10 Facebook marketing mistakes to avoid

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Published Date:02-08-2017
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Chapter 1: Exploring Facebook Marketing In This Chapter ✓ Discovering Facebook’s marketing potential ✓ Looking at four key Facebook marketing strategies ✓ Mastering the art of Facebook engagement ✓ Examining Facebook’s global market opportunities ✓ Understanding the basics of Facebook marketing ✓ Seeing the benefits of selling from the Facebook platform acebook is the most powerful social network on the planet. With Faround a billion active users, Facebook presents a unique opportunity to connect with and educate your ideal audience in a way that your website and your blog can’t even come close to matching. The reach of the Facebook platform has grown exponentially in the past few years and will only continue to get bigger. In fact, the number of market- ers who say that Facebook is “critical” or “important” to their business has increased by 83 percent in just the past two years. Today, almost anyone or any company can find a following on Facebook, from big brands such as Starbucks to small, lesser-known mom-and-pop shops. Facebook’s platform can turn a business into a living, breathing, one-to-one online marketing machine. Facebook is changing the game, and there’s no better time than the present to jump on board. In this chapter, we cover why Facebook should become a key marketing tool to help you grow your business. Specifically, we look at Facebook’s mas- sive marketing potential, its expansive capability to reach your ideal audi- ence, and the core strategies you can implement today to seamlessly add Facebook to your marketing program. Seeing the Business Potential of Facebook We have good news and bad news for you when it comes to Facebook mar- keting. The bad news first: Facebook marketing isn’t free. Sure, it doesn’t cost actual dollars to get set up with a presence on Facebook, but it’s sure 10 Seeing the Business Potential of Facebook to cost you both time and effort — two hot commodities that most business owners have very little of these days. You have to account for the time and energy it takes to plan your strategy, set it up, get yourself trained, execute your plan, build your relationships, and take care of your new customers after you start seeing your efforts pay off. And although you don’t need to be tied to Facebook 24/7 to see solid results, dedicated time and effort is essen- tial when creating a successful Facebook marketing plan, and your time and effort are anything but free. But here’s the good news: This book can help you streamline your Facebook marketing efforts and eliminate the guess- work that often goes into figuring out anything that’s new and somewhat complex. Facebook marketing can help you create exposure and awareness for your business, increase sales, collect market data, enhance your customers’ expe- rience, and increase your position as an authority in your field. However, before you can start to see real results, you must determine why you’re on Facebook. If you take the time to ponder the following questions, you’ll gradually begin to create a road map to Facebook marketing success: ✦ Why do you want to use Facebook to market your business? More spe- cifically, what do you hope to gain from your use of Facebook, and how will it help your business? ✦ Who is your ideal audience? Get specific here. Who are you talking to? What are the demographics, needs, wants, and challenges of the person who will buy your products, programs, or services? ✦ What do you want your ideal audience to do via your efforts on Facebook? In other words, what feelings, actions, or behaviors do you want your audience to experience? When you’re clear about why you’re on Facebook, you’re better able to design a strategy that best fits your business needs. We explore many potential strategies through the course of this book. For now, though, in the name of helping you better understand how you can use Facebook to market your business, here’s a list of just a few ideas you can implement when you embrace Facebook marketing: You are not in the Facebook marketing business Remember this very important fact: You are not business — and Facebook is a tool that you will in the business of Facebook marketing. Your use to do that. Take the pressure off yourself job is not to become an expert or master of to master Facebook marketing. This will make Facebook. As you navigate this book, remem- all the difference as you master the strategies ber that your job is to be an expert at your outlined throughout these pages.Exploring Facebook Marketing 11 Seeing the Business Potential of Facebook ✦ Set up special promotions inside Facebook, and offer special deals Book I exclusively to your Facebook community. You could create a coupon Chapter 1 that your visitors can print and bring into your store for a special dis- count, for example. ✦ Offer Q&A sessions in real time. Your visitors can post questions about your niche, product, or service; then you and your team can offer great advice and information to your Facebook community. ✦ Highlight your Facebook fans by offering a Member of the Month award. You could choose and highlight one fan who shows exemplary participation in your Facebook community. People love to be acknowl- edged, and Facebook is a fantastic platform for recognizing your best clients and prospects. ✦ Highlight your own employees with an Employee of the Month feature on your Facebook Page. Profile someone who’s making a difference at the company. You can include photos and video to make it even more entertaining and interesting to your audience. ✦ Sell your products and services directly inside Facebook. Include a button that links your fans to an electronic shopping cart to enable them to buy in the moment. You have many opportunities to promote and sell your products and services on Facebook. The preceding list is just a glimpse of what you can do inside Facebook’s powerful walls. Many more opportunities await you — but you’ll have to read a few more of our minibooks to get acquainted with them. Reaping the benefits for business-to-consumer companies When it comes to business-to-consumer (B2C) companies, one of the great- est advantages of Facebook marketing is the ability to engage one-on-one with your ideal clients. By asking questions, encouraging conversations, and creating personal engagement with your customers and prospects, you can build relationships in a way that wasn’t possible before social networking took the marketing world by storm. Although we all know that consumer brands with big marketing budgets can attract millions of followers on Facebook, there’s still room for the little guys. Here’s a thought experiment: Rather than feel frustrated because your com- pany can’t compete with big-brand giants on Facebook, turn the success of those companies into an opportunity for you to model the best and learn from them. Here are four key strategies that the big B2C companies have adopted in their Facebook marketing strategies to help them stand out from the rest:12 Seeing the Business Potential of Facebook ✦ Acknowledge your fans. The B2C giants on Facebook do a fantastic job of spotlighting their fans. When fans feel appreciated, they continue to engage with your Page. One great example of this strategy comes from Oreo, which knows a thing or two about standing out. In celebration of its 100th birthday, Oreo created a campaign to spotlight its fans’ birthdays too. Every single day during the celebration, Oreo chose one fan who had a birth- day that day and spotlighted that person in its Timeline cover photo, as shown in Figure 1-1. Oreo’s Facebook Page has millions of fans, so those folks must be doing something right Figure 1-1: Oreo can wow its audience by creating unique experiences. ✦ Know your audience. When you’re clear about who you’re communi- cating with on Facebook, you can create experiences around your audi- ence’s interest and likes. An example of a B2C company that’s in tune with its audience is Red Bull, as evidenced by that Page’s custom apps and unique content. The team behind Red Bull’s Facebook Page knows what its audience will respond to best and then delivers. A series of online games and apps for fans, for example, is geared toward sports and high-impact competi- tions, as shown in Figure 1-2. ✦ Mix up your media. Facebook strategies that infuse a variety of media, including photos and video, often draw a bigger crowd. One example is Old Spice’s use of video in an (in)famous Facebook campaign. Old Spice was able to grab the attention of Facebook users with its Old Spice Guy videos, as shown in Figure 1-3. These videos showed a topless guy responding to fans’ silly and often hilarious questions and quickly became viral sensations. When the two-day campaign ended, the Old Spice YouTube Channel had almost 8 million views and 616,000 fans on Facebook. That’s impressiveExploring Facebook Marketing 13 Seeing the Business Potential of Facebook Book I Chapter 1 Figure 1-2: Red Bull keeps it fun with its Red Bull Arcade on Facebook. Figure 1-3: Got a question for the Old Spice Guy? Going viral When a video, article, or other piece of content along to their friends by e-mailing the link, posting goes viral, it means that people are continually it on their Facebook Pages, and tweeting about it. sharing that content through their online net- If a massive number of people begin to share the works. Someone might post a funny video on video, it will spread to others like wildfire, there- YouTube, for example. People start to pass it fore becoming what many call a viral sensation.14 Seeing the Business Potential of Facebook ✦ Have fun. Face it — most people log on to Facebook to have fun and connect with friends. Interacting with brands and businesses is not the No. 1 reason why people get on Facebook each day. That doesn’t mean, however, that these users aren’t a captive audience The key is to infuse fun into your Facebook activity when appropriate. Coca-Cola secured its spot at the top of many best-of-the-best Facebook Page lists with its fun, innovative promotions and playful, interactive fea- tures. Coke’s Summer Snapshot contest, for example, encouraged fans to take photos of themselves holding their special Summer Coca-Cola cans. Figure 1-4 shows an example of a fan photo. Notice that others can vote on the photos — which, of course, allows everyone to get in on the fun. Figure 1-4: A fan photo serves as part of Coca-Cola’s summer campaign on Facebook. Photos are viewed more than anything else on Facebook. They go viral quickly because when a fan posts a photo, that photo is sent to the News Feeds of all their friends. Hundreds of thousands of potential new fans will see these photos. When reviewing these four strategies illustrated by some well-known B2C companies, remember that you, too, can create these experiences for little or no cost. Again, model the best that’s out there, and make the strategies work for your own business.Exploring Facebook Marketing 15 Seeing the Business Potential of Facebook Book I Reaping the benefits for business-to-business Chapter 1 companies We know that Facebook marketing works well for B2C businesses, but if you’re a business-to-business (B2B) company, you may be wondering whether Facebook makes sense for your business. In short, the answer is yes In fact, 41 percent of B2B companies have reported acquiring a cus- tomer through Facebook. Not only can B2B companies incorporate the four key strategies mentioned in the preceding section, but B2B companies also have a unique advantage over B2C when it comes to Facebook marketing: Facebook’s platform is designed to support exactly what B2B companies need to be successful in attracting clients and securing sales. To better explain this idea, here are three factors that make B2B a perfect fit for Facebook marketing: ✦ B2B has a smaller potential customer base. This means that B2B com- panies don’t have to constantly focus on growing their numbers of fol- lowers to hundreds of thousands; instead, they can put the majority of their focus on nurturing the relationships they already have. Facebook is a platform that thrives on one-to-one relationships. ✦ Buying decisions in B2B rely heavily on word of mouth and reputa- tion. Businesses that are looking to make a huge buying decision often want to know what their peers are doing and how they feel about a product or service. Facebook’s open network allows people to see who their peers are interacting with and what they’re talking about at any given time, therefore making it easy to find out what others think about a product or service. ✦ B2B generally has a higher average price point than B2C. When the price of the product or service is considered to be high, the client is likely to seek out information and content to support buying decisions. On Facebook, content is king. The more high-value content a company can generate, the more likely it will be to attract the ideal client base and become a Facebook success story. For B2B companies, connection, knowledge sharing, and reputation manage- ment are key ingredients of success. Facebook’s unique platform can help optimize these key strategies. Developing genuine relationships with customers and prospects No matter whether your business is B2B or B2C, it really comes down to one person talking to another. No one wants to interact with a faceless brand, 16 Seeing the Business Potential of Facebook business, or logo. We all want to buy from a friend — someone we trust and feel comfortable engaging with regularly. Facebook allows us to move beyond the obstacles of traditional marketing (very one-sided) and instead communicate with our clients and prospects on a one-on-one level by putting a face with a name, making the entire exchange more human. Creating one-to-one customer engagement Engagement is crucial in mastering Facebook marketing. If you build rapport and can get your Facebook community talking, your efforts will go a long way. It’s one thing to broadcast a special promotion on Facebook, but it’s an entirely different experience to ask your fans a question related to your products and services and receive 50 responses from people telling you exactly how they feel about what you’re selling. In many cases, this real-time engagement can be priceless In Figure 1-5, the popular online shoe and cloth- ing retailer Zappos.com asks its audience about winter fashion preferences. Figure 1-5: Ask (a question), and ye shall receive. One very successful Facebook marketing strategy is to ask your followers interesting questions. It’s human nature to enjoy talking about likes and interests; therefore, encourage sharing by asking your fans to express their thoughts about their likes and interests. It’s a great way to increase fan engagement. Providing prompt customer service Before the days of social networking, phone calls, e-mails, and handwritten letters were just about your only options when it came to reaching out to your clients. Today, you can send a tweet or make a Facebook post to inform your customers of new features, benefits, or changes to your products or services. Social media allows you to get the word out quickly, making it easier for you to keep your customers informed and satisfied. If you optimize your Facebook marketing experience, you can provide your customers a superior customer experience — a much richer experience than you’ve ever been able to offer before. Not only can you create a social media experience in which you’re keeping your customers informed, but you can also give them an opportunity to reach out to you.Exploring Facebook Marketing 17 Seeing the Business Potential of Facebook Imagine this: You sell shoes. A client orders a pair of your shoes online and Book I receives them in the mail. When the shoes arrive, they’re the wrong pair. Chapter 1 That client logs on to Facebook and posts this message: I just received my much anticipated pair of red stilettos in the mail today . . . too bad the company messed up and sent me sneakers instead I’m frustrated At first glance, you may think that a post like that would hurt your business. On social sites like Facebook and Twitter, however, you can turn a poten- tially bad post into an opportunity to gain a customer for life. Imagine that you respond within just five minutes with this post: Julie, we are so sorry that you received the wrong pair of shoes We are shipping your red stilettos overnight, and make sure to look for the 50% off coupon we included in your box as well. Two pairs of shoes are always better than one Here’s what’s great: The opportunity for real-time problem solving is power- ful. You not only just saved a sale and made Julie a happy customer, but also showed anyone watching on Facebook that you care about your clients and will go above and beyond the call of duty to make them happy. This type of experience wasn’t possible before social media came on the scene. You can find out more about online tools that will help you monitor who’s talking about you online in Book IX, Chapter 3. These tools will help you stay in the know and in tune with your customers. They will also save you pre- cious time and effort when managing your Facebook activity. In addition to proactively monitoring Facebook for customer service issues, you can use many robust tools to create a virtual service desk directly inside Facebook. Livescribe, for example, has incorporated a support desk directly into its Facebook Page. As you can see in Figure 1-6, you can ask the folks at Livescribe a question, share an idea, report a problem, or even give praise directly from that Facebook Page. Customers commonly use social media sites to post questions or com- plaints. If you provide a designated place for support, you’re likely to keep your customers happy and turn them into repeat buyers What’s even more important is that others can see these posts. Then fans and potential buyers can go to this custom app to get answers or see what others are saying about the products. It’s another great way to educate fans about your products and services. In addition, this tool can cut down service calls when it’s executed correctly, saving your company time and money.18 Seeing the Business Potential of Facebook Figure 1-6: Check out the Livescribe Facebook support desk. Creating a shopping portal Facebook’s expansion into the e-commerce sector might forever change the way we shop. In the past, creating an e-commerce website took a lot of money and even more time. Today, Facebook’s platform — interwoven with third- party apps — has allowed millions of businesses to showcase their products and services and to sell them online. (To find out more about how third-party apps can be part of your Facebook marketing strategy, check out Book V.) When it comes to the kinds of shopping interfaces you can create on Facebook, you have two options: ✦ A storefront: Here’s where potential buyers come to browse products. When users want to buy, they click the Buy button and are then taken to a separate, e-commerce-equipped website to finalize the purchase. Currently, this type of shopping interface is the most popular, but we’ll likely see the second interface option (see next bullet) catch up soon. ✦ A fully functioning store: Your second interface option involves creat- ing a full-blown store where shoppers can browse and purchase without leaving the Facebook environment. You can find one example of such a fully functioning store on the Facebook Page for the Grandma Mary Show. Here, you’ll find a buying experience within Facebook where you can buy an e-book directly from that Facebook Page, as shown in Figure 1-7. When Facebook users post about products they love, the users’ friends naturally want to know more. This curiosity creates viral exposure for your products and services.Exploring Facebook Marketing 19 Using Facebook with the Global Market Book I Figure 1-7: Chapter 1 The Grandma Mary Show allows e-book purchases from directly inside the Facebook e-commerce platform. Facebook offers an extremely valuable opportunity to showcase your prod- ucts and services and to create a new portal where you can sell your goods. Using Facebook with the Global Market Few people would deny that the social media phenomenon, and Facebook specifically, is growing at a staggering pace. It’s important to note that social media is exploding everywhere, not just the United States. Online users in Australia, Japan, and Italy all show even stronger adoption of social media than Americans do, and those in China, Denmark, and Sweden are said to be adopting social media at the same rates as Americans. To give you a glimpse of the magnitude of Facebook’s global reach, here are some statistics pro- vided by Facebook as of March 2012: ✦ Almost a billion active users are on Facebook. ✦ People spend more than 700 billion minutes per month on Facebook. ✦ Half of Facebook’s active users log on to Facebook in any given day. ✦ People interact with more than 900 million objects (Pages, groups, Events, and community Pages). ✦ During March 2012, 398 million users were active on Facebook on at least six of the preceding seven days. ✦ More than 500 million active users access Facebook through their mobile devices monthly, and people who use Facebook on their mobile devices are twice as active on Facebook as nonmobile users. ✦ Young adults continue to be the heaviest Facebook users, but the most rapid growth is among those 50 years old and older. This group is the fastest-growing demographic on Facebook today.20 Understanding Facebook Marketing Basics ✦ From 2008 to 2009, Facebook’s international audience grew from 34 mil- lion to 95 million people. Today, more than 80 percent of users are out- side the United States, and translations into more than 70 languages are available on the site. ✦ Although the United States is the largest country on Facebook, Indonesia is Facebook’s second-largest market, with more than 45 million of its 200 million people online. The United Kingdom and Turkey are in the third and fourth spots. With more than 80 percent of Facebook users being outside the United States, it’s essential to understand Facebook’s place in the global market. Facebook breaks down barriers and makes introducing your products and services to international audiences easier. Here are some opportunities you can explore to extend your brand’s footprint in the global market: ✦ Use Facebook advertising to reach international audiences. You can target 25 countries with one Facebook Ad, or you can target one country at a time and drill down into specific cities within the country. You can also create multiple ads and target numerous cities in the countries you want to target with your ads. The more localized you make your ads, the better chance you have of reaching your ideal audience. ✦ Translate your content. With the rise of international markets on Facebook today, it’s wise to consider translating your content on Facebook. In fact, English accounts for only 31 percent of language use online. Facebook has its own crowdsourced translation product: Facebook Internationalization. More than 300,000 users have helped translate the site through the translations application. In many countries, the majority of people do not have access to com- puters with Internet access. Mobile devices are making it possible for Facebook to reach more people, however. As we mention earlier in this chapter, more than 500 million Facebook users access the site via their mobile devices each month. Facebook Indonesia executive Chamath Palihapitiya reports that nearly every Indonesian Facebook user is accessing the platform via his or her mobile phone. That’s a pretty astounding stat, to say the least Understanding Facebook Marketing Basics Facebook can supercharge your existing marketing efforts by giving you a platform to grow your audience, create deeper connections, and create new experiences to foster loyal client relationships. Facebook’s unique platforms that let you market and promote your brand online are your Profile and your Facebook Page.Exploring Facebook Marketing 21 Understanding Facebook Marketing Basics The Profile (also called Profile Timeline) was initially designed to allow you Book I to maintain your social relationships and communicate with your friends Chapter 1 and family members online. Facebook made some significant changes to the Profile, however, and updated it with a Subscribe button. The Subscribe button, which is optional, allows Facebook users who aren’t your Friends on Facebook to subscribe to your Profile updates, meaning that they can see your public posts in their News Feeds. Subscribing to someone’s personal account is a lot like following someone on Twitter. In other words, you don’t have to be Friends with someone on Facebook to see their Public posts. If you’re marketing a personal brand, the Profile with a Subscribe button may be perfect for your marketing outcomes. There are some strategic marketing reasons to have a personal account with the Subscribe button. We cover the complete marketing strategy for activat- ing your Subscribe button in Book II, Chapter 1. The second way to market on Facebook is via a Facebook Page. Pages are like digital storefronts, or places where your prospects can take a digital walk around your business to learn more about your brand and what you have to offer. Here you can highlight your best programs, products, and ser- vices to interact with an interested audience. A large portion of this book is dedicated to creating and optimizing your Facebook Page. Before we get into the how-to’s and strategies, though, we point out a few of the most important details you need to know to get off on the right foot. Marketing on your Page and your Profile Although you’ll soon find out all you’ll ever need to know about the differ- ences between a Profile and a Page, for the purposes of starting things off, here’s a quick rundown: ✦ When you sign up for Facebook, you create a Facebook Profile. A Profile is meant to be all about you. It has been referred to as a living scrapbook of your life. It highlights who you are and gives details about your life experiences over time. With the addition of the Subscribe button, you now have the option to make some of your posts public and other posts private. The opportunity to select who sees your posts gives you a unique advantage by allowing you to be selective and use your Profile to connect with family members and friends, as well as to post information about your business. ✦ Promoting your business, brand, or any other entity other than a person for monetary gain via a Profile goes against Facebook’s terms of service.22 Understanding Facebook Marketing Basics It isn’t against the rules, however, to mention your business and keep your relatives, friends, and those subscribed to your Profile informed about new happenings with your business. ✦ A Facebook Page is designed specifically to highlight your business, and its purpose is to allow businesses to communicate with their cus- tomers and fans. Those who follow your Facebook Page expect to see promotions and conversations about your programs and services, so it’s perfectly acceptable to promote your business on a Facebook Page. For a more comprehensive understanding of Profiles and Pages, check out Book II, Chapter 1. Developing your Page to be a hub of activity Your Facebook Page can serve as a meeting place for people who have simi- lar interests and values. Involve your customers in your conversations by asking them questions and encouraging them to share their thoughts. One way you can create a hub of activity is to encourage your fans to use your Facebook community as a platform where they can connect with other like-minded individuals. You can become the go-to source in your industry, for example, making your Page the hub of your industry’s latest news and happenings. By delivering valuable content via your Facebook Page, you’re setting up your company as the authority — a trusted advisor. One great example of a company using Facebook to position itself as the go-to source for an industry is 360i, a major player in the field of social media marketing (see Figure 1-8). Figure 1-8: 360i Facebook engagement activity. During the course of this book, you’ll have the opportunity to familiarize yourself with many strategies that can help you create a unique hub of activity — including a whole slew of strategies in Book VII.Exploring Facebook Marketing 23 Understanding Facebook Marketing Basics Book I Understanding privacy options Chapter 1 After you set up your Facebook Profile, you have several privacy options to choose among to determine just how much or how little of your Facebook self you want to share. These options become even more important if you decide to activate the Subscribe button, making your Profile more accessible. First, Facebook has what it calls an inline audience selector, which is a drop- down menu that lets you decide which group of people sees your post (see Figure 1-9). Figure 1-9: The inline audience selector’s options. With the inline audience selector, you can choose to display your post to five groups: ✦ Public: All your Facebook Friends and anyone who has subscribed to your Profile Timeline can see your post. ✦ Friends: All your Facebook Friends can see your post. ✦ Friends Except Acquaintances: All your Facebook Friends whom you manually selected as Close Friends can see your post. The group Friends Except Acquaintances is pulled from a custom list that you set up manually. We discuss the strategy behind custom lists in Book VII, Chapter 1. ✦ Only Me: You can post something that only you will see on Facebook, but we realize that this seems a bit silly to do ✦ Custom: You can manually choose the individual Friends who see your post. You can not only select an audience when you post, but also change your selection at any time. To do this, hover on your posts’ globe icon, as shown in Figure 1-10, and then choose your audience preference from the drop- down menu.24 Understanding Facebook Marketing Basics Figure 1-10: The audience selector allows you to change who sees your post. Here’s how to access your privacy settings: 1. Point your browser to www.facebook.com, and log in to your account. 2. In the top-right corner of your screen, click the small arrow next to the Home link, and then choose Privacy Settings from the drop-down menu that appears. On the Privacy Settings page, you can see all your options for setting your privacy controls on Facebook, as shown in Figure 1-11. Facebook’s privacy settings allow you to control exactly who sees what within your Facebook Profile. The challenge is that the privacy settings are extremely detailed, and Facebook changes or upgrades them often. But don’t worry: When Facebook does make changes, it always notifies users, thereby keeping everyone informed. Also included on the privacy options dashboard is the option to set your default privacy setting to Public, Friends, or Custom. You can also dive deeper into the settings and customize specific sections of your Profile Timeline, and we suggest that you do just that. To help you understand your level of privacy options better, here are the five main privacy areas: ✦ How You Connect: This area allows you to control how you connect with people on Facebook. Here, you can set the capabilities for people to send you Friend requests, post on your Timeline, and send you mes- sages. ✦ Timeline and Tagging: Tagging is a way that people on Facebook can link to pictures, videos, and posts. We cover tagging in Book IV, Chapter 2, but for now, what you need to know is that this area allows you to control how people tag you on Facebook. Here, you have the option to control the privacy settings to ensure that you review these tags individually and approve them before they post on your TimelineExploring Facebook Marketing 25 Understanding Facebook Marketing Basics Book I Chapter 1 Figure 1-11: Privacy Settings page on Facebook. ✦ Ads, Apps, and Websites: This area allows you to control how your information is shared with ads, apps, games, and websites that are con- nected to Facebook. ✦ Limit the Audience for Past Posts: When Facebook changed to the new Profile Timeline layout (see Book II, Chapter 1), all your older posts became more readily visible. Because of this change, Facebook created this control to allow you to limit the visibility of your past posts. ✦ Blocked People and Apps: This area allows you to manage the people and the apps you’ve blocked. To learn more about your privacy settings on Facebook, go to www. facebook.com/about/privacy. You can change your privacy settings at any time. Experiment with the set- tings, and when you feel that you need to tighten or loosen the constraints, it’s easy to log in to Facebook and make these changes. 26 Understanding Facebook Marketing Basics Although it’s true that you need to have a personal Profile in place before you can create a business Page, there’s no way for others to see the con- nection between your new Page and your existing Profile — unless you tell them, of course. Only you know the connection, and you can keep it that way for eternity, if you like. People who choose to connect with you on your Page won’t be able to access any information from your personal Facebook Profile. Keeping things professional but personal Facebook gives you the opportunity to give a face and personality to your company. Sure, many of us use Facebook in our day-to-day business (as we mention earlier in this chapter), but the vast majority of Facebookers are there to engage with their friends and have fun. And no matter how serious your product or service may be, you always have room for a little levity. People want to know you, not your brand. Be careful about using jargon in your posts and coming across as too “corporate,” because this is often seen as inauthentic on social networking sites. Talk to your Facebook community as though the people in it are your friends, not potential clients. The more real you are on Facebook, the more your fans will want to engage with you and your business.Chapter 2: Creating Your Facebook Marketing Plan In This Chapter ✓ Researching and targeting your ideal audience on Facebook ✓ Finding new connections using Facebook Search ✓ Understanding the core rules for a successful Facebook Page ✓ Creating a Facebook team that will help grow your community ✓ Measuring the success of your Facebook investment acebook has changed the game of marketing for everyone. In the past, Fpeople who were interested in your products or services would read a brochure, visit your bricks-and-mortar shop, or maybe watch a commercial to find out the information they needed before making a buying decision. Today, people go to Google or search popular social networks for answers to their questions instead. That’s why you need an online presence, in real time, to answer their questions when they seek you out. After all, if you make customers wait, they can be knocking on a competitor’s virtual door with a click of a button. With that in mind, it’s essential that you create a solid, well-thought-out Facebook marketing plan that defines your goals and maps your online strategies. By the end of this chapter, you’ll be able to start putting your Facebook marketing plan to work. Begin by defining your target audience and finding that audience inside the virtual walls of Facebook. Defining Your Ideal Audience on Facebook Facebook has more than a billion active users as of this writing, so more likely than not, your brand will find an audience on Facebook. The key here is finding out where they are and what they do while they’re inside this thriving social network. The first step in creating a Facebook marketing plan involves identifying your brand. You want to determine who you are and who your customers are. Ask yourself what’s unique about your product or service, and what about your product or service attracts buyers. Are you a life coach who teaches people how to find their true passion? Are you a yoga teacher who lives a green lifestyle and sells organic specialty soaps online? In a nutshell, 28 Defining Your Ideal Audience on Facebook who are you, and what do you do? After you get clear about your brand, you can identify your ideal audience. Identifying the demographics of your ideal audience Before you begin marketing on Facebook, you want to compile all the infor- mation you already have regarding the demographics of your ideal audience. Commonly used demographics include gender, race, age, location, income, and education. If you haven’t done this research, one way to approach it is to survey your existing customers. Ask them questions to find out their spe- cific demographics to help you understand who is buying your products or services. To help survey your audience, you can use inexpensive (and often free) online tools to make the process easy and anonymous for your audience. Two great sites to explore are Polldaddy (www.polldaddy.com) and SurveyMonkey (www.surveymonkey.com). With your audience demographic information in hand, using the tips and techniques we highlight in this chapter you can research similar Facebook users to find potential customers to target inside Facebook. The more information you collect before you start to market on Facebook, the more success you’ll have finding new, potential clients. As you dig deeper into Facebook marketing in this chapter, we show you precisely how to use your existing information to find your ideal audience on Facebook. Understanding the psychographics of your ideal audience The more you understand your target audience, the better equipped you are to keep the attention of your existing audience and attract new clients as well. In addition to identifying demographics, you’ll want to identify your ideal audience’s psychographics. Don’t let the word scare you; it’s easy to do, we promise. Psychographics are attributes often related to personality, values, attitudes, or interests. Figuring out what a person likes or dislikes, or even favorite hobbies, can be priceless information as you market your products or ser- vices, because the more you know about your ideal audience, the better you can create marketing messages that will grab their attention and encourage them to take action. One way to figure out the psychographics of your ideal audience is to simply ask them. Use your social media networks to post engaging, thought-provok- ing questions to learn more about your audience. Ask them about their inter- ests, hobbies, and needs. People love to talk about themselves, and if they trust you, they’ll often reveal even more than you initially asked.

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