Cheat Sheet

Facebook Marketing All-in-One For Dummies

From Facebook Marketing All-in-One For Dummies, 3rd Edition by Andrea Vahl, John Haydon, Jan Zimmerman

If you're not marketing your business, product, or service on Facebook, you have some catching up to do. With almost a billion active users, Facebook presents a unique opportunity to connect with and educate your audience in a way that your website and blog can't come close to matching. Facebook is changing the game, so jump on board!

How to Choose the Right Facebook Page Type

To create the biggest buzz around your product, service, or business, you need to be aware of the pros and cons of Facebook's Page options. Here's a look at your six main options:

  • Local Business or Place

  • Company Organization or Institution

  • Brand or Product

  • Artist Band or Public Figure

  • Entertainment

  • Cause or Community

The following questions will help you decide which type of Page is best for your business:

  • Is your business a "bricks and mortar" store? When you click the Local Business or Place option, you see a drop-down menu with several category choices. You can choose one of these categories to create a Page, or if none of the categories fits your business, you can choose Local Business and go from there.

    The Info page for this type of business page is very detailed, with editing fields for hours of operation, parking options, and price ranges. As soon as you click Create Page, you also have the Facebook Places format merged in. This format means that people can check in when they visit your store in real life, and those check-in numbers will be listed on your Page next to your like numbers.

  • Do you have online products to sell? Choosing Brand or Product will give you the best Info tab for your type of business.

  • Are you running for president? Even though the public may find you entertaining, you're considered to be a Public Figure, and if you choose Politician as the subcategory, you have info fields for your political affiliation and views.

  • Is your Page only about your book or your CD? You may be tempted to choose the Artist Page type, but if your Page is only about your artistic project, choose Entertainment instead. If you then choose the Book category, you have an info tab with fields for International Standard Book Number and other details.

  • Do you operate a nonprofit organization? You may be tempted to click the Cause or Community Page type, but take your time to browse through all the options first to ensure the category best fits your business.

  • Think you made a mistake? No worries. You can change your Page type and category even after you've created the Page. Just navigate to your new Page, click the Edit Page button in your Admin panel, click Update Info, and click the navigation link titled Basic Information. Then use the drop-down menus to redefine the Page.

Facebook Pages are connected to your personal profile, but your profile isn't displayed on your Page unless you feature it.

8 Tips for Boosting Visibility in the Facebook News Feed

Getting seen in the News Feed is more challenging for Facebook Pages these days, but you can increase your visibility by following these tips:

  • Post regularly. Posting at least once a day will increase your chances of being seen by your community. Posting 2-5 times is ideal but if that seems overwhelming, start by posting at least once a day.

  • Comment on other Pages as your Page. You can easily increase your exposure by choosing other Pages in your niche or with a similar audience to yours (for example, if you are a local business, comment on other local business Pages) and then commenting on their posts at your Page. The other audience will see your Page in the comments and possibly connect with yours.

  • Use images. An image takes up more space in the News Feed and an interesting image can spark more Likes, comments, and shares. When more people are engaging with your content, more people have a chance to see your content.

  • Use Boost Posts or Promoted Posts. Facebook is becoming a little more of a pay-to-play site where you will occasionally have to spend money to have your content seen. Plan on a little ad spending each month to push your posts into the News Feed of your community. Realize the difference between a Boost Post and a Promoted Post:

    • A Boost Post is created right from your Timeline and can target either your fans and their friends or an audience that you choose with up to 10 targeted keywords.

    • A Promoted Post is created from the Ads Manager and has more targeting options such as targeting only your fans, or an audience you choose with more targeted keywords.

  • Use hashtags. By adding hashtags (keywords with the # symbol attached such as #marketing) to your post, you have the potential to be seen by more people who are searching on that hashtag within Facebook.

  • Reply to the people who comment on your posts. When you reply to someone who has commented on your post, the post has a chance for added visibility because there is new activity on that post. You don't have to reply to every single comment but it's nice to acknowledge comments with a reply or a Like as much as possible.

  • Tag other Pages. When you tag another Page (by using the @ symbol and typing the other Page name) in a post, your visibility can increase with that Page's audience. Facebook sometimes shows tagged posts to that Page's fans in the News Feed. At the very least, you can increase your visibility with that Page so that your fans know you're talking about them. Remember to say something nice!

  • Use Facebook contests or sweepstakes. A contest or sweepstakes is a fun way to get extra engagement on your Page because people like to win. They may even be sharing your contest with their friends, which increases your visibility.

12 Ways to Build a Successful Facebook Ad Campaign

Understanding how to use Facebook ads will ensure that you create a successful ad campaign. The following will help you prepare a solid Facebook ad campaign:

  • Determine whether Facebook advertising is right for your business. Facebook ads allow you to reach out to people who may not have other means of discovering your expertise, product, or service. In essence, you're paying for highly targeted people to like you and (you hope!) buy something from you.

  • Know how to boost your visibility. Facebook ads are now essential to getting your content seen more often. Find out what type of ad works best and how often to run these ads.

  • Get clear on Facebook's ad structure. You opt for cost per click (CPC) — a model in which advertisers pay their host only when their ads are clicked — or you pay based on how many thousands of people see your ad (impressions, or CPM). You can also choose to have Facebook do the work for you and optimize your bid to get the best results.

  • Understand the Facebook ads auction-based system. You bid on how much you're willing to pay for each action. By action, we mean each time someone clicks your ad or each time Facebook places your ad in front of 1,000 people.

  • Determine your Facebook ad type. You can create a Facebook ad for your Facebook Page, for a Facebook Event, for an external website, Promoted posts, and much more.

  • Consider the Power Editor. The Power Editor is a valuable tool that can help you create ads with more advanced bidding, targeting, and options. Find out how to use the Power Editor and when to stick with the Ads Manager.

  • Gain valuable connections. Advertising your Facebook Page is one of the best things you can do with Facebook ads. You know that the people who click your ad are in your target market and enjoy Facebook. Connecting with new people on your Page allows them to get to know you and your company.

  • Identify your goals. Before you start spending money, have a goal in mind. What does a successful ad campaign look like? Attracting 50 more fans? Selling 25 more widgets? Having 10 people sign up for your newsletter? Specify your goal, and ascertain a way to track your progress.

  • Determine your baseline. Collect some baseline data on how your Facebook Page is performing. How many fans do you get per week through your current efforts? How many website hits from Facebook do you currently receive? Use this info to assess whether paying for an ad campaign is cost-effective.

  • Allocate a budget. Allocate a budget and time for the initial testing, as well as the longer-term Facebook ad. You don't want to spend money on an ad that isn't converting well. Your initial testing budget should be at most one tenth of your entire ad budget. Run each variation of your ad for a short time to see whether one version significantly outperforms another version.

  • Make your initial ad decisions. Map out your strategy before you start. Decide how long to run your ad, how much you want to spend, and how often you want to change things.

  • Rotate your ad. Plan on rotating your ad every couple of days to keep it fresh, especially if you're advertising to a small demographic. This type of campaign isn't a "set it and forget it" campaign. With luck, when you finish your testing, you'll have zeroed in on a couple of ads that perform well.

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