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Facebook went from being unknown a little over a decade ago to billions 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?
Probably not. 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.
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.
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.
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:
Advantages: Ads have powerful targeting parameters.
Disadvantages: Ads can get expensive, depending on your goals.
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.
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.
Facebook isn’t just powerful. It’s flexible. No matter what type of company you run, it has enough different marketing options that you can tailor your marketing efforts to fit your company, your budget, and your time constraints.
Yes, it can take some time to get to know all of its features, but it’s worth it. Facebook still is growing at a rapid pace, and every day it becomes a more indispensable part of social media marketing.
It’s also important to strike while the iron is hot. For the moment, companies that are savvy about Facebook marketing still enjoy an early-adopter advantage. Once more traditional marketers start transitioning into the space, competition will increase, advertising prices will rise, and users will become much pickier.
If Facebook is not a current part of your marketing campaign, it should be. Set aside some time to tinker around, start a few test campaigns, and see what happens. Like anything, it takes practice to get good at it.