MARKETING // EDUCATION // LIFESTYLE // BUSINESS // DESIGN
Using Facebook to Promote Your BusinessBeing the soul of commerce, advertising is done where one’s potential customers are. Since the early 1990s, marketing budgets of companies have begun to migrate from traditional media to the Internet. Back then, the most visited sites were portals like Yahoo, and it seemed like that would be the case for many years to come. However, it was soon dethroned by search engines like Google and various social media, of which Facebook is the undisputed king. In this article, we’ll be discussing the importance of monitoring social networks — more specifically, Facebook — for generating awareness of your company and promoting its goods and services to the general public. Promote Yourself on Facebook for FreeThere are different ways of building your brand’s presence on Facebook, including but not limited to personal profiles, company pages, groups, and applications. However, we’ll be focusing on only one of them — creating your company’s page. First of all, you’ll need a Facebook account (unless, of course, you already have one). Once you have chosen the type of your business brand and product, you will have to pick a logo and provide your company’s description and a website address. Keep in mind that creating a page is not enough to make it visible to Facebook users. Just like a website, it needs to be promoted to gain visibility. The first thing you should do is acquire “followers,” that is people who will identify themselves with a page or a company it represents. We can do that by asking our friends to click the “Like” button, for example. That simple action will trigger a ripple effect and make it possible for you to attract more people to your company’s page. Making a Facebook page engaging is not such a simple thing to do. To keep the attention of your followers, you’ll have to publish content your potential customers are interested in. In addition to publishing news and updates concerning the company, you should share some useful information with your visitors. As you can see, managing your Facebook page requires a lot of time and effort. However, your patience and hard work will be ultimately rewarded by the loyalty of your followers. To achieve visibility and increase followers, you can also use your company’s website. It’s a good idea to insert the “Like” and “Share” buttons and integrate boxes showing the faces of your followers. That way, those who visit your website will have an opportunity to share it with others or become your follower without having to log into Facebook. Unfortunately, there are some pitfalls too. Given the strong presence of companies on Facebook, Mark Zuckerberg’s social network has recently modified its algorithm, causing companies to pay more for advertising to maintain visibility. And this is what we’re going to discuss in the next chapter. Paid Advertising on FacebookJust like Google, Facebook provides its users with an opportunity to advertise themselves for a fee. The system is very similar to Google Adwords but is a bit different. If search engines detect users’ queries and display advertisements related to their keywords, Facebook profiles its users by age, sex, place of residence, interests, and lifestyle. On Facebook, you can buy advertising, as well as promote your company’s page, website, banner, or post. After defining your target audience, you will have to decide whether to pay for views or clicks and then calculate your daily budget. But how much does advertising on Facebook cost? Well, it all depends on how much you are prepared to invest. The cost of clicking on a banner or post is determined by your offer, as well as constantly changing market conditions. Once you have launched your Facebook campaign, you’ll be able to get daily reports on its effectiveness and the return on your investment.
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