facebook marketing
facebook marketing

The social media giant with over 2 billion active users is one of the biggest places where marketers can attract people’s attention to companies. Brands that are looking to achieve a lot of success should be looking into mastering Facebook marketing because it’s one of the biggest places where audiences connect with both big and small businesses. 

The great thing about Facebook marketing strategies is that most of the opportunities the platform provides to businesses are completely free. 

The first thing they need to do, however, is to create a Facebook Business Page. After creating the page, it can be used to share the company’s contact information, create and share content, build a product catalog, and even communicate with customers. 

On the other hand, Facebook also provides businesses with paid marketing efforts, such as Facebook ads, and sponsored posts that can appear both on Facebook and on Instagram.

Content

There are several different types of content that businesses can create and distribute on the platform, which all have their own benefits and can create engagement with the target audience in different ways. 

There are text posts, videos, images, live streams, linked posts, stories, watch parties as well as pinned posts, which encompass all of the aforementioned types of content and are prominently displayed at the top of the company’s page feed.

Strategy

To effectively engage with the target audience on Facebook, companies first have to know the people they’re communicating with. Figuring out the target audience demographics, including their location, age, social status, pain points, as well as how and when they use the platform is easy with the platform’s built-in Audience Insights tool. 

Once the business understands its target audience, to create a campaign, first it should define the campaign’s goals. However, a goal shouldn’t be a higher number of likes or followers for the company’s page. A campaign should have a strong goal, that ties into the company’s overall business objectives. That can mean generation leads, improving customer service, or increasing website conversions, among many others. 

After figuring out the campaign’s goals, it’s time to plan the types of content that the company will be creating and sharing on the platform. This step involves a lot of trial and error, but a general rule that most businesses use is for about 80% of the posts to inform, entertain and educate the target audience, while the rest of the content should promote the brand. 

Creating the content means providing value to the target audience, as well as building a strong relationship with it. When the audience regularly receives content that it enjoys, these users are going to be a lot more open-minded to hear about the company’s products or services, when they are eventually promoted to them. 

Finally, the last step is to optimize the company’s Facebook Page for engagement. The profile picture can be the company’s logo or a slogan, while the Facebook Page cover image should be something that’s interesting and attention-grabbing because that’s the first thing that people will see when they visit it.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.