When you think Facebook, you may not immediately think “marketing.” However, this social media giant has emerged as one of the most useful marketing tools for interior designers. Facebook makes it incredibly easy to advertise your services to a target audience. If you’re looking for new clients, look no further than Facebook.
But if you’re not familiar with Facebook marketing, you may have two questions: Why Facebook and how does Facebook marketing work? In this post, we’ll provide answers to both of those questions. Let’s get started.
Why Use Facebook for Marketing?
Chances are, you’re already pretty familiar with Facebook. In fact, you probably have a Facebook page for your business and currently use it for connecting with your audience. Why should you take the extra (paid) step to advertise on Facebook? Here are the top reasons why you should consider Facebook for marketing your business:
Facebook is Popular
With over two billion users worldwide, it seems like everyone’s on Facebook. Facebook is the go-to social media platform. It eclipses the popularity of other platforms like YouTube, Instagram, and Twitter.
Facebook’s popularity matters for two reasons:
First, your target audience is likely to use Facebook because it’s the standard social media platform. When you advertise through Facebook, you’re almost guaranteed to reach your prospective clients.When you advertise through Facebook, you’re guaranteed to reach your prospective clients. Here's why: Click To Tweet
Second, Facebook’s popularity has allowed it to collect a huge amount of user data. You can use this user data to narrow your marketing reach to the very people you think would be the best candidates for your service.
You Can Target Your Ideal Client
Piggybacking off of the last point, you can use Facebook’s insane amount of user data to find the ideal prospective client.
You can create your target audiences based on various factors. For examples:
- Target your ads to specific demographics based on age, location, or family size.
- Alternatively, you can target specific behaviors (such as people who’ve recently purchased a home), or people who’ve liked specific pages (such as Tobi Fairley, Joanna Gaines, Thom Filicia).
You can’t reach this level of specification with other forms of marketing.
Facebook Marketing is Affordable
Facebook marketing works with every budget. Whether you’re a new interior designer who’s building a successful business out of your living room or you oversee a team of other designers, you can still harness the power of Facebook marketing. It’s been said that you can start marketing on Facebook for as little as $5 per day.
Organic Reach is Down
Having a Facebook business page is not only important for connecting with your community on Facebook, it’s crucial. You cannot actually start a marketing campaign unless you have a business page. That said, having a free business page is not enough.
Facebook has embraced a pay-for-promotion model.
Have you ever noticed how your newsfeed on Facebook isn’t chronological? You get updates somewhat sporadically. There is a method to the madness. Facebook has a special algorithm that determines when to promote certain posts in a follower’s newsfeed. If you have 1,000 followers for your Facebook page, it’s unlikely that all 1,000 of them will see your latest post. Perhaps 200, or maybe even as low as 50 of those followers will see your post. Facebook analyzes how that sample reacts to your post, and then determines whether or not to show your post to your other followers.
However, this only focuses on your current followers, in other words: Those who are already aware of your business. What about people who don’t know you yet? You can’t rely on your free Facebook business page for brand awareness– only paid advertising can do that effectively and consistently.
Facebook Marketing is a Quicker Alternative to SEO
The go-to marketing strategy for every business is search engine optimization, or SEO for short. SEO consists of hundreds of strategies to improve your website. The end goal for SEO is to reach search engine users who are searching for various keyword terms, like “interior designers in my city.”
SEO plays a crucial role in Internet marketing. There’s no doubt that with the right optimization, you’ll attract new prospective customers through Internet search. However, SEO is a long-term strategy. It can take six months, if not longer, to finally reach the first page for your targeted keyword.
When you want quick results, Facebook marketing is the best choice. Think of SEO as a slow burn that will eventually produce satisfying results, and Facebook as a microwave when you need immediate results. You can and should do both.
Within hours from reading this post, your ad campaign can be live and reaching your target audience. Plus, you’ll reach them without waiting for them to search for your targeted keywords on a search engine.
How to Get Started With Facebook Marketing
Now that we’ve reviewed some of the reasons why Facebook marketing rocks, let’s discuss how to get started with Facebook marketing for your interior design business.
Choose a Campaign Objective
Your first step is to choose a campaign objective. What do you hope to accomplish from this marketing campaign? Here are a few common objectives:
- Increase awareness for your interior design business
- Find new prospective clients
- Engage with people who are already aware of your business
- Connect with your current Facebook followers
While it’s also possible to use ad campaigns to increase your followers or likes, avoid so-called vanity campaigns. As mentioned earlier, having a large amount of followers won’t improve your organic (free) reach and it won’t increase brand awareness.
What should be your goal? The ultimate goal is to win a client. But, in the short term, your goal is to attract attention and then nurture leads.
Nurturing can be a lengthy process. Most leads require 9 interactions with your brand before they decide to trust you. You could “buy” those interactions with even more Facebook ads, however, you may run into a couple of dangers: Ad fatigue and budget depletion.
One of the best ways to extend the life of your Facebook ad campaign is to choose an objective and then encourage email signups. This way, Facebook acts as the introduction to your business and you can continue nurturing your clients through email (for free).
For example, use your Facebook ad to tease a tantalizing freebie to send an interested prospective client. Link the ad to a landing page on your website. Once there, offer them the freebie in exchange for their email address (along with their ongoing permission for you to send marketing emails to their inbox). Once they sign up, you’re both winners: The lead has a valuable freebie, and you have a new lead in your sales funnel.
Create Your Audience
Here’s the fun part. It’s time to assign an audience to view your ads. This is where Facebook really shines. Unlike other marketing strategies, you can get very specific with who you target.
Facebook gives you three different audience choices:
Custom – You can use your own email list to market to people you already know. For example, you can upload your list of email subscribers to Facebook, and Facebook will match its users’ email addresses to those on your file. This allows you to create tailored messages for leads who’ve signed up for your email newsletter but haven’t become clients yet. You can also speak to previous clients you’d like to work with again.
Lookalike – A lookalike audience is a type of custom audience. As with the custom audience, you upload your list of email subscribers. Then, Facebook analyzes your list to come up with users who are in some way similar to those on your list. The lookalike audience is a way to reach new leads.
Saved – If you’re starting from scratch, you can create a saved audience. Here, you’ll define your target audience based on the following:
- Location (Many clients prefer to work with a local designer)
- Interests (i.e., Show your ad to people who have already liked or followed specific interior designer pages on Facebook)
- Behavior (i.e., Show your ad to people who are newly married, expecting a baby, etc.)
Create a Landing Page for Your Ad
As mentioned earlier, you need a landing page.
Even if you’re not offering a free gift, you still need a landing page. Don’t send interested prospective clients to your home page because it’s actually quite easy to get lost on a home page. This is especially true if your ad is promoting one service or showcasing a specific home. Don’t risk the confusion. Send your prospective client to the page that connects with the message in your ad.
Plus, your landing page provides an opportunity for you to give out free gifts and collect email addresses.
Facebook marketing is a great way to get your name out there and start connecting with prospective clients. Although the process can feel overwhelming, we hope these tips will help you get started with Facebook marketing right away.