How to boost business with Facebook

how does facebook help business and how business use facebook for marketing
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Dr.JesperHunt,United States,Researcher
Published Date:16-07-2017
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Small Business Success Guide for business 1Contents Get started 4 Learn about your audience 8 Reach the right audience 10 Find the right solution 18 Success Stories 24 Resources 34 3Get Started · Create your Facebook Page · Manage multiple locations · Claim a Page · Build great creative · Merge Pages 4When you put your business on Facebook, you put it in front of millions of potential customers. Below are a few tips to get up and running quickly. Create your Facebook Page A Facebook Page is the first and easiest step toward finding your people on Facebook across desktop and mobile. Creating your first Page is easy: · Go to facebook.com/pages/create · Choose a Page category · Select a more specific category from the dropdown menu and fill out the required information · Click Get Started and follow the on-screen instructions Tip: Be sure to check if there is a Page already created for your business, or a duplicate Page, before creating one. You may be able to claim it or merge. 5Claim a Page If somebody else has created a Page for your business, you may be able to claim it if it’s unmanaged. · Click on the gear icon at the top right of the Page · Select, Is this your business? · Follow the on-screen instructions · You may need to prove your relationship to the business, such as a phone number, email or other certification Merge Pages If there are two Pages that represent the same thing and have similar names, you may be able to merge these Pages. · Go to facebook.com/pages/merge · Select the Page to keep (“preferred Page”) from the first dropdown menu · Select the Page to be merged from the second dropdown menu · If the Pages can be merged, click Confirm and Facebook will review the request · If the option to merge Pages is not available, it means that the Pages aren’t eligible to be merged The people who like the Pages and any check-ins will be added to the preferred Page, and posts, photos, reviews, ratings and the username will be deleted from the merged Page. The merged Page will be removed from Facebook and you will not be able to unmerge the Pages. Manage multiple locations If your business has multiple physical locations, you can set up a structure to give each location its own Page visible from a Locations tab on the main Page. Admins of the main Page can then add, edit or delete Pages for new locations. For help setting up this structure, contact Facebook support. For help setting up this structure, advertisers can contact Facebook support at www.facebook.com/business/resources. 6Build great creative Your ads don’t have to be award winners to be effective. Just pay attention to a few important things to build creative that works. Put your best photo forward Great photos will show your business in a better light. But you don’t need to be a pro with a 1000 camera. The following are a few tips to help. · Pick an interesting subject like people, products or settings · Shoot for quality with sharp focus, good lighting and good composition · Smartphone shots are fine, just use interesting angles, filters and keep them clutter free Pick your words carefully You don’t have to be a writer to write effective ad copy. Follow some simple tips to get off on the right foot. · Choose your tone. A high-end restaurant will sound different than a sports pub. · Stick to what’s important. Keep your copy focused and it’ll be more memorable. · Write to the customer. You can entertain, inspire or inform them. Just don’t ignore them. Boost your posts to increase reach Here’s how to boost posts from your Page: 1. Click Boost Post in the lower-right corner of your post 2. Choose your audience and budget 3. Click Boost Post For more creative tips and inspiration, go to www.facebook.com/business/a/creative-tools 7Learn about your audience · Likes · Posts · Reach & Engagment · People · Visits 8The Insights Tab on Pages Manager tells you more about the people who like and engage with your Page, as well as the demographics of people who have visited your Page. This information can help guide better posts and targeting. Here’s some of what can be found on Insights: Likes See how many likes you have, how the number of likes changes over time and where they come from. Reach & Engagement In the “Reach” section you can see how many people saw your post or ad. You can also see the types of engagement each post generated, such as post clicks, likes, comments and shares. Visits In the “Visits” section, see the number of times each tab on your Page was viewed, and where they’re coming from, such as a search engine, blog or other. Posts Learn what works and what doesn’t with a daily breakdown of your posts. You can gather data on how many people responded with clicks, likes and more, as well as what time of the day they engaged with your page. People You can learn more about the audience engaging with your page in the “People” section; this includes information such as age, gender, language and location. 9Targeting Reach the Custom Audiences Lookalike Audiences right audience · Targeting · Custom Audiences · Custom Audiences from your website · Lookalike audiences 10Facebook’s targeting features are powerful and simple to use, allowing you to reach only the people who are interested in your business. There are four main targeting types: location, demographic, interests and behaviors. Location You can target your campaigns by country, state, city, zip code or different combinations. You can also exclude certain areas. For example, target all of New York City except for zip code 10024. Demographic Targeting options include relationship status (such as civil unions and domestic partnerships) as well as timely changes in life events, like getting engaged or married. It also covers information like workplace and job title, and offers expanded information about education. Interests Interest-based targeting segments have one simple meaning. For example, if a business wants to reach baseball fans, they can select “baseball” as the segment in order to reach all the people that have liked or expressed an interest in baseball-related topics on Facebook. 11Behaviors You can also target campaigns to people based on purchase intent and what devices they use (for example, people who use iPhones and are interested in indie rock). Custom Audiences: Reach your best customers on Facebook Reach your existing customers and contact lists on Facebook using Custom Audiences. It’s a secure, privacy-safe way to get more mileage from your marketing. Prepare your list · Create a list of either customer emails or phone numbers. Lists that contain both emails and phone numbers aren’t currently supported. To use both types of contact info, you should create separate lists. · Separate each entry on the list by a new line. For phone numbers, include the country code with the full number (for example, 1-555-321-4321). · Save your list in CSV or TXT format · You’re now ready to upload your list 12Upload your list to Facebook · Go t o the Audiences tab in Ads Manager at www.facebook.com/ads/manage · Click Create a Custom Audience · Select Customer List from the list of audiences · Upload your Custom Audience list. There are 3 ways you can do it: 1. Choose Upload a file to upload the customer list you created, or use the drag-and-drop feature 2. Copy and paste your list into your Ads Manager 3. Upload a file directly from your MailChimp account · Click Create Audience. Your Custom Audience will be ready in about 30 minutes Reach your Custom Audience with Facebook Ads · Go to www.facebook.com/ads/create and create an ad · Choose your Custom Audience in the Custom Audiences field (you can also layer on targeting options like location, age, gender and interests to refine your audience more) · Finish setting up your ad and then place your order · When you run your ad, it will be targeted to reach your Custom Audience 13Custom Audiences from your website: Remarket to website visitors Custom Audiences from your website lets you target your Facebook Ads to people who have visited your website or have expressed interest in your business. Set up Custom Audiences from your website · First you need to build an audience list · Go t o the Audiences tab in your Ads Manager at www.facebook.com/ads/manage · Select the button Create a Custom Audience · A bo x will appear with a variety of options. Choose Custom Audience from your website. · Review and agree to the Terms and Conditions Place the code on your website · To retarget ads to people who visit your website, your need to insert a Custom Audience pixel onto your site · To do this, copy 100% of the pixel code from the Create Web Remarketing Pixel box and paste it between the head and /head tags on all pages of the website. Or, if you have a website developer, send them the code and have them add it to your website. · Click Create Audience · If y ou need help, download the Facebook Pixel Helper from the Chrome Web Store 14Create your audience · Once the pixel has been generated, click the Create Audience button to set up your audience · Name your audience and enter an option description · Choose from one of the four options to add people to your audience. For example, Include all website visitors or those who visited certain pages. · Select how long the Custom Audience pixel should be captured for. To include past website traffic check the available box. · The Custom Audience for your website will now be available in the Audiences tab Create an ad · Access your Custom Audience from your website in the Audiences tab in Ads Manager · Choose Create Ad next to the preferred target audience · Select the adv ertising objective, like getting clicks to website or website conversions, and set up the rest of the ad (demographics, location, photo, copy, budget) 15Lookalike audiences: Find more customers who look like your current customers Lookalike audiences lets you find new audiences by modeling them after your best customers. Start with a seed group (e.g. Custom Audience, Page fans, website visitors), and Facebook will create an audience of new people who look like your seed group. Create your lookalike audience · Go to the Audiences tab in Ads Manager at www.facebook.com/ads/manage · Click on the Create Audience button · Choose Lookalike Audience from the dropdown Menu 16Select your audience size · Increase or decrease the size of your lookalike audience by using the slider · Star t by creating a lookalike audience for similarity. Choosing the top 1% (slider all the way to the left) will deliver the greatest similarity, and a smaller, more precise audience. · The minimum sour ce audience size is 100 people, but we recommend setting it higher. The more people in your source audience, the more people we can find who look like them. Advanced Tip: Lookalike Nesting Strategy · Start with the most similar 1% for a lookalike audience. Once that audience is saturated you can focus on 2% while excluding that 1% to ensure you don’t touch them again, and so on all the way up to 4%. · By segmenting audiences like this, you’re reaching a fresh, relevant group of customers while significantly growing your customer base 17Find the right solution · Carousel ads · Pixel · Local Awareness ads · Dynamic Product Ads · Video ads 18Facebook gives you a range of solutions designed to help you reach specific business goals, from driving sales on your site to foot traffic in your store. Carousel link ads: Drive traffic your website Reduce your costs and showcase more images with the carousel format for link ads. Businesses using carousel link ads saw a 30-50% decrease in cost per acquisition compared to standard link ads. Source: Facebook internal study, 1/15/2015 – 2/15/2015 Create a carousel link ad · Fr om facebook.com/ads/create select either the objective Clicks to website or Website Conversions · Choose your audience targeting and set your budget · Create a carousel ad by selecting the “Multiple Images in one Ad” option and upload your photos · Carousel format uses square images unlike standard link ads. The recommended image size is 600 x 600 pixels Local Awareness: Reach customers when they’re near your business When it comes to finding customers in your area, it’s all about driving awareness through reach. Since local awareness ads are optimized to get businesses the most reach per dollar, it’s a great way to get discovered by customers that live near your business. 19Create a Local Awareness ad · Get started by visiting facebook.com/ads/create · Select the objective, Reach people near your business · Set a radius for targeting and a budget · Choose a photo and create a relevant message for the people in the area · Add a call to action button like “Get Directions” to guide people directly to your location from their smartphones. Or add a “Call Now” button and let people speak to you directly from News Feed. Video Ads: Drive awareness and sales with video ads Tell compelling stories with video. 76% of American Facebook users say they discover the videos they watch on Facebook. 50% of people who come back to Facebook in the US watch at least one video every day. Now, you can engage that same audience and tell your story using Video ads. (Source: Understanding the Online Video Universe, HawkPartners Study Aug 2014; Facebook Internal Data September 2014) Create a video ad · From your Page, click the arrow on the top right corner and choose Create Ads. Then select Get Video Views to start · Search for, then, select the interests, behaviors, location, and the age and gender of the audience profile you want to reach. · Next, set your budget and your video ad’s delivery schedule. · Write a clear and simple message that encourages your audience to view your video 20Conversion tracking pixel: Optimize your ads for website conversions If you want to track conversions that happen on your website as a result of your Facebook Ads, add a conversion tracking pixel to the pages of your website where conversions happen (for example, check- outs). You’ll be able to measure actions that people take after clicking on your ads. Create and add your Pixel · Go to www.facebook.com/ads/manage and click Conversion Tracking in your Ads Manager · Click on the button Create Pixel · Select a category from the dropdown menu, and give your conversion pixel a name · Create the pixel and copy the code that appears · P aste the code between head /head tags of the webpage where you want track conversions Create an ad using your Pixel · Get started by visiting facebook.com/ads/create · Select Incr ease Conversions to your website as your objective · Ent er your website’s URL and select your pixel from the dropdown menu · Set up the r est of your ad targeting. In the final Bidding and Pricing section, choose Bid for website conversions In your reports, you will now see how many people saw your ads on Facebook and later took an action on your website. As with actions, Facebook tracks conversions for ads that happen within 1 day, 7 days and 28 days after a person clicks on an ad, and 1 day, 7 days and 28 days after viewing an ad. 21

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