Tuesday, 1 December 2015

Essential Tips for an Engaging Facebook Business Page

So you've decided to set up a Facebook Page for your company or maybe you just want to make the most of your existing one. social media marketing podcast Well, considering Facebook is home to more than 1.4 billion monthly active users, you're making a smart move.But if you think you can just slap together a Facebook Page and expect the leads and customers to roll right in, you've got another thing coming. The chances of actually generating leads and customers from Facebook are pretty slim if you're not creating a Facebook Page with the potential to get noticed, Liked, and engaged with. Check out the tips below to make sure you're creating an engaging page that doesn't fall flat. I’m a huge fan of how easy Facebook has made it to advertise on their platform. You can create a campaign with zero experience and have it submitted to Facebook Ad Approvers within minutes. It’s truly a powerful time we live in. Want to know what’s not amazing? The fact that there are some incredibly profitable elements that 99% of Facebook Advertisers don’t know about. With these tips, you’ll be able to eliminate the unprofitable parts of your campaigns, find the hidden gems, and massively improve your targeting.Want to run the same campaign but double your results? Then you better be split testing your ads. The visual nature of Facebook can cause one ad to perform very differently from another ad.The above screenshot is a 7-day period from an ad set using all the same targeting for the same product. The only difference between ads A, B, and C is the image itself.
Check your Facebook Reporting every 24 hours, and begin pausing ads with the lowest performing combinations.It takes time to optimize this way, real estate social media marketing but you can see from the example, the results can be incredible if you take the time to create ads in this manner.When it comes to optimizing paid traffic accounts, I like to follow a simple (and fairly obvious) rule: Do more of what works, and do less of what doesn’t work. It’s a simple principle that can have a massive impact in your Facebook Ads Account when applied consistently.Let’s say we had a target of $75 cost per website conversion in the above campaign. When we open up the data for the campaign, we see a $106 CPA, should we give up and pause the campaign? Not without digging deeper!Navigate to Reports > Breakdown. Here, you can discover the easiest way to find opportunity in your account. Turn off the poor performing areas, and allocate the budget towards the profitable parts of your account. In the example above, I’d be turning off several age groups, and would instantly be at my goal CPA. When it comes to Facebook Ads, not all campaigns are created equally.There are campaign strategies that should receive more of your attention and budget, and other campaigns that should be created only after developing a strong foundation.Advanced marketers develop Campaign Priority Lists to allocate their funds to the best strategies first. Before you approach challenging campaigns, be sure to capitalize on low-hanging fruit first.

Don't create a dummy account for your business page

I've heard of so many people creating "dummy" personal accounts (like Holly HubSpot) in order to create their Facebook Business Page (like HubSpot). social media marketing blogs People usually do this to make sure employees don't abuse the fact that they have a brand page connected to their personal Facebook account -- or simply to ensure that people don't mistakenly post things on their Facebook Business Page that were meant for their personal page. But the fact of the matter is, creating more than one personal account goes against Facebook's terms of service, which gives Facebook the grounds to shut down your Facebook Business Page at any moment. To avoid publishing mishaps, give Facebook Business Page administrative and editing rights only to the employees who need it (you can do this under 'Page Roles' in 'Settings'), and be sure to provide adequate training so they aren't confused about where they should be hitting publish, what they should be posting, and who they should be posting it as. As a page administrator, you can choose to publish, comment, or Like a post on your page as either your personal profile name or your page name under 'Post Attribution' in 'Settings.' After you have patched holes in the deeper sections of your sales funnel using the high and mid-priority targeting strategies, it’s time to open up the floodgates of traffic. However, if your target appropriately, you may be able to add value to their lives without asking them to buy anything.
After you installed your custom audience pixel on all of your pages, you can begin creating segmented retargeting lists. social media marketing chicago People who have already viewed your product pages have already completed all the hard work to make it there. They found your content, opted in, and viewed your product. These people are ready to buy. Give them a gentle nudge to convert, and you’ll start Facebook Ads with a high converting, low-cost masterpiece of a campaign.After targeting product viewers, let’s take one step up to a mid-priority campaign strategy and capture the users who already know about your brand.Imagine you sell wedding invitations. A soon-to-be bride may look at seven different websites in a week. Just because they left your site without converting doesn’t mean they’re not ready to buy. Creating campaigns to target users who already know your brand but haven’t purchased yet is another low-cost way to capture the attention of users deep in the sales funnel. Targeting users that haven’t heard of you or previously looked at your products are less likely to convert than the previous campaigns I mentioned. However, that doesn’t mean you can build wildly successful campaigns targeting completely cold traffic with interest targeting. To make interest targeting successful, remember to advertise appropriately. Someone who hasn’t searched for your product may not be ready to take out their credit card and spend money.

Add a recognizable profile picture

You'll want to pick a profile picture that will be easy for your potential fans to recognize. social media brand marketing This could be anything from a company logo for a big brand to a headshot of yourself if you're a solopreneur or consultant. Being recognizable is important to getting found and Liked -- especially in Facebook Search. Your profile image is pictured at the top of your Facebook Page and is also the thumbnail image that gets displayed next to all your Facebook Page updates, so choose wisely. Next, you'll need to pick an attractive cover photo. Since your cover photo takes up the most real estate above the fold on your Facebook Page, make sure you're choosing one that's high quality and engaging to your visitors, like this one from Care.Keep in mind that Facebook cover photo dimensions are 851 pixels wide by 315 pixels tall. To help you create an attractive cover photo optimized for the right dimensions, download our pre-sized Facebook cover photo template here, and read up on some do's and don'ts for creating engaging cover photos in this blog post.Get real on Instagram. It makes your brand relatable, and your market on this site can spot a fake miles away. Show your company with behind the scenes, employees at work and creative, cool images of your product.When choosing a photo, keep in mind that Facebook requires your profile picture dimensions to be 180 pixels by 180 pixels -- even though the image will display as 160 pixels by 160 pixels on desktop computers.
At this stage of targeting, you’ll want to use engaging landing pages and utilize a sales funnel to nurture the lead over time. cost of social media marketings This way, when the person is ready to convert, they do it with you. The reason these lookalike campaigns are a wildcard is simple: Facebook Lookalike Targeting isn’t perfect. For example, if you upload a sample list of 1,000 people, Facebook may spit back 2.5 million lookalikes. When Facebook provides you with a lot of potential lookalikes, combine it with another targeting method. You can target fans of “Social Media Explorer”, only if they are on my lookalike list. Stacking these two kinds of targeting allows you to zoom in on the precise person you’re looking for. One of the biggest, most impactful mistakes I see when it comes to Facebook Ads is a train of thought you have surely practiced.Let’s do a little experiment and fire up the audience builder in Facebook.Suppose I want to target runners who like technology. Instead, we’re targeting people that like to go running, as well as a completely separate group of people that like to like technology.This principle is so important when creating your ads, and it’s worth repeating for clarity. You are targeting two separate groups: Technology followers are your first group, and runners are your second group. There might be some overlap, but, for the most part, these are separate buckets. This is why the audience size increases when we add new interests.

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