With the number of Facebook’s users increasing everyday, businesses of all types are realizing they have a big opportunity to make money with Facebook the world’s largest social network.
It is important to understand that Facebook is not your traditional e-commerce channel and should not be used as a direct
marketing tactic. The hundreds of millions of Facebook members have joined to share their personal stories through updates, images and videos within their social network not to buy products. Utilizing the social network as a sales channel is not a bad thing but should be handled carefully. Aggressive behavior does not pay off.
Develop a strategy for connecting with your customer base. Your strategy should be about quality not quantity of people that “like” your page. Taking the time to develop relationships with your fans, creating engaging content and measuring results are the three essential steps to an impressive return on investment.
-Engage with those who like you page: Start with an interesting and compelling Facebook Page that differentiates your business from the competition. Apps are a good way for any business serious about marketing on Facebook to create a unique experience that helps you stand out. From sharing videos to contests, Facebook Apps are among the most used features on the platform. Add in the ability to share with friends and a strong Facebook App can have a huge impact.
Creating a separate tab that helps business owners showcase their products or services is the right approach. Constantly posting your products on your Facebook wall will turn people off, resulting in a sharp increase in the number of people “unliking” your page and, therefore, dismissing your brand. Creating a low-risk high-reward option for your customer is important, so always think like your customers when implementing any new Facebook idea. There are thousands of amazing apps on Facebook and visiting the Facebook App Directory is a good place to start.
-Engaging content: Facebook uses the news feed optimization formula to decide what content shows up in a user’s top
news feed, this formula is tied to Facebook’s current news options (top news vs. most recent) .
Facebook news feed optimization has become a new type of SEO. If you like or comment on updates from one particular
Facebook page often, you are likely to see that business’ status update in your top news feed (the default setting) on a regular basis. The formula called EdgeRank, looks at affinity score (how often the user interacts with the page), weight (how many comments or likes a post has), and time decay (how recent that update was posted). In many respects, this is not unlike link building.
If you post content on your page that does not follow the above formula you are wasting your time, as updates will not be seen by your fans. Before you press the share button, reread the post and make sure you are asking for engagement. For example, if you are thinking of launching a new product, ask the opinion of your customers.
If you are just starting out and have very few people following your page, Facebook advertising is a great approach to reach the right people at the right time. Advertisers can request that ads are served based on what your customers have said they liked in their profile. Example, you can promote a new brand to people on their birthdays, based on information from those user profiles. Before launch, Facebook will even show the number of estimated reach so as to not waste marketing dollars advertising to those less likely to engage.
-Performance: Your Facebook Page, Facebook Insights offers valuable customer information. After reviewing age, gender and country of residence you can enhance or change your current Facebook strategy. Using this data, you can decide which content works best, the audience you are currently reaching and where improvements can be made. In the end, it’s all about making social connections with your target audience.