It’s a shame to say that the idea of using Facebook as a fantastic business tool completely gratis is all but a distant memory. With the goal-posts shifting all the time, and the likelihood of your non-suggested posts receiving significant views amongst your followers diminishing all of the time, we have come to the stage where we really need to consider whether or not it’s worth throwing money at Facebook in the hope that it works.
Understand What You Want To Achieve
One certainty is that if you use Facebook marketing without really knowing what you want to get out of it, the likelihood is that you won’t get much out of it at all. Any marketing strategies have to be specific, and need to focus on a target outcome. You need to consider whether you just want to create better engagement with your customers, or if you actually want some monetisation through the work you put in on Facebook. It’s fair to say that not all businesses will get something out of Facebook marketing, so think carefully about the sort of business you run, before you start pumping money at the thing!
Do Some Market Research
If you can find similar businesses to yours which have clearly had successful marketing campaigns on Facebook, then you can be a little more confident of success when you attempt to do the same thing. You might also pick up some handy hints along the way when assessing the way other businesses have used the site.
Set Up a Trial Run
If you are going to use Facebook marketing, there’s nothing to say that you have to use it forever. You can set yourself up to use the site for around six weeks, to assess the impact it has on your business. Again, make sure that you understand what it is you are expecting to see, before assessing the success of the operation.
Understand the Costs of Running a Facebook Campaign
Firstly, you need to think about the man hours that are going to be required to make this work well. You don’t just pay your money and sit back and wait. So, calculate carefully how much time you will have to dedicate. Secondly, you have to look at the actual cost of what you are doing. Think carefully about what you are prepared to pay, and make sure you balance this against the results you are seeing on a daily basis.
Following your trial period, it’s important that you sit down, and go through everything you have achieved. You need to look at finances – how much money you have made, whether it is a different figure from normal, and how much you think that is down to using Facebook marketing. Secondly, you can look at things like increased engagement with clients – something that is always going to help businesses in the long run, and gained followers – which could convert into new business in the future. You can also try to assess the difference in your public image since your Facebook experiment.
Overall, it has to be said that it can be difficult to gauge the success of a Facebook marketing campaign. Without having the benefit of a year throwing money at it, there’s always a risk associated. Tread carefully, and take small footsteps. You never know, it might just work!