Facebook is a widely used social media platform, both globally and in Sri Lanka, with a monthly user base of 2.45 billion and 1.62 billion daily active users, according to the Hootsuite blog. However, despite its quantitative growth, the qualitative use of Facebook for business purposes is less than 10% of the reported data. Many people primarily use Facebook for entertainment and to express their opinions.
From a business perspective, Facebook is a powerful marketing tool due to its vast user base and ease of transmitting marketing messages among billions of people. It offers an ideal platform for implementing business promotion and marketing strategies.
This article aims to provide a comprehensive understanding of using Facebook correctly for business promotion. It will begin with a brief introduction to Facebook Profiles, Facebook Groups, and Facebook Pages, highlighting their differences. Subsequently, we will discuss how to leverage these features effectively for promoting your business.
Facebook Profiles are personal accounts used by everyone on Facebook to connect with friends and share personal content. These profiles have a limit of 5000 friends, and promotional messages will only be visible to those within the network of friends. However, using a Facebook profile alone for business purposes is not recommended. Some small business owners create personal profiles to advertise their marketing messages, but since the reach is limited to friends, it doesn’t yield significant benefits.
On the other hand, Facebook Groups are communities of people formed around specific interests or tasks. Some groups have a small number of members, while others have hundreds of thousands. When you post in a Facebook Group, all members can see your post. Therefore, if you share a marketing message in a group with a large number of members, it will reach a wider audience. You can create a Facebook Group related to your business and put effort into growing its membership. We will discuss how to create and develop groups with a large number of members in the future.
From a business perspective, Facebook Groups serve as excellent platforms for marketing and promoting products and services. Numerous groups are specifically created for sellers of goods and services. You can join relevant groups and share your marketing messages there. However, a more effective approach is to become an active member in groups that consist of potential customers for your products or services. By adhering to the group’s rules and building popularity among its active members, you can gradually share your offerings. Some internet businesses operate solely within these large groups and achieve successful results.
Facebook Pages allow you to create a page for your business or service. You need a personal Facebook account to create a Page, where you can provide business details such as address and contact information. By increasing the number of Likes and Followers on your Page, you can expand your interested audience beyond the 5000 limits imposed by Personal Profiles.
Facebook Pages offer advertising options where you can pay to reach a targeted audience. You can select the age group, country, and specific area for your advertisement to ensure it reaches the relevant audience. Facebook provides various ad formats to fulfill different objectives, such as promoting your page, driving traffic to your website, increasing reach, or maximizing engagement. While there is a cost involved, this approach allows you to effectively deliver your message to the desired audience. It is important to create attractive ads and define the right audience to achieve a high return on investment. Compared to traditional advertising methods, Facebook advertising is cost-effective and has the potential to reach the target audience more efficiently.
In addition to Facebook Profiles, Groups, and Pages, Facebook also features influential Pages and Groups with a substantial number of Likes and members, respectively. These influencers have the ability to impact their respective fields. Leveraging influencer marketing, you can collaborate with admins of relevant Facebook Pages and Groups where your target audience congregates. By partnering with influencers, you can efficiently promote your products and services, reaching a large number of people within a short period of time. The amount of money to be spent on influencer marketing can be negotiated with the admins. Influencer marketing is a successful strategy that can be utilized on Facebook as well as other platforms.
In conclusion, Facebook is a social network that connects a vast number of individuals and its user base continues to grow. When utilized correctly, Facebook can be a highly effective platform for businesses to sell and promote their products and services. The purpose of this article was to provide business owners with a basic understanding of the various methods available for leveraging Facebook’s functionalities.