Today I want to talk about marketing your VA business. Specifically, about using Facebook to market it.
Quote: Giving a brand personality is what separates your brand from the status quo. - Pam Moore
Hey that quote doesn’t mention Facebook - I know, right? It’s because the vehicle you use to gain visibility doesn’t really matter - it’s about what you put out there. Here’s what I mean. Let’s go!
We talk a lot about getting more eyes on your VA business, in order to get clients.
And a lot of VAs that I know want to know what the formula is to get that visibility.
The interesting thing is that there is no formula. At least not one that works for everyone.
Service business like VA business are very unique.
It’s the first thing I tell Virtual Assistants who are looking for the pathway to success.
It’s not that there isn’t a framework you can follow, but because our businesses are service-based, it means that the client is, in fact, purchasing US.
And that means that the way we market ourselves can be quite different from someone else - even if the offer the same or similar services as we do.
We all have the same places to reach our clients - but the way we do it and what we put out there might be different from another VA.
So … let’s talk about why I picked the quote for today - it’s about personality. Your personality.
Whether you are an introvert, or an extrovert, your personality IS going to enter into your VA business.
It will come through in the way you present yourself, in the way you network, in the way your messaging comes across, in the way you communicate with people, and in the way you work with your clients.
Introverts and extroverts are not the only different kinds of VAs.
There are very organized VAs.
There are techy VAs.
There are detail oriented VAS.
There are research VAs.
There are task master VAs.
There are strategic VAs.
And as many VAs as there are, there are as many different clients out there.
With a service business, we need to have the right fit.
We need to attract the right clients.
And that’s where visibility comes into play.
Not only do we need to promote our business where our potential clients are hanging out (we tell you that all the time when we talk marketing), but we also need to be attractive to them so they will feel that we are the VA for them.
Okay so now that we have that out of the way, let’s talk about how to get the visibility you need by using Facebook.
1 - Optimize Your FB Page
First things first, I don’t use my personal profile for business.
If you have sent me a friend request in the past and I didn’t accept it, it’s not personal (well I guess it is)
I use my profile for my family and friends - same with my personal Instagram.
There used to be a time when we kept it all together and we tagged people as acquaintances or put them on other lists (I know, I’m aging myself!)
But now I just don’t.
If you want to connect with me, I would LOVE to - but I do that using my FB groups, my FB page, my business IG, my LinkedIn, and I’m also present on X, Tikok and Pinterest. And Threads. lol
I say I’m present because I mainly use Facebook, Instagram and LinkedIn to do business, but I also spend a lot of time on Twitter and Tiktok so I do business stuff there too.
You should have a business presence on Facebook. It is likely going to be the place that you will do the most business stuff.
Not because you are a FB specialist, but because so many people are still so present on Facebook (even if they say they hate it).
So you should have a FB page for your business.
It helps people to find you online so they can learn about you.
You can show up in the newsfeed and you can also keep all of the updates about your business there.
So content is really important.
Focus on quality over quantity. As long as you posts are current, they don’t have to be frequent or daily.
Use your content plan to create content that you can post regularly, whatever that means to you.
Now of course if you offer social media services, you should make sure that it looks great and showcases your skills.
But other than that, you can just be yourself and post the things that feel right for you. I’ll get to content later in the episode.
For now, optimize your Facebook page.
Put a professional profile picture (not a logo) on your page. Remember we just talked about your personality, your brand, YOU being the product of your business. Please use a pic of you. Just you.
It should be professional looking but doesn’t have to be a formal headshot. Smiling face works!
Don’t forget a header with your business details too. Canva is great to create something that looks professional, you don’t have to be a design wizard - that’s their job.
You can also put your services or your mission statement on your header image. Something that tells your clients what you do.
Complete all areas of your profile with your business information - your intro section, your contact info. Again, you want them to be able to go and learn more about you if they want to, so make sure the links are there.
Put in a good description of who you help and how you help them. It’s important for your clients to feel like ‘hey that’s what I need, I think she can help me.'
Your page needs to work with you and it’s so easy to do, so make sure you fill it all in and make it look good for those who visit it.
2 - Create Good Content
It is essential to consistently post good content to your FB page.
Again, that doesn’t mean you have to post 10x a day. It just needs to make sense.
So what does that mean? It means to create a publishing calendar or editorial calendar that helps you get into a routine with your content.
Make sure you are writing about things that your potential clients want to see - and that you are doing it regularly.
I always recommend going with 4 regular topics - for general VAs that can be things like organization, client care, project management and meeting planning.
Brainstorm all the things that you can write about for each of those topics and then rotate through them, one per week. That gives you a regular content plan for each month. After the fourth topic is done, then go back again with topic one, and a different piece of content.
Content is not meant to be a one and done thing.
Look at my content topics for instance. How many times have you heard me talk about time management for VAs? Because it’s one of my top 4 things that VAs ask me for help with. Like, seriously, all the time.
So it is a topic that I talk about a lot - over and over. Different angles, even the same angles. Tools, resources, new platforms or apps .. and there are always new people seeing my stuff so the basics come into play often too.
Your content will be the same. Your clients are seeking your help. They want to know that they can trust you to do things in their business. That’s what your content is meant to do.
It’s not meant to sell them anything.
So stop the sales posts, and just communicate with them.
Tell them what you know about staying organized - how you do it, how you help your clients do it, why it’s so important, what tools you use to do it, how much better things are for your clients who work with you to get organized - you get the picture.
Post great content regularly and rinse and repeat!
3 - Leverage Facebook Groups
What is the fastest way to get VA clients? Say it with me - business conversations!
Talking with business owners every single day is the fastest way for you to get clients.
What’s a great way to find business owners who might need your services? Facebook groups!
Ask any VA who has a full roster of clients. They will tell you that Facebook groups has been a great source for them.
Now, you have to find the right groups, and you have to find the right people, and you have to show up and be a part of the community, and you need to say the right things. Ha ha ha
But it’s where you go to get clients.
Leveraging the groups you are in means that there are a lot of people in one place who need similar services.
To become a part of a community, that’s the key.
Show up - every day. Answer questions about the things you know about (don’t post for the sake of posting). Be helpful. Be friendly. conversations with business owner is what will get you clients the fastest.
Make sure the groups that you join are for business owners - they can be following the same coach or trainer (like I did with following a community of coaching clients of very high level coaches), using the same software (Mailchimp groups) or doing the same kind of marketing (podcasting).
You get the idea. As long as they have something in common business-wise, they will need the same kind of services.
So, maybe coaches will need client care. If you provide client care, then go where coaches are getting support for their business.
Yes there are lot of private groups that you can not join as a VA, but there are many other groups that you can.
The key is to find your community and become a part of it.
When you show up and actually post, you will be noticed and remembered and it won’t take long for others to tag you in group posts when they know you can help or answer a question. It really happens!
4 - Speak Live
Oh no! You knew I was getting to this!
The best way for people to get to know you and to trust that you know what you are talking about, is to go live - speak!
Whether that is a FB live, or speaking to someone else’s audience, talk about what you know.
It’s funny when I talk to VAs and they tell me that they could never do the video that I do for marketing, I will almost always challenge them.
First of all, video is just video. Zoom has helped us to realize that we don’t need fancy studio setup, lighting and hair and makeup to do a video.
In fact, you are much more likeable when you are a real person (in my opinion), warts and all as we say!
When you just take a few minutes of your day and record something that you think might help your audience, people really appreciate that!
Try a FB live on your page if you haven’t before. Do a quick introduction. Tell people who you are and who you help, and thank them for being there with you. Even if they aren’t on with you live. People LOVE video (short ones). Trust me.
It took me a long time to get the courage to start doing video but now I prefer it. It’s so quick and all you have to do is smile and hit record. Facebook does the rest for you!
Think about it. It really can set you apart from other VAs who aren’t doing it.
Talk about what you are working on that day, or tell a story about how you have helped someone previously. It humanizes you and really goes a long way to building trust.
In fact, I think a 2 minute video is more valuable than 5 written posts (and it takes less time!)
5 - Track Results
Last as always, track what you are doing. Do more of what works, and do less of what doesn’t.
If you are spending hours making images in Canva that no one ever interacts with, then maybe it’s not the right tactic.
What does your audience want to see? What do they need help with?
Getting back to the video for a just a moment, we offer consultations to our clients so that we can talk through what they need support with.
Why do we do that? Because that’s what they need - to talk about it. To get feedback on whether it’s a good idea or not.
So if you are posting content that isn’t getting engagement, think about why that is.
Change what you are putting out there to act more like one of those consults - it works, honestly.
When your content is conversational, relevant to their problems, and when you are available on live or video, that’s like getting a free consult without having to schedule it and wait for the date and time on the calendar.
Building visibility takes time but when you nail down your four main topics, present them to people in a place where they are naturally already seeking support, and in a way that reflects your personality and brand, it builds trust at the same time.
I challenge you to get your Facebook ducks in a row. It doesn’t take long at all, and it makes a big difference.
Your own page is essential.
Being active in groups is essential. Because not all people are going to like your page already, they have to find you first.
And Last - oops I almost forgot to mention!
Connect your Facebook page to your personal profile. When people land on your profile (usually you use it to join groups), they need to see that they can click on your page on the left hand side under your profile picture, and they can get to your business space on Facebook.
Go to my profile and you’ll see what I mean. Under my name and profile pic you can see where my intro is, and under that is my work experience - which is where you connect your page.
As you fill in that area, enter your page name and it will pop up for you to link it to that area.
Then when anyone happens across your main Facebook profile, they can go to your business page.
I can’t tell you how many VAs do not do this - and it surprises me every time.
Getting people to your Facebook page is not difficult - and necessary. It’s not always easy to find VA pages - and people will not see your content if they don’t LIKE your page.
So, there are a few FB tips for you. Let’s circle back to today’s quote: Giving a brand personality is what separates your brand from the status quo.
Remember that’s what marketing is - separating you from the others. It’s about visibility but it’s also about helping your clients make the decision on who is the best person to help them with the things they need help with. If that’s you, they should be to figure that out from what you put out there.
Building visibility takes time, so be patient and persistent in implementing these strategies. Get the basics in place, and then show up every day where your people are. Be yourself, and help them.
You are your business’s product. Put yourself out there and get clients!
If you need help setting up your marketing plan, be sure to get in touch with me. I’m here to help.
It’s the only reason I’m here at all, as you know. To help you become a ridiculously good VA.
I have helped hundreds of VAs who are stuck get moving. I'd love to do the same for you.
We can work together privately, or in The Virtual Circle, my monthly mastermind group, or in my Plan to Profit group coaching program, or you can enroll in some of my self study trainings. I have lots of options to move your forward. Check them out in the show notes for this episode. Thanks for tuning in this week! I’ll see you next time!
Let's work together privately to get you to your really big goal. It's the fastest way to get results and we can start right away. Learn more about private coaching here.
The Virtual Circle (TVC) is a monthly mastermind group for Virtual Assistants just like you. We get together 3 times a month for group Zoom sessions to talk about what you are struggling with, working on, or celebrating. It's a close knit community of your VA colleagues that provides the best kind of support for your VA business. Learn more about TVC here.
My self study program Getting Started as a VA can help you get your VA business started easily and quickly too. You can sign up right away and be on your way to getting clients by the end of the program, with all the right foundations in place. Check out the program here.
Reach out to me if you need to talk about where you are stuck and what the right option might be to get you moving. It’s literally all I’m here to do is help you get to where you want to go. Book a complimentary Cut to the Chase call with me here.
