by Facebook marketing refers to creating and actively using a Facebook page as a communications channel to maintain contact with and attract customers. Facebook actively provides for this, allowing users to create individual profiles or business pages for companies, organizations, or any group attempting to develop a fan base for a product, service, or brand.
Facebook as a platform for growing your business:
- Has global coverage. Over 1,5 billion users visit Facebook daily. About 2,3 billion every month. More than 7 million active companies create ads for this massive audience.
- Offers highly targeted paid ads. With Facebook Ads, you can tailor your promotions to a specific audience based on gender, age, location, job, interests any demographical or behavioral data, which users willingly share with Facebook.
- Makes organic reach possible. If you don’t have resources to utilize Facebook Ads, build relationships organically by sharing materials that bring value to people on your Facebook page. Your posts will show up in the newsfeed, though the high level of competition will make it harder to build an audience naturally.
- Allows integrations with other marketing channels. Facebook marketing is not a single isolated system. You can combine it with other marketing channels, like email marketing, mobile marketing, search engine marketing, and Facebook Messenger ads, to develop a promotion mix that will increase your brand outreach.
Featuring nearly a billion potential customers, every business should be using Facebook. It is at least as essential as having a business web page and actually much easier to create. Whether you represent a big brand or a small business employing only a handful of people, you can bet that some portion of your customers are already on Facebook. Commonly, Facebook marketing is used by:
- Food, electronics, home goods, restaurants nearly any kind of brand can be promoted through Facebook, turning passive customers into active fans who follow news of promotions and developments, and who share with their own friends.
- Local businesses. Whether a business is family-owned, or a franchise of a larger company, a Facebook page can be used to turn a local customer base into a fan base that more commonly visits your store.
- Musicians, celebrities, authors, syndicated columnists anybody who makes their money through being known wants to be known by as many people as they can on Facebook.
- Non-profit organizations. Charities, political groups, and public service campaigns can all leverage the natural sharing capabilities of Facebook.
Internet Marketing Managers
- Promote company engagement with social media, including Facebook
- Coordinate Internet marekting campaigns, including Facebook, Twitter, company blogs and websites, and affiliate programs
- Establish goals and metrics for marketing efforts through Facebook, and evaluate success
- Assign and monitor teams to create content for the company’s Facebook page
Advertising and Promotional Managers
- Develop promotional videos and other content that can be posted to a company website, and shared through Facebook
- Create advertising slogans to represent products and brands
- Manage specific promotional assignments, such as conducting an online contest for Facebook fans
- Advertise internally as well as externally, so that a company’s employees are more likely to become a part of the company’s Facebook fan base
Public Relations Managers
- Write short-form press releases to post to a company’s Facebook page
- Identify trending attitudes towards a company, and craft messages to respond
- Develop spotlight stories for particular people or products within the company, which can be shared on the company Facebook page, among other places
- Develop a narrative for the company
Benefits
- Precise targeting. You already know that Facebook allows users to deeply segment their audience but let’s take a closer look at the options available. Within demographic targeting, you can select an audience with a particular income, education level, life events, relationship status, or job. You can look for customers, taking into account their interests, such as their preferred entertainment, sports, hobbies, and shopping habits. Also, you can reach clients based on purchase behaviors, intent, device usage, etc.
- Increased website traffic. With this platform, you can drive your audience directly to your website. Moreover, these people will be higher quality leads than users who land on your site organically because they already know your company. Hence, you have more credibility in their minds. Encourage your followers to visit your site to find out more about your products. Besides, when linking to a site, Facebook generates a full-size image if your site page has one. So, it will attract many users’ attention and help you boost website traffic.
- Variety of ad formats. Facebook provides businesses with excellent opportunities that allow them to showcase their products from the best angles. Ads on this platform include both text and visual formats. You can boost your post by turning it into an ad, produce stories to show your behind-the-scenes, make a slideshow of your new collection, use carousel ads to demonstrate up to 10 products linking to the corresponding pages, etc.
- Customer support. A lot of people prefer to connect with a brand via social media. Phone calls have become a thing of the past. Create a chatbot for Facebook Messenger to communicate with users based on their popular queries keywords. They can include “price,” “delivery,” “payment options,” “purchase,” “book,” etc. You only need to develop a scenario based on users’ FAQs and write the answers. Your chatbot will imitate the real conversation. As a result, your support team will have time for more complicated issues and you can automate routine tasks.
- Positive impact on SEO. Some marketers claim that social media influences search rankings. It’s believed that robots take into account your data in the About section while ranking. Moreover, your social media engagement contributes a lot. Shares, likes, and comments tell Google that people are interested in your brand and engage with it. Although there is no exact proof, it isn’t superfluous either.
