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Facebook Marketing For Dummies


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Table of Contents

Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Facebook Marketing 5 Chapter 1: Marketing in the Age of Facebook 7 What Is Facebook, and Why Is It So Popular? 9 Understanding the Marketing Potential of Facebook 11 Leveraging the power of word-of-mouth marketing 12 Using marketing tools for all kinds of businesses 14 Understanding Why Your Business Needs a Facebook Page 15 Attracting new fans who are friends of customers 16 Changing first-time customers into repeat customers 17 Chapter 2: Researching and Understanding Your Target Audience 19 Defining Your Target Audience 20 Understanding the marketing funnel 20 Understanding the ladder of engagement 21 Defining who your best customers are 22 Selecting demographic criteria for your target audience 23 Using personas to give your target audience personality 24 Researching Target Audiences with Facebook's Ads Manager 25 Discovering How Many Customers Use Facebook 28 Chapter 3: Developing a Facebook Marketing Plan 35 Understanding the Power of Word of Mouth on Facebook 36 Understanding What to Include in Your Marketing Plan 37 Developing Your Value Proposition 38 Understanding Your Audience 39 Defining Your Marketing Goals 41 Building awareness of your brand 41 Driving sales 43 Forming a community with a Facebook Group 44 Listening to feedback 45 Developing Your Content Strategy 46 Encouraging Audience Engagement 48 Creating a rich, customer-centric experience 48 Appreciating your fans and growing your base 49 Monitoring and Reporting Page Activity 51 Using Insights for Pages 51 Creating benchmarks and setting goals 53 Keeping an eye on key metrics 54 Integrating Your Online and Offline Campaigns 55 Deciding on a media budget 56 Hiring an online writer 57 Part 2: Building Your Facebook Presence 59 Chapter 4: Getting Started with a Facebook Page 61 Understanding the Differences among Pages, Timelines, and Groups 62 Timelines are personal, not business 63 Groups are for connection, not promotion 65 Understanding the Anatomy of a Facebook Page 67 Creating a Facebook Page from Scratch 69 Uploading your profile picture 71 Editing your Facebook Page's profile picture 73 Adding a cover photo to your Facebook Page 74 Adding a button (CTA) on your Facebook Page 75 Limiting access to your Page until launch 76 Adding More Information about Your Business 76 Adding Tabs to and Removing Tabs from a Facebook Page 78 Adding more apps to your Facebook Page 79 Adding Page Administrators 80 Getting the Most from Facebook Marketing Resources 81 Understanding Facebook's Terms and Conditions 82 Chapter 5: Configuring Admin Settings for Your Page 83 Configuring Your Page for Maximum Engagement 84 Allowing Threaded Comments on Your Page Updates 85 Limiting Who Can See Your Page Content 86 Configuring Profanity and Moderation Settings 87 Posting as a Page versus Posting as a Profile 88 Switching between posting as a profile and posting as a Page 88 Posting as a Page on other Pages 89 Posting as a profile as a personal choice 90 Knowing the difference between being helpful and spamming 90 Engaging Fans with Your Mobile Phone 91 Posting content and managing your Page with mobile web browsers 91 Posting content and managing your Page with mobile apps 92 Chapter 6: Enhancing Your Facebook Page with Applications 93 Understanding Facebook Applications 94 Yeah, There's an App for That - But Where? 97 Using Third-Party Custom Facebook Page Tab Services 99 Choosing E-Commerce Applications for Your Page 100 Granting Access to Applications 101 Configuring Tabs on Your Facebook Page 102 Changing tab names 102 Changing tab images 102 Changing the order of tabs 104 Removing a tab from your Facebook Page 104 Creating Custom Facebook Tabs with HTML 105 Using the Static HTML: iframe tabs application 105 Designing a custom tab: Tips and recommendations 106 Part 3: Engaging with Your Customers and Prospects on Facebook 109 Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing 111 Understanding How Content Marketing Works on Facebook 112 Understanding the difference between your website and your Facebook Page 112 Understanding how people scan content 114 Understanding how Facebook's News Feed algorithm affects visibility on Facebook 114 Understanding that Facebook users can hide all posts from your Page 116 Creating compelling content for your Facebook Page 116 Knowing your audience 118 Staying on message 119 Defining Your Posting Goals 119 Getting Fans Engaged 120 Saving Time Creating Visual Content 123 Understanding the Importance of Video Content for Marketing 123 Chapter 8: Growing Your Facebook Page's Fan Base 125 Mapping a Launch Strategy for Your Facebook Page 126 Fostering a Sense of Enchantment on Your Facebook Page 126 Preparing Your Facebook Page for Launch 129 Enhancing Your Facebook Page with Content before Launch 129 Adding a Compelling Reason for Users to Like Your Page 130 Adding photos and videos 132 Adding photo albums 133 Adding milestones 134 Making Your Facebook Page Easy to Find in Search Engines 136 Networking with Friends to Launch Your Facebook Page 138 Encouraging your friends to share your Page with their friends 138 Promoting your Page to friends with the Invite feature 139 Using Tagging and Mentions on Facebook to create engagement 140 Leveraging Existing Marketing Assets to Launch Your Facebook Page 142 Your email signature 142 Your email list 143 Printed marketing materials 144 Your blog 144 Webinars 144 YouTube 144 Promoting Your Facebook Page in Your Store 145 Promoting Your Facebook Page by Using Facebook Ads 146 Promoting Your Facebook Page by Using an Integrated Approach 146 Chapter 9: Engaging Your Facebook Fans 149 Understanding What Engagement Really Means 150 What engagement means for word-of-mouth marketing 150 Understanding what engagement on Facebook offers you 151 Understanding how Facebook users engage with your business 151 Measuring Engagement with Facebook Insights 153 Getting Tactical with Engagement on Your Facebook Page 157 Getting Notifications about Facebook Users' Activity 158 Viewing Your Facebook Page's Notifications and Activity Log 159 Responding to Comments and Posts 160 Running Facebook Contests 161 Understanding Facebook rules for contests 161 Using third-party apps for Facebook promotions 162 Creating an effective promotion 162 Chapter 10: Improving Your Marketing Strategy with Facebook Insights 167 Getting Analytical with Facebook Insights 168 Using Facebook Insights 168 Understanding the two types of Likes your Facebook Page receives 169 Accessing Page Insights 169 Exploring Facebook Page Insights 171 Understanding the Overview Report 172 Promoting Your Message by Using the Promotions Report 174 Understanding Your Followers with the Followers Report 175 Using the Likes Report for Smarter Fan Acquisition 176 Reaching Fans with the Reach Report 179 Delving into Engagement with the Page Views Report 181 Using the Page Previews Report to Evaluate Interactions 182 Monitoring Actions on Page Report 183 Evaluating Posts with the Posts Report 185 Evaluating Events with the Events Report 188 Monitoring Engagement with the Video Insights Report 189 Viewing Demographics with the People Report 190 Reviewing the Local Report to Learn about Activity Nearby 191 Using the Shop Report to Evaluate Sales 193 Unlocking Engagement with the Messages Report 194 Exporting Insights Data 196 Using Third-Party Analytics 197 Part 4: Marketing Beyond The Facebook Page 199 Chapter 11: Using Facebook Advertising to Promote Your Business 201 Introducing Facebook Ads 202 Using Facebook Ads as part of your overall marketing mix 203 Understanding how Facebook Ads differ from other online ads 204 Understanding Facebook's targeting options 204 Setting your budget 206 Creating Winning Ads 207 Writing effective copy 207 Choosing the right visuals 208 Simplifying your offer 209 Devising a Landing-Page Strategy for Your Ads 209 Landing on a Facebook location 210 Landing on a website 211 Making sure that your website is responsive 212 Creating a Facebook Ad 212 Step 1: Developing your campaign 213 Step 2: Creating your ad set 215 Step 3: Creating your ad 223 Using an existing post to create your ad 229 Creating Boosted Posts 231 Creating a Boosted Post from your Facebook Page 232 Viewing real-time analytics for Boosted Posts 235 Creating Multiple Campaigns 235 Managing and Measuring Your Ad Campaigns with Ads Manager 236 Looking at your account overview 237 Viewing performance data 238 Viewing campaign details 238 Understanding Other Facebook Ads Manager Features 239 Accessing your Facebook Page from Ads Manager 239 Creating and scheduling Facebook Ad reports 239 Adding other users to your Facebook Ad account 240 Tracking payment transactions 241 Finding out about your business resources 241 Chapter 12: Using Facebook Offers to Sell Products and Services 243 Understanding Facebook Offers 244 Creating an Offer for Your Page 245 Getting the Most from Your Offer 247 Promoting Your Offer 248 Promoting your offer on your Facebook Page 248 Promoting your offer with Facebook Ads 249 Promoting your offer through other marketing channels 250 Chapter 13: Using Facebook Groups and Events for Your Business 251 Discovering Facebook Groups 251 Understanding How Facebook Groups Fit in with Your Business 253 Using Facebook Groups 254 Distinguishing Facebook Groups from Pages 254 Finding a group 256 Joining a group 257 Accessing groups you joined 257 Participating in a group 258 Creating Your Own Facebook Group 259 Securing your group's name 259 Setting up your group 259 Setting up a group URL and email address 262 Configuring other group settings 262 Deleting a group 262 Using Insights with Facebook Groups 263 Using Facebook Events to Promote Your Business 263 Creating an event 264 Changing the cover image of your event 267 Inviting friends to your event 267 Boosting your event 268 Editing your event 268 Exporting your event 269 Following up after an event 269 Chapter 14: Integrating Facebook into Your Other Marketing Channels 271 Making Facebook Part of Your Marketing Mix 272 Posting content new fans can engage with 273 Choosing a custom Facebook username 273 Cross-promoting your Page 275 Leveraging your Facebook presence via email, website, and blog 276 Promoting Your Facebook Presence Offline 277 Networking offline 277 Placing the Facebook logo on signs and in store windows 278 Referencing your Page in ads and product literature 278 Optimizing Your Page for Search Results 278 Using search engine optimization to drive traffic 279 Driving more Likes to your Page 281 Integrating Instagram into Your Other Marketing Channels 281 Making a plan for Instagram 281 Utilizing Instagram Stories 283 Getting Inside Your Customers' Heads 285 Chapter 15: Integrating Facebook Features into Your Website with Social Plugins 287 Extending the Facebook Experience with Social Plugins 288 Adding Plug-In Code to Your Website 291 Integrating Facebook Insights into Your Social Plugins 291 Setting up your website as a Facebook application 292 Adding Comments to Your Website 294 Sharing Embedded Comments to Your Website 296 Creating More Reach with the Embedded Posts Plug-In 297 Displaying Embedded Videos from Facebook 298 Getting More Visibility with the Like Button 299 Sharing Pages Using the Page Plugin 300 Quote Plugin 301 Save Button 303 Allowing for Private Sharing with the Send Button 304 Allowing for Public Sharing with the Share Button 305 Chapter 16: Stepping Up Your Customer Engagement 307 Using Facebook Messenger to Communicate with Customers 307 Benefitting from Messenger 308 Understanding guidelines for Messenger 308 Enabling Messenger 309 Developing a Better Customer Experience 309 Providing customer service with chatbots 309 Using Messenger chatbots 310 Developing chatbots 317 Advertising with Messenger 318 Getting Started with Facebook Live 320 Looking at the benefits of live streaming 320 Understanding the guidelines 321 Setting up Facebook Live 321 Creating Broadcasts That Connect with Customers 327 Part 5: The Part of Tens 331 Chapter 17: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) 333 Think Like a Traditional Marketer 333 Use a Profile to Market Your Business 334 Use a Group to Market Your Business 335 Post with Shortened URLs 335 Wing It 335 Post at Bad Times 336 Be Pushy 336 Sell Too Little 336 Post Lengthy Updates 337 Ignore Comments 337 Chapter 18: Ten Business Tips for Facebook 339 Understand That Business Is Personal 339 Don't Drink and Facebook 340 Keep Things Clean and Civilized 340 Be Careful Friending Strangers 341 Dress Up Your Page with Applications 341 Respect the News Feed 341 Don't Be Afraid to Ignore People 342 Deal with Your Irate Users 342 Don't Forget Birthday Greetings 342 Maintain Your Privacy 343 Chapter 19: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 345 Know the Language, Eat the Food 345 Understand Why People Share 346 Be Useful and Helpful 346 Listen to Your Fans 346 Consistently Participate 347 Appreciate and Recognize Your Fans 347 Measure and Monitor 348 Be Fearless and Creative 348 Index 349

About the Author

Stephanie Diamond is a marketing thought leader with 20+ years of experience building profits for both small business and multibillion dollar corporations. She is the founder of Digital Media Works, Inc. John Haydon owns Inbound Zombie, a consultancy that provides nonprofits with strategic training about Facebook.

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