Face Book Marketing

Definition

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Facebook went from being unknown a little over a decade ago to of people using it today. Has there ever been a success like Facebook?

And perhaps more importantly, with that momentum, do you think there will be anything that will stop it? Will it go from billions of active users to millions or even thousands over the next decade?

Features

Facebook is here to stay.And with such a large user base, ignoring Facebook really isn’t an option for most marketers. You can bet your ideal market is using Facebook nearly every day. The question is: how do you target all of those users with your marketing?

The good news is that the Facebook advertising platform allows you to zero in and specify the type of people you’re looking for. You can target by location, demographics, and interests.

In this guide, I’ll show you the basics of how to use Facebook to your advantage. The guide is aimed at the beginner who wants an introduction into marketing their business on the world’s largest social network.

Who’s On Facebook?

Facebook may have started out as a social network for college students, but, by now, nearly everyone with an internet connection is using it. The minimum age requirement is 13, and there is reason to believe it is being used by all other age groups.

Facebook doesn’t publicly release data on their most popular age group, but a survey by Pew showed that social networking is most popular with the 18-29 age group. Its popularity decreases with age. It is least popular with those 65 and older.

I can assure you that, no matter what age group you’re targeting, there will be more than enough of those users on Facebook.

Pages

Facebook pages are similar to profiles, but for businesses, organizations, and public figures. Users can “Like” a page, which means they’ll automatically receive updates from that page in their news feed. Users also have the option to “Like” a page but not follow it. (Users also can follow some profiles.)

Advantages: Pages are free and easy to set up.
Disadvantages: It can be hard to get a foothold and build a fan base with a page.

Ads

Facebook offers a fantastic targeted advertising platform. You can create ads targeted at specific geographic areas, ages, education levels, and even the types of devices used for browsing. Facebook also lets users close ads they don’t like and “Like” a page right beneath an advertisement:

Groups

Facebook groups are similar to discussion forums, but with additional features that pages and profiles have (like a wall). You can create groups related to your industry or product offerings as a way to reach out to potential customers.

Advantages: Groups are free and have high levels of engagement.

Disadvantages: Groups can be very time consuming.

Profile Photo and Cover Image

Your profile photo should be your logo. Simple as that.

The cover image is a different story. It’s really up to you to decide what to put here. Some use photos of employees, while others use fancy artwork and put their contact information in the cover image. Pick a photo that will enhance your page and draw the eye of your visitors.

“About” Section

The “About” section is prominently placed right below your company logo. This is your chance to tell anyone coming to your page what your business does.

Make sure you put good information here, telling people what you’re company does, why you’re different, and other interesting details. If you can, take the time to write it specifically for your Facebook audience. You can copy the text from the “About” page of your website or blog, if you’re in a pinch. Be sure to fill in all of your data under “Basic Info.”

Targeted Advertising

Because it gathers so much demographic information about its users, Facebook has one of the best targeted advertising programs online. You can target users based on virtually anything you might find in their profiles, as well as track your success with each segment.

Ads can be run on a per-impression or per-click basis. Facebook shows you what bids are for ads similar to yours, so you know if your bid is in line with others in your industry. You also can set daily limits so there’s no risk of blowing your budget.

Types of Facebook Ads

There are a number of ad subtypes you can choose from.

You can create ads that direct to your Facebook page, or to a site not on Facebook. You can create ads to promote a Facebook event, complete with an RSVP link. You can create ads for mobile app installs and app engagement.

Users Can Hide Your Ad

Facebook used to offer the option to “Like” any advertisement on Facebook. Not anymore. People can “Like” an advertisement (if it’s that type) or hide the ad. Upon closing an ad, Facebook asks the user to specify why they didn’t like it.

It’s valuable information, providing insight into why your ads might not be doing very well.

How to Market with Pages

Facebook pages are the simplest, easiest way to get started marketing with Facebook. They’re free, relatively easy to set up (at least in their basic forms), and incredibly flexible. There’s not much of a downside, either.

Unfortunately, many companies don’t use them to their full potential; or worse, use them badly. These guidelines will help you avoid making those mistakes.

Powerful Targeting Options

As already mentioned, Facebook has some of the most powerful targeting tools of any online advertising program.

You can target by virtually anything on a user’s profile. You might start with the location, if that’s important. You can specify either city, zip code, county, or state. This works particularly well for local businesses. From there, you can choose basic demographics, including relationship status, age, workplace, education (including major and years of attendance), birthday, and much more.

You can target ads to people who have recently moved. So, if you own a gym in Scottsdale and want to find all the individuals who recently moved to the area, you can target your ads and ad copy to those individuals.

You also can target people based on their interests. Say, for example, you have a product that’s targeted at baseball fans. You could enter baseball in the Interests field.

Or, maybe you’ve written a book and you’re sure that people who like another certain book will like yours. Enter the book’s title under Interests, and you’ll specifically target those users.

Customize Your Ads

The other big advantage to tightly-targeted ads is that you can create different ads for different demographic groups. Better-targeted ads are going to garner better results.

If you’re targeting baseball fans, you might create individual ads for different popular teams. You could have one ad specifically aimed at Red Sox fans, one at Yankees fans, and another at Cubs fans, and then have those ads shown only to people who have indicated in their Interests that they are fans of those teams.

Or, let’s say you’ve targeted people based on their love of a particular book. You could mention that book in the ad itself to make it more likely to catch their attention. Create different ads for different books, and then target accordingly.