Facebook Marketing 101

Facebook Marketing 101

Facebook Marketing – Everything You Need To Know


Imagine you take a seat in your car, ride, or public transport. What’s the first thing you do once you’ve settled your bum? If you said to read a book, we’d like to remind you that lying is a sin.


Jokes aside, most conventional passengers would likely whip out their smartphones and start to fiddle on them. It’s basically muscle memory at this point in our technologically-dependent lives. And for a majority of us, we’ll automatically tap on the big, white “F” icon sporting a blue background.


Yes, we rely on Facebook in our day-to-day lives for many things like entertainment, news, and updates on our loved ones. But Facebook isn’t merely a news portal for your close relations. It is also a great way to reach an unfathomable number of audience for your business.  


facebook marketing shout
Image via minibigtech.com


Enter Facebook Marketing


As we’ve said, Facebook isn’t a new concept. And neither is using this platform to create an online business presence. But a lot has changed since Facebook first entered the marketing scene. Today, Facebook can do many wondrous things for your business that we couldn’t have dreamed of a decade ago. 


For instance, Facebook can now host 360-degree videos, sell products via AI-powered chatbots. And it can even serve as a top news source for two-thirds of the adult population. More particularly, Facebook has 2.38 billion monthly active users (MAU) as of 31 March 2019. That’s a lot of eyes to bring attention to your product!


That being said, a certain finesse is required when it comes to creating your online Facebook presence. In this article, we aim to uncover the ins-and-outs of Facebook marketing, a Facebook marketing 101 so to speak. From creating your business pages to paid ads, we will uncover more as we progress on this journey together. So without further ado.


What is Facebook Marketing?


First and foremost, you’ll need to know what Facebook marketing is. In short, it’s a way for businesses to promote themselves on the ever-popular social networking site.


There are two ways to use Facebook marketing for your business needs: Facebook business pages and paid advertisements. If it wasn’t clear enough already, both would require slight variations in marketing strategies.


How to Set Up A Facebook (Business) Page


1. Create a Facebook Page

2. Add Photos/Images/Pictures to Your Facebook Page

3. Add a short description of the business

4. Create A Relevant Username for Your Facebook Page

5. Adding Your Facebook Page to Shortcuts

6. Set Up Administration Roles on Your Facebook Page

7. Customize Your Facebook Page Notifications

8. Add A Page CTA Button

9. Organize Your Facebook Page Tabs

10. Verify Your Facebook Page


Firstly, setting up a Facebook page for your business is a great choice! For one, it’s a free method to create a verified presence on the platform. Secondly, it’s relatively easy to set up. And most importantly, you’ll be joining millions of businesses worldwide who are already marketing via the platform.


You can post regular updates, engage with customers, and set up easy ways for users to get in touch. Moreover, users can also share your content or provide feedback on your page which will go a long way in creating an “established” image for your brand.


Here’s how you get started on setting up your very own Facebook business page.


1. Create a Facebook Page


facebook marketing business page layout
Image via sketchappsources.com


As Facebook is littered with personal profiles, it is imperative that you set up an appropriate “profile” for your business i.e. Facebook pages.


Pages are Facebook’s equivalent of a business profile. Pages are similar in design to profile pages but will display only specific information applicable to the business. Furthermore, you connect with a business Facebook page by “liking” it instead of the traditional adding as friends approach.


You may wonder, why should you create a business page instead of just creating another profile for your business? If you create a personal profile for your business instead of a Page, you run the risk of getting it shut down by Facebook. Simple as that.


facebook marketing business page categories
Image via HubSpot


To get started, go here. There, you’ll have two categories to choose from:


  • Business or Brand
  • Community or Public Figure


facebook marketing business page business category
Image via HubSpot


Facebook offers two different categories so you can better customize your page. For our purposes, we’ll opt for the “Business or Brand” option. Then, choose an appropriate category for your page. To choose a category, start typing and choose from the drop-down list. In this instance, we can pick retail as a choice.


Next, you’ll have to choose an appropriate name for your Facebook business page. We’d suggest using the name of your business or something along those lines. Do note that Facebook will allow name and URL changes, though it can be an arduous and difficult process. So, pick wisely!


Once you’ve set up your barebones page, it’s time to move on to the next step.


2. Add Photos/Images/Pictures to Your Facebook Page


If you haven’t already done so, the first thing you need to do is to add a profile picture to your page. This will serve as the primary visual for your page and will appear in search results/newsfeeds.


Think of your profile picture as the first impression. Be sure to choose something immediately recognizable such as your company logo. After all, you’ll only get one chance at first impressions.


Add a Cover Photo


facebook marketing business page cover photo
Image via Pinterest


While we’re still on the subject of adding photos, we’d also suggest adding a cover photo for your page. A cover photo is the large, horizontal image that spans the top of your page. Similar to your profile picture, it should express your business’ identity. Better yet, use cover photos that can be rotated based on special offerings or seasons. 


It’s also a good idea to include some form of text and a link in the description if you are promoting a specific campaign. That way, if your cover photo highlights a new product, users can seamlessly jump to your product page to purchase.


As for what your cover photo should be, try going for an abstract image or pattern to catch the eye. Otherwise, using a landscape shot with your product as the focal point is also ideal. Often, the best cover photos are the ones that use negative space to their advantage.


3. Add A Short Description of Your Business


facebook marketing edit description
Image via HubSpot


Your page is starting to come together! But wait, beautiful imagery can only take you so far. The next step you’ll need to do is to add a description of your business and what it’s all about.


To add a description, you have a nifty button/link called “Add a Short Description” to get started. Add one to two sentences (255 characters max) about your business and you’re good to go!


This description will appear on both your page and in the search results, so do keep it descriptive but succinct. Our advice? Don’t be afraid to show a bit of oomph! Your brand’s personality matters!


facebook marketing edit description about
Image via HubSpot


Alternatively, you can also edit your description by clicking on “About” in the left menu. There you’ll find the option to edit your phone number, website, email, mission, and more.

4. Create A Relevant Username for Your Facebook Page


facebook marketing busines page username
Image via HubSpot


The last step in the creation of your Facebook page is to create a username. Your username will appear in your custom Facebook URL to help people easily find and remember your page. So choosing the right username is of utmost importance.


You’ll have 50 characters to come up with a unique name that is not being used by another business. For instance, if your business is related to retail, we’d suggest using something related to your business name in addition to the word “retail”. If your username is unavailable, you could add a locale to your username to further separate yourself from the other business.


5. Adding Your Facebook Page to Shortcuts


Now that we’re done with setting up the look of your page, it’s time to move on to the back-end


As a start, let’s begin by customizing your ease of accessibility. Every Facebook user has a vertical navigation bar to the left of their News Feed. By adding your page as a shortcut, you’ll always have easy access.


To add your page to the shortcuts column, simply go to your News Feed and add your page under the Shortcuts tab. Simple, right?


6. Set Up Administration Roles on Your Facebook Page


Now, you’ve got your basic stuff out of the way. There’s one more important step you’ll need before you show off your page to the world. And that is to set some roles on your Facebook page.


More particularly, we’re talking about giving access to people from your organization to your Facebook page. This way, multiple people can edit and post from the page without sharing login credentials. Though, this also means you will need to designate who has what levels of editing access. That is where Page Roles come in.


facebook marketing business page roles
Image via HubSpot


There are a few options when adding a collaborator:


  • Admin: Admins can manage all aspects of your Facebook business page. This means that they are able to send messages, publish as the Page, respond or delete comments. Furthermore, they can also create ads, as well as check which admin published a specific post. But most vital is that admins are able to assign page roles. This person would have the same permissions as the creator of the page so choose wisely.
  • Editor: Editors have the same permissions as Admins except for one minor difference. Editors are not able to assign roles to other people.
  • Moderator: Moderators are able to send messages and interact with comments, but they can’t publish as the Page. Though, they do have access to create ads.
  • Advertiser: As its name implies, advertisers can create ads and view insights.
  • Analyst: Analysts do not have any publishing power but they are able to view post details such as post writers. An analyst can also view insights.
  • Jobs Manager: Jobs Managers can do everything that an Advertiser can do as well as to publish and manage jobs.


7. Customize Your Facebook Page Notifications


Afraid of spam or missing out on something? Not to worry, that’s where the notifications setting comes in. This section allows you to customize how you receive alerts for activity on your page. 


For example, you could choose to get a notification every time there is an activity. On the other hand, you could also choose to receive one notification every 12 to 24 hours. The choice is in your hands!


8. Add A Page CTA Button


facebook marketing business page cta button
Image via HubSpot


Another benefit of having a Facebook page for your business is to attract eyes to your product. What we mean is, you’ll be able to attract an audience you might not be able to with a traditional website


More specifically, we’re talking about call-to-action buttons located at the top of your page. These buttons should ideally bring the user to an external link i.e. your website. As for the CTA button, you can choose from an array of choices depending on your preference. For instance, CTA buttons for viewing or booking a service, getting in touch, making a purchase or donation, etc.


9. Organize Your Facebook Page Tabs


facebook marketing business page tabs
Image via HubSpot


Want to take your Facebook page to the next level? Add custom tabs tailored to your audience and reap the benefits! Custom tabs show what you want your users to see first when they visit your page. For example, you could include a photo tab, open jobs, and the like.


10. Verify Your Facebook Page


facebook marketing blue & grey tick
Image via medium.com


Noticed a tiny grey or blue tick next to the names of some businesses and brands? These badges are sort of proof of authenticity of a business or name. 


Depending on how you categorize your page, you could be eligible for a verification badge. A blue badge signifies an authentic page for a public figure, media company or brand. And a grey badge means that Facebook has confirmed an authentic page for a business or organization.


While not exactly necessary, a verification badge does add a sense of authenticity to your page and business. This could be particularly important for businesses in e-commerce or online services looking to build trust


To ensure you’re eligible, ensure that your page has been set up a la our guide above. This means you’ll need a profile picture and cover photo. Also, ensure that you’ve listed your phone number, country, and language under the “Page Verification” tab. 


How To Create A Facebook Marketing Strategy


However, a Facebook Business page is, for the most part, insufficient in many ways. It may drive traffic to your website, but it won’t be the be-all-end-all of your Facebook marketing endeavours.


On the other hand, Facebook marketing shines when it comes to its paid advertising model. Again, this method is free to set up and is quite user-friendly. But first thing’s first, there are a couple of steps before you get into the nitty-gritty of Facebook marketing.


1. Identify Your Facebook Audience


To determine your Facebook audience, take a step back and evaluate the buyer personas of your marketing strategy at large.


What’s a buyer persona you may wonder? Buyer personas are fictional, generalized representations of your ideal customer. They help you to better understand your real target audience. Buyer personas are used to tailor your content and product to better relate to your target customer. And the same goes for Facebook. By understanding your customers and their preferences, you can determine which content would be best to post.


Now, to build your buyer persona, you can do a number of things. Namely, interviewing a diverse mix of customers or prospects to gauge their knowledge of your industry. Furthermore, interviewing allows you to understand their biggest challenges, goals, and resources.


Then, you could also take a look at your competitors. Explore their Facebook pages and take cues from their postings/content. Also, evaluate each for these few key factors:


  • Visual quality
  • Post frequency
  • Content mix
  • Engagement on posts (likes, comments, and shares)
  • Response time and quality from the business


Using Audience Insights To Build Your Buyer Personas


facebook marketing audience insights
Image via blog.hootsuite.com


If interviewing your customers isn’t your style, then Audience Insights is all you need. If you want a deeper understanding of your persona, this free analytics tool is indispensable.


facebook marketing create audience
Image via HubSpot


Audience Insights allow you to get demographic and behavioural data of your audience and competitors. It was created to help advertisers target their ads better. But, it can also be used by social media managers and content creators to determine the type of content their audience is looking for.


You can access Audience Insights via your Facebook Ad Manager. Once there, you’ll be given the option between analyzing everyone on Facebook or only people connected to your page. Next, choose the appropriate parameters for the audience you want to target. You’ll also need to specify the location, age, and gender for your target demographic.


2. Create A Social Media Content Calendar


Now that you’ve obtained your buyer’s persona, you’ll need to know how often to post on your Facebook page. Post too much, and you can come off being “spammy”. Post too little content and you may lose some followers. There is a fine balance that you’ll need to find.


The answer to this conundrum? The social media content calendar


As its name implies, a social media content calendar is a spreadsheet where you create posts in advance. You can then slot them to post in specific times. A content calendar will help you keep track of links and make it easier to evaluate the format and topic you’re posting.


Every optimal social media content calendar should have a few things:


  • Tabs for each social media platform
  • A day-by-day schedule, broken down by time slots
  • Columns for messages, link, campaign name, character count, and image
  • A monthly view to plot larger campaigns


3. Schedule Your Facebook Postings


facebook marketing scheduled posting
Image via HubSpot


Now that you’ve set up your social media content calendar, it’s time to schedule some postings! Facebook allows you to schedule and automates posting so you don’t have to be on the platform 24/7.


Scheduling a post is simple. Instead of the “Share Now” option, select the “Schedule” option and pick a time and date to publish your postings. You can even manage all of your scheduled posts with the publishing tools offered by Facebook.


4. Generating Leads With Facebook Marketing


What use are postings if they do not generate sales? While goals may vary depending on your business, one thing is for certain. You want to make profits! And to do so would require an awareness of your products or services. 


Using Facebook, you’ll be able to generate leads which could turn a visitor into a paying customer. A lead is a person showing interest in your company by giving their information in some way. For example, they could fill out a form or request additional details on your product.


The ultimate goal is to turn these leads into sales i.e. paying customers. In this case, you need to be strategic about your Facebook postings. Some examples of great posting could be landing pages for offers, or blog posts that can generate leads. Otherwise, interactive videos are also great for drumming up interest.


Our tip? Use the Facebook Lead Ads to capture lead information from the platform. This will allow your customers to have a shorter click-through path to your offers without ever leaving the Facebook app. 


5. Use Facebook Bots


facebook marketing AI bots messenger
Image via netimperative.com


If you didn’t already know, artificial intelligence (AI) is taking over! And in this world of AI, Facebook is using this technology to aid your business needs. More specifically, Facebook uses Messenger Platform — a service that enables any business to build a bot through Facebook Messenger.


So why should Facebook bots matter? For starters, these bots are highly customizable to your business needs. Plus, their natural language capabilities are constantly evolving over time. From the perspective of the customer, bots make the shopping process much smoother and efficient. Thus, eliminating the need to scroll through pages and pages of product choices. And they also allow customers to skip the hassle of talking to a customer service rep. 


So our question is, why not Facebook bots?


How To ACTUALLY Create A Facebook Marketing Campaign


Now that we’ve gone through most of the boring stuff, here’s how to actually create a marketing campaign on Facebook.


The first step is to understand the Facebook advertising terminology. In Facebook, all paid advertising can be broken down into three elements:


  • Campaigns: A campaign contains all your assets
  • Ad sets: A group of ads that target specific audiences. If you’re targeting multiple audiences, you’ll need separate sets for each.
  • Ads: The individual ads you’ll post on Facebook, each with their own colours, copy, images, etc.


Facebook offers two choices of editors when you create your ads. The Ad Manager is a great choice for most companies, whereas the Power Editor was designed for larger advertisers. The Power Editor also allows more precise control over a variety of campaigns.


facebook marketing objectives
Image via HubSpot


Before you begin, you’ll need to choose an objective for your campaign. Facebook provides 11 objectives to pick from, broken into three categories. These categories are awareness, consideration, and conversion.


Done? It’s now time to target and optimize your ad sets!


How To Target and Optimize Your Ad Sets


If you’re new, then you’ll need to specify demographic information like location, age, gender, and language. Otherwise, you can use a saved audience from your previous campaign instead.


You can then specify your targeting to better suit your business needs. Choose one of Facebook’s pre-made categories or put in a specific business page your audience may have liked.


Next, you have to choose your budget and schedule. Facebook offers the option of setting a daily budget or a lifetime budget.


  • Daily Budget: This option is for your ad to run continuously. Choose the amount you’re willing to spend on this specific ad per day. And remember, this is an average, so there may be some days where you might spend slightly above or below.
  • Lifetime Budget: This option is for your ad to run for a specified length of time. Facebook will automatically try to evenly spread the amount you select over your specified period of time.


Depending on which option you choose, you can pick the appropriate schedule for your ad set. Decide if you want your ads to start immediately, or at a later time.


Choose Your Facebook Marketing Ads Format


Now that you’ve got your campaign and ad set done, it’s time to create your ads. Facebook allows you to select the format, media, text, and links for your ads. You can even create one or multiple ads.


facebook marketing ads format
Image via HubSpot


Facebook has two ad format options: Carousel or Single Image/Video


Once you’ve decided on how you want your ad to look, upload your creative assets. You can then write a clickable ad headline. For each format, Facebook will provide some design recommendations. For instance, image sizes, headline length, and so on.


Finally, tweak your text and preview your ad for desktop or mobile viewing. Then, place your order. Voila! Your new Facebook ad is done!


How Do You Know If Your Facebook Marketing Ads Work?


Now that you’ve released your ads, you’ll want to keep an eye on how well they’re performing. After all, an ad that doesn’t garner any leads/sales is just a waste of space.


To view your ad results, head back to the Facebook Ad Manager. If you have ads running, you can also check the overview of all your campaigns. You’ll get campaign details like an estimate of your daily ads spending. 


And when it comes to the success of your ads, there are a number of parameters to consider. Reach, impressions, clicks, and click-through rates are some of them. However, here are a few to pay particular attention to:


  • Actions: As we’ve mentioned above, the first step of creating a Facebook ad is to choose an objective for your campaign. Always consider your initial rationale when weighing the success of your campaign.
  • Cost per action: Do not disregard the number of actions that occurred. Each action may differ in cost. Look at how much each action cost and compare this between your different ads within the ad set.
  • Frequency: Another thing to note is the frequency of views of your ad. Simply put, how often someone saw your ad will determine the success of your campaign. If any of your ads are viewed often but do not bring in sales, it may be time to retire the ad.


The Facebook Marketing 101 Takeaways


Saying Facebook’s user base is massive is a huge understatement. The online social networking platform remains one of the biggest and most connected in the world. And that goes for businesses as well. 


To be in the upper echelons of successful companies, Facebook marketing is one of the best ways to get your name out there. 


Want to find out more about Facebook marketing? Contact us today!


Feature Image Credit: Blue Fountain Media