Why Use Facebook to Promote Your Business?

Facebook is undoubtedly one of the most popular social media platforms. As of 2016, Facebook has over 1.65 billion monthly active users, 1.51 billion mobile active users, and 1.09 billion people log onto Facebook daily. Would you not want to get your business known by this massive community?

Compared to traditional advertising media, Facebook is particularly powerful for building word-of-mouth reputation. Its users can give comments, click the like button, or share your post. It was said that 4.5 billion likes are generated daily. When someone interacts with your Facebook Page, their friends will see the activity in their news feed. People are more likely to try a product or service if their friends have already used it and liked it. Obtaining positive comments or recommendations by Facebook users is a very effective way to promote your business to their friends. Such trustworthy recommendations have stronger positive effect than normal advertising.

Properly implemented, Facebook marketing could be very cost effective. The social media website provides two ways for the promotion of a business – Facebook Page and Facebook Ads. Facebook pages are free to set up. Facebook Ads charges are based on cost-per-click (CPC), cost-per-mille (CPM) or cost per like (CPL) model. You only pay when your advertisement is clicked, seen or liked, which means your marketing budget is being spent as efficiently as possible. Facebook also offers flexible cost budgeting, meaning you are given full control over your advertising expenses. You can choose the maximum dollar budget per day or maximum dollar budget for the lifetime of an advertising campaign. The minimum daily cost is just $1.00 per day.

Have you ever used Facebook to promote your business? Why do you choose this platform? Please leave your comments.

Reference:

Zephoria Digital Marketing. (2016). The Top 20 Valuable Facebook Statistics – Updated May 2016. Retrieved from https://zephoria.com/top-15-valuable-facebook-statistics/

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Using Facebook Page to Promote Your business

Facebook Page allows you to set up a single-page online profile of your business on Facebook website. You can share stories, host events, add apps, etc. This page is your business’ home base to connect with people on this social networking website. When someone likes your page (clicks on the Like button), his/her friends can get updates on their news feed. To make your Facebook page more effective, you will need to consider the following:

  • Give your Facebook page an eye-catching title at the very beginning. Keep in mind that it is going to be difficult to change your title once your page hits a certain number of likes.
  • Make sure your Facebook Page truly reflects what you do.
  • Write a snappy description of your business in the “About” section.
  • Create worthwhile, interesting content for your audience in page body.
  • Choose a easy-to-remember Web address. The default Facebook page URL looks like “facebook.com/pages/My-Page-Name/0123456789”. You can make your Facebook page URL in the form of facebook.com/(yourbrand).
  • Make your Facebook page visual. The Facebook pages that drive the most people to comment, share and like are those short and visual. Don’t forget to give your Facebook profile a good picture. Have your business logo on your page and pick a cover photo that is attractive and tells what your business does.
  • Use the “Pin To Top” feature for something you want to draw attention to.
  • Update your pages regularly, ideally once or twice per week.
  • Make your page interactive. Allow your audience to send you messages and answer as fast as possible.

Any other ideas to make Facebook page successful? Please leave your comments.

References:

Lee, K. (2016). How to Create the Perfect Facebook Page for Your Business: The Complete A to Z Guide. Retrieved from https://blog.bufferapp.com/how-to-create-manage-facebook-business-page

Soskey, G. (2015). 19 Essential Tips for an Engaging Facebook Business Page. Retrieved from http://blog.hubspot.com/marketing/how-to-create-facebook-business-page-ht#sm.0001wddp3gdyze9w105y2kiiwj072

How to Promote Your Facebook Page

Your Facebook page is intended for people to view. Once you put up your fancy Facebook page, your next major task has to be getting people to come and visit your page. There are many great ideas for achieving this goal, among which are the following:

  • Use the “Build Audience” tool in your Facebook Page’s Admin menu, through which you can invite your Facebook friends and email contacts to follow your page.
  • Use traditional marketing techniques to promote your Facebook page, such as put your Facebook Page’s Web address on signs in your store, on your business card, in your email signature, and on any other marketing documents.
  • Post link to your Facebook page on your website or other social networks, such as Twitter and LinkedIn.
  • Optimize keywords that people are most likely to search for in relation to your products and services, so that your page stands out in search engine results.
  • Use advertising to get your Facebook Page reach out to specific groups of people.
  • Engage with your Facebook followers: respond to queries and comments, encourage discussion and feedback.
  • Reward your Facebook followers by running contests or by providing exclusive deals. Facebook Offers is a tool that allows you to create coupons. You can also have Facebook push your offer onto news feeds.
  • Set up polls and ask questions about your Facebook Page that people cannot resist responding to.
  • Encourage customers to “check in” to your business on Facebook.

Any other ideas to drive traffic to Facebook page? Please leave your comments.

References:

Kremer, J. (2016). Facebook Tips: 31 Ways to Promote Your Facebook Page. Retrieved from http://bookmarketingbestsellers.com/facebook-tips-31-ways-to-promote-your-facebook-page/

Manarang, R. (2016). 16 Effective Facebook Marketing Strategies for Businesses. Retrieved from http://roelmanarang.com/effective-facebook-marketing-strategy/

Using Facebook Ads to Promote Your Business

With more than 1 billion Facebook users, the social network is an excellent advertising platform. Advertising on this platform could potentially reach out to an incredible amount of customers. Moreover, what makes Facebook even greater is its unique mechanism to help your advertisement reach the right people. Facebook collects information about its users – their gender, age, location, life events, job titles, interests, network of friends, and online activity. Using these resources, Facebook helps you advertise to the right demographics, delivering your advertisement to users who are most likely to be interested in your product or service.

When it comes to advertising, your top concern is how much it will cost you. Facebook charges advertisements based on CPC (Cost Per Click), CPM (Cost Per Impression) or CPL (Cost Per Like) model. The default structure that the platform sets for you is the CPC model, but you can change the fee structure yourself. The pricing of CPC works on an auction mechanism, and affected by your targeted audience, your ad’s relevant score, advertising season, and your advertising objectives, therefore the price of CPC and CPM are not fixed numbers. A study by SalesForce revealed that the average CPC is in the range of $0.22-$0.35, while average CPM is in the range of $0.16-$0.72.

There are tons of tips on your Facebook Ads design, audience targeting, cost budgeting, and marketing strategy. A great resource for such information is “45 Fabulous Facebook Advertising Tips & Magic Marketing Tricks” (http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips)

Have you ever advertised on Facebook? Please share your experience by leaving comments.

Reference:

Schener, J. (2016). The Comprehensive Guide to Facebook Ads. Retrieved from http://corp.wishpond.com/facebook-ads-tool/

Monitoring the Performance of Your Facebook Marketing

Facebook marketing is great with respect to its potential customer reach, however, it could be disastrous if you neglect the importance of monitoring the performance of your Facebook marketing. Chances are you might be investing a lot of time and money with little return. For this monitoring need, the website provides Page Insights for Facebook Page, and Ads Reporting for Facebook Ads. Page Insights tells you how many  people saw, liked, commented on, and shared your page. The tool can be accessed from your Facebook Page’s Admin Menu. Ads Reporting tells your how many people saw your ad, and how much you have spent on it, etc.

Facebook also provides Conversion Pixel for monitoring the traffic from your Facebook ad to your

website. As you can see, Page Insight and Ads Reporting measuring the impact of your Facebook ad on the number of views. However, these tools cannot tell how many of these views really converted into business opportunities. To address the issue of over-reliance on clicks, you can place this code called Conversion Pixel on your website and your ad. The code will let you know the actions people take after viewing your ad. Conversion Pixel could also be use for ad optimization. You could use the pixel to study the conversion rate of different ad versions, and find out the one that is best for you.

After getting the data via the above tools provided by Facebook, you could then move forward to analyze the Return On Investment (ROI) of your Facebook marketing campaign. There has been some studies on this. One of them you might want to refer to is “Facebook Advertising / Marketing: Best Metrics, ROI, Business Value” by Avinash Kaushik.

Have you ever used any of these measurement tools? How do you feel it?

Reference:

Kaushik, A. (2016). Facebook Advertising / Marketing: Best Metrics, ROI, Business Value. Retrieved from http://www.kaushik.net/avinash/facebook-advertising-marketing-best-metrics-roi-business-value/