Facebook marketing can help you create exposure and awareness for your
business, increase sales, collect market data, enhance your customer,s’ experience-
rience, and increase your position as an authority in your field. However,
before you can start to see real results, you must de termine why you’re on
If you take the time to ponder the following questions, you’ll gradually begin
to create a road map to Facebook marketing success:
✦ Why do you want to use Facebook to market your business?use Facebook to market your business? More spe-
cifically, what do you hope to gain from your use of Facebook, and how
will it help your business?
✦ Who is your ideal audience? Get specific here. Who are you talking to?
What are the demo graphics, needs, wants, and challenge of the person
who will buy your products, programs, or services?
✦ What do you want your ideal audience to do via your efforts on
Facebook? In other words, what feelings, actions, or behavior do you
want your audience to experience?
When you’re clear about why you’re on Facebook, you’re better able to
design a strategy that best fits your business needs. We explore many
potential strategies through the course of this book. For now, though, in the
name of helping you better understand how you can use Facebook to market
your business, here’s a list of just a few ideas you can implement when you
embrace Facebook marketing:
✦ Set up special promotions inside Facebook, and offer special deals
exclusively to your Facebook community. You could create a coupon
that your visitors can print and bring into your store for a special dis-
count, for example.
✦ Offer Q&A sessions in real time. Your visitors can post questions about
your niche, product, or service; then you and your team can offer great
advice and information to your Facebook community.
✦ Highlight your Facebook fans by offering a Member of the Month
award. You could choose and highlight one fan who shows exemplary
participation in your Facebook community. People love to be acknowl-
edged, and Facebook is a fantastic platform for recognizing your best
clients and prospects.
✦ Highlight your own employees with an Employee of the Month feature
on your Facebook Page. Profile someone who’s m huaking a difference at
the company. You can include photos and video to make it even more
entertaining and interesting to your audience.
✦ Sell your products and services directly inside Facebook. Include a
button that links your fans to an electronic shopping cart to enable them
to buy in the moment. You have many opportunities to promote and sell
your products and services on Facebook.
The preceding list is just a glimpse of what you can do inside Facebook’s
powerful walls. Many more opportunities await you — but you’ll have to
read a few more of our minibooks to get acquainted with them.
Photos are viewed more than anything else on Facebook. They go viral
quickly because when a fan posts a photo, that photo is sent to the News
Feeds of all their friends. Hundreds of thousands of potential new fans will
see these photos.
41 percent of B2B companies have reported acquiring a cus-
tomer through Facebook.
B2B generally has a higher average price point than B2C. When the
price of the product or service is considered to be high, the client is
likely to seek out information and content to support buying decisions.
On Facebook, content is king. The more high-value content a company
can generate, the more likely it will be to attract the ideal client base and
become a Facebook success story.
For B2B companies, connection, knowledge sharing, and reputation manage-
ment are key ingredients of success. Facebook’s unique platform can help
optimize these key strategies.
We all want to buy from a friend — someone we trust and
feel comfortable engaging with regularly.
Facebook allows us to move beyond the obstacles of traditional marketing
(very one-sided) and instead communicate with our clients and prospects on
a one-on-one level by putting a face with a name, making the entire exchange
One very successful Facebook marketing strategy is to ask your followers
interesting questions. It’s human nature to enjoy talking about likes and
interests; therefore, encourage sharing by asking your fans to express their
thoughts about their likes and interests. It’s a great way to increase fan
Example of find opportunity in the time of adversity.
Imagine this: You sell shoes. A client orders a pair of your shoes online and
receives them in the mail. When the shoes arrive, they’re the wrong pair.
That client logs on to Facebook and posts this message:
I just received my much anticipated pair of red stilettos in the mail
today . . . too bad the company messed up and sent me sneakers
instead! I’m frustrated!
At first glance, you may think that a post like that would hurt your business.
On social sites like Facebook and Twitter, however, you can turn a poten-
tially bad post into an opportunity to gain a customer for life.
Imagine that you respond within just five minutes with this post:
Julie, we are so sorry that you received the wrong pair of shoes! We
are shipping your red stilettos overnight, and make sure to look for the
50% off coupon we included in your box as well. Two pairs of shoes are
always better than one!
Here’s what’s great: The opportunity for real-time problem solving is power-
ful. You not only just saved a sale and made Julie a happy customer, but also
showed anyone watching on Facebook that you care about your clients and
will go above and beyond the call of duty to make them happy. This type of
experience wasn’t possible before social media came on the scene.