The following is a guest post by Rae Steinbach for Taktical Digital.
Marketing on Facebook is a smart idea for any business. The social network currently boasts approximately 2.19 billion active monthly users, making it a useful tool when a marketer wants to reach as many potential customers as possible. That’s why so many businesses team up with a Facebook advertising specialist to get the most out of the site.
However, if you’d like to have more of a hands-on marketing experience, the following guide will help you leverage this platform to its full potential. If you’re just starting to market your business or product on Facebook, keep these tips in mind!
There isn’t just one way to market your company on Facebook. For instance, maintaining a Facebook page for your business gives you the opportunity to regularly share content and updates with your followers, while attracting new followers at the same time. That’s why creating a page on the platform should probably be a component of your strategy.
Facebook ads are another great option. They’re useful because Facebook allows marketers to target specific types of users when they publish ads. By creating a custom audience based on demographic factors or by uploading information about your current customers, you can ensure your ad reaches users genuinely interested in your business.
Don’t overlook the value of Facebook groups, either. Creating one of these discussion forums is another way of interacting with potential customers.
Facebook marketing is effective because it can help you achieve a wide range of potential goals. That’s why it’s important to determine what goal you plan to achieve with a particular ad or campaign.
Simply spreading brand awareness is one reason to launch a campaign. Because social media content is naturally shareable, a strong post can help you reach more potential customers than anticipated if many users share it.
Driving traffic to your site is another major goal worth keeping in mind. This is especially important if you are trying to increase sales. An effective Facebook post can link directly to a page where users can buy a product or sign up for a service. There are other ad objectives out there you can pursue, but these are two of the most prominent and consistently successful.
Ad Placement Options
When you create an ad on Facebook, you’re given several different placement options. Placing an ad in the Desktop News Feed is ideal if you want to reach desktop users and have designed an ad that would simply appear better visually on a larger screen.
On the other hand, it’s important to keep in mind that nearly all Facebook users access the platform via mobile device a majority of the time. The amount of users who access Facebook via desktop is consistently lower. Thus, it may be best for you to choose the Mobile News Feed option, designing an ad that appears formatted for a smaller screen.
You can also place your ad on the right-hand column for desktop users, instead of the news feed. You might think this will make your ad harder to spot. However, it will also make your ad less intrusive, which can help you make a good first impression on potential customers.
How to Use Facebook Marketing Channels
Your Facebook business page should generally be used for content marketing. You want to share valuable posts with your followers that are still relevant to your industry. For example, if you represent an apparel brand, sharing blog posts that tell readers how to build outfits around your clothing is a smart tactic.
You can also use your business page to share information about upcoming events, promotions, and other news your followers may find interesting.
Facebook advertisements are different. You don’t necessarily need to focus exclusively on content marketing when releasing an ad. That’s because the ad will most likely link to a landing page on your site where, ideally, customers will take an action like making a purchase.
Focus instead on determining which types of ads are most effective. You’ll likely have to experiment with various formats before you know which are stronger than others. Luckily, Facebook gives you the option to choose from several different types of ads, including video, image-based ads, and even Facebook Messenger ads.
Facebook also allows marketers to track the performance of a campaign by using key metrics. Determine which metrics you’ll focus on by deciding what your exact goal is with a given campaign or ad. For instance, if you’re trying to make a sale, you want to install the Facebook Pixel on your site’s pages to track conversions. On the other hand, if you’re looking to boost overall brand awareness, you should instead focus on tracking how many users shared one of your posts.
As always, experimenting is key to mastering Facebook marketing. You need to constantly monitor your ads to find out how to improve them in the future. This guide will help you get started!
Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to New York City to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course).
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.