for 65 million businesses pages. And the best thing is there are plenty of ways to market your business without spending a ton of money on advertising.

If you are just starting out, creating a Facebook page is a great first step. You can then become more active in groups, create your own group, make time to interact with others, do videos, and create amazing content to WOW your potential clients.

Big things have small beginnings.

Sarah is a personal trainer, Fitness Director at a private club, mother, and writer behind The Fit Niche. She helps fitness and wellness entrepreneurs work smarter (not longer!) and grow their businesses — without breaking the bank! She also runs a free Facebook Group called Fitness Biz + Blog Mastermind Community. You can find her on Facebook, Twitter, Pinterest and Instagram.


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