Facebook for Business Promotion.

Image - Facebook for Business Promotion.
Image – Facebook for Business Promotion.

Run a business page for your brand and enhance visibility. Get users to engage with your content to get results. SMBs and politicians can establish their brands on social media following best practices. Optimize your Facebook page and settings to get conversions with strategies. Integrate features such as Messenger, Events, and Facebook live. These features in Facebook for business promotion reach out to your communities. Create different types of posts and events and get likes and follows. Grow your audience through groups and automate using an autoresponder service. Develop a Facebook sales funnel and generate revenues by using boosts and Ads. Use data to continuously improve upon the performance of your Facebook page. The Facebook Business Manager manages your pages, Ad accounts, catalogs and pixels in one place. Achieve your business goals by getting new customers.

Facebook for Business Promotion: Post & Pages

1 - Facebook for Business Promotion: Create a Page
1 – Facebook for Business Promotion: Create a Page

Click on Create fig 1. From the drop-down menu > [Page ~ Ad ~ Group ~ Event ~ Marketplace Listing] click on ‘Page’. Next, you get the option of Business | brand OR Community | public figure. Click on Get Started for the Business | brand. Enter Page name and Category and click Continue. Upload profile and cover images for your Page.

2 - Profile & Cover Image
2 – Profile & Cover Image

Keep the size for a profile image at 360*360 pixels and cover image 820*312 pixels for desktop and 640*360 pixels for mobile.

To know how your Facebook Business Page operates, click through the prompts to know more about it. Add a short description (max 155 characters) about your business and save your page.
Next click on create a user name. Your vanity URL (username) should be up to 50 characters long. A pop-up box shows links visitors can use to connect with you on Facebook and Messenger. Next, click O.K and continue filling your page details. Add a CTA button such as Messaging or a SignUp or a Get Directions or Learn More button fig 1 & 4. Customize your page further and add templates and tabs by going to settings. Add a team to your page and define the roles – Admin, Editor, Moderator, Advertiser, Analyst, etc.

3 - About Section
3 – About Section

About Section

Complete the About section by filling in the details. Tell people a story about your business with relevant images. In this place give a long description of your Company sighting reasons why people should like or review your business. Include members who can assist them with the page. Provide details about online service timings and the time they will take to respond through facebook messenger. Add or edit business details, like start date, contact information, and other social accounts. Depending on the type of business, provide information such as products, price range, or a menu. Editing options for the page can be reached by clicking the more icon ‘…’ fig 3 at the top right next to the Like | Follow | Share tabs. From the drop-down select ‘Edit Page info’ and from here add details such as a location for the business with open hours, availability of parking, etc

4 - Facebook for Business Promotion: Boost Post
4 – Facebook for Business Promotion: Boost Post

Facebook for Business Promotion: Posts

Publish your first post. The Post should have engaging content consisting of text, photo, video, link, CTA, etc which people like to see and share. Click on ‘…’ and in the dropdown select pin to the top of the page. A pin icon fig 4 will appear next to ‘…’ indicating that the post has been pinned at the top of your page.

Canvas

Create interactive Canvas ads through the Power Editor or Canvas posts in the Page Manager. To locate it in your Page Manager go to Publishing Tools and scroll down to select Instant experience (Canvas). Use Canvas as a post to your page instead of just limiting it to as an advertising unit. Publish a Canvas as a post with interactive content and view the data in analytics.

5 – Facebook Live

Go Live after you have set up your Page. Start working on how to get fans to your Facebook page by inviting your friends and coworkers. To ‘Go Live’ on Facebook from your desktop go to your page. Click the camera icon. Add a description and say what the video is all about. Allow Facebook to access your camera and click the ‘Go Live’ blue button. 

Facebook Live Videos helps you to organize webinars and online events for members of your group. It can reach and target your audience and boost engagement.

6 - Choose the Page
6 – Choose the Page

Facebook for Business Promotion: Page

Promote your Facebook post on your website. Messages sent to your page can be seen in the inbox. Experiment with the different types of post – Text, Links, Videos, Photos, etc. Hold a contest and let your fans interact with your page by likes.

The Boost button on your Facebook page expands your reach. Organic reach continues to be low but the ad algorithms consider it as a “lightweight advertising tool.”. It is wise to use the Facebook Ads Manager to boost your Ads by integrating the advanced features that target specific audiences.
More robust targeting, placement, and bidding options are made possible. Multiple version of these boosted post for split testing can then reach different audiences.

Use a Social Media Tool with built-in Analytics that shows you what has worked and what has not worked.

6 – Page Insights

Page Insights

The Page Insights menu is located in the top bar of your Facebook page. It provides you with stats such as Page Views, Post Reach, Post engagements, etc. By going to Posts from Insights you will be able to see data for – When your fans are online? Look at Post types and Top Posts from Pages. Scrolling down the page you will find details of All your Posts which you can Boost. Get verified on facebook with a grey or a blue badge.

Facebook for Business Promotion: Ads

Use Facebook Ads to create Ad Campaigns for promotion of products or services.

Facebook Ads Manager
7 – Facebook Ads Manager

Buying Facebook Ads

Click on ‘Create an Ad’
Enter your website where the Ad should point. Next type a title (25 characters) and the body text (125 characters). From the browse button, select a logo or image from your computer to be displayed in the Ad. Click ‘Continue’.
Select your target audience. Fill details about your Audience > location, gender, age, education, workplace, keywords, languages, and sexual orientation. If no details are provided, the Ads will be served to all users. Click “Continue’.
Select the billing currency. Billings can be per impression or per click. Give a name for your Campaign and choose a maximum daily budget and click ‘Create’.
Type the CC payment details and click “Place Order”

Ad Formats

9 - Ad Formats
9 – Ad Formats

Based on different objectives fig 9 use single image ad, collection, carousel, slideshow or Instant Experience to advertise with multiple images and video.

10 - Choose your Objectives
10 – Choose your Objectives

Campaign Setup – Objective

Select Objective – ‘Engagement’ from the various options fig 10.

11 - Campaign Name
11 – Campaign Name

A Campaign consists of one or more Ad sets and Ads. Name your campaign and pick one objective for each. Toggle A/B split test button and compare two versions of the same Ad fig 11 to see which performs better. Use it to test conversion goals such as landing page design, headlines, CTA button, fonts, color, sign-ups, etc.

12 - Audience
12 – Audience

Choose your Audience

Custom audiences place your Facebook ads in front of a specific audience. The three types are one from your our own mail list, second the visitors on your website (Facebook pixel) and third the visitors taking action in your app. They can be further narrowed down using parameters such as interests, behaviors, location, job, income, etc.

Lookalike audiences build a target audience of people outside your customer base that matches your ideal customer profile. The three types are custom audiences you already created, users who have visited your website (Facebook pixel), and users who liked your page.

13 - Ad Placements
13 – Ad Placements

Ad Placements

If you are starting with Facebook Ads select Automatic placements. This will enable Facebook to place your ads across Facebook, Instagram, Messenger, Audience Network, etc to obtain best results. With expertise, you can choose to place Ads in specific locations involving device types – Mobile or desktop, and a combination of platforms.

14 - Budget & Schedule
14 – Budget & Schedule

Budget & Schedule

Choose a daily or lifetime budget depending on the amount you want to spend on Facebook Ads.

15 - Conversion Tracking
15 – Conversion Tracking

Facebook for Business Promotion: Ads

Identify – Your Facebook Page represents your business. Creative – enter your post ID by selecting the post. Enter the URL parameter in the box. The URL parameter will be as shown under:
www.sapcanvas.com?utm_source=facebook&utm_medium=cpc&utm_campaign=engagement&utm_content=Ads Read more by clicking on UTM-parameters. For Conversion tracking select one or more options and view results in Ads Manager along with Ad performance data.
Include pixel code to your website, Instant experience to report conversions. Notice activity and build audiences for ad targeting.

16 - Facebook for Business Promotion: Google Analytics Tracking
16 – Facebook for Business Promotion: Google Analytics Tracking

Go to Acquisitions in Google Analytics and click on ‘All traffic’ and from the drop-down select ‘Source/Medium’. Next, from the primary Dimension click on ‘Other’ and from the dropdown of ‘Acquisition’ select the parameter for tracking of ad set performance. Possible options for reporting are ad content, Campaign, Keyword, etc. Read more by clicking on google-analytics. To accurately track your campaigns in facebook ads use UTM codes. The tracking section of facebook Ads allows you to include a custom parameter for each ad. They show whether ads are paying off by categorizing conversions in the marketing channel.

Ad Copy | Visuals

Follow strategies that work for your Facebook ad copy or visuals by targeting specific users. Test different versions to ensure it is well received with the whole audience. Find out which copy evokes a good response based on clicks. Facebook Pixel adds to UX and the image in the ad copy has to be relevant spelling out the offer- the value of products or services. Create urgency by limiting the offer with a discount and a deadline. Use the Relevance Score tool from the Ads Manager to measure the score of the ad formats. Ad copies have to provide necessary information to captivate interest that drives users to click on the ad.

Landing Page

The landing page is the page that your audience will get to see after clicking your ad. There are many ways in which you can design and publish your landing page on Facebook. A Facebook landing page attract people to click on your message and keep them interested once they do it.

Facebook Pixels

When users on your website take action after seeing the ad the pixel is triggered to track those users. These customers can be retargeted by using a custom audience. Ad conversions take place. Facebook deliver ads to those people who have a chance to take action. This phenomenon is termed as conversion optimization

Installing Facebook Pixels

An analytic tool that allows you to add a Javascript code on your website to build audiences for your campaign. In your Ads Manager click on ‘tools’ and then click ‘Pixels’. Next click ‘Create a Facebook Pixel’. Enter a name for your Facebook Pixel and checkbox to accept Facebook Pixel terms. Then click ‘Create Pixel’ and further click either on ‘Install Pixel Now’ or ‘Email Pixel Code‘. Copy the code in the box which is referred to as the base code. Place the code in the header section of all pages on your website. Check if the pixel is working by using the Pixel Helper (Chrome Extension) to see if it is loading on your website. The Facebook Pixel code is now set and you can add standard events or custom conversions to particular pages of your site.

Overlapping Audiences

Marketing with different ad sets for the same audience’s attention is known as Audience overlap. The greater the overlap, the lower the quality of your campaigns.

Converted Audiences

Facebook allows you to rope in the genuine audience that reveals interest in your offer. The converted audience is the people who take action. Select a goal for conversions – sales or visits to your store and get your target audience a commitment to buy.

Facebook for Business Promotion: Groups

Facebook groups and messaging features are the essentials where users connect and engage. A group is focused on its members. Create opportunities for the members in the group so that they share and participate. This will result in a worthwhile engagement. If group interaction benefits your business use it for generating revenues. After all online communities are the fastest way to find and reach new like-minded consumers.

Groups v/s Pages

Pages are the profiles for entities, such as brands or businesses. Moreover, pages have features such as insights and advertising having access to data. Groups represent small group communication where people share their interests and communicate their opinion. People can join the group and post their opinion on a wall and engage through discussion threads. Facebook Groups are of three types – public, closed and secret. In a closed group, users cannot access the group’s content unless they are approved by the admin and join the group.

17 - Facebook for Business Promotion: Create Group
17 – Facebook for Business Promotion: Create Group

Branding Groups

Business brands that revolve around group can build communities around it to maximize reach and engagement. Link your Facebook page to your Facebook group and engage. For building a community around your page create a group by clicking on ‘Community’ from the menu to the left of the page. On the display page click on create Group. Give a name for the group and add some people from your friend’s list.

18 - Facebook for Business Promotion: Create New Group
18 – Facebook for Business Promotion: Create New Group

Alternatively, go to your personal page and click on the top right corner for the dropdown logout menu and click on ‘your groups’. From the page that displays click on +Create Group. Or click the more icon ‘…’ shown in fig 17 and select ‘Create Group’.

Group engagement

The audience of the group sees you playing the role of an ‘Influencer’. So post something that your group wants to see and hear from you. To deliver what they want, create an opt-in and a post welcoming new members. Introduce yourself and what they can expect from the group. Pin this welcome post to the top of your page and start building a community. Continuously engage with the group and members will reciprocate. They will stick around as long as they feel they derive value and services from the group. For this the website/ blog on which your group audience land should be value-driven. Sell advertising spots or sponsored post on your website/ blog using services such as whitepress.net.

Create a Press Kit which include FAQ, Company overview, staff biographies, photos & videos. Your group should be able to interact through the contact option.

Monetize Groups

Working directly with brands and affiliate marketing can help you monetize Facebook groups. Use popular Affiliates such as Amazon Associates affiliate program since people do buy from Amazon. Use free downloadable assets such as reports, free guides, how to…, checklists, etc to build your list using eMail marketing. People joining your list are a prospective audience for sales promotion.

Page Admins can utilize their pages to manage groups. This grows their pages, and chatbots can automate marketing. Other ways to monetize groups is by creating buy & sell groups, membership & subscription fees, referral marketing, advertising & sponsorship revenues, etc. Some methods of monetization can violate Facebook T&C. Check the rules before you start and act accordingly.

Facebook Group Insights.

Use Facebook Analytics. Facebook Group Insights overview provides details about – growth, engagement, and membership. Admins can view or download insights for the Facebook group. See the data that contains daily numbers for total members, member requests, active members, total number, posts, comments & response to posts. Read more by clicking on the Facebook Group Insights tool – sociograph and grytics

Growth – progress of your group in terms of its members. Engagement – the activity of the group’s post in terms of active members, post visibility, shares, comments, likes, etc 
Membership – info about member demographics – gender, age, city countries 

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