Facebook marketing goals for small and medium businesses

Facebook marketing goals

Facebook marketing goals for small and medium businesses

Small and medium-sized enterprises can field Facebook marketing strategies with high margins of success. In fact, with more than 2 billion active users every month, it is not possible to exclude the social blue from your digital marketing plan.

What can be the objectives of Facebook marketing related to SMEs?

Brand awareness

Facebook is a very important tool to allow small and medium-sized enterprises (SMEs) to make their products and services known, while cultivating a very direct relationship with interested users.

If on the one hand your community, made up of people who already know the company’s products, can follow it on the social blue, on the other hand you can also reach people who do not know it through spontaneous sharing or through sponsored. The latter, through the creation of the right public, allow to reach new people potentially interested in the products or services that the company offers on the market.

Customer care

Facebook is also one of the places on the web that best lend themselves to customer care, that is, assistance to their customers. Indeed, given the announcement of future updates of the algorithm of the views of the News Feed, focusing on customer care could prove to be a winner also in terms of awarding the content posted, which can go up the slope of the news section.

The promotional content may still be valid, but using your social page as a place where solving the problems and perplexities of your users can be a highly useful use key, precisely because it is capable of triggering conversations between friends, debates and an engagement appreciated by Facebook algorithms. Keep reading Facebook Ads or Google Ads: Which is better to use for online advertising?

Direct sales

Facebook can also be used to sell its products or services. If the company has an e-commerce site, Facebook can increase the chances of success in online sales. For example, it is possible to create a product catalog and then insert them into the Page, as well as create particular types of ads (called Offers) just to entice the user to buy without putting further delay.

Obviously, it is must be said that those who have an important business in their hands cannot simply rely on the Zuckerberg social network to market their products online. However, it is a fact that not a month goes by in which the Menlo Park team does not make available any new function that favors those who want to sell using Facebook.

Lead generation

Collecting as many, contact data as current and potential customers is vital for SMEs. Through emails, mobile numbers or other forms of direct relationship, companies can send increasingly personal and targeted messages to their public, especially if they know how to use marketing automation techniques.

Facebook allows you to collect this type of data making it possible for the company to support the sending of private messages to forms of communication with a wider range. Among the forms of insertion that social offers to companies there is precisely the collection of leads: a user who sees the announcement and remains attracted to it can convince himself to provide the company with his contact details by remaining within Facebook. In this way, the number of contacts that the company manages to acquire is higher than that provided by other forms of lead generation.

How to start a Facebook marketing strategy?

Before actually starting to take action on Facebook, it is good for small and medium-sized businesses to spend time creating a well-designed and designed communication plan.

First of all, the objectives of the strategies to be implemented on social blue must be defined.

Secondly, the public, i.e. the buyer person, the typical customer, must be identified, tracing a sort of identikit of its main characteristics such as age, location, interests, level of education and more.

As for the contents, it will be good to dedicate only 20% of them to the promotion of products or services so as not to tire the user with continuous offers and hype.

Finally, the results control tools should not be forgotten, with the choice of the most appropriate metrics, to be followed to understand the effectiveness of the steps taken along the road to achieving the designated objectives. For example, if the setting up of a valid customer care has been set as an objective, one of the ways to evaluate the effectiveness of the actions carried out is the analysis of the number and quality of the comments received, rather than that of ‘likes’.

Advertising on Facebook

If in the past Facebook was the realm of free communication, based on direct relationship actions and visibility linked to the quality of the posts published, today it is no longer so. The new social algorithms tend to heavily reduce the organic visibility of content, especially when they are placed on company pages. The only way to guarantee valuable results is by planning paid advertising campaigns, which can allow the target audience for the company to be reached precisely and effectively.

Just SMEs can be found in Facebook the most appropriate channel to its communication, because even after all limited cost you can achieve results of the highest value. The problem is that most small and medium-sized businesses do not have people inside who know Facebook and its marketing communication tools thoroughly. The consequence is that many companies give up using Facebook or rely on operators of dubious competence, who are unable to bring real benefits to the corporate business.

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