Facebook

Facebook

Are You Ready to Capture Gobs of Dough?

Facebook Can Link Readers to Your Blog Post

Let’s do some Facebook advertising.

     You will need to have a blog post page set up on your website. The posts will be mainly informational with a few having a soft sell.

     Ratio – sequence of eight informational, one soft sell.

     A soft sell could be a case study involving your product.

Here’s a couple of quick ways to advertise:

  1. If you have a good number of “likes” and followers for your news feed, then:

    1. Write and send a post news feed identifying useful content related to your industry and/or product.
      Just info, not salesy.

    2. Add a link to the website post for the useful content.

    3. Again – sequence, eight informational, one soft sell.

    4. Do a “boost” for the news feed post.

  2. If you don’t have a good number of “likes” and followers for your news feed, then:

    1. Write a Face book advertisement identifying useful content related to your industry and/or product.

    2. Add a link to the website post for the useful content.

    3. Again – sequence, eight informational, one soft sell.

    4. On the post, ask for the email address of the reader if the reader would like to receive additional informational posts (or a newsletter).

    5. Or you could ask for a “like” or a “comment.”

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Ok, following is more detail about setting up Facebook advertising and measuring results.

Some marketing facts about Facebook and how they benefit you.

  • Facebook is considered to be an outstanding advertising platform by its nearly two billion active users.

  • Why?

    • Facebook guides you to a practical way to create a close relationship with your customers.

    • You actually can develop a group of customers that become evangelists supporting your brand and company.

    • And by the way – Facebook happens to be the largest social media platform.


Do some background research

  • Assuming you have the following from your content marketing plan.

    • Goals.

    • The interests of the people you’re creating blog posts for (buyer personas).

    • Keyword themes based on the buyer persona interests.

  • Identify the companies on Facebook that are similar to yours and do Facebook well.

    • Log into Facebook and enter a keyword or phrase in the search box.

      • You will need at least a Facebook “profile” for you to log in.

    • Click “See All Results For” then “Pages.”

    • Browse to find company pages that are of interest to you.

    • Note how the company has set up their Facebook page.

      • The “likes” and “dislikes.”

      • Click “Like” and go back to your Facebook “news feed” and click “Pages feed” in the left column.

      • Review their post content.

    • You can use their post content to create “reverse engineer” content for your blog post.

    • You will find companies you “like” will start marketing to you.

      • Result – more input for your “reverse engineer” posts.

    • Once you set up a page on Facebook for your own company, Facebook will prompt you to look at similar and great performing companies.

      • Click the Insights tab.

      • Next, click on “Pages to watch.”

      • One source to look at are “Companies to Emulate.” This is a look at companies that are performing very well on Facebook.

What does Facebook like that will show up as a major benefit for you?

  • Posts that get a lot of likes, comments, and shares.

    • Facebook considers these posts to be highly engaging.

    • And heavily favors those posts to appear in your news feed.

  • Message – get interactive with other posts. And encourage other writers to interact with your posts.

    • That’s the Number one goal for your Facebook marketing – encouraging interactivity.

What drives up interactivity?

  • Emotion is the top driver by far.

    • Two others are Useful and Counterintuitive.

  • Include a good-looking photo or video.

  • Posts by people do better than posts by Pages.

How can you optimize your own company page?

 Here’s how:

  • Log in to https://www.facebook.com/ as an individual.

    • You’ll need to have at least a basic individual Facebook “profile” to start with on this activity.

  • To set up a business Page, go to https://www.facebook.com/pages/create.

  • Use the site to set up your Facebook business page.

  • Next, you optimize your settings.

    • On the Facebook Page, then use the top “settings” menu.

  • Click Page Roles > Admins

    • Recommend you have two Admins – you and one other.

  • General Settings – located under Settings, click General.

    • Visitor Posts – allows visitors to post to the page and also to add photos or videos.

      Turn it on if you trust your fans.

    • Tagging ability – allows users to tag others.

    • Page Moderation and Profanity Filter – turn on to block nasty words.

    • Other Items – you can stroll through the list. Default settings are fine.

  • About Your Page

    • Fill out this information.

    • If you are a local business and you’re OK with check-ins, click “Edit Page Info” and fill in.

  • Enable the Review Tab.

    • If you are a local business, enable the review tab.

    • To do so, go to Settings > Edit Page > Add a Tab > Reviews.

  • Tabs.

    • Reorganize your tabs by clicking Settings > Edit Page

  • Call to Action Button.

    • Allows you to promote an action such as “sign up for our newsletter.”

    • Set up your cover photo and profile picture

  • Facebook loves photos.

    • It will be well worth your time to add a photogenic cover photo and profile picture to your Page.

    • As an extra, the best practitioners of this activity rotate pictures in an out by the season and with special occasions.

  • Go to https://www.facebook.com/help/1217373834962306 for Facebook help on adding a cover photo and a profile picture to your Facebook Page.

Have a posting strategy.

  • Here’s where your Content Marketing skills come in.

    • Success with your social media marketing is dependent on the quality of your content.

    • You will need a lot of content – minimum goal is for one post a day.

    • A “Write a post” box appears when you first log in to your Facebook Page.

    • Clicking the three dots reveals a list of options for a post.

  • Some common categories to post are:

    • Blog post summaries.

    • Video.

    • Photographs/images.

    • Infographics.

    • Quotes.

    • Quizzes/surveys.

Remember from the Content Marketing Post – the four sources of content:

  1. Input from within your company and customers.

    1. Memorable quotes.

    2. Customer reviews and comments.

    3. Data to produce an infographic.

    4. People interacting on Twitter, Facebook, or LinkedIn.

  2. Use other people’s content to “curate” your blog post.

    1. Summarize the content using different words and make it available to your readers.

    2. You’re becoming an expert that is helpful in the reader’s eyes.

    3. You can add comments on the content that you’re curating.

    4. You can even use other people’s content to create an infographic or a meme.

  3. User generated content.

    1. Content generated by an employee in your business.

    2. Ask other bloggers to comment on your product.

    3. Reach out to Influencers in your industry for comment on what you’re offering.

  4. Interact with readers who comment, like, or share your content.

    1. An alternative – comment, like, or share to other bloggers in your industry.

Also remember about posts:

  • Posts are centered around “What’s in it for them?”

  • Follow the sequence of eight business informational posts. Then one to “buy my brand.”

  • Posts contain a lot of emotion and counter intuitiveness urging the content to be shared with others.

  • Pay attention to likes/dislikes, comments, and shares.

Some free ways to promote your Facebook page and posts:

  • If your help has contact with customers, have them ask the customer to like your Facebook page and even share it with others.

  • Hashtags are available on Facebook.

    • Create a custom hashtag (hashtag with a keyword) and include it in your posts.

    • Example: #organic yields 5 organizations to join, photos, videos, and a newsfeed you like and interact with. Plus a series of 5 filters to narrow down your search.

    • Click https://www.facebook.com/help/587836257914341 for Facebook help on using a hashtag.

  • Do some cross-promotion.

    • Link your website, Facebook page, blog posts, Twitter, etc. to each other.

  • Use the Facebook Messenger for text message business app.

    • Available from your Facebook page by clicking Settings > General > Messages.

    • Check the box that will allow people to contact your Page.

  • Email your customer list and ask them to like your Page.

  • You can interact with other Pages with likes, comments, and/or shares.

    • Work on co-promotion.

    • Other Pages with common interest on your keyword theme.

    • Click https://www.facebook.com/help/465690686905994 for a Facebook help post on “How do I like or comment as my Page on another Page’s post?”

  • Embed you Facebook Page on your website with a Facebook or a WordPress plug-in.

  • Ask your customers to share the content they like with others.

  • Respond to a fan’s like, comment, or share in the comments section.

  • Reach out to Influencers to share your content.

  • A local business can use the customer review process for promotions.

      Facebook audiences to set up for advertising.

  • Facebook Pixel audiences.

    • Install the Facebook Pixel on your website.

    • Warning – it is a complicated process to install the Facebook Pixel.

    • This will combine the data about a person from the Facebook Page with that from the website.

    • You will be using the Facebook Pixel to define a custom audience.

    • Then you can use the audiences as a target for your Facebook ads.

  • Demographically defined audiences.

    • From your Facebook page, click Promotions > Audiences.

    • First, go into the various options that appear to be combining or separating people with “and” or “or.”

    • Options for keywords and interests.

    • Besides including people, there is an optional “exclude.”

    • Then input Gender, Age, and Location.

    • Save your audience with a name.

  • Audiences from email lists.

    • Basically, it’s uploading a list of email addresses into a custom audience.

    • Go to Facebook Page > Ads Manager > All Tools > Assets > Audience.

    • Click “Create Audience,” then select “Custom Audience.”

    • Next, select “Customer File.”

    • Next, upload a customer email list or you can use MailChimp if you’re using it.

Facebook Advertising – have a promotion strategy

  • Boost a post.

    • You’re paying Facebook to place your post at the top of the news feed.

    • Most common method for advertising.

  • Get more messages.

    • You can use Facebook Message promoting to people using Messenger.

  • Local business promotion.

    • Introduce your Facebook Page to your locale.

    • Grow your likes building your audience.

  • Promote your page to demographic targets.

    • Grow your likes building your audience.

  • Encourage people to watch your video.

  • Have your posts advertise the link to your website.

  • Advertise useful, emotional information on your posts to gather email addresses for an audience.

Measure how you’re doing on becoming a trusted expert for readers.
And how you’re doing with sales!

Measuring your results is divided into two parts:

  • Facebook Insights – a look at the reach of your post and its engagement. Find out what information readers are looking for.

  • Google Analytics – a look at Facebook traffic and what happens when a click is made to your website.

    A sale? Yes! What drove it?

Facebook Insights.

  • Measure the growth of Page likes.

  • Analyze the interactivity (likes, comments, shares) of specific posts – seek out a common driver.

Google Analytics

References:

  • The Social Media Marketing Workbook in 2019 – Jason McDonald.

  • Facebook Help.

  • Google Analytics.

Final notes.

  • There is a lot activity available for Facebook advertising. Maybe, too much.

  • To start with, just take a simple step.

    • Create a Facebook news post with a link to an informational blog post on your website.

    • Recommendation – series of eight informational posts followed by one “buy my brand” soft sell.

  • An alternate – if you don’t have a lot of news feed followers, consider placing an ad on Facebook with a link to an informational post.

  • With that info blog post, ask the reader for their email address to send them additional informational posts.
    Or to send a newsletter.