Facebook is that happy little medium that has the power to hypnotize users for hours on end. And while it’s the social aspect that initially sucks you in, a lot more goes on between the pages of Facebook than just finding out what your friends had for breakfast or seeing pics of their latest pet antics.
Facebook is a powerful marketing tool that’s capable of putting your product or service in front of a captive audience that numbers in the millions. And if you create your business page in a savvy way — using pointed graphics and clear calls to action — you’ll attract an ever wider and wider audience. Here’s how it’s done:
Choose Your Images Wisely
You’ve heard it said — a picture is worth a thousand words. This was never more true than it is in a digital ad. Your images, including your cover photo, need to speak to your product or service. Choose images that are in-focus, that feature interesting compositions, and that don’t violate Facebook’s Terms of Service. You must also take care to select images that are either available in the public domain or that are licensed for sharing. An advanced Google image search that filters results by their licenses is a good place to begin.
If you’re creating a page to advertise your in-home health care agency, for instance, a strong cover image that features a nurse caring for an elderly person in their home is a good choice. Everyone in the photo should appear happy and content. And you can magnify the power of your cover image by adding your company logo and an easy call-to-action. Even something so simple as, “Call for a consultation today.” can be highly effective when paired with a powerful image.
Avoid Click-Bait Ads
Everyone hates click-bait ads — Facebook most of all. In fact, if you’re using blatant click-bait headlines in your marketing content on this social network, Facebook may penalize you by limiting your reach. A click-bait title is one that promises something fantastic that it doesn’t deliver: “This woman answered a knock at her kitchen door. What she saw will make you cry.”
Ads like these are designed specifically to prompt users to click on them. And if enough people click, the ad will be more widely distributed because the algorithm that powers Facebook is programmed to view clicks, likes, shares, and comments as indicators of valuable content — even if it’s anything but. If you use these types of headlines in your ads, they’ll catch up with you eventually, either by irritating the users who fall prey or by coming under scrutiny by Facebook.
Pinpoint Your Audience
Inarguably, one of Facebook’s best marketing features is the freedom it gives you to target your audience down to the most specific detail. You can customize your ads to reach targeted groups like the following:
- Users between the ages of 35 and 75
- Users who listed caring for an aging parent as part of their profile
- Users who live in certain areas of the country or the world
By pinpointing the exact demographic you’re hoping to reach, you can boost the power of your advertising dollar, which on Facebook, begins with as little as a dollar a day.
Turning to Facebook as a marketing tool instead of as simply a social network may be just what your company needs to blossom and grow. If you haven’t already explored this option, now is the time to give it a whirl. You might be amazed at the results.
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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Latest posts by Valerie VanBooven RN BSN (see all)
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