Facebook is the most powerful social network on the planet. With more than 600 million active users, Facebook presents a unique opportunity to connect with and educate your ideal audience in a way that your website and blog can’t match. From big brands to smaller mom-and-pop shops, Facebook’s platform can turn a business into a living, breathing, one-to-one online marketing machine. Facebook is changing the game, so jump on board! Have a look at these Facebook developments.
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Using Facebook Ads to Expand Your Business
Placing ads on Facebook provides one of the most targeted advertising opportunities on the Internet today. You decide the exact demographic to see your ad. Narrowing down the audience lets you be pretty sure that whoever clicks your ad is your target customer.
Determine whether Facebook advertising is right for your business. Facebook ads allow you to reach out to new people who might not have other means of discovering your expertise, product, or service. In essence, you’re paying for highly targeted people to Like you and (you hope!) buy something from you.
Get clear on Facebook’s ad structure. You opt for either cost per click (CPC) — a model where advertisers pay their host only when their ad is clicked — or you pay based on how many thousands of people see your ad (impressions; CPM).
Understand the Facebook ads auction-based system. You bid on how much you’re willing to pay for each action (action means either each time someone clicks your ad, or each time Facebook places your ad in front of 1,000 people).
Determine your Facebook ad type. You can create a Facebook ad for your Facebook Page, for a Facebook Event, for an external website, and much more.
Consider Engagement ads. When you advertise something internal to Facebook, such as your Page, Event, or Application, you are creating an Engagement ad, which allows people to respond to your ad without actually leaving the Page by clicking Like or clicking to RSVP to your event.
Gain valuable connections. Advertising your Facebook Page is one of the best things you can do with Facebook ads. You know that the people who click your ad are in your target market and enjoy Facebook. Connecting with new people on your Fan Page allows them to get to know you and your company.
Identify your goals. Before you start spending money, have a goal in mind. What does a successful ad campaign look like? Attracting 50 more Fans? Selling 25 more widgets? Having 10 people sign up for your newsletter? Specify your goal and ascertain a way to track your progress.
Determine your baseline. Collect some baseline data on how your Facebook Page is performing currently. How many Fans do you get per week through your current efforts? How many website hits from Facebook do you receive currently? Use this info to assess whether paying for your campaign is cost effective.
Allocate a budget. Allocate a budget and time for the initial testing as well as the longer-term Facebook ad. You don’t want to spend money on an ad that isn’t converting well. Your initial testing budget should be at most one-tenth of your entire ad budget. Run each variation of your ad for a short time to see whether one version out-performs another significantly.
Make your initial ad decisions. Map out your strategy before you start. Decide how long to run your ad, how much you want to spend, and how often you change things around.
Rotate your ad. Plan on rotating your ad every couple of days to keep things fresh, especially if you’re advertising to a small demographic. This isn’t a “set it and forget it” campaign. With luck, after you finish your testing, you’ll have zeroed in on a couple of ads that perform well.
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Moving or Expanding Your e-Commerce Site to Your Facebook Business Page
Nothing says “engagement” like shopping. By providing your loyal customers with a way to buy your products and in the same stroke share the news of their purchase with their friends on Facebook, you could gain momentum toward brand awareness with the potential of increased revenue. That’s one of the main reasons to have a Facebook business Page in the first place! Following are reasons to use your Facebook Page as an e-commerce store:
Your existing customers are already there. Facebook is becoming the hub of all kinds of activity, including shopping.
Free store applications are plentiful. Free shopping applications make it easy for anyone to have an online store. You can use the search options to find good ones, or note which ones are in use on your favorite Facebook Pages already. Search for PageModo, Payvment, Lujure, and ShopTab to get started.
There’s no place like home. Potential customers on Facebook like to stay on Facebook. They might see in their News Feed that one of their friends has Liked your Page and go explore what you have to offer. You need to keep in mind that people might spend more money if it is easy to stay and shop on your Facebook Page.
You don’t need a new merchant account. Most apps use PayPal for their payment options. The main benefits of using PayPal are that many of your users will already have PayPal accounts, and those who don’t can use a regular credit card with the PayPal interface. The benefit for your company (besides being able to accept credit cards) is that you don’t need to open a bank merchant account to start collecting payments.
You don’t need to start from scratch. If you are currently a retailer, or are considering promoting a product or service, you should check with the e-commerce system you’re currently using to see whether that system already has a Facebook integration application. For example; Etsy has its own Facebook app for its members.
You get a direct URL to your e-Commerce Page. After you have your e-Commerce app installed on your business Page, you have a direct URL to use in all your other marketing efforts. Put this URL on everything!
You can think outside the box (or shopping bag). Video is big on Facebook. If you fancy yourself to be a “TV Shopping” site, you can use the Livestream app to create a custom link with your Live Video streaming right there. You can introduce your new products and have people call your order department to buy.
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Determining which Facebook Page Type to Use for Your Business
Facebook offers many different types of Pages to encourage community and networking. To create the biggest buzz around your product, service, or business, you need to be aware of Facebook’s Page options and the pros and cons of each. Keep this in mind: It’s almost always best to create a business Page for your product, service.
Facebook gives you six main options: Local Business or Place, Company Organization or Institution, Brand or Product, Artist Band or Public Figure, Entertainment, and Cause or Community.
Is your business a “brick and mortar” store? When you click the Local Business or Place option, you see a drop-down menu with 38 category choices. You can choose one of these categories to create a Page, or if none of the categories fits your business, you can choose Local Business and go from there. The Info page for this type of business page is very detailed, with editing fields for hours of operation, parking options, and price ranges. As soon as you click Create Page, you also will have the Facebook Places format merged in. This means people can “Check In” when they visit your store in real life, and those check in numbers will be listed on your Page next to your “Like” numbers.
Do you have online products to sell? Choosing Brand or Product will give you the best Info tab for your type of business.
Are you running for president? Even though the public might find you entertaining, you are considered a Public Figure, and if you choose Politician as the subcategory, you will have info fields for your political affiliation and views.
Is your Page only about your book or your CD? You might be tempted to choose the Artist Page type, but if your Page is only about your artistic project, choose Entertainment instead. If you then choose the Book category, you will have an info tab with fields for your ISBN and other specific details.
Are you a nonprofit organization? You might be tempted to click the Cause or Community Page type, but take your time to browse through all the options first. You might find a better description for your work.
Think you made a mistake? No worries. You can change your Page type and category even after you’ve created it. Just navigate to your new Page, click the Edit Page button (top-right corner) and click the left navigation link called Basic Information. Then use the drop-down lists to redefine the Page.
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