Facebook and Marketing

Learn everything you need to know to be successful at Facebook marketing.

Facebook and Marketing

With the increasing popularity of promoting and advertising on Facebook, it would be worthwhile to see whether your company could benefit from using Facebook’s advertising services. Before you start a Facebook advertising campaign, there are many things you should know. Do you know how to advertise on Facebook properly? Do you know how to reach your target audience? Do you know what the most important Facebook marketing metrics are? To become a successful Facebook marketer, you must leverage the right knowledge, strategy and tools to develop an effective Facebook marketing campaign and post effective content that will increase the loyalty of your Fans.

How Do Facebook Ads Work?

Facebook ads are shown on the right hand column after a Facebook user logs into their account. Each Facebook ad consists of a title, a small picture and a text that can have up to 135 characters. The picture is a standard component of the ad and is included in the advertisement for no additional cost. The Facebook ad can link users to an outside website or it can be focused to attract new Fans for your Facebook Page.

Reaching the Right Audience – Facebook Ads Targeting Options

One of the biggest advantages of Facebook advertising is targeting a specific audience, which is constantly being updated and improved. With this powerful tool, your advertisement can be accurately directed at the groups of people your company has researched to be your target audience. If you decide to use this feature, you can target users by socio-demographic factors – age, gender, education, etc. – and also according to interests.

Age Targeting

Facebook targeting options allow you to reach people within the age range of 13 to 64. This is a very important feature to use when targeting the right audience. Many people mistakenly believe that there are only young people using Facebook but this is not true. Over the last few years, the number of older people using Facebook has risen by a significant amount. Therefore, the opportunity to segment your audience and target an older audience might be useful; especially since older people have a higher income and can afford to spend money on your goods and services.

Connection Targeting

The Connections targeting option helps you manage whether or not your ad will display to users who already have some connection with your company on Facebook (hence the name, ‘connection’). For example, you can choose to display the ad only to users who have ‘liked’ your Page, joined an event, or used your App or game. On the other hand, you can choose to avoid displaying your ad to individuals that are somehow connected to your company via Facebook in order to target people outside your business community. This definitely is one of Facebook advertising’s most powerful and exclusive targeting features.

Education and Work Targeting

This targeting feature allows you to display your ads only to people who are employed, studying at a university, have a obtained a degree in engineering, etc. Many advertisers on Facebook use this powerful option often because it gives you the ability to reach your target audience more effectively.

Gender Targeting

Facebook ads allow you to target social users based on their gender as well. Therefore, if you are offering gender-related goods or services, this option might be very useful to you.

Language targeting

Since Facebook has over 1 billion users worldwide, language targeting is a very important feature. If you are trying to make your Fan Page global on Facebook, it would be worthwhile to look at the chart of statistics about the Top countries on Facebook.

Location Targeting

Facebook location targeting is very similar to the previous option of language targeting. However, this option is more specific, which can help you focus on specific markets on a country or city scale. This filter is useful for businesses who are trying to break through on a global and national scale, or for even generating more customers to your small local business.

Precise Interest Targeting

Precise Interest targeting allows you to target a specific audience based on the Facebook users interests and content they have shared on their Timelines. This targeting option bases its results on the data people are publishing on Facebook; like hobbies, interests, education, work, or Pages they have “liked.”

Relationship Targeting

Relationship targeting allows you to direct your Facebook ad towards people with different relationship statuses- if they are single, in a relationship, engaged, or married. This may be useful for companies or businesses who offer goods or services designated for couples, married pairs, singles, etc.

However, you should keep in mind that the more targeting options you select, the more focused your segment of potential audience will be and therefore, the price is higher for the click (pay per click). Although the price per click is higher, if you narrow your potential group as much as possible to most efficiently target your audience, the probability that those targeted people will become your customers will be higher as well. By comparison, if you target the largest group possible with little or few options selected, the price per click will be low, but a large majority of the audience will not likely be interested in the advertised product or services.

Types of Ads

Event Ads

Facebook’s Event Ads are incorporated within the Events feature. You can increase both engagement and attendance to events organized via this feature.

In-App Advertising

The in-app advertising allows you to promote your Page or website within the Facebook Apps platform.

Log Out Ads

There are also Premium Ads on Facebook that will show up when users logout of Facebook. This is a new feature, unlike before, when users were redirected to a basic log out page.

Premium Ads

Premium Ads are shown on the Facebook homepage and on user Profile Pages. Since, these are the two most used pages on Facebook, it provides you with the opportunity to reach thousands, even millions of people within a short time. This type of ad is considered to receive the most attention.

Sponsored Stories

Sponsored stories are different from ads because it is a story (although it is still basically an ad), but you can see which of your friends “liked” this page and the total number of likes it has received. Businesses and organizations pay for these ads to increase the probability that you will notice it because your friends and other Facebook users have already clicked it.

What is EdgeRank?

The average Facebook user has at least 245 friends and 100 other “links” (e.g. pages, events, groups, etc.). This means that, on the average, for each story displayed on your News Feed, there are approximately 500–750 other stories created from your other “links.” However, Facebook understands that you probably want to see updates relevant to you and not from a friend that you don’t know personally. It is in the best interest of Facebook to display content that will interest you so that you will be more engaged – liking, commenting, and sharing. For this reason, Facebook has developed the so-called EdgeRank – an algorithm that determines which stories are displayed on your News Feed.

Facebook Insights

Facebook Insights is a free analytics tool that allows the administrators of a Page to see how their Fans are interacting to administrator posts and other content. It lets you analyze and track new and all-time likes for your Page, monitor your Page’s active users, measure your Page’s engagement and view the user demographics of your Page – gender, age and location. In addition, you are able to see which Page Posts received the most engagement and view the number of users who have unsubscribed from your Page.

Facebook Social Plug-ins

Facebook Social Plug-ins are tools using which help you integrate your current website to Facebook. By using Social Plug-ins, you allow users to share their opinions and thoughts outside of Facebook and link them to Facebook. The main Social Plug-ins include “Like” buttons that when clicked, allow you to publicly share and connect with content from other websites you are personally interested in. Then, there is the “Send” button – clicking on it will share a link with your own caption as either a Facebook message, Facebook Group post, or email. Another Social Plug-in is the “Comments box,” where you can openly comment on another website (it is usually used as a discussion under an article or a blog post) using your Facebook account. Another of the main Social Plug-in is the “Activity Feed” for you to see what your friends have liked, commented on, or shared somewhere. The last of the main Social Plug-ins is the “Recommendations for You,” which displays the most “liked” content by your friends on a particular site.

How Much Does the Facebook Advertising Cost?

Facebook offers two of the most common models of billing. The first option is payment/pay per click (PPC) where you simply pay for each time a social media user clicks your ad. The second model is to pay for the number of displays – so you are charged for the number of times your ad is displayed on Facebook (notwithstanding how many people actually click on your ad). Different campaigns require various approaches and various models of billing. However, the most common method of billing is the pay per click model. Nonetheless, the plan you choose should depend on factors such as the targeted audience, quality of the ad, number of similarly targeted ads by your potential competition, etc.

Overall, how much does Facebook advertising cost? This obviously depends on the size of your plan. However, if you advertise on Facebook correctly then you should see a higher return on investment (ROI) than the amount of capital that you put into Facebook advertising. This means you should make sure to track all of your Facebook advertising to ensure that you are maximizing your Facebook advertising ROI.

How To Advertise On Facebook

The first step to begin advertising on Facebook is to create a Facebook Page, if you have not already done so. To create an identity for your business on Facebook, you need to upload an original and unique Cover Photo. You should use your business logo as the Profile Picture. Next, post content that appeals to your fans and share your Page with your friends so they will “like” it. This will help create your fan base. Create several different ads to help you connect with more people and help you build the right audience. Most importantly, use the targeting options. If your business is selling wedding dresses, it wouldn’t be appropriate to target males who have their relationship status as “single.” After creating a few different ads, see which kinds of ads have worked the best for you and continue to use those types of ads.

You should post regularly on your Page with content that is appealing to your Fans. Make sure your Fans have a reason to visit your Page. Ask yourself the question – would you be willing to go to a Page with no recent or gripping content? Use the Facebook features effectively – ask questions to your Fans, share exclusive news, and respond to people as soon as possible when they post to your Page. Encourage people to check-in if it is a place of business, participate in your events, or mention a discount or promotional offer that are only accessible to your Facebook fans. Simply said- make your fans eager to go to check your Page frequently for new content, messages, offers, etc.

What Are the Most Important Facebook Marketing Metrics?

Track, monitor, analyze, and maximize the number of people clicking on the “like” button of your Page. By measuring and tracking the analytics, you can better understand what content drives the most interactions and user engagement.

What Defines Social Media ROI? We determine the return from social marketing based on user engagement – the more users who engage with your brand’s content the better. Socialbakers has created an engagement metric called the Engagement Rate, which we use to monitor Facebook in our Analytics PRO tool. Here is the formula:

Other Important Metrics to Follow

  • Reach / Fans: This compares the number of fans of your page versus the number of fans your competitor’s page may have.
  • Interactions / Engagement Rate: The number of interactions your activity and posts generate (likes, comments and shares, and the Engagement Rate of your fans).
  • Wall Posts / Mentions & Response Rate: As already mentioned, it is very important to monitor how well are you interacting with your fans and the rate at which you are responding to their questions.

Our Socially Devoted Project

Socialbakers introduced a new standard to customer care on Facebook based on the results of our three month study called “Socially Devoted.” We collected data from over 9,000 Facebook Pages (brands and media) across all industries from March 1st, 2012 to May 31st 2012 to see how companies leverage the interactive nature of the biggest social network and respond to questions from their fans. The results were shocking! Up to 70% of fan questions aren’t responded to and 25% of global Pages close their walls and ignore their community.

The conclusion is simple: Don’t ignore your Fans. Don’t ignore their posts and questions, because you are deliberately forcing them not to like your Page anymore. Thus, it is important to measure your Response Rate (RR-The ratio of questions responded to vs. not responded to) and the Response Time (RT- how quick you answer your fans). Both metrics help track how often you respond and react to the posts made to your wall.

Remember to analyze, which Post Types are the most engaging for your Page. This is not applicable for all Pages as different Pages have different engagement through various types of posts. Adjust your marketing strategy to post the content that viewed as most engaging to your fans through your analysis. If you follow and track your Facebook Page according to the appropriate metrics and make the necessary changes to be attentive and adaptive to your fans, your Facebook marketing strategy should be successful, fruitful and thriving.

Staff Writer

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