As I promised in What I know about Facebook, I promised another blog post on what I know about this social media giant. In this post, I'll be presenting three ways you can use Facebook for your business.
1. Spend more time targeting, not guessing. As the business owner you probably have some idea of who your customers are. Maybe demographic information or maybe you are in a niche market so you know your customer's hobbies. All of this information is helpful, but don't guess at who your customers are or should be. Branch outside of demographic targeting and explore some other options.
When you started your business page, you probably spent time trying to get people to "like" your page. Make sure that those "likes" are your potential audience. Uninterested "likes" are the reason why I highly discourage page admins from using cute videos or crazy contests to increase their Page likes. You want this to be your most authentic audience, so in this case, bigger is not always better and page likes don't equal revenue!
Facebook also has some pretty serious rules about these type of contests/promotions so don't get into a mess. Play by the rules. If you don't know the rules, check out this blog post by Rafflecopter that does a really good job of explaining the rules as of December 2016. Keep in mind these rules are ALWAYS changing!
Take time to think outside of those who "Like" your page. With the wide variety of Facebook marketing options, there are several ways to find an audience suited for your business, and often they are much more efficient than those who liked your business page. I have become skeptical of the effectiveness of email marketing services, but a new audience in Facebook has convinced me there is value in having your customer's email addresses. Learn more about Data Custom Audiences.
2. Content still matters, it will always matter. Quality images, videos, and messaging are paramount. Producing content that hits all the marks is time-consuming and may require a level of expertise you don't have. Ask for help! Establish your marketing objectives; it's more than just selling product and think about how you can achieve each one with a different message to your customers. Always include your elevator speech, your story about how your products or services are different and better, and how you set yourself apart from the rest. Remember to keep your content focused and digestible, my term meaning something easy for your audience to comprehend.
3. Control your budget and make sure you have one. Gone are the days of marketing on Facebook without paying for it, for the most part. After you have taken the initiative to target your Facebook audience for your campaign accurately and have taken the time to create the content, you need to put some dollars into it. The most amazing part of this process is that you don't have to break the bank to do this. Decide on a dollar amount you can live with and see what kind of progress you can make. Realize up front that not all ads will produce the same results and you will always be on the lookout for a new and better ways to generate a better return on your investment.
Think of Facebook marketing as a hammer in your toolbox, pretty useful for most jobs but not the only tool you'll need. First and foremost, you will still need a quality website that gives your customers a virtual front door for your business. You need to communicate with your customers on a platform that they are comfortable with, for some that may mean Facebook or Twitter for others a phone call or home visit. Add in tools that make sense for your business like print marketing pieces, promotional items, or events, and you have yourself a full toolbox!
My next blog about Facebook will skim the surface on how websites and Facebook work together to be most beneficial to your ultimate marketing goals.