Facebook Online marketing: 12 Steps to success

1. Give audio/video of your company/industry: Facebook Online marketing and advertising How do you assess intangible assets? Can you calculate your company's popularity or goodwill? No. So, how do you convince your clients about your popularity? One of the methods is through testimonails from others. But, it doesn't always work. A prospective client might ask, "Why should I believe in the testimonies?" A valid argument, indeed! Under these situations, it is easier to convince your client by taking him/her on a tour of your company. If your client is in a different country, wouldn't it be much easier and simpler to tour your company on Facebook? Yes, that is why you should upload videos and photos of your company. If you are a manufacturing company, you can uploadvideo clips of the manufacturing unit and the implemented safety measures. If you are in hotel industry, shoot a video of the cooking process to prove your cleanliness standards and if you are a software company, post video tutorials of staff running at their desks in a cosy atmosphere that helps boost productivity. These video footage and photos will speak a lot more than words or any other testimony.

2. Establish your brand: Facebook Online marketing and advertising make is the way customers perceive your company. To a parent, the name 'fisher price' is related to quality and safety; similarly, for a sports person, Nike relates to comfort and efficiency. So, what exactly do you want your clients to associate your brand name with? If you are a real-tor, you might want your brand name to be linked with trustworthiness or if you are an orthodontist, you might want to associate your product with 'smile'. Whatever the case, you have to use a consistent design. A brand design can include logos, colours, catch phrases, name etc. You can't reverse your brand name features once it is discovered. So, it is essential to think about what you want to display through your logos, name, colour etc. McDonald's logo is a traditional example of a simple logo that conveys a tough corporate image. Your aim must be to create a logo that by itself evokes perception about your product and services in the minds of yourconsumers. Though, do not try to copy logos from other companies since they are copyright protected; doing so will land you in lot of mess.

3. Get involved in two way announcement: Facebook Online internet marketing

For any announcement to be victorious and bear rewards, it must be two way. As a buyer, how many times have you felt that it is futile to complain about the poor customer service or the low quality of the products? It is not uncommon for people to experience sub-standard service for the money they pay. The most imperative thing after creating your Facebook page is to start a two way connection with your consumers/fans. Assume that you have a bed and breakfast trade and haveproductively discovered your Facebook appearance but neglect interacting with yourconsumers.

Here is what will happen: Your customers might write on your wall appreciating your customer service and when it goes unnoticed and non-reciprocating, the appreciation and statement declines and eventually stops - a very bad advertising and marketing strategy. When other clients see that you don't respond to criticism on your wall, they stop posting criticism and you lose a valuable resource to gauge your standard of service and popularity.

So, take time and effort to answer to your clients' queries, to thank them, to say sorry or just to stay in touch.

4.Put up for sale products that align with your brand name picture: Facebook Online marketing and advertising Do you remember the failure of Col-gate's Kitchen Entries that never took off or that of Pond's toothpaste, which failed miserably? These are stereotypical illustrations of products that are not in line of the brand image. Colgate has always been connected with dental and aindividual hygiene; for clients to relate ready to eat meals with Colgate was not palatable. Clients always connected Pond's with fragrance and freshness. So, when Pond's presented toothpaste, people couldn't relate dental hygiene with fragrance. The lesson learnt from the above cases: Do your research before you venture into launching new products. You must appreciate your clients thoroughly to know their likes and dislikes. Once you have recognized your name on Facebook, remember that you can't undo the writings on your wall. You will be getting thousands of fans for your page. Consequently, use discretion before launching a new product. For example if you are a flower shop owner, extending flower arrangement offer for special occasion falls in line with your make but not selling sweets and confectioneries

5.getting to out to Influencers: Facebook Online promoting If you are a regular user of Facebook, you already appreciate the importance ofinvolving with Influencers. For those of you who are new to Facebook, Influencers arepeople who have the most family or friends on their list. Before you start linking withinfluencers, take time to prepare a list of influencers you want to connect to. The bestplace to start is with your own relatives and friends list. Start chats with the influencers by introducing yourself and take an extra effort to send individualized messages to each of them. If you do a copy paste job and send it to hundreds of influencers, your account will be marked for spam. Do not ask them to join your fan page immediately. Decide on a date you want to inquire the influencers to join your fan page. If you have too many influencers on your list, you can have several launch dates. P.S.: This is purely a guerilla marketing and advertising strategy; collecting information about influencers is against the Facebook policy. However, the information is easily available; therefore proceed with caution when you collect the info. Remember not to abuse the system and use these methods carefully with facebook online promoting.

6.Set-up Communities: Facebook Online marketing and advertising What if you are running for a cause and do not want public access to your webpages? Is there a way around in Facebook to set-up web pages that have access for privileged members only? Of course, yes! These are known as 'Facebook Groups.' Consider that you are involved in fund raising for battling 'cancer in kids' or 'feeding the malnourished' in the under developed countries, you can set-up a Facebook group. You can set-up three different levels of access viz., open, closed and secret. ask your family andcontacts to join your group. There are many methods you can market by hand to raise funds. One of the techniques is to create group with the message, "For every person joining the group, $2 dollars go to the Cardiac Care Centre." You can come up with any message of your choice. This is a proven strategy to raise funds and expand your group.

7.internet marketing a donation drive on your group: Facebook Online internet marketing

Are you stressed out about raising a certain portion of money within a short notice? Here is what you can do: Post a message on your Facebook group for a 'Matching donation drive.' In a matching donation drive, if you raise 'X' total of money within say, 36 hours, one of the donors will match the portion raised. For this strategy to work, you must have a donor who is willing to match the raised quantity. Another way is to tie the donation sum to a date. For example, if you are raising money for your friend to undergo a heart surgery and her birthday falls on the 25th, you can host a birthday fund-raiser event. Post a message asking members to donate any portion ending with 5; you must follow up your message with reminder emails.

8.Share/Create special content with your group: Facebook Online internet marketing Now that you have a Facebook group, how do you get involved its members? If you want your group members to visit the group regularly and participate in its activities, you must create and share content that will retain their interest in group activities. Suppose that you are connecting with the same members on different social networking sites like twitter, Linkedin etc and have returned from a holiday. Post your pictures and video clips exclusively on Facebook. When your members don't find your photos on other sites, they will return to the group to view and participate in group activities. Sharing is one of the ways to maintain exclusivity and retain group members. Another way is to createvideo lessons and post it on Facebook. If you are an artist and your paintings have won awards, post it first on Facebook before posting it elsewhere. This is a great way to keep your group active.

9.Track your Competitor's Facebook participation: No internet marketing is complete without assessing the market situation of your competitors. It is one of the main benchmarks to measure your own success. So, it is vital that you track and assess your competitors' overall performance on Facebook. If you are in garment manufacturing industry, you must be aware of the trend setters in your industry. You must know if your competitors are preserving webpages/profiles on Facebook, and on other social networking sites, or blogs. You can trace the activities using the Internet search engine. The next step is to monitor the quality and quantity of interaction on social media. Make a note of how frequently they update their fan web pages, supply useful information, interact with their consumers and deal with negative criticism. This will help you in realizing if your competitor is genuinely involved in the social media or is experimenting with it. Your competitors' PR engagement in endorsing the social media can be analysed through articles, blogs, magazines etc.

10.Measuring your internet marketing tactics on Facebook: Facebook Online marketing and advertising Once you have established and promoted your fan page/profile on Facebook, you must calculate its overall performance to know if your approaches are successful. Prepare a basic comparison chart to analyse your efficiency. To commence with you can have a column with expected goals vs. Achieved goals. Some of the measurements for the chart are: daily messages on fan pages/ profiles. Adding to your fan page a couple of times every day is an possible and practical goal; setting a goal to update your fan page every 30 minutes is feasible but not sensible because you wouldn't have vital information to share with your fans every 30 minutes. You can also keep a score of number of fans added to your page every week and calculate it against your preset goal. Not getting to the preset goal is an signal that either your goal is unlikely or that the fan page marketing is lagging. Compare the number of fans added to your page to the number of fans added to your competitors' page. Finally be flexible with the analytics; you can always add and delete goals.

11.Create Facebook contest to invite people to your page: Facebook Online promoting You can invite as many acquaintances as you want on Facebook. Sending out invites to join your page is crucial to build a tough fan following and you can make the ask interesting through raffles. If you are a restaurateur, run raffles for the best recipes or provide online interactive games where the visitors can participate. If you are into computer hardware, you can run a contest that addresses troubleshooting, networking etc. Make sure to deal out gifts and prizes to the winner and the participants. The best form of prize is the cash prize. You can attract many people to your page by running raffles that have cash as prize. You can give soccer tickets or movie tickets too. Restart your contests at regular intervals. While large organisations can restart the raffles at short intervals, it is difficult for small businesses to do so. Also, bear in mind that your contests must be in line with your product and brand.

12.SEO for your Facebook page: Facebook Online advertising and marketing A Facebook page that is written in accordance with SEO techniques will receive more traffic from search engines like Google and Bing. Google indexes its results and claims to have indexed more than 430 million web pages in Facebook. Injecting traffic to your website is likely in many ways. Think that you are a retailer selling wedding gowns and already have a web site. First thing to do is to tie your internet site to your Facebook page/profile. This is a quick way to boost traffic to your page. Another way is to participate in discussions and forums and give your signature with a back-tie to your Facebook page. You can also link your page to relevant blogs. In the above example,connecting with pages/blogs that relate to wedding gowns will boost your page ranking; not if you tie it to blogs or posts that relate to interior decorations. If your page has more than 1000 fans, Facebook offers a vanity URL, which makes it easy to access your page.

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