Discover what kind of Facebook content far outperforms the rest, the data insights that matter, top tools for promotion and amplification of your posts, how to affordably boost your content to custom audiences, and the most effective ways to drive actions and conversions using Facebook Business Manager.

1. FACEBOOK FOR BUSINESS
LEARNING LAB:

2. Nykea Behiel
Director of Marketing, Rock & Bloom

3. Marketing
Campaigns
Brand
Identity
brand identity creation,
brand refresh, key
messaging, company and
product naming, websites,
collateral, video
marketing strategy,
campaign planning,
research and analysis,
persona work

4. Agenda
Facebook for Business
1. Why Facebook
2. Features & Applications
3. Business Manager
4. The Power Tools
5. Landing Your Content

5. Why Facebook

6. Facebook History

7. Facebook History

8. Facebook History
Nykea
joins!

9. Facebook History

10. Social Media
Powerhouse

11. Facebook has more data on users than any
organization in human history.

12. It’s where your customers are!

13. The Advantage
Biggest

14. You can get hyper specific

16. And it works!
37.36x return on ad spend

17. Features & Applications

18. Common Features Which Benefit Business
Features
VideoNews Feed MessengerEvents
Pixel
Business
Manager
Integration with
Instagram
Attribution

19. Translating Your Message
Applications for Business
Invite audiences
to events
Sell products
directly on
Facebook
Share tailored
content with
your audience(s)
Create
conversations
with users on
platform
Link original
content to blogs,
website, etc.
Drive users down
funnel with
sequencing

20. Facebook
Business Manager

21. Facebook Business Manager is a free tool from Facebook
that lets you manage multiple pages, admins, your
audience and ads across both Facebook and Instagram.
A must-have tool for any
modern day business.

22. Business Page vs Business Manager

23. ● Makes it easier to organize all of your Facebook assets
● Have more control over who has access to individual assets
● Access more powerful tools that are only available in FBM
● Analyze campaigns with in-depth analytics and conversion tracking
Benefits of Facebook Business Manager
Why Use Business Manager?

24. 1. Create a new Facebook Business Manager account:
https://business.facebook.com
2. Add your Facebook Page as the Primary Page for Your
Business Manager account.
3. Add (or create a new) Ad Account to your Facebook Business
Manager
4. Add People to your Business Manager Account (and assign
them the appropriate level of access to the pages/accounts
they’ll be working on)
Facebook Business Manager
Set Up

25. Tools for Facebook
Business Manager

26. The BIGGEST mistake
advertisers make...
Targeting too broadly /
not knowing your audience

27. Customer Personas
Know Your Audience

28. Customer Personas
Know Your Audience

30. The golden rule: the more specific
your audience, the better

31. Find Your Audience
Facebook offers the incredible potential to target users based
on demographics, location, interests, behaviours and more.

32. Business Page and Built-In Insights

33. Overview: View of
Actions, Page Views,
Page Likes, Reach,
Engagements and Videos
Facebook Insights

34. 1. Posts with high engagement (indicates a lot of people are
resonating)
2. Post which have a high organic reach vs. paid (indicates that is
is more “viral” in nature)
3. Posts with a high number of Impressions (indicates the
Facebook algorithm is showing it more than other posts)
Things to Look For
Important metrics

35. Audience Insights
More powerful tool compared to the People tab on Page

36. ● Who is your audience?
● What is that audience doing ?
● Where did that interaction take place?
● When did that interaction take place?
● Why does some content perform better than others?
Making Sense of Facebook Insights
Important metrics

37. Not All Leads Are Created Equal

38. Cold (Top Funnel) : Brand new audiences
who have never heard of you. This group is
often the most expensive to reach.
This is who we are targeting with interest and
behaviour data.
Audience Types

39. Warm (Middle Funnel) : They know who you are,
have maybe visited your website or liked a social
post, but have not taken any bigger steps to engage
with you
This is who we are targeting with custom audiences.
ie. signed up for your eNews, ATC Abandoners, ad
engagers, lookalike audiences.
Audience Types

40. Hot (Bottom Funnel) : These are audiences who have
already purchased, are the least expensive to reach
and most likely to engage with you again.
Tip: target these users again (via your Facebook pixel)
after your product lifecycle has elapsed, for upsell
opportunities and loyalty offers
Audience Types

41. What is it? The Pixel is a string of code that allows Facebook to
track, match, and analyze users behaviour on the website. This
can be page views, searches on site, add to carts, registers, and
purchases.
Advertisers attach a piece of hidden code to key events on the
website that allow data to be captured via data parameters. This
allows your website to “speak” to Facebook and share
information.
The Facebook Pixel

43. Landing Your Content

44. The #1 secret to landing
your content...

47. Always tell a story
The #1 secret to landing
your content is to

48. Facebook and Instagram allow you to be mind-blowingly specific
when choosing your audience.
You can target based on geographics, keywords, lifestyle, job title
and more, allowing you to connect with a specific demo like
never before.
Target Effectively

49. Facebook allows you to track and see performance through its
pixel, allowing you to pay only for what’s working.
This allows you to start creating data driven audiences like: 50%
Video Viewers, ATC Abandoners, Past Purchasers, Top 10% Time
Spent on Site, Frequent Visitors.
Don’t forget to create look-alikes!
Put Your Money Where Your
Performance Is

50. Role Reversal

51. Through built-in tools like Facebook Analytics and Google
Analytics, you can easily see which ads are performing and which
posts are resonating and which ones are not, and adjust
accordingly.
Build, test, adjust.
Analyze and Adjust

52. Pay to Play
Ensure your content is being seen by:
a) boosting your posts/events/page or
b) creating ad campaigns

53. It is recommended to boost your posts from within the ads
manager.
● Greater control over objectives and optimization goals
● More precise audience targeting
● Total control and organization
Where to Boost?
Page vs Ads Manager

54. If boosting heavily, purchase a tool that allows for automatic boost posting. Create a
strategy that allows the tools to automatically push money behind posts that are
working effectively organically.
● If not, you should be boosting every meaningful post you share with a minimum
budget. Try $1-$5.
● If you can only choose a few, boost the content that is resonating the most with
your audience.
● Create a formula that works with your goals.
○ X Engagements in >X Hours of Posting
How Much to Spend?
Generic content

55. Set Performance Expectations

56. Top of Funnel Strategy = Bottom Funnel
Results
Audience #1: Website Visitors Past 30 - 180 Days + Email Subscribers Minus Purchase
Conversions Last 30 - 180 Days
Audience #2: Specific Web Page Visitors (Top 20% Time on Site) In Last 30 Days
Minus All Purchase Conversions Last 30 Days

57. Next Steps
Measuring and optimizing.
See how your ads perform and change variables to see if you can
drive better results.
i.e. Image, Audience, Ad Copy, Landing Page

58. ● Test, test, test - multiple Objectives, multiple Audiences, multiple Ads
● Keep what’s working - If using a new audience, leverage “Use Existing Post” feature
to maintain social engagement between both audiences. Don’t even edit the ads!
● Interest audiences are mainly for introducing your product/ service. Use custom
audiences to start driving real results. The more data you can stuff through a pixel,
the better.
● Fill out your entire profile — story, impressum, etc
● Make content with a story
● Find, create, and share content that’s relevant to your products
● Consider a group if discussion is key to your product / service
● Try video ads with transcription
● No one wants to be first to the party — share your content / ads with your team so
they can react right away
Tips for Facebook
Organic and Paid

59. Questions?