The largest of all social networks, Facebook has over 2.01 billion active users monthly, of which 1.32 billion are logging in daily. The platform’s huge user base is proof alone that businesses need to pay attention to it for social media marketing and should not ignore it. Due to its popularity, most companies will already be marketing on Facebook. But as for you, are you taking full advantage of the platform and its reach strategies and analytics to target new leads and distribute your content and messages to maximum effect?
From a social media marketing perspective, Facebook falls into three major categories — pages, groups, and ads — each with its own unique rules, tricks, and advantages.
+ Free, easy to setup and use, and flexible
- Sometimes hard to get a foothold and build a fanbase with
Marketing with Pages
It’s not surprising that over 50 million businesses have a Facebook page as it is the easiest and simplest way of marketing on Facebook. Here’s how you can take advantage of the benefits of using Facebook pages for social media marketing purposes:
Here’s how you can take advantage of the benefits of using Facebook pages for marketing purposes:
Your company/business logo is the best option.
You can use photos of your employees, a fancy artwork with contact information in it, or anything else that will enhance your page visually and catch the attention of visitors.
Tell visitors what your business is about, what sets you apart, and other details that might interest them. You can use content from the “About” page of your website but make sure the tone is casual. If not, then tweak it.
There is a maximum of 10 application tabs, but your top tabs are limited to four. It calls for you to think about what you will prioritize for your visitors. Just a hint: Photos and Likes are required tabs — Photos tab should always be first while you can move Likes tab wherever you want to.
Make sure that the information you are posting to your wall is useful to your visitors. You can post new product/service announcements, as well as links to your blog posts, articles related to your business or industry, or online tools. Never send out promotional blurbs that do not add anything of value. Also, ask open-ended questions (those that allow respondents to share their thoughts or feelings toward a subject matter) in your updates.
If you noticed a big change in the number of your fans (be it a surge or drop off), review your recent posts and figure out which of them contributed to the change. Post more of the same kind of content that caused a surge (and less of the ones that caused a drop off).
+ Free and have high engagement levels
- Can be very time consuming
Marketing with Groups
In a 2014 article, Mashable states that more than 500 million people use Facebook groups monthly, and thousands of groups are created daily. To reach out to those people and turn them into customers, you can either use existing Facebook groups or create your own, or both.
To establish your authority, you should discuss things that are related to your industry or niche, share your expertise, solve problems, and add value to your potential and existing customers. Instead of promoting your business or brand, promote the value and benefits that are exclusively available to group members instead.
While the primary purpose of a Facebook group is to build a community, you can use it to test new content ideas before you release them to a wider audience. Moreover, you can think of new ideas for your blog and social media posts from the conversations in your group. Remember to keep an eye on what type of content generates the most interactions and maximize that.
Facebook groups serve as a direct line of communication with a certain set of people, which is mostly comprised of your customers. You can ask for feedback from time to time so you can get real customer insights and, in turn, create a product or service that will satisfy the needs of your customers.
Your group can also serve as a hub for customer support. By responding to customer inquiries, you can use your Facebook marketing campaign to provide outstanding customer support services. If your customers see that you really care for them, they will surely care about your business and what it offers them.
You can also use Facebook groups to organize and promote events. Before the event proper, participants can ask questions and get assistance. After the event, they can share their photos and sentiments about it.
+ Have powerful targeting parameters
- Can be costly, depending on your goals
Marketing with Ads
Unlike Facebook pages, only 2 million businesses use Facebook for advertising. If you have the necessary budget, there is no reason not to advertise on Facebook. But first, consider the following pointers:
Due to the vast targeted advertising opportunities on Facebook, you have the exact opportunity you need to reach your target segment. You can target users based on the demographic information you can find in their profiles. The more specific your targeting is, the more detailed and accurate information you will get. You can target people based on location, interests, or a private prospect list.
When you already have a target audience, the next step is to tell your story appealingly. Your goal, of course, should be to make your Facebook ads stand out so that people will notice it and buy whatever you are selling. To optimize your ads, you need to maximize the following parts: title, body text, and image. You should also spend time tweaking and testing your ads to determine what performs best for your product/service and targeted demographics.
Your ads will display different results depending on the day and time you run them. To determine when the most profitable days and times are for your ad campaign, investigate and test run your ads on different days and times in a day.
You should optimize your ads with a daily budget per Facebook marketing campaign. As with optimizing ads and scheduling Facebook marketing campaigns, you should test different maximum bid sizes and determine how each size is affecting your click-through rate (CTR).
Facebook does not usually show which ad generated which sale. But you can use Google AdWords’ conversion tracking tool to keep track of every ad you create and register every sale. For more information on conversion tracking, read this article from Google Help Center.
Whichever Facebook marketing option you choose, the important thing is to maximize that option. Marketing on Facebook does take time (and a lot of effort), but if you get started now, you will reap the benefits earlier.