Facebook Marketing: The Complete Guide
Once a social network’s number of daily users climbs past a billion (yes, that’s billion with a “b”), it seems pretty safe to call it “pervasive”—and to consider it a critical part of your marketing strategy.
Facebook is well past that figure, with 1.13 billion daily active users as of June 2016, including about 175 million daily users in the United States and Canada (compare that, for instance, to the 167 million viewers who watched the most recent Super Bowl). Those are some pretty big numbers, but don’t let them overwhelm you: your Facebook marketing campaign can start with the network’s free tools, then move on to super-focused paid campaigns.
In short: You don’t need a budget of Super Bowl proportions to get in the game. This Facebook marketing guide shares everything you need to know to get started.
3 tools to include in your Facebook marketing strategy
With that in mind, let’s look at the three key Facebook marketing tools you can use to connect with Facebook users, and how each fits into your Facebook marketing plan.
Think of your Facebook Page as the equivalent of a Facebook profile for your business. It’s where you post content, engage with followers, and generally participate as a brand in the Facebook experience. It doesn’t cost anything to set up a Facebook Page or post content, which is great if you’re working with a limited budget.
But keep in mind that the Facebook algorithm prioritizes content from users’ friends and family, so you can’t assume that all—or even a majority—of your followers will see your posts organically (that’s where Facebook Ads come in).
That said, setting up your Facebook Page is the first step to creating your business presence on Facebook. You’ll need a Page before you can start working with Facebook Ads. For some examples of brands doing Facebook Pages right, check out our post showcasing lessons from six must-follow brands.
Think of Facebook Groups as the online equivalent of the office water cooler or your favorite coffee shop. They provide a place for people to get together to share information and ideas with like-minded users in an online community environment.
Creating your own Facebook Group can be an effective way to gather your fans in one place and encourage them to interact with one another, building an active community of people talking about your business. It’s also a key way to gather customer intelligence: what are people really saying about you? It’s like a focus group with unlimited members, and you can dive right in to facilitate conversation or ask questions.
It’s also a prime way to source brand evangelists and showcase your expertise. You can even position a Facebook Group as an added benefit for existing customers—after all, it’s a chance for them to interact directly with you.
Much like an ad on any other channel—traditional or digital—a Facebook Ad is basically content that you pay to share with a specific, targeted audience: it’s all about getting your brand in front of the right eyeballs and achieving your conversion goals.
You can learn how to get started with Facebook Ads in our full guide to launching your first Facebook advertising campaign. Then, once you’ve mastered those Facebook marketing basics, dive into some more advanced strategies for driving traffic, leads, and purchases.
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