How do you use Facebook marketing for this? Best principles
How do you use Facebook marketing for this? Best principles
You are convinced of it Why Facebook Marketing: then the question is now how you tackle that. Without wasting too much time on 'Facebooking' and in a way that your budget really delivers. What are the starting points and methods for Facebook marketing? In other words, what are the so-called best principles which to a certain extent can be applied to most companies?
Page links Facebook marketing: How?
This article is split into 3 pages: Why, How and What. Use the page links below for fast navigation.
Facebook Places
Facebook Apps
Take Facebook seriously
Grow your Facebook reach
If you do not appear in the Facebook Timeline, in principle you do not exist on Facebook. So how do you do that? By growing your Facebook reach, and that is not the same as the old question: how do you get more likes. The reach on Facebook is made up of referral reach, organic reach, viral reach and paid reach:
Referral range
Refer to your Facebook page and Facebook content in all your other channels: in your newsletter, Twitter, LinkedIn, a shop sign, in a signature in all your e-mails and of course on your website. The reference must of course fit per channel and also add value. Your Facebook page must then appeal in such a way that they like your page. Example how it not must: you are going to follow someone on Twitter (for example out of politeness because they started following you) and you will receive an automated message: like our Facebook page. Because Twitter is not good enough?
Organic range
The organic range is determined by Facebook and is on average 2 percent. This is average: the National Postcode Lottery, for example, has 20 percent. So you have some influence on this: by ensuring that your Facebook page only focuses on your target group. When every previous Facebook post has evoked a lot of interaction, Facebook will raise the organic reach for your page.
Viral range
Viral range is thus created through interaction. A link to an article about cheating will certainly not everyone like (because everyone can see) but it does generate clicks, and that is also interaction. In the past, photos with a link worked well, now it is uploaded video. Read further under What to learn which content works well. Content goes viral when it appeals to your target audience in the right way.
Paid range
Paid reach is the use of Facebook Ads. This is not only for boosting your Facebook message, but also for getting more likes (referral range). If you do not want to advertise, then you need a lot of interaction to create viral reach. Do you mainly want to send with Facebook? Then you will have to pay for this.
Focus on your target group
If you look at the above explanation of reach on Facebook, you will see that it pays to focus on a specific target group. That ensures that your referral range results in more likes and that your viral reach grows. Only content that is relevant to your target group will ensure that interaction. Facebook has a brother who is dead to viral content that is general and focuses primarily on going viral:
- Like baiting: explicitly asking for likes, shares or reactions is punished by Facebook with less reach (Facebook news)
- Click baiting: sigh. "You won't believe what happened after clicking this link" You know them: those annoying messages that scream for attention but don't tell you anything. Fortunately Facebook finds this annoying, and for the reason that Facebook users do not know what to expect after the click. Facebook likes to offer a positive experience, and clicking on click bait and then clicking back irritated is not part of that. The time spent on the page clicked betrays Facebook or it concerns click bait.
- Hoaxes: “why boiling water twice is unhealthy ”is fat nonsense. Hoaxes are a kind of click baiting with an eye-catching head (because not true brought as true). It is now easier to report and hide hoaxes. In this way, satire sites with "irrefutable proof for Sinterklaas”If they do not result in reports.
So this is how it should not be:
Like, Share and Win
Facebook has strict rules on the placement of promotions: you may not ask for a like or share and you may not disclose the winner without being asked. Read more about it promotions on Facebook. Just because you see this happening on Facebook on other pages does not mean that when you do it, it always goes well.
Likes without interaction
Now many have succeeded without adhering to Facebook's guidelines, taking an action with 'success' and harvesting many likes. I write success by the way, because in my eyes it is not a success. Look at the explanation of reach on Facebook: by giving away an iPad you appeal to everyone and you can get a lot of likes. But 'everyone' is 'none': you do not address a specific target group. And you will notice that in your viral range: that one like for the iPad comes from someone who is otherwise not interested in your clothing store or taxi company. So there will be no interaction with the messages that you subsequently post. This then has consequences for your organic reach. This is also the reason for not buying likes !!!I recognize sites that did iPad promotions or bought likes by the high number of page likes and the low amount of interaction per Facebook post. Another factor is working area: a barber shop in Amsterdam basically doesn't want likes from Limburg.
Facebook is not an island
Do not use Facebook separately, but in conjunction with all your other channels. Conversion is done on your own channel, usually on your website. How do you get your target group to your Facebook page? When and how does your potential customer become aware of his or her needs? Via which channel? What role does Google play?
Facebook is part of the customer journey
Marketing is a well-oiled machine consisting of different channels that help the customer in the customer journey. The customer journey typically has 5 phases: awareness, interest, desire, action and service / loyalty. This is the old AIDA model supplemented with the lasting customer relationship. Facebook can play a role in every phase, but it is clearly better in awareness, interest and service. That is because most Facebook users want to click on something that appeals to them personally, but not so quickly to a great offer. Facebook optimally supports when consumers are already familiar with your brand but are not yet ready for a purchase. Organic reach is good for creating binding that results in occasional clicks to the website. Paid range helps you with quality traffic focused on conversion. Furthermore, your Facebook page works as a service channel: a public contact point that is easily accessible.
Facebook is mobile
Do you read this article on your mobile, tablet or on the PC? 70 percent of Facebook is used as an app on a mobile. You must therefore assume that your content is viewed on mobile. And mobile not only means different requirements for the images you post, but also completely different behavior. This way many people wake up with their mobile: check emails and Facebook as quickly. The mobile also often goes to the toilet or bathroom (18 percent of smartphone users use the smartphone 'Somewhere else in the house'). A mobile, the name says it all, is for consumption of content en route, often in public transport. That can therefore be a beautifully long article such as this longread in front of you, but also fast, bite-sized content that provides an instant response.
Mobile conversion
Typically, there is little conversion on the smartphone: you really book that holiday on your desktop, tablet or laptop. Certainly because many banks use an extra log-in device that you often do not have with you on the road. 2 percent of all online consumer spending goes via the smartphone, against 11 percent via the tablet and the rest via desktop. A smartphone is very personal (you don't share it like a PC or tablet) and offers all kinds of context options, the location of which most important is. That is why you can also state your location with a status update. Furthermore, this given (now) Facebook marketing is over.
Mobile (smartphone and tablet) use in the Netherlands
Keep the following numbers in mind:
- 81 percent of the Dutch from 18 to 80 years old has a smartphone; so even those 65 + are now flocking to the smartphone. Mobile marketers also include tablets. In 61 percent of Dutch households is one tablet present.
- 70 percent of smartphone users, the smartphone uses social media, which is close to 68 percent of tablet users.
Mobile Facebook use
- According to Facebook used 70 percent of the smartphone users Facebook on their mobile.
- As of April 22, the total number of daily users is with 17 percent to 936 million. Of these, 798 million users use a mobile app or the mobile page (handy because then you can receive and send your messages without Messenger!).
With Facebook Ads you can also advertise specifically for mobile users. According to the Mobile Marketing Monitor 2014 93 percent of the advertisers interviewed are going to use mobile marketing, but according to figures from Facebook, only 1 percent of its advertisers use mobile marketing.
Facebook is video
Every day on average more than 4 billion videos are viewed on Facebook: this is on 22 April 2015, in September 2014 this was still 1 billion videos. For comparison: on YouTube this is 7 billion videos per day. 70 percent of all video content on Facebook is now directly uploaded to Facebook, and only 30 percent comes from Youtube, Vimeo and other sites. That was exactly the other way around in September. And do you still know the Ice Bucket Challenge for ALS? That generated 10 billion views on Facebook and only 1 billion on YouTube. Read more about Facebook and YouTube on Fortune.com and Forbes.
Facebook video gives fast reach
So uploading video works really well on Facebook: Facebook's Edgerank shows your video faster in your fans' Timeline. And thanks to a new setting, video immediately starts playing as you scroll past it. So it gives direct exposure. Video is ideal for conveying a message that goes a bit further than just an image that evokes an instant like. Video can explain something very well, such as a how-to, immediately conveys a feeling, such as a TV commercial for an exotic country, and gives a lot more experience, ideal for branding and brand recognition. Video offered through an advertisement is much cheaper via Facebook than on YouTube. Most important rule for video on Facebook: mobile first.Great disadvantage compared to YouTube: once passed in the Timeline, a video does not come back that quickly. It is passé. YouTube has an ideal search function for videos regardless of the upload date. Another point for filmmakers: little control of property rights as yet. In summary: Facebook is working hard to attract video and therefore gives you (now) extra reach. Benefit from it. And this is how you use video for your marketing:
Facebook is segmentation
Do you ever look at your statistics as a Facebook administrator? There you get to know your target group in terms of gender, age, country, city and language, with a distinction according to fans, reach and interaction. Facebook Ads offers far-reaching possibilities for further segmentation and to find out who exactly does and does not interact with your ads.
Facebook by age
How Facebook is used differs per age. See how, for example, your parents use it. Young people now use Facebook mainly for the communities: places where their parents and family are not (yet) watching. Further according to Newcom:
When to segment on Facebook?
You can extend segmentation on Facebook very far: car brand Lexus created 1000 unique video advertisements to promote the NX model. Now not everyone has such a budget available, but when you ask yourself as a marketer: how can I get more out of my budget? Remember that personalizing is the key to this, and Facebook provides you with all data and possibilities.
Facebook Places
Do you have a physical location such as a store or office building? Claim this with Facebook Places. This allows fans to 'check in' at your location, which increases the visibility of your location. Do you have multiple locations? Consider whether it also pays to do a separate Facebook page for each location: ask yourself what local ties can add. No time for 13 branches? Keep it at one page at brand level. Find your Facebook Places just by searching on it. Then go to the page and check the buttons. (the exact method of claiming has already changed a few times)
Facebook Apps
Notes, video and events are the standard apps that Facebook adds to a Facebook page. You can add more: Twitter (example Bloeise) and MailChimp (example Bloeise).
View Social Media Examiners list of 15 apps for your Facebook page
Take Facebook seriously
Only when you see a direct link between your business objectives and the possibilities of Facebook, that is between benefits and costs, can you take Facebook seriously. Are you on Facebook and don't take it that seriously? Your target group is also there and it does take it seriously, if you look at the time they spend on Facebook, the role of Facebook in their lives and the expectations they have, certainly at larger companies.
Embed Facebook into the organization
Too few people, too many tasks. And Facebook is also added. The result: "Yes, I don't have time for that now." As a Facebook manager you really have to 'embed' in the organization. To organize Faceboook business in the company:
- Look how you feel business objectives can achieve with Facebook. read Why Facebook. Do you not see a link? Delete Facebook from your to-do list. Next!
- Then create internal clear why you choose Facebook as a company.
- Make sure your employees also time get to do Facebook.
- Also make sure your employees know how Facebook works (for example, follow a Facebook workshop)
- Determine per target group (which marketers are you ready for?) Which content which themes and which form fits, and make a content plan. (also see B2B Content Marketing)
- Don't have one yet complaint handling? Note as an action point. Otherwise adjust your complaint handling for complaints that come via Facebook. See how you can resolve complaints quickly and effectively, and see how you will use this input to improve your services. Make agreements about the way of responding and the response time.
- Consider a handy one tool such as Hoot Suite for scheduling messages, following responses and sharing work. Also works for Twitter and LinkedIn.
- Be clear to Outside what you can expect from your Facebook presence: how do you deal with responses? When and how quickly do you respond? That way you can meet expectations faster. And also be clear in your answers: respond quickly and indicate when you cannot yet give a real answer. With complaint handling, recognition is already 50 percent of the solution.
So there is still a lot to do with the way you can use Facebook marketing as a company. The crux is 'in the word'marketing': how do you bring your product or service to the market via Facebook? For that you have to take into account how your target group uses Facebook, the customer journey of your customers and the role of Facebook in it, the importance of mobile, the importance of video, the segmentation possibilities of Facebook and how you build up exact reach. And then you can only start looking at the Wat. What kind of content do you put on Facebook?
Read Part 1: Why do you use Facebook marketing?
Read Part 3: What do you use for Facebook marketing? 22 useful tips
Do you want to continue with your Facebook page and Facebook marketing? Click below to sign up for the monthly Bloeise newsletter and receive the practical Facebook for business checklist.
BONUS: Download the practical Facebook Page Checklist Checklist with which you Facebook marketing improves immediately |
Ask? Comments? Give your reaction:
1 Comment. Leave new
Thank you for sharing the content!