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Facebook Marketing Quick Guide - Updated for Timeline
 

Facebook Marketing Quick Guide - Updated for Timeline

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Keeping up with the ever changing landscape of Facebook can be a challenge for marketers and business owners. This mini-eBook will provide you a quick resource full of tips and ideas for using ...

Keeping up with the ever changing landscape of Facebook can be a challenge for marketers and business owners. This mini-eBook will provide you a quick resource full of tips and ideas for using Facebook as a marketing channel. The guide includes the following topics: common mistakes business owners and marketers make, why you should invest in a Facebook page, how to create a page, why you should use custom tabs, welcome page ideas, how to grow fans and followers, how to find customers, and some free additional resources. We hope you enjoy the guide.

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    Facebook Marketing Quick Guide - Updated for Timeline Facebook Marketing Quick Guide - Updated for Timeline Document Transcript

    • Facebook Marketing Updated For Quick Guide Timeline March 30, 2012 Keeping up with the ever changing landscape of Facebook can be a challenge for marketers and business owners. This mini-eBook will provide you a quick resource full of tips and ideas for using Facebook as a marketing channel.
    • Page 2 of 12 Table of ContentsCommon Mistakes Business Owners and Marketers Make…………….………………..…………page 3Why You Should Invest In a Facebook Page……………………………………………….…..………page 4How to Create a Page……………………………………………………………………………..…………….page 5Why You Should Use Custom Tabs…………………………………………………………..….……..….page 6Business Page Tips w/ Timeline….………………………………….…………………..………………….page 7How to Grow Fans & Followers….……………………………………………………………………………page 8How to Find Customers…………………………………………………………….……………..……………page 11Free Additional Resources……………………………………………………………………………………..page 12
    • Page 3 of 12 Common Mistakes Businesses Make on FacebookProfile instead of a page Facebook has designed and developed its business pages for optimal use by business type. It offer pages for local businesses or places, companies, organizations, or institutions, brands or products, artists, bands or public figures, entertainment, and causes or communities. They will continue to build out these offerings as the ads platform continues to expand. Some of thefunctionality that is lost by using a profile in place of a page includes less visibility in searchengines and in Facebook, less analytical data about the page. No business or brand shouldhave a personal page.Engagement with Customers or ClientsA static Facebook page is not worthless, but it’s close. The point of Facebook is to engage withfans and followers to build community around your brand, business, product, etc. If you areshutting off comments, not using your wall, or not posting content to your own Facebook page,you are totally missing out on the opportunity to directly communicate with paying customers.Remember, this was not even possible just a few of years ago.Self-PromotionSelf-promoting is a sure-fire way to drive Facebook users away from your page. If it’s self-serving enough, this type of post could even cause a user to un-like you. If you dont haveanything better to talk about than how great you are, you may need to find another medium.
    • Page 4 of 12 Why Invest in a Facebook Page?EdgeRank – Facebook’s Secret Sauce EdgeRank is the algorithm Facebook uses to determine what content is shown to whom. Every post you make has a quality score. If the post has a high quality score, it is seen by more people. The main factor of the quality score is the number of interactions youre getting on your post: likes, comments, shares and how often and long all of those actions are being taken.Build CommunityThe Facebook wall is the place to build community with your fans. Your fans will interact withyou here and you should interact back with them in a conversational, non-promotional way.This area gives you direct communication with your fans and followers, unlike anycommunication tool we have used to date. This is equivalent to a phone call or someonewalking in your businesses door and you can build relationships with this tool.Promotion & AdvertisingFacebook allows business owners and marketers to run targeted ads based on a variety ofdemographics and interests. The number one reason people become fans of pages is to takeadvantage of promotional offers. If you advertise, make sure that your fans are seeingtargeted ads. Then, take them to a targeted landing tab where they can take an action: likethe page, share the offer with friends, etc.
    • Page 5 of 12 How to Create a PageNow, users are able to create a page that has its own profile. There should be no reason forissues if a team member creates a page and then leaves your organization or if you decide toleave an advertising agency that has created a profile for you. With unique profiles for businesspages, you can now act as the page, making updates and posting content on behalf of thepage, not individually.To create a page, simply log in to Facebook with your personal account, navigate to the footer(the very bottom of the page) and click the Create a Page link. You will then be prompted tochoose the type of page you are creating. The rest is straightforward. For full instructions, seethis Getting Started Guide. 1. Click Create a Page Link 2. Choose the Type of Business (Above) 3. Complete the Fields When Prompted
    • Page 6 of 12 Why Use Custom Tabs?What Are Custom Tabs?This is a fairly recent addition to Facebook, allowing page ownersto create custom pages using HTML, similar to how we build webpages. Prior to HTML, Facebook required users to create pagesusing its own version of HTML called FBML, however, theyconverted to HTML early in 2011.Why It MattersThis is a huge deal that not nearly as many pages are taking advantage of as should be.Basically, you are able to create a page on Facebook (just like most that have been createdthroughout the broader web). Now, we just have to think about landing pages in a social way,within the context of Facebook.Brand Consistency and Calls-To-ActionHaving a consistent look and feel to your Facebook page, as you do with the rest of yourmarketing, helps develop brand equity. Calls-to-action allow you to increase the top-level ofyour sales funnel with actions like the following: Like Us on Facebook, Sign Up For Our EmailNewsletter, Sign Up For Special Offers, Subscribe To Our Blog, etc. These actions give youpermission to send your target audience specific communication based on what they requested.We can also use Google Analytics to track the performance of these pages, in addition to thefantastic analytical tools offered by Facebook.Facebook is the DestinationFacebook is a destination site meaning that users want to stay on the site. Facebook usersspend more time on the site than Google, YouTube, Bing, and Yahoo combined. This isincredible. People are willing to spend some of their Facebook time with your brand, but theywant to stay on the site and be able to interact with the other streams of communication whilethey do.
    • Page 7 of 12 Business Page Tips w/ TimelineLikes are Comparable to Email SubscribersYes- Facebook pages are just like email lists. Just as you need to make it clear what asubscriber will receive when they sign up for an email newsletter, you should do the same withyou Facebook business page. Facebook likes are ultimately another form of subscriber and itshouldnt be more complicated than that. Who wouldnt want to grow a list of fans andfollowers?Below is an example of our new business page on Facebook. When managing a new page orconverting your page to timeline, use each of these steps to create a successful presence. 1. Set Your Cover & Profile Photos 2. Add Milestone to Identify Important Events 3. Pin Important Stories to the Top of Your Page 4. Post Regularly 5. Use Admin Panel to Manage Page 6. Respond to Messages 7. Rearrange Apps 8. Claim Your Vanity URL
    • Page 8 of 12 How to Grow Fans & FollowersLeverage Your Existing MarketingUse your existing marketing efforts to promote your page. Email lists,direct mail lists, in-store signage, physical newsletters, fliers, menus,brochures, business cards, and signature cards all offer a great way topromote your new page.Claim Your PlaceFacebook lets businesses claim its Place page which allows customers to check in to yourphysical store location and share it with their friends. Businesses can also create special dealsfor people that check in. If you’re in retail, you definitely want to use this feature.Create Remarkable ContentThe point of being on Facebook is to form and develop community. In order to form anddevelop community, you must create content that fans and followers want or need. Creatingcontent that they view as remarkable, a phrase coined by Seth Godin, is “content that theycan’t do without.” Remarkable content helps solve problems and provides amazing offers thatthey can’t resist. Most importantly, if you can create content that fans find interesting enoughto remark upon, you will succeed in developing community.Off Facebook Calls-To-ActionSocial calls-to-action, such as adding Facebook like buttons to any content you create on yourwebsite or blog and offering Facebook fans special offers and promotions by liking your page,are examples of ways you should optimize your Facebook presence.The biggest reason why people like a page is because they were invited through an email orwebsite or they were driven to the page by an advertisement. Another popular reason isbecause they were referred by a friend to receive promotional offers.Adding widgets to your website is another way to optimize your off Facebook calls-to-action.
    • Page 9 of 12Develop a Conversational CalendarA conversational calendar is simply a planning tool that will help to keep your Facebook fansengaged with your page. It should consist of company goals, the approach the company willtake on Facebook and themes for each day. See sample conversational calendars provided byFacebook below.
    • Page 10 of 12You may access these calendars in the Facebook Paged Optimization Guide.
    • Page 11 of 12 How to Find CustomersFacebook Ads You can find out how many potential customers you have on Facebook without even running an advertisement. Simply sign up or have a professional marketer sign up for Facebook Ads and you can begin to target users based on demographics and interests, seeing a specific, immediate reach that changes with every choice you make.This platform is truly something that every business should try. Were talking about a dailyuser-base of over 500 million users worldwide. Try it!Check out this special $50 offer from Facebook Advertising!The Value of Geo-TargetingGeo-targeting is simply targeting an audience by location. With the click of a button in theFacebook Ads Manager platform, we are able to see an immediate number of people that thechosen criteria will reach. We can offer ads to everyone on Facebook, a particular state, city, ora surrounding area based on radius around some point.The Value of Behavioral TargetingBehavioral targeting is simply targeting an audience by what your audience is interested in.With the same immediacy of geo-targeted criteria in the Facebook Ads Manager, we are able totarget by: language, education, work, age, gender, birthday, relationship status, likes andinterests, friend connections and connections. This is an area where Facebook has an edgeover most other advertising platforms and a compelling reason for businesses to try it. Thespecificity of the target audience is remarkable. We can target more specific interests as well,such as entertainment properties, celebrities, sports teams and players, political figures, and soon. You can literally choose your most ideal target audience. All that said, you will need aprofessional to write and test creative ads that compel targeted users to take action.Examples: A dental practice could target women within the geographic area it is located, and ina certain age range, that like a particular TV show which most of its clients like. A sports storecould target fans of the particular apparel it’s offering. Business-to-business services can targetprospective customers by title or by interests - a commercial real estate company might targetthe titles “business owner”,” President”, “CEO”, or “COO”.
    • Page 12 of 12 Free Additional Resources Facebook Timeline Introduction Facebook Marketing Solutions Online Database of Social Media Governance Policy DatabaseSocial Media Policies About eLink Design eLink Design is unique from nearly every Internet Marketing company through its broad offering of in-house services, empowering clients across all facets of the economy to work with a single company to design, develop, host, maintain, support, and market their websites.