Learn – How your Business can stay relevant in the Social Media World?

by Jasmeet Singh September 21, 2019

Whatmakes Facebook as the first go-to platform for a student learning digital marketing.

Theanswer to the above questions is important because most of us (Entrepreneurs,students, and digital marketers) start social media marketing with Facebookmarketing. 

Facebookis popular because of its reach, and the number of active users (the platform)has on social media.

TheFacebook Story:

Youalready know – how a geek started a small website in college which went on tobecome Facebook. It is all part of the story they showed in the movie – Thesocial network.

However,what you do not know is the timeline of events and how big Facebook is today.

Whatstarted as a simple program “face mash” to compare and rate thephotos of two persons as “hot or not” in the year 2003 by a HarvardUniversity student, Mark Zuckerberg is Facebook (today).

•Facebook today boasts of 1.86 billion active users from across the world.

•Facebook also holds the distinction of being the second famous website in theworld after Google.

Today,no business can ignore Facebook. If you have a brand, it has to be on Facebook.

•Consider this – 1 in every 13 people on earth is on Facebook.

•Facebook, from being a social networking website, has successfully turned intoa news aggregation website. 48% of young Americans said they read their newsthrough Facebook. You cannot ignore Facebook.

Whatis Facebook Marketing?

Thanksto Google’s constant updates, over the years – SEO has turned into anunpredictable game.

Whilethe SEO champs have been busy unravelling the secrets of how to rank high ongoogle, google has been busy working behind the scenes – outmaneuvering the SEOChamps.

The“unpredictability with SEO” forced the Digital Marketers to look forgreener pastures. They went looking for mediums where they have at least somecontrol over the promotions they do.

Thelaunch of social media platforms like Facebook, YouTube was their way out ofthe strict and changing guidelines of Google.

Today,if you are not on Facebook – you are non-existent! 

You areliving under the rock – missing all the updated from your friends and family.

Thesheer number of users on Facebook makes the platform “a darling of socialmedia marketers”.

FacebookMarketing is the art of promoting a company’s brand/service/product onFacebook, using various techniques.

Youstart by setting a Facebook business page and promote the page strategically toreach the target audience.

Aspromised at the start of the blog, I am going to teach you some simple tips tohelp you get your Facebook marketing rolling. I have also added a few secretsof Facebook marketing to help you run optimal campaigns on Facebook.

Hereare the Facebook Marketing tips to help you succeed on the most 

Prominentsocial networking website on the internet:

  1. EveryFacebook campaign kick-starts with “Likes.”

1 to 2%is the overall engagement percentage of Facebook, and this ratio only comesinto picture when you have “Likes”.

Youreffort will go waste if you do not have a sizable number of likes. 

Also,Facebook users do not want their Facebook profile picking feed from a pagewhich is “so new” in the market.

TheFacebook wall reflects what users follow, what they like, and what they do.Hence, a new irrelevant brand might not be worthy of their Facebook page.

Thebottom line is “You have to buy Facebook ads in a budgeted manner beforeyou decide to go full throttle with your Facebook content postingstrategy”.

Alwayskeep a small yet considerable budget to get some initial likes on your page.

Oncethe campaign kicks off and those who like the page start interacting with thecontent, your business is ready for Facebook Marketing.

  • Complimentthe online Facebook presence with offline presence: 

Howwell is your Facebook page placed along with your offline brand presence?

Is yourcompany’s visiting card carrying your company’s Facebook link? 

Howabout your company’s address board outside your office, etc., etc.?

Thinkof all the places where your brand is visible.

Nowmake sure your brand’s offline presence compliments your online presence andvice versa.

Facebookmarketing will get a boost if the offline presence of your brand complementsit.

  • Learnto use Facebook insights:

Facebookis one social media platform which has a very easy to use interface tounderstand the performance of the campaign.

Beforeyou decide to spend some money and time running your campaign, how about youspend some time understanding how the Facebook insights section works?

Facebookinsights give you a 360-degree view of your page’s users, the content they areresponding to, and the reach of different type of content.

Facebookinsights are there to help you understand or counter the explanation given bythe Facebook expert on your campaign’s progress.

Everythingis available in black and white. 

Thereare no Jargons to confuse you.

You caneasily understand what works and what does not work on your Facebook page bygoing through the statistics shown in insights.

Learnto use the reporting before you decide to kick-start your campaign.

  • Whatkind of content works on Facebook?

Beforeyou decide on finalising your Facebook strategy, ask yourself the followingquestions:

Why areyou on Facebook?

Why isevery single person around the world on Facebook?

Whatmakes Facebook so addictive that every 5 minutes we log in to check updates onour wall?

Theanswer is “interesting content”. 

And,Interesting content does not include your company flooding the Facebook pagewith things only about your company.

No onewants to like a page which is busy talking only about “themselves”.

Trustme, the biggest mistake most of the Facebook pages do is “theyover-promote themselves to the point of irrelevance”.

Thecontent for your brand’s FB page should be a mix of news, jokes, inspirationmessages, videos, etc. 

Do notshy away from sharing the good stuff from the internet even if it means sharingsome content from your competitor’s website.

You aredoing your brand a favour by picking content from other pages (with their linksadded to share).

Facebookusers, like all social media users, are suckers for good content. Even if thecontent does not come initially from your website, it establishes your brand’spage as a page which provides relevant, exciting content.

Fewtools that can help you create interesting content for Facebook are:

  • Canva 
  • Stencil
  • Pictochart

To easethe process of scheduling the content, feel free to use the free version ofBuffer (a market famous scheduling tool) that allows you to schedule thecontent.

  • Understandyour user base:

I havea confession to make. Unlike most of the successful social media marketers, Ihave failed with so many Facebook campaigns.

Infact, one of the recent campaigns I did for a brand did not generate anyinterest from the prospective users.

Thepurpose of the campaign was to get website clicks. All it got was likes andshares.

Onanalysis or introspection (after being scolded regularly by the client) of thecampaign, I realised my mistake. The user base was wrongly selected. The userbase was just not interested.

Ofcourse, I wasted a few hundred dollars down the drain because of my negligence.

Thecommon mistake most of the brands make on Facebook is “Not understandtheir user base”.

A kids’brand needs Mommies as users, not dads. 

Similarly,the target customer base for kids play school is not teenagers.

Themessage is simple “Know what you are promoting and to whom you are promoting”.

Thecontent, promotion, user reach campaigns everything should link to your userbase. Do not waste your time and energy by being too generic.

Likeme, you will end up with a disgruntled client who would want a refund.

Lastly– Remember “A Facebook campaign is incomplete without a properwebsite.”

Yourwebsite needs a Facebook Like us button displayed prominently on the site and asection to show the Facebook feed. 

All thepromotions you put on your website need to link to the FB Page. Do not let yourFacebook campaign run in isolation.

Thecherry on the cake is when the website also shows the latest updates posted onthe FB page of the brand.

Theabove strategy can help you create a seamless brand experience between socialmedia and the website.

Howdo you increase the user interaction on FB Page?

Otherthan the usual interesting content, your brand can offer exclusive offers forsocial media users by putting the best offers on FB Page.

Theactivity incentivises the FB users who will keep track of the latest FB updatesto get deals exclusive to FB Fans.

On anending note – the success on FF depends on how consistent and persistent abusiness is with their FB Marketing. 

FacebookMarketing (at times) is an experiment where you keep trying new ideas for yourusers and then use FB insights to see their reaction.

Jasmeet Singh
Jasmeet is a founder of Lessons at Startup – A blog where he shares entrepreneurial stories. He specializes in Digital Marketing and Content Writing. He is addicted to Google News, Netflix, Good Coffee, and Quora.