The Potential of Facebook Marketing
When you start Social Media Marketing, it can be intimidating to know where and how to start. I generally recommend that people start with Facebook Marketing. Why? Because of its inherent potential for massive amounts of traffic.
Facebook has been around for a long time, and it’s certainly had its share of ups and downs, yet it remains that it is a massive traffic source. As of this writing, it has over 1.3 billion active users daily, and it continues to grow year over year.
Additionally, when people use Facebook, they tend to stay on the site or app for quite a while. This phenomenon is called “stickiness”, and Facebook is very sticky. Users spend a great deal of time scrolling through their feed, posting on their friends’ profile, posting in groups, and engaging with business pages.
On a monthly basis Facebook has just over 2 billion monthly active users, and 79% of Americans are reported to use Facebook, representing an amazing potential.
The goal of this article is to help you tap into that potential to grow your business.
How to Start Facebook Marketing
I will provide you with some simple, and free (or low-cost) tips that you can use to immediately start or improve your Facebook marketing.
Tip 1: Build a Facebook Business Page
Before jumping directly into Facebook Ads, it’s important to set the groundwork that will enable those ads to be successful.
Some of those “groundwork” tasks include:
- Creating your business page
- Creating or curating a few weeks’ worth of valuable content
- Growing your page by inviting your network to Like it
Hopefully you will find that you are effectively attracting your target market. If not, you now have the insight necessary to make the adjustments to attract your ideal users.
Tip 2: Start Small with Paid Facebook Marketing
Once you’ve laid the groundwork, you can begin running ads. However, I do not recommend starting your campaigns off with a “bang”. Instead start small. Your first several ad campaigns are not likely to have the ROI you’d like to see. However, those little “failures” will give you valuable insight into why it failed, and the ideas, desires, and motives of your audience. And those lessons are much better learned with a $10 campaign, rather than a $1000 campaign.
Tip 3: Participate in Targeted Groups
Your next step is to join and participate in groups where your ideal customers hang out. Before joining a group, be aware of the rules. For example:
- Does the group allow business pages to join, or should you join with your personal account?
- Does the group allow any promotional posting?
- Does the group have limitations of when and how you can promote your business?
If you’re not clear on any of these points, reach out to the moderators to ask. Not only will you gain the information necessary to be a good “group citizen” but you will present yourself as a caring and considerate business owner.
Tip 4: Create and Share Valuable Content
While there is some value in content curation, creating original content is, in my opinion, much more powerful. It allows your audience to get to know you and your brand in a way that is more intimate and meaningful.
You should consistently be creating and sharing content that is unique and meaningful to your target market. If you constantly only share promotional content your audience will likely become annoyed very quickly, and you risk being reported for “spam”. In your Facebook posts, your goal is to be helpful.
Share your insights, inspiration, information, and entertainment much more often than you post promotions. Aim for an 80/20 split.
- 80% – post content that is helpful
- 20% – post content that is promotional
Tip 5: Learn from the Competition
There’s no shame in following your competitors’ pages. In fact, it’s a great way to “keep your friends close and your enemies closer”. As you monitor what your competitors are doing on Facebook, you will likely notice trends in what they’re doing. As you monitor their engagement, you can get a feel for what works and what doesn’t within your industry.
You can then take the lessons you learn and apply then to your own Facebook Marketing strategy.
Now, I do not recommend that you copy any one of your competitors. Instead, the idea is to follow several competitors and learn from the trends that you see. The fact is, your competitors have likely gone through a lot of work, and done a lot of research. Their posts and ads will reflect how their brand is able to reach their audience. That information may not be applicable to you.
If you want your content to be successful, you need to put in the same type of work. You need to know your advantages, and you need to have a deeper understanding of your customers.
Completing these 5 tasks will equip you to create content and ads that are effective and scalable. As you complete them, you’ll be able to refine your content, your offers, and your audience. This will enable you to move into creating larger scale and larger budgeted ads and expect a reasonable, profitable return on investment.