Facebook has been through a lot of ups and downs over the years when it comes to its use as a business marketing tool.
It was the first social network to introduce advertising on its platform, and since then has set the trend for all the other social sites in terms of how they run ads. However, advertising on Facebook has come with some controversy, particularly when their CEO and founder Mark Zuckerberg announced that the impact of ads on user news feeds would be reduced – a move that many businesses and advertisers took a hit from. But while Facebook advertising might be subject to some changes, it is hard to deny that it is still one of the best tools available to improve brand reach and market a business.
Why Is Facebook Good for Marketing?
Although it might be more popular with the older generations these days, Facebook is still the biggest and most widely used social network available. It has now become a household name all around the world and has over two and a half billion active monthly users and one billion active daily users. It’s easy to see from these statistics just how far your business could reach through advertising on Facebook, and 90% of marketers agree, using Facebook on a regular basis to advertise their brand.
So, what should you know before you get started with using Facebook to advertise your company and engage with your target audience?
Setting Up a Business Page
First of all, you will need to set up a Facebook business page to get started. Put some thought into this and make sure that you pick the relevant category for your company out of the six options that are available for you to choose from. Most business marketers will require a page that is in the Local Business or Brand category. Spend some time researching the different categories before deciding on the right one for your business since each one offers a set of different features such as the option to add an address for a local business.
Calls to Action
Once you have your business page set up, you will want to optimize it so that it encourages as many visitors as possible to follow through by clicking on the link to your website or blog, buying your products, or anything else that you want them to do. There are various call-to-action options that you can add to the top of your Facebook business page based on the action that you want customers to take, such as ‘Book Now’, ‘Learn More’, ‘Sign Up’, or ‘Shop Now’. You can also go ahead and add call to action buttons to any number of ad posts on your Facebook business page to encourage viewers to click through and learn more about what you are advertising, read your blog post, or purchase your product or service.
It’s a good idea to make sure that Facebook reviews are activated and that your happy customers can leave a review of your business for other users to see. One of the good things about Facebook reviews is that your company can easily leave a reply to any reviews that you get, giving you the opportunity to thank customers who have left you a glowing review and start a conversation with anyone who leaves your business a not-so-great review to find out more about the issue that they have experienced and if there is anything that you can do to help. Facebook reviews can help others learn more about what to expect from your business and they can also help your brand with credibility and trustworthiness. Click here to find out more about setting up Facebook reviews and the benefits that they can have for your brand from Signpost. Signpost offers a one-stop-shop for everything related to Facebook for business and Facebook reviews, with several tutorials to help you get your Facebook business page off to the best start and encourage more customers to leave a good review.
For the best results, your Facebook business page needs to be active and posting content on a regular basis. One of the biggest mistakes that many small business owners make on social media is creating an account that they subsequently rarely ever use. Once you have set up your profile, turned on reviews, and added all of the relevant information, it’s time to start creating and posting content that your followers can consume and share, which in turn will act as another marketing channel for your company. When it comes to the type of content that you post on Facebook, it is important to avoid being overly promotional. While it might be easy to only post ads, this is going to annoy your customers and will likely backfire. Instead, try to post informational, interesting content at least 70% of the time. 20% of your content should be curated based on the interests of your audience, and just 10% of the content that you post should be advertising or promotional.
Posting high-quality content to engage with your customers and encourage them to check out what your brand offers is only half of the job involved in Facebook marketing. To get the best results, you will need to monitor the metrics carefully to make sure that you are up to date with the engagement trends and determine which type of content tends to be the most successful. Page Insights is Facebook’s internal analytics tool that you can use to find out more about how your Facebook page is performing and the metrics that are doing best. You can use it to track performance for your Facebook page recently, including stats such as new likes and follows, unique likes of the page and post, and the number of unique users that have engaged with your content.
As one of the biggest and well-known social media platforms around the world, Facebook isn’t just for staying in touch with friends; it’s also a very powerful marketing tool for any business.