A Business Beginners Guide to Facebook

A Business Beginners Guide to Facebook

A Business Beginners Guide to Facebook

Posted by Go Limitless | 24th August 2016 | News
An image of our beginners guide to utilising facebook for businesses

Facebook continues to grow as a powerful social network with a very large and active user base. It was built on the idea of connecting people and their ideas, and provides a place for users to connect with each other and the brands that they care about.

Facebook officially created a space for brands on its social network in 2007, and since then, has continued to evolve the ways that marketers can engage with their audience.

This cheat sheet will help you jumpstart your Facebook marketing success.

Your Facebook presence is made up of multiple components, each of which should provide value or entertainment for your audience and strengthen your brand.

Your Brands Page

A businesses Facebook Page is often a central hub of your brand and many businesses even start off on Facebook. If you haven’t yet created a Facebook Page for your company, it has many benefits: it makes your business discoverable in Facebook searches, it allows you to connect one-on-one with your potential clients, it helps you reach new and existing market places, and with the tools available, can give you deeper insights into your customers.

Your page is an extension of your businesses ‘location’ and there are many ways you can customise it to represent you, these include:

Cover Photo

This image sits at the top of your brands profile page and rests behind your logo / profile picture as a backdrop. The cover photo is typically a more flexible space and lends itself to creativity and frequent changes. With its larger size, brands have more space to work with to be creative. Your cover photo could include brand messaging, campaign promotions, or product images—the options are endless.

Profile Photo

This area sits on the bottom left of your cover photo and is how Facebook users are able to identify you. It’s a small area that is attached to most actions that you will take across the platform. Typically, this image is your logo—choose an easily identifiable image that includes little to no text because of it’s small size. Your profile picture, like your actual logo, should rarely change.

About Us

The about us section is a tab in the main navigation bar that resides under your profile photo and cover photo. This section includes two elements. The rest is your page information, which is your opportunity to share details about your brand and the services you provide. This section includes a variety of elements like a description, your awards, products, and contact information. The second element is milestones, which lets you celebrate and share important events and the history of your brand with your followers.

Timeline

Your Facebook Page provides you the ability to post updates for those who like your page. Posting on Facebook is a key way to grow your page likes and build upon any paid advertising (which we will appear later in this cheat sheet). These posts can be comprised of text, images, links, non-native video (e.g. a YouTube link), native video (a video posted originally on the Facebook page), slide decks, and photo albums.

Tabs

Tabs now sit in two places on your Facebook Page, on the left side of your timeline and in the navigation bar under your cover photo. At GoLimitless we use our Facebook Tabs to promote our large content assets. When a user clicks into a tab, they are shown a social version of a GoLimitless landing page. GoLimitless
has the ability to publish landing pages directly to Facebook—it is an option a user can select when building their landing page.  Tabs can also be used to host a variety of apps, which help a business extend their capabilities directly on their Facebook Page, including running contests, connecting to your other social accounts, hosting an e-commerce storefront, and more.

Insights

These are visible only to the page admins.  This tab allows marketers to see the analytics associated with their activity on their Facebook Business Page. These analytics help you identify your audience more specifically, see which posts get the most engagement, and track the volume of your traffic and customer building activity.

Building your Customer Base

For marketers and business owners, building your customer base through increased likes and interaction is one of the key goals and reasons they are active on social networks. There are a variety of techniques that can be used to build their following, and we’ll explore them below.

Content

The creation of regular posts for your page is an integral part of building and maintaining your Facebook Page audience. You want your audience to seek out your posts because they are entertaining, engaging, interactive and informative. At the same time, it’s important to not over-post—while it can vary, the best practice presented in studies indicate that one to two posts per day is a good posting rate for optimal engagement without overwhelming your audience.

To find the right content mix for your posts, follow the 4-1-1 Rule, which was originally introduced by Joe Pulizzi of Content Marketing Institute. The 4-1-1 Rule states that for every four early stage, light, and informative content offers you provide, you can have one soft-sell offer and one hard-sell offer, like a trial.

For your Facebook post offers, be sure to have a mix of fun that is relevant to your services, assets and more educational posts, calls to actions like offers but most of all, all posts need to encourage interaction as this is the primary way to increase your page exposure and likes.  Interaction comes in three main methods, Like (or now react), Comment and Share.

Posts

Like we mentioned earlier, there is an almost unlimited variety of post types that you can share on Facebook.

Facebook does adapt some of its posts automatically, to be more friendly to the viewer, for example, when you insert a link into the publishing field, Facebook will auto generate a preview that includes an image, a description and a title from the link.  This may be one that connects to the business website or another relevant web page.

For most posts, Facebook best practice indicates that including an image increases engagement and click throughs. So, it is important to think about the images chosen to accompany your news article.

Additionally, if you plan to use your post for advertising, you will need to consider how much of your image includes text. Facebook adheres to a relatively strict policy that doesn’t allow ad-images to be more than 20% text. To work within this requirement you can entirely avoid text in your images, or use the Facebook grid tool, which will check your text to image ratio for you.

Pinning to a post to the top of your timeline

To shine a spotlight on a specific post, Facebook gives Facebook Page admins the option to “pin” a post to the top of the page. Doing this effectively ensures that the post is seen before the other posts on your timeline, even if it is not in chronological order. It can help increase engagement with the post and the content.  For example, if you are launching a large campaign, program or event, you may want to have your corresponding post pinned to the top of your page.

Native Video

Native video is a video posted specifically on Facebook and not a link from a different platform and has become an increasingly popular way for users to express themselves and share moments with their friends on Facebook. Like wise, vlogging is an increasing trend. This movement of user preference and engagement with video is not isolated to individual Facebook users and can be leveraged your brand. Videos get higher organic reach and interaction than standard posts and native videos again out score those that are hosted elsewhere because users automatically view the video as they scroll through their timeline, versus taking a click-action to view.

Because native video starts playing in a Facebook users’ newsfeed as they scroll over it, to be successful creating this type of content, you need to grab your users attention right away. To do this, try these tips:

1) Make it interesting enough to be engaging with or without sound.

2) Make a statement with your first few frames, you need to get the viewer to stick around.

3) Use smart copy, the text that you post with your video will help create interest, curiosity and set the stage for your video for your audience.

Facebook Advertising

Having a complete Facebook business page profile with regular updates is an important step to build your audience, but to take full advantage of Facebook’s large user base and advanced targeting, you may want to consider running advertising and paid promotions.

Ad Content

Facebook has a variety of advertising solutions that can support different type of campaigns. These options are organised around helping you achieve the campaigns’ goals, for example, Facebook advertising can help you drive:

• Clicks through to your website.

• Page Post Engagement: Boosts the posts from your timeline to a broader audience that you currently do not engage with but have targeted.

• Increase you Page Likes: Promotes your Page and helps you get Page likes by showing the ad to more of the people who matter to you as potential customers.

• Offer Claims: Allows you to provide offers to people that they can redeem in your store.  This does not include like, comment and share competitions as these are in breach of Facebook Terms and Conditions.

• Local Awareness: Helps you reach people near your business to drive awareness with resulting increased traffic into your physical office or shop.

• Event Responses: Raises awareness, registration and attendance at an event you have organised or are involved in.

• Video Reviews: Ads that get more people to view a video.

Based on your business objectives, the content mix to support your ad campaign should change—this helps your campaigns succeed because they are specifically based on the buying stages of your target audience.

Targeting your potential clients

Facebook has robust targeting abilities, you can target people based on a variety of information shared in their profile, and the activities they perform on the platform.  This starts from interests and behaviour, down to postcode and more. You can also create “Custom Audience Lists,” which allows you to target users a few different ways:

1) By Customer List: match emails, phone numbers, Facebook IDs to people on Facebook

2) By Website Traffic: create a list of people who visit your website or specific webpages

3) By App Activity: create a list of people who have taken a specific action in your app or game

If you have a marketing automation platform that integrates with Facebook advertising it’s possible to tightly intertwine your paid Facebook advertising directly with your ongoing digital marketing campaigns. For example, it could help you better target “known” customers based on information from your marketing automation platform. Or, it could help you engage unknown audiences by using personalisation data from across channels to send targeted Facebook ads to users.

Adding detail to the level of targeting that Facebook provides, you can retarget users based on activity on your website, upload a list from your database, or use your ‘custom audience lists’ to create a “lookalike” audience. “Look-alike” audiences are an extended audience of people that have similar characteristics to your defined audience.

Optimisation

All Facebook ads work on a pay-per-click basis, but to optimise your advertising investment, implement these tips:

• Run a Few Different Campaigns: Take advantage of the detailed demographic targeting provided by Facebook by running a few different campaigns. This allows you to tailor your messages and content to a specific audience. The more relevant you content is to that audience, the higher your click, conversion, and engagement rates will be.

• Change or Add New Content At Least 1-2 Times a Week: Keep your ads fresh and don’t exhaust your audience by running the same ad with the same message over and over again.

• A/B Test: Use A/B testing to test the elements of your ads and determine your best practice. Some aspects that you can test include: images, subject lines, ad text, etc. A/B testing helps ensure that you are spending your money wisely.

• Experiment With All Ad Types: Facebook has several types of advertising options such as sponsored posts, event responses, o er claims, etc. Evaluate and try each type to see which works best for your business, target audience and goals.

• Provide a Mix of Content Offers: If you are using Facebook for lead generation, try mixing gated content with un-gated content, which will help keep your target audiences engaged, and help you identify where your audience is in their buying lifecycle.

• Images are Very Important: The images used on your Facebook campaigns matter—they can significantly impact the engagement and click through of your ad, so be creative with the art.

Summary

Overall Facebook can be a powerful tool for a business and this beginners guide offers some of the key tips in order to start off and continue to move in the right direction.  Whether your are looking to utilise organic growth techniques or paid advertising, it is about tailoring your promotional messages in a way that best connects with your potential customers.  For more hints and tips contact us and learn more about how you can GoLimitless.