But of course, as is the case with any digital marketing effort, a brand presence on Facebook can only be effective if you approach it strategically. Fortunately, the network allows brands of all sizes to take advantage of a variety of marketing tools to increase brand awareness and drive traffic to your website. Here are 5 effective Facebook marketing strategies any small business can use.
1) Create a Consistent Organic Presence
Any Facebook marketing starts with an organic presence, the business page you can create for your brand. To be successful, this business page needs to include regular and high-quality content that is relevant for your target audience. Without it, you run the risk of ineffective Facebook marketing.
Your users will search out your business on Facebook. When they see your ads on the network, they may opt to view or follow your business page rather than click to visit your website. When they do, be sure to welcome them with updates that are relevant to them and keep them engaged.
2) Target Ads Strategically
One aspect that makes Facebook so beneficial for small businesses is that you can run an advertising campaign without making a major dent in your budget. For as little as $5 per day, you can run ads on the network that showcase your business to your target audience.
Of course, these ads have to be strategic to be successful. And above all, that strategy includes a targeting approach that matches your audience. Whether you target based on users' demographics and interests, or limit your ads to an audience that has visited your website in the recent past, knowing how to best reach your core target audience is crucial to success on the network.
3) Incorporate Video Into Your Efforts
Marketers and studies across industries agree: the single most effective marketing strategy on Facebook is video. It consistently receives more exposure and engagement than other types of posts (such as images or links), and Facebook users now watch 8 billion videos every single day.
For your small business, video is an undeniable opportunity. Use it both in organic posts and your ads to grow brand awareness and engagement. A call to action option enables you to encourage any interested viewers to visit your website for more information, driving traffic as a result.
4) Track the Success as Far as Possible
Facebook Insights, the network's internal analytics tool, may be the best part about Facebook for marketing. Through it, you can get information about your audience demographics and the times they're most likely to be online, as well as valuable intel about the success of your individual posts and marketing efforts.
The most successful Facebook marketers use Insights to track the success of their ads. Here, you can see how many users an ad reached, and how many of them actually clicked through to your website. But you can go even further, tracking the percentage of visitors who converted to leads or customers after clicking on an ad to your website. Use these insights to determine the success of your individual ads, and optimize them accordingly in the future.
5) Connect Online and Offline
Finally, wherever possible, connect your Facebook efforts with your offline marketing strategy. Particularly if you have a storefront business, encourage customers to engage with you or follow you on Facebook, or leave a review. It's a natural way to grow your audience, to which you can then promote your business using strategy #1 above.
Of course, the connection works similarly well the other way around, as well. Talk to your Facebook audience about visiting your store, let them know to watch out for a coupon that's about to arrive in the mail, and so on. The more closely you connect your online and offline efforts, the more likely your Facebook marketing will be to succeed.
Over to you: are you using any of the above strategies to reach your audience on Facebook? If not, it may be time to start. Considering the continued popularity of the network, success on Facebook can make all the difference in getting your small business the exposure and web traffic it needs to succeed and grow.