Understanding Facebook and its Use in Social Media Marketing

Understanding Facebook and its Use in Social Media Marketing - The Marketing Shack - Digital Marketing Paradise

Ah, Facebook. The platform that has the power to connect us with friends and family across the globe, bring back memories we thought were long forgotten and show us just how many of our acquaintances have children or pets (or both). But Facebook is also a valuable tool for marketing your business!

Yes, you heard that right. In this article, we’ll explore why Facebook marketing is essential for businesses of all sizes. We’ll dive into topics such as understanding your network, navigating the ever-changing newsfeed algorithm, linking to other resources and social platforms, utilising SEO tactics to boost your visibility locally, and why obsessing over likes might not be as important as you think.

Why Facebook Marketing is Important

If you’re still wondering why Facebook marketing is important, then we might have to ask if you’ve been living under a rock. It’s like asking why it’s important to eat breakfast or brush your teeth in the morning – because everyone else is doing it! But seriously, if you’re running a business and you haven’t jumped on the Facebook bandwagon yet, then boy do we have some things to teach you.

First and foremost, Facebook marketing is a long-term strategy. It’s not something that will give you instant gratification like eating a tub of ice cream after a bad day at work (trust me, I’ve tried). You need to be consistent with your efforts and keep showing up for your audience. Think of it as being in a relationship – if you only show up when you want something from them, they’ll quickly lose interest.

Here are 10 Facebook marketing statistics for the UK:

  1. 44.84 million people in the UK use Facebook.
  2. 44% of the UK population uses Facebook daily.
  3. The average UK Facebook user spends 23 minutes on the platform every day.
  4. The largest age group using Facebook in the UK is aged 25 to 34 years old, with 11.2 million users.
  5. Since 2012, users aged 18 – 24 have declined from 24% to 16% in 2020.
  6. Users aged 65+ have increased from 4% in 2019 to 9% in 2020.
  7. 52% of Facebook users in the UK are women and 48% are men.
  8. The most popular video creator on Facebook in the UK is LADBible with 1.6 billion views.
  9. In Q1 2020, Facebook ad revenue growth rate was down 9% compared to Q1 2019.
  10. The average engagement rate for a Facebook Page post in the UK is 0.07%.

These stats are telling us that Facebook is still a big platform when it comes to businesses trying to connect with their audience in the UK. With Facebook ads, companies can get all up in the newsfeed of specific demographics, interests, and behaviours. Translation: they can get their message across to the right people without wasting any time or money. Plus, Facebook has a whole bunch of other tools that businesses can use to get in front of their audience – think Facebook Pages, Facebook Groups, and Facebook Messenger. By using these tools, companies can make friends with their followers and get them to do stuff like visit their website, buy their stuff, or sign up for their email list. It’s like magic!

Understand Your Network

If you’ve ever wondered who on earth is following your Facebook business page, you’re not alone. It’s like throwing a party and having no idea who’s actually turned up – are they the cool kids or the ones who bring a packet of stale chips as their contribution?

But let me put you at ease, my fellow social media marketers! There are ways to understand your Facebook business page followers without having to resort to stalking them in real life. First off, take a look at your Insights tab found through the meta business suite. This will give you an overview of the demographics of your followers – age, gender and location. Now you can finally put that geography degree to good use by figuring out where all those clicks are coming from, however, you need a minimum of 100 followers for this to give you some insights.

It’s also important to understand your followers’ network and interconnectedness to your page. Each like or share from one of your followers has the potential to reach a whole new audience. It’s like a game of Six Degrees of Kevin Bacon – except instead of an actor, it’s your brand. So next time someone shares one of your posts, take note of who else in their network might be interested in what you have to offer. That recommendation could be just what they need to become a loyal follower too.

Plus, understanding your current followers’ connections can help you create more targeted content that resonates with them and their network.

The Facebook Newsfeed

The newsfeed is the place where all the action happens. The place where people scroll endlessly, looking for something interesting to catch their eye. So you want your business page to be featured on it? So how the f**k are we supposed to do that?

First things first, let’s talk about sharing and liking. You know how when you like or share a post from someone else’s page, it shows up in your friends’ newsfeeds? That’s the kind of engagement you want for your own page too. Encourage people to like and share your content by creating posts that are funny, informative or both! And if that fails, just bribe them with free stuff – everyone loves free stuff.

Another way to get on people’s newsfeeds is by getting recommendations from users. Friends trust friends, so if they put their trust and recommendations in you, then that will only improve 

Back in 2013, Facebook jazzed up their newsfeed to make it easier for users to share the juicy deets with their buds. But, alas, some businesses have been griping that the fancy-pants algorithm (aka Edgerank) actually makes it tougher for their followers to catch their daily dish. So, if you’re trying to get the word out about your biz or product on Facebook, it’s all about that newsfeed! ‘Cause let’s face it, more users are gonna stumble upon your goods while scrolling through their feed than by randomly visiting your page or website. It is another reason why understanding your current followers will help get your business in the eye-line of their friends and followers. So get creative with your posts to get those likes, shares, and recommendations rollin’!

The Need to Experiment

Don’t get tired of posting the same content over and over again, hoping for a miracle to happen. And don’t think that each post has to appeal to everyone in your audience! Experimenting with your posts is very important. Try new things, fail miserably (or not), and don’t be afraid to target a specific sector of your audience.

Instead of relying on old tactics that may or may not work, why not try something fresh and exciting? Maybe create a meme-tastic post that’s so ridiculous it can’t help but go viral. Or how about taking a controversial stand on an issue relevant to your brand? Whatever it is you choose to do, make sure it’s different from what you’ve been doing so far.

You might alienate some audience and, let’s be honest, you’re probably going to offend someone anyway so why not show your dark side? You might find that your main target audience agrees with you and are now more excited to be involved with your business. It might go tits up, but that’s what apologies are for. Even the big brands make mistakes, so why won’t you?

Link to Other Resources and Social Platforms

Facebook is not the only social platform and it knows it, so put those links right in your Facebook profile. It’s like having your own personal billboard on the internet. Don’t be shy, let the world know where to find you. Make sure you link to your website, Twitter, TikTok, LinkedIn, etc. Wherever Facebook gives you an opportunity to add details and links… use them!

It Improves Your SEO

So those links in your profile are great and all, but linking to your website in your posts can really boost traffic to your website. And guess what? Google is a fan of traffic. They don’t care if it’s a DOFOLLOW or NOFOLLOW link, as long as people are clicking and spending time on your site. So, next time you’re crafting a post, throw in a link to a relevant page on your website and watch that ranking climb. Google will be so pleased, they might even send you a fruit basket. Okay, maybe not that last part, but you get the idea. Providing your followers with an easier way to access your website always helps!

Reach Local Customers

With your business page, you can easily connect with potential customers in your area. One effective way to increase engagement is by encouraging followers to tag themselves when they are in your business, e.g. eating with STACEY at BUFFALO JOES. Or even get your staff to tag themselves in when they start work. You can also tag your location with every post, stating you ar e Kendal, Cumbria, for example. You can also update your map and address on your profile.  All these will help spread the word about your business and attract new customers. Additionally, using targeted ads can help you reach even more potential customers who are interested in what you have to offer. Ads and Post Boosts can be targeted to specific geographic locations, so you know you are targeting who you want to target.

Finally Don’t Focus on Likes

While likes may provide some insight into your audience’s engagement with your content, there are other metrics that can give you a better understanding.

One such metric is the views generated by Reels. That’s right, those 15-second videos that have been taking over your feed are actually providing valuable information about who is engaging with your brand. So don’t feel guilty about spending hours scrolling through Reels in the name of “market research.” 

Another helpful tool for measuring social media engagement is using the links you put on your posts to track where traffic is coming from. By doing this, you can see exactly how many people have been acquired through social media and which platforms are driving the most traffic.

Conclusion: Tips for Successful Facebook Marketing

In conclusion, Facebook marketing can be a daunting task but with these tips, you’ll be well on your way to success. Remember to keep your audience in mind and experiment with different content to see what works best. Completing your profile and including links in posts can also improve your SEO. And most importantly, don’t get caught up in the number of likes. As long as you’re engaging with your audience and providing valuable content, the rest will fall into place. So go forth and conquer the world of Facebook! (But seriously, don’t forget to take breaks and get some fresh air once in a while).

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