Facebook is a social media tool that millions of people use every day to stay connected with friends and family. But increasingly, it’s also a savvy business tool that can help companies connect with their customers. Since so many people use Facebook daily, it’s a great way to gain exposure with both new and existing customers. If you’re thinking about incorporating Facebook into your business marketing plan, use this guide to get the most out of this social media platform.
Facebook brand promotion
Promoting your brand on Facebook sounds simple enough, right? There are plenty of ways to market yourself on this social media platform, like posts, advertisements, shares, and likes.
But before you jump in, you’ll want to come up with a plan of action for each of these outreach options. Like any other type of promotional activity, your business needs a cohesive plan that indicates how you want to connect with your customers. This plan should be tailored to the specific type of users on Facebook and the type of user experience that is expected on this platform. Take a closer look at some of the key ways to promote your brand on Facebook to get a better idea of how to come up with a game plan for your business.
Using Facebook ads
Facebook ads offer a straightforward way to promote your products or services. These ads will be prominently placed on Facebook feeds and can be tailored to your specific marketing goals. In fact, when you create a new ad campaign on Facebook, one of the first things you’ll be asked is what the goal of your campaign is. This list will include options such as:
- Boost your posts
- Promote your page
- Send people to your website
- Increase conversions on your website
- Get installs of your app
- Increase engagement in your app
- Reach people who are close to your business
- Raise attendance at your event
- Get people to claim your offer
- Get video views
Choosing the most appropriate option from the list above will help Facebook tailor the ad layout to your needs.
From there, you can select where your ad will be placed on Facebook. There are three main options:
- Desktop newsfeed
- Mobile newsfeed
- Desktop right column
You’ll be able to upload your ad’s creative components, such as an image, video, text, and/or link to get started. But before you simply pick your budget and hit “submit,” it’s important to come up with a strategy for your ad rollout. Here are a few things to consider:
- Create a strong CTA: The call to action on your ad should be the very first thing people see. Make it clear what your goal is, whether it’s to click the link, watch the video, claim the offer, etc. Your text should entice them to click through.
- Switch things up: Don’t just let the same ad sit on Facebook for weeks at a time. Users will become accustomed to your ad and will start scrolling right past it without a second thought. In your strategy, determine how often you’ll change the ad content; ideally, you’ll switch it up every one to two weeks. In addition, make sure you use different images for different types of ad placement (newsfeed or right column).
- Measure campaign success: You’ll want to closely monitor the success of the ad campaign so you can target your marketing dollars in the most effective way. Be sure to come up with a data-driven way to measure the success of your Facebook ad campaign, and then use the results to tailor future ads for improved results.
Setting up a Facebook business page
If you hope to engage with customers on social media, a Facebook business profile is a must-have. And if you can get users to like your page, it’s a great way to regularly connect with them through posts that appear on their newsfeed.
When setting up your profile page, it’s important to take your time and use your marketing savvy to garner the best results. Here are a few tips to create a page that will attract likes and encourage engagement:
- Choose the right category: Take your time to look through the category options for Facebook business pages. First and foremost, don’t accidentally set yours up as a personal profile that requires individuals to request to add you as a friend. Instead, it needs to be a business page that users can like and follow. If you want people to check in on your business via Facebook, you’ll have to sign up as a local business. If not, you can put your page in the companies & organizations category.
- Pick a recognizable photo: Your photo should be sleek, professional, and easy to understand. A company logo is a smart choice if available, especially one with a bright, bold design that will stand out. Remember that this photo will appear as a tiny thumbnail, so you don’t want a zoomed-out image that is unidentifiable when someone is scrolling through their feed. You should also choose a professional image to use for your cover photo and for a pinned post at the top of your page.
- Don’t skip the about section: The about section on your Facebook business page is one of the most important spots to fill out. You’ll want to describe your business in an accurate and engaging way. If possible, include keywords that customers might use to search for a business like yours. Don’t forget to add a link to your website in the form of a URL in the about section.
These tips will help you set up your Facebook page, but you may need to use promotional posts or Facebook ads to get those initial likes from users. For more information on how to use your page, check out the section below on engaging with customers’ Facebook feeds.
Connecting with customers on Facebook Messenger
One of the best ways to use Facebook for business is to connect with customers on Messenger. When you set up your Facebook business page, it’s important to designate someone to handle all the requests, questions, and complaints received via Messenger. This is important for two reasons. First, it helps to avoid potential complaints that end up on your feed rather than in a private, professional way. Second, it encourages positive feedback from customers when you respond in a timely manner.
Speaking of timely, the rate at which you respond to Facebook messages is very important with a Facebook business page. In the abbreviated about section in the right column of your main page, Facebook will actually list how quickly your respond to messages, whether it’s within an hour, a few hours, a few days, etc. That speaks a lot to the level of customer care that users can expect when they communicate with you.
Essentially, if you want to have a Facebook presence for your business, expect to also communicate with customers through that platform in a way that satisfies them. Before you create a business page, you should be sure there’s a plan in place for who will respond to these messages and how you want them to deal with various scenarios (questions, requests for appointments, complaints, etc.).
Engaging on customers’ Facebook feeds
Now that you’ve created a solid Facebook presence in the form of advertisements, an official business page, and customer service messaging, it’s time to start interacting with other users. The easiest way to do that is by creating engaging posts that your followers will want to like and share. Here’s how to come up with a great game plan for being active on Facebook:
- Determine your voice: Your marketing team should decide what kind of voice you’ll use when communicating on Facebook. You can keep it very professional, but keep in mind that many businesses adopt a more conversational tone on Facebook.
- Be visual: When creating posts, use photos and videos to make your communications more engaging to customers.
- Share interesting info: Not all of your posts have to be original; you can also share a post from another page that you think your customers might be interested in. This helps to ensure that your page doesn’t become too salesy in its approach.
- Check your stats: Facebook offers business page insights that allow you to collect data on audience engagement. Find out which post formats are getting the most attention and tailor your future posts to keep them interested.
Ready to start connecting on Facebook? Use these tips to create a successful business page on this popular social media platform.
Feeling overwhelmed? Get more out of your to-do list by working smarter, rather than harder.