How To Market Just About Anything on Facebook

Ashley Ward | Madhouse Matters | @AshleyMadhatter
How to Market Just About Anything on Facebook

ASHLEY WARD
CEO & Founder
Madhouse Matters
 Social Media Manager
 Facebook Advertiser
 Blogger
 Web Developer
 SEO
 IPA Drinker
 Everything Else
@AshleyMadhatter

WHAT IS FACEBOOK, REALLY?
 An online social networking service
 Headquartered in Menlo Park, California
 Launched on February 4, 2004 by Mark Zuckerberg with his Harvard College roommates
 1.49 billion monthly active users

LET’S DIVE A LITTER DEEPER

UNDERSTAND FACEBOOK
It’s important to look at what Facebook is for
users, not just for businesses, in order to
develop a plan for Business Pages:
• An online place for people to be cyber-social
• Source of communication
• Place to follow trends and businesses
• Stalk Family and Friends
• See too many photos of babies, wedding you
weren’t invited to, and trips you’re highly
jealous of.

WHY SHOULD ALL BUSINESSES
BE ON FACEBOOK?
• Create conversation with customers and potential leads
• Engage with new fans and create new business opportunities
• Respond to customer service requests and questions
• Develop and share your brand’s voice
• Humanize the company and employees
• Build a community

WHY SHOULD YOUR BUSINESS
SPEND MO’ MONEY ON FACEBOOK?
• Eliminate the low-to-no organic reach issue
• Reach users on mobile devices
• Increase online and in-store sales
• Target new potential customers from
your existing demographic
• Accomplish measurable business goals:
• Conversions
• Website Traffic
• App Downloads
• eCommerce Sales
• …and more!

BUT, MY BUSINESS IS DIFFERENT
“My Customers Aren’t On Facebook”

UM, YES, YES THEY ARE.

BUT, ISN’T FACEBOOK JUST FOR YOUNG PEOPLE…. LIKE
TEENAGERS? -_-
1) Teens (13-17) on Facebook have declined –25.3% over the last 3 years.
2) Over the same period of time, ages 55+ has exploded with +80.4%
growth in the last 3 years.
Source: ISL

REGARDLESS OF WHAT KIND
OF BUSINESS YOU HAVE..
You can use Facebook Ads to:
• Increase engagement
• Increase conversions
• Increase website traffic
• Increase App downloads
• Increase event sign ups
• Increase eCommerce
• Increase video views
• Increase ROI

HOW DO YOU DO FACEBOOK FOR BUSINESS
THE RIGHT WAY?

STEP 1:
INFORMATION
People come to your Business Facebook page to
interact and get more information. So provide it.
• Promote posts with special offers
• Give your Facebook users a special offer that only they
can access.
• Promote posts with updated information
• Have you moved locations? Opened up a new
location? Hired a new manager? Let the people of
Facebook know!
• Fill in all of your “About” info
• Update your Business Page with the latest business
information and best way to contact you

STEP 2:
COMMUNICATION
As a business, it’s vital to respond in a timely matter
to any and all of your customers requests, especially
on Facebook.
• Comment back to keep communication going
• Comment back using “Reply”.
• Answer any and all questions on the page
• Answer questions and provide a link to the website for more
information
• Respond to reviews
• Thank them or address the issue.
• Stay on Top of Private Messages
• Message back asap and provide a direct email address to
reach customer service.
• Encourage Tagging
• When people comment by tagging friends, like the comment
and encourage friends to interact.

STEP 3: ADVERTISE
• Choose an Objective
• Pick a goal you want to accomplish using Facebook Advertising
• Create Your Audience
• Go through the ad filling in your demographic information: location, behaviors, buying habits, Facebook
pages they like, mobile audiences, lookalike audiences, etc.
• Design a CTA
• Create a powerful call to action in your advertisement’s headlines, body and text
• A/B Test Different Ads
• Have multiple ads running to accomplish the same goals, while A/B testing which performs better

TYPES OF ADS FOR DIFFERENT BUSINESSES
Retail
Home décor
Gift shop
Clothing companies
Sports and recreation
1. Page Likes to increase exposure
and fans on Facebook
2. Promoted Posts to promote
offers and sales
3. Clicks to Website to direct traffic
to specific pages on a website –
also increase web traffic
4. Increase Conversions to not only
direct traffic, but track sales
from Facebook
Services
Auto repair
Medical Industry
Beauty salons
Local restaurants
Mom & Pop shops
1. Page Likes to increase exposure
and fans on Facebook
2. Promoted Posts to promote
offers and sales
3. Clicks to Website to direct traffic
to specific pages on a website –
also increase web traffic
Apps
Home décor
Gift shop
Clothing companies
Sports and recreation
1. Page Likes on Mobile Devices to
increase exposure and fans on
Facebook
2. Promoted Posts on Mobile
Devices to promote offers and
sales
3. App Installs to increase App
downloads, customers, and
new fans
4. Video Views to promote your
App using videos and How-Tos

FB ADVERTISING: TIPS
Write a Clear Call to Action
• Facebook users need to know what
to do with your ad. Click on it, “Like”
your page, sign up on their website,
etc.
Avoid Using the Color Blue
• The images you use for FB Ads
should be high quality, with no
pixelation. Also avoid the color blue
in images to help your ad stand out
and not blend in with Facebook’s
blue platform.

Target At Least 10,000 People
• Facebook recommends targeting at least
10,000 people when customizing your
audience. A smaller audience is harder to
reach and can increase your Cost Per
Objective. This is great for more targeted
audiences and bad for small budgets.
Optimize To Achieve Real Goals
• Choose the optimization based on what
you are trying to receive: clicks,
engagement, unique reach, impressions,
instead of leaving it up to Facebook.

Create Different Audiences For Multiple Ads
• Custom Audiences connects you with people who have
already shown an interest in your business. Create an
audience from your customer contacts like email
newsletters, website traffic or mobile app.
• Lookalike Audiences created audiences that look like your
demographic and have similar interests. You can create a
lookalike audience based on people who like your Page,
conversion pixels or any of your existing Custom
Audiences.
• Saved Target Group is like copying and pasting your
regular ad demographics. Choose your audiences,
demographics, interests and behaviors, then save them to
reuse in future ads. This saves time when creating future
ads.

Reach Mobile Users
• Include “Mobile Device” as a targeting option for
your advertisements.
Use Multiple Images and Videos
• Video is quickly beating images in online
engagement. Use short video clips in your ads to
help increase results. Multiple images are great for
showcasing multiple offers and products.
Test Different Headlines and Content
• Using the same objective, test 2-3 different
headlines until you find the best performing one.
Then test for content and images/video. Keep
testing until you’ve found the sweet spot.

WHAT NOT TO DO
WHEN IT COMES TO FACEBOOK ADVERTISING

WHAT NOT TO DO:
LIMIT THE BUDGET
Finding success with Facebook ads takes a
flexible budget, one that allows you to test until
you’ve found the “sweet spot”.
• Choose a Monthly Testing Budget
• Decide how much your business can afford on a
monthly basis, including a “testing” budget that may
not have a huge ROI.
• Go Full Force
• Once you’ve found your most successful ads through
A/B testing allocate most of your budget towards those
ads, while leaving about 20% for further testing.
• You Get What You Put In
• You can’t compare your business and it’s budget to
your competitor with three times your budget. They
may be getting 3x your success because their budget is
larger.

WHAT NOT TO DO:
LEAVING AN AD ALONE
Just because your ad is finally performing well
doesn’t mean it will continue to. Constantly
update ads based on their frequency and stats.
• Avoid Showing the Same Ad to the Same Audience
• Experiment with new audiences and new ad types to see
what types of audiences respond best.
• Check the Frequency of an Ad
• Is your ad being shown 4 times before an action is taken? It
might be time to refresh your ad and create something
more engaging.
• A/B/C/D/E/F Test Your Ads
• Never stop testing ads. No matter how successful you get
at Facebook Advertising there is always room for a better
ad to take your place and accomplish your goals.

KEY TAKEAWAYS
GET READY TO TWEET ALL OF THIS NOW!

FACEBOOK FOR BUSINESS
1. Average Facebook Cost Per Click is $0.27.
Source: Kinetic Social
2. Use multiple images in ads to showcase multiple products/offers.
3. Best CTR for a call to action button on Facebook: “Learn More”.
Source: Adroll
4. Advertise on mobile to reach a larger audience.
5. Avoid using the color blue in ads with images and videos.
6. 50% of all social referrals to ecommerce websites come from Facebook.
Source: Business Insider
7. Test different headline variations for best performing ads.
8. Create different audiences for ease of advertising, as well as to create new
demographics based on your existing demographic.
9. Avoid over saturating your ads by continuously showing the same ad to
the same audience.
10. Every business has an opportunity to grow on Facebook.

DOWNLOAD THIS
bit.ly/FacebookEverything
@AshleyMadhatter

IMAGE SOURCES
Slide 1: Facebook Ads Source - Obonge Blog
http://www.ogbongeblog.com/2015/09/video-how-to-target-only-blackberry-users-facebook-ads.html
Slide 3: What is Facebook Source - Kinooze http://kinooze.com/wp-content/uploads/2012/09/facebook1.jpg
Slide 5: How Does Facebook Make Money – Soshable http://soshable.com/what-is-facebook-selling/
Slide 6: Why Should Businesses be on Facebook: Krash Creative: http://krashcreative.com/why-should-business-be-on-facebook/
Slide 8: Facebook Stats - Freaky Fresh Marketing: http://freakyfreshmarketing.com/2015/05/why-is-facebook-important-for-my-business/
Slide 8: Facebook Chart Source - Facebook and Cloudrock Asia http://cloudrock.asia/facebook-statistics-2015/
Slide 11: Facebook Demographic Chart - Source Jetscram: http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-
demographics-2014/
Slide 16: Facebook Ads Source Ad Espresso: http://adespresso.com/academy/blog/facebook-ad-copy/
Slide 18: Facebook Ad Ninja Source Sport Life Blog: http://sportslife7.blogspot.com/2009/12/25-bad-facebook-advertisements.html
Slide 28: Thank You Mark Zuckerberg – Pelwaves: http://pelwaves.com/facebook-reaches-500-million-users-thanks-says-mark-zuckerberg/

How To Market Just About Anything on Facebook

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