The Basics of Facebook Marketing: What Are Your Options?

Smart marketing is the key to any successful entrepreneurial take up, be it tiny or mammoth. There are numerous channels to market a product or service; one such being social media. With the steep rise in social networking user account enrollments, it has become one of the prime marketing platforms.

Facebook, being the mother of all social networks, is inevitable if you plan on deploying social media marketing. It has incorporated many tools for marketers in the late 2012 and early 2013 – like sponsored stories, promoted posts and graph search, to name a few. Using these advertising tools effectively, one can reap humongous brand exposure and leads that convert easily.

Many small and big brands have learned the tactics and have generated great results proving that Facebook marketing is a must opt-in for any marketing blueprint. The recent notable case was that of Penguin Books India; they successfully promoted their Spring fever 2013 book festival and racked in profits on over 7000 passes to the 10 days event. Well if Penguin Books India could do it, so can you; but how?

1. Have a Fan Page

Establishing a dedicated Facebook fan page is the first step towards using Facebook for marketing. The fan page gives the double perk of letting you imprint a brand identity and showing your human side at the same time, thus letting you take your brand closer to your existing and potential customers.

You can accomplish this by consistently posting updates on the page. Keep the posts divergent, some for promoting your products/services and others for building rapport by starting a conversation with your fans. Posting only and solely for the sake of promoting services makes your page look akin to a newsletter which people don’t really prefer subscribing to. If you could manage to post things that your fans would like to see, you can be sure of more likes (subscriptions).

However, though this sounds quite simple, it isn’t that easy. It indeed is a tough task to generate likes in the initial days when there are less or no likes for the page. But a trick many fan page admins incorporate is that they buy some Likes initially to make the page/brand look more likable to prospective fans.

2. Adverts

facebook-advertsThis is a classic form of Facebook advertising where a business pays Facebook to show its ad to a specified set of users. Targeting can be done on the basis of demography, age group, location, interests, etc. These adverts include a thumbnail, a link to a Facebook page/app or an external website and a suitable title.

3. Promoted Posts

fb-promoted-postPromoted posts are a way to ensure that your fans are reading your posts in their news feeds even among hundreds of other subscribed page’s posts. Furthermore, promoted posts let your feeds reach to the friends of your fans.

4. Sponsored Stories

Here is a famous quote from Mark Zuckerberg:

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

fb-sponsored-storyThis is exactly what sponsored stories are all about. If a fan engages with your fan page in any way, say liking it, then all of his/her friends get a scoop of her activity in newsfeeds, which indirectly is a recommendation to all his/her friends. This encourages his/her friends to check out your page.

The above 4 ways are the prevailing favorites among the various marketing tools made available on Facebook. Do let us know your experiences and opinions on Facebook marketing through comments below. We would love to learn from you.

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