2014-12-02 | 3315 Print PDF
There are several means and approach to utilizing facebook for your small business, but one of the most annoying approach is to assume that all businesses are best on FACEBOOK.
There has been some related talks on Facebook Marketing for small business and the kind of businesses that performs best on facebook advertisng and I must agree with this notion that not all busineses are suitable for FACEBOOK advertising.
Now picture the facebook marketing approach, they tend to allow you to filter what or who your potential prospects might be on their social platform, hence they provide you targeted audience. But this targeted adverts are not totally base on the audience intuition but yours...so the cons in this method is that the prospects you think will dig in your offer might probably not buy into your advertisement and you get poor advert sales for your penny.
This issue maynot be the case of your advert not performing well, as Facebook is providing cutting edge technologies to better serve your adverts on thier social platform.
The case may be that your small business offers is not suitable for facebook marketing and you practically will have to spend x3 more for a regular Facebook advertising.
First you need to know the type of business your handling as a small business owner, is it a B2B (business to business) or B2C (businesss to consumer) which is totally different from a business category B2C and B2B are two forms of commercial transactions. B2C, which stands for business-to-consumer, is a process for selling products directly to consumers. B2B, which stands for business-to-business, is a process for selling products or services to other businesses. The business systems that support B2B or B2C communications, transactions and sales administration differ in complexity, scope, scale and cost, so it is important that you implement the right system for your customers.
After you must have figure out your stand for your business you need to figure out what will appeal to your facebook audience, several online marketers will try to use unethical means to derive goals for their clients but the issue with such black hat approaches is that they do not last.
Facebook is a social media site...for you to understand the social marketing strategy you will need to understand what social site and media site is all about and how to merge and get the best out of this features on Facebook.
Take a good look at your profile dashboard when you log on to your account, you will find a lot of streaming adverts for Facebook marketing
Among this adverts you will find out that alot of this ads images do not point to the real content of the advertisement.
Mostly such adverts are base to either grow Likes or viewership, this kind of fals advertisement has a temproary success but a long lasting negative drop down, because you will not get any positive or related feedbacks/engagement base on your original content.
Now if you take a good look at Facebook Adverts you will notice that most cases it is best suited for B2C, that is businesses like ecommerce or direct sales to clients that are socially oriented with products or services they can get on an instant via social site.
If you were a Bank placing adverts for one of your new services on Facebook I can assure you that you will end up spending x3 the money an ecommerce would for selling the new samsung gx5.
Both services are B2C but their features and benefits are not the same, most Facebook users or social site users are more intune with what they get instantly executing all process of getting the product and benefit instantaneously.
So if you have a way to achieve this then you can start cutting budgets, but this can never work for all businesses models we need to be realistic, hence your budget as a music site may be less compared to a interior decorator site.
Guiding Tips- Facebook Advertising :- Facebook Marketing for Small Business
Using Pay-Per –Click
What this means is that if your profit on each sale is not higher than $10, then there is a likely hood that you will end up spending more in other to actualize a reasonable return on your investment.
Let us work with an assumption that for every 100 click through rate you actually get 1 conversion from every $10 spent. This is a factious scenario for a small business running a business to customer model, whose products or services are tangible/consumable to a wider demo graphic and gender with no age group restriction.
You can use this rule of thumb as a guideline if your small businesses falls under such business design and if your business does not fall under such case, then you might probably be looking at increasing your marketing budget x10.
Which is the obvious objective as your product are less appealing to the social market the more you will be oblige to spend and thus most suitable for small businesses that has a larger profit turn over.
You cannot fall short on the assumption of simply placing your ads and think they will perform well, you need to understand the advertising environment. Simply place Facebook advertising as a TV Commercial advertisement, its being shown to people at every set of hour to provide impressions and your advert needs to be informative to drive in the sales pitch in fact there is a cross road of infomercial and entertainment.
Most B2B business are good at this sort of advertising and they need to replicate such on FACEBOOK if they really want to see results unless there is a call to action like poll, contest, survey, event, etc
Using Pay Per Impression
How do one start of a chain of reactions? Well the chemicals in context need to be spontaneous for there to exist a chemical reaction.
When working with the viral marketing model you need to look for three ingredients
Facebook allows you to place impression adverts when you share a post that has a lot of engagement on it, most controversial posts do have such effect like videos, images or storylines.
You can consider the combination of any of the three to start a ripple effect and thus target your audience with a rule of thumb using a 1 is to 1000 ratio. That is for every 1000 impression you will get a click.
The ideal small business model for this is a b2c business model, which is why you will see a lot of page or sponsored ads on facebook in your feeds.
A B2B (business to business) can also participate in this but will need to add value to their call to action; they might need to provide incentives for the need to perform a call to action.
If you are a small business owner, you can utilize the Facebook Marketing approach it is most suitable for events, polls, survey and contest from which you can groom your target audience.
As a small business owner if you are planning on marketing on FACEBOOK , my best advice will be for you to at least run a minimum of $200 to $500 to perform any of this explained facebook marketing concepts depending which business model you find yourselves.