Great Facebook marketing is not a one size fits all approach, but one piece of strategy advice I give all my clients is that social media marketing must be an integral component of your web marketing campaign.
Social media is the better, faster way to reach customers because social media sites have become the newspapers, backyard fences, and water coolers of our daily life.
At the top of our social media communication list is Facebook marketing.
Here are few shocking Facebook marketing statistics to illustrate the importance of including Facebook in your marketing mix:
- Facebook Monthly Active Users: Facebook monthly active users totaled 2.80 billion as of December 31, 2020. This represents an increase of 12% year-over-year.
- Leading Social Media Engagement Platform: eMarketer reports that Facebook is the leading social platform and business marketplace. It reaches 59% of social media users, and is projected to continue its domination at least through 2024. Interestingly enough, the pandemic renewed curiosity about Facebook’s outreach capabilities.
- Great for Small Business Marketing: There must be some pretty strong reasons over 200 million small businesses from around the world include Facebook tools as part of their marketing strategy.
What this means is that your business needs top-notch Facebook marketing to achieve its goals in this highly-competitive, attention-grabbing medium. You can use Facebook marketing to share business information, increase your online presence, build your audience, and connect with prospects and customers.
I created an easy-to-understand Facebook marketing infographic which you can download here.
What is Facebook Marketing?
Facebook marketing offers a variety of highly targeted paid advertisements and organic posts which help your business put its products and services in front of a targeted audience.
A slew of ad formats is available, including video, image, carousel, collection, slideshow and lead generation.
Start by establishing a goal, then define your target audience, upload your images and content, set a duration, and set your budget.
If needed, Facebook will create a personalized ad plan focused on your goal.
Below are some useful ideas for your next Facebook marketing campaign:
- Target an Insanely Specific Audience: You might think you know your audience but is “people over 35 who live within 25 miles of my business” really helpful? Hone in and drill down to those people who have the best opportunity of becoming customers. Would you be shocked to find out that about 85% of Facebook advertisements are targeted by country instead of a specific location? And only about 45% of these advertisements use Interest Targeting! Facebook has targeting options for location, behavior, demographics, connections and interests that deliver your ads to people who will love your business.
- Run a Simple Contest to Boost Engagement: A contest is a great way to attract attention and introduce your business to potential new customers. In one example a start-up with no marketing budget generated some 30,000 new likes over six weeks using a simple Facebook contest. Align the prize with your brand, follow all of Facebook’s rules for promotions, and make sure it is a true, legal contest.
- Create Short, Enticing Video Posts: Videos get all the attention these days. In 2018, 54% of consumers said they wanted more video content from brands or businesses they support. And that was before COVID kept everybody inside using social media for a year! Video ads have high click-through rates, and Facebook helps you reach your audience with videos created using photos and footage you already have, or with a selection of free stock images.
- Use Eye Contact in Your Images to Direct Attention: Eye contact draws viewers into your photo and creates a bond. It demonstrates that your brand is open and willing to look viewers “in the eye.” Cornell University research showed that eye contact, even with an inanimate object such as the Trix cereal rabbit, produces a powerful, subconscious sense of connection.
- Post Adorable Images of Puppies: Puppies just make people feel good – who can resist those adorable puppy eyes? Android’s “Friends Furever” commercial showing unlikely animal pairings has been watched and shared more than 22 million times. Heck, even the gecko commercials have been watched over 25 million times, more than any other car insurance company!
- Target the Leads You Already Have on Facebook: Use lead ads to encourage people to contact your business for more information. Make it easy and user-friendly, especially for your mobile-savvy prospects. Lead ads allow viewers to request specific information, and they help you capture customer details for later targeting. Facebook lead ads can be used to collect newsletter sign-ups, follow-up calls, price estimates, and other business information.
- Clone Your Main Revenue-Generating Audience: If you really know your customer base, and simply want to expand it, find more people exactly like them by creating a lookalike audience. Here Facebook works to match the people in your existing audience to profiles of potential prospects from its database of over 1.1 billion people.
- Humanize Your Brand with Fun Employee Photos: If you want to make an instant connection, employee photos can add a nice “face” to your business. Don’t just use headshots of smiling people standing in front of your building or logo, though. Use fun photos of your team in action, helping customers, or just running a good business others want to know, but make sure you have signed permission to do so.
- Only Pay to Promote Your Best Content: You can use your Facebook stream to share different information about your business to an existing audience at no cost, but you should only pay to promote your best content to a bigger audience. Use the metrics at your disposal to identify your top-performing content, and then take advantage of Facebook’s highly specific audience-targeting to boost your top posts with a paid promotion.
- Use Emojis in Your Facebook Marketing: Have a little fun, and add some of today’s quirky emojis to your Facebook marketing. Most millennials believe emojis communicate thoughts and feelings better than words do. You will even see better engagement and a higher click-through rate on the same ads with and without them.
Energize your Facebook marketing results with Search Engine Pros, a full-service, multi-touch online marketing services agency. Call 800-605-4988 or schedule a consultation and learn how the experts at SEP can incorporate these ideas into your marketing strategy!