Facebook Marketing Strategy | SMBELAL.COM

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Facebook isn’t new, and neither is the idea that every business needs a Facebook presence. However, a lot has changed since Facebook first entered the marketing scene. Today, the world’s largest social network can do things many of us would never have dreamed of 10 years ago: host 360-degree videos, sell products via a chatbot, or even serve as a top news source for two-thirds of the adult population.


Presentation Transcript


How to grow your business on Facebook F ACEBOOK M ARKETING S TRATEGY




INTRODUCTION Facebook isn’t new, and neither is the idea that every business needs a Facebook presence. However, a lot has changed since Facebook first entered the marketing scene. Today, the world’s largest social network can do things many of us would never have dreamed of 10 years ago: host 360-degree videos, sell products via a chatbot, or even serve as a top news source for  two-thirds of the adult population.




An inbound strategy is about being helpful and relatable to your audience. It involves understanding the goals of your customer and partnering with them to overcome challenges. One of the best ways to do this is to be available where they already spend their time — that means you need to be present on Facebook. INBOUND STRATEGY




Add photos Create a Facebook page Add a short description Create a username for your page # 1 # 2 # 3 # 4 # 5 # 6 # 7 # 8 # 9 Add your page to Shortcuts Set up Page Roles (Editor,Advertiser etc.) Customize your notifications Add a page CTA Organize your Page Tabs HOW TO SET UP A FACEBOOK PAGE Verify your page #1 0 If you’ve decided to build a Facebook Page for your business, you’ve made the right choice. In fact, you’ll be joining 70 million businesses worldwide who already market via Facebook Page — a number that's jumped by 1 million in the last few years.

Why you shouldn’t buy Facebook likes:

Why you shouldn’t buy Facebook likes A “like” is how a user raises their hand and intentionally chooses to see updates from your business in their News Feed . You’ll find pages upon pages of external services selling packages of likes for a flat fee. And for some, it may seem like a quick and easy way to make your business look credible. However , the issue lies in where these likes actually come from. Companies that sell likes use click farms, fake accounts, or even compromised accounts to reach the promised number. That means it’s highly unlikely that any of these users who have liked your Page will ever  engage  with your content.


Promoting your Page doesn’t end on Facebook. Include social media follow buttons on your website and blog to make it easy for your audience to connect with you on Facebook. You can also use a Page plugin to easily embed and promote your Page on your website. Take the time to thoughtfully fill out the “About” section of your Page. Fill your description with searchable information, but don’t overstuff it with keywords. Include an overview of what your business offers, proper categories, and a link back to your website. Sharing your Page from your other social media accounts is another option, as long as you do it sparingly. The key is not to annoy the Twitter or LinkedIn audience you’ve worked so hard to build. Think of creative ways to let your customers know you have a Facebook presence. Place a Facebook sticker with your Page’s name in the front window or include the custom URL on your receipts .  Don’t forget a Page link in your email marketing, whether it’s receipts, product suggestions, content updates, or customer service messages. Promoting your page to customers and email contacts Promoting your Page on Facebook Promoting your page on Additional Social Media Channels Promoting your page through your website HOW TO INCREASE YOUR FACEBOOK OUTREACH


HOW TO POST TO YOUR FACEBOOK PAGE To post on your Facebook Page, look for the white box below your cover photo that says “Write something …” and simply begin typing. When your update is ready to go (after a proofread, of course), hit “Share Now”. From this field, you can also add a photo or video, tag a product or location, run a poll, or schedule or backdate your post if you so choose.


FACEBOOK POST TYPES FACEBOOK IMAGES Posting an image is always a great choice, especially since Facebook posts with images see  2.3X more engagement  than those without visuals and account for  87% of total interactions. To post an image, click the “Photo/Video” prompt below where it says "Write a post ...". T here are a few types of images you can post to Facebook, each with their own size specifications: FACEBOOK LINKS One of the easiest ways to start populating your Facebook Page with content is to share the blog posts you publish . To post a link, begin the same way you would create a text post. Write a sentence or two and paste in your link. As opposed to summarizing the blog post in your copy, come up with a relatable or witty statement (as long as it’s in line with your brand voice) that would intrigue someone to learn more. Before you publish, go ahead and delete the link to make your post look more clean and professional. By this point, the blog post should auto-populate below the white box with the title, meta description, and image. Hit “Publish.” FACEBOOK VIDEO If you’re looking to tell a story on Facebook, video is likely your best option. Recently, video has gained a lot of buzz, especially considering the  Facebook algorithm  now prioritizes both live video   and longer videos with high completion rates in users’ News Feeds . To upload a pre-produced video to Facebook, click the “Photo/Video”, click the “Photo/Video” prompt below where it says "Write a post..." and select "Upload Photos/Video". Select the file from your computer. I recommend uploading videos as an MP4 or MOV file. Profile Picture: 180 x 180 Cover Photo: 820 x 312 Timeline image: 1200 x 630 (The ratio is more important than the size. Keep a 1.9:1 ratio.)


MERCURY Mercury is the closest planet to the Sun VENUS Venus has a beautiful name, but it’s terribly hot JUPITER It’s the biggest planet in our Solar System SATURN It’s composed mostly of hydrogen and helium FACEBOOK LIVE  Facebook Live is another option to explore multimedia content. Facebook Live is a feature that allows live-streaming capabilities to users on their desktop or smartphone. It’s available to any Facebook user, but is particularly appealing to brands who want to capture the culture of their company and form authentic relationships with their followers. FACEBOOK INSTANT ARTICLES Facebook Instant Articles are a feature that allows publishers to post text- and photo-based content in a format that loads on mobile without leaving the Facebook app. If you’ve ever been on your phone and clicked on an intriguing headline just to have the Facebook app completely freeze, you know how frustrating it can be to load mobile content. That’s the main benefit of Facebook Instant Articles. They significantly decrease the time it takes to load content on mobile, while offering a seamless user experience. FACEBOOK VIRTUAL REALITY Last but certainly not least, there’s virtual reality for Facebook. At least for the moment, Facebook’s main virtual reality offering is 360-degree video. Facebook 360 allows publishers to tell immersive stories that share places and experiences with their fans. The 360-degree video experience works best on mobile, as viewers are able to tilt and turn their phone to reveal video content all around them. FACEBOOK POST TYPES

How to pin a post on Facebook:

Now that you know all the different types of Facebook posts, let’s customize how they appear on your Page. By “pinning” a post, you can determine which piece of content sticks to the top of your Page. Any other posts will appear below, even if they were published more recently than the pinned post. To pin a post on your Page, click on the small down arrow in the top right corner of a published post. Then select “Pin to Top of Page.” This post will remain pinned until you choose to pin another post and replace it. How to pin a post on Facebook




Now that we've covered the types of content you can publish on Facebook, you’ll find that posting is the easy part. Knowing what — and when — to post is the real challenge of Facebook marketing. To build a successful Facebook marketing strategy, you’ll first need a comprehensive understanding of your audience.  FACEBOOK MARKETING STRATEGY


#1 Identify your Target Audience To determine your Facebook audience, take a step backward and evaluate the buyer personas of your marketing strategy at large. Buyer personas  are fictional, generalized representations of your ideal customer that help you to better understand your (real) target audience. No matter if you’re in marketing, sales, product development, or services, you can use buyer personas tailor your content, product, or behavior to better relate to your target customer. The same goes for Facebook. By understanding the challenges and goals of your persona, you can determine which content would be best to post and tweak the positioning accordingly. Using Audience Insights : If you want a deeper understanding of your persona, Facebook offers a powerful, free analytics tool as a part of their ads platform called Audience Insights. Audience Insights allows you to obtain demographic and behavioral data about your audience and that of your competitors.


#2 Create a social media content calendar Social media managers juggle a lot of tasks on a day-to-day basis: posting content on multiple channels, responding to comments,monitoring mentions of your brand, reading up on recent trends .. How do social media managers keep up with all of those posts they need to publish? By using a social media content calendar. Scheduling Facebook posts No matter how far out you build your social media content calendar, you’d never be able to take a vacation if it wasn’t for scheduling posts. Thankfully, there are multiple resources available to help you schedule and automate posting. Best times to post on Facebook We get this question a lot: How often should you post to Facebook? And once you determine how often, at what times should you post? As frustrating as it sounds, the answer to both of these questions is, “it depends.” Your region, goals, industry, and how your target audience interacts with the social media platform must all be accounted for when determining the best times to post. A good rule of thumb is weekday afternoons, typically between 1 p.m. and 4 p.m. If you’re posting on the weekends, shoot for between noon and 1 p.m.


#3 Generating Leads on Facebook In short, a lead is a person who shows interest in your company’s product or service by giving their information in some way. Typically, this means they filled out a form for an eBook or requested a demo of your product. To turn your Facebook fans into paying customers, you’ll need to be strategic about posting content that directs to a form. You can also use Facebook Lead Ads to capture lead information from the Facebook platform and avoid the friction of a landing page and longer click-through path . This feature allows potential customers to access your offers without ever leaving the Facebook app.


FACEBOOK BOTS In the world of  artificial intelligence, a bot is a term used to describe a text-based program that can communicate with humans to automate specific tasks or seek information. And thanks to Facebook, this technology is being democratized for businesses of all sizes. In April 2016, Facebook announced the launch of its Messenger Platform — a service that enables any business to build a bot through Facebook Messenger. If you have a Facebook personal profile, you’ve probably used Messenger to chat with friends either on your desktop or mobile. In the same way, you can talk with a bot to change a shipping address or receive breaking news updates. For instance, 1-800 Flowers allows you to use their bot assistant to shop, track your order, or work with customer care.

Tracking and measuring results with Facebook analytics:

Tracking and measuring results with Facebook analytics Facebook marketing without a plan for tracking and measuring results will result in a lot of guesswork, and, ultimately, underperformance. Thankfully, Facebook has built out a comprehensive Page Insights tool to help you analyze your Page as a whole and drill down on specific posts.


FACEBOOK ANALYTICS LIKES REACH PAGE VIEWS USING PAGE INSIGHTS To access Page Insights, click on “Insights” in the menu at the top of your Page. There, you’ll be automatically brought to the “Overview” section, which gives you a seven-day snapshot of the most important activity on your Page. First, check out the “Likes” tab. Here you can see how many likes you gained or lost each day. On the “Net Likes” graph, you can see the number of new likes minus the number of unlikes on a day-to-day basis. Click and drag on the graph to hone in on a shorter date range. You can also use the “Benchmark” section on the right side to compare your average performance over time. The “Reach” tab shows the number of people your posts were served to, broken down by organic and paid traffic. Remember: The more likes, comments, and shares a post gets, the more it shows up in the News Feed. Likewise, the more people hide a post or mark it as spam, the less it will show up in the News Feed. “Page Views” helps you figure out how people got to your Page and where they go once they arrive. Look at the “Top Sources” graph to see what external referrers bring you the most traffic. Likely, it’s your website, blog, or a search engine.


FACEBOOK ANALYTICS POST DETAILS FACEBOOK REACTIONS MEASURING SOCIAL ROI POSTS Of all the tabs in Page Insights, “Posts” is likely the most useful. At the top, you’ll find a graph of when your fans are online. This can be incredibly useful as you build out your social media content calendar and schedule posts . While Page Insights is great for monthly reporting, there are times when you’re browsing your Page and want to see how one specific post is performing. If you click on the “people reached” number directly above the “Like” button, you can quickly see post details without flipping over to Page Insights. In February 2016, Facebook rolled out a new feature called “Reactions” to users worldwide. For years, users have been able to “like” content posted by both personal profiles and Pages. Now, users can show their love, anger, laughter, and more . Y ou can see the breakdown of reactions on an individual post by looking at the Post Details. With the amount of time you spend building and maintaining your Facebook, you want to know your efforts are worth it. That’s why measuring your social return on investment is so important. Before you try tracking your ROI, you need to set goals. Key performance indicators could include views, engagement, lead generation, or a combination.

How to advertise on Facebook:

How to advertise on Facebook When you begin advertising on Facebook, you might feel like there’s a lot of boxes to check off. Is your copy engaging enough? Are you targeting the right people? How much should I spend ? But with such a massive and diverse collection of users, Facebook offers a unique opportunity for marketers to drive awareness for their brands — an opportunity that could also drive more leads for your business than  any other paid channel.


HOW TO CREATE A FACEBOOK AD CAMPAIGN CAMPAIGNS AD SETS ADS A campaign houses all of your assets   Ad sets are groups of ads that target specific audiences. The individual ads you’ll post on Facebook, each with their own colors, copy, images, etc. The first step in the  Facebook advertising checklist  is to understand the terminology. In Facebook, all paid advertising can be broken down into three elements:


HOW TO TARGET AND OPTIMIZE AD SETS Once you select an objective for your campaign, Facebook will walk you through a few steps to define the audience, budget, and schedule for your ad set. If you’ve used Facebook’s advertising tools before, you can select a saved audience here. Otherwise, specify demographic information like location, age, gender, and language. You can then make your targeting more specific in the detailed targeting box. Choose one of Facebook’s pre-made categories, or type in the name of a specific business Page your audience may have liked.

Facebook Ad Formats:

Facebook Ad Formats In this section, you’ll select the format, media, text, and links to create one or multiple ads. First , Facebook will give you two ad format options: Once you decide how you want your ad to look, upload your creative assets and write a clickable ad headline. For each format, Facebook will provide some design recommendations, including image size, headline length, and more. In the past, if 20% or more of an ad’s image was text, Facebook would deny the ad. Facebook has since adopted a new system, but it still favors images with minimal text. Now, ads with higher amounts of text will receive less or no delivery at all. Finally , tweak your text and preview your ad for desktop or mobile viewing. Then, place your order.


Now that your ads have been released into the world, you’ll want to keep an eye on how they’re performing. To see the results, go back to the Facebook Ad Manager. If you have ads running, you’ll see an overview of all your campaigns. MEASURING FACEBOOK AD RESULTS


MERCURY Mercury is the closest planet to the Sun VENUS Venus has a beautiful name, but it’s terribly hot JUPITER It’s the biggest planet in our Solar System SATURN It’s composed mostly of hydrogen and helium ACTIONS   In the first step of creating a Facebook ad, you choose an objective for your campaign. Always consider your initial rationale when weighing the success of your campaign. COST PER ACTION Don’t just look at the number of actions that occurred. Look at how much each action cost and compare this between your different ads within the ad set. FREQUENCY Frequency is how often someone saw your ad. An ideal frequency should vary depending on the type of ad you ran . If any of your ads have a very high frequency but low performance, it may be time to retire the ad. There are a lot of metric s to consider when determining the success of y our ads, including reach, impressions, clicks , click - t hrough rate, and more. However, here a few to p ay particular attention to:


Your fans are giving you permission to reach them through Facebook . In a massive sea of 1.56 billion daily active users and 70 million businesses, you must stand out if you want to successfully market on Facebook. You have to be helpful. You have to be deliberate. Really, to master Facebook marketing, you have to be inbound. IT’S TIME TO PUT YOUR FACEBOOK MARKETING TO WORK!


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