How To Market Just About Anything on Facebook

Ashley Ward | Madhouse Matters | @AshleyMadhatter

How to Market Just About Anything on Facebook


ASHLEY WARDCEO & Founder

Madhouse Matters

Social Media Manager Facebook Advertiser

Blogger Web Developer

SEO IPA Drinker

Everything Else

@AshleyMadhatter


WHAT IS FACEBOOK, REALLY?

An online social networking service

Headquartered in Menlo Park, California

Launched on February 4, 2004 by Mark Zuckerberg with his Harvard College roommates

1.49 billion monthly active users


LET’S DIVE A LITTER DEEPER


UNDERSTAND FACEBOOKIt’s important to look at what Facebook is for

users, not just for businesses, in order to develop a plan for Business Pages:

• An online place for people to be cyber -social

• Source of communication

• Place to follow trends and businesses

• Stalk Family and Friends

• See too many photos of babies, wedding you

weren’t invited to, and trips you’re highly jealous

of.



WHY SHOULD ALL BUSINESSESBE ON FACEBOOK?

• Create conversation with customers and potential leads

• Engage with new fans and create new business opportunities

• Respond to customer service requests and questions

• Develop and share your brand’s voice

• Humanize the company and employees

• Build a community


WHY SHOULD YOUR BUSINESS SPEND MO’ MONEY ON FACEBOOK?

• Eliminate the low-to-no organic reach issue

• Reach users on mobile devices

• Increase online and in-store sales

• Target new potential customers from your existing demographic

• Accomplish measurable business goals:• Conversions

• Website Traffic

• App Downloads

• eCommerce Sales

• …and more!


BUT, MY BUSINESS IS DIFFERENT“My Customers Aren’t On Facebook”


UM, YES, YES THEY ARE.


BUT, ISN’T FACEBOOK JUST FOR YOUNG PEOPLE…. LIKE TEENAGERS? -_-


1) Teens (13-17) on Facebook have declined –25.3% over the last 3 years.

2) Over the same period of time, ages 55+ has exploded with +80.4% growth in the last 3 years.

Source: ISL


REGARDLESS OF WHAT KIND OF BUSINESS YOU

HAVE..

You can use Facebook Ads to:• Increase engagement• Increase conversions

• Increase website traffic• Increase App downloads

• Increase event sign ups• Increase eCommerce• Increase video views

• Increase ROI


HOW DO YOU DO FACEBOOK FOR BUSINESSTHE RIGHT WAY?


STEP 1:INFORMATION

People come to your Business Facebook page to interact

and get more information. So provide it.

• Promote posts with special offers• Give your Facebook users a special offer that only they

can access.• Promote posts with updated information

• Have you moved locations? Opened up a new location?

Hired a new manager? Let the people of Facebook know!• Fill in all of your “About” info

• Update your Business Page with the latest business

information and best way to contact you


STEP 2:COMMUNICATION

As a business, it’s vital to respond in a timely matter to any

and all of your customers requests, especially on Facebook.

• Comment back to keep communication going• Comment back using “Reply”.

• Answer any and all questions on the page

• Answer questions and provide a link to the website for more

information• Respond to reviews

• Thank them or address the issue.

• Stay on Top of Private Messages

• Message back asap and provide a direct email address to reach

customer service.• Encourage Tagging

• When people comment by tagging friends, like the comment and

encourage friends to interact.


STEP 3: ADVERTISE

• Choose an Objective• Pick a goal you want to accomplish using Facebook Advertising

• Create Your Audience• Go through the ad filling in your demographic information: location, behaviors, buying habits, Facebook

pages they like, mobile audiences, lookalike audiences, etc. • Design a CTA

• Create a powerful call to action in your advertisement’s headlines, body and text• A/B Test Different Ads

• Have multiple ads running to accomplish the same goals, while A/B testing which performs better


TYPES OF ADS FOR DIFFERENT BUSINESSES

RetailHome décor

Gift shopClothing companies

Sports and recreation

1. Page Likes to increase exposure and fans on Facebook

2. Promoted Posts to promote offers and sales

3. Clicks to Website to direct traffic to specific pages on a website –

also increase web traffic4. Increase Conversions to not only

direct traffic, but track sales from Facebook

ServicesAuto repair

Medical IndustryBeauty salons

Local restaurantsMom & Pop shops

1. Page Likes to increase exposure and fans on Facebook

2. Promoted Posts to promote offers and sales

3. Clicks to Website to direct traffic to specific pages on a website –

also increase web traffic

AppsHome décor

Gift shopClothing companies

Sports and recreation

1. Page Likes on Mobile Devices to increase exposure and fans on

Facebook2. Promoted Posts on Mobile

Devices to promote offers and sales

3. App Installs to increase App downloads, customers, and

new fans4. Video Views to promote your

App using videos and How-Tos


FB ADVERTISING: TIPSWrite a Clear Call to Action

• Facebook users need to know what to

do with your ad. Click on it, “Like” your

page, sign up on their website, etc.

Avoid Using the Color Blue• The images you use for FB Ads should

be high quality, with no pixelation. Also

avoid the color blue in images to help

your ad stand out and not blend in

with Facebook’s blue platform.


FB ADVERTISING: TIPSTarget At Least 10,000 People

• Facebook recommends targeting at least

10,000 people when customizing your

audience. A smaller audience is harder to

reach and can increase your Cost Per

Objective. This is great for more targeted

audiences and bad for small budgets.

Optimize To Achieve Real Goals• Choose the optimization based on what you

are trying to receive: clicks, engagement,

unique reach, impressions, instead of leaving

it up to Facebook.


FB ADVERTISING: TIPSCreate Different Audiences For Multiple Ads

• Custom Audiences connects you with people who have

already shown an interest in your business. Create an

audience from your customer contacts like email

newsletters, website traffic or mobile app.

• Lookalike Audiences created audiences that look like your

demographic and have similar interests. You can create a

lookalike audience based on people who like your Page,

conversion pixels or any of your existing Custom

Audiences.

• Saved Target Group is like copying and pasting your regular

ad demographics. Choose your audiences, demographics,

interests and behaviors, then save them to reuse in future

ads. This saves time when creating future ads.


FB ADVERTISING: TIPSReach Mobile Users

• Include “Mobile Device” as a targeting option for your

advertisements.

Use Multiple Images and Videos

• Video is quickly beating images in online engagement.

Use short video clips in your ads to help increase

results. Multiple images are great for showcasing

multiple offers and products.

Test Different Headlines and Content

• Using the same objective, test 2-3 different headlines

until you find the best performing one. Then test for

content and images/video. Keep testing until you’ve

found the sweet spot.


WHAT NOT TO DOWHEN IT COMES TO FACEBOOK ADVERTISING


WHAT NOT TO DO:LIMIT THE BUDGET

Finding success with Facebook ads takes a flexible

budget, one that allows you to test until you’ve

found the “sweet spot”.

• Choose a Monthly Testing Budget• Decide how much your business can afford on a

monthly basis, including a “testing” budget that may not have a huge ROI.

• Go Full Force• Once you’ve found your most successful ads through

A/B testing allocate most of your budget towards those ads, while leaving about 20% for further testing.

• You Get What You Put In• You can’t compare your business and it’s budget to your

competitor with three times your budget. They may be getting 3x your success because their budget is larger.


WHAT NOT TO DO:LEAVING AN AD ALONEJust because your ad is finally performing well

doesn’t mean it will continue to. Constantly

update ads based on their frequency and stats.

• Avoid Showing the Same Ad to the Same Audience• Experiment with new audiences and new ad types to

see what types of audiences respond best.

• Check the Frequency of an Ad• Is your ad being shown 4 times before an action is

taken? It might be time to refresh your ad and create something more engaging.

• A/B/C/D/E/F Test Your Ads• Never stop testing ads. No matter how successful you

get at Facebook Advertising there is always room for a better ad to take your place and accomplish your goals.


KEY TAKEAWAYSGET READY TO TWEET ALL OF THIS NOW!


FACEBOOK FOR BUSINESS1. Average Facebook Cost Per Click is $0.27.

Source: Kinetic Social

2. Use multiple images in ads to showcase multiple products/offers.3. Best CTR for a call to action button on Facebook: “Learn More”.

Source: Adroll

4. Advertise on mobile to reach a larger audience.5. Avoid using the color blue in ads with images and videos.6. 50% of all social referrals to ecommerce websites come from Facebook.

Source: Business Insider

7. Test different headline variations for best performing ads.8. Create different audiences for ease of advertising, as well as to create new

demographics based on your existing demographic.9. Avoid over saturating your ads by continuously showing the same ad to the

same audience.10. Every business has an opportunity to grow on Facebook.


DOWNLOAD THIS

bit.ly/FacebookEverything@AshleyMadhatter

http://bit.ly/FacebookEverything

http://bit.ly/FacebookEverything



IMAGE SOURCESSlide 1: Facebook Ads Source - Obonge Blog

http://www.ogbongeblog.com/2015/09/video-how-to-target-only-blackberry-users-facebook-ads.html

Slide 3: What is Facebook Source - Kinooze http://kinooze.com/wp-content/uploads/2012/09/facebook1.jpg

Slide 5: How Does Facebook Make Money – Soshable http://soshable.com/what-is-facebook-selling /

Slide 6: Why Should Businesses be on Facebook: Krash Creative: http://krashcreative.com/why-should-business-be-on-facebook /

Slide 8: Facebook Stats - Freaky Fresh Marketing: http://freakyfreshmarketing.com/2015/05/why-is-facebook-important-for-my-business/

Slide 8: Facebook Chart Source - Facebook and Cloudrock Asia http://cloudrock.asia/facebook-statistics-2015/

Slide 11: Facebook Demographic Chart - Source Jetscram: http://

jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/

Slide 16: Facebook Ads Source Ad Espresso: http://adespresso.com/academy/blog/facebook-ad-copy/

Slide 18: Facebook Ad Ninja Source Sport Life Blog: http://sportslife7.blogspot.com/2009/12/25-bad-facebook-advertisements.html

Slide 28: Thank You Mark Zuckerberg – Pelwaves: http://pelwaves.com/facebook-reaches-500-million-users-thanks-says-mark-zuckerberg /

http://www.ogbongeblog.com/2015/09/video-how-to-target-only-blackberry-users-facebook-ads.html

http://kinooze.com/wp-content/uploads/2012/09/facebook1.jpg

http://soshable.com/what-is-facebook-selling/

http://soshable.com/what-is-facebook-selling/

http://krashcreative.com/why-should-business-be-on-facebook/

http://krashcreative.com/why-should-business-be-on-facebook/

http://freakyfreshmarketing.com/2015/05/why-is-facebook-important-for-my-business/

http://cloudrock.asia/facebook-statistics-2015/

http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/

http://adespresso.com/academy/blog/facebook-ad-copy/

http://sportslife7.blogspot.com/2009/12/25-bad-facebook-advertisements.html

http://pelwaves.com/facebook-reaches-500-million-users-thanks-says-mark-zuckerberg/

http://pelwaves.com/facebook-reaches-500-million-users-thanks-says-mark-zuckerberg/

Date post:	12-Feb-2017
Category:	Marketing
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