The document covers strategies to enhance visibility on Facebook, emphasizing the importance of understanding the platform's news feed algorithm and key factors influencing post rankings. It outlines best practices for creating engaging posts and effective advertisements, including targeting options and metrics to track campaign success. Additional resources for local online marketing are also provided, along with an invitation for a Q&A session.

1. HOSTS
Josh Melzer, VP of Marketing
Catherine Schutten, Content + Branding
Facebook
for Business
Photo credit: Facebook

2. What We Will Cover Today
• Starting point
• Facebook’s News Feed algorithm
• Anatomy of highly-visible posts
• Creating effective ads
• Additional resources
• Q&A
GOAL: Increase the reach of your posts and get back in
Facebook’s News Feed

3. You already know:
• How to build a
Facebook Page
• What type of content
resonates with your
customers
• How to expand your audience
• How to use Facebook Insights data
Starting Point
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4. Facebook’s
News Feed Algorithm

5. What is Facebook’s Algorithm?
Facebook’s algorithm
ranks which stories
appear (and which don’t)
in the News Feed
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6. Why Does it Matter?
Only highly-ranked
stories are shown in
user’s News Feed.
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7. Affinity
Score
Edge
Weight
Time
Decay
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The 3 Main Variables
That Influence Facebook’s News Feed Algorithm
1 2 3

8. 1. Affinity Score
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How it’s calculated:
• The strength of an
action
• How close the person
who took the action is to
your page
• How long ago people
associated with your page
took an action

9. 2. Weight
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A story is given a stronger
score if Facebook’s
algorithm thinks the user
will find it engaging.

10. 3. Time Decay
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How it’s calculated:
• How old a post is
• How long since a user
last logged into
Facebook
• How frequently a user
logs into Facebook

11. Account Settings
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• Relationship settings
• Post types
• Hide post
• Clicking on ads
• Device
• Story bumping and last actor

12. Check Your Score
Located in Your Facebook Insights Page
Analyze your page and see
the impact of EdgeRank.
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13. Anatomy of
Highly-Visible Posts

14. #LocalVoxWebinar
Let Facebook
visitors have an
experience your
business

15. Share a
helpful tip
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16. Ask simple
questions
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Ask questions
and engage with
your followers

17. #LocalVoxWebinar
Share an
inspiration

18. #LocalVoxWebinar
Deliver value
and special
offers

19. Celebrate and
encourage
customers
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20. #LocalVoxWebinar
Share in a
timely manner

21. Leverage
popular memes
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22. Don’t forget
Images!
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23. Don’t forget
about the
power of video
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24. Facebook
Advertising Overview

25. #LocalVoxWebinar
Why Facebook Advertising?
• 56% of Facebook users say
they have clicked on an
advertisement
• 51% of businesses that use
social advertising find it to
be effective

26. #LocalVoxWebinar
16% of page
subscribers
regularly see
your posts
A Facebook Fan
is worth $174

27. #LocalVoxWebinar
3 Types of Facebook Ads
1. External site ads
2. Page promoting ads
3. Promoted posts

28. #LocalVoxWebinar
These ads take users
away from Facebook and
to the advertiser’s
website.
External Site Ads

29. #LocalVoxWebinar
Page Promoting Ads
These ads allow you to
promote your page and
gain more Likes.

30. #LocalVoxWebinar
Promoted Posts
Help you reach more of
your fans

31. Creating Effective Ads

32. The Image is Most Important
Make it BIG
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33. Include Clear CTA’s
And the Social Proof to Drive It
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34. Target for Your Audience
With 6 Different Options
1. Country
2. Custom audiences
3. Interests
4. Gender
5. Behaviors
6. Connections
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35. Bidding Guidelines
For Effective Campaigns
• Track conversions
• Optimize your CPM
• Don’t bid too low and
miss out on people
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36. Best Practices
For Effective Campaigns
• Daily budget
= 5x your bid
• Conversion goal should
generate at least 25
conversions per day
• Don’t bid too low and miss
out on opportunities
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37. Key Metrics to Monitor
For Effective Campaigns
• Reach
• Frequency
• Cost per action
• Likes
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38. Additional Resources

39. Simple, Effective and Affordable
Local Online Marketing
 Search
 Social
 Mobile
 Email
 Advertising
 Website
 PR
 Lead Gen
Get your free SEO report today!
localvox.com/free-seo-report

40. E-Books
DOWNLOAD
localvox.com/resources
Blog
SUBSCRIBE
localvox.com/blog
More Local Marketing Resources

41. Q&A
Please use the chat feature to ask your
question.
If we don’t get to your question today,
email us at gethelp@localvox.com or tweet
us with #LocalVoxWebinar.