Facebook is now more than just a meeting place for friends and has developed into a venue for businesses to market themselves through interaction with customers and promotion. We have five ways of marketing your small business on the platform.
FACEBOOK BUSINESS PAGE
A Facebook page is a great free marketing tool for your business for a number of reasons, but mainly because it allows you to do more than just list the products and services you offer, and instead lets you share links, images and posts to give a better sense of your business’s personality and character.
Your Facebook page is a great place to develop your business identity and show your human side, but of course, it’s important to consider what your key audience will want to see.
Facebook offers its own form of advertising with Facebook ads which appear in the side columns of the Facebook site. A Facebook ad includes a headline with copy, an image and a click-through link to either a Facebook page, app or an outside website.
You can be really specific with Facebook advertising by including:
- The demographic that you are targeting (including age, location, education and interests).
- The ability to set ad budgets.
- Ad testing, in which multiple versions of an ad can be run simultaneously in order to compare results.
- Built-in ad performance measurement tools.
Running a contest or promotions is a great Facebook marketing tactic to increase your customer base and brand awareness. However, when conducting a contest or special promotion, be aware that they can’t be hosted on Facebook itself. This means that you can’t ask for likes as competition entries or have people write answers in the comments etc, but you can advertise and market a competition or promotion that you are running through Facebook.
FACEBOOK PROMOTED POSTS
Promoted posts let you pay a flat rate in order to have individual Facebook posts reach a certain number of users, increasing a specific post’s reach and impressions.
You might ask, why should I pay for people to see my posts? Well, the answer is that users don’t spend every waking moment on Facebook so, in order to ensure that your followers definitely see your post, you need to promote it.
Promoted posts are easy to set up – simply click the button beneath any of your page posts.
Sponsored stories are a type of Facebook ad that shows a user’s interactions to that user’s friends e.g. a Facebook like. Basically, the goal of a sponsored story is to have a user take the same action as their friend and therefore increase your business’s likes, claims of an offer etc. It’s a great way of capitalising on the “word of mouth” marketing concept.