Wikipedia only tells you what Facebook is; the brand value, the company, etc, etc.
It does not tell you why the whole world is on Facebook and why suddenly in the shortest time frame possible, Facebook has become so important to marketing professionals from all across the globe.
Here we are filling the gap left open by Wikipedia.
What started as a simple program “facemash” to compare and rate the photos of two persons as “hot or not” in year 2003 by a Harvard University student Mark Zuckerberg, is today the biggest social networking website in the world.
Facebook today boasts of 1.86 billion active users from across the world.
Other than the huge amount of users available one the website, the website also holds the distinction of being the second famous website in the world after google.
No Company can today ignore Facebook. If you have a brand, it has to be on Facebook.
Consider this: 1 in every 13 people on earth is on Facebook.
And this is not it. Facebook, from just being a social networking website has successfully turned into a news aggregation website.
48% of young Americans said they read their news through Facebook
You just cannot ignore Facebook.
What is Facebook marketing?
Thanks to google’s constant updates, SEO has turned into an unpredictable bet, over the years.
What works today does not work tomorrow. Google’s secret ingredients keep changing over the time. While the world is busy unraveling the secrets of how to rank high in google, google has been busy keeping it’s algorithms one step ahead of our thoughts.
The “unpredictability” has led to the digital marketing professionals turning to mediums where they have at least some control over the promotions they do.
Facebook, by virtue of the user base today is an alternative to SEO.
The sheer number of users on Facebook makes the platform as one of the biggest platforms to reach the target audience, and a favourite of social media marketers.
Facebook Marketing is the art of promoting a company’s brand/service/product on Facebook by using various techniques.
Tips to use Facebook effectively for your campaigns:
- Every Facebook campaign kick starts with “Likes”
I will be upfront with you. I do not like pages which have less than 1000 likes for a simple reason, they are not worth the time I spend on Facebook.
I do not want my Facebook profile picking feed from a page which is “so new” in the market.
My Facebook wall reflects what I follow, what I like and what I do. Hence, a new irrelevant brand is not worthy of my Facebook page.
What I wrote above is the common path followed by maximum Facebook page users before they decide to like your page.
the bottom line is “You have to buy Facebook ads before you decide to go full throttle with your Facebook content posting strategy.
The users on Facebook would still prefer to click on “like page” when it shows on their page, then go to a page and like the page.
Always keep a small yet considerable budget to get some initial likes on your page.
- Compliment your online Facebook presence with offline presence:
How well is your Facebook page placed along with your off line brand presence?
Is your company’s visiting card carrying your company’s Facebook link?
How about your company’s address board outside your office, etc, etc?
Think of all the places where your brand is seen.
Now make sure your brand’s offline presence compliments your online presence and vice versa.
Facebook marketing will get a boost if it is complimented by the offline brand presence.
- Learn to use Facebook insights:
Facebook is one social media platform which has a very easy to use interface to understand the performance of your brand on Facebook.
Before you decide to spend some money and time running your campaign, how about you spend some time understanding how the Facebook insights section works?
Facebook insights get you a 360 degree view of your page’s users, the content they are responding to and the reach of different type of content.
At the end of day, Facebook insights ensure you do not have to rely “a lot” on your Facebook expert to explain you the success of the Facebook campaign.
Everything is written in black and white in a very easy to understand manner.
The numbers in insights speak a lot on what works and what does not work with your Facebook page.
Learn to use the reporting before you decide to kick start your campaign.
- What kind of content works on Facebook?
Why are you on Facebook? Why am I on Facebook? Why is every single person around the world on Facebook?
What makes Facebook so addictive that every 5 minutes we login to the platform to check what is new on our wall?
The answer to the question is “interesting content”.
Most Facebook user base is there to have fun.
By fun, I mean everything related to pics, news, games, etc.
No one wants to like a page which is busy talking about “themselves”.
Trust me, the biggest mistake most of the Facebook pages do is “they over promote themselves to the point of irrelevance”.
The content for your brand’s FB page should be a mix of news, jokes, inspiration messages, videos, etc.
Do not shy away from sharing the good stuff from internet.
Even if it means sharing some content from your competitor’s website.
You are doing your brand a favour by picking content from other pages (with their links added to the share).
Facebook users like all social media users are suckers for good content. Even if the content does not originally come from your website, it establishes your brand’s page as a page which provides relevant interesting content.
- Understand your user base:
One of the biggest setback for any brand establishing it’s presence on Facebook is to see their campaign generate little or no interest from their user base.
The common mistake most of the brands make on Facebook is “Not understand their user base”.
A kids’ brand needs Mommies as users not dads. A lingerie store does not need teenage guys as users (other than the over enthusiastic teenage guys looking for bikini models 😊 ).
The message is simple “Know what you are promoting and to whom you are promoting”.
The content, promotion, user reach campaigns everything should link to your user base. Do not waste your time and energy by being too generic.
Also, the campaigns you might start for getting likes should be clearly optimized keeping your user base in mind.
- A Facebook campaign is incomplete without a proper website:
Your website needs a Like us button and a section to show the Facebook feed. Also, all the promotions you put on your website need to link to the FB Page. Do not let your Facebook campaign run in isolation.
Put your best offers on the FB Page and incentivize the users who visit your FB Page via your website (or offline).
How to select the right Facebook Marketing Agency:
Talk to any social media marketing expert and the first medium they will suggest to promote your brand is “Facebook”. Such is the dominance of Facebook in the social media marketing space.
The popularity of Facebook has led to a plethora of “Facebook marketing experts” flooding the social marketing space.
There are a lot of good digital marketing agencies in market (including ours where I blatantly self-promote our brand name 😉 ). Most of them are doing an awesome work working in a Euuuge (donald trump style) market but there are scammers available.
Promoting on Facebook is a double-edged sword. On one hand, the huge user base on Facebook provides a wide array of possibilities to promote to a large user base. On the other, targeting the large user base also requires a huge budget.
Facebook requires campaigns to be run optimally. i.e, every single penny spent on Facebook must be done smartly else you will lose sight of the target.
A wrong Facebook expert might just derail of your campaign’s budget or not get you the desired results in the stipulated time frame.
Ask the relevant questions before you select a Facebook Marketing Expert:
- Explain the past case studies?
- How did you build or establish the brand with last client?
- How did you engage the users?
Do not ask:
- How many likes or followers can you get me in a week?
- How can we get quick results?
The right ones will explain you the process thoroughly and will be frank with you on their past work. The wrong ones will focus on “number” of like and will promise you quick results.
Understand the difference in between Hourly v/s Month contracts:
Facebook marketing involves different steps
- Page setup (one time)
- Content creation (ongoing)
- Promotions (ongoing)
There are companies which offer hourly contracts. They charge you for the number of hours you utilize them for.
Fixed cost contracts per month is another way of charging hourly in the form of a monthly package. Since social media marketing takes time, there are experts who charge a monthly fees per month to save the customer the agony of understanding the finer details of what they do and how they do in “x amount” of time.
The second package is for you, if you do not want to go into the finer details of what you are being offered.
We offer fixed cost with a difference of providing every fine detail of our work.
Tips to spend wisely:
- Clearly explain your expectations to the Facebook expert you hire. I.e, whether you are running the campaign for a long term gain, short term product launch or simple brand awareness. The simple exercise will save you a lot of money and time.
- Spend money on getting good content written.
- Take regular updates from the expert you hired with the job and map it to the insights report you can anytime view from the Facebook page. Ask the tough questions before you know it is too late.
- Initial likes on Facebook, Instagram will require some initial investment in form of FB Ads. Do not shy away from running a Facebook ad campaign to get some initial genuine likes.
- Even if you are paying hourly, do not lose track of the end goal you expected to achieve by spending “X” amount. For ex, if you are running a FB Page to make sales, there is no point in running a campaign even if you have not had a sales after estimated time.
For monthly fixed cost projects, understand very clearly what you are being offered. Usually agencies have same size fit all packages. Ask them to customize the package to your requirements.
The signs to see a potential “rip off”
- When 10000+ page likes do not even lead to 10% of users talking about the page
- When the content posted on the page has no link to what your brand does
- When the contact us button on the page barely gets clicked
- The likes on the page see a sudden surge without impacting the page interaction
The content published is published without keeping the time zone of the user in mind (I would not call it a rip off but a potential sign off the agency/expert being too negligent or stupid to understand the first rule of Facebook marketing)
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