7 Ways to Use Facebook for Marketing

Facebook continues to be the reigning champ of social media sites, as the #1 spot where friends connect and share online. More than just a meeting place for friends, Facebook has grown into a venue for businesses to market themselves through interaction with customers and self-promotion.

In this post we will be looking at seven ways you can use Facebook for marketing.

Whether you’re a big corporation or a small local biz, Facebook is a powerful marketing tool – it’s a great space to keep customers informed, develop brand identity, and broaden your reach.

1. Making the Most of Your Facebook Business Page

A Facebook page is a great free marketing tool for businesses. These pages let businesses identify themselves – not just through listing product offerings and services, but also by sharing links, images, and posts on a customizable page to give a better sense of a business’s personality and character.

Your Facebook business page is a great spot to develop your brand identity and show your human side. Facebook is where you can loosen the tie a bit – don’t be afraid to be funny.

Ultimately you should consider what your key audience would want to see. Share social media images, links, videos, anything. Use Facebook Insights to see what resonates most with your audience.

In addition to hilarious videos of dogs walking in tiny shoes, a store specializing in footwear might also post an article about how to measure your foot size accurately, what kind of shoe inserts are best for different sore feet woes, etc. A nice mix of humor, educational resources, and posts about your store updates is ideal.

2. Facebook Advertising: Classic Ads

Facebook offers its own form of advertising with Facebook ads, which appear in the side columns of the Facebook site. These classic ads are referred to more specifically as Marketplace Ads. They include a headline with copy, an image, and a click-through link to either a Facebook page, a Facebook app, or an outside website.

Implementing Facebook advertising into your Facebook marketing strategy is one possible technique for increasing likes or driving website clicks.

Facebook advertising features include:

  • Demographic targeting by Facebook user data on age, location, education, and interests.
  • The ability to set ad budgets.
  • Built-in ad performance measurement tools.

Facebook doesn’t release information about their ad CTRs, so it’s difficult to know how successful Facebook ads really are. In our Facebook Ads vs Google Display Ads Infographic, we found that Facebook ads generally have a CTR of 0.051%, and an average CPC of $0.80; however, a business’s Facebook advertising cost can vary a lot depending on the targeting options set and competition.

Using Facebook advertising to increase your “Likes” can be very beneficial – once a user likes your page, they essentially become followers of your business page, and your posts will appear on their Facebook news feed.

This results in more users interacting with you and your brand, forming relationships that may end up translating to conversions in the future.

3. Hosting Facebook Contests

Running Facebook contests, sweepstakes, or promotions is another Facebook marketing tactic that can increase fans and brand awareness.

There are plenty of paid tools to help you do this, as well as some free ones. Shortstack offers a number of free contest templates, so long as your page has under 2,000 likes. Pagemodo also has a free option. Many third-party Facebook contest apps offer free versions, but your options with them are limited.

4. Facebook Promoted Posts

Facebook Promoted Posts let Facebook page owners pay a flat rate in order to have their individual Facebook posts reach a certain number of users, increasing a specific post’s reach and impressions.

Some businesses have asked – why should I have to pay to ensure that my post is seen by users who are my followers? If a user has liked my page, they should always see my posts on their news feed, shouldn’t they? The answer to this question is no, because it assumes that users spend every waking moment of their life on Facebook’s news feed. For the health and safety of your Facebook fans, we hope this isn’t true!

Promoted Posts are easy to set up – just click the button beneath any of your page posts.

While the flat rate simplifies the process, Promoted Posts lack the targeting options offered by other Facebook ads.

5. Sponsored Stories

Sponsored Stories are a type of Facebook ad that shows a user’s interactions, such as a Facebook like, to the user’s friends.

Promoted Stories seeks to capitalize on the “word of mouth” marketing concept. If a user sees that three of his friends like a certain page, he is more inclined to pay attention. The goal of Promoted Stories is to have a user take the same action as their friends. Advertisers can choose to show friends “likes” if they want more page likes, show friends who have “claimed this offer” if a business wants more users to claim offers, etc.

While the action performed by a friend liking a page or claiming an offer is automatically posted in a user’s news feed, these posts easily get overlooked. Sponsored Stories is also the only ad format available on mobile devices.

Promoted Stories don’t only apply to likes or offers – they can be used with any Facebook Open Graph app. If a friend has just installed Scramble With Friends on Facebook, Promoted Stories can show users that their friend has just played the Scramble game, with an invite to “challenge them,” “play with them,” or any similar variation.

Facebook claims that Promoted Stories have 46% higher CTRs and 20% lower CPCs than regular Facebook ads, making them a very serious strategy for marketing on Facebook.

Facebook Sponsored Stories can be created easily through the Facebook ad create flow. Open Graph Promoted Stories with a customized call to action require advertisers to use a third-party provider.

6. Facebook Open Graph

Facebook Open Graph lets businesses label a user’s action with their app. Billions of interactions are posted with Facebook Open Graph every day.

Spotify is a great example of how Facebook Open Graph becomes a powerful Facebook marketing tool.

It all starts with a Facebook login prompt.

This is followed immediately by a permission request, which many users click through with little thought. I actually discovered that I had given permissions to 130 apps, 95% of which I don’t recall the reasoning behind.

Open graph actions like these are unique enough to stand out from the cluttered craziness of a user’s news feed.

Many Facebook games make frequent use of Facebook open graph actions, posting a notice when a user has completed a level or won an achievement.

7. Facebook Exchange (FBX)

Facebook Exchange lets advertisers take advantage of ad retargeting on Facebook through real-time bidding.

So how do Facebook Exchange ads perform? Other retargeting ads are also cheaper, with price per unique clicks costing 80% less than Facebook retargeting ads. Still, in terms of cost-per-impression and cost-per-click, FBX ads are considerably cheaper, so the monetary benefits depend on your business’s needs. These numbers are also subject to change as FBX ads begin to appear more often in the news feed.

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