With over 44 million users worldwide, Facebook is a tool that marketers and brands would be mad to ignore. Not only is it a free platform for you to share your brand and key messages, it’s also a previously unprecedented opportunity to engage with both your existing and potential consumers.
Nonetheless, a fundamental element of building your brand on Facebook is trust building. It’s imperative that your brand is seen as credible and authentic. As such, you need to ensure your messaging, tone of voice and the communication of your brand’s values translates in your content and are consistent with the content on your other marketing platforms.
Content is key
Firstly, your content is key to both sharing your message and engaging with your audience. You need to make sure that you are not only posting regularly, but also that you’re adding value with content that resonates with your target audience.
It shouldn’t be all about non-stop selling, it needs to be varied. Content can range from posts that demonstrate your expertise as well as relevant information that is of interest to your audience, not necessarily associated with your product.
If you want to encourage repeat visits and engagement, then you need to focus on building an intrinsic value in the minds of your audience.
Embrace your consumers
With this in mind, user generated content is a great way to build credibility as it demonstrates an unbiased support for your product or service. Where possible, encourage reviews or entice your followers to engage with your content.
Hashtag campaigns can also be a successful way to generate content from other sources. Not only will this spread your message and awareness of your brand further, but it’ll also provide you with additional content to use on your brand’s Facebook.
Furthermore, user generated content will demonstrate to any potential customers that as a brand, it’s not just you blowing your own trumpet; your existing customers are too.
Engage!
As well as giving you the opportunity to engage back with consumers who are commenting on your posts, Facebook is also full of useful groups.
I recommend joining groups that your target audience are likely to be in. It doesn’t matter if the group isn’t directly related to what you do, it’s more about the relevance of the audience. As part of the group, you obtain direct access to a target audience with similar interests.
For example, if you run a local business that sells within a specific geography then make sure your brand is present within the local community groups – not always selling but also engaging.
~Business Game Changer Special Promotion~
The benefits of paid ads
Finally, paid ads on Facebook are an extremely cost-effective way to get your message out to a very targeted audience, increasing your brand awareness and hopefully, in turn, your following.
The Facebook algorithm is a bit sneaky, it holds back a lot of organic content, encouraging you to pay for ads – it is how they make their money. Nevertheless, if it’s done right, a small investment can go a long way in attracting the right followers.
Just think, how many ads have popped up in your feed that you’ve clicked on lately?
By Jag Panesar, Director of Xpand Marketing
About the author and Xpand Marketing
Founded in 2007, Xpand is a digital marketing agency based in Saltaire headed up by Jag Panesar, and comprising a team of creative, friendly, results-focused professionals who believe in challenge for positive results.
Offering a full range of marketing services, including digital marketing strategy, SEO services, PPC marketing, social media marketing and website design, they help charities and businesses across the UK grow and improve their digital footprint.
Some of their existing and past clients include Aagrah, Queensmead School, Headway Recruitment, Your New Smile and Lindt.
LinkedIn: https://www.linkedin.com/company/xpand-marketing/
Twitter: @Xpand_Marketing
Facebook: https://www.facebook.com/XpandMarketing
Instagram: @xpandmarketing
Website: www.xpandmarketing.co.uk
