Using Facebook for Business Marketing in 2021 | Pepper Content

Using Facebook for Business Marketing in 2021

Team Pepper
Team Pepper
Posted on 28/08/2112 min read
Using Facebook for Business Marketing in 2021

Table of Contents A Step-by-Step Guide to Setting up Facebook for Business Creating a Facebook Page Leveraging Facebook Ads Types of Facebook Posts Creating a Facebook Marketing Strategy in Six Easy Steps Measuring the Success of your Strategy with Facebook Analytics Facebook Groups Conclusion FAQs It’s a rapidly changing world with something disruptive happening every… Continue reading Using Facebook for Business Marketing in 2021

Table of Contents

  • A Step-by-Step Guide to Setting up Facebook for Business
  • Creating a Facebook Page
  • Leveraging Facebook Ads
  • Types of Facebook Posts
  • Creating a Facebook Marketing Strategy in Six Easy Steps
  • Measuring the Success of your Strategy with Facebook Analytics
  • Facebook Groups
  • Conclusion
  • FAQs

It’s a rapidly changing world with something disruptive happening every other day. In times like these, if you are running a business, one thing is clear: you have to exist where your audience exists. Businesses today have to prove their relevance to their audiences, and the best way to do that is to have a significant social media presence, especially on a platform like Facebook.

Facebook’s dynamic nature is what makes it such a unique platform. It exists as a social networking site and a rapidly evolving content platform, giving users many reasons to spend significant amounts of time on the platform.

 Thus, it’s a no-brainer that Facebook has become an important medium to leverage for your business marketing.

Did you know that 59% of the world’s social networking population (according to Emarketer.com) access Facebook?

David Ogilvy had once famously expressed his love for direct mail marketing, where you reach your consumers with no distractions and more impact. Facebook works in a similar way where your business can have a one-to-one interaction with your consumers. The best part about this mode is that it is a two-way conversation where you can hear your consumer’s opinions and speak to them in real-time. Social listening has become a cornerstone for growth on social media.

But let’s not get ahead of ourselves. Let’s start with the basics and understand how Facebook social media marketing works. Here are some effective Facebook marketing tips.

Step-by-step Guide to Setting up Facebook for Business

Each social media platform is unique, and here are some Facebook marketing tips on the benefits accruing from business pages on this social media giant.

1. Tapping a part of a massive captive audience

Did you know that a quarter of the global population is active on Facebook? That’s a whole lot of captive business, with some segments being relevant to your business. The trick lies in expanding your Facebook followers’ list and using compelling content to coax them to take action, leading to fruitful conversions.

2. Use your Facebook advertising strategy to target the options

Facebook presents several exciting advertising options that let you target your buyer’s persona easily. With customer data already collected by Facebook, it is easy for you to predict your customers’ next move. Your ads should be relevant to your target audiences’ location, likes, dislikes, interests, gender, reaction, and more.

3. Garnering your audiences’ insights

You should make the best use of Facebook analytics tools like Keyhole or Buffer to gain crucial information about your audience demographics. These analytics tools help you determine which posts go down well with your target audience and help you formulate a winning Facebook advertising strategy.

4. Managing your audiences via FB groups

Facebook presents one of the easiest ways of building an online brand community – forming an FB group that resonates with your target audience. Once the group grows, you can promote your business page in this group, and they will share your posts multiple times. Facebook now allows businesses to manage groups on their business pages.

5. Increase traffic, and get better conversion

Your Facebook marketing plan helps you generate more traffic, leading to better conversions through your business page. You can add images and short videos to your blogs and share them regularly amongst your groups. The use of CTA buttons on your blog can drive traffic to your website and increase conversions.

Creating a Facebook Page

Creating a Facebook page personalizes your brand making it an entity that a consumer can interact with. These pages should help a consumer understand the brand in a better way. A particular business can show its products and service offerings and share content on how to use these products and services, thus engaging with a consumer in depth. This shows to what extent your business is prepared to provide value to your customers.

Using Facebook insights, you can understand what resonates with your audience and then curate your videos, posts, and other content formats accordingly. Of course, you must think of a balanced way of creating content that showcases your products and services and engages your visitors enough to like, share, and comment. 

Leveraging Facebook ads

You can leverage Facebook ads that place your product and services where it can grab the most eyeballs.

Apparently, Facebook accounts for more than 9% of digital advertising and 18.4% of global mobile digital advertising, according to an Invespcro report.

Facebook ads have a specific format with a headline copy, an image with a short description, and a click-through link that can be linked to any outside website or even your very own Facebook page.

These ads drive traffic to your website or your Facebook page and especially work well if you have something new to offer.

Here are some of the features that Facebook ads offer:

  • Your business can target your consumers based on age, location, and interests. Remember, the power of direct marketing is supreme, and this is where Facebook wins big. 
  • With everyone in the Indian economy shifting their focus to ‘local’, your business will be much ahead of others as Facebook ads can advertise locally.
  • You can set budgets for your ads depending on your requirements and have built-in ad performance measurement tools.
  • It also offers ad testing, which helps hedge risks on your investment and understand what works better in terms of design and copy.

Types of Facebook posts

1. Posts offering prizes for contests

Everyone loves contests and more importantly winning prizes. Look up some popular contest apps like Wishpond, and Heyo contest builder you can use to create exciting contests.  You can run promotions and contests using these apps, and launch special offers using these amazing apps, which let you run contests on your business page.

2. Polls and Q&A sessions are hot

People love participating in online polls and giving their opinions freely. Meaningful question-and-answer sessions evoke prompt responses and help you glean valuable insights from your target audience. Conducting opinion polls is one of the best Facebook marketing tips that should be a part of your Facebook marketing plan. You can use the Simple Poll app for running opinion polls on your Facebook page. You can also host your Q&A session, which is easy to create by using the chat bubble.

3. Create exciting events and share

One of the best Facebook marketing tips for small businesses is to create exciting events to engage users and ensure that your business is visible on the Newsfeed constantly. You can go live with a sale or invite folks to a conference. An excellent Facebook marketing strategy is to announce your gala store opening. In addition, there are exciting Q&A sessions, webinars, virtual launch parties, and time-bound online sales. Whatever you do, ensure that you are present and active on your Facebook page, and connect with users and groups.

4. Posting live videos

There’s nothing that can say it better than catchy images. Sharing live videos on Facebook presents a fantastic opportunity to gain exposure on the Newsfeed. Live tutorials are a popular feature on Facebook, as are product demos with a step-by-step guide describing how a product works. Posting glimpses of behind-the-scenes clips or results of a recent contest mentioning the giveaway always creates a ripple and elicits tons of comments from users. Product launches can become a roaring success if featured on your business page at the right time.

5. Be a great storyteller

Storytelling is an art, and you can hone your storytelling skills and present your stories on your Facebook page as part of your Facebook advertising strategy to gain more traction. An interesting and exciting story has a way of getting through to people, creating a profound impact. Interesting stories revolving around everyday life are great hits. You could weave a brief tale about how you started your business or how one of your products became your business’ flagship. Any story with a touch of genuineness gets a favorable response.

6. Share some spellbinding images

Saying it with stunning images evokes a lot of interest and helps spread cheer amongst thousands of Facebook users. Creating a smashing image and posting is probably one of the simplest tasks, and certainly one of the best Facebook marketing tips you can get. You may want to try out some handy tools like Canva, or Easil, which boast brand-enhancing features, and are available free.

7. Filling in the blank posts!

One of the most popular posts on Facebook is “Filling in the Blanks” where people are amazed by the incredible options they can think of for a word to fill in a blank. Here are some examples:

1. “I’m on the verge of success if only I can – – – – – .”

2. “The only thing holding me back now is – – – – – -“

3. “What’s happiness for you? For myself it’s ——-“

4. “I wish I ——- today!”

You can think of many more such catchy one-liners that get instant responses and are shared promptly. You need to give it a try to realize the kind of impact it creates.

8. Sponsored posts

Say your business is launching a new product or service and your marketing team wants to ensure that this news reaches a certain number of people, then look no further than the sponsored ads that Facebook can provide.

You can pay a certain amount to promote your post about your newly launched product or service. Facebook will ensure your post reaches maximum people and you get the required number of impressions.

Creating a Facebook Marketing Strategy in Six Easy Steps

1. Be sure of your goals

You cannot achieve anything without well-defined goals. You should have proper goals to measure your metrics. Your content has to be insightful enough to enable you to connect with the users, which will ultimately help create brand awareness. Images make all the difference, hence using pictures and videos liberally in your posts to describe your products or services should be an essential part of your Facebook advertising strategy.

2. Have a proper schedule

The first task in your schedule should be to create a social media calendar that features a content calendar for the entire month. While video posts do well on certain days, link-sharing should only take place during weekends. Maintaining a social media calendar helps you experiment with new strategies before fine-tuning them. Another crucial aspect to keep in mind is the time you choose to publish your posts. Remember that the very idea of posting on Facebook is for people to view and respond.

3. Keenly monitor your metrics

One of the best Facebook marketing tips emphasizes the need to monitor your metrics keenly. Your ultimate goal is increasing the number of conversions, which is possible only if the number of clicks and shares increase as they are directly responsible for increasing traffic to your website. Understanding the behavior of your buyer’s persona and determining which part of the sales funnel they belong to helps predict outcomes. In addition to increasing the number of views, repeat views also indicate a high level of interest in your posts.

4. Get to know your target audience

Getting to know your target audience is key to successful Facebook marketing. Be sure to focus on the content you create, and make sure that it inspires users to share it with their friends. Understanding your target audience helps convert users into customers who will buy your product or service. The essential things you should know about your customers include age, gender, location, income, job, interests, etc. Remember that your target audience consists of real people who have wants, aspirations, and problems like anyone else. Offering solutions to your customers’ problems is a great way to win them over.

5. Be aware of the competition

Your competitors could be a step ahead of you and already have a presence on social media. Facebook social media marketing involves indulging in competitive analysis, which lets you understand your competition better. You get to know what is expected of you by following what your successful competitor is doing, and there is no harm in doing what your competitor does. Tracking the activities of your competitors helps you seize opportunities as and when they arise. Check the keywords your competitors are using and try using the same or similar ones. You can use Google’s Keyword Planner to select the most appropriate keywords.

6. Set a budget, and stay well within it

As part of your Facebook marketing strategy, you should set yourself a budget and try never to go over your budget. Undoubtedly, you need to spend some money upfront if you plan to make more of it. This golden rule applies to Facebook advertising as well. Although Facebook encourages free posting on its portal, businesses need to have a dedicated page and spend money on their posts and ad campaigns to see better results.

Measuring the Success of your Strategy with Facebook Analytics

As mentioned earlier, using the proper analytics tools for measuring your Facebook marketing strategy is crucial. Apart from the likes, clicks, and shares, several other metrics help you determine if your strategy is working to your advantage.

You may have heard of the term, impressions, which is nothing but the number of times your ad appears. The more times your ad appears, the better the brand awareness for your business is.  Brand awareness is particularly useful when you launch your product or service in new geographies, where recognition is critical for the success of your brand. It is not just the number of times your ad appears, but also when, where, and how you place them that makes all the difference. For instance, ads appearing on news feeds may cost you more, but the impact they create is proportionately higher.

Similarly, clicks denote the number of times a user has clicked on your ad, which gives you a fair idea of customer engagement and the interest they evince in your brand, product, or service. Keeping count of the clicks helps you arrive at the number of website visits resulting from that action. The click-through rate (CTR) is arrived at by dividing the number of clicks by the number of impressions. Needless to say that a higher CTR denotes more number of people showing interest in your products.

Tracking your conversion metrics helps you understand where you stand. Every conversion is related to some action happening on your website, though all may not end in a sale, conversions are essential for any business. Some people may go to the extent of filling their shopping cart, but will not complete their purchase for reasons best known to them. Keeping track of such critical metrics helps you nail the problem and resolve it. Such incomplete actions may be due to slow loading web pages or a request for an email address and contact phone number popping up at the last moment.  

Facebook analytics also help you arrive at the return on ad spends (ROAS), which is simple math – the revenue divided by the ad spend. A simple metric for determining whether current sales are optimum or if one must ramp up sales activities.

Source

Facebook Groups

Facebook groups are an essential part of your Facebook marketing strategy as they present another great opportunity for businesses to spread their wings. These are virtual places where like-minded people come together and trust each other’s recommendations about a product.  

You can create a brand-related group and engage with your followers while attracting new ones. Usually, a group acts like a forum where people discuss a topic. As a brand, you can take advantage of such places, start a discussion on your product, and understand people’s feedback. These people who join the group are quite passionate about the topics that interest them, and once you convince these people via an effective platform like Facebook groups, you can count on them spreading the word.

Facebook marketplace

 It’s a marketplace like OLX but on Facebook. Very convenient, right? This feature is amazing, considering how local it goes. It is like setting up a digital shop where you list down what products you offer with their prices. A user can click on a product and send a message to the seller and buy the product.

 Once you list the product, anyone can search for them over Facebook.

Source

Conclusion

As mentioned earlier, Facebook’s dynamic nature has led people to spend more time on the platform. This is where they can interact with their friends and family as well as explore content.

Facebook’s flexibility and its diverse offering of marketing options make it possible for businesses of any size to reach their consumers effectively. 

If your business is still considering making Facebook a part of its marketing campaign, don’t waste any more time. In today’s ever-changing world, where we all are vying for attention, we have to exist where our consumers are.

FAQs

1. How is Facebook relevant for business marketing in 2021?

Facebook is still very much relevant for marketing in 2021 and will probably remain so for years to come. Facebook marketing tips from experts focus on two types of marketing you can adopt: a paid approach where you have a specific business page for your brand or company, and an organic method, which may take longer to bear fruit, but is a proven, and effective method. Additionally, Facebook offers a range of other features that help small and medium businesses expand their reach by joining specific groups, and so on.

2. Is Facebook suitable for business marketing?

Some of the best Facebook marketing tips include having a dedicated page on Facebook – it is an excellent idea since it acts as your free marketing tool and helps you grow your business exponentially. You can list your products or services, have your posts shared to enable you to reach a larger audience. You can also customize your page to reflect your brand and personality, and reach out to niche audiences worldwide.

3. Is it possible to conduct business marketing activities for free on Facebook?

As mentioned above, there are several ways of promoting your business on Facebook for free during 2021. You can start by building a base audience comprising your close friends and family. The more likes and shares you get, the better for your business. The best part is that your Facebook marketing strategy won’t cost you a dime when you opt for the organic approach. You can also contact experienced Facebook social media marketing professionals who may charge you a consulting fee, which will make your pursuit worthwhile.  

4. Is Facebook business marketing effective for small businesses?

It is essential for you as a small business to formulate a Facebook advertising strategy to reach out to custom audiences scattered all over. Facebook marketing for small businesses can be a game-changer for you, provided you have a well-laid out social media Facebook marketing plan. With a clear goal strategy, you shouldn’t have any problem creating an almost human voice for your brand and connect with your buyer’s persona. Posting regularly and keeping time zones in mind is essential to reach the relevant audiences. You can also have a dedicated person who encourages comments and posts replies quickly.

5. What should I post first on Facebook as a budding small business?

Launch your Facebook marketing strategy with a welcome post that highlights the details of your brand and why it is beneficial for people to like and share your page. You could add a special introductory offer with a time limit. Also, it is crucial to keep updating your Facebook page with the latest information on innovations and new developments.

6. What is the best way to increase followers for my Facebook page?

There are several Facebook marketing tips you can use to increase your following. Using catchy images has always paid rich dividends. Keep your posts interesting, and don’t forget to use Facebook social plugins whenever necessary. Ensure that all your emails have CTAs linking to your Facebook page. Cross-promoting on other social media platforms helps grow your business. Keep introducing contests at regular intervals, and announce the winners with a big bang.

7. Is there any specific time to post on Facebook?

Your Facebook marketing strategy should take into consideration the best time to post. Weekends are the best days to post, and the 1 to 3 pm time slot is proven to be the best as more people browse Facebook during this period. Fridays are also good, though you should be posting late in the evening or after 8 pm when you can expect more views and shares.

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