Facebook as a Marketing Tool

Why Facebook?

Firstly, Facebook has over one billion users. It’s currently one of the most popular and comprehensive social media outlets available across the globe. Utilizing an asset like this is not only important, it’s necessary.

Secondly, being able to use a far-reaching platform can be an excellent way to get your message out, be it news about new products, company announcements, or whimsical posts you can share just about anything (tactfully, of course). Facebook offers a massive audience with which your business can connect, not only with your current clients and customers, but also with the general public. There are a number of advantages for your business to use Facebook, some of which you may already be aware of, but these are two that I believe offer solid reasons to give it a go.

To Boost or not to Boost

I’ve heard varying opinions on whether or not a business should boost their posts on Facebook. Some business owners I’ve talked with think it’s tacky or useless in the long run. I disagree. Yes, there may be a few downfalls, but overall the benefits outweigh the risk.

Okay. Let me back up. So, you’ve thoughtfully written and created a post you’re proud of. You post it. The usual suspects, your friends, some clients, and others (like your mom) “like” your post. But it seems as though you’re not quite getting the reach and exposure you wanted or expected. That’s where putting a little $$ into boosting your post comes in. There are a number of options when boosting your post. Being able to choose your demographic, location, and the length of time the boost lasts create a solid way to get your post seen by more than just your followers and friends.

Boosting a post places it at the forefront of what people can see on their wall. It’s a great idea, but there are a few concerns regarding this approach. Hopefully, your post will be seen by more people who are interested in what you’re offering, which leads to more “likes” on your page. Conversely, if you blast people too frequently with boosted posts, you may face some followers getting bored or sick of seeing your name everywhere and you’ll lose people watching you because you’ve become irritating. Unlikes and unfollows can occur if you’re not giving enough attention to your audience and what they’re interested in seeing. A calculated and precise approach is necessary to finding success in the boost. The cool part of using Facebook as a method of outreach is that you can track your successes and failures easily using the features provided in the Insights section of the platform.

Analytics

Tracking the engagement of your postings is as important to using Facebook as is posting interesting copy and content. Facebook offers a detailed peek into what works and what is a miserable failure. I tell my clients that every post won’t be a big winner. That’s just what happens sometimes. But, being able to see whether what you’ve done is awesome or not so awesome is where the analytics come into play. In my experience, people like pictures, people like videos, people like to see that you’re a human being and not just a robot spewing redundant information they get bored of. They don’t want to read a lengthy diatribe about how amazing your product is. They want to see it, and if they’re interested, they’ll click on it. With the analytics tools you can find out the best and most effective ways to get more attention and more clicks on your post. But, what are they really doing on there? Who are they? Where are they from?

Taking a good long look at the reach, the interactions, and the best times in the day to post are all available with Facebook’s Insight page. Exploring the various graphs and information provided can help you find out what to do next. The Insights Section offers…uh… insights into where you’re succeeding and when you’re not quite getting what you hoped for from your post. Additionally, you can track your competitors to see what they’re doing and what is working for them, and perhaps you can piggyback on what you glean from their efforts. Having this information allows you to get a real grasp on how to use Facebook as an effective and worthwhile marketing tool.