7-3- Marketing with Facebook

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Marketing with Facebook

– [Instructor] In the next several movies we’re going to take a high level tour of some of the most popular social media sites. My goal is to make you aware of what opportunities are available to you, give you a few pointers and leave you with resources that you can use should you want to learn more. Let’s go ahead and get started with Facebook. In the early days of Facebook businesses rallied around the need to gain more fans. We would launch marketing campaigns and purchase ads in order to incentivize social media users into becoming fans. And fans had a lot of value.

When they liked your brand page they would receive future updates from you organically right into their newsfeed. But, as people’s news feeds became crowded Facebook turned down the reach that brands have. It’s almost nonexistent today. So, what should we do?Give up? Well of course not. Social media marketing is about adapting to the networks,identifying new opportunities and staying ahead of the shifting trends. This just means that succeeding on Facebook now is about paying for advertisements.

But the good news is these advertisements work well, and the fans you do gain can be used within your marketing campaigns to reduce your overall costs. But before you can start doing any marketing on Facebook you need a business page. And I’m here on Linkedin Learning’s Facebook page to give you an idea of what these pages look like, and what’s going on. So right away you see that the logo is in the upper left hand corner. There is a cover photo here in the top center of the screen, and you can customize this content to make sure that this page feels very on brand.

Now, most people are going to interact with your Facebook page when they come from a link that you provide them. Perhaps you link to Facebook from your website or your blog.Other times people will search for a brand when they’re looking to find out more about that company or to send them a message, which you can see here on the right hand side.Now, you’ll also notice that as I scroll down the page you’ll see various pieces of content.Here we can see photos that Linkedin Learning has published, videos and posts.

And you’ll notice that each post allows users to interact with it. They can like, comment or share. Now, this content that you’re publishing, now as you go about publishing content you really wanna focus on content that has very rich media. That is, large images or video is going to work best, and you’re looking to start conversations and engage people not just sell 100% of the time. Now, once you’re starting to publish content you can leverage the powerhouse of Facebook ads, and Facebook ads are an alternative to Google ads.

With Facebook you’re going to have unprecedented audience targeting and a very low cost per click, and what’s great is their ad platform is fairly intuitive so it’s easy to get started.Now you don’t need to have any fans to get started buying advertisements which is great.And the fans that you do collect can be used in creative ways with advertising and we’ll talk about that in just a minute, but before we can get started creating ads we need to create a company page, and to do that once you’ve logged into Facebook you’ll simply select the down arrow in the upper right hand corner and choose, create page.

Here, Facebook’s going to walk you though the various prompts to get your Facebook page set up. First, we need to select the page type. I’ll choose company. Then we’ll select a category. Here you can see a large list of items to pick from. I’ll choose health and beauty.And then we’ll provide our company name. Select get started, and now Facebook’s going to walk us through a variety of steps. They’re very straightforward. We can upload our profile picture, and then a cover photo but I’m gonna go ahead and skip these steps.

Now, just like that our Facebook page is built. Now, we simply need to fill it with some information. Facebook provides you with guided steps so as you go about building this page you can take a look at all of the steps that they provide. First they’re gonna ask us to add a cover photo, followed by a short description, and I can choose, see all page tips, to see everything that I should do to be successful setting up this page. Once your Facebook page is built it’s time to run an ad. I’ll do that by going to Facebook.com/ads.

From here I’ll choose create an ad in the upper right hand corner. Now at this point Facebook is going to load our ads manager. Now, we’re going to run through this very quickly just so you can see how valuable Facebook advertising is. If you’d like to go deeper there’s great courses right here on how to set up Facebook advertising. The first thing that we need to do is choose our objective. What are we trying to do with this advertising campaign. It could be brand awareness or reach.

It could be driving traffic to our blog or getting engagement, perhaps on a poll or a quiz.Or maybe it’s video views or even lead generation. Or it could simply be conversions such as selling an item on our website. Let’s start by choosing traffic. As I scroll down Facebook’s going to remind us what the objective we selected is and what it’s useful for. Then we’d simply give this campaign a name, just like we did in ad words. Now, Facebook ads are set up very similar to Google ads.

You’ll have your campaign, followed by your ad sets, followed by your ads. I’ll chose set up ad account which you’ll only need to do the first time. And here’s where you’ll set your account currency, and your timezone. Now if you do wanna change these in the futureyou’ll have to create a new advertising account which will remove all of the history and everything that you’ve done. So be sure that you set these up correctly once you get started. And the timezone essentially shows you the time that actions take place in your local timezone.

So if someone on the east coast clicks on a link it’s going to show up as being clicked at the time that it happened in your timezone. I’ll choose continue, and now we’re gonna create our ad set. The ad set is where we get to build our targeting and this is where Facebook is incredibly powerful. At the top you’ll select the ad set name, and you can use multiple ad sets in order to try out different targeting.

And then you can run multiple ads to identify which ads work with each target. Now, Facebook likes to suggest that you should run your advertisements with very broad targeting, however, I find that when you’re getting started it’s better to start with a little bit more specific targeting. This way you have a narrow audience and you can identify whether that audience is converting out at an ROI that makes sense for your business. Once you’ve set up your ad set we can double check where we wanna drive traffic. In this case it’ll be a website.

We can decide if we wanna create an offer which you can turn on and then select, create offer, which is going to give you an option to create a really great offer. In this case I’m gonna choose cancel, but if you wanted to create an offer follow those steps. I’ll go ahead and select this to be off. Now we’re going to set up our audience. First, we’ll identify the location that we wanna target folks in, their ages, their gender and any languages that we wanna target. Once you’ve configured those you get into the detail targeting section, and this is where you’re going to spend a lot of your energy and effort.

Here we get to identify, interest, demographics and behaviors of the audience that we wanna capture. Let’s say for example we have a new coffee subscription service. Now, we wanna start targeting this to people who might be interested in this service. We’ll click in here and we can start typing in coffee. What you’ll see is we can identify people that are interested in a particular brand, say the coffee bean and tea leaf. Interested in coffee as a generic item, interested in specialty coffee which might be closer to what I’m offering because this is going to be a premium service, and I can select that to include that interest.

Now we can also select the browse item which will let us view all of the various targeting available to us. Let’s select behaviors. I can scroll through this list to view all of the targetsavailable to me. Let’s select purchase behavior. Here I can select food and drink and I can identify if any of the items here are relevant to what we’re selling. I’ll select beverages and here I can see coffee, and on the right hand side Google is helping me understand how people became associated with this behavior.

They’re saying that consumers are in households that are known or likely buyers of coffeebased on actual past purchasing behavior and other known attributes. This lets me know that these people have the behavior of purchasing coffee so that would be valuable to me.Now I can also start to think outside the box. I can think back to my persona research and I can begin to put together a model of what I think this person is. Perhaps it’s not just that this person is interested in coffee, but people who purchase my coffee online are also people who shop online a lot, and I could identify if shop online is an option available to me, and of course it is.

Here is an interest of people who shop online. As you continue to add in items as you add items these are going to relate to one another using an or statement. So it’s people who are interested in coffee, or they shop online, or they like specialty coffee. They just have to match one of these items. But let’s say that we need them to match multiple items. Perhaps they need to like coffee and shop online. In that case you’ll choose, narrow audience. From here let’s remove shop online and we’ll add it down here.

What I have here is I need somebody who either is in the market for purchasing coffee or their interested in specialty coffee, and they shop online. You really wanna look at using that, and targeting, to help really narrow this audience down. You can continue to narrow further if you’d like. You can also exclude people if that makes sense to you as well. From here I’ll choose, save this audience and I can give it a name. I’ll choose save.

And from here we need to identify our placements. This is where your ads will appear on Facebook, Instagram or their audience network. If you select the automatic placements option which is selected by default your ads will be shown to your audience in a place that Facebook deems is likely to perform best. If you wanna do this manually, select edit placements. But if you’re just starting out leave it as its been set up. Next you’ll set your budget and your schedule and choose continue. We need to associate it with a Facebook page and the one that we created earlier is already selected.

And if we’d like we can associate it with an Instagram account as well, which will allow these ads to run on Instagram. And from here we now get to interact with the formats of these ads. We can review various types available to us. Could be a carousel which is an ad with scrollable images or videos. It could be a single image, a single video or even a collection.When you’ve selected an option you can scroll down and begin to build out this ad. What’s great is that they have the option to also include stock images that are available to you for free.

So here Facebook is saying let’s add an image. I can select free stock images. Let’s select this image. Choose confirm. And now on the right hand side Facebook is showing us a preview of what this ad is going to look like. On the left we’ll add the URL, our text and our headline just like we did with Google. We can even select the call to action which is the button they’ll select and once you’ve created it you’d simply choose confirm. And just like that you’ve quickly added your first Facebook ad.

Now I know we went through this quickly, but you’ll find that this is a fairly intuitive tooland I recommend that you go through this and build one or two ads, run them with a small budget and look at the results. From there you can start refining and identifying what worked and didn’t work and continuing to build upon your skills. Now, beyond the ads I wanna leave you with one last thing which is the customer service component. Let’s go back to the Linkedin Learning page. Consumers like to interact with brands where they spend their time online.

If your customers use Facebook a lot they’ll likely wanna talk to you through Facebook as opposed to sending you an email. And to do that they’ll come to your page and select to send you a message. Here Facebook is going to indicate how long it takes to receive a reply. In this case Linkedin Learning typically replies within a few hours. It’s a simple as typing your message and sending it and now Linkedin Learning will see a notification on their side, or in your case you would see it on your business page if you were the one receiving the message, and you can click into your inbox and interact with your customers right away.

Now, many help desk tools also have Facebook integrations, meaning if you’re using a third party tool you can connect it to Facebook and you’ll see all of those messages come into the same dashboard you’re using today. I recommend that you build your Facebook pageand start publishing content, but know that you need to begin running advertisements in order to get the most value out of Facebook.

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