To Know More about it: Facebook Marketing


CLIck on the BOOK to Buy

Beautiful Woman store
Exploring Facebook Marketing
In This Chapter Discovering Facebook’s marketing potential Looking at four key Facebook marketing strategies Mastering the art of Facebook engagement Examining Facebook’s global market opportunities

Understanding the basics of Facebook marketing
Seeing the benefits of selling from the Facebook platform Facebook is the most powerful social network on the planet.

With more than one billion active users, Facebook presents a unique opportunity to connect with and educate your ideal audience in a way that your website and your blog can’t even come close to matching.

The reach of the Facebook platform has grown exponentially in the past few years and will only continue to get bigger.
In fact, the number of Facebook Pages created by brands was over 50 million
in February of 2013.

Today, almost anyone or any company can find a following on Facebook, from big brands such as Starbucks to small mom-and-pop shops.

Facebook’s platform can turn a business into a living, breathing,
one-to-one online marketing machine.

Facebook has changed the game, and there’s no better time than the present to jump on board. In this chapter, we cover why Facebook should become a key marketing tool to help you grow your business.

Specifically, we look at Facebook’s massive marketing potential, its expansive capability to reach your ideal audience, and the core strategies you can implement today to seamlessly add Facebook to your marketing program.

Seeing the Business Potential of Facebook
We have good news and bad news for you when it comes to Facebook marketing.

Beautiful Woman store
The bad news first: Facebook marketing isn’t free.
Sure, it doesn’t cost actual dollars to get set up with a presence on Facebook, but it will cost you time and effort — two hot commodities that most business owners have very little of these days.

You have to account for the time and energy it takes to plan your strategy, set it up, train yourself, execute your plan, build your relationships, and take care of your new customers after you start seeing your efforts pay off.

And although you don’t need to be tied to Facebook 24/7 to see results, dedicated time and effort are essential when creating a successful Facebook marketing plan,
and your time and effort are anything but free.

And for the good news:
This book and our collective experience can help you streamline your Facebook marketing efforts and eliminate the guesswork that often goes into figuring out anything that’s new and somewhat complex.

Remember this very important fact:
You are not in the business of Facebook marketing.
Your job is not to become an expert or a master of Facebook.

As you navigate this book,
Remember that your job is to be an expert at your business — and Facebook is a tool that you will use to do that.

Take the pressure off yourself to master Facebook marketing.
This will make all the difference as you master the strategies outlined throughout these pages. Facebook can help you create exposure and awareness for your business,

increase sales, collect market data, enhance your customers’ experience, and increase your position as an authority in your field.

However, before you can start to see real results, you must determine
why you’re on Facebook.

Asking yourself what you’re after If you take the time to ponder the following questions,
you’ll gradually begin to create a road map to Facebook marketing success:
Why do you want to use Facebook to market your business?

More specifically, what do you hope to gain from your use of Facebook, and how will it help your business?
Who is your ideal audience? Get specific here.

Who are you talking to?
What are the demographics, needs, wants, and challenges of the folks who will buy your products, programs, or services?
What do you want your ideal audience to do via your efforts on Facebook?
In other words, what feelings, actions, or behaviors do you want your audience to experience?
How can you be useful?
Finally, remember that Facebook is a friend network where brands are relatively unwelcome.

How can you use Facebook to be useful to your customers?
Using Facebook to your advantage you’re clear about why you’re on Facebook, you’re better able to design a strategy that best fits your business needs.

We explore many potential strategies through the course of this book.

For now, though, in the name of helping you better understand how you can use
Facebook to market your business, here’s a list of just a few ideas you can implement
when you embrace Facebook marketing:
Set up special promotions inside Facebook, and offer special deals exclusively to your Facebook community.

You could create a coupon that your visitors can print and bring into your store for a special discount, for example.

Offer Q&A sessions in real time.
Your visitors can post questions about your niche, product, or service; then you and your team can offer great advice and information to your Facebook community.

Highlight your Facebook fans by offering a Member of the Month award.
You could choose and highlight one fan who shows exemplary participation in your
Facebook community.

People love to be acknowledged, and Facebook is a fantastic platform for recognizing your best clients and prospects.

Beautiful Woman store
Highlight your own employees with an Employee of the Month feature on your Facebook Page. Profile someone who’s making a difference at the company.

You can include photos and video to make it even more entertaining
and interesting to your audience.

Sell your products and services directly inside Facebook. Include a button that links your fans to an electronic shopping cart to enable them to buy in the moment.

You have many opportunities to promote and sell your products and services on Facebook. The preceding list is just a glimpse of what you can do inside Facebook’s powerful walls. Many more opportunities await you, as we explain in later minibooks.

Reaping the benefits for business-to-consumer companies
When it comes to business-to-consumer (B2C) companies, one of the greatest advantages of Facebook marketing is the ability to engage one-on-one with your ideal clients.

By asking questions, encouraging conversations, and creating personal engagement with your customers and prospects, you can build relationships in a way that wasn’t possible before social networking took the marketing world by storm.

Although we all know that consumer brands with big marketing budgets can attract millions of followers on Facebook, there’s still room for the little guys.

Here’s a thought experiment:
Rather than feel frustrated because your company can’t compete with big-brand giants on Facebook, turn the success of those companies into an opportunity for you to model
the best and learn from them.

Here are four key strategies that the big B2C companies have adopted in their Facebook marketing strategies to help them stand out from the rest:
Acknowledge your fans.

The B2C giants on Facebook do a fantastic job of spotlighting their fans.
When fans feel appreciated, they continue to engage with your Page.

One great example of this strategy comes from Oreo, which knows a thing or two about standing out. Oreo created a campaign to spotlight what fans think about Oreos.

Fans share their videos, photos, and stories via a Facebook app, providing Oreo with limitless content and customer loyalty.

Oreo’s Facebook Page has millions of fans, so those folks must be doing something right! See Figure 1-1.

Know your audience.
When you’re clear about who you’re communicating with on Facebook, you can create experiences around your audience’s interest and likes.

An example of a B2C company that’s in tune with its audience is Red Bull, as evidenced by that Page’s custom apps and unique content.

The team behind Red Bull’s Facebook Page knows what its audience
will respond to best and then delivers.

A series of online games and apps for fans, for example, is geared toward sports and high-impact competitions, as shown in Figure 1-2.

Mix up your media. Facebook strategies that infuse a variety of media, including photos and video, often draw a bigger crowd.

One example is JetBlue’s airline terminal live music shows.
JetBlue knows that many of their customers appreciate culture.
Working with local and independent artists, they presented live music concerts
at several of their locations, as shown in Figure 1-3.

So not only are they using videos, but they’re also providing rich cultural experiences in addition to affordable and enjoyable air trave l! Very smart, JetBlue ! Have fun.

Face it, most people log on to Facebook to have fun and connect with friends.
Interacting with businesses is a distant consideration.

That doesn’t mean, however, that these users aren’t a captive audience !
The key is to infuse fun into your Facebook activity when appropriate.
Figure 1-3:

JetBlue shares performing artist info with their fans. Going viral When a video, article, or other piece of content goes viral, it means that people are continually sharing that content long after the first few hours after it’s published.

For example, someone might post an amazingly funny video on YouTube.

People start to pass it along to their friends by e-mailing the link, posting it on their Facebook Pages, and tweeting about it.

If a massive number of people begin to share the video, it will appear on major news websites, and even late night TV.

When that happens, the virality of that video can increase exponentially !
Photos are viewed more than anything else on Facebook.

They go viral quickly because when a fan posts a photo, that photo is sent to the News Feeds of all their friends.

Hundreds of thousands of potential new fans will see these photos.

When reviewing these four strategies illustrated by some well-known B2C companies, remember that you, too, can create these experiences for little or no cost.

Again, model the best that’s out there, and make the strategies work for your own business. Reaping the benefits for business-to-business companies.

We know that Facebook marketing works well for B2C businesses,
But if you’re a business-to-business (B2B) company, you may be wondering whether Facebook makes sense.

In short, the answer is yes! In fact, according to the 2013 State of Inbound Marketing Research Report from HubSpot, 41 percent of B2B companies have reported acquiring a customer through Facebook.

Not only can B2B companies incorporate the four key strategies mentioned in the preceding section, but B2B companies also have a unique advantage over B2C when it comes to Facebook marketing:
Facebook’s platform is designed to support exactly what B2B companies need to be successful in attracting clients and securing sales.

To better explain this idea, here are three factors that make B2B a perfect fit for Facebook marketing: B2B has a smaller potential customer base.

B2B companies don’t have to constantly focus on growing their numbers of followers to hundreds of thousands; instead, they can put the majority of their focus on nurturing the relationships they already have.

Facebook is a platform that thrives on one-to-one relationships.
Figure 1-3: JetBlue shares performing artist info with their fans.

Going viral When a video, article, or other piece of content goes viral, it means that people are continually sharing that content long after the first few hours after it’s published.
For example, someone might post an amazingly funny video on YouTube.

People start to pass it along to their friends by e-mailing the link, posting it on their Facebook Pages, and tweeting about it.

If a massive number of people begin to share the video, it will appear on major news websites, and even late night TV.

When that happens, the virality of that video can increase exponentially !
Photos are viewed more than anything else on Facebook.

They go viral quickly because when a fan posts a photo, that photo is sent to the News Feeds of all their friends.

Hundreds of thousands of potential new fans will see these photos.
When reviewing these four strategies illustrated by some well-known B2C companies, remember that you, too, can create these experiences for little or no cost.

Again, model the best that’s out there, and make the strategies work for your own business.

Reaping the benefits for business-to-business companies.
We know that Facebook marketing works well for B2C businesses,
but if you’re a business-to-business (B2B) company, you may be wondering whether Facebook makes sense.

In short, the answer is yes! In fact, according to the 2013 State of Inbound Marketing Research Report from HubSpot, 41 percent of B2B companies have reported acquiring
a customer through Facebook.

Not only can B2B companies incorporate the four key strategies mentioned in the preceding section, but B2B companies also have a unique advantage over B2C when it comes to Facebook marketing:

Facebook’s platform is designed to support exactly what B2B companies need to be successful in attracting clients and securing sales.

To better explain this idea, here are three factors that make B2B a perfect fit for Facebook marketing: B2B has a smaller potential customer base.

B2B companies don’t have to constantly focus on growing their numbers of followers to hundreds of thousands; instead, they can put the majority of their focus on nurturing the relationships they already have.

Facebook is a platform that thrives on one-to-one relationships.

Buying decisions in B2B rely heavily on word of mouth and reputation.
Businesses that are looking to make a huge buying decision often want to know what their peers are doing and how they feel about a product or service.

Facebook’s open network allows people to see who their peers are interacting with and what they’re talking about at any given time, therefore making it easy to find out what others think about a product or service.

B2B generally has a higher average price point than B2C.
When the price of the product or service is considered to be high, the client is likely to seek out information and content to support buying decisions.

Beautiful Woman store
On Facebook, content is king.
The more high-value content a company can generate, the more likely it will be to attract
the ideal client base and become a Facebook success story.

For B2B companies, connection, knowledge sharing, and reputation management
are key ingredients of success.

Facebook’s unique platform can help optimize these key strategies.
Developing genuine relationships with customers and prospects

No matter whether your business is B2B or B2C, it really comes down to one person talking to another. No one wants to interact with a faceless brand, business, or logo.

We all want to buy from a friend — someone we trust and feel comfortable engaging with regularly. Facebook allows us to move beyond the obstacles of traditional marketing
(very one-sided) and instead communicate with our clients and prospects on a one-on-one level by putting a face with a name, making the entire exchange more human.

Creating one-to-one customer engagement Engagement is crucial in mastering
Facebook marketing.

If you build rapport and can get your Facebook community talking,
your efforts will go a long way.

It’s one thing to broadcast a special promotion on Facebook, but it’s an entirely different experience to ask your fans a question related to your products and services and receive 50 responses from people telling you exactly how they feel about what you’re selling.

In many cases, this real-time engagement can be priceless.

In Figure 1-4, the popular online shoe and clothing retailer Zappos.com asks its female
fans about “girls night” preferences for fingernail polish color preferences

One very successful Facebook marketing strategy is to ask your followers interesting questions.

It’s human nature to enjoy talking about likes and interests; therefore, encourage sharing
by asking your fans to express their thoughts about their likes and interests.

It’s a great way to increase fan engagement.

Providing prompt customer service Before the days of social networking, phone calls,
e-mails, and handwritten letters were just about your only options when it came to reaching out to your clients.

Today, you can send a tweet or make a Facebook post to inform your customers of new features, benefits, or changes to your products or services.

Social media allows you to get the word out quickly, making it easier for you to keep your customers informed and satisfied.

If you optimize your Facebook marketing experience, you can provide your customers
a superior customer experience — a much richer experience than you’ve ever been
able to offer before.

Not only can you create a social media experience in which you’re keeping your customers informed, but you can also give them an opportunity to reach out to you.

Imagine this:
You sell shoes. A client orders a pair of your shoes online and receives them in the mail.
When the shoes arrive, they’re the wrong pair.

That client logs on to Facebook and posts this message:
I just received my much anticipated pair of red stilettos in the mail today … too bad the company messed up and sent me sneakers instead !
I’m frustrated! At first glance, you may think that a post like that would hurt your business.

On social sites like Facebook and Twitter, however, you can turn a potentially bad post into an opportunity to gain a customer for life.

Imagine that you respond within just five minutes with this post:
Julie, we are so sorry that you received the wrong pair of shoes !
We are shipping your red stilettos overnight, and make sure to look for the 50% off coupon we included in your box as well.

Two pairs of shoes are always better than one! Here’s what’s great:
The opportunity for real-time problem solving is powerful.

You not only just saved a sale and made Julie a happy customer, but you also showed anyone watching on Facebook that you care about your clients and will go above and beyond the call of duty to make them happy.

This type of experience wasn’t possible before social media came on the scene.

You can find out more about online tools that will help you monitor who’s talking about you
online in Book IX, Chapter 3.

These tools will help you stay in the know and in tune with your customers.

They will also save you precious time and effort when managing your Facebook activity.
In addition to proactively monitoring Facebook for customer service issues, you can use many robust tools to create a virtual service desk directly inside Facebook.

Livescribe, for example, has incorporated a support desk directly into its Facebook Page.
As you can see in Figure 1-5, you can ask the folks at Livescribe a question, share an idea, report a problem, or even give praise directly from that Facebook Page.

Customers commonly use social media sites to post questions or complaints.
If you provide a designated place for support, you’re likely to keep your customers happy
and turn them into repeat buyers !

What’s even more important is that others can see these posts.
Then fans and potential buyers can go to this custom app to get answers or see what others are saying about the products.

It’s another great way to educate fans about your products and services. In addition, this tool can cut down service calls when it’s executed correctly, saving your company time and money.
Creating a shopping portal Facebook’s expansion into the e-commerce sector might forever change the way we shop.

In the past, creating an e-commerce website took a lot of money and even more time.

Today, Facebook’s platform — interwoven with third-party apps — has allowed millions of businesses to showcase their products and services and to sell them online.

(To find out more about how third-party apps can be part of your
Facebook marketing strategy, check out Book V.)
When it comes to the kinds of shopping interfaces you can create on Facebook, you have two options: A storefront: Here’s where potential buyers come to browse products.

When users want to buy, they click the Buy button and are then taken to a separate,
e-commerce website to finalize the purchase.

Currently, this type of shopping interface is the most popular, but we’ll likely see the second interface option (see next bullet) catch up soon.

A fully functioning store: Your second interface option involves creating a full-blown store where shoppers can browse and purchase without leaving the Facebook environment.

You can find one example of such a fully functioning store on the Facebook Page for the Grandma Mary Show.

Here, you’ll find a buying experience within Facebook where you can buy an e-book directly from that Facebook Page, as shown in Figure 1-6:

The Grandma Mary Show allows e-book purchases from directly inside the
Facebook e-commerce platform.

When Facebook users post about products they love, the users’ friends naturally
want to know more.

This curiosity creates viral exposure for your products and services.

Facebook offers an extremely valuable opportunity to showcase your products and services and to create a new portal where you can sell your goods. Using Facebook with the Global Market Few people would deny that the social media phenomenon — and Facebook, specifically — is growing at a staggering pace.

Online users in Australia, Japan, and Italy all show even stronger adoption of social media than Americans do, and those in China, Denmark, and Sweden are said to be adopting social media at the same rates as Americans.

Going international
To give you a glimpse of the magnitude of Facebook’s global reach, here are some statistics provided by Facebook as of April 2014: More than 1.3 billion active users.

More than 60% of Facebook’s active users log on to Facebook in any given day.

More than 945 million active users access Facebook through their mobile devices monthly, and people who use Facebook on their mobile devices are twice as active on Facebook as nonmobile users.

Young adults continue to be the heaviest Facebook users,
but the most rapid growth is among those 50 years old and older.
This group is the fastest-growing demographic on Facebook today.

Although the United States is the largest country on Facebook,
the UK is Facebook’s second-largest market,
with more than 23 million users. Brazil and Indonesia are in the third and fourth spots.

With more than 80 percent of Facebook users located outside the United States,
it’s essential to understand Facebook’s place in the global market.

Facebook breaks down barriers and makes introducing your products and services to international audiences easier.

Here are some opportunities you can explore to extend your brand’s footprint in the global market: Use Facebook advertising to reach international audiences.

You can target 25 countries with one Facebook Ad, or you can target one country at a time and drill down into specific cities within the country.

You can also create multiple ads and target numerous cities in the countries you want to target with your ads.

The more localized you make your ads, the better chance you have of reaching
your ideal audience.

Beautiful Woman store
Translate your content. With the rise of international markets on Facebook today, consider translating your content on Facebook.

In fact, English accounts for only 31 percent of language use online.
Facebook has its own crowdsourced translation product:

Facebook Translation app.
In many countries, the majority of people do not have access to computers
with Internet access.

Mobile devices are making it possible for Facebook to reach more people, however.

Understanding Facebook Marketing
Basics Facebook can supercharge your existing marketing efforts by giving you a platform to grow your audience, create deeper connections, and create new experiences to foster loyal client relationships.

Facebook’s unique platforms that let you market and promote your brand online are your Profile and your Facebook Page.

The Subscribe button, which is optional, allows Facebook users who aren’t your Friends on Facebook to subscribe to your updates, meaning that they can see your public
posts in their News Feeds.

Subscribing to someone’s personal account is a lot like following someone on Twitter.
In other words, you don’t have to be Friends with someone on
Facebook to see their Public posts.

If you’re marketing a personal brand, the Profile with a Subscribe button may be perfect for your marketing outcomes.

There are some strategic marketing reasons to have a personal account with the
Subscribe button.
We cover the complete marketing strategy for activating your Subscribe button in Book II, Chapter 1.

The other way to market on Facebook is via a Facebook Page.

Pages are like digital storefronts, or places where your prospects can take a digital walk around your business to learn more about your brand and what you have to offer.

Here you can highlight your best programs, products, and services to interact with an interested audience.
A large portion of this book is dedicated to creating and optimizing your Facebook Page.

Before we get into the how-to’s and strategies, though, we point out a few of the most important details you need to know to get off on the right foot.

Marketing on your Page and your Profile Although you’ll soon find out all you’ll ever need to know about the differences between a Profile and a Page, for the purposes of starting things off, here’s a quick rundown:

When you sign up for Facebook, you create a Facebook Profile.
A Profile is meant to be all about you. It has been referred to as a living scrapbook of your life.

It highlights who you are and gives details about your life experiences over time.
With the addition of the Subscribe button, you now have the option to make some of your posts public and other posts private.

The opportunity to select who sees your posts gives you a unique advantage by allowing you to be selective and use your Profile to connect with family members and friends, as well as to post information about your business.

Promoting your business or brand for monetary gain via a Profile goes against
Facebook’s terms of service.

It isn’t against the rules, however, to mention your business and keep your relatives, friends, and those subscribed to your Profile informed about new happenings with your business.

A Facebook Page is designed specifically to highlight your business, and its purpose is to allow businesses to communicate with their customers and fans.

Those who follow your Facebook Page expect to see promotions and conversations about your programs and services, so it’s perfectly acceptable to promote your business
on a Facebook Page.

about new happenings with your business.
A Facebook Page is designed specifically to highlight your business, and its purpose is to allow businesses to communicate with their customers and fans.

Those who follow your Facebook Page expect to see promotions and conversations about your programs and services, so it’s perfectly acceptable to promote your business
on a Facebook Page.

For a more comprehensive understanding of Profiles and Pages,
check out Book II, Chapter 1.

Developing your Page to be a hub of activity Your Facebook Page can serve as a meeting place for people who have similar interests and values.

Involve your customers in your conversations by asking them questions and encouraging them to share their thoughts.

One way you can create a hub of activity is to encourage your fans to use your Facebook community as a platform where they can connect with other like-minded individuals.

Beautiful Woman store
You can become the go-to source in your industry, for example, making your Page the hub of your industry’s latest news and happenings.

By delivering valuable content via your Facebook Page, you’re setting up your company as the authority — a trusted advisor.

One great example of a company using Facebook to position itself as the go-to source for an industry is HubSpot, a major player in the marketing automation software space
(see Figure 1-7).

To be continued if possible

Comments

Popular posts from this blog

MARKETING: THE ULTIMATE FREE MARKETING TOOLS 2019

SEO MARKETING: 10 PROVEN STEPS TO S.E.O

500 SOCIAL MEDIA MARKETING TIPS: INSTAGRAM