I am sure almost every one of you reading this is a Facebook user or might have used it at some point in time, isn’t it? Have you ever wondered about the advertisements that you see on your timeline? Or on the side panels? Do you feel that these are personalized for you? And every user gets them according to their interest? This is what Facebook marketing is all about.
Facebook marketing is a very important domain of Digital marketing. Many firms that have expertise in the domain organize small-batch workshops. You can learn it there.
Do you keep hearing the buzz around digital marketing? Debates around which is better: Traditional marketing or Digital marketing? Wonder about the disruption brought by digital marketing? How digital marketing is different than social media marketing?
So what is Digital Marketing?
The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketing extends beyond internet marketing. It also includes channels that do not require the use of the internet.
The biggest advantage of digital marketing is you can know the exact reach of your advertisements. At the same time, you can narrow your focus on a targeted audience. Thus it can be used to analyze the success of your marketing campaigns. This is a compelling reason to learn digital marketing.
Marketing through print media or TVC (Television commercial) and then calculating the exact reach is almost impossible. You can find out the number of people who purchased the newspaper or saw the advertisement on TV. Whether an impression is created and how many purchases it has influenced is not an easy thing to crack.
Whereas while using any form of digital marketing, you can know the impression that the campaign has created. As a result, we can find out how much it is successful in fulfilling the objective.
Without a coherent strategy of engagement and retention through digital channels, your business is at best missing a golden opportunity. At worst it could be left behind, watching your competitors pull away across an ever-widening digital divide.
What is Social media marketing?
Social media is useful for brand building. It is useful for raising awareness of the brand story. It allows the consumer to become involved in the story through collaboration.
Social media platforms like Facebook, Instagram, LinkedIn, etc are on a rise. Social media platforms also play a role in building awareness, due to their shareable, viral nature. They can also provide crowd-sourced feedback. They allow brands to share valuable content directly with their fans.
What is Facebook Marketing?
When Facebook is used as a platform to serve social media marketing, it is called as Facebook marketing. As a marketer, you always want to increase the reach of your product/service in your targeted market. So what is better than Facebook to do it?
Facebook is huge. Being the largest social network in the world, it has more than 1.23 billion active users. 62% of them log in daily. With such a large user base, ignoring Facebook isn’t an option for most marketers. If you do so you will miss opportunities and lose business.
Word of mouth marketing has always been important. Today it is more important than ever because of the power of the internet – Joe Pulizzi.
And Facebook is a huge marketing platform for word of mouth advertising. Existing customers may share stories and help the company in acquiring new customers who are friends of an existing customer.
The purpose of a business is to create a customer who creates customers – Shiv Singh.
So how is Facebook marketing different from other forms of marketing? And how do companies use it to get an advantage over their competitors?
There are mainly 3 ways to use it:
Facebook pages are similar to profiles. But they are for businesses, organizations, and public figures. Users can “Like” a page. After which they’ll automatically receive updates from that page in their news feed.
While profiles require a mutual relationship between friends, pages can be liked by anyone. It does not require the page creator to accept a fan.
How to use the Pages as a medium of marketing?
Following are a few effective guidelines to use Pages effectively and efficiently:
Profile and cover photo: Profile should always be the logo of your company. Creativity can be employed in the cover photo.
About section: This is your chance to tell anyone coming to your page what your business does. Make sure the information you put is good here. It tells people what your company does. Tell them why you’re different from others, your vision, and other interesting details.
Facebook is a social network, so casual tone works the best here. So keep it friendly and informal.
Post useful information on your wall: The page is an interface between the marketer and the fans. The information that is put up should be perceived as relevant and helpful. Or else the fans will stop following it.
Ask questions to your fans: Asking questions in your updates is an intelligent way for engagement. What you ask depends largely on your product and your niche. But asking open-ended questions usually garners the best responses.
You can ask opinions on a new product idea or project. It is a good way to convince your fans that your company cares about what they want.
Don’t Spam: If you do nothing but send out promotional blurbs about your company. Then you’re going to have a hard time getting and keeping fans. You need to add the content of value.
Use statistics and results: Facebook offers some great analytics for pages. Pay attention to them. If you see a big surge in fans (or a drop off), look at what you’ve posted recently. Try to see if you can figure out a reason for the trend.
Advantages: Pages are free and easy to set up.
Disadvantages: It can be hard to get a foothold and build a fan base with a page.
Facebook is a platform that is used for most targeted marketing. It has information about the profile of its users. You can target users based on virtually anything you might find in their profiles. You can track your success with each segment as well.
The type of advertisements can vary as per your objective. You can create ads to promote a Facebook event, complete with an RSVP link. You can create ads for mobile app installs and app engagement.
As the advertising is targeted be careful what you advertise on Facebook. The user can hide the ads and also report abuse. If a lot of abuses are reported it will lead to negative publicity.
Advantages: Targeted audience and a high level of engagement.
Disadvantages: Irrelevant advertisements can lead to negative publicity.
Facebook groups are similar to discussion forums, but with added features and benefits that pages and profiles have (like a wall). You can create groups related to your industry or product offerings. It is a way to reach out to potential customers.
- Groups are free and have high levels of engagement.
- Highly focused targeting is possible.
- Groups can be very time-consuming.
- They attract a lesser amount of people compared to others.
An example is not the main thing in influencing others, it is the only thing – Albert Schweitzer.
And thus I would like to give you a real-life example.
An example of companies has used it to their benefit.
So here we bring you one of the most famous success stories of Facebook marketing.
Flyrobe: A lot of fashion freaks have an obsession to wear new clothes for any place they visit. They want to be trendy, stylish but buying out new clothes every time is not economical.
So Flyrobe came up with the wonderful idea of fashion rental service in India. It solved the problems of fashion freaks. It offers a huge variety of western and ethnic wear for short-term rental through its app.
How they used Social media to attract customers: First Flyrobe created carousel ads, showing off its stand-out collection from top brands and designers. After that, the rental service targeted the ads to people with interests in fashion and technology. People who followed popular fashion influencers.
Once people started interacting with its ads, Flyrobe used Custom Audiences to retarget people who had clicked through to the company website.
Also, the company created different audience segments based on what people looked at on the Flyrobe website. Then showed them tailored creative. It encouraged them to return and give the service a try.
Facebook helped Flyrobe create a lasting impression with its target audience during its 2-month campaign from June–August 2016, resulting in:
- 8X decrease in cost per acquisition with dynamic ad campaigns
- 2X decrease in cost per acquisition with Custom Audiences
Now as you have seen how Digital marketing on Facebook can be helpful to grow your business manifolds.
How to become a successful Facebook marketer?
1. Go in with established goals
The Facebook ad type you go with will depend on what you’re trying to achieve. Your objective can be one of the following:
- Create awareness
- Generate Likes and engagement
- App installation
Be sure what you want to achieve and invest accordingly.
2. Try Facebook Offers to capture the attention
Facebook Offers let you promote a deal exclusively to Facebook users. Create an offer or discount to be redeemed at your website or in your brick and mortar store. It is a very popular way to convert awareness into trials. Once trials are induced there are high chances of recall and repurchase.
It’s recommended that you target your first Facebook Offer to just your fans. If it goes over well, then you can widen your net to larger audiences. Offer tends to attract more people.
3. Include a clear and direct call to action
Include a call to action in the body text of your Facebook paid ad. It encourages FB users to take your desired action. Else there is a chance that although people liked it, they don’t know what is exactly to be done.
4. Try activating Sponsored Stories as an add-on
When someone interacts with your Facebook page the action triggers “stories,” that the user’s friends see in their News Feed. These “stories” are generated naturally. To increase the likelihood of their appearance on timelines, you can opt for sponsored stories.
5. Customize your Ads
As Facebook is an enormous platform for a targeted audience, keep in mind the kind of people you want to target. Decide what should be visible to them. Showing up a Male’s shaving razor on a female’s feed makes no sense.
Ways to engaging more users
1. Go crazy with the images
Posts and Facebook ads with images get much higher engagement than those without, as they help your ad or post stand out from a flooded news feed.
Add multiple images to a Facebook ad for extra variety. It tests how different images coupled with your ad text perform. You can upload up to six images to accompany your ads at no extra cost. Facebook recommends uploading an image that is 1200×627 pixels for your ads.
2. Host a Contest
Host contest to attract more audience. A very recent example of such a contest is the #globalCitizen contest for Coldplay tickets at Mumbai. It generated huge traffic and a tremendous response.
What can be more engaging than a video? Videos have crazy high engagement rates so you can use them to get some interesting attention. The country is moving towards short-form content consumption. So keep these videos short.
4. Keep it short
For optimal engagement, be concise in your posts. The ideal length of your post should be between 100-150 characters
5. Use Tags
With Twitter and Instagram coming in, Hashtag has been the most popular trend in marketing. Use hashtags relevant to your Facebook campaign. Every time someone uses that tag, it will generate traffic to your ad. It is also a nice way to combine marketing efforts across platforms.
Ask users to provide a caption to an exciting or laugh-worthy photo. It is another smart strategy to drive interaction and engagement.
As we’ve said, people love to express their thoughts and opinions on Facebook. Sometimes they like it too much, but you might as well have those soapbox speakers benefit you!
Ask users to vote by using various reactions like “Like”, “Share”, “Angry”, etc. It creates an impression that the voice and opinions are heard.
Testimonials are always powerful, and that rule continues on Facebook. However, it’s good to think outside the box when delivering testimonials on a social network.
Rather than bland words, incorporate photos, videos, or other media. Big brands like Zomato, Ola have found great success through reviews and testimonials.
9. Zone in on your ideal audience with interest targeting
Facebook allows for some incredible deep interest targeting. This provides tremendous value. The interest targeting capabilities alone can justify your use of Facebook advertising.
Although Facebook marketing seems like a cakewalk to do marketing, it is not always easy. You need to have a complete strategy. This involves a high cost. Also, not strategizing the marketing plan as per the objective can lead to huge costs and negative publicity.
A few tips to reduce/manage the cost of advertising on Facebook
1. Selecting a bidding option
There are several different bid setups for controlling Facebook advertising costs. You can bid for clicks, impressions, app installations or any other desired objective.
The options available are pay per click, pay per impression and click-through rate. Each of these has a varied cost associated with it. For example, the cost associated with a click is greater than the cost for an impression.
2. Choose between daily or lifetime budget
As a marketer, you can choose to set up a daily budget or a lifetime budget. A daily budget controls how much you will spend on a specific campaign per day.
Lifetime budget lets you select how much you want to spend over the entire period a campaign is scheduled to run. Choose between the two.
Also, you can mention the time of the day you want to display your ads. You can mention their frequency as well to control the budget.
In conclusion, now that you know how to be a successful Facebook marketer, plan the strategy to advertise on Facebook. Optimize the cost and start trending on the social.
Give your business a new bend in advertising and grasp the numerous opportunities lying around.