Promoting a company on Facebook: feasibility and basic principles

No company wants to lose the opportunity to tell more than 3 billion people about their products and services, so there is no doubt about the advisability of creating an account on Facebook. Some people initially turn to a marketing agency in Kyiv for professional promotion, while others try to manage the process on their own. The first option is much more convenient and effective, since all current issues, including selecting and adding content, are handled by experienced specialists. Conducting an SMM campaign on your own requires a significant investment of time and nerves, because you will have to acquire additional knowledge and skills. There is also a plus – you will get to know your target audience better, which in the future will allow you to guess the wishes of followers and maintain interest.

Attention! Whatever prospects open up after opening a community on FB, you shouldn’t give up other marketing tools. When target advertising, SMM, and search engine optimization are used simultaneously, the chances of sales growth are maximum. Be sure to take this into account when allocating your budget for online business promotion.

Who needs Facebook page promotion?

Often entrepreneurs do not fully understand the purpose of creating a company profile on a popular social network. It is for this reason that conflicts arise between customers and performers, since the former think that the price of advertising on Facebook is unreasonably high, although in reality this is not the case. With a serious approach to launching and promoting a business page (specialists spend a lot of effort and time on this), it is possible to:

• make sure that the brand is on everyone’s lips;
• form or adjust the attitude of the target audience towards the company – loyalty on the part of followers will further ensure their transition to the category of buyers;
• provide information of interest to the target audience about services and goods, company employees, technological processes, etc.;
• report on various offline and online events;
• find brand ambassadors who will tell their friends about you;
• create a community of like-minded people.

Group promotion on Facebook does not provide a direct effect on sales, but it becomes the foundation for subsequent cooperation and growth in business profitability. Even if your marketing campaign budget is limited, you shouldn’t give up on promoting your Facebook page.

It’s definitely worth investing in advertising if:

• the company wants to look respectable and gain a reputation as a reliable partner;
• you are engaged in international commercial activities and are interested in finding partners and clients not only in your home country, but also abroad;
• a specialist in a certain field (medicine, photography, education, etc.) has a need to gain fame and attract new customers;
• the company belongs to the B2B segment, and therefore needs constant interaction with representatives of other companies who primarily use FB to establish business contacts;
• the company is developing in the service sector – without promoting a group on Facebook, it will be extremely difficult for a beauty salon, fitness club, restaurant or hotel to recoup costs and achieve a net profit;
• The goal is to establish a small online store.

Before starting a campaign, it makes sense to consult with a marketer to assess the feasibility of the investment, taking into account the type and scale of activity. You also need to take into account that advertising of groups with erotic content, promotion of pages offering cigarettes, weapons and dubious financial services are prohibited on Facebook. Accounts are blocked for violating the rules, so it’s a good idea to carefully study the platform’s rules.

Choosing an option to promote a company page on Facebook

At the start of business development in the TOP social network in the world, you need to decide which account to open. The option of promotion through a personal profile is definitely not suitable, since selling materials cannot be posted there. There are two options left: a business page (public) and a group. They have different purposes and functionality. In the first case, the goal is to promote a specific project, increase interest in products and services, and achieve loyalty from the target audience. The group is more focused on communicating with subscribers and performing certain types of targeted actions. Let’s take a closer look at both types of pages:

1. The public is suitable for presenting information about the company, discounts and promotions. The communication aspect is not of primary importance. When creating a business page, you can buy advertising on Facebook and set up a target for additional brand promotion. The advantages of this option include: displaying followers in feeds, setting regional and age restrictions for subscribers, creating functional blocks (store, reviews, vacancies, etc.), as well as convenient traffic tracking thanks to built-in statistics.
2. The group is used for live communication and discussion of topics related to the company’s activities, so posts are not shown in the feed, and there is no option for synchronization with applications. Advertising in Facebook groups is not used, so there is no particular point in paying a high price for promotion – public pages are better suited for business tasks, especially since they are indexed by search engines.

Creation and promotion of a Facebook page

The procedure for opening a public page is extremely simple, and the creator automatically becomes an administrator. So, you will need:

• click on the plus sign and confirm the creation of the page by selecting the name;
• choose an avatar and cover (it is advisable to use photos and videos) that will interest the target audience;
• decide on a template and fill in the fields, telling about the brand;
• link to Instagram;
• start publishing content and using advertising on Facebook – if you contact our agency, the price of maintaining a page will be acceptable.

There are several principles that will help you successfully advance on Facebook:

• developing an effective content strategy;
• regularity of publications;
• combining different materials (posts, videos, photos);
• monitoring the needs and interests of followers;
• prompt response to questions and complaints;
• distributing information about yourself in other groups;
• launching a chatbot;
• organization of interactive events – webinars, live broadcasts, etc.

Considering the variety of subtleties, it is wiser to entrust the process of promoting a group on Facebook to Internet marketers.