Small & Sprightly: How a Small Brand Can Rock Facebook
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Small & Sprightly: How a Small Brand Can Rock Facebook



Social Media can be an overwhelming realm for a small business, but these days it’s becoming more and more necessary....

Social Media can be an overwhelming realm for a small business, but these days it’s becoming more and more necessary.
Facebook, in particular, has become a social network that is an absolute must for any and all companies. It’s a great way to attract and communicate with your customers, to increase awareness of your business, and to form long-lasting relationships.
However, Facebook has become a tricky platform to navigate: from posts to pictures to ads, where does one begin??
Not to worry – we’re here to help… The following tips will have your brand rocking Facebook in no time!



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    Small & Sprightly: How a Small Brand Can Rock Facebook Small & Sprightly: How a Small Brand Can Rock Facebook Document Transcript

    • Small & Sprightly:How a Small Brand Can Rock Facebook
    • Table of Contents(click to navigate)Introduction ................................................................. 3Grow Your Audience .................................................... 4Contests ...................................................................... 5Content, Content, Content! .......................................... 7The Art of Facebook Ads ............................................. 0 1The 5 Keys to Facebook Ads ...................................... 16
    • IntroHow a Small Brand Can Rock FacebookSocial Media can be an overwhelming realm for a small business,but these days it’s becoming more and more necessary.Facebook, in particular, has become a social network that is anabsolute must for any and all companies. It’s a great way to attractand communicate with your customers, to increase awareness ofyour business, and to form long-lasting relationships.However, Facebook has become a tricky platform to navigate: fromposts to pictures to ads, where does one begin??Not to worry – we’re here to help… The following tips willhave your brand rocking Facebook in no time! 3
    • + Grow Your Audience If you’re just getting your company onto Facebook, then the first order of business is connecting with your current customers, as well as attracting a bigger audience. The first step will be to set up an attractive page (use the best photos you have – now a larger cover photo (851 X 315 pixels) and a smaller profile picture (180 X 180) are necessary; use the Facebook timeline to tell your company’s story – perhaps using older photos where possible). Then dig up any emails you have collected over time to let your customers know that your business is on Facebook – send them an email encouraging them to follow you on Facebook, letting them know that fun content and special offers will be available on your page. The second step will be growing your audience. It’s hard to generate valuable engagement when you only have a handful of followers, so let’s increase that number! The best way we have found for growing that initial audience is with contests backed by ads (see more on Facebook ads on page 10). 4
    • ContestsIf your business is a restaurant, create a dinner contest (whowouldn’t want to win a free dinner?!). People must ‘Like’ your pageand submit their email to enter, so you end up growing your emaillist as well as your fan base. 5
    • ContestsOther businessescan run conteststhat give peoplespecial access toevents – Any sort of freebie or “special status” works for a giveaway! 6
    • Content, Content, Content!With many recent Facebook changes, one thing has become clear:visual stimulation is key for a successful Facebook page. Gorgeousphotos with brief, funny, light, and/or appealing captions dotremendously well in stimulating engagement.Take a look at this attractive Cappuccino pic – note how muchengagement it generated. Notice that the caption wasn’t pushy, butrather light and appealing. Folks online (as in life) tend to respond betterto an interesting observation or a conversational tone, versus a salespitch. Of course, it’s ok to let your customers know what you have tooffer, but it’s best to do it in a fun way.This Cappuccino photo did so well so quickly that we decided topromote it even further with a page post ad – the trick to these adsis also visual appeal. (see page 15 for more on page post ads) 7
    • Content, Content, Content! We had an inkling that the photo below would also get a lot of positive feedback, so we promoted the post – just $15 spent and look at the impact. (For more on promoted posts, see page 14.)The photo below, with its lively caption, generated numerous ‘Likes’ as well. So, remember: Appealing Photos + Fun Captions = High Engagement! 8
    • Content, Content, Content! The content you post doesn’t always have to be about your products, directly. Think about what subject matter may be interesting, useful, or just plain funny to your audience:Videos, articles, photos – all are up for grabs if they appeal to your audience. Mix those in with photosof your products/services, information about who you are, contests or promotions that engage yourfans. Be light, have fun as you do this – your audience will respond in kind! 9
    • The Art of Facebook AdsFacebook ads are essential for small businesses looking to buildgreater social engagement. There are two types of ad formats thatcan be used to reach your desired audience, CPC (cost per click)and CPM (cost per 1,000 impressions).The average CTR (click through rate) for an internet ad is generally.1%, but Facebook’s average is much lower – about .05% – thoughalso much cheaper (a better investment for a limited budget). Whilethis average may seem very low, we have had great success withads getting CTR’s of .2% or higher on Facebook.The most important part of any Facebook ad is the picture andtargeting. You can have great ad copy, but with a boring pictureand poor targeting, your ad is not going to get any traction.Facebook is becoming increasingly more visual and an eye-catching picture is imperative for a successful advertisement.Facebook is an instantaneous medium: you’ll know within a coupleof hours (from the time your ad is approved) if your ad is successfulor not. Initially, you should always create a couple different ads tofigure out which combination of copy and visuals performs the best.Facebook blasts out your ad once you’ve created it and if it doesn’tperform, you will waste your ad budget. In order to prevent this, youshould always review your ads within 2 hours of creation. This initialtest period will tell you which ads to stop or to adjust. 10
    • The Art of Facebook AdsFacebook has been the subject of great debate due to the IPOflop and GM’s public departure from using Facebook ads. If youare a small business owner, it is best to ignore this debate. Wewill tell you first hand, Facebook ads are extremely important forsmall businesses. We have had great success with Facebook adsand have packed events solely though Facebook promotion. Ifyour business does not use Facebook ads, your social marketingcampaign will never reach its full potential.Remember, the whole point of Facebook marketing is to put apersonality behind your brand. Do the same with your ads!Picture and CopyFacebook gives you 90 characters to use when writing ad copy.Ideally you want to create the best copy using the smallest amountof text possible. Be short, get to the point, and don’t use too manyexclamation points or CAPS.Ads with a ton of text generally do not perform well. To get aroundthis, try adding text into your picture, this way you can write less,but still get the point across. Your picture is essentially the mostimportant part of your ad. Ads with pictures of people tend toperform better than pictures with no people. Pictures of food, pets,drinks, and beautiful scenery also perform well. 11
    • The Art of Facebook AdsTargetingTargeting your ads correctly is just as important as having quality image andcopy. You could have a great ad, but with poor targeting, you’ll spend yourentire budget without reaching the right people.How you should target your ad depends on your goal, as well as the type ofbusiness you’re promoting.The first step in ad targeting is picking a location. You can go as broad asan entire country or as specific as a single zip code. For example, for a localbusiness in New York City, we find that targeting by zip code works best tobring in foot traffic. If you’re a global or national brand, then targeting by citywill be optimal in order to generate brand awareness. Keep in mind: this alldepends on the goal of your ad.Next up is age and gender, which are pretty self-explanatory.Finally, we have precise interests and broad categories. The more preciseinterestsyou select, the larger your target audience will be. This helps push your ad topeople who will actually be interested in what you have to say. You should addas many precise interests as possible to ensure you do not leave people out.Broad categories allow you to get even more specific with your targeting. Youcan target people who have recently married, recently moved; you can eventarget specific races.Facebook ad targeting is key for small businesses because it allows us to tapinto niche markets. 12
    • The Art of Facebook Ads CPC (Cost Per Click)CPC CPC ads work best when you want the target audience to click on and look through your Facebook page or website. With these ads, you’re bidding and paying for clicks. The more popular your ad, the less you will pay for each click. For example, if you bid a maximum of $1.50 for each click and you get a ton of clicks, your cost per click is going to drop significantly (we’ve gotten it down to below $0.10 a click). If you have a strong call-to-action, i.e., you want your target audience to join a seminar, make a purchase, or attend an event, CPC ads are going to give you the greatest ROI. CPM (Cost Per 1,000 Impressions)CPM CPM ads are more of a gamble compared to CPC ads. With these, Facebook knows that they’re going to get paid no matter what, so they blast your ad out to thousands of people, non-stop. If your ad is successful, you will get a ton of clicks with a low CPM cost. Of course, this works both ways… If your ad does not initially perform, you will spend your entire ad budget on nothing. Like I said above, it’s imperative that you check the status of your ads religiously after creation (especially with CPM ads). The last thing you want is to spend your budget with no results. For small business, this is key because they are likely to have smaller budgets. We find that CPMs are best for growing your page and building greater brand awareness, as opposed to voicing a call to action. CPM ads tend to get more people to become fans of your page, thus growing your audience – and as mentioned earlier, that’s very important in the beginning. 13
    • The Art of Facebook AdsPromoted PostsPromoted Posts are Facebook’s newest type of ad and are mosteffective for businesses/brands that have a large, active fan base(1,000 plus fans). These ads are also the only type of Facebookads that show up on mobile devices (very important: 50% ofFacebook’s users use the service via mobile).Facebook’s algorithm makes it so your fans see only 16% of yourcontent. All of your content is shown, but only 16% is delivered toyour fans. This may be a shock to some, but it prevents brandsfrom spamming. In order to frequently push content to more ofyour fans, promoted posts are REQUIRED. They are also verycost effective and affordable. You purchase these ads in smallincrements – as little as $5 – depending on how many people youwant to reach. Posts can be promoted for a maximum of 3 days.Promoted posts are set up like CPM ads and therefore you pay forimpressions. Facebook engagement is highest Monday throughWednesday, so we like to use these ads to boost engagementduring the slower days of the week (though they’re also greatto promote specific timely promotions). These ads are ideal foradvertising in a subtle way, because you’re just making sure thatcontent from your Facebook page is seen. They allow you toadvertise without explicitly saying, “Buy my product!” 14
    • The Art of Facebook AdsPage Post AdsYou can also create ads for your Facebook page posts. These adsare a good way to promote your posts to people who don’t alreadylike your page, without sacrificing your brand integrity. The picturesused for page post ads are also 18% larger than on traditional adpictures. This is significant because it allows you to use a moredetailed image.Page post ads also let you showcase videos that link directly toyour Facebook profile. This is the only way to advertise a videowithout having it link to YouTube or Vimeo page (this is ideal, sincebringing people to your Facebook page is what helps you growyour Facebook community).We like to use this ad format to promote a post that garners highengagement – we know the post is likely to get some interest andattract new fans since it has already done well with the currentfans. Unlike promoted posts, these do not show up on mobile. But,these can be targeted like any other ad and are only different inthat they originate from a page post (rather than being created fromscratch). Be careful – the character limit applies to these ads aswell. If it’s over 90 characters, it will be cut off at the last character.This is why you see “…” at the end of some ads or in the middle ofa word. You might have to play around with your wording a bit sothat your text is not cut off, or is cut off in an appropriate place. 15
    • The Art of Facebook Ads THE 5 KEYS TO FACEBOOK ADS1. Review your ads regularly It is imperative that you check your ads multiple times daily.2. Picture A good ad must have a great picture.3. Targeting You must target your ad in a way that represents your overall goal.4. Timing Think about real world events when launching your ad campaign – i.e., don’t launch an ad campaign during a holiday or on a Friday – it’s a waste of time and money.5. Budget Money is tight for small businesses, but don’t cheap out on ads. $100 a month in Facebook ads is not enough (we recommend at least $250). GO ALL IN! 16
    • We hope you find this paper helpful in building yourFacebook presence. If you’d like to take your digitalmarketing strategy to the next level, we’re here to help!To learn more about Able, visit our website or contact us directly: 212 873 1974 |