Posted on Jul 26, 2018

Four Ways to Effectively Market Your Business on Facebook

Despite the meteoric usership rise of Instagram, Facebook still has more users than any other social network. More than 2 billion people are monthly active Facebook users. Pew Research reports that almost 70% of American adults are part of the Facebook user base. It’s been adopted by nearly 80% of American adults between the ages of 30 and 49 and almost 90% of American adults between the ages of 18 and 29.

For business decision makers, the statistics are similarly promising. Facebook claims that business decision makers are two times more likely to be an active daily user. The median amount of time they spend on Facebook is 74% more than other users.

In other words, your business needs a strong presence on this widely used social platform. Here are the four ways to effectively market your business on Facebook.

1. Optimize Your Facebook Business Page

You already have a Facebook business page. How does it rank in Google and Facebook searches when prospective customers search your brand name?

To ensure you’re being found on both searches, pick a Facebook page username that’s easy to remember. Facebook automatically assigns every URL a random number. Once your business page has at least 25 likes, you can change it to custom Facebook URL that’s reflective of your business.

Next, fill out your business page’s ‘About’ section. Include a brief business description with keywords, your location, and your website. Double-check that your business is in the correct category and that your Facebook buttons are enabled on your website, email signature, and blogs.

As your Facebook business presence grows, review the Insights page regularly to see which type of posts are gaining traction and which fall flat of your audience’s interest.

2. Start Building Marketplace Ads

Facebook advertising allows you to target key demographics based on your audience’s interests, age, location, and level of education. This highly targeted advertising capability is part of what has made Facebook worth $520 billion and what has helped businesses like yours engage with current and prospective customers.

The easiest way to access this targeting capability is to create your own Marketplace Ad. It only requires a headline, an image, a short paragraph about your services, and a link to your website or your business Facebook page.

In addition to the simplicity of creating a Marketplace Ad, it’s also very affordable. You get to set your own ad budget, run basic testing, and measure which versions of your Marketplace Ad are getting clicks.

Ads have specific placements on the Facebook platform. They also will be labeled as “Sponsored.” To learn more about Marketplace Ads and different kinds of Facebook ads, visit Facebook Ads Guide.

3. Promote Your Posts

Let’s say you’ve scheduled a compelling post that contains newsworthy information, beautiful photos, and a great headline. Though it performs well, you recognize that all of your followers are not constantly on Facebook, scrolling through your business page. How can you reach them?

With Facebook’s recent news feed change, it’s becoming less and less likely that your followers will see even your most popular posts. There is a way out: Boosted Posts.

Go to the drop-down menu and click Boost. This method of promotion allows you to choose your audience: People Who Like Your Page and Their Friends or People You Choose to Target. If you choose a targeted Boost, you can select the location of where the post should be promoted as well as the ages and gender of who should see your post. The minimum ad buy is only $5.

To increase conversions, remember to link your promoted post directly to your business website.

4. Create High-Quality Video Content

The main goal of Facebook marketing is to build your business’ organic reach. You don’t want to have to rely on creating ads and boosting posts permanently. Your goal should be to use those tools to reach your target audience and grow your followers.

As your Facebook business page gains traction, it’s necessary to create valuable content for your audience. For the past few years, the best way to do that is through video posts. Videos get an organic reach of 9 percent, as opposed to text-only posts reach of 6 percent.

You don’t need incredible production value to publish a video clip that goes viral. You do, however, need that video to be between 5 and 10 minutes long. Facebook’s recent algorithm changes favor video over posts with just photos and text. It also favors long-form content over shorter videos.

Remember to include a transcription of the video when you post it and to write a caption. Both of these will help improve your post’s visibility on the Facebook news feed.

You may already have a well-stocked archive of videos on your YouTube channel. Resist the temptation to share your YouTube videos on Facebook. Your link will propagate and your video will appear. However, the current Facebook algorithm will ding you for using an external video platform. Instead, go through your edited video files, choose the clip you want to feature, and upload it directly to Facebook.

In 2017, Facebook released a new video advertising option called Placement Optimization. This cross-platform tool allows business to post the same video clips on Facebook and Instagram. Unlike clips that are exclusively featured on Facebook, these videos are very short (under one minute in length) and focus on immediately establishing the business’ brand identity.


Before You Invest in Facebook Marketing, Consult an Expert.

EMarketer reports that 41% of small businesses use Facebook as part of their marketing strategy. That being said, the Social Media Examiner surveyed 3,700 marketers and only 45% of them reported they felt their Facebook marketing was effective.

Don’t become part of the discontented 55 percent. Build your next Facebook marketing campaign strategically. Get expert advice from the consulting team at iPage and discover how our marketing services and web hosting plans can increase your business’ digital presence.


Feature Image: Juan Pablo Arenas from Pexels