Whatever type of business you are running, Facebook can be a great tool for you to use and reach out to your audience.
Facebook is constantly evolving and getting more refined when it comes to marketing.
However, there are things that you should and should not do, when it comes to using Facebook as marketing tool.
In this guide, I’ll tell you exactly what are the right ways of using Facebook as marketing tool.
The guide is a beginners’ introduction to Facebook marketing.
Is Facebook still popular?
In 2018, Facebook had around 2.27 billion active users. That is 1/3 of the world’s population!
More than 1.4 billion people use Facebook every day, meaning that your potential customers are definitely among these users!
I have read many articles on the Internet, stating that many people under the age of 25 are turning their backs on Facebook. You can read more about it here: Facebook losing its grip on young people.
However, when it comes to marketing a product you want to sell, you would mostly do so by targeting those who can actually afford to buy your product.
This is why the fact that Facebook is losing popularity among young people does not worry me at all. At least not in 2019.
As long as adults are using Facebook, you can carry on using your Facebook marketing strategies.
Using Facebook as marketing tool (the right way)
I have seen many people think that setting up a Facebook page and then just letting it sit there, will do the trick.
One post a month and their audience will come crawling.
Like with anything, when it comes to marketing, you need a solid strategy.
Unfortunately, there seems to be a lot of false information out there on how to use Facebook as marketing tool, so it is important to understand what works and what doesn’t, so you can put all your efforts towards using the right methods.
Organic and paid advertising with Facebook pages
If you do not yet have your own Facebook page, feel free to head to my Creating a Facebook Business Page easy guide.
If your Facebook Business page is already up and running, please read on 🙂
When it comes to advertising via a Facebook page, there are 2 ways you can do so:
#1 Reaching audience organically
When you set up a Facebook page, you can invite existing customers to LIKE it.
Every photo, video or status you post, will now reach your existing audience. This is called “organic reach”
In simple words, organic reach is when the audience has come to you without the need of a paid ad.
For example, if you type into the Facebook search bar: “Pet Monitors UK”, Facebook will give you a list of pages belonging to companies that sell such products.
You liking this page, will be an organic LIKE.
Unfortunately, unless you are a well-known brand, growing your audience is very difficult on Facebook, without the help of paid advertising.
This is because Facebook is a social media platform and as such, interaction between users has got priority over everything else.
The users’ home page always give priority to users’ posts, rather than pages’ posts.
On top of that, your posts will only be shown to those people who regularly interact with your page. Unless you pay for it, of course…
#2 Using paid adverting
Facebook ads can be created to target specific geographic areas, ages, interests, employment status, education levels, devices used and more.
You can literally get as granular as you like. This will allow you to target your perfect audience!
You will be able to track the engagement your FB ads get and make any changes needed to improve your advert, as well as doing split testing to see what works best.
There are many different types of ads you can choose from and one of the best ways to decide the type of ad to run is to look at what your competitors are doing.
Running Facebook adverts can be quite costly, so make sure you do all the necessary reading and carefully study your audience, before you go ahead with it!
Using groups to reach your audience
Facebook groups can also be created to reach old and new audience.
The only downside to it is that you cannot use paid advertising for a group, which means that you will have to hope for your group to be found and joined by whoever is interested in your brand.
Groups are free just like Facebook pages, but can end up being more time-consuming, as you will constantly need to monitor people’s discussions, questions and so on.
However, I do feel that groups are a great way to show your audience that you care about their opinion!
7 common mistakes you should not make when using Facebook as marketing tool
The moment you have been waiting for…
You will be surprised how many people out there make these mistakes!
Knowing what these mistakes are, will help you focus all your energies on what really works:
#1 – Using your personal profile to promote your products
There is nothing more annoying than seeing a friend of yours constantly posting about a product you are trying to sell.
Your friends are on Facebook because they want to keep in touch with you.
Furthermore, just because they are your friends, it does not mean they will ever be interested in your product.
#2 – Constantly begging people to buy your product
Another annoying thing you see on Facebook Pages is people begging you to buy your product.
I see this a lot when looking at bands’ pages. “Buy my CD, buy my merch, buy this, buy that”, every day!
This will only lead your audience to hide your posts or even unlike your page!
#3 – Inviting friends and family to like your page
Don’t get me wrong. This can be a good idea if you are just getting started and you want to boost your page by a few likes, just to appear as a more attractive brand to your potential customers.
Just do not expect to make money out of your family and friends…
#4 – Private messaging people with your sales pitch
This just comes across as desperate.
Trying to message everybody, using your private profile, not only does it mean you do not know how to do business but you will end up annoying your close friends
#5 – Being inactive on your page
An inactive page becomes irrelevant. Facebook only wants to give its users a good experience and if a page becomes inactive for too long, then the amount of organic reach will drop.
This is so that priority is given to what the user interacts with.
If you do not give your users a chance to engage, then there will not be any interaction!
#6 – Ignoring negative feedback
Negative feedback should be taken as a way to improve your brand and product. Don’t ignore it!
An unhappy customer can quickly spread the word and ruin your reputation if they want to.
You could miss out on turning the negative feedback into positive!
#7 – Not embracing the social aspect
I see many admins post regularly on Facebook, which is great, but all they post is about their products and brand.
Remember that Facebook is a social media platform!
Post some funny videos, memes and so on, related to your business.
Post interesting articles and show your audience that there is a human behind that screen and I guarantee you will see an increase of engagement!
Facebook is a flexible marketing platform and has all the tools you need to market your brand the right way.
It will take time to get the hang of all the tools they offer but is definitely worth it!
Facebook is bound to stay for a very long time, so you should definitely take advantage of its powerful marketing features.
Get started now and try to avoid the 7 mistakes above to minimise wasting time of things that do not work!
Are you going to use Facebook as marketing tool? Is there anything you think I should add to this article? Please feel free to leave a comment below or email me directly at firstname.lastname@example.org