My Top Take-Aways on Effective Facebook Marketing

Earlier this week I had the opportunity to attend a Facebook marketing workshop which was actually put on by Facebook’s Small and Medium facebookscreensaverBusiness (SMB) Growth Global Marketing team. The workshop was led by Facebook SMB Growth team member, Nina Ferrito.

I was super-excited to attend because this was a great opportunity to learn about Facebook marketing straight from the horse’s mouth. There are so many self-proclaimed Facebook marketing gurus out there giving their own opinions about what you should be doing that it gets a little confusing.

Unfortunately, confusion doesn’t often lead to success. So this week I want to share what I learned directly from the original source–Facebook.

Interesting Facebook Statistics:

  • Facebook and Instagram account for 21% of all digital time (the total time people spend on digital media).
  • 128 million people visit Facebook each day
  • 101 million people visit Facebook on mobile devices each day
  • 113 million check-ins occur on Facebook each month
  • 72% of monthly Facebook users come back every single day
  • 38% of Facebook respondents said they have made a purchase based on a like or share

The 3 big picture objectives of Facebook marketing:

  • Increase awareness
  • Bring traffic to your site
  • Increase website converstion

The 5 main steps of Facebook marketing:

  • Create a business page (Don’t try to market on Facebook using your personal profile, it’s technically not allowed and it doesn’t have the same ability as a business page).
  • Create engaging content (I’ll say more about this later).
  • Create strategic ads.
  • Target your audience.
  • Measure your results.

Creating your Facebook page:

  • Include a profile photo and a cover photo that represents you and/or your brand
  • Complete ALL of the page info
  • Invite customers, friends, family and email contacts to like your page
  • Include a link to your website
  • Use “in-store” FB signage if you have a brick-and-mortar business
  • Pay special attention to your “About” section. This information is used to populate the graph search function and enables your page to show up when someone searches for a particular topic or when they like a similar page (suggested pages).
  • Add a physical address. 92% of all social searches for local businesses occur on Facebook. Adding your address will help you show up in the “nearby” feature.

Creating engaging content:

  • Use large colorful photos. FB users love photos of people and products.
  • Ask questions to engage fans.
  • Use links that drive traffic away from Facebook (ex. to your site or landing page)
  • Post at least 3 to 5 times per week. Do NOT post 2-3 times a day unless absolutely necessary. Keep it to 1 post per day max (I’ll tell you why in a moment).
  • Schedule some posts in advance to save time. You can schedule a whole month’s worth of posts using the schedule feature.

Getting into the newsfeed:

  • Posts go out to a percentage of fans on your page. You will not be able to reach them all with a regular post.
  • Here’s why: It’s impossible to reach everyone. FB can only fit about 1500 stories into a person’s newsfeed per day. The average person only sees about 200 of those stories because they aren’t just sitting on FB all day (hopefully). The more pages there are the more competition there is.
  • Only the most relevant posts get into the newsfeed because there is so much competition. This is why it is extremely important to post content that is relevant to your business. You don’t want to clutter up the newsfeed and reduce your chances of getting in front of your peeps by posting irrelevant or excessive posts.  This is also why you don’t post about your lunch on your business page unless your site is about food, nutrition, health, wellness, etc.
  • You can choose to boost your post to reach a larger audience.

Creating ads that drive sales:

As with any type of marketing or advertising you want to be strategic about it. Facebook marketing is a powerful tool because it lets you target customers precisely.

  • You can target people based on interests (likes bowling), location (lives in OH), demographics (dads), behaviors (just bought a car).
  • Facebook just launched a new feature that allows you to target people on FB who are already on your email list. This is great for creating repeat clients or customers.
  • If you are an online business, Nina recommended creating ads that focus on the following (you’d specify these objectives when creating your ad so you can track the results):
    • clicks to your website
    • website conversion
    • app installs
    • app engagement
  • If you are a physical business, Nina recommended creating ads that focus on the following objectives:
    • post engagement
    • page likes
    • event response
    • offer claims

Measuring your results:

  • Access your ad insights by using ad manager to see how your ads are performing. The conversions are based on what you said you wanted to achieve–the objective that you entered when you created the ad.
  • Page insights allow you to track page likes, engagement and reach.
  • In addition, you can also gain demographic and geographic information. You can even find out what time of day your fans are most active on FB so that you can tailor your posts.

I found the workshop to be very helpful overall. I really enjoyed hearing success stories from local businesses who are using Facebook marketing well. There was also Q & A time during and after the workshop. I definitely have more ideas that I will incorporate into my marketing plan moving forward.

The workshops are free to attend. The one I attended was sponsored by 3 metro area Chambers of  Commerce. I highly recommend that you attend if you have the opportunity. Keep an eye out for a free invite in your FB newsfeed.

 

About Tiffany deSilva

Tiffany deSilva is the founder, CEO, and visionary leader of BrightFire Women’s Business Network, LLC.

BrightFire Women’s Business Network is the premiere sales training and coaching resource for service-based women entrepreneurs who want to increase their sales, serve more people, and change more lives.

Feedback & Comments:

  1. What a great opportunity!

    Interesting about adding a physical address (and Instagram – I’m not even on there!)

    I’m not quite clear about this one “Do NOT post 2-3 times a day unless absolutely necessary.” If it’s relevant posts is that ok?

    And I’d love to hear more about this in a future blog post? “If you are an online business, Nina recommended creating ads that focus on the following (you’d specify these objectives when creating your ad so you can track the results): clicks to your website, website conversion, app installs, app engagement”. Ads are still an enigma to me and this makes them more of an enigma :)

    Trudy

    • Thanks, Trudy. If your post are relevant, you should be okay. For instance, if you are running an event for a short period of time and people are highly-engaged with your posts. You wouldn’t necessarily want to post 3 times a day every day, though. I think it really depends on each business, though. CNN or another news-related page is going to need a lot more updates each day then the average Joe.

      I give you an update on the ads when I have played around with some of the new features more.

  2. I was interested to read the “once a day” thing. Wondering if that’s just FB’s rhetoric or actually helpful. From what I see myself and have been taught, twice a day is best and timing to a particular time even better. But who knows, it’s changing all the time anyway!

    • The reason they suggested once a day is because it clutters the newsfeed less. If your posts are relevant and people are engaging with you then you can post more often. The best time of day really depends on your audience. That’s why looking at the insights is important.

  3. I was paying for FB promotion of a post and it didn’t help at all. I don’t find Facebook Pages to be a good resource for me to spend money on. However, I like it as a way to share my content.

    • Thanks, Jessica. I think it’s all about finding the right strategy that works for you. Knowing exactly how you want your audience to interact with you makes a huge difference.

  4. Great opportunity to hear right from facebook how a business
    will be able to optimize facebook for their purposes. Appreciate
    you sharing the information.

  5. Great info, thank you for distilling it down like that. It seems like a moving target sometimes and challenging to know what to do or how to best approach social media.

  6. Wow this is extremely helpful Tiffany. Thank you for sharing this information with us. How smart of Facebook to have in person seminars in conjunction with your chamber.

  7. Hi Tiffany! Great roundup of nuggets from Facebook! So cool you got the chance to attend one of these workshops. Sharing your post with my peeps now! :)

  8. Tiffany this is great information for me.
    I also have tried posting many times in a day but just the most relevant and engagement post is getting high reach.
    Now I am sure better to spend much time on making great post rather than posting many times

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