Advertising on Facebook has been an effective strategy for many entrepreneurs. Facebook campaigns widen a company’s reach to potential customers and clients to market their product and service. These days, social media advertising, which includes Facebook marketing, is a vital tool in enhancing a business’s chances for success outside its territory. It enables a company to stretch its geographical borders and reach out to new customers.
Facebook has more than 1.1 billion users as of March 31, 2013 and a 23-percent increase year-over-year attracts businessmen to advertise on it. By a wide margin, it is the world’s largest social networking site. With Facebook, the public can examine, inspect, and investigate a brand before turning into paying customers. These social media pages, provides would-be customers the information that they need like past customer feedback, customer service and the leadership of a certain company in its industry before they give their business.
But what should you do to prepare your company to make the most profit from advertising on Facebook? To answer this question, you should understand how a Facebook campaign can convert your efforts into positive marketing results. Below are the major but simple steps on how to use Facebook for your business.
1. Create an Informative Facebook Page
Create a Facebook page for your products or services and include a link to your website’s homepage instead of your sales page. Facebook users are not looking for something to buy. Although they may have some necessities that you may be able to supply best, fight your urge to do a sales pitch every so often.
Use your Facebook “About” page as a venue to tell the public what you can do for them, not what you are selling. Avoid using exaggerated adjectives such as “best”; alternatively, explain how you can help them. Displaying your complete name and contact information helps convince Facebook users that your business is genuine and legitimate.
2. Be an Active Facebook User
A Facebook page is not a stand-alone page, no matter how informative it appears to be. You should be an active Facebook user in order to introduce your business to the world. Frequently posting on your wall can attract more followers and the actions that come with them (likes, comments, shares). This brings us to another mission you should not forget, to convince your followers that you page or content are share worthy.
Attaching attractive photos related to your products or services, along with a link to your website, will be a big help. Creating a Facebook Group for your followers, joining other Groups, and launching Facebook contests are only some of the various activities that you or your staff can do to stir up activity within your page. You should also be sensitive to the reactions of your followers - allow them to post comments and react immediately, if possible.
3. Know Your Customers Better Than Anyone
Facebook ads are targeted based on the information of users, including gender, age bracket, relationship status, location, language, education and work, and more importantly their precise interests. Sending the wrong visitors to your website will be a waste of time. Knowing the kind of customers who are probably looking for your product or service is vital especially in Facebook marketing.
Choosing the right audience for your ads does not wholly depend on your product, but also on your capability to deliver physical goods. For digital products or online services, you should offer payment options that are convenient for them. Set a clear goal for your customers, so that you can determine whether your campaign is successful or not.
4. Create a Compelling Facebook Ad
A compelling Facebook ad should contain a conversation starter. Again, Facebook users want to get in touch with their families and friends, not to search for something to buy. Facebook ads with pictures of gorgeous women may attract users to click on it, but not necessarily to buy the product or to avail the service. Your ad should contain a catchy title and the exact message you want to convey to your customers. You can also ask interesting questions like “Want to buy cheap motorcycles?” Do keyword searches and place them on a list.
5. Choose the Right Landing Page
Facebook users hate ads; it is a reality that Facebook advertisers should realize. An attractive Facebook ad is not sufficient to convert web traffic into sales. Once a Facebook user clicks your ad, you only have a few seconds to explain your product or service. If he sees that you are selling something to him, he will leave your page faster than you can realize.
A persuasive landing page may include customer rewards, promoting a Facebook issue with an RSVP link, or a link to your Facebook page. Make sure that your landing page includes a call to action, and not a sales page filled with sales pitch. Asking for your visitors to purchase your product upfront is not a good strategy.
6. Use the Right Price Option
A Facebook ad campaign can be expensive, particularly if you will not use the right price option for you. The Cost per Click (CPC) option will cost a certain amount for every Facebook user that will click your ad. Analyzing the Click through Rate (CTR) is very important to know if your ads are running well. Delivering a high CTR would lower the amount of money you need to pay for a click.
The cost of an ad will generally depend upon the head of the advertising competition within your industry. Choosing the CPM (Cost per mile) option or paying for a thousand visitors is not advisable for newbies. This may be effective only after you have proven that your CTR is high enough and can be converted into sales.
As a summary, Facebook advertisers should build relationships with their audience. After all, this is what social media are made for. Nurture them with useful information accompanied by a friendly customer service.
Just like Twitter, your business can be a trending topic that could either make or break your business. A single error or misinformation can create a public backlash online, which can trigger the downfall of your business. Likewise, you just need a single compelling wall post that can capture the interest of Facebook users who can give you free marketing that easily converts into sales and profit.