Facebook Marketing Services are an excellent way to increase visibility for a business. Utilizing targeted campaigns and content, businesses can reach a wide range of potential customers. With the ability to easily measure and track the success of campaigns, businesses can make informed decisions about their marketing strategies. Investing in Facebook Marketing Services can help businesses to reach and engage with their target audiences, as well as increase sales and brand recognition.
Facebook is not new, nor is the concept that every business demands a Facebook presence.
But much has changed since Facebook first entered the marketing scene. Today, the world’s biggest social network can do things that few of us would have imagined 10 years ago, such as providing 360-degree videos, selling products via chatbots, and even serving as the primary news source for two-thirds of the adult population.
Facebook currently has 2.064 billion daily active users. Let’s put that in context. That is nearly 5X the population of the United States, or roughly 70% of the total population. Facebook advertising has the potential to reach 2.11 billion users.
Consider the social influence achievable through Facebook in terms of peer effects, e-commerce business, referrals, customer relationships, reputation, brand awareness, and much more (let alone when combined with other social media platforms through which you market).
Not only does Facebook have a large number of users, but it also has a large portion of our attention. The average Facebook user spends nearly an hour per day. Given that the average person sleeps eight hours per day, that means we spend about 7% of our waking hours staring at a screen.
The Inbound Approach to Facebook Marketing
Let’s get one thing straight before we begin. There are numerous approaches to Facebook marketing, but we’ll stick to the one we prefer: inbound.
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Being helpful and relatable to your audience is central to an inbound strategy. It entails understanding your customer’s goals and collaborating with them to overcome obstacles. One of the best ways to accomplish this is to be present where they already spend their time, which means you must be present on Facebook.
Facebook’s tools have been developed for businesses that want to build genuine relationships with their customers. It enables marketers to create and distribute high-quality content that is beneficial to users. It also enables sales and customer service representatives to connect with consumers who are interested in a brand.
It’s not about spamming, annoying, or deceiving people.
Think twice about creating a Facebook page just to cross something off your branding to-do list. True Facebook marketing necessitates a consistent, long-term dedication. But we promise that the increased awareness and demand will be worthwhile.
Ready? Let’s get started.
How to Set Up a Facebook Page
- Create a Facebook Page
- Add photos
- Add a short description
- Create a username for your Page
- Add your Page to Shortcuts
- Set up Page roles
- Customize your notifications
- Add a Page CTA
- Organize your Page tabs
- Verify your Page
You’ve made the right decision if you’ve decided to create a Facebook Page for your company. In fact, you’ll be joining the 70 million businesses that already market via Facebook Page, a figure that has increased by 1 million in the last few years.
Let’s go back to the beginning and walk through the setup process before we get into publishing content and boosting posts with advertising.
As you are probably aware, personal profiles make up the vast majority of Facebook. If you are a business looking to establish a presence on the social network, you must instead create a Page.
Pages are Facebook’s version of business profiles. Pages resemble profile pages but display information specific to businesses, organizations, and causes. In contrast to adding a profile as a friend, you connect with a business Facebook Page by “liking” it and becoming a fan. You run the risk of having your business shut down if you create a personal profile instead of a Page.
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Go to https://www.facebook.com/pages/create/ to begin creating your own Facebook Page.
There are two categories to choose from:
Facebook provides two categories to help you customize the fields on your page. For the sake of this introduction, let’s call ourselves a “business or brand.” We’ll make a Page for a fictitious company called Boston Coat Company and classify it as a retail company. (To select a category, simply begin typing and select from the drop-down list.)
We recommend that you carefully select a name for your page. In most cases, Facebook will allow you to change your name and URL, but it can be a difficult and time-consuming process.
You’ll be prompted to sign into Facebook if you haven’t currently. You must use your personal Facebook account to create and manage pages; however, your personal information will not appear on the page unless you add it.
When you click “Get Started,” you’ll be redirected to add a Profile Photo and Cover Photo to your new Page. (You can skip these steps and complete them later, but we recommend doing so now.)If you skip, you’ll see your new Facebook Page as well as a few tips for building the groundwork for a business Page.
The first step in giving your Facebook Page a personality is to upload a profile picture. This will be your Page’s primary visual, appearing in search results and alongside any of your content that appears in a user’s News Feed. Most publishers recommend creating a photo with 180 x 180 pixels, but slightly increasing this will help maintain quality. You will be prompted to crop if you do not upload an image that is already square.
Consider your profile picture to be your first impression, and choose something instantly recognizable (such as a logo). If you’re a public figure or a speaker, use a favorite headshot. Local restaurants and shops may select an image of their most popular item.
Add a Cover Photo
Following that, Facebook will suggest that you add a cover photo. The large, horizontal image that spans the top of your Page is known as a cover photo. It should express the identity of your Page and be updated frequently based on special offers, campaigns, or seasons.
Click the “Add a Cover Photo” option in the welcome menu to upload a cover photo. A cover photo’s official dimensions are 851 x 315 pixels. If your photo isn’t exactly right, you’ll be able to reposition it by dragging. Click the “Save” button.
Hover your mouse over the white camera in the lower right corner of your cover photo in the future and select “Change Cover.” If you are promoting a particular campaign, with your imagery, it is also a good idea to include a sentence of text and a link in the description. If your cover photo features a new parka, they can easily navigate to your winter product line to purchase.
Finding the right balance between a visually appealing and simple cover photo can be difficult. To catch the eye, use an abstract image or pattern, or a landscape shot with your product as the focal point. The best cover photos are frequently the ones that use negative space to their advantage.
Add a Short Description
Your Page is coming together nicely, with some lovely imagery. Next, you’ll need a description to tell your audience about your company.
To begin, select “Add a Short Description” from the “Welcome to Your New Page” section. Add one to two sentences (or a maximum of 255 characters) about your company. This description will appear on your Page as well as in search results, so make it descriptive but brief. But don’t be afraid to show some personality for your brand!
You can also edit your description by selecting “About” from the left menu. There, you can include a phone number, website, email, mission, and other information.
Create a Username for Your Page
The final step in the welcome menu is to give your page a username. To help people find and remember your page, your username will appear in your custom Facebook URL (also known as a vanity URL). You’ll have 50 characters to come up with a unique name that isn’t already in use by another company.
People can automatically visit my page at fb.me/thebostoncoatcompany or send me messages at m.me/thebostoncoatcompany if I use @thebostoncoatcompany as my sample page. Keep your page’s unique URLs close at hand. You’ll use them again when you start cross-promoting your page on your website, blog, and other assets in order to increase your Facebook likes.
Add Your Page to Shortcuts
We’ve completed the four steps from Facebook’s welcome menu, but there are a few more things you can do to personalize your Page. Every Facebook user, for example, has a vertical navigation bar to the left of their News Feed. You’ll always have easy access to your Page if you add it as a shortcut here. To make it easier to navigate to your Page in the future, go to your News Feed and click “Edit” next to “Shortcuts” in the left vertical navigation.
Set Up Page Roles
After you’ve finished the basic skeleton of your Page, there’s one more thing you should do before sending it out to the world… or even your coworkers. Remember how Facebook creates separate business Pages from personal profiles? One advantage of this is that multiple people within an organization can edit and post to the Page without sharing login information. However, you must also specify who has what levels of editing access. This is where Page Roles come into play.
Admin: Admins can manage all aspects of the Page, including sending messages, publishing as the Page, responding to or deleting comments, creating ads, seeing which admin published a specific post, and assigning Page roles. This person would have access to all of the same resources as the creator of the Page. Choose wisely.
Editor: Editors have the same permissions as Admins, with one important exception: Editors cannot assign Page roles to other people.
Moderator: Moderators have the ability to send messages, respond to and delete comments, but they cannot publish as the Page. They do have the ability to create advertisements.
Advertiser: Advertisers can create ads and view insights, just as the name implies.
Analyst: Analysts have no publishing authority, but they can see which Admin published a specific post and view insights.
Jobs Manager: Jobs Managers can do everything an Advertiser can do, including publish and manage jobs.
Customize Your Notifications
While in the settings menu, navigate to “Notifications.” This section allows you to customize how you receive alerts for Page activity. For example, you could choose to receive a notification whenever there is activity or just once every 12 to 24 hours.
Include a Page CTA
One of the most significant advantages of having a Facebook Page for your business is the ability to reach an audience that a traditional website would not have been able to reach. The typical buyer’s journey, however, does not end on Facebook.
Beginning in December 2014, Facebook Pages could include a call-to-action button at the top of their page. Click “+ Add a Button” below your cover photo to make one. You can select from a variety of options depending on whether you want to view or book a service, contact someone, make a purchase or donation, download an app, or simply learn more.
Click “Next” and select a destination for the CTA, such as your homepage, Messenger, a landing page, or a video.
Organize Your Page Tabs
Do you want to take your company’s Page to the next level? Create custom tabs to customize the content that users see when they visit your Page. When you visit Starbucks’ Page, for example, you can browse photos, see open jobs, visit its Pinterest account, or find a store near you.
Go to “Settings” > “Templates and Tabs” to change the tabs on your Page. You have the option of using Facebook’s default tabs or adding new ones. You can also make your own app using the Facebook Developer portal.
Verify Your Page
Have you ever noticed that some businesses and brands have a tiny gray or blue check mark next to their names?
You may be eligible for a verification badge based on how you classified your Page. A blue badge indicates that Facebook has verified the authenticity of a public figure, media company, or brand’s Page. The Agray badge indicates that Facebook has verified the authenticity of a business or organization’s Page.
A verification badge is not required, but it adds a sense of authority to your Page and business. This may be especially important for ecommerce or online service businesses looking to build trust with potential customers and initiate transactions online.
Check that your Page has a profile picture and a cover photo to see if you’re eligible. Navigate to “Settings” > “General” There is a “Page Verification” section where you can enter your publicly listed phone number, country, and language. You will be contacted by phone and given a verification code.
Only a few public figures, celebrities, and brands have access to the blue check badge. Unfortunately, a blue badge cannot be requested.
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