Facebook has become a global force in the Marketing space locally and internationally. Based on this Small Market Analysis, it is clearly seen that Facebook has been on the rise in a big way. In 2017, Facebook has overtaken Linkedin as the top Small Business Marketing platform. Included in this study is the review on the type of customers that drive the increase in Facebook use. It would be easy to assume that B2C companies would be the main drivers for the rise of Facebook marketing. On the contrary, B2B companies are the once that look to social media platforms like Facebook and Linkedin to improve their online marketing.
What is the reason behind this uprising? The main reason can be found on the recent updates done by Facebook to target small businesses. Their platform aims at providing less expertise in terms of implementation and optimization. It does not take long for even the most novice of marketers to use the Facebook Ad Marketing application. Facebook is looking to get a “one-stop-shop” for all their marketing options. Their approach is to build informed, safe, supportive, civilly engaged and inclusive communities.
What is Facebook Marketing?
By definition, it is the act of promoting, selling, and/or improving brand reach of a business through Facebook. Marketing through Facebook can be done in 3 ways (pages, ads, and groups) that can be used by anyone. Each of the marketing options has its own individual features but can be combined for better effect overall
Facebook pages are like personal profiles but this are specifically made for businesses, organizations, and public figures. Users can choose to like and follow your page and interact with it. Your followers will get updates posted on the Facebook page as notifications. Growth will be like a landslide if you share something that would go viral or would spark interest within the community that the page has created.
The usual behavior on personal profile are still available on pages. You can invite people to like the business page and even do post as the page owner. The only difference is that the page can link more than 5,000 people . As a marketer or owner of the page, it is your responsibility to maintain interest in the page. It will be a representation of what your company is all about. Treat page “likers” as potential and returning customers. Their feedback will be essential to your business moving forward.
Advantages: Pages are free but can be used to promote Advertisements
Disadvantages: If used a free marketing tool, it can be difficult to jumpstart engagement and promotion for your business.
Facebook also offers a reliable targeted advertising platform. Facebook Ads can target audiences with the following properties:
- Geographic Location
- Education levels
- Types of devices users used for browsing.
Previously, Facebook Ads primarily features pages and posts to both be liked and increase brand reach. But with the advancement in technology by Facebook, it now features options that direct audience to many Call-to-action options. You can choose to let your audience install an application, direct purchase, invite them to visit your website, etc. For the complete list of options, refer to the image below:
Facebook Ads can also be customized to show only on specific locations on the social media platform. You can choose to show only on one, two or all three options available. These are desktop newsfeed, mobile newsfeed, and desktop right column. By default, all three options will be active with your campaign and you can customize this through the Ad Preview option.
Choosing to use Facebook Ads to improve marketing through this platform should be done with careful planning. This will involve calculating for Return of Investments (ROI), promotion scheduling, content development and optimization, and even Search Engine Optimizations.
Advantages: Facebook Ads have an immediate effect and specific audience targeting options for better conversions.
Disadvantages: Facebook Ads can get expensive especially when the campaign is not properly setup and optimized.
Facebook groups are similar to discussion forums, but with additional features that pages and profiles have (like a wall). You can create groups related to your industry or product offerings as a way to reach out to potential customers. This type of marketing is quite unique as user engagement is more active with this method. If you are familiar with Forum-type conversations and promotions, Facebook groups would really help you marketing campaigns.
The concept in marketing through Facebook groups is to engage possible customers through meaningful conversation and interesting topics related to the products and services you offer. Make sure that you always refresh conversations almost everyday. It would also be a best practice to use internet resources like website posts, videos, and other relevant content. This will help your business get a unique source of traffic and interest. In some cases, Facebook groups can be a source of relevant information about your targeted audience. In the group statistics, you can determine the age groups, pages they like, and geographic location. These information will be critical in the setup of your Facebook ads.
Another unique option of Facebook groups is tapping them for unconventional ads placement. This can be done through the research of existing Facebook groups related to your business. Then communicate with the group admin and present them the marketing plan you have that targets their Facebook groups. You can ask for a per post payment option or a revenue sharing scheme.
Advantages: Facebook Groups are free. It is also a source of high level engagements which can lead to higher conversions.
Disadvantages: Reliable marketing results can be take time when done through this method.
How to Market with Facebook Pages or Groups
Facebook pages are the simplest, easiest way to get started marketing with Facebook. They’re free, relatively easy to set up (at least in their basic forms), and incredibly flexible. There’s not much of a downside, either.
Unfortunately, many companies don’t use them to their full potential; or worse, use them badly. These guidelines will help you avoid making those mistakes.
Profile Photo and Cover Image
Your profile photo should be your logo. Simple as that.
The cover image is a different story. It’s really up to you to decide what to put here. Some use photos of employees, while others use fancy artwork and put their contact information in the cover image. Pick a photo that will enhance your page and draw the eye of your visitors.
The “About” section is prominently placed right below your company logo. This is your chance to tell anyone coming to your page what your business does.
Make sure you put good information here, telling people what you’re company does, why you’re different, and other interesting details. If you can, take the time to write it specifically for your Facebook audience. You can copy the text from the “About” page of your website or blog, if you’re in a pinch. Be sure to fill in all of your data under “Basic Info.”
You also may want to put your hours of operation in the About section.
Tabs are the little squares that sit to the right of your About section.
Facebook allows you to use up to 10 application tabs, known to Facebook admins as the “Favorites” section. Photos and Likes are required tabs. You may move the Likes tab wherever you wish, but Photos must remain as the first. Your top tabs are set to a limit of four.
Think about what the priorities are for your visitors. If you’re a physical store, you may want to make a tab for location. If you host webinars, perhaps you could use the Events tab to let people sign up and join your webinars. Social media is about engagement, so the more (and the more closely) you get your fans to engage with you, the better marketer you will be.
Post Useful Information to Your Wall
What you post to your wall will show up in the news feeds of everyone who has “Liked” your page, just as it does when you post something to your personal profile.
So, make sure what you’re posting is useful to your fans. Don’t post endless updates about the same thing, and don’t post too many updates, clogging the news feeds of your fans.
Here are some ideas for the kinds of things you might want to post to your wall:
- Links to articles related to your company or your industry
- Links to your blog posts
- Coupon codes for fans to save on your products
- New product announcements
- Links to online tools your fans might find useful
Again, make sure that your posts are useful. Also, don’t post more than a few times each day unless there’s a special event going on.
Ask Your Fans Questions
Getting your fans involved with your page is a great way to inspire loyalty.
Asking questions in your updates gets people involved, but on their own terms. What you ask depends largely on your product and your niche, but asking open-ended questions usually garners the best responses. Asking opinions on a new product idea or project can be a good way to convince your fans that your company cares about what they want. Getting more engagement on a post may also help you reach the top of the Facebook News Feed.
Spam is one of the quickest ways to lose fans. If you do nothing but send out promotional blurbs about your company, without ever adding anything of value, then you’re going to have a hard time getting and keeping fans.
Before you send out any update, ask yourself if it honestly adds value to the conversation. If not, don’t send it.
Study Your Statistics and Results
Facebook offers some really great analytics for pages. Pay attention to them. If you see a big surge in fans (or a drop off), look at what you’ve posted recently and see if you can figure out a reason for the trend. Then, post more of that kind of content (or less, if you’re losing fans).
How to do Targeted Facebook Advertising
Because it gathers so much demographic information about its users, Facebook has one of the best targeted advertising programs online. You can target users based on virtually anything you might find in their profiles, as well as track your success with each segment.
Ads can be run on a per-impression or per-click basis. Facebook shows you what bids are for ads similar to yours, so you know if your bid is in line with others in your industry. You also can set daily limits so there’s no risk of blowing your budget.
Types of Facebook Ads
There are a number of ad subtypes you can choose from.
You can create ads that direct to your Facebook page. This can also be done to target links outside of Facebook. You can create ads to promote a Facebook event, complete with an RSVP link. You can create ads for mobile app installs and app engagement.
Users Can Hide Your Ad
Facebook used to offer the option to “Like” any advertisement on Facebook. Not anymore. People can “Like” an advertisement (if it’s that type) or hide the ad. Upon closing an ad, Facebook asks the user to specify why they didn’t like it.
It’s valuable information, providing insight into why your ads might not be doing very well.
Powerful Targeting Options
As already mentioned, Facebook has some of the most powerful targeting tools of any online advertising program.
You can target by virtually anything on a user’s profile. Location is also an important element to consider. You can specify either city, zip code, county, or state. This works particularly well for local businesses. From there, you can choose basic demographics, including relationship status, age, workplace, education (including major and years of attendance), birthday, and much more.
You can target ads to people who have recently moved. So, if you own a gym in Scottsdale and want to find all the individuals who recently moved to the area, you can target your ads and ad copy to those individuals.
You also can target people based on their interests. Say, for example, you have a product that’s targeted at baseball fans. You could enter baseball in the Interests field.
Or, maybe you’ve written a book and you’re sure that people who like another certain book will like yours. Enter the book’s title under Interests, and you’ll specifically target those users.
You even can target a private list of users. If you have a list of email addresses of people that you want to target, you can use Facebook’s ads manager to target just those people. So, if you run a SaaS business and have 200 people on your “prospect list,” you can use their email addresses to target them with ads in Facebook.
Customize Your Ads
The other big advantage to tightly-targeted ads is that you can create different ads for different demographic groups. Better-targeted ads are going to garner better results.
If you’re targeting baseball fans, you might create individual ads for different popular teams. You could have one ad specifically aimed at Red Sox fans, one at Yankees fans, and another at Cubs fans, and then have those ads shown only to people who have indicated in their Interests that they are fans of those teams.
Or, let’s say you’ve targeted people based on their love of a particular book. You could mention that book in the ad itself to make it more likely to catch their attention. Create different ads for different books, and then target accordingly.
Here are some internet resources you can use as well: