This tutorial is designed to make the audience understand how Facebook can be used as a digital marketing tool. It also explains how Facebook provides insight into its users’ interests, likes, dislikes, personal life and buying behavior. In addition, it also provides a large database of information that can be tapped into by your business or organization to generate high quality leads, sales enquiries and traffic to your website.
This tutorial is for those who wish to make or strengthen their stand in the market through Facebook as one of the social media platforms. The audience of this tutorial is expected to have a basic understanding of digital marketing and good communication skills.
We assume that you have the creative skills required to help you stand out in the field of digital marketing.
Utilizing Facebook for your digital marketing strategy is without doubt one of the best ways to connect and grow a social following online. Being one of the largest social media platforms, it provides insight into its users’ interests, likes, dislikes, personal life and buying behavior. This large database of information can be tapped into by your business or organization to generate high quality leads, sales enquiries and traffic to your website.
Types of Facebook Pages
Facebook pages assist businesses, brands and organizations in sharing information and reaching out to people. Users like the pages that they are interested in. With this, they can stay in touch and get updates about different activities. There are a number of different pages you can create depending on what sort of organization you are starting.
Following is a list of the types of Facebook pages that you can create −
- Local business or place
- Company, organization or institution
- Brand or product
- Artist, band or public figure
- Cause or community
How can posts be effective to grow your business
Facebook is a fantastic way to reach out to your audience on different levels. By posting information, photos, videos and stories, the content you share can −
- Personalize your brand
- Drive users to your blog
- Generate more traffic directly to your website
- Educate and create awareness about your industry
- Promote the culture of your organization
Facebook marketing is completely scalable as you create campaigns that are realistic and relevant to your brand. All of this is completely measurable by utilizing Facebook analytics, giving you the ability to test, evaluate and adjust the strategy that you are currently implementing.
We will discuss, in this chapter, how to choose the most optimized page that will suit your venture.
Choosing which page suits your venture
The first step to ‘create a page’ on Facebook requires you to select the page category. While all of the pages have the same look and feel, they have different information and features that you can highlight and promote.
Once you have decided what type of page you would like to create, you need to add in the basic details and sub-categories to get the page up and running. For each page type, different information is required.
The following is a snapshot of what information you put in to begin the creation wizard. You can change the page whenever and as many times as you would like after the setup. The only thing to keep note of is that if you change from a business or local place you will lose your reviews, maps and check-ins.
The image above is what the information fields look like when you click on one of the categories in ‘create a page’.
Adding page details
The Facebook wizard will guide you through the process quite easily when you are creating your page. If you have decided that your page is a Local Business or Place, you can add tags that help improve the ranking of your page (which will increase visibility when people are searching interests related to your business).
You can also add a detailed description, website link and a custom Facebook web URL. You will also be required to confirm that you are the authorized representative to create a Facebook page for the business. Once you have finished this step, you will then be asked to add a profile picture, add the page to your favorites and have the option to claim any duplicate pages relating to your business.
The last step to getting your business or place page set up is to choose your preferred page audience. This will let Facebook know what demographics should see your page. The setting up of Facebook pages for other categories are fairly similar.
Once you have completed the Setup Wizard, you will be directed to your new page. It will look empty except for the information you put in during the setup.
After completing the initial setup, you will be redirected to your new Facebook page. Apart from the information you provided in the setup process, it will look rather empty. In this chapter, we will show you how to navigate through different areas of the page so that you are comfortable with modifying and utilizing the functionalities
In the ‘About’ tab, you can ensure that all your business details have been entered correctly. The areas you can update/modify include −
- Contact details
- Website URL
- Operating Hours
- Price Range
You can also include a brief description about your business.
Adding a display picture and a cover photo
To add a display picture and a cover photo, you will need to click on the camera icon located within the designated areas (see picture below). In general, the display picture should represent your business with either a logo or icon that people will familiarize with your brand. The cover photo is a great way to show off what makes your brand shine by giving your users a graphical image that promotes your service. Depending on the culture and values of your organization this can be professional, creative, informative or a mix, there are no set rules, it will depend on how you want to market yourself.
Display picture size − 180px x 180px
Cover photo size − 851px x 315px
Create a ‘call-to-action’ button
Creating a call-to-action button on your page enables your audience to straight away be taken to a desired location. This is a great way to start generating leads, get traffic, bookings, subscriptions and much more. You will be able to choose what type of button you would like to have displayed and where it will take someone if they click on it. You can create call-to-action buttons for desktop, iPhone and Android.
The image above is to create call-to-action button.
The image above shows the different types of buttons you can have displayed on your page.
The settings tab gives you the access to monitor and perform adjustments on your page. In the general page, you can choose whether your page is public or private. In the initial phase of setting up your page, you may wish to change the status of the page to private until you are ready for people to start finding/seeing what you are up too. Here you can also set who can post on your wall, you can choose to either just let the admin post or let your fans and people who find your page, post and comment on your wall. You can also set who can tag photos, message you privately, restrict age to see the page and which countries it will be available for. You can also merge duplicate pages you have or delete the page entirely.
Other notable areas in the settings are −
Page roles − Choose to add new people in to your page as either an admin, editor, moderator, adviser or analyst.
Messaging − Show your average response time in getting back to private messages. You can also let people know that you will be either just as or less responsive outside of business hours.
Preferred page audience − Change who finds your page by optimizing the age criteria, location, gender and users’ interests.
There is a lot of flexibility when it comes to choosing the types of ads you want to produce for your Facebook page. This will depend on what you are offering for the campaign and the type of audience you want to promote. Over the last couple of years, Facebook has spent a great deal of time and effort to adjust the types of ads it offers to really be tailored to suit the needs of business owners and users.
The first question you want to ask yourself is what is the objective of the advertisement that you are going to post. Different types of ads serve the following purpose −
- Generate traffic to your website.
- Boost likes and engagement for your page.
- Install and promote your mobile and desktop applications.
- Direct people to your business, ecommerce platform or event.
Get traffic to your website
Following are some of the ways to generate traffic to your website.
Send people to your website
This option is utilized to set the destination when someone clicks on the advert to a custom URL of your choice. This ad simply displays a title, short description, and the URL of the link you wish to display.
This option is best if you want to direct someone to your homepage, online store, contact page or any other page on your website that you want people to see.
Increase conversion on your website
If you choose to implement and increase conversion on your website campaign you will be given a short code. This code is added to the page that you wish to track conversion on.
For example, if you want to track how many people subscribe to a newsletter on your page, you should add this to your newsletter confirmation page. You can then optimize the ad to reach out to people in your audience that you would like to convert.
Boost likes and engagement for your page
Boosting your post will create an ad from a post that you have already created on your page. This is best used when you want to get a wider audience to see what you have posted. The goal for a post boost is to increase the number of people viewing, liking, commenting and sharing the content that you have published.
Promote your page
Promoting your page gives you the ability to custom set and optimize a campaign to reach out to people in your target market. The primary goal of this is, getting users to like and follow your page. When you have a user liking your page your posts may appear in their news feed organically. This option is best used when you want to grow your support base.
Get installs for your app
This option creates an ad specifically for mobile and tablets. The ad contains a link that sends the user directly to the app store where they can install your app. This is great when you want to convert Facebook users to mobile app users. These ads can be optimized for the type of operating systems you want to target (For example, iOS/Android) and whether you want to target mobile or tablet.
Increase engagement in your app
This option sends users that click on your ad directly to specific areas of the app that you want people to go to. This can be integrated into the app with the Facebook SDK to measure how successful the campaign is going to be.
Raise attendance at your event
You can direct people to your business by creating localized ads. For this, you need to set a custom radius and target people in locations where you operate. This option is great for brick and mortar businesses to increase their in-store sales and local foot traffic.
Get people to claim your offer
If you want to create an advert with a couple or discount/deal code, then the best option is the “Get people to claim your offer campaign”. This ad can be optimized to choose the audience that sees your ad. You can also set a limit on how many people can claim the offer.
Reach people near your business
Reach people near your business by creating localized ads targeting people around where you operate by setting a custom radius. This option is great for brick and mortar businesses to increase their in-store sales and local foot traffic.
Facebook Marketing – Ad Management
To create a new advert when you are on your Facebook page, click on the dropdown arrow next to the notification toggle and go down to “Create ads”. This will open up the ads manager toolkit.
The first step will be to choose the objective that you would like the ad to perform. If you want to use a campaign that you have completed previously, you can click “use existing campaign”, which is located above the campaign objectives on the top right side of the screen. This will give you an opportunity to choose from the list of your previous campaigns. You can edit/modify them to be reused again to serve your next campaigns purpose.
Once you have chosen the objective for your campaign, you can then begin to build the campaigns purpose. This is broken down differently depending on the type of campaign created, but each campaign will give the option to set the −
- Name of Ad
- Target demographic
- Users interests
- Costing of advertisement
Facebook Marketing – Page Promotion
Let us now discuss in detail about creating a Facebook Social Media Marketing (SMM). When looking to promote your page, you need to clearly define a strategy on what you are looking to achieve. This can be done by −
- Clearly defining your goals and objectives.
- If you already have a Facebook page — Conducting an audit to find out what is working and what is failing.
- Conducting research and competitor analysis.
- Creating a content plan.
The two best ways to promote your page are to either promote the page itself or boost your posts.
Boost your posts
- Create the post that you would like to promote. Once you are happy with the post and it has been published, click the ‘boost post’ button. You can schedule posts for a future publish time and still organize a paid boost campaign for when the post becomes active.
- Choose an audience that you have already created or select ‘create new audience’. If you choose to create a new audience, the following pop-up will be displayed. Here you can define who the post will be targeted at.
- Choose budget and reach. You can optimize the boost to how much you want to spend and how long you would like it to run. Playing with these options will alter the reach of how many people will be estimated to see the post.
Promote your page
To promote your page, you will need to open up your Facebook Ads Manager Toolkit. In the toolkit, select the ‘Promote your Page’ option and the page you would like to promote. Then, click ‘Set Audience and Budget’.
This will open up an area where you can define the audience you would like to reach. This can be optimized by location, age, gender, language, interests as well as people and groups that you want to exclude.
The following is a stepwise procedure that we need to walk through to promote a page.
- Target a specific location.
- Set the age between 28-40 as we want to target the young, and the active business owners on social media.
- As the posts will all be in English, we have set English as the primary language of people. This sees to the promotion of page among native English speakers too.
- As the page is called “Local Business and Place”, we need to match the interests of small business owners and people interested in small business.
- We have also excluded the page boost to be shown to anyone that already likes the page, as we need not direct the campaign budget on people who have already joined.
This defines your audience and limits your potential reach with the goal of getting a higher conversion of people liking the page.
The image above illustrates all that is mentioned in the steps above.
Facebook Marketing – Personal Branding
The actions that you do in a public domain, shapes the way in which people perceive you. No matter how much we try to ignore the fact, people do judge others around on what they see. They may judge you based on your actions. This has become more apparent with the actions that you perform on the social media platform. The posts that you share, the photos that you upload and the content that you share does affect your personal branding. It is always important to create a strategy that is aligned with the way you want to be represented.
To define yourself, you need to figure out how you want to be represented online. This should be consistent across all the platforms with all your social media profiles. The most important part of defining yourself is being genuine. A great way to do this is to think about who you are and create a list of your interests and the best qualities that define who you are. This way you are planning ahead and ensure that your actions will be consistent with how you will be perceived.
Think about a branding strategy
As funny as that sounds for a personal profile page, you are a brand. When someone comes on to your profile page they will be walking through the content, posts, pictures and videos posted on your page. You should analyze how you are being perceived and what your current brand stands for. You can look at your previous posts, games you are affiliated with and pages you have liked. See if these are truly aligned with your strategy. Removing things that are not necessary and seeing which content you are interested in, will assist in changing your profile’s brand.
Set your privacy settings
Setting your privacy filters is very important as it ensures that you have set controls on who gets to see the information that is there on your profile. Depending on what you want different people to see, you can choose who has limited access and who has complete access to your profile. You can choose for people you are not friends with to only see very limited information. For example, you can choose to show only some basic information and work history to people who don’t know you (unclear, please rephrase).
Create your vanity URL
Your Facebook vanity URL is the domain link you can share with people to find your profile. For example, if your name is John Doe, you can set your vanity URL to www.facebook.com/johndoe.
Fill in all professional details
Facebook gives you the opportunity to create your professional details and work history. Rather than just putting the position in, you can put the dates you worked there and information about what you did in the role. When someone visits your profile to see who you are, this area is a great way to showcase your work history and as such, promote your personal brand.
Network and increase your friendship base
You can network and increase your friend base by engaging in conversations and posts made by people in your current network as well as posts on pages that you like. By getting involved in a meaningful way, you can create dialog with new people and add to your current list of friends with people you are connecting with on issues that interest you/that you choose to discuss.
Create posts/share content
By doing this, you are making the people in your current network aware of the things that interest you. This could be an opinion, current situations going on in your life, photos of places you have been, information of an event you are attending and much more. This could also be sharing an article or video that you found interesting. Just remember, everything you post and share can affect your personal brand, for the good or the bad!
Facebook Marketing – Identify Targets
Identifying your target audience is important as it helps you narrow down on the people who see your posts to the ones that care the most. When you are using the ad creator, Facebook assists you in breaking down the target audience based on location as well as demographics like age, interests, and gender. You will also be able to target your ad based on what people do on the Internet outside of Facebook.
You get full control over the audience you want to reach. Depending on your business needs and the strategy you are currently implementing, you can choose from either one or a combination of the targeting options.
Choosing the right audience
When looking to identify your target, you will need to choose the right audience you want to reach. Before working out the right target market, ask yourself the following important questions −
- What device do I want to reach my customers on? Desktop, mobile, tablet or a combination?
- How many campaigns will I be setting up? Will there be relevant messages that I want to target to specific groups of people?
- How will I get the most value from my advert?
Targeting options to choose from
We can choose from the following options when finding an audience −
- Location, age, gender and language
- Connections (People who are already connected to any of your pages)
Identifying your target market is very important, as the better you have this defined, the more successful a campaign will be. This can make your Facebook marketing much more cost-effective. If you do not choose any target market, your cost per user acquisition would be much higher. For example, with no defined target audience, if 100 people see a boosted post maybe only 10 would be interested. If you targeted the post specifically for those 10 people, it would save you the cost of the 90 other people that would have no interest in seeing the post in the first place.
We hope you understanding How to go with Facebook Marketing