Subscribe to get access
Read more of this content when you subscribe today.
One of the most obvious ways to market on Facebook is to set up a fan page for your business, your brand, or your cause. Facebook actively promotes this feature of its website. What it doesn’t tell you is the fact that Facebook has been actively modifying its algorithm to the point that you’re going to have to have very popular content for you to reach most of the people who have expressed interest in whatever it is you’re promoting.
Put simply, not all the people who liked your page will get to see your updates. In fact, in most cases, only a small fraction of those people will get to see your updates. Sadly, Facebook is actively working to limit the free traffic exposure you would get until you can prove to it that your content is really popular with your page’s fans.
Here are the steps you should follow to market on Facebook:
The first thing that you need to do is to avoid reinventing the wheel. You need to avoid trying to figure things out on a completely hit or miss basis.
Instead, reverse engineer your competitors. Let them do your homework for you. How?
Well, find them on Facebook and learn from what they are doing.
Every niche has an industry standard in terms of social media profile, brand appearance, and content strategy. The sooner you understand this, the sooner you will be poised to achieve social media marketing success on Facebook. The longer it takes you to learn this, the longer you will struggle.
Understand that your niche audience has become familiar with how certain brands or websites are positioned on social media. If they can’t make heads or tails of your social media brand, they probably would not like your page. It may seem weird to them because it seems so far off from the “industry standard.”
Your job at this step is to figure out the industry standard look, content strategy and other elements and come up with your own take.
Use Facebook’s lookalike audience system to find people who are not currently fans of your page. This feature in Facebook’s ad system enables you to reach new audiences who share roughly the same interests as the people who have already demonstrated an interest in your page.
You’re basically using Facebook’s very powerful interest targeting system in terms of demographics and interests to get new eyeballs to your page. This can lead to more likes, which can lead to more readers of your content. From that point, you can then run targeted ads.