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June 26, 2011

2

Social Media Marketing – Facebook

by Marketing Made Easy
Online Marketing

Many, many sellers underestimate the power of online marketing. NO ONE will know who you are unless you push your way to the front!

If you are not involved with Facebook, LinkedIn, Twitter and other forms of social media marketing, finding your business will be like finding a needle in a haystack.  Your competitors will steam ahead and you’ll be left behind.  Today, we are going to focus on marketing using Facebook.

Facebook

Currently Facebook boasts somewhere in excess of 400 million users and is growing by the second. If it were a country it would be the third largest in the world behind China and India only, so the chances are that some members of your ideal target market reside in and visit Facebook land.  But how do you find them? That’s the trick!

There is nothing more effective in pure response than Google AdWords campaigns, however Facebook’s advertising platform is a vehicle worth exploring. The tool allows you to showcase small display type ads in the right sidebar of Facebook pages and profiles.

One of the best things about Facebook advertising is the ability to select who sees your ad. You can precisely target your audience by using a number of variables, including geography, age, gender, education, relationship status, workplace and keywords. Demographics are reasonably straightforward so you are best to expand your keywords to the specific point where you have a large enough market to get the greatest advertising advantage.  Targeting options allows you to tailor your exact marketing needs.

One of the first things you should decide is whether you want your audience to be directed to your business website or your Facebook page, event or group.  The “Become a Fan” or “RSVP” buttons allow customers or friends to immediately interact with your business.  Sending your customers to your website has some benefits, however by sending your target audience to your Facebook page you have the ability to increase their actions through the ‘social’ activity that occurs when someone becomes a fan or RSVP’s to an event.  If you choose to direct your business to your website, ensure you immediately ‘engage’ your customer by providing them with a interactive tool.  Chances are if they interact with you, they’ll stay to view your site.

Who is your Target Audience?

Consumers want to do business with brands they trust!  When your customers view your business as an advisor rather than a self-serving sales steam engine, you will experience less resistance.   Put your prospects’ needs first and foremost and assist them to make a sound, informed decision rather than pushing for the sale.

Consider putting white papers on your Fan Page and promote a free event that educates your customers and that includes information about your competitors.  Customers want to do business with someone they can trust. More information on white papers can be found here.

Your advertising space is limited by size, so use it to your best possible advantage.  Your headline should be an “attention grabber.” If you haven’t answered the customers question in around 3-4 seconds you can kiss them goodbye for good!  You will have a chance to post images and describe and educate your customers in the body of the advertisement.

Online buyers are very image driven and the visual graphic you choose will make or break your sales. This is an element you must plan on testing.  Please read our earlier post on the benefits of great photography when selling online.

Carefully Budget

Facebook advertising is similar to AdWords; you bid for keywords and compete to get your ads shown.  You can choose between a cost per click (CPC) model where you pay only for clicks and a cost per thousand (CPM) model, where you pay per 1000 ad views. Most research supports that the CPC model is slightly more effective in terms of return on investment (ROI.)

To start your campaign you must determine a daily budget. Initially you are just testing the water, so you’ll want to set your daily budget to an amount you can live with.  Start low as you can always adjust these amounts at a later date. Facebook ads manager is full of useful information and can help you with any questions you may have on formulating a budget, making changes or deleting your campaigns etc…

You can create multiple ad versions, which can assist in determining how effective each ad has been.  You can easily view the success of the advert by how many clicks the advert has received.  Remember, you will achieve a better response when your advert is accompanied with a great image.  Improving your ads on Facebook is a constant requirement, so please visit the Facebook help centre before you go launching your business and hard earned dollars into the Facebook advertising abyss.

Once you create and launch your campaign you’ll need to start tracking and tweaking. Facebook Insights is a great reporting tool that can give you information on keywords that drew customers to your ad.  Visit Scubamarketing YouTube page where they walk you through this Facebook function, here you will learn how to narrow or broaden your targeting.

Insights, Facebook’s fan Page traffic analytics service, is going to start measuring click-through rates (CTR’s) and engagement rates (“ETR’s”) for Page content that appears in users’ news feeds.  These new metrics are another step towards helping Page owners more accurately understand what sort of content users click on and engage in so you can tailor your posts accordingly.

More information can be found in the Facebook help centre and from the very useful blog Inside Facebook.

Written by Peta Di Palma

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2 Comments Post a comment
  1. Sep 29 2011

    Wonderful blog! Do you have any suggestions for aspiring writers? I\\\\\\\’m planning to start my own website soon but Im a little lost on everything. Would you suggest starting with a free platform like WordPress or go for a paid option? There are so many options out there that Im completely confused .. Any suggestions friend? Thanks a lot!

    Reply
    • Sep 29 2011

      Hi James, you are in the throws of starting your own business. As a new business owner, it’s imperative to keep costs down to a bare minimum. There’s absolutely no reason to start dishing money out on a website. These days the freebies are as good as any other! As a writer entering business, you may like to consider forming a strategic alliance with blog owners or online magazines. You could provide the writing material and in return they would you free advertising space on their home page or in a prominent position! If you agree to an alliance such as this, make sure you have limits on the amount of articles you are expected to write.

      Reply

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