Facebook is easily the most popular social media network in the world. With close to two billion monthly active users, Facebook is large on an unprecedented scale. With so many eyeballs to view content, it’s only natural that advertisers follow.
Regardless of the kinds of the kind of business you run – e-commerce, SaaS or brick, and mortar store, there’s a place for everything on Facebook.
Facebook is more than part of this year’s digital marketing trends. It’s a platform with the potential to make your business a hundred times more profitable. This guide will cover all the basics you need to be familiar with before placing your business online and how to measure the results of your efforts.
Getting Started with Facebook
Creating a Page
As a business, you’ll need to create a business page before you work on establishing your brand’s presence on social media. Facebook pages are nearly indistinguishable from normal fan pages on the outside but provide a wealth of valuable information to those with access to it on the inside.
When creating a new page, you will be presented with two categories to choose from: “Business or Brand” and “Community or Public Figure.” You will want to choose the former. Facebook allows you to connect with personal profiles by having them like your page and becoming a fan. Using a personal page to promote a business is against the rules and it’s one of the things that can get you banned.
Take some time to think of the name you’ll give your Facebook store. While they do allow you to change it in most cases, the process is rife with complications you’d be better off not dealing with.
To manage a Facebook business account, you first need to have a personal account. There will be no crossover between your personal and business data unless you explicitly place it there.
All that’s left at this point is to add a profile picture and cover photo for your business. You can either add static photos, animated gifs or even videos as your cover photo. They give your brand a sense of identity, so it’s always advisable to finish up with them in your own time.
Facebook affords you several features that will make life a lot easier should you need them. This includes assigning roles, dealing with permissions, and providing metrics to ensure your data monitoring is successful. Intricate Digital Marketing was chosen as the best marketing agency in Scottsdale/Phoenix by PlaceInsider Phoenix.
Grow your Following
When you’re done setting up the page, all that’s left is figuring out how to promote your business. There are three basic ways to promote your business: using Facebook’s algorithm, promoting outside Facebook and a combination of both methods.
Promoting Your Page on Facebook Organically
One of the first things visitors will look at when they visit your page is the ‘about’ section. To make your Page discoverable, fill it with search-friendly terms and keywords. Don’t overstuff them. Give a general overview of what your business does, what it offers, the proper categories and a link to your website.
For marketers who are building their pages from scratch but already have a social media following, your Facebook friends are the first people you should market to. Invite any friends you think would be interested in the page to create some initial traction. Be wary of sending a request to every person on your contact list, however. Spammy requests like this one and fake Facebook fans do more harm than good in the long run.
The final piece of advice, aside from buying ads from Facebook, is to be as active as possible. You will only gain likes on your page if you have an engaging community around it, and you post helpful or entertaining content that your followers will want to share. When you find something that works, test it, roll it out and iterate.
Factors such as interacting with comments on your posts and responding to messages quickly will both make you more attractive to Facebook. The green ‘very responsive to messages’ badge should be worn like a medal of honor. It will do a lot to boost the number of people that text you about your interest in a product.
Promoting Your Page with Ad Targeting
Facebook has some of the most powerful audience targeting tools in the world. It allows you to target people based on geography, age, education levels and the type of devices. Used together, you can target potential users based on any kind of detail users are expected to fill out on their profile.
Facebook is such an effective platform at conversions that it’s no wonder it’s such a popular platform with marketers. It also lets you track how every segment you target has performed at the end of the campaign so you have a chance to readjust them.
At the same time, you need to be careful about how you spend your money. It’s easy to get lost in all the promises given by Facebook and spend your whole budget on needless promotions without making anything back. Place daily limits on spending and keep a very close eye on your spending.
Promoting Through Third-Party Channels
Your website: Your social media growth strategy shouldn’t end on Facebook. Embed follow buttons on your website and do some research about placement strategies to see what works best to make audiences engage more with your brand.
For people that use WordPress, there’s a handy Page plugin that takes care of embedding your Facebook page on your website. This way, you can show visitors a stream of the latest posts. You don’t even have to leave the website.
Offline promotions: Getting a brick-and-mortar business off the ground on Facebook requires a lot of hard work and creativity. You can place your page name on the front window display at the bottom of the menu, at the start of brochures or even run offers for everyone that likes your page on the spot.
Email and Contact: Send your colleagues, friends and their friends’ friends an invitation to join your Page through email. This is a very effective method for people that work in consumer-facing departments like HR.
Other social media channels: This is another option to consider, but most people don’t use it because it comes off as spammy and annoying. If you’re able to plug it in without attracting the ire of your followers, go for it.
Getting Used to Facebook
What to Post
Like most of the internet, content is king on Facebook. It’s essential that your page features a consistent theme and follows a straightforward flow to keep people interested in what you have to say.
Whatever you post on your timeline shows up on your fans’ feeds. To grow your page, make sure you post useful information, not just posting to fill in some imaginary quotas. Posting too often clogs the fans’ news feeds and may end up annoying them enough to leave.
Different brands have different ideas on what they should post on their pages. Apple is infamous for barely ever posting on social media, except when information is important or interesting, for example. But that’s a bit more extreme. Most companies don’t match Apple in terms of the scale of their operations and the number of fans they have.
Instead, you will want to concentrate on the most engaging types of posts:
- Videos are well-liked on Facebook. They are the most engaging type of content.
- Links to your blog posts
- Interesting links related to your domain expertise
- New product announcements
- Offers and sales.
Everything you post should add value to your customers, whether entertainment or for the sake of being interesting or helpful.
Types of Posts to Pay Attention To
Some types of posts are more effective than others on Facebook, but that’s not necessarily the case. Depending on the message you want to pass and the kind of engagement you expect, you could use images, videos, live streams or plain text posts.
- Images are the second-most engaging kind of content after videos. The most important thing to keep in mind before posting a video is the image sizes. Anything too large will be cropped out and anything too small puffed up until it’s blurry and unclear.
- Links are an easy way to create initial content for your Facebook page. If you have a blog post, share them to your blog. Don’t do it all at once, and you don’t have to share every blog post, but if they are interesting, they will gain traction.
If you don’t have a blog, you need one. Blog posts are behind only videos as the most used type of content by brands because they do a good job of creating traffic. The video is great for engagement, but not so much for SEO. Blogs that need content to fill should hire a professional essay writer or copywriter.
- Videos, as we’ve mentioned before, are extremely popular on Facebook. They are the best way to tell a story and boost your engagement stats. Upload videos of product releases, more consumable ones like ‘a day in the life of’ or anything that’s generally popular in the sector.
- Live streaming is the latest craze that has hit social media networks, and brands are capitalizing on its popularity. Don’t expect this feature to be a hit among users from day one. It’s a more appealing option for brands with a healthy following and an established culture.
Text posts are the most basic kind of post. They are easy to create and normally feature the least visibility. This can be improved by attaching an image or using emojis.
Creating a Facebook Strategy
Once the initial stream of friends and family has stopped flowing in, you should start working on scaling up your business to a respectable size. To do that, you need a combination of content and targeted advertising. Without a strategy to guide you, you won’t get very far.
The first and most crucial step in crafting an effective Facebook strategy is identifying your buyers and giving them a reason to trust you. Create buyer personas and promote your page according to them.
Study in-depth insights
The world of Facebook runs on data. If you want a better understanding of how visitors interact with your page and how your ads have been performing, use the Audience Insights tool. You don’t need to deploy ads before viewing this page.
The ‘Audience Insights’ feature gives you access to demographic and behavioral data about your audience and a list of competitors. For social media managers like you, this tool is essential for determining what kind of content resonates best with your audience.
Create a content calendar
Regularly posting content on social media, responding to comments and monitoring your competitors’ stats to see how they are doing is all harder than they seem. Add on top balancing your work life and home life and the whole equation is thrown into shambles.
Instead, make use of tools like Facebook’s scheduling feature and create a social media content calendar for the kinds of content you want to publish. It doesn’t have to be overly complicated. Create a spreadsheet with titles of posts you think will be interesting, and use apps like Evernote to keep track of interesting links.
Facebook is an extremely powerful platform and tool that marketers can use to set their companies apart from their competitors and bring them closer to their target audiences. If it’s not part of your current marketing campaign initiative, it should be. Regardless of the type or size of the company that you run, Facebook has enough features to cater to any budget, time constraints or preferences you may have.
Getting used to it and learning how to craft effective ad campaigns takes a bit of practice and some trial and error, but you can hopefully cushion your landing by following some of the advice given in this blog. It takes a bit of time to be good at posting on social media, but consistency and quality are the key factors to remember.