Facebook continues to be the reigning champ of social media sites, as the #1 spot where friends connect and share online.
More than just a meeting place for friends, Facebook has grown into a venue for businesses to market themselves through interaction with customers and self-promotion. In this post we will be looking at seven ways you can use Facebook for marketing.
Making the most of your Facebook Business Page:
A Facebook page is a great free marketing tool for businesses. These pages let businesses identify themselves, not just through listing product offerings and services, but also by sharing links, images, and posts on a customization page to give a better sense of a business’s personality and character. Your Facebook business page is a great spot to develop your brand identity and show your human side through using Facebook for marketing. The business needs to find out what their target market wants to see.
Facebook offers its own form of advertising with Facebook ads, which appear in the side columns of the Facebook site. These classic ads are referred to more specifically as Marketplace Ads. They include a headline with copy, an image, and a click-through link to either a Facebook page, a Facebook app, or an outside website.
Facebook advertising features include:
- Demographic targeting by Facebook user data on age, location, education, and interests, check out this what not to do when using Facebook for marketing.
- The ability to set ad budgets.
- Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup.
- Built-in ad performance measurement tools.
Holding Facebook Competitions:
Running Facebook contests, sweepstakes, or promotions is another way of using Facebook for marketing tactics that can increase likes and brand awareness. Businesses must use a third-party app for creating their Facebook contest, then direct users to the app from their Facebook page. There are plenty of paid tools to help you do this, as well as some free ones.
Facebook Promoted Posts:
Facebook Promoted Posts let Facebook page owners pay a flat rate in order to have their individual Facebook posts reach a certain number of users, increasing a specific post’s reach and impressions. Some businesses wonder why should I have to pay to ensure that my post is seen by users who are my followers? The answer to this question is no. If a fan of yours happens to be looking at their news feed when you post your story, they are likely to see it, but even then there is no guarantee if their news feed is swamped by other posts. That’s where Promoted Posts comes in, it increases your chances of being seen on a user’s news feed.
Facebook Open Graph:
Facebook Open Graph lets businesses see a user’s action with their app. Billions of interactions are posted with Facebook Open Graph every day. Businesses can create third-party apps that connect to a user and post a notice on Facebook when a user performs a specific action with the app. Facebook’s Open Graph allows for creative interactive options outside of the standard “like” and “comment.” Spotify is a great example of how Facebook Open Graph becomes a powerful way to use Facebook for marketing. Open graph actions are being categorized as a new type of consumer story, taking advantage of the word of mouth phenomenon.
Facebook Exchange lets advertisers take advantage of ad re-targeting on Facebook through real-time bidding. Advertisers can target audiences based on web history data. When a user visits a product page on a retailer’s website, but fails to make a purchase, the retailer can then display an ad for that same product on Facebook Exchange. While Facebook re-targeting ads were only relegated to the side columns, recently these ads have been allowed to appear in news feeds, the most valuable Facebook real-estate. This is great news for FBX advertisers, since response rates for news feed ads are 10 to 50 times higher than that of ad placements in the right column.