Social Media Marketing: Your Facebook Strategy5 Jun, 2010 By: Ben Ronnenberg imageSource
Social Media Marketing: Your Facebook Strategy
By now it’s no secret that social media, Facebook in
particular, is the new marketing frontier for companies large and small.
According to www.allfacebook.com, there are over 400 million active Facebook
users around the globe. How does that affect your business?
With at least 1.5 million local businesses promoting fan
pages and running advertisements to highly specific audiences, your competition
is likely engaging potential customers already. Thus, as part of your social
media strategy, scoping out the competition and/or industry leaders should be a
top priority no matter the business you’re in. For example:
- For a print machine dealership, check out companies
like Xerox, www.facebook.com/XeroxCorp, or Kodak @ www.facebook.com/kodak.
- If you sell to or own an office supply store/chain,
take a look at Staples’ Facebook fan page @ www.facebook.com/staples
Getting to know the competition on Facebook will give you
an important baseline for how to effectively use it to reach your own audience.
If you’re new or inexperienced at Facebook social media marketing as a corporate
strategy, don’t worry; here are some essential tips that will help you build
relationships with customers and hopefully gain an edge on your direct
Facebook Fan Pages
A Facebook fan page is simply a customizable profile that any company can
set up as a resource for their customers and potential customers@
www.Facebook.com. To make a fan page, log
in to your Facebook account and find the ‘Advertising’ section where you will be
able to name your page and select its category. Once you create the page, you
can customize the default tabs including: business/product information, images,
and links to your main company website. In addition to the default
customizations for your fan page, you can also add unique applications for
things like causes, events, discussions, and news that allow your fans greater
interaction. Remember, you’re making a page for them so choose your average
customer’s demographics and aim to create an experience that keeps them
interested. For example, some of the most popular company fan pages run contests
and provide promotional coupons on their Facebook fan pages regularly to give
potential customers an incentive to visit more than just once.
Facebook sponsored ads are served in a vertical 3-slot rotation on the right
side of the screen when a user is logged-in to their account and browsing
Each paid Facebook ad contains 4 main elements:
1. A headline
2. An image
3. A description of your product,service, offer
4. A “Like” (thumbs up) option for Facebook users to select in support of your
A “Like” response is really good for visibility because it alerts your fan’s
friends that they liked your ad.
The true power of paid Facebook ads lies in your / the
advertiser’s ability to target your ads to specific user segments based on a
comprehensive list of your potential customers’ actual profile attributes
including their: geography, demographics, likes and dislikes, company, and
groupsor networks to name a few. Once you specify unique attributes that your
ads should show for, Facebook will find relevant user profiles and start
displaying your ads to them on a cost-per-click basis. How does all this
attribute-targeting translate into strategy for you?
Imagine you sell office supplies and you know the exact
types of companies that end users of your product line work for. You could go
ahead and create a promotional, no-brainer ad targeting these companies’ names
as your ad criterion. Any of that company’s employees on Facebook would likely
see your relevant ad and be more qualified to learn more about your products.
Tips for Fan Pages &
- Create an action that users can take once they click
on your ad and arrive at your fan page or your website (i.e. can they make a
purchase, download a coupon, or contact you?). Measure the success of your
Facebook ads based on the actions they produce.
- Utilize Facebook's demographic targeting to focus on a
specific type of potential customer.
- Use exclusive promotions and contests to encourage
interest among your target audience.
- Set your ad’s bid price within Facebook's suggested
CPC bid range.
- Test ads regularly with different types of
attribute-targeting (geographic, demographic, company specific) to find out
which produce better results.
- Use language speaking to your target audience in your
ads. For example, if you are targeting employees of a certain company, use
that company’s name in your ads. Be cautious of trademark infringements with
this strategy, however.
Ben Ronnenberg is a Search Engine Marketing Specialist
at ROI Revolution, Inc., in Raleigh, NC. He can be contacted at email@example.com.
For additional, free online marketing tips from ROI Revolution, visit
www.roirevolution.com/freeguide. N+,CDIA+. At 619.379-3009.