Before we dive in, let’s get one thing out of the way. There are many ways to approach marketing on Facebook, but we’ll stick to the one we love the most.
1. 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 customizable page to give a better sense of a business’s personality and character.
Facebook business page shop now button
Your Facebook business page is a great spot to develop your brand identity and show your human side. Facebook is where you can loosen the tie a bit – don’t be afraid to be funny.
Ultimately you should consider what your key audience would want to see. Share social media images, links, videos, anything, as long as it is connected to your business and it seems like something your target audience would enjoy. Use Facebook Insights to see what resonates most with your audience.
2. Facebook Advertising: Classic Ads
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.
Implementing Facebook advertising into your Facebook marketing strategy is one possible technique for increasing likes or driving website clicks.
Facebook advertising features include:
Demographic targeting by Facebook user data on age, location, education, and interests.
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.
The ability to advertise for your particular area—great for local businesses.
Facebook doesn’t release information about their ad CTRs, so it’s difficult to know how successful Facebook ads really are. In our Facebook Ads vs Google Display Ads Infographic, we found that Facebook ads generally have a CTR of 0.051%, and an average CPC of $0.80; however, a business’s Facebook advertising cost can vary a lot depending on the targeting options set and competition.
Using Facebook advertising to increase your “Likes” can be very beneficial – once a user likes your page, they essentially become followers of your business page, and your posts will appear on their Facebook news feed.
This results in more users interacting with you and your brand, forming relationships that may end up translating to conversions in the future.
3. Hosting Facebook Contests
Running Facebook contests, sweepstakes, or promotions is another Facebook marketing tactic that can increase fans and brand awareness.
When conducting a Facebook contest, be aware that contests can’t be hosted through Facebook itself (meaning you can’t ask for likes as entries, have people write answers in the comments, etc.) Businesses must use a third-party app for creating their Facebook contest, then direct users to the app from their Facebook page.
Many third-party Facebook contest apps offer free versions, but your options with them are limited.
4. Facebook Promoted Posts
Facebook Promoted Posts let Facebook page owners pay a flat rate in order to have their individual post to be seen in more of your fans’ news feeds. Facebook posts reach a certain number of users, increasing a specific post’s reach and impressions.
Some businesses have asked – why should I have to pay to ensure that my post is seen by users who are my followers? If a user has liked my page, they should always see my posts on their news feed, shouldn’t they? The answer to this question is no, because it assumes that users spend every waking moment of their life on Facebook’s news feed. For the health and safety of your Facebook fans, we hope this isn’t true!
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 ups your chances of being seen on a user’s news feed. Facebook Promoted Posts are shown to existing fans, with an added option to reach friends of fans.
5. Sponsored Stories
Sponsored Stories are a type of Facebook ad that shows a user’s interactions, such as a Facebook like, to the user’s friends.
Sponsored Stories seeks to capitalize on the “word of mouth” marketing concept. If a user sees that three of his friends like a certain page, he is more inclined to pay attention. The goal of Sponsored Stories is to have a user take the same action as their friends. Advertisers can choose to show friends “likes” if they want more page likes, show friends who have “claimed this offer” if a business wants more users to claim offers, etc.
While the action performed by a friend liking a page or claiming an offer is automatically posted in a user’s news feed, these posts easily get overlooked. Sponsored Stories get preferred positioning, capable of appearing in news feeds and the right side bar. Sponsored Stories is also the only ad format available on mobile devices.
Sponsored Stories don’t only apply to likes or offers – they can be used with any Facebook Open Graph app. If a friend has just installed Scramble With Friends on Facebook, Sponsored Stories can show users that their friend has just played the Scramble game, with an invite to “challenge them,” “play with them,” or any similar variation.
Facebook claims that Sponsored Stories have 46% higher CTRs and 20% lower CPCs than regular Facebook ads, making them a very serious strategy for marketing on Facebook.
6. Facebook Open Graph
Facebook Open Graph lets businesses label 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.” Posts can suggest that users “listen,” “taste,” “read,” – it’s up to businesses to get creative.
Virtually any time a site or app prompts users to sign in to Facebook, it has something to do with connecting the user with the Facebook Open Graph.
Spotify is a great example of how Facebook Open Graph becomes a powerful Facebook marketing tool.
Spotify for Facebook Marketing
This is followed immediately by a permission request, which many users click through with little thought. I actually discovered that I had given permissions to 130 apps, 95% of which I don’t recall the reasoning behind.
Once permission has been obtained, Spotify is able to stream what songs a user is listening to on a friend’s news feed.
7. Facebook Exchange (FBX)
Facebook Exchange lets advertisers take advantage of ad retargeting 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 with FBX.
FBX is driven by real-time bid purchases, and allows online advertisers to place ads onto the Facebook sidebar or directly onto users’ timeline as they scroll down.
The Facebook Exchange allows approved third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies.
Facebook Exchange allows marketers to use the rich audience data they’ve gathered to market to people on Facebook, where impressions cost 25% as much.
Advertising your market on Facebook is an essential way to expand your reach on the social platform. In addition, Facebook ads play a role in your overall digital marketing by increasing awareness for your brand, attracting leads, and sometimes even converting users into customers.
In the world with over 70% of internet user’s active on social networks, who spend at least one hour a day on average on those social networks, we have to conclude that social networks have become a sort of reality in which people communicate, interact, and obviously trust. We also have to be aware that over 60% of those users access social networks via mobile devices, with strong indicators that this percent will only increase in the future years.
The findings published by business professional and marketers support the fact that businesses can have a lot of benefits from using social networks, which is why implementation of those has become a part of business practice. This is why social media marketing is no longer considered to be on probation, but instead it has become an important part of the business world.
As a business technology, Facebook is successful. Because Facebook has its fan page and group page which is efficient and economical.
According to Neil Patel Facebook isn’t just powerful—it’s flexible. No matter what type of company you run, it has enough different marketing options that you can tailor your marketing efforts to fit your company, your budget, and your time constraints.
Marketing on Facebook or social media is importance in everyday life of people who are likely to become your customers.