Facebook has transformed the way businesses communicate to customers. Earlier it used to be one way communication through TV, radio, print media or ad campaigns. With Facebook, businesses can listen to their customers and respond to them. They can communicate their new growth plans, tell about brands, offer discounts, run campaigns, and get instant feedback from their fans. They don’t need any survey or focus group study. This communication tactics on facebook is mainly followed by big brands.
I am truly amazed by how “Game of Thrones” communicate to their fans. Their posts invariably include a picture and two-three short sentences about what’s currently happening in the series or what’s in the buzz on other social media. They have over 7 million likes on their page. Each of their posts has Likes between 4000 to over 100 000.
Startups use Facebook differently. They use Facebook to both drive significant amount of traffic, and to communicate about their product.
Startups don’t have much resources to spend on marketing. They lack the huge sums of money that is required for advertising on TV, radio or print media. They even lack people who could do direct marketing. They have only a few things to rely on “Word of mouth”. Well! That’s the most effective marketing tactic, and it is free.
Magnify “Word of Mouth”
Social Media like Facebook and Twitter have significantly improved the power of “word of mouth”. Before these giant communication mediums came along, a person used to tell about a good product to only a few people i.e. close friends and family members. Now, they tell it to their acquaintances on social media. A person could have over thousands of friends on Facebook and hundred thousand followers on twitter. If such a person speaks well about your product, then you are going places my friend.
You as a start-up could empower Word-of-Mouth about your product by employing a great Facebook strategy which consists of a variety of activities. It doesn’t just consist of one post every day.
Communicate Your Company’s Niche Brand
Facebook could help you carve your niche brand in a competitive space. If you are new to a competitive industry, your niche brand would help you stand out. To create your own niche position, you need to continuously communicate to your customers. Facebook provides this medium for free. One has to leverage it.
Stage 1. Acquiring new fans.
This is the most difficult stage for a company’s Facebook strategy, and a costly one. At this stage, company could do sponsored posts or focus group promotions. Sponsored posts are too expensive and risky for a start-up. I won’t suggest you to do this stage. But, “focus group” promotions are free. Focus Group promotion basically mean that you promote your product or service to your friends, acquaintances and your alumni. These are basically the people who are in your social network through Facebook, LinkedIn and Twitter. The number of “likes” that you are able to generate through your focus group would depend on how good your product or service is.
In case you have enough of promoter’s capital to be put in marketing, then you can also do Sponsored Posts. Sponsored posts on Facebook are available in both pay per click and pay per impressions format. Ideally, pay per impressions would be more effective in generating new likes, but you can always experiment with the two, in order to understand, which one works best for you. I will discuss more on Facebook advertising in a separate blog later on.
It has been proved by many companies that Facebook could be a great source of traffic to your website. If you could design perfect landing pages, then you can convert your visitors into prospective customers. Landing pages consist of something you want your visitor to do when she visits your website. You may offer a free download of an eBook or an article or an offer for free trial.
Stage 2: Leveraging Facebook to build your brand and drive traffic.
- One Facebook post every day with a picture and link to your site. The type post must vary. You must make a weekly plan for this
- Celebrate “Fan of the week” and offer discounts on your services, free Flipkart or Amazon coupons. You can understand “Fan of the week” as a sponsored post except that you don’t pay by bid, rather you pay a fixed amount, and you don’t pay it to Facebook, but to one of its users.
- Hashtags on Facebook allow you to add context to a post or indicate that it is part of a larger discussion. Use proper hashtags on the posts of your page.
- Search with hashtags for keywords related to your business. See what the businesses around the globe are posting about; engage with these posts. This helps to widen your audience. Though a business page cannot comment, like or share a person’s post, it can surely engage with other company pages.
- Discussion Posts: As long as you keep your posts non-spammy, and you post in relevant groups, you could drive a lot of traffic through posting in various groups.
- Facebook sharing by customers: Offer some discounts may be around 10% to customers who share that they have purchased your product or service. People have friends of similar demographics, and if a person has bought your product there is a high probability that some of her friends may be interested in the product. You have to note that the cost associated with this promotion is variable i.e you incur the cost only when you sell the product.
Interested to know more on Facebook marketing, click here. And yes, we like to meet new people, and would be glad to talk to you 🙂