There are several hundred similar posts on the internet which tells how to market your business on Facebook, so why do we need another one? Well, for a start, many of these posts are random ramblings without any concrete action plan of how to go about using Facebook for your business. Secondly, a large majority of these given an impression that Facebook is a magic wand for your business. Trust me, it’s not.
I’ve been on Facebook for a while and I’ve seen it evolve from a time-killing activity to world’s leading social media network. Though it was never developed as a business tool by its founders, it always had the ingredients of a blockbuster especially for small and mid-sized businesses.
Here’s my mantra of how to market your business on Facebook.
Identify your audience
While it seems the most obvious thing to do, I’ve seen several businesses goof up on the very first hurdle when it comes to using Facebook for marketing their business. Good marketing to a bad audience is equally catastrophic as poor marketing to a good audience.
Though there is no doubt that Facebook is all the range amongst the younger generation especially, it is gaining acceptance amongst people of other age groups as well. Be it baby bloomers or teens, Facebook seems to be popular with one and all. Of course, geographic demographics are crucial when selecting your target audience. Though Facebook is a global phenomenon, there are several countries where it plays second fiddle to other social networks such as Twitter, Myspace and Orkut.
Profile – First Impression is the last impression
Your profile is your online identity and it forms the basis for all customer impressions – be it positive or negative. Therefore, it’s crucial to build an impressive profile which provides information about your business’ products and services. Facebook profile has plenty of room to accommodate all the usual business information including Personal Info, Work Info, Photos etc.
Profile pages are a great way to redirect traffic to your business website. Since your contacts are displayed on your profile (unless you choose not to do so), it lets user know about your circle of partners, customers, associates, and friends on Facebook.
Facebook Pages
Facebook Pages serve as the online meeting place between your business and your customers. Pages promote bi-lateral dialogue between a business and its customer community. It also provides a platform for customers to interact with each other and recommend prospect customers to a business.
Applications
Unfortunate as it is, I think a majority of businesses are missing the goldmine of opportunities offered by third-party Facebook applications. Privacy is one of the major deterrents to widespread application of Facebook applications in business space.
The recent collaboration of Facebook and Skype is an excellent case in point of how applications can leverage Facebook’s power to true business potential.
Facebook Marketplace
I’m surprised at the poor awareness about Facebook Marketplace, especially in the business community. Marketplace is Facebook’s classifieds listing service where a business/ individuals can post a for-sale ad or wanted ad in any of your networks for free. Posting your ad in multiple networks costs merely $1 per network per listing. I’ve found Marketplace as an effective medium to promote retail products.
Of course, there are several other means of marketing using Facebook – Messages, Events, Groups, advertising tools such as Social Ads, Beacon and several others. Once a business has got its Facebook marketing basics right, it’s a matter of time and effort to explore the true genius of Facebook Marketing.
Well, for a start, what is Facebook?
Secondly, where do I find it?
Thirdly, love your mantra:
1. Identify your audience
2. Profile – First Impression is the last impression
3. Facebook Pages
4. Applications
5. Facebook Marketplace
Fourthly, thank you!
Thanks Dan for pointing those out. I’m going to leave that opportunity to other commenters to explain 😉
i. What is Facebook?
ii. Where do I find it?
We see a lot of companies struggling on Facebook because they are forgetting they need to drive people there with advertising and other off-line marketing. This is especially true with youth. Use traditional and non-traditional marketing on and off campus (when it makes sense) to help drive your Facebook strategy.
You’re right Jason. Your Facebook strategy should be part of your total marketing mix but it should also be systematize enough to generate targeted leads that ultimately would become paying customers.
Great post Douglas. I had forgotten about Facebook’s classified ads and I had not heard of the recent collaboration between Facebook and Skype. I’ll definitely look into it. Thanks for bringing it to my attention.
You’re welcome Sherryl.
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Thank you Brian! Welcome to the Smedio community.
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