THE MEAT AND POTATOES OF SOCIAL MEDIA MARKETING FOR FACEBOOK
Disclaimer Social Media Marketing changes daily and many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else’s, in fact no guarantees are made that you will achieve any results from our ideas and techniques in our material.
"Designed by Freepik“
Why Facebook? Facebook is a free social networking website that allows users to create profiles for contacting friends, family and colleagues. Users can make posts, change their status, create advertising and link to most websites and social media.
Registered users of Facebook can also join groups, chat, make comments, post opinions, and ask questions.
Why Facebook? Cont. Facebook is successful because it is simple to use. It allows the user to access traditional and online networks across the world by targeting audiences.
For example, it is possible to find friends by searching city, high school or even through friends that have already been added to a profile. Facebook also adapts to the expectations of users and changes in technology. A broad range of communication can be used on Facebook such as written, verbal and visual information. The user can also add photos, images, videos and links making the website a highly accessible social media marketing tool.
Facebook For Social Media Marketing Facebook is the perfect social media marketing tool for anyone looking to promote their website since links can be added to posts, comments and advertisements.
This results in more traffic to websites and other social media connected to the user. For example, a website owner promoting a new and original product or service can add a link to content or create an advertisement at any time of the day on Facebook.
Facebook For Social Media Marketing Cont. Facebook has over 1 billion users located all over the world from different age groups and backgrounds. It provides a website or business with cheap methods for acquiring prospective clients and marketing. Facebook generates accurate and accessible feedback about the success of a Facebook page. For example, advertising campaigns can be improved easily because demographic information supplied by Facebook Insights can be used to target audiences or improve the users experience of using websites and social media.
Creating a Facebook Page • You should login or create a personal Facebook account, a business page needs to be linked to your personal account. • While logged in go to www.facebook.com/pages/create.php. • Decide which category suites your business or website on this page. Name the page carefully using keywords and the product or services name.
• Add a profile picture and basic information. ‘About’ information should have links back to your website and other social marketing websites such as Twitter or Google+.
Creating a Facebook Page Cont. • Like your own page and invite email contacts from various social media sites after updating the page more. Facebook prompts you to share a status update. It is better to make many status updates before inviting people to like the pages so they can see the types of things that will be shared. • Add an attractive cover photo with some text and website links to promote your website.
• Select admins for multiple users. Fill in the 'Edit Page' section under 'Manage Admins'. The admins either must be Facebook friends or be identified by the email address they use for Facebook. • Note: Nothing from Facebook business page is seen by personal friends. A business page and personal profile are restricted by the profile user.
Facebook Promotion •
The most obvious way to attract users to a Facebook page is to post interesting content and advertisements so that people return to the page.
•
Good quality content will generate more traffic to other websites and social media associated with a Facebook profile.
•
Facebook permits users to download email lists from other websites like Outlook, LinkedIn and many others.
•
Users can also make friend requests to other people, groups and companies.
•
It is also possible to target friends in groups that may become potential clients. People in Facebook groups may also offer reciprocal likes or clicks.
Facebook Promotion Cont.
• A Facebook Like or Login Button added to a website will also increase the amount of traffic to a Facebook page. • This can be created by visiting developers.facebook.com and signing in with your Facebook account.
• If you are using WordPress, Tynt Speed Share Plugin can also be added. Users can highlight content and share it on Facebook easily after it is added. • Once you have attracted some regular users, it is then possible to regularly update the Facebook page.
Facebook Advertising Creating and managing an advertisement is easy on Facebook. Follow these steps.
• Login to your account and search for Facebook Ads. Facebook will then take you to the Ads Manager so you can start creating an ad. • Select your campaign objective from the lists including Awareness, Consideration and Conversion. For example, the user may select brand awareness. The user will then be prompted to set up an Ad Account. • Enter requested information for the Ad Account such as country, currency and time zone information.
Facebook Advertising Cont. • Ad Set will assist you in creating an audience for your advertisement. Save your list in CSV or TXT format and go to the Audiences tab in Ads Manager. • Create a list of email addresses and phone numbers using your customer data. • Click the Create Audience button, select the Custom Audience option and then choose Customer File. You can then choose a file or copy and paste data. • Facebook can generate more of an audience by finding people on email lists with similar interests.
Facebook Advertising Cont. • You can set the age of the audience, language, interests and other demographics to create a target audience for the advertisement or campaign. • Schedule, budget and placement of ads also needs to be considered in Ad Set. Note that bidding gives you an option to set the bid to get the most clicks at the best price or manually enter a bid based on what link clicks are worth. •
Start with automatic but if results are unfavourable try manually and try a higher bid.
• If you are still generating low impressions then look at custom audience targeting. •
Change being charged per click to impression.
•
If this still fails go back to target audience or look at the design of your ad.
Facebook Advertising Cont. •
Create an advertisement by using images, words and links using Facebook formats or a custom image. •
•
•
Make a heading and select the placement of the ad onto the right side, newsfeed and other areas of the screen. • Facebook also allows users to use the same advertisement on other websites such as Instagram and Audience Network. Once the advertisement has been created, it is then up to you to measure results and change it if necessary using Facebook Insights.
Ad manager can then be used again to make changes to the advertisement or target audience depending on the current results.
Target Audience Finding a target audience is about more than just good quality content and using the data provided by Facebook Insights. It requires careful well organised testing to maximise the profitability of advertising and to limit uninterested audiences. Some preliminary tips are listed below: • Do not target a broad audience for all products. A seller of soccer clothing may believe that the large sporting teams, soccer celebrities and people that enjoy soccer combined is the way to advertise. This may be profitable but not necessarily the most effective method for understanding the target audience because the user never knows which is getting the better return and why?
Target Audience Cont. • Facebook puts all the behaviours together instead of providing one behaviour and being able to measure performance individually. • Start with one broad category such as interests and when that displays audiences that can be limited, add another to see if results improve. • Advertise with images and text that speak to a specific audience that are original and creative. • Use the same one or adjust slightly for other audiences or try something completely different.
Target Audience Testing • A/B testing provides a better understanding of customers likes, interests and preferences. • An organised testing process provides accurate branding and marketing of a product or service. • Facebook Insights provides users with higher odds of targeting an audience by using statistics and algorithms. • There are various methods for A/B testing but the simplest form of A/B testing involves a test of one element test against another to see which one results in better performance.
Identify Target Audience • The most important target audiences are based on country, gender, interests and age in that order. • Interests are third in order but has the biggest impact because it is such a broad audience. • Gender and age can be set broadly to see which age and gender performs the best. • It is then possible to test different interests or behaviours.
Identify Target Audience Cont. • A separate ad set for each interest behaviour or advertisement is better than using the same ad set. • The reason is that multiple ads in an ad set result in A/B testing of both ads to determine a winner using their algorithms. • Using multiple ads in an ad set means that Facebook will automatically A/B test both and determine a winner.
• The losing ad or behaviour results in less impressions towards the losing ad. An early winner is a small sample and ads will appear less.
Measuring Success • There are numerous tools available to check if links from advertising and content are generating more traffic to a website. • Facebook Insights will display the amount of traffic converted to web hits from advertising or links. • The Ads Manager will provide users with an option for creating a Facebook Pixel. Its purpose is to track the conversions of any page on your website. • Google analytics can be used to see if your advertising is converting to more traffic, direct sales and other information on your website.
Facebook Business Manager An alternative to having a Facebook Business page is a Facebook Business Manager Account. The advantages of this account is its administration powers. The user can assign permissions to co -workers and give certain access to pages, ad accounts or even client bases. It prevents the users from being distracted by personal profile information. An account can be created by going to business.facebook.com and go through the process of creating a Business Manager Account. A business account doesn’t allow you to install Facebook apps, so you can’t add a custom page made with iframes or third-party tools.
Saving Time • 30 minutes a day is enough time to spend on Facebook. • Many websites limit the amount of repetitive and time consuming work for users. • Websites dedicated to displaying duplicate information on numerous social media websites are a great time saver. • Posts and messages can be scheduled in advance across a range of social media on websites like Buffer and Hootsuite.
• Dashburst can even help you to select images, text, photos, video, audio, infographics, documents and websites.
Conclusion The creation of a Facebook profile provides a social networking page with almost limitless marketing potential for any business. The searching and targeting of audiences provides a solid base of potential clients and traffic to other social media and websites. Such networking capabilities provides a ready market for advertising and services. The user can create and design a profitable business page because Facebook does the difficult work of measuring and testing by using statistics and algorithms resulting in the creation of good quality and profitable content in a cost-effective way.
THE MEAT AND POTATOES OF SOCIAL MEDIA MARKETING FOR FACEBOOK
Disclaimer Social Media Marketing changes daily and many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else’s, in fact no guarantees are made that you will achieve any results from our ideas and techniques in our material.
"Designed by Freepik“