Facebook Marketing: An Introduction

If you are not promoting your service, product, or company on Facebook, you’re behind the curve. With close to a billion users active on the social network, Facebook lets you interact with your target market in ways that your blog or website can’t. Now is the time to jump the Facebook bandwagon if you haven’t already, because if you don’t, you’ll be missing out!

Selecting the Appropriate Type of Facebook Page

To stimulate interest in your company, service, or product, you should first understand the advantages and disadvantages of Facebook Pages. Let’s go over six of them:

  • Place or Local Business
  • Institution or Commercial Organization
  • Product or Brand
  • Public Figure, Band, or Artist
  • Entertainment
  • Community or Cause

You can determine what kind of Page is suitable for your company by asking yourself these questions:

Do you have a “brick and mortar” business? Upon clicking the Place or Local Business option, you will notice a number of categories to choose from via a drop-down menu. You can select a category to make a Page. If no categories are applicable to your type of organization, you can select Local Business.

For this kind of business, the Info Page is quite intricate. You can enter details about when you are open, if you offer parking, and price ranges for your products or services. After you select Create Page, you will have the option to embed the Facebook Page format, allowing customers to check-in upon physically visiting your store. The number of people who have checked in will be displayed on your Page beside the amount of Likes you have.

Do you sell products online? Selecting Product or Brand will provide you with the most relevant Info tab for your kind of company.

Are you a politician? Although the public might find you interesting, you’re regarded as a Public Figure, and if you select the subcategory of Politician, you can enter details about your political views and affiliations into the applicable fields.

Are you creating a Page for a book? For type, you might be inclined to create an Artist Page, however, if the Page is strictly about your creation, you are better off selecting the Entertainment category. If you select the category of Book, you will have access to an Info tab displaying fields you can enter various details into, including the ISBN.

Are you part of a nonprofit group? For Page type, you might be inclined to choose Community or Cause, but it’s worthwhile to go through all the choices at your disposal beforehand to find a category that aptly describes your organization.

Are you concerned about making an error? Don’t stress. You have the option to alter your category and type once the Page has been created. Simply visit your new Page, and in the admin panel, click “Edit Page,” then “Update Info,” then click the “Basic Information” navigation link. You can rename and update the Page using drop-down menus.

Your personal profile is connected to your Facebook Page, but unless you choose to feature it, your Page won’t show any information about your personal profile.

Official Facebook Pages – a Breakdown

Facebook’s official pages are intended to resemble Timelines, but they are meant for businesses. The following figure displays an example of a company Page on Facebook.

Here is a breakdown of an Official Page on Facebook, from left to right across the top:

Cover photo and profile picture: a single picture is used to represent whoever (or whatever) the Page is about throughout the site. For the most part, it’s a press photo or a logo. Pages also come with cover photos like personal profiles do. It allows you to upload a picture that comprehensively represents a brand. Pages are classified as verified via a blue checkmark beside the name of the Page. This blue check indicates that the Page is legitimately run by the organization it represents.

Like button: you’ll find the Like button on the right side of the Page’s name. Click the Like button to be a fan of the business Page. If you have already clicked the Like button, hover your cursor over it to reveal a menu where you can modify how the News Feed posts updates. You can even unlike a Page via this menu, if desired.

Message button: to get in touch with the Page’s admins privately and directly, click the Message button. You might not see this button on some Pages since some admins choose not to display it.

Options (…): when the “…” icon is clicked, a drop-down menu will open up, giving you the option to block, share, report, or save the Page. This menu can also be used to recommend edits to the admin team, or Like the Page not as yourself, but on behalf of another Page you manage.

Likes, Photos, About, and More: you’ll find clickable tabs under the cover photo that allow you to view content added by a Page, browse events, or Like pictures.

Info and Likes: you’ll find details under the profile photo regarding the amount of people that Like the Page, in addition to a link you can use to refer people to it. You might see even more details about whatever the Page represents.

Publisher (and Timeline): the Timeline is the core of the Page. Here, admins can update fans, make comments, and share posts. A publisher might not be present on a Page, but many allow their fans to add content and comments. Keep in mind the timeline only shows videos, photos, links, and posts.

8 Suggestions for Enhancing Facebook Visibility in the News Feed

Nowadays, being seen on the News Feed is a bit of a challenge, however, you can enhance your presence using the following suggestions:

Post consistently. Posting daily will boost your odds of getting noticed by an audience. Ideally, posting between 2 and 5 times a day is encouraged, but if you feel that is excessive, begin by posting once per day at a minimum.

Make comments on other Pages as your Page. Enhance your presence by leaving comments on other Pages relevant to your industry; or ones with a target market that you have in common. Afterward, leave comments on your Page about their posts. Your Page will be seen in the comments by people from the other audience, some of which will perhaps make a connection with yours.

Use pictures. In the News Feed, a picture takes up a lot of room. A thought-provoking picture is capable of boosting shares, stimulating comments, and generating more likes. The more people that engage with your content, the more exposure your content gets.

Utilize Promoted Posts or Boost Posts. Facebook is pushing the pay-to-play aspects of their social network, allowing users to get more eyes on their content by spending a few bucks. Set a budget for some digital ad promotion every month to display your posts on your audience’s News Feed. You will have a better understanding of the distinctions between a Promoted Post and a Boost Post with the following explanation:

You can create a Promoted Post in the Ads Manager, which gives you a variety of targeting choices, including the option to only target fans or a market of your choosing with selective keywords.

You can create a Boost Post directly from your Timeline, and have the option to target either a market if your choosing or your fans (as well as their friends) with as many as ten targeted keywords.

Utilize hashtags. Through the use of hashtags, (keywords with the number sign placed before a keyword) attached to your posts, you will be noticed by people looking up that particular hashtag on the social network.

Respond to those who leave comments on your posts. Once you react to an individual who leaves a comment on something you posted, the content may get added exposure since it has fresh activity associated with it. It’s not necessary to respond to each comment someone makes, but it is worthwhile to have those comments acknowledged with a Like or reply when you can.

Tag Pages. After another Page is tagged (through the use of the @ symbol and entering the name of the Page) on a post, your exposure to that Page’s market is boosted. Occasionally, Facebook displays tagged posts in the News Feed to fans of that Page. If nothing else, you can boost your exposure using that Page, which will make fans aware of your discussion about it. Don’t forget to say something kind!

Hold sweepstakes or contests on Facebook. Sweepstakes or a contest is a smart approach to stimulating Page interaction (since people like winning things and getting free stuff). They might even share your promotion with others, further enhancing your exposure.

Establishing a Successful Ad Campaign on Facebook – a Dozen Approaches

Knowing how to make the best of Facebook ads will allow you to put together an ad campaign that works. Here are some suggestions on creating an effective ad campaign on Facebook:

Establish if Facebook ads are worthwhile for your company. With Facebook ads, you have the ability to make contact with people unaware of your service, product, or specialty. In a way, you’re paying specifically targeted individuals to Like you and, ideally, make a purchase from you.

Understand how to enhance your exposure. Facebook ads are a must if you want your content viewed more frequently. Figure out what kind of ad is optimal and how frequently to run them.

Master the structure of Facebook ads. You can choose CPC (cost per click) – a model where advertisers pay for clicked ads; or you can choose CPM (or impressions) where advertisers pay an amount based on every 1000 people an ad is exposed to. Alternatively, Facebook can optimize your bids for a cost-efficient outcome.

Know how the auction-based system of Facebook ads work. For each action, you bid on the amount you are willing to spend. Action refers to each time your ad is clicked, or each time your ad is seen by 1000 users on Facebook.

Establish the type of your Facebook ad. You can make a Facebook ad for promoted posts, your official website, an upcoming event, or your Page on the social network.

Take the Power Editor into consideration. The Power Editor can help you create an ad with progressive targeting and bidding choices. Figure out how the Power Editor can be used and when to use the Ads Manager exclusively.

Obtain invaluable connections. Promoting your Page with Facebook ads is a beneficial endeavor. Those who click your ad enjoy using the social network and are your core audience. Making connections with new users on your Page lets them become familiar with your services, products, company, or whatever your Page is about.

Determine your objectives. Prior to spending a dime, you need to know what your objective is. What is a successful ad campaign comprised of? Alluring 100 new fans? Selling 50 additional widgets? Getting 25 new subscribers to your newsletter? Identify your objective, and establish a method to monitor your progress.

Establish your baseline. Gather standard data about the performance of your Facebook Page. How many fans were acquired each week? How many people are visiting your website through a Facebook link? This data can be used to evaluate the cost-effectiveness of your ad campaign.

Set aside a budget. Create a budget and schedule for ad assessments. There’s no point in spending money on non-converting ads. Your assessment budget should be 1/10th of your whole ad budget, at the most. Run each version of your ad for a limited time to determine if one variation substantially outperforms another.

Strategize choices for your initial ads. Your strategy should be laid out first and foremost. Determine the amount of time the ad will run for, the amount you plan on spending, and how frequently you intend to modify things.

Rotate the ad. Make plans to have the ad rotated every 2 days or so to refresh it, particularly if it is being targeted towards a small demographic. This kind of campaign isn’t something you can ‘set and forget.’ If you’re fortunate, when your assessment is complete, you will be left with several ads that perform optimally.

We hope that this comprehensive article gave you some good insights into how you can make the most out of Facebook for your small business. If you are interested in learning more about how you can leverage Facebook and other social channels, contact us today.

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