Most small and local business owners think content works like this:

A visitor reads your content (Facebook post, blog post, web page, or whatever). They are amazed. They can’t wait to contact you and become a paying customer.

Unfortunately, the scenario outlined above is only valid in a small percentage of cases.

In reality, visitors read your content. Some who find it helpful for solving a painful problem they have are, in fact, amazed. Yet, they don’t need to pay for your services right now—so they like you, bookmark your page, join your email list, and take whatever action they choose to stay in touch. Then, when they encounter a problem they know you can solve, they decide to hire you. This process can take months—and sometimes even more than a year!

With this in mind, content’s all about building relationships. First, you capture attention. Then, you strive to hold that attention by providing consistently useful information your competitors don’t offer.

But how can you use Facebook, specifically, to help deepen relationships? Check out these tips:

1. Use Facebook Chatbots

Yes, these tiny pieces of software exist and send automated messages you can use to deepen relationships with your customers.

For example, let’s say you create a Facebook post on which a few people comment. The chatbot then sends them an automated message that perhaps includes a link to a blog post you wrote further elaborating on the same subject. At the end of that blog post, you can direct your visitors to a web page selling a service that solves the same problem discussed in the center.

2. Send Chat Blasts

Chatbots also allow you to send custom messages based on information gathered from your Facebook page visitors.

For example, when they land on your page, you can seek to determine their gender and age. Then, since you are knowledgeable about consumer inclinations to purchase specific products, you can send a tailored message about a special offer designed just for them.

This is much more effective (and wins more sales) than blasting out an identical offer to everyone via a single Facebook post. You’ll even see higher engagement rates than email (which is traditionally the most effective way to score additional sales).

3. Send Drip Campaigns to Win Higher-Price Leads

Let’s say you sell a premium business-to-business service. Rather than aiming to get buyers to act right now, you send them information slowly over a series of months: perhaps including a link to a blog post, then a white paper, and finally a case study. And then they come back to you with a PO!

Wrapping Up

The incredible power of online sales lies in the data you can harvest and your ability to more precisely target messaging than you ever could using TV, radio, billboards, or newspaper ads.

With this in mind, these Facebook strategies are merely another tool you can add to your arsenal.