Facebook marketing isn’t about creating a page and inviting your existing friends to like it. It is the wrong approach to marketing on Facebook.
Whether you sell a product or offer a service, or just want to build an engaging Facebook page the right approach is important.
Yes I know, we have an issue with the organic reach of the content being shared on pages and it is diminishing day by day as more and more content is being added by businesses on Facebook but it is part and parcel of marketing on Facebook.
You can take it with a pinch of salt but there is a new way of looking at it as well. Facebook is making sure, it populates user’s timeline with more related content by removing the froth. It is in the game to care about the users (and advertisers). So as a business, you will reach a genuine users who has very little clutter in his or her timeline.
So, the question is how to use Facebook as a marketing tool to get maximum out of its organic reach.
In this article, let me share with you my experience of marketing on Facebook for one of my client where I am generating much better activities for his business.
1. Start With a Goal in Mind
Every Facebook marketing article will tell you to start with a Facebook page and it is really important as well but before you start using Facebook for marketing, it is important to have the right frame of mind with marketing on Facebook.
So according to me, the most important aspect to any marketing efforts is to have some target or goal in mind for the business.
What is the target for your business and why you are marketing it on Facebook in the first place?
- Is it to get more likes for the page or is it to get more sales for what you are offering?
- Is it to get more shares for the content or is it to get more people to visit your stores?
- Is it to get people to comment on the post or is to get more people to get in touch with you for what you offer as a service?
Once you are clear with the goal, it will become much easier to focus on the right way to market your business on Facebook.
Everyone starts with an aim of getting likes to the page but that is a wrong approach, approach marketing on Facebook with your business at its epicenter. You don’t want to grow your Facebook following but you want to grow your business and have a goal of using Facebook as a tool.
2. Define an Ideal Customer
Now, everybody loves food, so initially one may be inclined to think, we have a huge target audience.
But if one observes, the products that client offers weren’t very popular among Indian families because they prefer traditionally cooked food over ready to cook food products. So I came up with the following list of potential customers for the product who may not want to spend too much doing the cooking but still want to have good quality home cooked products:
- People on travel abroad
- Students living in PG / Hostels
- Travel freaks
- Camping enthusiast
- Bachelors (Doing a job)
- Single Parents
- Frequent Hoteliers
So on and so forth. One can also drill down further and provide the exact specification for the target customer.
- Ideal age of a customer
- Will male or female will be more interested in the products. (For my ready to cook food client, males preferred the product over females but among women, working women ordered products in bulk.)
- What will be the occupation of the customer? I found that IT Professionals in a metro city ordered the products more frequently.
- Will married people prefer the product or it will be preferred by bachelors, divorced or single parent?
- What is their education level?
- What is their monthly income?
- What language do they speak?
- How health conscious are they? (This was applicable to my client’s products)
- Do they live in urban areas or rural areas?
- How regular are they on social media platforms?
- What gadgets do they use in their daily life?
You can go on creating a long list of important details of your potential audience.
3. Analyze The Competitors
Note we aren’t talking about the competition but the competitors. Even if you are in a very competitive niche, we aren’t concerned about the competition because we don’t yet consider to start advertising as yet. If you are into a competitive business, so be it and we are using Facebook as a tool to market your business and bring in sales.
So study your competitors as to what they are doing online especially on Facebook.
- What offers they are coming up for promotions?
- What kind of product combinations do they offer?
- How they are managing their social media presence?
- How active they are on social media?
- Try ordering some items from them and see how they offer the after sales services?
- Do they have a support team for the orders?
- How fast do they respond to messages on Facebook?
Analyze your competition and be prepared to better what they offer by a big margin. Not necessarily on the price but definitely on the perceived value of the product.
4. Engage the Audience with Variety of Content
The most important aspect to any marketing efforts is the right content to the right audience. There are many types of content that work on Facebook:
- Inspirational Quotes.
- Live Video.
- Fun Stuff.
- Video Content.
The important aspect is to understand the kind of content that can work with your target audience and provide them with the right mix of content on a consistent basis from the wide range of content that can make the audience engaging. The idea is to understand one has to create engaging content to make an impact on Facebook. Even non-viral websites can do Facebook marketing but one has to understand the kind of content it needs to create.
5. Free Stuff & Giveaways
Free stuff and giveaways can help any business to get those initial set of customers that any business needs online. It is one of the best methods to get good reviews selling at Amazon India.
One may be wondering the free giveaways can only be products but that’s not true. As an example, if you are a local plumbing company announce free repairs for leaking taps to gather some Facebook reviews.
6. Use Power Words
Here is an article which shares words that resonate with buyers. They have shared an exclusive list of popular adjectives, phrases, verbs, and words to be used to enhance your content:
Or Use the Following Call to Actions
- Join Us
- Join Now
- Get started
- Yes, am in
- Yes, I want it
- Download for free
- Hurry! x days left
- Limited stock
- Closing soon
- Offer ends soon
- Last chance
- Members only
- Subscribers only
- Contact us now
Using the right mix of engaging content with power words to make the most of the impact on social media.
7. Facebook isn’t the Only Social Media Marketing Tool
Yes, it is true. There are many more online marketing options for small businesses. Facebook isn’t the end of the world. Facebook works for most of the business but if it doesn’t bring in more customers to your business, don’t hesitate to use Twitter, Pinterest, SEO or even Google+.
Further Reading …