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On Facebook, potential buyers are already searching for businesses like yours. The only way to communicate with them is through a well-thought-out Facebook marketing campaign. Mastering Facebook marketing would be critical if you want your business to succeed on social media. Every month, over 2.8 billion people access Facebook. That’s a lot of potential customers looking at your business. Because here is the thing about Facebook: while you might think it is just a place where you can stalk your friends and family, leave comments about their dresses, it is also a place where audiences can connect with businesses of every scale. Evidently, two-thirds of Facebook users claim they visit a local business’s page at least once a week. That’s right: people are on the lookout for you! But you can’t only depend on luck if you want to reach this audience. It’s important to have a well-defined Facebook marketing plan.

Are you ready to learn how to advertise on Facebook like a pro? Here’s everything you need to know.

Setting up Facebook for Business: A Step-by-Step Guide

 

If you’re on a tight budget, there’s some good news: creating a Facebook Page for your company is completely free. You can then use your Page to create content, share your contact details, connect to your website, develop a product catalog, and interact with your customers… also with no cost. 

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You can also use paid marketing tactics like Facebook advertising and sponsored posts from your Facebook Business Page if you have some extra cash.

 

Here is how you can set up the Facebook page:

STEP 01:

Go to facebook.com/pages/create to get started. (Note that you’ll need to be signed in to your personal account to begin, but don’t worry: your personal information will not appear on your new Business Page.)

STEP 02:

Choose your page type (Business/brand or Community/public figure)

STEP 03:

Add all the required business details

STEP 04:

Upload the profile and cover photos. Make sure the images are of high resolution.

STEP 05:

Fill in your profile, contact information, and any other related information, such as operating hours, by clicking Edit Page Data.

STEP 06:

To create your vanity URL, click Create Page @Username. This can be up to 50 characters long and makes it easier for people to find you on Facebook.

STEP 07:

Set up a call to action like “Shop” or “Contact Us” by clicking Add a Button under your cover photo.

Give yourself a pat on the back: You’ve just made your Facebook Business Page public!!

Different Types of Facebook Posts

 

Now that you’ve got your own Facebook Business Page… It’s time to get to work on some content. You can make various types of posts on Facebook. Each has its own set of advantages and can elicit various levels of engagement. The type of posts you make will most likely be influenced by your brand’s social media strategy and goals.

 

Here, we’ll go through all of the different choices for Facebook Page posts, as well as some examples to get you started.

01. Facebook text post/status post

 

This is the original Facebook post: plain text. Text posts are straightforward and to the point, but they aren’t the best choice for driving traffic to your website or directly converting a lead to a sale. The algorithm on Facebook doesn’t like these simple messages, and they don’t typically get much attention in the news feed.

 

Text messages, on the other hand, are great for starting a discussion. To ask a question or solicit input, use a text message. Text posts are also useful for sharing crucial details on your website that your audience can be looking for, such as ticket availability or opening hours.

 

02. Facebook photo post

 

In general, photo posts receive much more engagement than text posts. A striking picture (or diagram, or infographic, we don’t care!) is a perfect way to grab the attention of a potential customer scrolling down through their news feed. Photos that show the products in action, especially for product-focused companies, can be extremely successful.

 

Don’t worry if you’re not a professional photographer — or if you’re selling something that’s difficult to photograph — stock images are here to help. (In fact, here are 25 places where you can get free stock photos.) Before you start posting, make sure you grasp the fundamentals of image copyright.)

 

03. Facebook video post

 

Engagement rates for video posts are much higher than for photo posts. Video can be extremely persuasive, whether it’s for a short, sweet video announcement or a longer, artfully shot video with a plot.

 

Since video plays automatically in the news feed on Facebook, you’re almost certain to catch people’s attention. It’s the ideal set-up!

 

Read more on how you can grow your business with videos. 

 

04. Facebook Live video post

 

Try experimenting with Live if pre-recorded videos aren’t your thing. A Facebook Live video is a live-streamed broadcast that takes place directly on your Facebook Page. Facebook Live viewership increased by 50% in spring 2020, indicating that this medium is extremely popular.

 

Live video allows you to engage with your audience in a more personal and genuine way. Q&As, behind-the-scenes tours, product demonstrations, and much more can all be done with these broadcasts.

 

05. Facebook Stories

 

Facebook Stories, like Instagram Stories, are vertically formatted photo or video posts that vanish after 24 hours. Videos can last up to 20 seconds and photos can last up to five seconds. Since Facebook Stories appear at the top of the News Feed, they are not affected by the Facebook algorithm. This could explain why Facebook Stories were viewed by over half a billion people every day.

 

06. Facebook Watch Party

 

Watch Parties are a way to display a public video on Facebook in real-time so that you and your fans and followers can all watch it at the same time. Making a normal video into an event is a perfect way to generate buzz about a new product launch or a world premiere of a music video. You may also use an Event to encourage Watch Parties (or Facebook Live events).

What is the Best Way to Select the Perfect Post?

 

Experimenting with different types of posts to find the right one for your brand is essential. Experiment with various combinations and track your analytics for clues on what’s successful.

 

You can also use social listening to find out what people like about your business… and what problems they want you to solve. Often, pay attention to what others are thinking about your competitors. Yes, it is eavesdropping, but it is acceptable because it is for business purposes. Simply pay attention and take notes.

 

Simply uploading content that is doing well on other platforms is a good place to start. Have you ever tweeted anything that received a lot of attention? Also, share it on Facebook! Do you have a forum on your blog that is constantly receiving new comments? That’s another idea for a Facebook post.

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Creating a Facebook Marketing Strategy – A Step by Step Guide

01. Define your target audience

To successfully engage your audience, you must first understand who you’re speaking to. Ask yourself the following questions to figure out who your target audience is;

  • Where does your audience live?
  • How old are your potential customers?
  • What are their lifestyle choices/products and services they use
  • What kind of jobs do they have?
  • What is their income level?
  • What are the problems that they are facing?
  • What is their online behavior?

Of course, knowing the demographics of Facebook users is also significant. Then you can look at Facebook Audience Insights after you’ve figured out who’s using the app and how it relates to your target customer.

The free Audience Insights tool built into Facebook will help you dig into the nitty-gritty information about potential customers including age, gender, education, relationship status, location, language etc.

02. Define your goals

What does brand success look like for you? Yeah, it’s tempting to think of Likes as the ultimate metric of success, but if they’re not part of a larger marketing strategy, they’re meaningless.

For a successful Facebook marketing campaign, you’ll need a solid target that’s tied to your company’s goals. Every company has different objectives, but they also need to concentrate on decisions that affect their bottom line such as lead generation, increase conversions etc.

We suggest setting out concrete, measurable ways to get there once you’ve determined what you want to accomplish. We suggest using a well-known goal-setting system, such as SMART goals or OKR goals.

Every Facebook post, tweet, and advertisement you make should ultimately serve your objectives. Build a Facebook mission statement for your company, as well as a Facebook style guide that will remind a consistent look, feel, and voice for all of your content, to stay on track.

03. Plan your content mix

You’ve identified your target market. Your objectives are clear. It’s now time to create content. It takes trial and error to find the right mix of content, but a good rule of thumb is to follow the “80-20 Rule,” which states that you should use 80 percent of your posts to inform, educate, and entertain, and the remaining 20% to promote your brand.

The social media rule of thirds is another option for guiding your content mix. One-third of your content can share ideas and stories, one-third should include personal connections with your followers, and the rest of your content should promote your company, according to this school of thinking.

Whatever numerical mix you choose, the aim is to strike a balance between promotional material and value. Make a content marketing calendar to help you align your content forms and keep track of your frequency.

04. Optimise your page for engagement

Whatever your Facebook marketing target is, achieving it would be difficult if no one knows your page exists. That’s why it’s critical to get people to your Page in the first place, and then to convince them to connect once they’ve arrived.

Cross-promotion is a simple way to help people find your Facebook Business Page. Connect to your Facebook Page in your email signature and newsletter, and include Facebook Like and sharing buttons on your website or blog to help people who are already communicating with you on other sites find you on Facebook.

It’s important to note that you get out of Facebook what you put into it if you want to increase interaction. If you want your followers to be involved, you must be as well.

Get chatty because responsiveness is a highly respected characteristic of brands. Respond to all messages and comments, provide answers to questions, and keep content current. (In fact, you should conduct a daily audit of your Facebook Page to identify and delete any obsolete content; your About section should always be correct, up-to-date, and consistent with your brand.)

05. 05. Incorporate Facebook ads and the Facebook pixel

So you’ve written the ideal post: the wording is spot-on, the imagery is stunning, and the question is intriguing. Let’s hope it gets noticed by your followers. That’s right: not everything you share on your Facebook Page will appear in the news feeds of your fans. The Facebook algorithm, for better or worse, prioritizes content from users’ friends and families. This means that companies and brands will struggle to stand out in a crowded market.

Your excellent content can need a boost from time to time. Fortunately, Facebook Ads will help you expand your scope without breaking the bank. A Facebook ad, like conventional ads, is content that you pay to share with a particular, targeted audience. If you want to increase brand recognition, interaction, or traffic, the aim is to get your brand in front of the right people.

Even if you’re not ready to dive into Facebook Ads just yet, it’s a good idea to get a Facebook pixel set up (for free!) right now. A Facebook pixel is a piece of code that you can embed into your website to track conversions from Facebook, conduct remarketing campaigns and to build custom audiences.

The pixel will begin gathering data as soon as it is placed on your website. That way, once you’re ready to advertise, you’ll have valuable data for retargeting campaigns at your fingertips.

How to Measure the Facebook Performance?

This is not a set-it-and-forget-it situation: effective Facebook marketing necessitates ongoing maintenance. It’s important to keep track of and measure what worked and what didn’t in order to figure out what worked and what didn’t. That way, you can continually improve your plan by learning, tweaking, and trying again.

Facebook Insights allows you to monitor audience interaction such as likes, reach and engagement directly. Furthermore, Facebook Insights will assist you in determining the types of posts that perform better for your Page, allowing you to assess if your current content mix is successful.

It’s not just about celebrating your victories and counting your wins when it comes to keeping track of your progress. It’s also about keeping track of what’s not working so you can make changes as required. Data will reveal what you should keep doing and which strategies you should alter. You will enhance your performance over time by setting goals, tracking outcomes, and tweaking your plan in a continuous loop.

We understand that there is a lot to learn about Facebook marketing. However, the good news is that you can get started without spending any money. So go ahead and get your hands dirty, learning as you go. When you’re ready to move it to the next stage, more nuanced tactics and campaigns will be available. Our team of social media experts at DigiFix are more than happy to help you along your journey.

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