Facebook for Business: How to Use it to Market Yourself (and Your Brand). 20+ Expert Insights

collage-Facebook-for-business

Did you every ask yourself any of these questions?

  • How does Facebook work
  • How to use Facebook for business
  • How to get Facebook likes
  • How to make money on Facebook
  • How to market yourself (and your brand)

You’re not alone. So we wanted to know how the experts are using this social media channel, so we asked them one simple QUESTION…

What role does Facebook play in your own (or client’s) business and what are your top #3 tips for bloggers and social media consultants looking to take Facebook seriously?

Enjoy the expert insights and please spread the love.

This post wouldn’t be possible without our awesome content providers and loyal fans..

Zac JohnsonZac Johnson
ZacJohnson.com // @Twitter // @Facebook

~ Entrepreneur. Branding expert. Nearly 20 years of experience in the online marketing space

Facebook is awesome for online marketing and generating leads, but if you don’t know how to effectively use it… you could waste a ton of money fast.

Here’s my three tips for how to get the most out of your Facebook advertising.

1.) Stay Away from Buying Likes

Way too many people are obsessed with their “Likes” numbers… but in truth it really doesn’t mean anything at all. Facebook is going to keep pushing their LIKES and advertising to get them, simply so they can keep getting paid.

The problem with building out your likes on Facebook is that even after you make a status update to your page, then only a small fraction (around 6%) will actually see that update.

If you want all of your fans to see your updates, you will have to pay again (Boost) for your message to get fully out there.

This means you would not only have to pay once to get a new Like for your fan page, but then you would have to pay every time you want your message to be seen again.

Instead of using paid advertising and buying Likes on Facebook, you should focus your efforts on getting free like by using social contests, creating shareable content and building a community around yourself on Facebook.

You can read this post to get a bunch of different ideas on how to do this.

2.) Focus on Your Demographic Audience 

The best way to advertise through Facebook is with their self-serve advertising platform.

Since Facebook knows pretty much everything about every person on their site, you can actually use this data to create the ultimate ad campaign.

For instance, if you want to create a campaign to promote a skate board shop in California… all you would need to do is create an ad campaign and target people who are interested in “skateboarding”, select your age group and gender, while also choosing your location (city).

From there you can start building out aggressive ad campaigns to target your exact demographic audience.

To see an example of how this was done with a golfing affiliate offer, you can click here.

3.) Use Retargeting

The first advertising option through Facebook should be their self-serve advertising platform, however the best method is through the retargeting options that they offer.

Through retargeting you can show ads to people that have either already visited your web site, blog or are on your mailing list.

For example, if you already have a mailing list of 10,000 people and you wanted to get a message to them through Facebook, you could use the Power Editor to create advanced campaigns like this — or use one of the many different retargeting ad networks that are out there.

The concept here is that this audience would be much more likely to engage with your offer since they’ve already visited your site, liked your page or joined your mailing list.

To learn more about retargeting, you can check this guide from Hubspot.

Ted RubinTed Rubin
TedRubin.com // @Twitter // @Facebook

~ Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO Brand Innovators. Forbes Top 50 Power Influencers.

What most business owners don’t realize about Facebook is that those who simply visit and read—aka, the lurkers—are the ones who are really important to scale.

While they might not participate directly, they do so vicariously through the visitors who do participate and via the content they come to see.

To get people to visit your Facebook page more often, you have to give them a reason to be there by adding value in one form or another, by interacting and engaging with those who visit, and by building relationships.

Empower your employees to help you scale your content and conversation, and for heaven’s sake, make it a requirement for, or incentivize, as many employees as possible, especially those in the marketing department, to visit the pages of your fans, get inside their heads a bit, and report back about what they’re talking about and what’s of interest to them.

Do this with your competitors as well.

Have employees link to your Facebook page in the “About” section of their own Facebook profiles. Seek out groups that fit your company niche and encourage employees to join.

You’re doing this not to spam others with your messaging but to find ways to contribute, answer questions, share expertise and learn.

I’ve been asked by a lot of people how they can be more successful in building relationships on social channels and on Facebook in particular.

And the one thing that keeps coming to the surface is the importance of being “present” when you’re being “social.”

You know how it is when you meet someone at a conference or in a networking situation and they’re constantly looking around the room to see who else is there, or they’re looking at their device—basically looking anywhere except at you?

Those signals mean they aren’t really “present” in the conversation, so there is no true connection.

The same principles apply to online social relationships, so I’m a big proponent of doing what I call “Looking People in the Eye Digitally.”

To get the most out of Facebook requires the same personal attention as the human touch and eye contact in a physical relationship.

So participate by actively engaging on your followers’ pages, not just on yours, and show real interest. Look your audience in the eye digitally, and let them know you’re interested.

Andrew HutchinsonAndrew Hutchinson
AndrewHutchinson.com.au // @Twitter // @Facebook

~ Freelance Writer & Digital Strategy Consultant

The biggest role that Facebook plays in business is in providing insight. Simply put, Facebook is the largest database of audience information ever assembled.

No one in history has had access to the depth of consumer knowledge Facebook enables the businesses of today to access – but it’s how you extract those insights that’s the real trick.

My top three tips for maximising Facebook:

1. Listen to your audience.

Examine what’s being said, on your page, on your competitors’ pages, in groups related to your business.

Pay attention to what’s being shared, to who’s sharing it, and how they share it – are they using images, what tone of voice is generating most response, etc.

2. Learn how to extract Facebook data.

In 2014, a groups of researchers found that they could accurately predict a person’s personality traits and leanings based on their Facebook likes alone.

They were more accurate than friends, family, even spouses – imagine if you could harness that same info to learn about your customers? Facebook Graph Search is one way to build such insights.

3. Always be learning.

Facebook switches up its algorithms regularly, what worked one week might be doomed to fail the next.

It’s also important to learn what works for your business, specifically, instead of following generic guides. 

Bernie Borges Bernie Borges
FindandConvert.com // @Twitter // @Facebook

~ CEO of Find and Convert, a B2B digital marketing agency, and host of the Social Business Engine podcast.

Facebook currently plays a relatively small role in my B2B business at Find and Convert. For many B2B marketers, especially smaller companies like mine, Facebook can drive limited restuls.

IMO, those businesses are probably better investing their time in LinkedIn and Twitter. There is zero organic reach for a small Facebook page and therefore little to no ROI.

However, larger B2B companies can afford to sponsor posts as they have more resources and more content to promote on Facebook, and therefore can produce good ROI.

One approach for a B2B company to consider on Facebook is to provide a lot of useful tips. Dell does this really well on Facebook.

Bloggers, coaches, speakers, celebrities, social media consultants and B2C companies should be utilizing Facebook as much as possible.

Here are my three tips for getting the most out of Facebook.

1.) Post regularly.

Similar to blogging you should get in the habit of regularly posting. This will not only help you establish a routine, but also get your followers to expect your posts.

At the same time, since only about 2% of what you post from a Facebook Page is actually seen, the more you post the better chance your content will have of being viewed.

2.) Optimize your content for Facebook.

Consider your audience on Facebook before posting. Most will be on mobile devices, and unless your post is extremely enticing the likelihood of someone clicking your link is not very high.

Include an image and consider sharing a summary of your blog post, or maybe even the whole blog post with a link to more photos.

Try different tactics and see what works best for your audience. Take advantage of the ability to tag relevant pages.

If your blog post is about a certain brand then tag them! They’ll see the tag and possibly share it with their own following.

3.) Budget for sponsored posts.

Boosting a Facebook post is very affordable and holds massive opportunity for reaching your target audience. Take the time to adjust the settings for your ad to be viewed by the optimal users who will be interested in your content.

Bishal BiswasBishal Biswas
Viralblogtips.com // @Twitter // @Facebook

~ Entrepreneur, Writer, and Blogger

Facebook has always been a marketing beast for me. 

Despite people think Facebook is another garbage for it kills productivity and distraction during work, but upon utilizing properly I did been able unlocking the potential of it to generate a 5-figure income out of it.

So in order to make it happen, what I did IS – I’ve focused on building relationship with others:

Facebook is like so that you can’t actually unleash it’s max potential unless you’ve a loyal circle around your hood.

For me what I did is – 

– I started engaging with people on my circles that led to them checking my profile occasionally, and people started to engage on my posts too.

– I focused on helping more people that led me to get a loyal support to get things happen.

I changed my tone to informal: 

Before buying anything, people need faith and trust on the product. And what can be better when a friend of your’s is referring a product – you would surely make a purchase.That’s what it triggers me.

And Facebook is a social media that connects with people, and as I changed my tone I started more people to engage on statuses.

Images play a HUGE role in marketing:

If you’re already not using images to market your product or your website, you’re loosing a huge potential of your marketing.

As for me, who’s friend demographic is between 14-32 years what brought me most engagement is –

1) Images of hot chicks.

2) Funny images.

3) Analytics screenshots.

4) Money.

5) Expensive stuffs.

Note: It’s not just images, but images that also represented my post/product to first click on mind of the user, that would then led to a click on my link provided and further conversion.

Leveraging branded URL:

Though it was for experimental purpose, it converted me very well. Every time when I share any link, I replace it with my branded URL – bish.al.

Not just it makes your friends engage, but brings in much more clicks. On avg. per share brings me 200 clicks to my link. 

I’ve brought my short branded URL through Domainr and hosted it on Bit.ly so I can well track the statistic reports.

Post with image converts better than post with  URL:

I’ve seen (and is definite) that if you share a status with image — it would drive more clicks as well as engagement on contrary to just posting a link.

It’s that, a link would drive me 50 visitors, while post with image drives over 200 visitors plus engagement.

So just don’t leave the status, by pasting the link instead find most appropriate image and include the link on the description with some texts to trigger.

And my 3 Suggestion to market better at Facebook would be –

Engage.

The more you engage with your audience the better conversion you would see.

Monitor for the best timing to post on Facebook

For me 11 AM to 5:00 PM brings much conversion than posting at 9:00 PM. So I be sure that I am posting during that time in order to bring much more engagement.

Help more people.

The more you do, the more higher you be in eyes of them.

Dan Virgillito Dan Virgillito
DanVirgillito.com // @Twitter // @Facebook

~ Writer and strategist helping Internet startups grow with content

Marketing on Facebook is a really great way to crack the conversion shell and generate more return on your investment.

Even though the organic reach has declined, you can still create drool worthy campaigns that get people to buy your product/service.

My top 3 tips for Facebook conversions

1.) Use third-party tools

Typically, when news breaks that a specific feature is working well on Facebook, the crowd jumps in – it’s usually a feature that claims to help you boost conversions and increase engagement.

But while everyone is busy doing ‘what worked for a few’, pros think out of the box. What’s most important to pro Facebook marketers is consistency and ROI.

If Facebook decides to remove the feature, or attach a price tag to it, it may no longer be a viable option.

Third-party tools are economical because of high competition and give you a better return on investment.

Tools like AdEspresso help you optimize Facebook ads for the highest conversions.

2.) Invest in video ads

This is by far one of the best ways, in my opinion, to increase social media conversions. Why? Before Facebook introduced video ads, there were only a few ways to promote your content to potential buyers.

Most marketers placed their hope on text and image ads to influence buyer personas. Now, with the option to use video ads, you can be more creative.

Also, videos give your content a better chance of getting noticed in the congested News Feed of your target demographic.

Use best practices while creating video ads for the highest conversions.

3.) Be strategic with ad targeting

Many businesses underestimate the amount of work it takes to target the right audience (people who are most likely to make a purchase). Your targeting strategy should start with an answer to this question:

“Is the target demographic interested in my product/service – and does it have the means to make a purchase?”

You can use features like Custom Audiences to target people who are already interested in what you have to offer. The custom audience set can be defined by uploading user IDs, email addresses, mobile IDs and mobile numbers.

David JenynsDavid-Jenyns
MelbourneVideoProduction.com.au // @Twitter // @Facebook

~ The Complete Entrepreneur.

We use Facebook in a couple of ways… first off, and probably like many businesses, we use it as a way to connect with our clients and prospects through our Facebook Fan page.

We post videos, photos and articles from different projects we’re working on and other fun things. We avoid posting too many things that would be viewed as “commercial” and just focus on engagement.

It’s a great way for us to build social proof that people are interested in our brand and are actively purchasing our products as services. 

As we post content, we also monitor which bits get most engagement and boost that content to gain extra exposure.

We’ll often boost it anywhere from $5-20… we have preselected audiences to ensure we’re hitting the right demographics.

We’ll also create custom content (typically video at the moment) with the purpose of doing ‘dark post’ advertising… this content is typically created to engage the audience leading them back to our website where we can drop a cookie for remarketing (Google and Facebook).

This leads to our second main use of Facebook which is to run targeted remarketing campaigns. This is a little less common for businesses but we have found it to be a very cost effective way to advertise. 

Basically since we have been building remarketing lists for those people who have engaged in our content (over the past 90 days) and we run ads to them.

We create tailored advertisements pointing them back to specific offers based on what they visited.

So in short, we use content to get our audiences attention and then we run targeted advertisements to them to get them back to our website where we can make them offers.

The goal here is to get them into our email optin so that we can continue to provide valuable content and hopefully have them to make a purchase of our products and services.

Holly HomerHolly Homer
KidsActivitiesBlog.com // @Twiter // @Facebook

~ Blogger & Entrepreneur.

Facebook is a huge player for us.

Our page grew by 1 million fans organically in one year setting us up to have a really good understanding of who our fan is and how to reach them. 

I really feel like FB is misused by so many companies which only leads to frustration. 

My tips for FB:

  • Don’t take it personally.

FB is an algorithm.  FB doesn’t hate you.

  • FB is about FB.

Figure out how to align your goals with FB’s – that is when you will be successful.

  • Your page is different than any other page.

Treat it that way and use your FB insights to guide you.  Insights will tell you exactly what is and isn’t working with your fans.

Krista NeherKrista Neher
KristaNeher.com // @Twitter  // @Facebook

~ CEO of Boot Camp Digital and Author.

Facebook still plays an important role in social media marketing because it is by far the largest social network where people spend the most time.

The premise of marketing and advertising is to get in front of the right people at the right time with the right message.

Since so much time goes to Facebook, finding relevant ways to connect with customers is vital for businesses that want to stay relevant.

If you want to take Facebook seriously and get real results, businesses must:

1) Make sure that every post is amazing.

Boring content doesn’t cut it. Be interestinger. Make every post standout because if people find you boring they’ll stop paying attention.

You can’t afford not to have great content. The bar is higher now.

2) Advertise.

Just because you have to pay doesn’t mean it isn’t a good use of resources. Most advertising and marketing isn’t free.

Spend some money SMARTLY and test and learn. Getting the right message infront of the right people in the right time should bring business value.

3) Ignore best practices

Test and learn with YOUR audience. People always ask about the best time to post on social media and will even quote studies that 2PM works best.

Boot Camp Digital has conducted thousands of social media training programs, and people always ask about best practices or talk about a strategy they read online.

Forget the studies and figure out what works for YOUR AUDIENCE based on your unique business. Test and learn.

Use data from your customer base. Don’t rely on averages – rely on feedback from your audience.

Janeen Rubino BrummJaneen Rubino Brumm
@Twitter // @Facebook

~ Social Media Consultant

Facebook is a powerful tool for Business-to-Consumer organizations.

It is an excellent way to garner a loyal, local following for your business.

In contrast to other social media avenues, Facebook allows for more types of posts to be seen by more people.

Pictures, videos, links, text-only posts, contests, and blogs can all be successful on Facebook. In addition, you can use Facebook to drive more people to your website.

My top three rules for Facebook are:

  • Engage
  • Educate
  • Entertain

Engaging your audience is key to Facebook success!

The more engagement on your posts (i.e., the more likes, comments and shares), the more people will SEE your posts.

Content that compels people to take action and be a part of your post is key. Examples of this are asking your followers questions, opinions, and asking them to post pictures of something specific, etc.

Make it fun and get them involved!

Educating your audience shows them that you are an expert in your industry.

Posting articles, blogs, and tips related to your particular expertise will tell your followers that you care about what you do and want to help them in that area.

Entertain your audience – have fun!

Post comics, funny stories that happened to you/your staff/your family or friends. An inspirational quote is fun to throw in now and again too.

Additionally, posting “behind the scenes” photos from work are very popular with followers. That can include company parties, promotions, even vacations with families.

Facebook presents an excellent opportunity for your customers to get to know you (and your staff) better, both as a business and as people, doing the same things they are doing, making you more relatable to them which can lead to more business and referrals.

Showing your followers that you are just like them helps them to see you almost as a friend. And everyone wants to do business with their friends!

Jim BelosicJim Belosic
ShortStack.com // @Twitter // @Facebook

~ CEO, ShortStack.com

Businesses use ShortStack.com for a variety of Facebook strategies including building custom page tab apps, building landing pages for Facebook ads and for promoting marketing campaigns.

Tips for social media consultants:

1. Run Facebook Ads with High Converting Landing Pages

When a person clicks on your Facebook ad, you have eight seconds to grab their attention and get them to convert, i.e. purchase your product/service, download your resource, register for your webinar, make and appointment, etc.

The key to getting them to convert is building a high converting landing page, which you can do with platforms like ShortStack.com.

The key elements to creating high converting landing pages is knowing the benefits of long versus short copy landing pages, using visual elements, using the “keep it simple stupid! (KISS) principle, and focusing your copy on benefits.

You can learn more about each of these strategies in the article, 4 Tips to Drive More Conversions With Your Facebook Ads’ Landing Pages.

Here’s an example of a landing page that was built using ShortStack.com

Jim Belosic

2. Run valuable promotions

It’s no longer enough to simply post to Facebook and forget about it. Your Facebook fans are a source of valuable data that you should constantly be trying to pull from.

You can do this by running promotions that focus on collecting data from your followers. This information allows you to market to your fans beyond your promotion efforts and outside of Facebook.

The data you collect will vary on your social and marketing goals, but here are seven different pieces of information you can learn from your social marketing campaigns.

3. Stay Ahead of the Trends

The Facebook platform and algorithm changes daily but so do social media trends.

Three years ago it was popular and relevant to host your marketing campaign on your Facebook Page, today we see more businesses hosting their campaigns as a landing page or embedded on their website.

In fact, ShortStack.com recently looked at 75,000 marketing campaigns created by our users and discovered that only 23% of overall traffic came from within Facebook.

Businesses who hosted their campaigns on their website or as a stand alone landing page received 77% more traffic than those only hosted on Facebook.

Here are some of my favorite blogs for keeping up with Facebook’s latest changes:

Massimo ChieruzziMassimo Chieruzzi
AdEspresso.com // @Twitter // @Facebook

~ CEO of AdEspresso, a self service tool to help Small and Medium Businesses succeed with Facebook Advertising.

Since our product is a Facebook Ads Manager, Facebook is critical to our marketing strategy and the marketing strategies of our customers.

The most critical myth to debunk in 2015 is that Facebook is not effective for B2B oriented companies.

Companies are made of real people, you just need to put in place the right social media strategy to reach the buyers inside your potential customers’ companies.

We use Facebook all across our funnel: to acquire traffic for our blog, to convert that traffic into leads through our eBook, and to convert leads into customers.

Here’s my top 3 suggestions:

1) Content is King

This does not apply only to Google and search engine optimization. A great Social Media strategy needs great content. There are 3.5 Million posts published every day. Most of them are crap.

If you want to succeed, write and share unique contents that truly add value to your audience. In 2015 no one needs another post suggesting for the that “To succeed on Social Media you need to be open and transparent” … OMG, Really?

I was planning to be closed off and shady… Don’t be obvious. Write or curate great content and you’ll be rewarded.

2) Advertising

Organic reach is constantly decreasing and unless you’re Social Media rock-star, you will reach a very small percentage of your Facebook Page’s fan organically.

Allocate from day 0 a small advertising budget to boost your Facebook strategy and reach more users.

3) Focus on real business results

Don’t get over-obsessed with likes. Mark Zuckerberg is the only one who really got rich with likes. They are a vanity metric.

Define clear, business oriented goals (i.e. more sales, more newsletter subscribers, more people at your events) from the very beginning, put in place all the tools you need to track them (Google Analytics, Facebook Conversion Pixels, etc.) and focus your strategy around them.

Aaron FriedmanAaron Friedman
DigitalHighRise.com // @Twitter // @Facebook

~ Director of Innovation, Five Blocks Inc.

Facebook for me helps humanize what we do.

I want people to see our accomplishments, the fun things we do, and the successes we have had.

When you look up an agency to work with, anyone can put up a nice website. But you can’t fake being a real person. It helps connect us with people who want to know what is behind the curtain of our agency.

Top tips:

1. Be genuine. And have fun.

This is your chance to show people the real you

2. Create lines that you won’t cross and stick to them.

If you are very political, or are perhaps a bit of a part animal, that’s fine, but just be aware that people will be seeing your profile.

Mike BeauchampMike Beauchamp
MikeBeauchamp.me // @Twitter // @Facebook

~ Social Media Strategist at Insightpool

Gone are the days that you could create a brand Page on Facebook, attract a few thousand fans, and then actually reach nearly all of them each time you posted an update. Long gone.

Three years ago, in April 2012, it was estimated that any given post reached around 16% of a Page’s total audience. Now, that number hovers between 4-9%. 

What must you, as a business owner, do to reach people? Even the people who have already ‘Liked’ your Page?

The first approach: Pay.

Contrary to what Zuckerberg might say publicly, advertisers, not users, are the lifeblood of Facebook. You want visibility; they [and their shareholders] want revenue.

The variety of ads and ad services you can work with is quite extensive, and from an ad-tech product standpoint, I’m quite satisfied.

I’m a big fan of their retargeting and custom audiences tools, and I see them work well every single day, both as a publisher and as a consumer.

View my complete guide to getting started (with lots of screenshots), here: The Definitive Guide to Facebook Retargeting and Custom Audiences. One semi-related pro tip: when you’re using the ‘Boost Post’ option, never do it immediately after you’ve published the post.

Wait a good 6-8 hours, since the initial visibility is highest for organic reach, and it’s free. Come back later and Boost to expand visibility even more.

The second tactic: get smarter about who you’re targeting.

Use the ‘Custom Audiences’ tool within the ads platform — even if you aren’t running ads — to build segments of prospects, customers, advocates, and more.

Depending on who you’re trying to reach with each specific post, you can target visibility accordingly. It takes a bit of time to configure, but once you do, it’s a “set it and forget it” type of tool.

The best part: you can target audiences you already have outside of Facebook by importing your email list or a customer list from your CRM or point-of-sale platform.

Build one segment of prospective customers and target your promotional posts to them. Build another segment of current customers and target retention-based posts to them.

The third tactic: get your audience to share your content from their profiles.

The most recent change Facebook implemented makes it so “friend content” is prioritized in News Feed over “brand content.”

Consider this: the average person has around 330 friends on Facebook. With any given post, the average person will reach between 60-90% of them (197-300 people).

Assuming a 5% organic audience reach with a post from a brand Page, you’d need an audience of 4,000 people.

If your Page has less of an audience than that, just getting ONE person to share your blog post / product page / newsletter / promotion gets you more exposure than you can on your own. 

If your Page has more of an audience than that – do this anyway. You should always try to maximize reach beyond just the bare minimum.

Lastly, focus on creating the type of content that will resonate with your users.This means taking yourself outside the mindset of posting what you want to promote or what you think your audience wants to see.

Look at your competitors. Look at major media for your industry. Look at blogs, forums, how-to sites, and YouTube.

When there are trends, breaking news, and big announcements, capitalize of those events with content that offers your perspective, or another unique view.

Remember: your job, regardless of what industry you’re in, is to provide value. Value gains respect. Respect gains business.

For more tips, tricks, best practices, and social media guidance, connect with Mike on Twitter: @mbchp. Also, you can email him directly: mbchp@icloud.com.

Mike GingerichMike Gingerich
MikeGingerich.com // @Twitter // @Facebook

~ Co-founder TabSite

I think Facebook is a powerhouse of potential for businesses.

It is central to my business efforts and to many of the clients we support. 

The power of Facebook is in the time spent on Facebook by users which is so vast compared to other networks, and, second, the vast data that Facebook has on users. 

This data allows incredible targeting so that businesses can reach their ideal audience. I like to say that you can get in front of ANYONE you want on Facebook with the properly targeted ad.  

The problem is that most business marketers on Facebook are not using some of the key tools available to them.  

For example, in the Ad Manager, I recommend that when working in your Ad Set, that marketers use the “More Demographics” section.  This is a tool with a dropdown menu and items like “Education,” “Work,” “Financial” and more.

Use it!

For instance, this lets you target by job title under “Work” or by those with a Master’s degree in the Education section.

By using the More Demographics and drilling down deeper into who you want to reach, you can get in front of the exact audience and wisely use your ad dollars.

Mike Gingerich

Second, I recommend that Facebook Marketers be using video more today

Right now videos loaded to Facebook are getting great reach so it’s a tool that should be utilized.

I recommend that businesses create short videos on their mobile phone that introduces their new blog content. 

This personal touch and native video to Facebook will auto-play in the News Feed and statistics are showing these posts are getting more clicks and interest than simply link posts of the same articles.  

Third, it’s important to test and adjust. 

It’s not good marketing to just blindly run a strategy without evaluation.  Run a few posts and then review the Insights on the posts and the traffic to your website. 

What type of post performed better?  Links, videos, or photos?  What time of day is important for you to post?  What type of message captured the attention of your audience the best?  Review, adjust, and try more!

Facebook is a land of great opportunity for the marketer willing to put in the effort to drill into the Facebook toolkit and to test what they are doing!  

Natascha ThomsonNatascha Thomson
MarketingXlerator.com // @Twitter // @Facebook

~ CEO & Social Media Consultant at MarketingXLerator

I have to admit that Facebook is my least leveraged channel when it comes to externally marketing my social media consulting business.

The main reason is that I have primarily worked with B2B clients, and I see Facebook more suited to B2C marketing (at least in the USA).

Second, Facebook is my little sanctuary where I connect with a very select network of people; conversations are typically private and personal.

Recently, I’ve started to work with Beonpop, a company that helps individuals and brands measure and improve their social media performance.

Beonpop has had great success with Facebook marketing in Brazil, using promoted updates to attract the first few thousands users to Beonpop.com.

Without disclosing any confidential information, I can share that our paid Facebook activity created a higher ROI for us then, say, Google Ads.

Only a couple of years later, Beonpop has 400,000 users and growth is mostly organic.

Later this year, we are launching Beonpop in the USA and will again use Facebook promoted updates to stimulate adoption.

Once we launch the Beonpop app, we intend to extend this strategy to paid Facebook In-App advertising.

Here are my top 3 tips for bloggers and consultants who don’t want to waste any time or money using Facebook:

1. Be clear about your goals.

There’s a big difference in your strategy if you want to create awareness vs. traffic back to your site.

2. Use a different approach than on Twitter or LinkedIn

Emotions, stories and visuals work best.

3. Don’t over-share.

Especially if your content is more promotional in nature (vs. educational or funny), users are more likely to ban you from their timelines if you share more than 2-3 times in a 24 hour period.

4. Bonus tip

Beonpop is a Facebook app. As a brand, you cannot only manage your online performance and see how you stack up, but also run inexpensive WOM campaigns that will increase your fans and engagement.

Ravi ShukleRavi Shukle
RaviShukle.com // @Twitter // @Facebook

~ I love helping online retailers create happy customers for life through customer service.

Facebook plays a pivotal role in both my business and for my clients. I help online retailers create happy customers for life through customer service.

Facebook offers a great platform to add value for my customers through content as well engaging in conversation to help better serve their needs.

My top 3 tips for bloggers and social media consults would be the following:

1. Be consistent

You can’t build loyalty overnight and this means in order to develop the relationship with your fans you must be consistent with the content you create ensuring you are posting on a regular basis.

This shows your fans your level of commitment and helps to establish that trust.  Another tip is to make sure the content you are creating helps to provide a solution to your fans most common queries and issues.

2. Hero the customer

Customer service has now gone social and this means potential customers now turns to a brands social channels for help and support.

This now offers your business the perfect opportunity to convert them into customers and create that great first impression.

To hero your fans simply means to acknowledge their needs and recognise their contribution.

Here are a few ways you can hero your fans on Facebook today:

  • Response times – Aim for between 1-2hours
  • Reward loyal fans who regularly contribute on the page
  • Spotlight content created by fans (user generated content)
  • Take on board customer feedback & take action based on findings
  • Better serve customer needs by monitoring Facebook insights and engagement data

3. Target Facebook ads

To really take your engagement and results to the next level it is vital you have an ads budget on your Facebook page.

The next step is to then research and define your key target market. These are people, niches and industries that have an interest in what you have to offer. 

The next stage is to then create an ad or offer that appeals to this audience and dedicate a budget to reach them.

You want to ensure you use a smaller budget to test responses and then continue to tweak.You can create ads to help promote your blog posts, promotional offers, webinars, products or even to acquire new fans.

The key takeaway with any Facebook ad is to test the copy and targeting on a regular basis to help consistently increase those all-important conversions.

Rocco Alberto BaldassarreRocco Alberto Baldassarre
RoccoBaldassarre.com // @Twitter // @Facebook

~ Digital marketing consultant and entrepreneur. Founder of the award winning digital marketing agency Zebra Advertisement.

Facebook is a key component of all of our marketing strategies mainly due to three reasons:

– Facebook has a very good cost per click and can generate good traffic volume at a considerably fair price

– You can target users based on interests and behavior. This is something that some types  of products find extremely attractive

– You can integrate your search engine traffic with Facebook and make it much more effective from a conversion point of view.

We use it for B2B and B2C customers but the way we target to their respective users is completely different.

For B2C businesses you can focus on purchasing behaviors or life styles while for B2B we prefer to use target methods that help identify business professionals online.

My best 3 tips for social media consultants are:

1) Test, test and test.

You can never stop testing your campaigns. This is the best way to generate scalable results for your campaigns. You should always test images, headlines and the text of your posts.

2) Use custom audiences.

They are extremely powerful to generate more and better leads. Some good custom audiences are website visitors retargeting and a list of your current emails list. It is also recommendable to test lookalike audiences to expand your reach.

3) Test Video campaigns.

Videos are a great tool that could boost your campaigns. Facebook recently launched the opportunity to test videos for conversion ads showing the growing importance of videos!

Ryan Shaw Ryan Shaw
RyanShaw.me/blog // @Facebook

~ Online Marketing Expert, Trainer, Coach

We use Facebook as the main hub for new customer outreach, followup, retargeting, and engagement with customers.

If you want to take Facebook seriously, you must be doing the following things:

#1 : Get active and engage. Post daily on your fan page value.

#2 : Use FB Ads to acquire new customers and at the very least, retargeting your fans and email lists.

#3 : Setting content syndication systems where your blog content goes to Facebook and your other social media outlets.

Sherri-Lee Woycik Sherri-Lee Woycik
SocialMediaminder.com // @Twitter // @Facebook

~ Facebook Marketing expert, trainer and coach

I own a Facebook Marketing Company, so Facebook plays a significant role in my business.

That is where I get most of my clients and customers and the only source of paid advertising I use.

I started my company, 5 years ago, for under $100. And now earn well over 6 figures and support my family as a single mom.

I love to teach heart centered entrepreneurs how to use Facebook to achieve the business and life of their dreams and hold classes and workshops and coach people how to do that.

I use Facebook to learn more about my ideal customer and client and then create products and services from that information so that I can better serve them.

I then use Facebook to reach those people and let them know I have a solution to their biggest challenges.

Top 3 Tips for Bloggers and social media consultants looking to take Facebook seriously:

1) 90% of what you do on Facebook will not work the way you think it will. It’s market research, learn from it, adjust and move on.

2) Use Facebook to get to know more about your ideal clients and customers so you can better serve them.

Ask questions with a clear call to action and then reply to their comments.

3) If you are resistant to paying Facebook to market your business, get over it.

It’s the most cost effective, targeted and results oriented advertising available and they are continuously creating new ways for you to reach your customers on Facebook.

But don’t just jump in and start dumping money on ads, learn how to do it properly and effectively so you don’t waste money.

Petra NeigerPetra Neiger
RedPantz.com // @Twitter // @Facebook

~ Marketing Exec. Advisor to Brands.

Facebook has been around for quite some time so most people are familiar with at least the basics.

As the platform continues to evolve, keep an eye on the changes that can impact your business – whether they are changes to the algorithm or new business and/or integration opportunities.

Leading with insights.

Monitoring and interpreting analytics will help you better understand your fans’ habits, appetite and so on.

Over time, you will start seeing patterns. Your goal should be to uncover the “why” behind these patterns and adjust your plan as you go along.

Sharing content that matters.

Understanding your audience is critical in Facebook marketing. People use their social media channels in different ways.

What works well on one platform may not work well on another so it’s important to tailor your content and message to the various channels.

Sure, there will be things you will promote across the board, but not every piece of content will work well on all of your channels.

Or, you might want to highlight a certain aspect of your content on one channel, and another aspect on another channel.

In summary, diversify your content, highlight the things in your content that resonates most with your Facebook audience and use language that triggers the desired result among your audience.

Competing for attention.

You’re competing for attention not only with other brands but also with every update that shows up in your fans’ feeds. Expect Facebook to continue to monetize its platform for businesses.

Expect additional changes in their algorithm and offerings. For brands, this means paying for exposure in different ways.

Targeting for expansion.

When advertising on Facebook, look beyond your obvious target.

Spend some time identifying adjacencies and expansion opportunities. For example, if you manage a yoga studio, who could benefit from yoga besides the people who already have yoga as their interest?

Is there a field that yoga can help complement?

Is there a certain lifestyle or goal that yoga can help achieve?

What other ways do people typically solve the same problem?

The bigger picture.

Facebook should be a part of your overall customer experience plan.

Notice I didn’t use marketing strategy.

Your customer experiences your brand in multiple ways, Facebook is just one of them.

Make sure it’s a good experience for them. After all, your Facebook community is really their Facebook community – it’s not about you, it’s about them.

Keith KrancKeith Kranc
DominateWebMedia.com // @Twitter // @Facebook

~ I help businesses and entrepreneurs around the world build their brand faster and generate more leads and sales using Facebook Ads and conversion optimization

Facebook ads are the lifeblood of my business. As we have a Facebook ads management agency, a Facebook ads coaching business, and I am the creator of Facebook Ads University.

The number one piece of advice I try to give everyone is to really think about and treat that Facebook end user (which you have an uncanny ability to tap into Facebook’s targeting capabilities and find your exact, ideal potential customer) no different than you would treat someone you meet at a party, event, or coffee shop for the very first time.

Nobody likes “that guy” who tries to pitch you his “financial planning services” 30-seconds after shaking your hand. But everyone likes that guy or girl who is always giving awesome, insightful tips, without asking for anything in return.

Who do you think is going to have better luck running a newspaper ad in his or her local town about his or her retirement planning program?

The guy who is always trying to lock down an appointment with someone the first time he meets them, or the girl who is focusing on building relationships and making friends when she is out at social events?

Of course the girl building relationships and making friends…

You can do the same thing on Facebook if you set up the right system.

The best way to do this is to start sending targeted Facebook traffic to a high-value, un-gated piece of content before you send traffic to your opt-in page or sales page.

With Facebook’s website custom audiences you can be tracking every visitor that lands on that un-gated piece of content (building an “invisible remarketing list inside Facebook) and follow that campaign up with a more promotional, direct response campaign where an action is required by the user.

One important factor to consider with this strategy is to make sure you have highly visible calls-to-action throughout this content piece (blog post).

Then run a retargeting campaign targeting recent visitors of that page straight to a landing page where they can opt-in for your lead magnet, webinar registration, get your coupon, demo your software, etc.

The second piece of advice I always give people is to spend a lot of time using Facebook Audience Insights, Facebook Search, and Amazon to find out exactly what your target audience’s likes, interests, and behaviors are.

A great search phrase using the Facebook search bar is: “pages liked by pages who like [your page or a competitor’s page].”

The third piece of advice I am giving to my students right now is to start using Facebook video ads as much as you can.

With video ads you are branding yourself 10X more than a typical image or link ad campaign. AND you can now create custom audiences (retargeting lists) based on “Video Views”.

So you can build your retargeting lists 10X faster than a typical campaign, because a video view will typical cost between $.01 and $.06 cents, which is much cheaper than a click to website!

For more detailed trainings and please visit Dominate Web Media or pick up the “Ultimate Guide to Facebook Advertising” at Amazon.

Now, We Encourage to Send your Facebook for Business Comments below

You too have the power to leverage this amazing social platform, so don’t wait; you now grasp how to market yourself (and your brand) on Facebook. Take full advantage of it!

 

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