It seems as though everyone and their mother has their own Facebook page these days. But with so many options available to both businesses and individuals, it can be difficult to determine which marketing strategies are right for you and which ones are right out of the question. In order to help you decide, we’ve put together this guide to Facebook marketing that covers everything from how to get started to what tools are available to how to measure your success! No more Facebook-ing in the dark!
Introduction
Facebook marketing is becoming more and more important as it continues to grow. In 2014 alone, Facebook had over 1.19 billion active users worldwide, with around half of them using it daily. That’s a staggering number of potential customers—but it also means there are a lot of businesses vying for their attention (just look at all those new Facebook pages you see popping up every day). If you’re looking to market your business on Facebook, here’s everything you need to know about getting started.
Why Market on Facebook?
Facebook boasts a whopping two billion users worldwide. With so many people using Facebook, it’s likely that a sizable chunk of your audience uses it—and more than likely, they use it quite frequently. Studies suggest that almost half of all US users check Facebook on any given day. That’s far higher than most other platforms, including Twitter (17%) and Instagram (27%). Even if your target demographic doesn’t use Facebook, those numbers don’t lie: there are still billions of potential customers on Facebook. If you aren’t marketing there yet, you should start—quickly. Learn how to market effectively with Facebook in just a few simple steps.
The Anatomy of a Post
Before we begin, let’s talk about what a typical Facebook post looks like. A post consists of two important pieces: 1) Text, which is comprised of one or more sub-posts – think paragraphs, sentences, or billeted lists – and 2) Images. The process goes like so: Write your text. Choose images to go with it. Place images on your post. Hit publish and watch as people's friends help you spread your message!
How to Create an Effective Image
Social media is a visual medium, so it’s important to create an image that portrays your brand in a professional and visually appealing way. Think about your target demographic and what kind of profile picture would resonate with them. After all, you want people to follow you or visit your page—not just click away because they don’t like how you look. Having too many tags can also deter new visitors from clicking on your content, so be sure to include only the most relevant ones (i.e., locations that are relevant to your business).
How to Use Power Editor
We’ve had several questions recently on how to use Facebook’s Power Editor and so I thought we’d dedicate a week to it. First, if you haven’t heard of Power Editor, it’s a relatively new tool that helps you manage your Facebook ads more effectively. Whether you’re an agency or work with Facebook advertising regularly, it can help streamline your workflow. To access Power Editor, simply log into your ad account and head over to Bulk Uploads > Create Adverts > Create Advert In Bulk. You should see a screen like the one below.
How to Boost Engagement
If you have been a Facebook user for more than a year, you probably noticed that your news feed is filled with stories of people doing amazing things—running marathons or climbing Mount Everest—and wonder how those individuals became so popular. Well, Facebook has an algorithm in place that determines what stories get prime real estate and which ones don’t. It’s not just about posting compelling photos and videos either; if your content doesn’t come from someone personally connected to you, it likely won’t be seen by anyone but your followers. Fortunately, though, there are ways to increase engagement through some basic tweaks to your Facebook marketing strategy. Here are three suggestions: Keep it short and sweet. Your status updates should never exceed 100 characters.
Tips and Tricks for Promoting Your Posts on Facebook
When it comes to promoting your posts on Facebook, you have a lot of options. You can pay Facebook to promote your post, but that's both time-consuming and expensive. When you only have a few dollars per day to spend on promoting posts, it makes more sense to use that money on ads and boosting posts. Here are some tips on making Facebook work for you.
What is Ad Retargeting?
Facebook has a great ad tool that allows you to create retargeting ads that reach potential customers who have already visited your website. It’s called Ad Re-targeting, and it works by creating a custom audience on Facebook based on people who have previously visited your site. So, when those visitors come back to Facebook, they’ll see your ad and click through to visit your site again. This allows you to target a much narrower group of people (those who are already interested in what you have to offer) than you could reach if you were advertising to an audience of your website's entire user base. Also, since re-targeted users are coming back specifically because they were interested in something before, they tend to buy more than new visitors do!
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