People believe that Facebook was the first thing and now it is probably the last that kids will use. Parents did not approve of it's use at first, they firmly believed that it drove the children away from their studies and then, a transition occurred. Now, parents endlessly use Facebook and kids instead have moved away and have started using Instagram. It is true. But another fact which is true is that not only do they have the biggest user base, with over 2 billion monthly active users, but they also make plenty of money with their advertising system.
What are Facebook Promotions ?
To quote Facebook, " These Promotions Guidelines govern your communication about or administration of any sweepstakes, contest, competition or other similar offering (each, a “promotion”) on Facebook. "
When you choose social media ( Facebook, Instagram, Pinterest, Linkdin ) as one of the mediums to promote your goods and services it comes under the umbrella of Facebook Promotions. There is a special Facebook Ads Manager which helps you to start your promotion campaigns successfully. The Ads manager is where you go to create and manage your campaigns.
It helps in :- Setting up Facebook Ad Campaigns
- Creating new ad sets and ads
- Managing Facebook aid bids
- Targeting audiences from all around
- Optimizing the ad campaigns
- Keeping tracks of all the promotions as well as campaigns
- A / B testing your Facebook ad campaigns
Types of Facebook Ads
- Inside the news feed on desktop
- Inside the news feed on mobile
- Right-hand sidebar on desktop
- Audience network on mobile
- On Instagram
Mistakes To Avoid When Promoting On Facebook
Casting a net
One of the biggest cons of promoting your business is blasting you page with promotions and offers. If you try to keep it authentic, it might actually bring consumers back to your page as it is an original. When people curate their pages in such a way that it makes viewers feel important and cared for, it will definitely attract them more to your business than others.
In additions to this, if you make promotions and post them in a way which has relevant information on it, it becomes a utility for the viewers and they will end up following you. When people see that some company if offering a services that will benefit them immensely, then only people get attached to it.
Negative Company Culture
Through promotions, companies aim to attract more and more customers for all around whereas the viewers try to get an idea of what the company is about and procuring their services and products will benefit them. Amidst promoting, the aim should also be to clarify and give a clear idea of what the company stands for, what it's identity is and what are its aims.
For example, many clothing brands claim that they are sustainable and eco friendly in every way possible. They put out various reports to prove their high claims. But reality is that these companies, they do not recycle any of their products. Instead, they send their garbage collected to the third world countries which pollutes the world even more. Big brands like ZARA, GAP, H & M are examples of being a part of fast fashion.
They continue to promote their products through Facebook and other social media channels, claiming one thing and contradicting another. This gives out a vibe of Negative Company Culture and drives people away from using the services.
Comfort Bubble
Many a times people play safe and promote using the same strategy over and over again. For example, Tina Fey and Amy Poehler did a great job when they hosted the golden globes for the first time. But hollywood foreign press tried to play it safe and got them to do it two more times. When a tried and tested method succeeds, it gives people surety that it will work and they curtail themselves in a safety net. This gives no space for new creativity.
In order to grow out of this circle, one must consistently try to create new kinds of promotions and include infographics, videos, images, audio effects, animations and other visuals.
This boosts the reach and even enables customers engagements, it increases likes, comments and shares.
Writing Off Facebook Ads
It is not a news that people often shy away from paying money to people and try to reap the most benefits free of charge. This is the reason why the reach of their company remains limited. And they end up wondering as to why it is not as popular as they were expecting it to be.
To make the page viral and famous, you need to invest more in it. It will require you to build powerful platform that will assist to extend their customer prospects as well as the target prospects.
Not Using External Tools
Facebook provides many effective and creative tools that people only use that. But here is an eye opening fact for you, many people are already using these tools and they are tried and tested. Whenever you use such tools, they bring nothing new and people have already seen it many times. It gives viewers the idea that you have nothing new to offer and lack innovation.
Instead if you use third party tools, it will bring a new look and uniqueness to your profile.
For example :
AgoraPulse: Allows you to attract more customers to your page and engage them with customizable quizzes, sweepstakes, fan voting contests, and more.
HootSuite: Helps you to manage different social media pages and schedule posts when the social media department is on a retreat.
Not spending more money on testing
People believe that testing is useless and it just yet another expense that must be avoided. But practically, it is the other way round. If you think about it, spending money on tests instead ends up saving you money. It brings you the surety if a certain promotion or ad boosts sales or is a fail.
With each effective ad, you will earn more popularity and customers whereas with each ineffective one, you will lose them. And the only way to find out what works best for your company is to test the ads first and spend money on it.
Below are some of the yardsticks on which you can base your testing :
- Image – Choose images that project different messages or appeal to human psychology in different ways.
- Audience – Popular audiences may be more costly to target but will bring in more conversions, while less popular audiences are cheaper to target but each ad will cost more per impression. Testing will let you know which is the lesser of two evils.
- Relevance Score – These Facebook evaluations of ads are based on several factors including conversions and click-through rates. Ads with higher relevance scores typically cost less per click.
- Copy Text – Try different phrasing, varying the length of the copy, and adding a call to action to see what message really resonates.
Unapproachable factor
People like to interact and connect over something they feel attracted to. For example, if you run a home based bakery that is accepting orders on a daily basis and you post promotions frequently on facebook. People who like it, will try to connect and know more about what other flavors you offer, will you be able to make customized cakes or what are the prices of the different cakes you order. If you already post all of these details in your promotions, it make them informative as well as useful.
If you respond to an enquiry made by a potential client fast enough, you will definitely not lose that customer. In addition to this, if your comment section is active, even that also engages customers. This is how you can make your business approachable, provide better customer engagement and services.
Sporadic Posting
Do you know what people like ? They like consistency. If they follow some page and it posts on a Sunday every week, people look forward to it. But if you post a bunch of photos on a same day and then go AWOL for a few weeks, it will be easy for people to forget about your businesses existence.
It is a fact that if you do not post frequently enough, people will lose interest. There is a balance to be maintained in between posting infrequently which drives people away and posting too frequently that it annoys them away.
How to Successfully Promote Your Business On Facebook
Inviting your peers, friends, colleagues to like & share
You cannot just start with approaching random people to like and share your page. The first step you can do is :
- Go to your Facebook Page. In the left-hand menu, click “Community” (you may need to click “See More” to find it).
- On the Community page, find the right-side section with the search box that says, “Invite your friends to like [your Page name here]”.
- In the search box, start typing to find friends to invite to like your Page. (Facebook suggests some friends for you underneath.)
- Alternatively, from your Page’s home, navigate to the right-side column and click “Invite your friends to like this Page.”
Engaging and Original Content
Concentrate on posting original content. Many a times while researching the field, people like how a third person has created their page. They try to imitate that. If you create the kind of page which already exists, you bring nothing new to the table or fresh to the eye. But if you be individualistic in your approach, that is the thing which people gravitate to.
With that, do not forget to post the content which engages people like info graphics, polls etc. You can even post coupons and different sales, as it attracts people.
Interacting With the Community
Do not think that you are the only fish in the sea, there are many people who are doing the same business as you do and are using such platforms. If you interact with them, it will open the doors to new ideas for you. If you become a part of that community through Facebook, it will definitely benefit you in one way or the other.
In addition to that, when you make connections and then subtly ask them to promote your page or give a 'shout out' to it, you will definitely gain more customers.
Creating ' Like ' Ads
Facebook provides and option of creating ' like ' ads that allows your page to appear as ads on the profiles of those people who have already like the same kind of business as yours. You can very easily widen your customer base using this option.
Posting Method
One, it is important to keep in mind that you must post frequently. Another thing is that, you can actually see when the people are most active and post your promotions at that time only. It increases the chances of people engaging with your ad more. Otherwise there is a high probability of your ad being crowded or over looked for some other post.
Facebook provides an option of ' INSIGHTS ' which helps in knowing when people are most active.
Adding page link to your Facebook Profile
If you want to promote your business elsewhere other than your bubble, you must add a profile link to where you have posted the ' Contact Us ' information. You can add that link in such areas:
- In your email signature.
- In your website footer.
- In your author byline on your blog and guest blogs.
- In your blog sidebar.
- On your website contact page and about page.
- In your other social media profile bios.
Adding Relevant Blog Content
You can complement one already posted promotion with the new one through the option provided by Facebook. It adds more information to your content and make it look engaging. In addition to this, it is a way of subtly promoting more ads without making it look spammy or crowding the other person's profile. It even expands your profile's depth.
Find the post to embed. Click the ellipsis in the upper right-hand corner of the post.
Click “Embed”
Copy and paste the code into the body of your blog text, where you want the Facebook post to appear.
Conclusion
Spider India is a mobile app development company situated in Chennai, India. We have a talented team that has an in depth knowledge of not only mobile app development but also facebook promotions which comes under the umbrella of digital marketing, email campaigns, UI/ UX designs, website development etc.
Our past customers have been really happy with our services. We have grown and expanded as a business during the last 5 years of establishment and continue to improve ourselves keeping our morals intact.
