Definition: Facebook marketing is the process of keeping an organization’s presence on Facebook and promoting a brand. Facebook marketing generally refers to both free (paid) posts, and paid, or “bogged” posts. It is a way for businesses to reach out to current customers as well as gain new customers through the social media platform. Facebook has a number of features that allow business owners to manage their marketing and advertising campaigns, including posting events, creating pages, and sending mass messages. Businesses can also hire an in-house marketing manager who can handle the intricacies of Facebook marketing for a fee.
How it works: The process of Facebook marketing starts with choosing a niche or a specific market. Users are then asked to join groups or sub-groups depending on their interests, and to become active within these groups. Businesses can now begin posting ads, either on Facebook pages or through sponsored links on websites that have their ads posted. These ads need to be targeted towards this target audience so that they will bring in the desired results – more traffic and sales, hopefully.
Facebook Ads: Now that a business has chosen a niche or a market, they can start working on Facebook ads. These ads can be split-tested so that they will most effectively reach a predetermined number of people, demographic, age, gender, or geographic location. When a user clicks on an ad, they will be taken to a website where they will be given options to ‘like’ or ‘dislike’ the ad. People who ‘like’ an ad will be shown the ad on their wall, on their news feed, or wherever else they check out Facebook.
Facebook landing pages: After running ads through Facebook advertising campaigns, a business can take their ads down if they are not getting results. A Facebook landing page will be used to advertise a site. A landing page contains specific information about the product or service. The information about the product or service is what will draw a user to a site – based on what is being offered. For example, if the company offers free shipping, the landing page could direct the user to a sales page that has a coupon for free shipping along with other helpful information.
Interest targeting: This is a new feature that Facebook has integrated into their system. Users are given the ability to choose what interests them. They can target their ads based on what they want to see, when they want it, and where they want to see it. When users opt-in to their Facebook account, they will be given a choice of interests, such as shopping, sports, beauty, and much more. Targeting these interests will ensure that the demographics Facebook users have chosen for their ad spend will be accurately reflected in their adverts.
Stock photos: Many advertisers are turning to Facebook to place ads for their products and services. Because Facebook has a page dedicated specifically for stock photos, it is easy to find stock photos that would be suitable for placing an ad on Facebook. The key, however, is knowing which stock photos are best matched to a particular ad text and picture. Tracking who has seen an ad, when and where it was seen, and what link the ad link clicked on are all important details.
As social media continues to evolve, marketers are using it to their advantage to advertise their brands and products more effectively and at a lower cost than ever before. Facebook recently launched an application that allows marketers to track clicks on their ads and convertions to sales through their social media profiles. Twitter is another company that has implemented the latest innovations. Companies can post updates to their Facebook page and instantly update their followers. Twitter also has a tracking component that lets users see who has commented on a post. Combined with email marketing campaigns and Google AdWords, Facebook and other social media sites have become an effective vehicle for businesses to advertise to their customers and drive direct traffic to their websites.