Creative Ways to Use Facebook to Market Your Business

Top Marketers Find Creative Ways to Use Facebook

Facebook is really the hottest web real estate around. It isn’t the only social media site online, but it is definitely the most active property. With more than 600 million subscribers, Facebook offers lots of eyes and great opportunities for businesses who want to grow.

Facebook can be used to communicate with your “fans” and to use those fans to build word-of-mouth for your company. But, now both Google and Bing use social media to influence search engine rankings, as well. Google’s spokesperson has confirmed that the search engine uses both the number of social media links that a business receives and an evaluation of your Facebook fans’ or Twitter followers’ “influence,” in ranking your website.

So, there are more and more reasons to get seriously involved with social media.

MarketingSherpa, one of the web’s best sources of marketing case studies in the online world, recently published a white paper of Facebook case studies for 2010. Five companies that ranged from well-known retailers to a solo entrepreneur operating out of her home are profiled. Each of the companies found creative ways to use Facebook and other social media sites to build their brand and build sales.

These companies developed interactive custom Facebook applications for their Fan Page, they used contests, Facebook advertising, and other methods of building a relationship with customers. The ideas are seriously great!

Among the companies with creative Facebook ideas profiled are:

Ace Hardware: The company created a Facebook “I Will…” app with a marketing message that integrates with and strengthens its current TV advertising branding campaign. The interactive app allows fans to share plans with their friends and post them to their Facebook page with the tag “I Will Powered by Ace Hardware.” Result: The company doubled its fan base on Facebook, and traffic to its Facebook profile page increased 350%.

New Belguim Brewing Company, Ft. Collins, Colorado: This craft brewery used Facebook to introduce a new India Pale Ale, a style of beer that was outside what customers would expect from a Belgian brewer. The company used some fun interactive tools on its Facebook page, and a strategy that incorporated local events. Result: They surpassed their 3-month sales goal within the first 3 weeks after product launch.

Moosejaw: This outdoor apparel and gear retailer created a sweepstakes campaign that was promoted through Facebook, Twitter, email and text messaging in advance of Christmas. Called “20 Days of Decent Giveaways,” the retailer gave away merchandise, a couple of quirky prizes like a wooden squirrel, and a $1000 shopping spree as a grand prize. To enter, the contestant had to forward, “like,” or “retweet” the company’s messages. Result: The company increased Facebook fans by 31%, Twitter followers by 45%, and increased sales of the merchandise offered as prizes by 10-15%.

Wilton: The cookware and cake-decorating company looked to Facebook to supplement its email marketing communications. By surveying customers about their communication preferences, the company was able to develop a multi-media strategy that incorporated email, Facebook, and Twitter to promote Halloween decorating and party-planning products. Result: They generated a 120% increase in Halloween product views on Wilton.com.

Things for Strings: This company sells devices created by violin teacher Ruth Bron that help beginning string players learn proper bow technique—a common problem for novices. She used social media to reach her niche market of other violin, viola and cello teachers. Result: Things for Strings has enjoyed steady increases in sales. In addition, most customers report having seen information about the product on the Web before purchasing it. 35% of website visitors come from Facebook, and the company’s Facebook ads have been their most online advertising channel.