In the ever-changing world of digital marketing, it can be hard to keep on top of each new trend that comes along, but it’s usually worth the effort. When Facebook launched in 2006, businesses could be forgiven for thinking the platform wasn’t for them. But it has revolutionised not just the social media landscape, but the world of digital marketing in the past 10 years, proving that thinking outside the box to reach your audience and how you can use platforms that might not be ‘made for you’ are vital if you want to get ahead of your competition.
Although the platform’s teenage user base has dropped around 40% in the past year, it still has the highest number of monthly active users of any social platform, with an estimated 2 billion people logging in each month.
If your audience is over 20, they’re almost definitely using Facebook, and if they’re under 18 there’s a good chance their mums or other family members are instead. This means that you can reach almost anyone via Facebook advertising. But advertising on Facebook comes in many forms. We’re here to talk you through them.
How do I use Facebook to promote my business?
First, there is paid advertising. Ads run through Facebook Business Manager are relatively low cost compared with other social platforms, and the reach is significantly higher. You can select who will see your ad based on their age, gender, location, and interests to ensure that only those who are interested in you will see you.
In the last two years, 2 million people started advertising on Facebook. This just goes to show that it’s never too late to join the party. Facebook has honed its platform to a point where all industries can benefit from it – surprisingly, it’s legal services that boast the highest Facebook ad click through rate (CTR).
If you’re not ready to launch a full ad campaign, Facebook’s option to boost posts is cheap, easy, and effective. You select one existing post that you’ve already shared, and ‘boost’ it to people within your chosen demographic.
Boosted posts runs over a set time to your maximum set budget, so you can spend as little or as much as you can afford. It’s a great way to increase visibility and awareness of your brand, and attract new followers to your company page.
This is simpler not only because you don’t have to write any new content (you just recycle existing posts) but also because you don’t need to use the Business Manager to do so. What’s more, you can tactically chose the post that is already performing best with your existing audience using Facebook’s analytics tool Insights – if it’s going down well with people who like your brand, you can take that a good sign that it will attract new audiences.
Of course if you have no budget, Facebook is free to use for brands in the same way as it is for individuals. You’ll need to set up a ‘Page’ or ‘Group’ (or both) rather than a profile, as Facebook seeks out those using the wrong options and will shut you down.
It can take time to grow your following, so make sure you’re sharing your Page or Group on your website, in your newsletters, and to all your existing contacts. You can even offer discounts or freebies for those who follow you. It’s a chicken and egg situation: the more you post, the more your following will grow. So though you may not want to start posting without followers, they will naturally start to arrive once your page is active and populated.
Posting on Facebook should be strategic, and based on research into your specific audience. For example, if you are selling a product, your followers don’t want to feel like they are having that product pushed at the all the time – remember, it’s just one click to unfollow you, so don’t annoy your audience.
Mix your salesy posts with industry insights that place you as an expert in your field, or some behind the scenes shots that give a feel of your brand’s personality. You can also use polls to spark conversations and carry out free customer research, and Stories for quick updates when you’re out and about.
It’s a lot to take in – there are many ways to use Facebook to your advantage, and ultimately it comes down to you, your company, and your industry, but one thing’s for sure: your audience is already there. Don’t forget that because Facebook also owns Instagram, there is some natural crossover – read up on Instagram here.
If you’re stuck on social media, and want help honing your digital marketing prowess, get in touch with our team of experts today and find out what OggaDoon could do for you.