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Top 10 Ways Institutes Use Facebook As Marketing Tool

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Facebook as of now is champion for marketing. It is best platform for self-promotion and interaction with customers. It is a platform where there is most engagement. It is a place for attracting new people. Facebook advertising could be put in front of thousands of people for a fraction of what it used to cost. Facebook has increased the number of ads people see and where they see them.

Following are the ways to work with Facebook:

  1. Structure the advertisement in such a way that it is not confusing

Focus on key strengths of the institute. Select correct category of your institute. Place your brand appropriately.

Example: Quality Education provided in XYZ institute.

  1. Highlight USP of the institute

Do not mention too many points as advantage. Stick to few.

Example: Small batches, Flexible time, ample parking

USP

  1. Define objective for campaigns.

Do you want more website visits? More Facebook likes? More fan engagement? Objectives could be: gain attention, increase sales, improve quality

objectives

  1. Learn to divide campaigns for different filters- age/ demographics etc

Example :

Set 1: Age group: 16 to 22 years(college students)

Set 2: Courses for HR professionals

Set 3: Same interest (for example: sports men and women)

Set 4: Special courses for ladies

campaign

Rather than dumping information on people who do not want or trust the material, advocates can target resources more efficiently and effectively, and become more influential at the same time.  You can target audiences by location, age, gender, workplace, relationship status, language, education and more.

The first way to increase engagement is to make sure you truly understand your Fans and know what they are interested in. Relevancy rules all when it comes to Facebook.

  1. Use impressive cover page/ info in the page

Cover page should define what your institute is. It should visually represent the person, place or thing for which your page was created. Plain text is less engaging than a picture. Attach details of the institute in the image. The cover photo is an 851 pixel wide by 315 pixel tall image that appears at the top of your Facebook page. Select the cover page as per the category of the institute. Give correct/useful info for the page. Include email/ website/ contact numbers. Decide in settings what notifications you want. Facebook recommends uploading an image that is 1200×627 pixels for your ads. You’ll be provided with more specific image size recommendations depending on the type of ad you’re creating, but make sure your image is at least 600 pixels wide for appearing in the News Feed.

  1. Analyse the campaign/ advertisement and change it accordingly

If a particular campaign is started, analyse carefully and make the changes accordingly. If a campaign doesn’t work for a particular, try changing the location. Find the best time for posts by experiment. It will help in engaging more people. Do monitor the engagement for every post. To get more engagement, likes and shares, inspire your audience; use great graphics and video; make your information shareable, useful and fun; and cross-promote to other channels.

  1. Do not over post

Maintain a continuous flow of posts. But do not overload the audience with too many posts, too much of information. However, do remember to focus on quality over quantity – every post should be of value, not just something thrown quickly together. Don’t just make a point to post daily if you have no content.

  1. Maintain the colour combination for campaigns/ advertisements

Use combination of cool, warm, neutral colours for the advertisements. One of the most innovative things we can do is to retain some consistency for our customers.

  1. Learn new techniques to reach the target audience

    1. Try changing the demographics
    2. Try changing the features of the advertisements
    3. Take feedback from the target audience
    4. Use videos/testimonials by students.
    5. Create offers
  1. Reallocate budget

As an advertiser, you can choose to set up a daily budget. Ensure that the budget is assigned according to the requirement. If it doesn’t work, make changes accordingly. It is important to understand the output required here, start with a decent budget, you can always increase it later on. Once a campaign /advertisement is started, ensure to follow it closely so as to control/manage the budget effectively. Do not have very long term plans for digital marketing.budget

Conclusion:

The facebook campaign /advertisements are always hit and trial. Facebook keeps on tweaking the algorithm to reach the users, so accordingly we need to change the campaign /advertisements as well. We have a lot of people who are using this product. One of our marketing challenges is to show that we are going to be thoughtful and careful and generous and considerate with your experience and your information and your friends.

About the blogger: Mrs Harshal Varkhedkar

Harshal is BE, MBA, PMP and computer faculty by profession. Owns a computer institute in Pune.

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