Identifying with Your Facebook Audience
Your 7-year-old niece is on Facebook. Your creepy uncle is on Facebook. Heck, even your grandmother is on Facebook! Social media has become a ubiquitous global institution, and no social media platform is more popular than Mark Zuckerberg’s $200 billion empire. For us as individuals in our personal lives, Facebook has become a mindless indulgence, but for us as marketers, it has become a vital tool in audience engagement. And if you want to reach your target audience, you have to get creative with how you engage with them.
Facebook marketing is a combination of articulating a distinct voice and tone and using that expression to sell a product or service. If we hope to resonate with our audience and engage them to the point that they are willing to take a defined and tangible action, there are a series of important best practices that we all should adhere to when developing, creating, and optimizing our Facebook marketing efforts.
It’s important to have a thorough understanding of your audience and the voice you plan to use to reach them before you ever begin. Once you have a philosophy in place, you can begin to take your first steps toward social marketing supremacy. Let’s delve into the particulars of starting strong with your business’s Facebook page.
- Your page name should, of course, reflect your company and the products and services you provide. Avoid spammy, misleading words or phrases, and don’t attempt to appropriate irrelevant keywords. (Hot tip: Google considers the first word in your Facebook page title the most important, so make it count!)
- Your URL is customizable, which means that you don’t have to settle for the lengthy, incoherent string of characters of a default web address. Once your page has 25 fans, you can create a custom user name to be included in your URL slug. This will make your page easier for your audience to remember and also perfect to include on your outward facing marketing assets, such as your business cards or any ad listings.
- You will want to complete your profile fully, including your company’s phone number and address, as well as a quality, professional profile photo. Preferably, your cover photo should be sized for visibility and should retain elements of your branding (colors, fonts, style, etc.). Your “About Us” section is a great place to emphasize your company’s values, processes, and unique value proposition. Fill out your short description with concise, direct wording using targeted keywords and linking back to your primary website.
- Remember that keywords are just as important on Facebook as they are in any other form of indexed digital marketing, so utilize your SEO skills to improve your placement on the search engine results page. However, don’t alienate potential customers with excessive verbiage that detracts from the messaging.
Connect and Comment
Like all other social media tools, Facebook offers everyone an opportunity to connect with your audience. Facebook offers businesses and users the ability to communicate directly. Users can ask questions or make comments, and your timely response can often result in a new lead and a new client.
Research and Respond
Facebook is full of wonderful analytics to measure your success and areas in which you could improve. Page insights measure your viewer engagement over time, showing your likes, your reach, and your interaction with each post. Facebook will also suggest “Pages to Watch,” which allows you to learn more about your competitors and keep track on relevant industry news. You can discover which engagement tactics are working for them and learn more about your core demographic. Use what you learn to change your strategy as needed to keep your fans engaged.
Learn more about Page Insights here: https://www.facebook.com/help/336893449723054
Paid Is Essential
Facebook is evolving to cater more to businesses that are willing to spend money on paid search. Organic reach has become more limited; recent research shows that organic reach has dropped to about 2% for pages with more than 500,000 likes, which means that if you want to be successful on Facebook, you’ll likely have to start shelling out the cash. Luckily, advertising on Facebook is simple, flexible, and cost-effective.
When considering a budget for paid search on Facebook, you need to consider how much a new lead is worth to your company and which one of your services or products generates the most revenue. Boosting your posts is relatively inexpensive, and your reach increases exponentially with every dollar you spend. Like any other form of online marketing, constantly test your ad copy, monitor your ad results, and consistently review and refine your paid strategy.
For more information, you can visit the Facebook for Business blog.
As it is for all forms of marketing, connection and communication are at the core of Facebook marketing. The goal is to build an audience who truly values your company and your services, but you should also infuse elements of your personality into your efforts. After all, you are inviting people into your world, you might as well make sure they’re comfortable. Phrase your words in a way that provides real value for your viewers, and provide content that is meaningful and relevant. (Sharing pertinent links, crisp images, and current videos doesn’t hurt either.)
If you still aren’t sure about how to implement an effective, affordable, wide-reaching social media marketing campaign, please contact us to learn more about how we can help!