A Step-by-Step guide to Facebook Marketing
noisey boys blog
October 2 2020 / Published by Ronan C
Since Facebook came on the scene in 2004, it literally paved the way for so many other social media platforms and basically gave them a template for success. Initially it was a medium for students of Harvard University to connect and make friends, but as we all know it became so much more than that.
The first ad was not put on Facebook until 2007, and since then, the whole marketing space on the platform has exploded, after being utilised by a huge number of businesses and individuals. As it has become apparent nowadays, every business needs a Facebook page. This is because if somebody needs information about your business, the first places that they will look to find their desired information will be the businesses website or Facebook page.
In this blog we are going to look at all of the various exploits of Facebook in a marketing sense and how to set up an efficient and successful business Facebook page to increase brand awareness and of course sell products/services.
With Facebook being the world’s largest social media and having approximately 1.56 billion users per day, there is no reason why your business can’t be prominent on Facebook, particularly because globally, the average user spends up to one hour per day on Facebook, this is a huge opportunity which a lot of businesses are not seizing effectively.
Along with organic content, Facebook gives you the opportunity to use paid ads, known as Facebook ads in order, to give your marketing on Facebook that extra push when it needs it.
Creating your Facebook business page
Instead of creating a Facebook profile which is for individuals, as a business you must instead create a page. Facebook pages are primarily intended for both businesses and various organisations.
The Facebook page allows individuals to engage with the business by “liking”, “commenting” and “sharing” the content that the business posts.
To get started with creating your Facebook business page visit the following page https://www.facebook.com/pages/create/, this is where you will quickly and easily be able to get started with social media marketing for your business.
Step 1. Basic Business Information
You must then enter the specific characteristics of your business; is the page you are creating for a:
Filling in these characteristics correctly is important for when users are trying to find your business and also for the marketing side of your Facebook page.
In this section you will also be for the business name, the categories that your business falls under (For example: Food & Drink, restaurant, etc.) This is very important so that your business can be identifiable in the sector it is in.
Once the page has been set up Facebook also offers you tips and information on how to optimise and make your page attractive, these tips can be very helpful and are worth the look.
After you have carried out these actions, you will then be prompted to add a profile picture and cover photo for your Facebook page, these steps can of course be skipped and done at a later stage.
Below, we are going to look at a fictional company called Sadie’s Shoes and we are going to run through the process of setting up and efficiently running a Facebook business page.
Step 2: Select and Add Photos
When first starting your Facebook page with the intention of doing Facebook marketing, the two most important photos must be your:
Your profile picture is the first thing that people see when they look at your Facebook page, even before they click into your profile, this photo is the primary visual point of contact for the prospective customers.
The recommended size for a Facebook profile picture is 180 x 180 pixels, another important factor is to try and make sure that your initial photo is in a circular format to avoid cropping/distorting the image.
The usual principles apply, make sure that your chosen photo is clear and of good quality, often this image will be the company logo, making your business recognisable to existing or new customers.
Upon entering your profile, the cover photo should be one of the most visually striking elements of the page, as it spans almost the full width of the top of the page (820 x 312 pixels).
Cover photos can be changed frequently to coincide with certain campaigns or sales that you are currently offering. The cover photo should depict a certain amount of what your business is about, but it should also be somewhat simplistic, as all social media users are wading through thousands of pieces of content a day, if not more.
Below we see the Sadie’s Shoes page with both the cover photo and profile picture completed, also notice how to edit these images by clicking the small camera at the right of each image.
Step 3: Page Description
Your business Facebook page now needs a description, just to give people the general idea of what you do and what you are about.
The description can only be a maximum of 255 characters, the ideology for this small amount of characters is that your statement should be short, snappy and give user an idea of what your business actually does, you can even show your brands personality through this small amount of text.
As well as your business page description, in the “About” section of your business you are also able to fill out other fine details, this is so that if someone was looking for your opening hours for example in Google, they would more than likely be taken to either your Facebook page or your website. Other information in the “About” section includes:
Step 4: Create a Username for Your Facebook Page
The main reason for creating a Facebook username is very simple, it then transfers into a vanity URL for your Facebook page. This custom URL allows your page to be found easily and helps people who visit your page remember the name. This is a very important factor in terms of the overall usability of your page, because if people can’t get there in the first place, then how are they going to have a positive experience.
Step 5: Page Shortcuts
As well as the customers usability of your Facebook page, your own usability is also vitally important so that you can quickly navigate through all the various options in order to get your desired outcome.
One of these is easily entering and exiting the business page, to do this, add the page as a shortcut (By looking at the vertical navigation bar at the left of news feed and selecting edit), this allows you to swiftly access your account.
Step 6: Page Roles
In large businesses, you may want multiple people to look after the social media, possibly members of your social media marketing team, so this is where Facebook’s page roles come in handy.
This allows you to allocate different individuals different levels of editing and usage power on the social account. In order to change and access page roles entering “Settings” and select “Page Roles”.
When allocating these roles, you have a number of different options:
Step 7: Notification Customisation
Through notification customisation you can tailor when you would like to receive your notifications, whether it’s as they happen or within a different time frame, this can be accounted for.
This can be done by entering “Settings” – “Notifications” then you will be able to make whatever changes you wish.
Step 8: Add a Call To Action (CTA) Button
When someone visits your businesses Facebook page, you should have an end goal to make the ideal interaction, such as for them to contact you or for them to make a booking. This usually involves the businesses website.
This is where a Call to Action (CTA) button comes in, usually situated in the top right of the Facebook page, there are numerous options for every business to decide what it says and to decide the action associated with it.
To use the CTA button as a business, click on the “+ Add a button” below your cover photo on your page, you will then be shown the various options available. When deciding what your CTA will do, it is important that you the business ask yourself, “What do I want the end result to be?”
Step 9: Organise Your Page Tabs
To customise your page even further to suit your business you can also add tailor-made tabs to help visitors find exactly what they are looking for on your page.
These tabs can range from reviews, offers, photos and events. You want to show customers your strengths, everything that your business does brilliantly, these should be at the top of the tabs.
In order to customise your tabs, go into “Settings” then select “Templates and Tabs”, this allows you to pick what you would like to appear on the tabs in your page and in what order.
Step 10: Verify your Page
From scrolling through Facebook, you have more than likely come across blue or grey ticks next to the names of certain business pages.
The blue ticks are for pages that Facebook has confirmed are for genuine public figure, media company or brand. These are usually for well known big brands such as Adidas, Nike and Louis Vuitton.
The grey tick means that Facebook has confirmed that this is an authentic page for a business or organisation, this is regularly associated with small businesses.
This tick isn’t compulsory, but it does a great deal for the customers decision making process, it adds that little bit of authority that could be the difference between a customer lost and a customer gained. It is also a good indicator for customers looking to buy off of your business’s website, it adds an element of trust.
In order to get your business page verified you must make sure that your page has a profile picture and cover photo. Then you go into “Settings” then “General”, you will then see a tab “Page Verification”, for this process you must enter your businesses phone number and confirm your language and country. You will then receive a call with a verification code in order to complete the process.
How to get more Facebook Page interaction
Likes are the overall currency of a Facebook business page; it shows that people approve and are interested in the content that you are posting. In most cases all of these likes do not always transfer into sales, but it is of course a start. If enough people are interested and engaged, then the sales will eventually come.
With Facebook and with various other social media you are competing with a huge amount of other businesses to be noticed by the customer, in this sense, like with your product/service you need to be different because as we know, being different means you stand out from the crowd. For the most part your business will be looking at increasing the organic reach of your posts, below is a video detailing a few ways that you can do this.
Should I buy Facebook likes
If you weren’t already aware, this is actually a real thing, a lot of people are hugely concerned with their page “looking” professional and engaging. By simply searching “Buy Facebook likes” there are numerous third-party companies offering Facebook likes, for a fee of course and depending on how many you want.
These likes are mainly generated through bots and other methods, they are of course not real people so they can’t properly interact with your page.
Having these fake accounts liking your content actually does more harm than good because most users know if your posts likes are totally disproportionate to the actually likes on your page then they will be able to see through it and as a result you will lose a lot of credibility.
So, all in all, buying Facebook likes or purchasing any kind of interaction on social media will come against your business in the long run.
How do you promote your page on Facebook?
The goal of your Facebook page is to have as much people view it as possible, in order to do so you must fill out the “About” section on your page, this is hugely important with regards to the searchability of your business details.
As mentioned before, it is highly likely that someone will look for the opening hours of your business or a business email, your Facebook page is a place where all of these pieces of information will be together. Leaving some of this information blank can lead to people questioning the credibility of your business.
Another very simple but effective factor would be for someone to be actively using and interacting with people through the Facebook constantly as well as posting content, this is because show on the page beside the messaging icon is a rough average of how often it takes your business to reply. Having “Very responsive to messages” is very important, it gives the customer the sense that you are enthusiastic about solving their problem or helping them.
Types of Facebook Posts
When it comes to do any kind of marketing or general posting on your Facebook page, you must be aware of the huge amount of options and different types of posts that are available to you.
Across all social media platforms there are certain types of content that work best with the algorithm that is in use, as a business you must be aware of that and use it to your advantage.
As said before it is important to be active and consistent when posting any form of content on Facebook.
How to Post on your Facebook Page
To begin post on your page, just click “Create Post” at the top of the page, here you have many options of what you would like to include in the post.
Included in these different options for posts are as follows:
Images make up the bulk of what Facebook has to offer in terms of content. For a business it is very important that all images are clear and of good quality. What most people overlook is the actual size of the image, especially in terms of a profile picture or cover photo.
The three types of photos in Facebook are:
These specific factors are important to know because if your image is out of proportion it can look very bad on the business.
Video is becoming a hugely important part of Facebook; this is mainly because video is often preferred to images due to it being far more engaging and interesting. Video is also a far more effective method of giving information as moving visuals can be used to spark attention of user.
A recent statistic regarding videos on Facebook said that the majority of people watch Facebook videos without sound, so that is a hugely important factor to consider when creating video content. Make sure that there is some form of subtitles in order to get your message across. This is mainly because people may be watching videos on their commute or on their lunch break where they wouldn’t want the sound to be heard.
Pre-recorded videos can be uploaded through the “Create Post” banner as mentioned earlier on your page.
Facebook live is a feature that has only come in within the last number of years, it allows you to record a live video and it is available for all of the followers of your page to watch in real time. This feature can be used by all Facebook users but it is particularly useful for businesses, whether it be for to show people a face behind the business or to show a particular event, whether it be a charity event or business event.
In order to go live you navigate below the “Create Post” option to find “Live”, upon clicking on this option you will first be asked to give Facebook access to your microphone and camera on your phone, so that people can see and hear you. Before the video starts you are asked which account you would like to broadcast from (Personal profile or page), once you answer this you live video will begin. You must also title your live video in order to encourage people to watch. When people are watching the live video, they can comment and ask questions for you to answer in real time. Once you want to finish up, click “Finish” and the video will be saved to you page for people to view later like any other video post, helping people catch up on what they missed..
Pinning a Facebook post
If you have a particular post that you would like your customers to see first when they come onto your page, then why not pin it to the top of your page. This makes the post catch their attention. This could be anything from an upcoming event to special offer that you are currently running.
In order to pin a post,
This will allow this post to appear before all of your other content and interest visitors to your page.
Creating a Facebook Marketing Strategy
A marketing strategy is hugely important for any business that wants to do any form of marketing either digitally or in a traditional manner. For both the steps are quite similar:
For more information and more detail on all of these individual steps, take a look at our last blog post, 7 Steps to a Killer Marketing Strategy.
Using Facebook Analytics
If you have had you page live for a certain amount of time and have been regularly posting content, then now is the time to utilise a very helpful tool called, Facebook analytics. This tool looks at your page from a numerical point of view in order to measure performance. Some of the methods of measurement are as follows:
To access insights, go to the menu on the left side of the page and select insights, this should take you to a summary of all the actions on your page, here you can view all of the individual for different times of the year to see the bigger picture.
There is then a menu on the side where you can view each of these stats in more fine detail.
As mentioned before likes are probably the most visible indication of engagement of a business’s Facebook page, this is because for any individual post, anyone can view how many likes it has gotten.
In the likes part of insights, you can differentiate between paid likes and organic likes which is very important for any business that conducts online advertising on Facebook. You are also able to set benchmark performance goals, so that you can compare them over time.
Reach refers to the total number of people that saw your piece of content in a certain period of time, this is also categorised into paid and organic reach. The amount of reach that your posts get can be increased by the number of likes, comments and shares on those posts.
Page views are another important statistic that you must monitor, yes people are getting to your page but are the majority interacting with the content? If they aren’t then you must take a look at your Facebook content strategy in order to rectify this.
You can also look at “Top Sources” to show most popular ways that users are actually getting to your page.
Facebook posts aren’t confined to just likes as a method of reaction now, under every post users can click and hold the like button to get extra options, as displayed below. This allows users to express their feelings more vividly about a post and it also allows your business to gauge reactions to posts a lot better.
This helps businesses know what their visitors to their page like and what they don’t like, so they can please them even more with their content.
Once you have mastered all of these previous elements, it’s time to take a look at some paid advertising within Facebook, through Facebook ads. Facebook has become one of the heavyweights of the digital advertising game along with Google, as many businesses invest large amount of money into advertising on the platform each year.
Creating a Facebook Ad Campaign
For managing your ads, Facebook offers two options, Ads Manager and Power Editor. Ads Manager is the more widely used tool, but Power Editor would suit a larger business who is trying to refine their marketing activities and pay attention to their campaigns.
Before creating the campaign, you must first figure out what you want to happen as a result of it. Included below are the various options for campaign goals:
Optimising your Ads
If you have already put together your marketing strategy, then you should already know your target audience. To optimise your ad further you must take a closer look at your target audience.
This can easily be done through Facebook ads to make sure that your ad appears for just the right person. You can choose one of Facebook’s per-made targeting strategies or you create and customise your own based on your goals.
As well as age and location you can also target users by their interest and hobbies, this can be very helpful in targeting your audience.
What do you want to spend?
You must have a good idea of your daily budget when it comes to Facebook ads, you must have a daily budget and a lifetime budget.
With a daily budget this is just an average for that particular ad, you could spend slightly over or slightly under it over the span of that ad.
With the lifetime budget this is how much you would like to spend over the lifetime of the ad, once again this is just an average and Facebook will spread this amount evenly over the ads life.
Measuring Facebook Ad Results
This is a very important process because you need to see if the money you are spending on this paid advertising is worthwhile.
From your ads you must pay particular attention to a number of factors:
Once you have evaluated all of these factors, you will be equipped to run successful Facebook ads.