Facebook for Business Promotion

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Image-Facebook for Business Promotion.
Image-Facebook for Business Promotion.

Run a business page for your brand and enhance visibility. Get users to engage with your content to get results. SMBs and politicians can establish their brands on social media following best practices. Optimize your Facebook page and settings to get conversions with strategies. Integrate features such as Messenger, Events, and Facebook live. These features in Facebook for business promotion reach out to your communities. Create different types of posts and events and get likes and follows. Grow your audience through groups and automate using an autoresponder service. Develop a Facebook sales funnel and generate revenues by using boosts and Ads. Use data to continuously improve upon the performance of your Facebook page. The Facebook Business Manager manages your pages, ad accounts, catalogs, and pixels in one place. Achieve your business goals by getting new customers.

Facebook for Business Promotion: Post & Pages

fig1-Facebook Interface
fig1-Facebook Interface

Create a Page

Click on the + icon as shown in fig1.

fig2-Create a Page
fig2-Create a Page

From the drop-down menu fig2 > [Page ~ Ad ~ Group ~ Event ~ Marketplace Listing-Fundraiser] click on ‘Page’.

fig3-Create a Page~Page Information
fig3-Create a Page~Page Information

Create your page by entering Page name, Category, and Description and click the Create Page tab fig3.

fig4-Manage Page
fig4-Manage Page

Manage your Page

Manage your page after creating a page fig4. Upload your profile and cover images. Keep the size for a profile image at 360*360 pixels and cover image 820*312 pixels for desktop and 640*360 pixels for mobile. Create @username and use the +Add a Button tab and from the drop-down options choose the CTA button such as [Messaging or a SignUp or a Get Directions or Learn More]. Your vanity URL (username) should be up to 50 characters long. Provide your info & preferences by adding details such as phone no, messaging preference, page buttons, etc. Start with introducing your page by welcoming/ inviting people to your page. To know how your Facebook Business Page operates, click through the prompts.

fig5-About Page, Create Post
fig5-About Page, Create Post

About Page

Configure your About Page fig5 by adding details such as location, website, business hours, etc. Tell people a story about your business with relevant images. In this place give a long description of your Company sighting reasons why people should like or review your business. Include members who can assist them with the page. Provide details about online service timings and the time they will take to respond through Facebook messenger. Customize your page further and add templates and tabs by going to settings. Add a team to your page and define the roles – Admin, Editor, Moderator, Advertiser, Analyst, etc. Depending on the type of business, provide information such as products, price range, or a menu. The (…) more tab at the top right next allows you to choose the Like | Follow | Share etc tabs.

fig6-Edit Page Info
fig6-Edit Page Info

Edit Page Info

Add or edit business details, like start date, contact information, and other social media accounts. Editing options for the page can be reached by navigating to the ‘page’ or ‘edit page info’ tabs in the left pane under ‘Manage Page’. Add or edit details such as a location for the business with open hours, availability of parking, etc.

fig7-Facebook for Business Promotion~Boost Post
fig7-Facebook for Business Promotion~Boost Post

Facebook for Business Promotion: Posts

Next, create a post or add a photo/ video and use the ‘promote’ tab to advertise and extend your reach. Publish your first post. The Post should have engaging content consisting of text, photo, video, link, CTA, etc which people like to see and share. Boost your post by clicking the ‘Boost a post’ tab under ‘Create ad’ fig6

fig8-Pinned Post
fig8-Pinned Post

Click on the more ‘…’ tab and in the dropdown choose pin to the top of the page. Click the pin icon to pin the post at the top of your feed. After the post has been pinned at the top of your page click the ‘Unpin from top of the page’ tab if you want to unpin it. fig8.

fig9-Publishing Tools>Instant Experience~Canvas
fig9-Publishing Tools>Instant Experience~Canvas

Create interactive Canvas ads by scrolling down through the menu to the left side under your Manage Page tab. Click the Publishing Tools and scroll down to select Instant experience (Canvas) fig9. Use Canvas as a post to your page instead of just limiting it to an advertising unit. Publish a Canvas as a post with interactive content and view the data in analytics.

fig10-Facebook for Business Promotion~Setup a Live Stream
fig10-Facebook for Business Promotion~Setup a Live Stream

Facebook Live

Start working on how to get fans to your Facebook page by inviting your friends and coworkers. To ‘Go Live’ on Facebook from your desktop go to +button and click the create post tab. From the Add to your post tab choose the (,,,) more tab. Click the Live Video icon from the option. On the page displayed, add a title and description and say what the video is all about. Choose the post to a page that you manage. Allow Facebook to access your camera and set up the Live Stream fig10.

Facebook Live Videos helps you to organize webinars and online events for members of your group. It can reach and target your audience and boost engagement.

Messages sent to your page can be seen in the inbox. Experiment with the different types of posts – Texts, Links, Videos, Photos, etc. Hold a contest and let your fans interact with your page by likes.

fig11-Boost Post

Promote your Post

The ‘Boost Post’ button fig11 on your Facebook promote page expands your reach. Organic reach continues to be low but the ad algorithms consider it as a “lightweight advertising tool.”. It is wise to allow Facebook to boost your Ads by integrating the advanced features that target specific audiences.
More robust targeting, placement, and bidding options are made possible. Multiple versions of these boosted posts for split testing can then reach different audiences.

Use a Social Media Tool with built-in Analytics that shows you what has worked and what has not worked.

fig12-Page Insights
fig12-Page Insights

Facebook for Business Promotion: Pages

The Page Insights menu fig13 is located in the top bar of your Facebook page. It provides you with stats such as Page Views, Post Reach, Post engagements, etc. By going to Posts from Insights you will be able to see data for – When your fans are online? Look at Post types and Top Posts from Pages. Scrolling down the page you will find details of All your Posts which you can Boost. Get verified on Facebook with a grey or a blue badge.

Facebook for Business Promotion: Ads

fig13-Choose a Goal
fig13-Choose a Goal

Create a new ad from scratch by choosing a Goal. A Goal can be – | Get more WhatsApp messages | Get more website visitors | Boost a Post | Get more messages | Promote your Page | Promote your business locally | Get more leads

fig14-Facebook Ads Manager
fig14-Facebook Ads Manager

Buying Facebook Ads

Use Facebook Ads to create Ad Campaigns for promotion of products or services.

  • Click on ‘Create an Ad’
  • Enter your website where the Ad should point. Next type a title (25 characters) and the body text (125 characters). From the browse button, select a logo or image from your computer to be displayed in the Ad. Click ‘Continue’.
  • Select your target audience. Fill in details about your Audience > location, gender, age, education, workplace, keywords, languages, and sexual orientation. If no details are provided, the Ads will be served to all users. Click “Continue’.
  • Select the billing currency. Billings can be per impression or per click. Give a name for your Campaign and choose a maximum daily budget and click ‘Create’.
  • Type the CC payment details and click “Place Order”

Ad Formats

fig15-Ad Formats
fig15-Ad Formats

Based on different objectives use a single image ad, collection, carousel, slideshow, or Instant Experience to advertise with multiple images and video fig15.

fig16-Choose your Objectives
fig16-Choose your Objectives

Campaign Setup – Objective

Select Objective – ‘Engagement’ from the various options fig 16.

fig17-Campaign Name
fig17-Campaign Name

A Campaign consists of one or more Ad sets and Ads. Name your campaign and pick one objective for each. Toggle A/B split test button and compare two versions of the same Ad fig 17 to see which performs better. Use it to test conversion goals such as landing page design, headlines, CTA buttons, fonts, color, sign-ups, etc.

fig18-Audience
fig18-Audience

Choose your Audience

Select your audience from (1) Custom (2) Lookalike fig18.

Custom audiences place your Facebook ads in front of a specific audience. The three types are one from your own mail list, the second the visitors on your website (Facebook pixel), and the third the visitors taking action in your app. They can be further narrowed down using parameters such as interests, behaviors, location, job, income, etc.

Lookalike audiences build a target audience of people outside your customer base that matches your ideal customer profile. The three types are custom audiences you already created, users who have visited your website (Facebook pixel), and users who liked your page.

fig19-Ad Placements
fig19-Ad Placements

Ad Placements

If you are starting with Facebook Ads select Automatic placements fig19. This will enable Facebook to place your ads across Facebook, Instagram, Messenger, Audience Network, etc to obtain the best results. With expertise, you can choose to place Ads in specific locations involving device types – Mobile or desktop, and a combination of platforms.

fig20-Budget & Schedule
fig20-Budget & Schedule

Budget & Schedule

Choose a daily fig20 or lifetime budget depending on the amount you want to spend on Facebook Ads.

fig21-Conversion Tracking
fig21-Conversion Tracking

Facebook for Business Promotion: UTM parameters

Identify – Your Facebook Page represents your business. Creative – enter your post ID by selecting the post. Enter the URL parameter in the box fig21. The URL parameter will be as shown under:
www.sapcanvas.com?utm_source=facebook&utm_medium=cpc&utm_campaign=engagement&utm_content=Ads

Read more by clicking on UTM-parameters.

For Conversion tracking select one or more options and view results in Ads Manager along with Ad performance data. Include pixel code to your website, instant experience to report conversions. Notice activity and build audiences for ad targeting.

fig22-Facebook for Business Promotion~Google Analytics Tracking
fig22-Facebook for Business Promotion~Google Analytics Tracking

Go to Acquisitions in Google Analytics fig22 and click on ‘All traffic’ and from the drop-down select ‘Source/Medium’. Next, from the primary Dimension click on ‘Other’, and from the dropdown of ‘Acquisition’ select the parameter for tracking of ad set performance. Possible options for reporting are ad content, Campaign, Keyword, etc. Read more by clicking on Google-Analytics.

To accurately track your campaigns in Facebook ads use UTM codes. The tracking section of Facebook Ads allows you to include a custom parameter for each ad. They show whether ads are paying off by categorizing conversions in the marketing channel.

Ad Copy | Visuals

Follow strategies that work for your Facebook ad copy or visuals by targeting specific users. Test different versions to ensure it is well received with the whole audience. Find out which copy evokes a good response based on clicks. Facebook Pixel adds to UX and the image in the ad copy has to be relevant spelling out the offer- the value of products or services. Create urgency by limiting the offer with a discount and a deadline. Use the Relevance Score tool from the Ads Manager to measure the score of the ad formats. Ad copies have to provide necessary information to captivate interest that drives users to click on the ad.

Landing Page

The landing page is the page that your audience will get to see after clicking your ad. There are many ways in which you can design and publish your landing page on Facebook. A Facebook landing page attract people to click on your message and keep them interested once they do it.

Facebook Pixels

When users on your website take action after seeing the ad, the pixel is triggered to track those users. These customers can be retargeted by using a custom audience. Ad conversions take place. Facebook delivers ads to those people who have a chance to take action. This phenomenon is termed “Conversion Optimization”

Installing Facebook Pixels

An analytic tool allows you to add a Javascript code to your website to build audiences for your campaign. In your Ads Manager click on ‘tools’ and then click ‘Pixels’. Next click ‘Create a Facebook Pixel’. Enter a name for your Facebook Pixel and checkbox to accept Facebook Pixel terms. Then click ‘Create Pixel’ and further click either on ‘Install Pixel Now’ or ‘Email Pixel Code‘. Copy the code in the box which is referred to as the base code. Place the code in the header section of all pages on your website. Check if the pixel is working by using the Pixel Helper (Chrome Extension) to see if it is loading on your website. The Facebook Pixel code is now set and you can add standard events or custom conversions to particular pages of your site.

Overlapping Audiences

Marketing with different ad sets for the same audience’s attention is known as Audience overlap. The greater the overlap, the lower the quality of your campaigns.

Converted Audiences

Facebook allows you to rope in the genuine audience that reveals interest in your offer. The converted audience is the people who take action. Select a goal for conversions – sales or visits to your store and get your target audience a commitment to buy.

Facebook for Business Promotion: Groups

Facebook groups and messaging features are the essentials where users connect and engage. A group is focused on its members. Create opportunities for the members in the group so that they share and participate. This will result in a worthwhile engagement. If group interaction benefits your business use it for generating revenues. After all online communities are the fastest way to find and reach new like-minded consumers.

Groups v/s Pages

Pages are the profiles for entities, such as brands or businesses. Moreover, pages have features such as insights and advertising having access to data. Groups represent small group communication where people share their interests and communicate their opinion. People can join the group and post their opinion on a wall and engage through discussion threads. Facebook Groups are of three types – public, closed and secret. In a closed group, users cannot access the group’s content unless they are approved by the admin and join the group.

Branding Groups

Business brands that revolve around groups can build communities around them to maximize reach and engagement. Link your Facebook page to your Facebook group and engage.

fig23-Facebook for Business Promotion~Groups

For building a community around your page create a group by clicking on the group icon fig23 in the Facebook interface fig1. In the left pane below Groups click the +Create New Group tab.

fig24~Facebook for Business Promotion~Create New Group

Enter the name of your Group and choose privacy from the dropdown whether Public or Private fig24.

Alternatively, go to your Facebook page fig4 and click on ‘Groups’ from the menu bar. You can also click the +icon fig23 in the interface and then click the Group tab fig2 from the dropdown menu

Group engagement

The audience of the group sees you playing the role of an ‘Influencer’. So post something that your group wants to see and hear from you. To deliver what they want, create an opt-in and a post welcoming new members. Introduce yourself and what they can expect from the group. Pin this welcome post to the top of your page and start building a community. Continuously engage with the group and members will reciprocate. They will stick around as long as they feel they derive value and services from the group. For this the website/ blog on which your group audience land should be value-driven.

Sell advertising spots or sponsored posts on your website/ blog using services such as whitepress.net Create a Press Kit which includes FAQ, Company overview, staff biographies, photos & videos. Your group should be able to interact through the contact option.

Monetize Groups

Working directly with brands and affiliate marketing can help you monetize Facebook groups. Use popular Affiliates such as Amazon Associates affiliate program since people do buy from Amazon. Use free downloadable assets such as reports, free guides, how to…, checklists, etc to build your list using Email marketing. People joining your list are a prospective audience for sales promotion.

Page Admins can utilize their pages to manage groups. This grows their pages, and chatbots can automate marketing. Other ways to monetize groups is by creating buy & sell groups, membership & subscription fees, referral marketing, advertising & sponsorship revenues, etc. Some methods of monetization can violate Facebook T&C. Check the rules before you start and act accordingly.

Facebook Group Insights.

Use Facebook Analytics. Facebook Group Insights overview provides details about – growth, engagement, and membership. Admins can view or download insights for the Facebook group. See the data that contains daily numbers for total members, member requests, active members, total number, posts, comments & response to posts.

Growth – progress of your group in terms of its members. Engagement – the activity of the group’s post in terms of active members, post visibility, shares, comments, likes, etc 
Membership – info about member demographics – gender, age, city countries 

Read more by clicking on Google Analytics. and go through the Facebook Group Insights tool – sociograph.io and grytics.com