The excitement of getting a startup running is immense. But giving your business a face in the online world is where the real challenge lies.
You need your startup to perform according to expectations, and you need clients or customers to keep requesting your services.
How to Brand Your Startup on Facebook?
Here’s the catch- you can’t always rely on expensive marketing strategies to get that done.
However, there’s a social media platform which can help your brand stand out at a fraction of the cost. No points for guessing- it’s called Facebook!
Why Marketing on Facebook Matters
Digital marketing provides many options. Facebook marketing has proven to be quite effective for those who follow the right strategies.
Here are some ecommerce statistics to help you get started- with 1.45 billion active daily users in the first quarter of 2018, your potential customers could be hanging out here.
A report from Forbes states that upto four million businesses pay for social media advertising on Facebook. The social media giant is estimated to generate $21.57 billion in U.S. ad revenues in 2018, which would account for 83% of the total social media ad spend throughout the nation.
Let’s take a look at some of the strategies you can employ:
Create a Facebook Business Page
The first step is obviously creating a business page on Facebook.
You need to ensure that your Facebook page looks professional and represents your brand or business. Just like LinkedIn, we need to make sure that your FB page looks professional and attention-grabbing with well-crafted taglines, creatives, and descriptions just like a well-crafted LinkedIn profile page.
And while posting, remember to not post anything that would discourage potential visitors from liking your page.
There may also be things that you like personally, but may not represent your brand well. Matt Sweetwood at Entrepeneur.com suggests avoiding anything you wouldn’t want your customers or even your co-workers to see.
Have a relevant cover photo and profile picture that is also exciting and kick-starts an interest in your brand among Facebook users.
The profile picture and cover photo are the face of your brand and should make users like your page. But make sure you don’t have anything that’s raunchy.
Determining the Content to Be Posted
Closely connected with these aspects in determining the kind of content you will be posting on your page. For that, you need to first identify your audience.
What age group do they belong to? What are their browsing habits, particularly in connection with their Facebook usage? What are their interests?
The Facebook Audience Insights tool could help you discover minute details about your potential customers. You can get details on their language, location, age, gender, Facebook usage, relationship status, education, and past purchases they’ve made.
Once you’ve got answers to all the questions, those can help you tailor your content accordingly.
Ads on Facebook have a significant reach among users, and you need to exploit that reach. To start marketing through Facebook Ads, you have to set your business goals, select your audience, choose where you want to run the ad (on Facebook, Instagram, or the Audience Network websites and apps), select the time period to run those ads along with the lifetime or daily budget, and select your ad format (whether you need single video or image or multiple images and videos in your ad).
You can also measure the value of your ads across multiple Facebook platforms. It helps you plan your marketing well and get your brand across.
Strategies to Post Content
When it comes to posting content on your Facebook page, Hootsuite suggests following a strategy. There are two strategies suggested.
One of these is the “80-20 rule”. This rule states that 80% of the content you post must be informative, educative and entertaining, while the other 20% of the content you post can deal with promoting your brand.
Self-promotion must take a back seat to educate and engaging Facebook users since that’s how you build relationships that eventually lead to your startup becoming conspicuous among your target audience. If 80% of your content provides value, your readers would be more receptive to the 20% of the content you post focusing on sales.
Rule of Thirds
The other strategy is the “rule of thirds” in social media. This states that there should be a blend of content providing value and posts that are promotional.
It states that a third of your Facebook activity must involve interacting with your followers personally, another third must involve sharing stories and ideas, and the other third can be devoted to promoting your business.
The ultimate idea behind these strategies is to ensure you post and share more valuable content in order to keep your users engaged. Besides, Facebook’s algorithms would also penalize brands focusing too much on sales.
The social network is keen on getting the news feeds filled with content that they would want to share and like.
That’s a great goal for your social networking strategy as well. If your posts attract more shares and likes, they can significantly help make your startup become more conspicuous and widen its reach, bringing it to more of your target audience.
Liking Posts and Comments by Others
As much as you like to get likes for your posts, the conventional activity of liking other posts can be beneficial to build new interactions and relationships. Like posts and also the comments made on your posts.
That increases the chances of your posts being seen and liked. People have taken time to comment, so it’s worth acknowledging those to build goodwill with your readers and potential clients. That would lay the seeds for future interactions.
Facebook Analytics for Measuring Page Performance
Use Facebook Analytics to measure the performance your page offers. Facebook Analytics offers you plenty of tools to track various aspects of your page.
These tools include Page Insights, Likes, Posts, Page Views, Reach, etc. The Reach and Posts sections are among the most useful.
With the Reach tab, you can find out how many people your posts got to, in terms of organic as well as paid traffic. The data comes like a graph.
If you notice an increase in likes or shares on a day, you can click on that part of the graph to see what post of yours has driven such a spike and how people have engaged with that post.
The Posts tab gives you insight on when your fans head online. That can help you efficiently schedule your posts and develop your social media calendar.
You also have a record of your published posts with their core metrics. This gives you a clear picture of the kind of posts your audience is most likely to engage with.
As you can see from the table above, you also have a “Reactions, Comments & Shares” section. Clicking on the dropdown menu next to it reveals other options too, such as engagement rate, post hides, spam reports on your posts, etc.
Get Started with Facebook
If you have a startup ready to make its first steps in the industry, it’s time to take your first steps in marketing to the online world. Digital marketing with Facebook will swiftly take your brand to the next level.