Many people ask how does Facebook Marketing work and will it work for my business? For any marketing to be effective you have to be able to reach your target market. It’s no secret these days that the majority of the North American population is now on Facebook so reaching your target market has never been easier.
About four years ago I remember speaking to a group of sales professionals that were looking for new methods to prospect new leads and grow their business. I talked about how new social networking platforms like MySpace, YouTube and (the more unknown) Facebook would take over within 5 years and have every internet user actively engaged.
What seemed like a pipe dream once, is now undeniable. We’re one year away from the official “social media takeover” and Facebook has already become one of the world’s largest countries in the world.
The question is: What will Facebook Marketing mean for business?
The BETTER question is: How does my business use Facebook Marketing to make more money?
Excellent question! Below I’ve reviewed the essential features of Facebook and how they can be leveraged for a successfully Facebook Marketing campaign.
Facebook Page: Your Company’s Online Portal
Facebook Pages (previously called Fan Pages) are different from personal profiles in the sense that they are used for the purpose of generating “likes” rather than friends. These were designed for the use of businesses, brands, products and anything else that isn’t a real person (except celebrities).
Facebook Pages give far more flexibility than personal profiles in terms of designing and customizing. You can use your page to share interesting and valuable content to build your online presence. In Facebook marketing stats have shown that people respond better to pictures and videos online, so be sure to utilize this to your advantage when making posts.
Your Facebook Wall: Your Megaphone to The World
This is where you make all of your posts and initiate your conversations with your customers, clients and fans. This function works the same on Facebook Pages as it does with personal profiles.
One of the techniques to Facebook marketing is to make sure you are using your posts to keep people updated on exciting, interesting activities and great specials. But you must be cautious to not appear to be “selling” all the time or have your page as a never-ending online advertisement. People are engaged on social media sites because they enjoy great, valuable and (most importantly) free content.
The idea is to create a vibe that stimulates a community-based environment where everyone feels involved. Everyone has the instinctive desire to belong and you can have clients and customers for life by simply involving them in what you do.
Encourage users to “like” and share your posts, this massively expands your reach by extending to your fan’s friends as well. Whenever someone “likes” a page, that activity shows up in that person’s news feed exposed to all of their friends.
Learning Facebook Marketing By Example
The greatest example of this (by far) is the official Coca-Cola Facebook Page. Before Coke had made their own Facebook Page, two guys had already created one and started making videos and creating posts in the name of their love of Coca-Cola. Before long, the page had accumulated over 2 million fans and Coke’s brilliant marketing team decided to let these guys run the Facebook Page rather than take it over. Check out a video they made below.
5 Tips For Facebook Marketing Success
- Use Photos & Videos – Use pictures and videos as much as possible. When you write a post, by attaching a relevant picture along it is more likely that you will catch the attention of your fans. It can sometimes be difficult to cut through the noise on Facebook and photos and videos are proven to be more attractive to people.
- Be Original – Key in Facebook marketing is it’s important to be authentic on social media because if your posts are a constant sales pitch, people will ignore you, or worse “unlike” you. Add as much personality and creative spice to your Facebook Page as possible. Be sure to spice things up with new content, otherwise users will grow bored of your page and their attention will turn off like a switch.
- Recognize and Reach Out to Loyal Fans – Create incentives that reward loyal fans and encourage users to be active on your page. Boston Pizza used an extremely effective campaign that required customers to take a picture of themselves at the restaurant and post the picture on their Facebook Page to win prizes.
- Create a Custom Landing Page – Entice users to like your profile with some sort of incentive that is feasible for your company but attractive enough to easily garner a “like” from them. Some good examples of great custom landing pages are Red Bull, Cadillac and Pepsi.
- Be Active – Comment on other people’s pages, “like” other’s posts and pictures. It is also important to respond to everyone’s replies and comments on your wall…are you starting to get the picture? A community can’t be a community unless everyone participates, including you.
This is a quick highlight of only some of the great features Facebook has to offer businesses. Watch for future blog posts as we go deeper into Facebook Marketing and the social media world.