Facebook For Business – How To Complement Your Offline Marketing Strategies

Visibility is the name of the game when doing business in the 21st century. To achieve it, your business needs to have a full range of marketing activities, both online and offline. Methods like advertising in print and broadcast media, using pop up stands at exhibitions, doing interviews, attending industry events and the like are still important. However, consumer behaviour is shifting, which means you need to complement offline marketing with online marketing.

 

All the research points to the fact that today’s consumer is more connected than ever before, thanks to the proliferation of smart phones and tablet computers. And these devices are helping them to spend more time on social media, which is why businesses must consider social media marketing.

Think about it – how often each day do you check your Facebook news feed? Even people who don’t use any other social media accounts often have a presence on that site. So how can you put this huge potential audience to work for you? One of the first things to do is forget most of what you know about offline marketing. That generally operates as a one way stream with you pushing the information you want to convey to your potential customers. Social media is the opposite. It’s interactive and conversational, and consumers can and do respond to everything you post. So it’s more about the conversation and the quality of the interaction than pushing out an initiative.

 

To get started, launch a Facebook business page – you will need a Facebook account to do it (but you can set that up at the same time as your page). Choose your business category carefully, as this will be useful when people try to find your business among the tens of thousands of existing pages. To make your page attractive, choose a good profile image (it can be your logo or a photo of the CEO) and a cover image which represents something interesting about your business. While there are restrictions on what you can include in this image, many manage to do some subtle marketing by customizing it.  Don’t forget to include location and contact information which will help your page appear in local search results.

 

One area many businesses struggle with is figuring out what to post to their Facebook page. As with most social media, you should keep self-promotion down to about 20 percent and use the rest of what you share to build engagement. This can include photos of locations, staff, relevant events, interesting quotes and more. Posts with photos get shared and commented on, which is your aim. You can share explainer videos, product videos or just videos of staff at company events, and you can post simple status updates. Many companies use status updates to ask questions that their customers will respond to and they gather good insight into their customer base by the response they get.

 

Speaking of insights, Facebook pages include analytics on audience demographics and the comments, shares and general virality of your posts. This can help you identify areas that interest your customers so that you can target both online and offline marketing efforts better. Finally, never underestimate the value of a contest in building your Facebook following, especially if it’s fun! Use these strategies and you will soon have a strong presence on the biggest social media site to complement your offline marketing activities.

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Jurgita Glodenyte

   

Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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