Basics of marketing on Facebook
Hi, we have all get accustomed to sharing our updated on Facebook with all your friends & family members, but Facebook is not just about catching up. In fact it is a great marketing tool, where you can reach to your own customers, similar people to your existing customers or a unknown audience basis on specific demographic traits.
In this post lets discuss about the basics as a marketing platform;
Advertising on Facebook
Why?
With the new age
of smartphones & high speed internet connectivity, it is expected that 1.3
billion user visit Facebook, of this more than 60% user visit every day. Of
these 700 million visit every day through their smartphones. While at home, or
work, coming for a meeting or sitting idle they are always either sharing their
information with the world or receiving info. from their friends or family.
Promoting product to them right when they are actively looking for or sharing
information can lead increased visibility, attention span resulting into higher
visibility.
Also with the
most of the developed markets & companies have Do Not Disturb or blocking unsolicited marketing calls &
emails this could be an effective way to reach out to your existing &
potential customers.
How?
Advertising on Facebook
can be divided into main genre organic posts & paid advertising (also
referred to as adverts).
Organic Post; These are the general
post that you put on your Facebook page to let them know what up with your
business, latest deals, new offering, special offer etc. All the information
you put on you page is share with you loyal fans who have like your page.
Paid Post (Adverts); However if you
already have a hands on experience with Facebook or think of expanding business
to reach out to more customers, or have a customer database Adverts is a great
next that you can take.
Organic Posts
If you are new to
Facebook as a business medium, or if you are a local bakery, restaurant or
Fruit store that has a strong repeat customer base or fan following in the
neighborhood or is often limited by the inventory or scale of operations &
servicing it is a great way to start. You can simply
create a Facebook page & start posting.
With a Facebook
Page, you can engage with your new and existing customers by:
- Listing details – such as opening hours and contact info. With Facebook you can let your customer know what make they can expect from you & what make you distinct from rest of your competitors. Not only this you can also share various valuable information with your prospective customers like, your contact info or your business hours
- Adding big, beautiful photos and images -
- Posting updates to let people know the latest about your business. Special offering for new or returning customers
- Menus - Let the customer know your specialty
- Posting Updates - With the ease that you can post on Facebook, provides you with a great opportunity to easily modify your content or run a special offer for your customer. When you post, you can
- Write messages that instantly appear on your Page.
- Add links to your website, photos or videos for more engaging content.
- Share special business events or milestones.
- Pin a post to the top of your Page so it’s the first thing customers see.
- Translate your posts into different languages for different audiences.
- Embed a post on your website. If there’s a special post that you want visitors to see, they’ll go right to your Facebook Page when they click on it.
We give you a number of
ways to post so you can reach the right people.
Paid Campaigns
To advertise on Facebook first you should have a clear goal
in mind that what you want to achieve from this campaign. Your goals could be
clubbed into any of the following major categories;
- Talk about your Page and posts
- Connect with your business on Facebook
- Go to your website
- Shop or take action on your website
- Install or use your app
- Visit your shop
- Invite others to your events
- Redeem offers
Ad Campaign Structure
Ad
campaign structure in Facebook is divided three levels
- Campaign: Choose an advertising objective for each campaign you create and that campaign will consist of one or more ad sets. This helps you optimize and measure your results for each advertising objective.
- Ad Set: An ad set contains one or more ads. You’ll set a budget and a schedule for each of your ad sets. You’ll also define your audience, placement, and bidding (bid type and bid value) at the ad set level. This way you can control how much you spend on each audience, schedule when they see your ads, and measure their response.
- Ads: Ads live within ad sets. Creating multiple ads in each ad set will let us optimize their delivery based on variations in images, links, video, text or placements.
Placement of Ads on
These
ads are placed on different places in your audience feed. They can be part of
any of the following
- News Feed
- News feed on mobile
- Right column of any page
- Right column of search results page
- A partner mobile app
Cost of Advertising on
Cost
of advertising on Facebook is similar to advertising in your local newspaper,
except that you are in control of how much you want to spend. There are
primarily two modes of costing (Cost per Impression or Cost per Click) on facebook
aand you can set a daily budget that you are comfortable with.
Cost Per Impression or Cost per mile (CPM)
(CPM) stands for cost per 1,000 impressions.
Think of impressions like views: the first time your ad is served to someone in
either their News Feed, mobile News Feed or as a right column ad, that will
count as an impression. CPM might be a good choice for your business if you
want to build awareness around your brand.
If your CPM is $1, you'll be charged $1
for every 1,000 impressions on your ad.
Cost Per Click (CPC)
CPC stands for Cost per click. With
this method, you'll pay for every click your ad receives. Clicks may include
likes, comments and shares. If you're paying for clicks, Facebook will optimize
to find the people most likely to click on your ad. CPC may be a good option if
your objective is engagement with your audience.
With CPC, you can set a manual bid.
Your bid is the maximum amount you're willing to pay per click. For example, if
you set your bid to $1, you'll never spend more than $1 dollar per click. In
some cases, you may spend less than your bid.
Targeting on Facebook
Facebook lets you reach your right
customer audience. This right customer audience may be defined on the terms of
nine broad categories;
- Custom audience
- Look alike
- Location
- Demographics
- Interest
- Behavior
- Education
- Connection
- Partner categories
Custom audience
Facebook lets create custom audience using email address, mobile nos,
marketing Ids, mobile advertising Ids. It also lets you target customer who
have been to your website or who are using your mobile app (remarketing)
Look alike audience
Lookalike audiences let you reach new people who are likely to
be interested in your business because they're similar to customers you care
about.
When you use Custom
Audiences, you can choose to create a Lookalike Audience that targets people
who are similar to your Custom Audience list. Lookalike audiences help you
reach people who are similar to your current customers for fan acquisition,
site registration, off-Facebook purchases, coupon claims and brand awareness..
Location:
Enter the name of country (could be one or more), states,
provinces, cities and zip codes (This feature is available in US only) or post
codes (internationally) to show your ads in those locations. You can use any of
the choices in any combination. You can also choose a radius from that location
or exclude a location that falls within the selected area.
Demographic Targeting Options
Age & Gender: You can define & select the age group of your target
audience to reach to your target audience. You can also do the targeting basis
gender. You can use these demographic targeting options to select audience
segments related to categories such as relationships, education, finances, and
life events.
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