Facebook Marketing: Everything You Need to Know

I’m guessing many of you are still sitting on the fence when it comes to putting your business on Facebook.

“Let me get this straight,” you may say. “You want me to use Facebook to market my business? Are you crazy?”

Not if you provide products or services to postmenopausal women. Women over the age of 55 make up the fastest-growing Facebook segment, according to Paul Dunay and Richard Krueger, authors of Facebook Marketing for Dummies.

Would your product or service appeal to anyone over 35? “The fastest-growing demographic is the 35- to 54-year-olds… the next fastest-growing demographic is the over-55 crowd.

Facebook for dummiesAccording to the authors, Facebook has over 200 million active users, and a quarter of a million people register every day. About 3.5 million people become a fan of a Facebook Page every day.

Yes, you read that right. A fan of a Page. You don’t have to be a rock star to have fans on Facebook!

All you have to do is:

  1. Buy Facebook Marketing for Dummies by Paul Dunay and Richard Krueger.
  2. Register with Facebook.
  3. Create a Page for your business. A Page is the business equivalent of an individual Facebook Profile.
  4. Finish reading the book.
  5. Start spreading the news.

Everything Starts With a Page

Your Page has multiple tabs and can include your contact information, hours of operation, recent news, upcoming events, photos, videos, podcasts, and other types of content. You can pull in blog posts and other syndicated content.

And when someone becomes a fan of your Page, they can post information to it that all of their friends will see. Their friends will even know they became a fan of your Page!

And you can respond to their posts on your Page that all of your fans will see. You can begin a conversation with potential customers about your products and services right on your own Page that will be seen by all of their friends and all of your fans!

That’s because Facebook takes every interaction and creates a “story” about it that is distributed by News Feeds. Every Facebook member constantly receives updates about their friends’ activities.

Members can even recommend a Page to their friends by clicking the Share button on every Page. If a friend raves about a product or service, aren’t you more likely to try it?

And did I mention that Pages are indexed by Google and other search engines? Are you beginning to see the business advantages of being on Facebook?

Like the business use of all social media, Facebook is all about identifying evangelists for your product or service. Then you let those evangelists help you build your business.

And it doesn’t matter if you’re a B2B business. If increasing numbers of businesses are getting on Facebook, that’s where your customers are hanging out! Shouldn’t you be there, too?

Engaging Customers on Their Terms

Here are some of the things a business can do on Facebook:

  • Share an interesting article on your Page to engage your fans
  • Comment on posts on your Page to communicate with your fans
  • Update your Page to generate a story about it in your fans’ News Feeds
  • Create a Discussion section on your Page to interact directly with fans
  • Create or join a Group related to your industry to find more fans
  • Create an Event related to your business to meet fans
  • Create a Marketplace to sell your products on Facebook

Last but certainly not least, you can advertise on Facebook. There is one caveat, say the authors: “Facebook members are typically not in the habit of clicking ads. They are on Facebook for social purposes.”

On the other hand, “the Facebook advertising platform’s ability to target ad demographics is already legendary. The ad targeting capabilities make it relatively easy to get your message to the right demographic within Facebook.”

Suppose you want to target “MBA graduates who are 3 to 5 years out of school and working in Southern California who like rock music and whose favorite food is sushi.” You can!

How? Facebook indexes every member’s profile in detail, including all of those psychographic variables that make marketers drool. So when you create your ad, you can include keywords to describe your target audience.

“By adding keywords to your targeting, you can reach consumers based on the interests listed on their profile page. Never before has there been a mass medium that allows for this kind of precise targeting. Identifying and then reaching a specific audience has never been this exact and cost-effective until now.”

And because your Page has tabs – one for the Wall, one for Info, one for Photos, etc. – you can add more tabs and turn them into landing pages. “Conceivably, you can create a customized landing page within Facebook for each ad and audience segment.”

And if all of this seems too daunting, Facebook has a team of sales professionals that can help you create a marketing campaign.

Third Party Apps Enhance Customer Experience

Facebook Marketing for Dummies covers all of this and more. You can choose from over 52,000 Facebook applications created by third parties; more than 800 apps were written specifically for businesses. Here are the authors’ “must-have Facebook applications for your business”:

  • My Network Value
  • MyOffice
  • Tag Biz Pro Business Cards
  • LinkedIn Answers
  • SlideShare
  • Static FBML
  • Phonebook

The book concludes with tips on Facebook etiquette, Facebook resources and Facebook blogs. And if you don’t want your boss to see that picture of you taken at Kelly’s Tavern, Appendix B includes extensive information about protecting your privacy on Facebook.

Social Media Examiner gives this book a 5-star rating.

Related article: 5 Ways to Promote Your Facebook Fan Page

Are any of you using Facebook as part of your marketing plan? If so, please comment!

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About the Author, Ruth M. Shipley

Ruth M. Shipley is a freelance researcher and writer who loves to write a good story. Because that’s what most people love to read! See her Social Media Examiner page for more stories about social media books. Other posts by »




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  • http://twtrcoach.com TwtrCoach

    Thanks Ruth for this reminder..

    I love all the Dummies book, they are written in a simple term that is really awesome. Have several of them here. Often I have experienced that authors of these books is either on Facebook or on Twitter. And I have been able to communicate with them directly which gives an unbelievable power to the book. The cool thing is that authors now take time to respond to you.

    Have my Twitter Dummies books, but have not got the FaceBook Marketing for Dummies yet. Seems like I need to add it to my wish list.

    Cheers.. Are

  • http://twtrcoach.com TwtrCoach

    Thanks Ruth for this reminder..

    I love all the Dummies book, they are written in a simple term that is really awesome. Have several of them here. Often I have experienced that authors of these books is either on Facebook or on Twitter. And I have been able to communicate with them directly which gives an unbelievable power to the book. The cool thing is that authors now take time to respond to you.

    Have my Twitter Dummies books, but have not got the FaceBook Marketing for Dummies yet. Seems like I need to add it to my wish list.

    Cheers.. Are

  • http://www.collegiateliving.com/ CollegiateLiving

    great read, and useful too…the idea that it has to be on “their” terms speaks volumes…do not force friendship.

  • http://www.collegiateliving.com/ CollegiateLiving

    great read, and useful too…the idea that it has to be on “their” terms speaks volumes…do not force friendship.

  • Kathleen

    Hmm Michael. The part that says: “Not if you provide products or services to postmenopausal women. Women over the age of 55 make up the fastest-growing Facebook segment” is just a little odd.

    If this post was about selling hormone replacements or something else that menopausal women need, then I could see the reference to “post menopausal”.

    How would you refer to men over 50 or 55? Post testosterone??

    Just sayin

  • Kathleen

    Hmm Michael. The part that says: “Not if you provide products or services to postmenopausal women. Women over the age of 55 make up the fastest-growing Facebook segment” is just a little odd.

    If this post was about selling hormone replacements or something else that menopausal women need, then I could see the reference to “post menopausal”.

    How would you refer to men over 50 or 55? Post testosterone??

    Just sayin

  • eirefitz

    Great post. I like how you keep it simple for the average person to set up a page. Right on!

  • eirefitz

    Great post. I like how you keep it simple for the average person to set up a page. Right on!

  • Kathleen

    And sorry Michael I just read that it is written by Ruth Shipley.

  • Kathleen

    And sorry Michael I just read that it is written by Ruth Shipley.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    :)

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    :)

  • Kathleen

    ;-)

  • Kathleen

    ;-)

  • rayvenancio

    I am just starting using Facebook to market a new site. Just as you mentioned, for all other websites, I never considered Facebook as a marketing medium. As I am getting to learn about it and its possibilities, I do have to agree the potential is huge and creativity to engage other users is essential. You have great articles on the subject. Thank you.

  • rayvenancio

    I am just starting using Facebook to market a new site. Just as you mentioned, for all other websites, I never considered Facebook as a marketing medium. As I am getting to learn about it and its possibilities, I do have to agree the potential is huge and creativity to engage other users is essential. You have great articles on the subject. Thank you.

  • sarahclachar

    Great article, Ruth. As a health copywriter/marketer working on some campaigns for older women, you certainly got my attention! I’m ordering the book today to help me add this to my arsenal and speed up my learning curve.

  • sarahclachar

    Great article, Ruth. As a health copywriter/marketer working on some campaigns for older women, you certainly got my attention! I’m ordering the book today to help me add this to my arsenal and speed up my learning curve.

  • http://johnantonios.com John Antonios

    Great post Ruth – Facebook is definitely as great tool to promote your business. That’s what i love about the different social media tools out there (mainly blogging, twitter, linkedIn, facebook, Youtube) – each have their unique way of pushing your business.
    I still need to get myself to video blog – but i’ve been using each one of these tools and each had yielded great result in different ways. I was one of those people that doubted Facebook could ever be used to promote one’s business except with an ad. Recently, I created a fan page for myself – at first, friends from my facebook profile started joining, but soon after people that i didn’t know started becoming fans – i was bedazzled – the viral effect of a fan page is incredible – you certainly have to create content though. But i’m a strong believer that all SM tools you end up using you should eventually drive traffic towards your final landing page – your source of business!

  • http://johnantonios.com John Antonios

    Great post Ruth – Facebook is definitely as great tool to promote your business. That’s what i love about the different social media tools out there (mainly blogging, twitter, linkedIn, facebook, Youtube) – each have their unique way of pushing your business.
    I still need to get myself to video blog – but i’ve been using each one of these tools and each had yielded great result in different ways. I was one of those people that doubted Facebook could ever be used to promote one’s business except with an ad. Recently, I created a fan page for myself – at first, friends from my facebook profile started joining, but soon after people that i didn’t know started becoming fans – i was bedazzled – the viral effect of a fan page is incredible – you certainly have to create content though. But i’m a strong believer that all SM tools you end up using you should eventually drive traffic towards your final landing page – your source of business!

  • http://bit.ly/8s9WDJ Karen

    Besides having a presence on Facebook, marketers also need a blog. WordPress blogs are amazing, but there is a learning curve that can take some time. However, there is a free ebook tutorial that will make it simple for anyone with a product or service to sell to have a WordPress blog up and running quickly. For info, check the article on http://www.xomba.com/how_set_wordpress_blog

  • http://bit.ly/8s9WDJ Karen

    Besides having a presence on Facebook, marketers also need a blog. WordPress blogs are amazing, but there is a learning curve that can take some time. However, there is a free ebook tutorial that will make it simple for anyone with a product or service to sell to have a WordPress blog up and running quickly. For info, check the article on http://www.xomba.com/how_set_wordpress_blog

  • KevinShopTab

    This is a truly fantastic article for business owners looking to make the jump to Facebook. I think there is some great advice in here that will insure success for your business using social media, and in particular on Facebook.

    I work for a company called ShopTab that you might want to check out (http://www.facebook.com/shoptabapp) as this application helps businesses build customer loyalty in a similar fashion as mentioned above in this blog. We saw a huge opportunity for eCommerce business owners who wanted to leverage and monetize their Facebook presence. Facebook ShopTab App allows these business owners the ability to create a shop tab directly on their Facebook fan page.

    We feel with the use of personalization through social media sites like Facebook companies can continue to build valuable relations through various media vehicles and keep their customers involved and happy.

    Thanks,
    –Kevin (http://www.twitter.com/shoptab)

  • KevinShopTab

    This is a truly fantastic article for business owners looking to make the jump to Facebook. I think there is some great advice in here that will insure success for your business using social media, and in particular on Facebook.

    I work for a company called ShopTab that you might want to check out (http://www.facebook.com/shoptabapp) as this application helps businesses build customer loyalty in a similar fashion as mentioned above in this blog. We saw a huge opportunity for eCommerce business owners who wanted to leverage and monetize their Facebook presence. Facebook ShopTab App allows these business owners the ability to create a shop tab directly on their Facebook fan page.

    We feel with the use of personalization through social media sites like Facebook companies can continue to build valuable relations through various media vehicles and keep their customers involved and happy.

    Thanks,
    –Kevin (http://www.twitter.com/shoptab)

  • MyTaskHelper

    thanks a lot for this article, as we http://www.MyTaskHelper.com not from US – such explanation is very helpful for us, because we want to use facebook for our marketing as well.
    Thanks and looking forward to hear more from you.

  • MyTaskHelper

    thanks a lot for this article, as we http://www.MyTaskHelper.com not from US – such explanation is very helpful for us, because we want to use facebook for our marketing as well.
    Thanks and looking forward to hear more from you.

  • http://www.neuartist.com/ Y Mae

    Great insight on facebook. Thanks for your tips!

  • http://www.neuartist.com/ Y Mae

    This is great insight on facebook. Thanks for your tips!

  • http://www.neuartist.com/ Y Mae

    This is great insight on facebook. Thanks for your tips!

  • http://www.neuartist.com/ Y Mae

    Great insight on facebook. Thanks for your tips!

  • http://www.neuartist.com/ Y Mae

    I like facebooks PPC PPM functions-seems simpler to use than google itself. Wonder if u could just set the costs really low like $1 max per day $0.1 per click or ’000 impressions? I agree that facebook users dont wanna be advertised and arent really in the mood for shopping, but its just getting the word out…
    Modern and Contemporary Artist Paintings

  • http://www.neuartist.com/ Y Mae

    I like facebooks PPC PPM functions-seems simpler to use than google itself. Wonder if u could just set the costs really low like $1 max per day $0.1 per click or ’000 impressions? I agree that facebook users dont wanna be advertised and arent really in the mood for shopping, but its just getting the word out…
    Modern and Contemporary Artist Paintings

  • http://www.gatewaybizdev.com/ ElizabethL

    Great post! I agree, if used correctly, Facebook can be an extremely dynamic marketing tool for any business.

  • http://www.gatewaybizdev.com/ ElizabethL

    Great post! I agree, if used correctly, Facebook can be an extremely dynamic marketing tool for any business.

  • http://www.channelship.ie/blog/ fred

    Great post Ruth. Last week I foudn the easiest and simplest way to add brilliant apps to a facebook page@ Involver. These guys have really made it straight forward… the best of it is that their apps also look cool!

  • http://www.channelship.ie/blog/ fred

    Great post Ruth. Last week I foudn the easiest and simplest way to add brilliant apps to a facebook page@ Involver. These guys have really made it straight forward… the best of it is that their apps also look cool!

  • http://www.facebook.com/blanca.garcia Blanca Garcia

    Great post! As the author of a Spanish-language blog targeting women over 40 (http://www.40ymas.com), I created a facebook fan page (http://www.facebook.com/40ymas) to recruit more readers… the move was a big success, in only 6 months it has reached almost 12,000 avid fans and it has become a very active community of women from all over Latin America. So, yes, I agree that facebook is a good place to target anyone over 35, post-menopausal or not!I now look forward to taking a look at some of your suggested apps.Cheers!

  • http://www.facebook.com/blanca.garcia Blanca Garcia

    Great post! As the author of a Spanish-language blog targeting women over 40 (http://www.40ymas.com), I created a facebook fan page (http://www.facebook.com/40ymas) to recruit more readers… the move was a big success, in only 6 months it has reached almost 12,000 avid fans and it has become a very active community of women from all over Latin America. So, yes, I agree that facebook is a good place to target anyone over 35, post-menopausal or not!I now look forward to taking a look at some of your suggested apps.Cheers!

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