How to Use Facebook to Market Your Website
Facebook now has over 2 billion users, and over a billion of them visit the site every day – sometimes multiple times a day.
Within the last couple of years, choosing not to be on Facebook has become an eccentricity. Across demographics, it’s the place online to be.
For brands, that makes it a crucial tool for reaching your audience and driving more traffic to your website. If you aren’t on Facebook already, what are you waiting for?
If you could use some guidance in how to use the platform to promote your website, here are the four main steps you should take.
1. Create a Facebook page for your brand.
The first and easiest step you should take is creating a Facebook page for your brand. Your Facebook page is the first thing people actively looking for you on Facebook will see. You can provide a lot of information about your brand – including a link to your website.
To create a page, click on Create a Page on the Facebook Business site.
Choose the appropriate category from the options provided.
And start filling in your information.
Facebook is a pretty visual platform, so in addition to the information you fill in, make sure you find a good cover photo to include as well.
While adding your website link on your page is a good start, it’s not enough to drive new traffic to your website. First, people have to find your Page.
2. Promote your page to customers and followers.
The way Facebook works, nobody’s going to navigate to your Facebook Page on their own. You have to help promote it. While it might seem backwards to focus efforts on promoting your Facebook page when your ultimate goal is using Facebook as a tool to promote your website, you won’t get any traction on Facebook until people start following you there.
Put links to your Facebook page on your website and in emails you send to customers. You can order stickers to put up in your store urging people to follow you on Facebook and include a mention of your Page on any advertising materials you create.
The people most likely to follow you are those you already have a relationship with, and their interest in your Facebook page is important for it to accomplish anything.
3. Share your content on Facebook.
As you start to get followers, you have to give them something to keep them interested in your Page and brand. So start sharing your content on the website. Link to blog posts, videos, podcasts, or anything else you’re creating that’s of value to your followers. Also use the space to share any deals or sales that your customers would be interested in – all with links back to your website.
Wherever possible, try and make your posts interactive. Ask questions that will encourage your followers to answer, or make use of Facebook’s voting features. You don’t want your page to just be about pushing your own content out, you want it to be a space to interact directly with your followers.
While you definitely want to use this space to share your own content and links back to your website, don’t make that all you share. Look for opportunities to share other relevant content or post updates about things your followers will be interested that aren’t about your brand.
4. Use paid advertising.
Your Facebook page is a great way to interact with the followers you have, but if you want to expand to new people who aren’t already familiar with your brand, then you’ll get a lot farther if you invest in Facebook advertising.
Creating ads in Facebook is fairly simple – the company has built an intuitive advertising platform for users. To use Facebook advertising effectively, there are a few best practices to keep in mind.
One of the best things about advertising on Facebook is that the site has tons of data on users. People are quick to share personal information on the platform about relationship status, interests, places they visit – just about everything. You can use the information Facebook has to target your ads to the people most likely to be interested in your products.
Promote content instead of just products.
While Facebook ads are a good way to promote your products, they’re also a good opportunity to generate interest in your brand and start building a relationship with new prospects. Instead of just pushing out information on what you’re selling, consider using Facebook advertising to promote the useful content you create for your audience.
Pay attention to your analytics.
As with any other type of marketing or advertising, you’ll get better results if you pay close attention to what works and refine your efforts accordingly. Facebook provides analytics for both the ads you run and your page. Pay attention to what they tell you so you can get the most out of your efforts.
Facebook can be a great tool for promoting your website, but more than that, it enables you to interact directly with people in your target audience and gain knowledge on who they are and what they respond to. The interactions you have there can inform your other marketing efforts and help you build relationships with prospects who become long-term customers.
Kristen Hicks is an Austin-based freelance content writer and lifelong learner with an ongoing curiosity to learn new things. She uses that curiosity, combined with her experience as a freelance business owner, to write about subjects valuable to small business owners on the HostGator blog. You can find her on Twitter at @atxcopywriter.