With more than 2 billion active users on any given day, Facebook is the place to be for social media marketing. Like it or not, it’s become the yellow pages of the web for most small businesses. And though it has a reputation of an older-skewing audience, 70% of 18- to 29-year-olds in the U.S. say they use the site, which isn’t all that measurably different than the 73% of 50- to 64-year-olds who cop to using the platform, according to the Pew Research Center.
“While only a portion of followers see a user’s posts, it’s one of the highest-rated platforms for engaging an audience,” says Isabella Zhou, marketing lead at Trustana, a B2B cross-border trade platform.
The Average Facebook User …
Spends 34 minutes a day there
Only accesses the site on their phone
Likes 12 posts per month
Source: HootSuite
5 Tips for Using Facebook in Promo
Charity Gibson, national account coordinator at Newark, NJ-based Peerless Umbrella (asi/76730), is an active Facebook user and advocate for its ability to foster connections and build a brand. Here are her best tips for making the most of the site.
1
Join a Few Groups
Gibson calls Facebook’s Groups function “one of the best marketing tools” out there. “You can connect with people in specific market segments and converse on certain topics,” she says. “Additionally, groups get priority in the algorithm, and you have a better chance of your content being seen when shared into groups.”
Look for groups where you have a common interest or can share your expertise. It could be a regional group or one for a niche market you serve. The possibilities are endless. Once you’ve joined, however, be sure to read the rules and follow them. Join the discussions and provide knowledge, but avoid hard-selling. That’s a turnoff to would-be prospects and could even get you kicked out of the group altogether.
2
Make Long-Lasting Connections
Facebook is a “true relationship-builder platform,” Gibson says. “The fact that we can look at nearly 15 years of history for most people and get to know their likes, dislikes, hobbies and even how their physical attributes have changed is mind-boggling. It puts us in a unique position to give extra-special gifts that are custom suited to people’s tastes, and start conversations about things we share in common.” Note there’s a fine line between showing interest in someone and Facebook-stalking their past.
3
Be Yourself
“Post when your hair isn’t perfect and share that recipe or that story about something silly that happened to you the other day,” Gibson advises. “And remember, you don’t have to do what everyone else is doing or share what other people are sharing.” Not everyone is going to see or like what you’re posting, but that’s OK. It’s about getting your message to the right people, not everyone.
4
Add Value
“If you wouldn’t want to see it, watch it or read it yourself, then don’t post it,” Gibson says. “If you’re using up a moment of someone’s life with your content, make it worth their moment.” That could be through saving them money, making them money, helping them save time or even just making them laugh or smile, she says.
5
Get Social
Don’t just mindlessly scroll. Congratulate people on milestones, comment on interesting posts, start conversations. Says Gibson: “It’s far less about what you post on your own profile and more about how you engage with others.”
What Worked for Me
Early on during the pandemic last year, when nobody was sure what to do or how to conduct business, Peerless Umbrella decided to try something lighthearted to bring people together: hosting a blanket fort-building contest. “Children, adults, parents with their children, competing suppliers – the entire promo community jumped in and joined the fun,” Gibson recalls. “We gave away some fun prizes, but most of all we helped people smile during a very dark and uncertain time.”
Bridget Burckell Ray of Brand Fuel (asi/145025) won the grand prize in Peerless Umbrella’s blanket fort challenge last year.
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