101 facebook marketing tips and strategies for small businesses

Would you like to discover the biggest marketing trends in 2018 for growing your business with Facebook, Instagram, and WhatsApp?
Imagine being able to leverage the latest Facebook and Instagram advertising strategies to increase the bottom line for your business.


Have you seen these impressive numbers?


Facebook: 1.59 billion monthly active users.

WhatsApp: 1 billion monthly active users.

Facebook Messenger: 800 million monthly active users.

Instagram: 400 million monthly active users.

2. TableofContents
CHAPTER1
DigitalMarketingandFacebookMarketingStrategies
1.Focusonyourcustomerpurchasefunnel
2.Acceptthefactthatconsumers’attentionspansaregettingshorter
3.Havemorecustomercontactpoints
4.Recognizetheincreasingimportanceofpaidadvertising
5.Recognizethehugeimpactvirtualrealitywillhaveforbusinesses
6.LearntoleveragetheopportunitiesintheFacebookecosystem
7.TakeadvantageoftheexplosivegrowthofvideomarketingonFacebook
8.Nowebsiteneeded:takeadvantageofthenewbusinesstoolsfromFacebook
9.Nophonenumberneeded–leveragecommunicationtoolswithFacebook
MessengerandWhatsApp
10.AnalyzeyourresultsontheFacebookecosystem
CHAPTER2
CustomerandCompetitorAnalysis
Strategiesrelatedtocustomeranalysis
11.Createyourcustomeravatar
12.ConductbasicresearchonFacebookPages
13.ConstantlyanalyzeFacebookPageInsights
14.ObtainpreciouscustomerdatafromAudienceInsights
15.Discovervaluableinsightsbysurveyingyourclients
16.GetthelatestFacebookdataonyourindustryfromSocialBakers
17.UseLikealyzertodiscovercompaniesthatdominateFacebookmarketing
18.Findcontent,newsstories,andinfluencebyusingBuzzsumo

3. 19.ObtainvaluableclientinsightswithGoogleTrends
20.Discoverkeywordsyourclientssearchonline
CHAPTER3
FacebookPersonalProfileStrategies
21.Getclearonhowyourpersonalprofilecansupportyourbusinessobjectives
22.Keepyourprofileup-to-date
23.Optimizeyourprivacysettings
24.OptimizeyourFacebooksecuritysettings
25.Designaneffectiveprofilecoverimage
26.UsetheFacebookmobileapplications
27.GetfollowersandfollowinterestingpeopleonFacebook
28.ShareyourarticlesusingFacebookNotes
29.TakeadvantageofFacebookLiveVideo
30.UnderstandtheimportanceofthenewFacebookReactionEmojis
CHAPTER4
FacebookBusinessPageStrategies
31.Understandit’snotaboutyou,it’saboutthem
32.TakeadvantageofFacebook’smobiledirection
33.Avoidthemistakesyourcompetitorsaremaking
34.ImprovetheengagementofyourPage
35.Drivelocalsalesusingspecificpromotions
36.SharevideocontentonyourPage
37.Scheduleyourpostsandsavetime
38.Usespecificlanguageandwordsdirectedtoyouridealcustomers

4. 39.Encourageyourcustomerstoleavereviews,andpositionyourcompanyinthe
Facebooklocalsearch
40.ImproveyourreachwithspecificNewsFeedtargeting
CHAPTER5
BasicFacebookAdvertisingStrategies
41.UncoverbasicFacebookadvertisingvocabulary
42.DiscoverbasicFacebookadvertisingconcepts
43.LearnfromthemostcommonFacebookadvertisingmistakesandhowto
avoidthem–PartI
44.LearnfromthemostcommonFacebookadvertisingmistakesandhowto
avoidthem–PartII
45.Createacompellingofferforyourad
46.Selectthecorrecttargetaudienceforyourad
47.UseeffectiveadimagesonFacebook
48.UseaneffectivelandingpageforyourFacebookads
49.AnalyzeFacebookadvertisingmetricsandresults
50.LearnfromfrequentlyaskedFacebookadvertisingquestions
CHAPTER6
AdvancedFacebookAdvertisingStrategies
51.SignupwithFacebookBusinessManager
52.ManageyourFacebookadvertisingcampaignson-the-gowithFacebookAds
Managermobileapplication
53.BecomefamiliarwithFacebookPowerEditor
54.TakeadvantageoflocaladvertisingopportunitiesonFacebook
56.UseFacebookCustomAudiences
57.ExpandyourreachwithFacebook’sLookalikeAudience

5. 58.ImproveyouradperformancebyusingCarouselAds
59.GrowyouremaillistwithFacebookLeadAds
60.LearnfromfrequentlyaskedquestionsrelatedtoadvancedFacebook
advertisingstrategies
CHAPTER7
FacebookVideoMarketingStrategies
61.DiscoverwhyFacebookvideoadvertisingissuchabigopportunityforyour
business
62.AvoidcommonFacebookvideoadvertisingmistakes
63.Usevideostogetmorerepeatcustomers
64.Typesofvideosyoucanuse
65.Getimpressiveresultsbyusingthecorrectaudiencetargeting
66.CreatepowerfulvideoadswithVeeroll
67.Testdifferentmobileappstocreateyourvideo
68.UploadandoptimizeyourvideoonFacebook
69.Gainvaluableinsightsbyanalyzingvideoadvertisingmetrics
70.LearnfromfrequentlyaskedquestionsaboutFacebookvideoads
CHAPTER8
InstagramMarketingStrategies
71.LearnbasicInstagramstrategiesbeforeyoustartsharingcontent
72.SetupyourInstagramprofilecorrectly
73.AvoidcommonInstagrammistakes
74.Usethecorrecthashtagstrategy
75.ImproveyourcontentbyusingthesethreeInstagramapplications
76.CreateaseriesofshortvideosonInstagram

6. 77.DrawuserattentionwithvideocollagesusingPicPlayPost
78.AutomateyourInstagramcontentwithHootsuite
79.UseemojiscorrectlyonInstagram
80.LearnfromfrequentlyaskedquestionsaboutInstagram
CHAPTER9
InstagramAdvertisingStrategies
81.UnderstandtheBasicInstagramadformats
82.LearntomasterthethreeessentialelementsofInstagramAds
83.CreateanInstagramaccount
84.RespectandfollowInstagramadqualityguidelines
85.StartyourfirstInstagramadvertisingcampaign
86.TestFacebookandInstagramadstogether
87.TakeintoaccountInstagramadimagebestpractices
88.TestasmanyimagesaspossibleonInstagram
89.TargetyouremaillistorwebsitevisitorsonInstagram
90.LearnfrommostfrequentlyaskedquestionsaboutInstagramAds
CHAPTER10
FacebookMessengerandWhatsAppStrategies
91.GaintrustbyquicklyrespondingtocustomerinquiriesonFacebook
92.RecognizethehugeimpactFacebookMessengerwillhaveonbusinesses
93.BecomefamiliarwiththebasicfeaturesofFacebookMessenger
94.Prepareformoreadvancedbusinessapplicationscomingsoonthrough
BusinessesonMessenger
95.GetexcitedaboutthepossibilitiesFacebook’snewvirtualassistant“M”will
create

7. 96.DiscoverhowWhatsAppoffersbigopportunitiesforbusinesscommunication
97.TakeadvantageofthebenefitsWhatsAppoffersforbusinesses
98.UseaseparatenumberforyourWhatsAppandpromoteit
99.CreateastrategyforWhatsAppresponsesfromyourbusiness
100.ExpandyourbusinessgloballywithWhatsApp
101.LeveragethepoweroftheFacebookecosystemandtakeaction

8. 101FACEBOOKMARKETINGTIPSAND
STRATEGIES
ForSmallBusinesses
ByLasseRouhiainen
www.101fb.com
Copyright©2016byLasseRouhiainen
Allrightsreserved.
NoNopartpartofofthisthispublicationpublicationmaymaybebereproduced,reproduced,distributeddistributedorortransmittedtransmittedininanyanyformformororbyby
anyanymeans,means,includingincludingphotocopying,photocopying,recording,recording,ororotherotherelectronicelectronicorormechanicalmechanicalmethods,methods,
ororbybyanyanyinformationinformationstoragestorageororretrievalretrievalsystem,system,withoutwithoutthethepriorpriorwrittenwrittenpermissionpermissionofof
thethepublisher,publisher,exceptexceptininthethecasecaseofofveryverybriefbriefquotationsquotationsembodiedembodiedinincriticalcriticalreviewsreviewsandand
certaincertainotherothernoncommercialnoncommercialusesusespermittedpermittedbybycopyrightcopyrightlaw.law.

9. DOWNLOADBONUSMATERIALFORTHISBOOK
Signuptodownloadthechecklist,templates,andotheradditionalresourcesthatwillhelp
youtoimplementthestrategiessharedinthisbook:
www.101fb.com/resources
Youcanshareyourexperiencereadingthisbook,orimplementingsomeofthestrategies,
withthehashtag#101fbonFacebookorInstagram.Iwouldlovetoreadyourpostsand
commentsrelatedtothebook.

10. TABLEOFCONTENTS
CHAPTER1
DigitalMarketingandFacebookMarketingStrategies
1.Focusonyourcustomerpurchasefunnel
2.Acceptthefactthatconsumers’attentionspansaregettingshorter
3.Havemorecustomercontactpoints
4.Recognizetheincreasingimportanceofpaidadvertising
5.Recognizethehugeimpactvirtualrealitywillhaveforbusinesses
6.LearntoleveragetheopportunitiesintheFacebookecosystem
7.TakeadvantageoftheexplosivegrowthofvideomarketingonFacebook
8.Nowebsiteneeded:takeadvantageofthenewbusinesstoolsfromFacebook
9.Nophonenumberneeded–leveragecommunicationtoolswithFacebookMessengerand
WhatsApp
10.AnalyzeyourresultsontheFacebookecosystem
CHAPTER2
CustomerandCompetitorAnalysis
11.Createyourcustomeravatar
12.ConductbasicresearchonFacebookPages
13.ConstantlyanalyzeFacebookPageInsights
14.ObtainpreciouscustomerdatafromAudienceInsights
15.Discovervaluableinsightsbysurveyingyourclients
16.GetthelatestFacebookdataonyourindustryfromSocialBakers
17.UseLikealyzertodiscovercompaniesthatdominateFacebookmarketing
18.Findcontent,newsstories,andinfluencebyusingBuzzsumo
19.ObtainvaluableclientinsightswithGoogleTrends

11. 20.Discoverkeywordsyourclientssearchonline
CHAPTER3
FacebookPersonalProfileStrategies
21.Getclearonhowyourpersonalprofilecansupportyourbusinessobjectives
22.Keepyourprofileup-to-date
23.Optimizeyourprivacysettings
24.OptimizeyourFacebooksecuritysettings
25.Designaneffectiveprofilecoverimage
26.UsetheFacebookmobileapplications
27.GetfollowersandfollowinterestingpeopleonFacebook
28.ShareyourarticlesusingFacebookNotes
29.TakeadvantageofFacebookLiveVideo
30.UnderstandtheimportanceofthenewFacebookReactionEmojis
CHAPTER4
FacebookBusinessPageStrategies
31.Understandit’snotaboutyou,it’saboutthem
32.TakeadvantageofFacebook’smobiledirection
33.Avoidthemistakesyourcompetitorsaremaking
34.ImprovetheengagementofyourPage
35.Drivelocalsalesusingspecificpromotions
36.SharevideocontentonyourPage
37.Scheduleyourpostsandsavetime
38.Usespecificlanguageandwordsdirectedtoyouridealcustomers
39.Encourageyourcustomerstoleavereviews,andpositionyourcompanyinthe
Facebooklocalsearch

12. 40.ImproveyourreachwithspecificNewsFeedtargeting
CHAPTER5
BasicFacebookAdvertisingStrategies
41.UncoverbasicFacebookadvertisingvocabulary
42.DiscoverbasicFacebookadvertisingconcepts
43.LearnfromthemostcommonFacebookadvertisingmistakesandhowtoavoidthem–
PartI
44.LearnfromthemostcommonFacebookadvertisingmistakesandhowtoavoidthem–
PartII
45.Createacompellingofferforyourad
46.Selectthecorrecttargetaudienceforyourad
47.UseeffectiveadimagesonFacebook
48.UseaneffectivelandingpageforyourFacebookads
49.AnalyzeFacebookadvertisingmetricsandresults
50.LearnfromfrequentlyaskedFacebookadvertisingquestions
CHAPTER6
AdvancedFacebookAdvertisingStrategies
51.SignupwithFacebookBusinessManager
52.ManageyourFacebookadvertisingcampaignson-the-gowithFacebookAdsManager
mobileapplication
53.BecomefamiliarwithFacebookPowerEditor
54.TakeadvantageoflocaladvertisingopportunitiesonFacebook
55.TapintothepowerofFacebookRemarketing
56.UseFacebookCustomAudiences
57.ExpandyourreachwithFacebook’sLookalikeAudience
58.ImproveyouradperformancebyusingCarouselAds

13. 59.GrowyouremaillistwithFacebookLeadAds
60.LearnfromfrequentlyaskedquestionsrelatedtoadvancedFacebookadvertising
strategies
CHAPTER7
FacebookVideoMarketingStrategies
61.DiscoverwhyFacebookvideoadvertisingissuchabigopportunityforyourbusiness
62.AvoidcommonFacebookvideoadvertisingmistakes
63.Usevideostogetmorerepeatcustomers
64.Typesofvideosyoucanuse
65.Getimpressiveresultsbyusingthecorrectaudiencetargeting
66.CreatepowerfulvideoadswithVeeroll
67.Testdifferentmobileappstocreateyourvideo
68.UploadandoptimizeyourvideoonFacebook
69.Gainvaluableinsightsbyanalyzingvideoadvertisingmetrics
70.LearnfromfrequentlyaskedquestionsaboutFacebookvideoads
CHAPTER8
InstagramMarketingStrategies
71.LearnbasicInstagramstrategiesbeforeyoustartsharingcontent
72.SetupyourInstagramprofilecorrectly
73.AvoidcommonInstagrammistakes
74.Usethecorrecthashtagstrategy
75.ImproveyourcontentbyusingthesethreeInstagramapplications
76.CreateaseriesofshortvideosonInstagram
77.DrawuserattentionwithvideocollagesusingPicPlayPost
78.AutomateyourInstagramcontentwithHootsuite

14. 79.UseemojiscorrectlyonInstagram
80.LearnfromfrequentlyaskedquestionsaboutInstagram
CHAPTER9
InstagramAdvertisingStrategies
81.UnderstandtheBasicInstagramadformats
82.LearntomasterthethreeessentialelementsofInstagramAds
83.CreateanInstagramaccount
84.RespectandfollowInstagramadqualityguidelines
85.StartyourfirstInstagramadvertisingcampaign
86.TestFacebookandInstagramadstogether
87.TakeintoaccountInstagramadimagebestpractices
88.TestasmanyimagesaspossibleonInstagram
89.TargetyouremaillistorwebsitevisitorsonInstagram
90.LearnfrommostfrequentlyaskedquestionsaboutInstagramAds
CHAPTER10
FacebookMessengerandWhatsAppStrategies
91.GaintrustbyquicklyrespondingtocustomerinquiriesonFacebook
92.RecognizethehugeimpactFacebookMessengerwillhaveonbusinesses
93.BecomefamiliarwiththebasicfeaturesofFacebookMessenger
94.PrepareformoreadvancedbusinessapplicationscomingsoonthroughBusinesseson
Messenger
95.GetexcitedaboutthepossibilitiesFacebook’snewvirtualassistant“M”willcreate
96.DiscoverhowWhatsAppoffersbigopportunitiesforbusinesscommunication
97.TakeadvantageofthebenefitsWhatsAppoffersforbusinesses
98.UseaseparatenumberforyourWhatsAppandpromoteit

15. 99.CreateastrategyforWhatsAppresponsesfromyourbusiness
100.ExpandyourbusinessgloballywithWhatsApp
101.LeveragethepoweroftheFacebookecosystemandtakeaction

16. INTRODUCTION
Wouldyouliketodiscoverthebiggestmarketingtrendsin2016forgrowingyourbusiness
withFacebook,Instagram,andWhatsApp?
ImaginebeingabletoleveragethelatestFacebookandInstagramadvertisingstrategiesto
increasethebottomlineforyourbusiness.
Haveyouseentheseimpressivenumbers?
Facebook:Facebook:1.591.59billionbillionmonthlymonthlyactiveactiveusers.users.
WhatsApp:WhatsApp:11billionbillionmonthlymonthlyactiveactiveusers.users.
FacebookFacebookMessenger:Messenger:800800millionmillionmonthlymonthlyactiveactiveusers.users.
Instagram:Instagram:400400millionmillionmonthlymonthlyactiveactiveusers.users.
AlloftheseservicesareownedbyFacebook,andtogethertheyformaFacebookmarketing
ecosystemwhichallowsyoutoaccessupto3.79billionuserscombined.
Themasteryofeachoftheseplatformscangiveyouacompetitiveedgeagainstyour
competitors.Thisguidebookisbrokendowninto101tipsandstrategiesyoucanquickly
learnandimplementforyourbusiness.Youwon’tfindboringfactsaboutthehistoryof
Facebookorcomplextheoreticalmodels,butratherspecificandprovenactionsyoucan
takethatarehighlybeneficialforyourbusiness.
Asatrainerandspeaker,IhavegivenFacebookmarketingworkshopsindifferentcorners
oftheworld,fromMadridtoMiamiandfromDubaitoHelsinki,andhavemetmany
businessownerswhoareexcitedtouseFacebook,InstagramandWhatsApp,butare
unawareofthecorrectstrategiesandtechniquestofollow.
ThatiswhyIwrotethisguidebookofferingsuchalargenumberoftools,techniquesand
strategieseverybusinessownercanquicklyapplyandbenefitfrom.
Afterreadingthisbookyouwillknow:
HowHowtotoreachreachmoremoreclientsclientsandandsellsellmoremoreproductsproductsononFacebookFacebookusingusingthethebestbest
toolstoolsandandtechniques.techniques.
HowHowtotospyspyononhowhowyouryourcompetitorscompetitorsdodotheirtheirFacebookFacebookmarketingmarketingandandavoidavoid
makingmakingthethesamesamemistakesmistakestheytheymake.make.
WhatWhatarearesomesomeofofthethemostmostbeneficialbeneficialnewnewfeaturesfeaturesononFacebookFacebookinin2016.2016.

17. HowHowtotosetsetupupyouryoursecuritysecurityandandprivacyprivacysettingssettingscorrectlycorrectlyforforyouryourpersonalpersonal
FacebookFacebookprofileprofileandandimproveimproveyouryourpersonalpersonalbrandingbrandingononFacebook.Facebook.
HowHowtotoleverageleveragethetheexplosiveexplosivegrowthgrowthofofFacebookFacebookvideovideomarketingmarketingandand
maximizemaximizecommunicationcommunicationwithwithpotentialpotentialcustomers.customers.
SomeSomeofofthethebiggestbiggestmistakesmistakesbusinessesbusinessescommitcommitwithwithFacebookFacebookadvertisingadvertisingandand
howhowtotoavoidavoidthem.them.
AAsecretsecrettargetingtargetingtechniquetechniquewhichwhichcancansignificantlysignificantlyimproveimproveyouryourFacebookFacebook
advertisingadvertisingcampaigns.campaigns.
FrequentlyFrequentlyaskedaskedquestionsquestionsandandanswersanswersthatthatgivegiveyouyouaalotlotofofclarityclarityononhowhowtoto
effectivelyeffectivelystartstartadvertisingadvertisingononInstagramInstagramandandFacebook.Facebook.
SpecialSpecialFacebookFacebookMessengerMessengercommunicationcommunicationstrategiesstrategiesthatthatcancanhelphelpyouyoutoto
improveimproveyouryourcustomercustomerservice.service.
WhatsAppWhatsAppmarketingmarketingstrategiesstrategiesthatthathelpedhelpedoneonecompanycompanytotoexpandexpandtheirtheir
businessbusinessinternationallyinternationallyandandimproveimprovetheirtheirsales.sales.
AndAndaawholewholelotlotmoremore……inintotaltotal101101actionactiontipstipsandandstrategies.strategies.
ThebookisdividedintothesetenChapters:
ChapterChapter1:1:DigitalDigitalMarketingMarketingandandFacebookFacebookMarketingMarketingStrategiesStrategies
ChapterChapter2:2:CustomerCustomerandandCompetitorCompetitorAnalysisAnalysis
ChapterChapter3:3:FacebookFacebookPersonalPersonalProfileProfileStrategiesStrategies
ChapterChapter4:4:FacebookFacebookBusinessBusinessPagePageStrategiesStrategies
ChapterChapter5:5:BasicBasicFacebookFacebookAdvertisingAdvertisingStrategiesStrategies
ChapterChapter6:6:AdvancedAdvancedFacebookFacebookAdvertisingAdvertisingStrategiesStrategies
ChapterChapter7:7:FacebookFacebookVideoVideoMarketingMarketingStrategiesStrategies
ChapterChapter8:8:InstagramInstagramMarketingMarketingStrategiesStrategies
ChapterChapter9:9:InstagramInstagramAdvertisingAdvertisingStrategiesStrategies
ChapterChapter10:10:FacebookFacebookMessengerMessengerandandWhatsAppWhatsAppMarketingMarketingStrategiesStrategies

18. AndeachoftheseChaptersisdividedinto10tips.Youmightenjoytakingtimetoreview
theTableofContentsandmaybestartfromthepartwhichismostcrucialorneededfor
yourbusiness,oryoucanreadthewholebookfromstarttofinish.
Youwillalsoreadpowerfulexpertinterviewsandcasestudiesfromthefollowingonline
marketingexpertswhosharespecificstrategiesyoucanlearnfromandapplytoyourown
business:
ScottScottMontyMontyononhowhowtotouseusethethenewnewFacebookFacebookLiveLiveVideoVideototocommunicatecommunicatewithwith
youryouraudience.audience.
GideonGideonShalwickShalwickononhowhowtotoleverageleverageFacebookFacebookvideovideoadvertising.advertising.
KevinKevinDavisDavisononhowhowtotouseuseFacebookFacebookvideovideoadvertisingadvertisingcombinedcombinedwithwithFacebookFacebook
sweepstakes.sweepstakes.
CharlesCharlesKirklandKirklandononhowhowtotouseuseaaspecialspecialFacebookFacebooktargetingtargetingoptionoptionwhichwhichcancan
quicklyquicklyimproveimproveyouryourFacebookFacebookadadresultsresultsandandROI.ROI.
RoccoRoccoAlbertoAlbertoBaldassarreBaldassarreononhowhowoneonespecificspecificInstagramInstagramadvertisingadvertisingstrategystrategy
generatedgenerated343343salessalesinin3030days.days.
ClaudiaClaudiaAraujoAraujoononhowhowherhercompanycompanyexpandedexpandedinternationallyinternationallybybyleveragingleveraging
WhatsAppWhatsAppmarketingmarketingstrategies.strategies.
BecauseIunderstandthateveryoneissobusythesedays,Ialsoofferthreesuggested
actionstepsattheendofeachChapterthatcanhelpyoutoquicklygetstarted
implementingthesestrategiesforyourbusiness.
IhopeyouenjoylearningaboutthesedifferentFacebookmarketingtipsandstrategiesand
wishthegreatestsuccessinapplyingthem.
Feelfreetovisitmysiteatwww.lasserouhiainen.comandthisbooksiteatwww.101fb.com

19. CHAPTER1

20. DigitalMarketingandFacebookMarketingStrategies
InthisfirstChapterwewilllookintosomeFacebookmarketinganddigitalmarketing
trendsthatareaffectingthewaycompaniesdobusiness.Thefirstfivearerelatedtodigital
marketingingeneralandthelastfivearetrendsrelatedtoFacebook.
These10trendsandstrategiesserveasanintroductionandinthefollowingChaptersyou
willfindmoredetailedtipsandstrategiesrelatedtothem.
DigitalMarketingTrends
1.Focusonyourcustomerpurchasefunnel
Itusedtobethatyoucouldjustpostinformationinyourlocalnewspapertoletpeople
knowaboutyourproductsandservices.Today,successfulcompaniesneedtoanalyzeand
createacustomerpurchasefunnel,alsocalledasalesfunnel.
Figure1.1illustratesthispoint.Itshowsasamplesalesfunnelshowcasingthreedifferent
levelscustomersgothroughbeforebuyingyourproduct.
LeadsLeads--PeoplePeoplewhowhoseeseeyouryourcontentcontentororinformation:information:TheseThesepeoplepeoplemaybemaybe
havehaveseenseenyouryourFacebookFacebookad,ad,butbutarearenotnottakingtakingactionactionsincesinceitit’’ssthethefirstfirsttimetime
theythey’’vevebeenbeenexposedexposedtotoyouryourcompanycompanyandandneedneedmoremoreinformationinformationininorderordertoto
movemovethethenextnextphase.phase.
ProspectsProspects--PeoplePeoplewhowhobecomebecomeinterestedinterestedbutbutarearenotnotreadyreadytotobuybuyyet:yet:
TheseThesepeoplepeoplearearecomparingcomparingoptionsoptionsandandtypicallytypicallyneedneedmoremoreinteractioninteractiontoto
generategeneratetrusttrustwithwithyouryourcompany.company.
CustomersCustomers--PeoplePeoplewhowhoboughtboughtyouryourproduct:product:YourYourtasktaskisistotoidentifyidentifywhatwhat
specialspecialcharacteristicscharacteristicstheytheyhave,have,ininorderordertototargettargetthesethesekindskindsofofpeoplepeoplewithwith
youryourFacebookFacebookpromotions,promotions,andandtotocommunicatecommunicatewithwiththemthemtototrytrytotogetgetthemthemtoto
endorseendorseyouryourproductproducttototheirtheirfriends.friends.

21. Figure1.1:Samplesalesfunnel.
Companieswithproductsthathavehightransactionvaluestendtohavemorelevelsin
theirmarketingfunnels,whilecompanieswithlowpricedproductshavesimplesales
funnels,aspresentedinFigure1.1.
Acentralcomponentofthesuccessfulsalesfunnelisemailmarketing,sinceitallowsyouto
captureyourleads’informationandkeepintouchwiththem.Youshouldsegment
customerinformationinyouremailmarketingtoolorCRM(customerrelationship
managementtool)sothatyouknowhowmanypeopleyourcompanyhasineachlevelof
thesalesfunnel.
Howyoucanhelpcustomersmovetothenextphaseinthe
marketingfunnel
Hereisalistofitemswhichhelpcustomerstomovefastertowardthenextphaseinthe
funnelandtowardthepurchasedecision:
GiveGivevaluablevaluablecontentcontentforforfree:free:ThisThiscontentcontentcancanbebeinindifferentdifferentformsformsandand
needsneedstotobebeinterestinginterestingandandrelevantrelevanttotothetheinitialinitialproblemproblemthatthatthethecustomercustomerhas.has.
OfferOffermoremoreopportunitiesopportunitiesforforengagement:engagement:CustomersCustomersneedneedmoremore
opportunitiesopportunitiestotocommunicatecommunicatewithwithyouryourcompanycompanyonondifferentdifferentplatforms.platforms.

22. GenerateGeneratetrusttrustandandcredibility:credibility:ShareSharecustomercustomerexperiencesexperiencesandandcasecasestudies.studies.
SurveySurveyyouryourbuyersbuyersandandaskaskwhywhytheytheyboughtboughtyouryourproducts,products,andanduseusethatthat
informationinformationtotoimproveimproveyouryourfunnel.funnel.
TrackTrackresultsresultsinineacheachlevellevelofofthethefunnel:funnel:AnalyzeAnalyzethetheresultsresultsinineacheachlevellevelofof
thethefunnelfunnelandanduseusethatthatdatadatatotoimproveimproveandandmodifymodifyyouryourfunnel.funnel.
2.Acceptthefactthatconsumers’attentionspansare
gettingshorter
Thestronggrowthoftheusageofportablemobiledevicesanddigitalizedlifestylesin
generalhassignificantlychangedthewaypeopleconsumecontentontheInternet.
Accordingtoseveralstudies,consumers’attentionspansaregettingshorterallthetime
andcompaniesneedtoadapttheirmarketingstrategiesforthisnewtrend.
MakeMakecontentcontentthatthatisiseasyeasytotoconsume:consume:TypicallyTypicallythisthismeansmeanscreatingcreatingshortershorter
contentcontentsosothatthatconsumersconsumerscancanconsumeconsumeititbeforebeforegettinggettingdistracteddistractedandandmovingmoving
totothethenextnextthing.thing.WithWithcontentcontentIIreferrefertotovideos,videos,photos,photos,GIFsGIFsandandarticles,articles,justjusttoto
namenamefew.few.AAlonglongformformcontentcontentstillstillhashasitsitsplaceplaceforforconsumersconsumerswhowhoalreadyalready
knowknowyouyouandandyouryourcompany,company,butbutforformostmostnewnewpotentialpotentialclientsclientsyouyouneedneedtoto
createcreateshortshortandandinterestinginterestingcontent.content.
MakeMakethethebeginningbeginningofofyouryourcontentcontentcount:count:TheThefirstfirstparagraphsparagraphsofofyouryour
articlearticleororthethefirstfirst44secondssecondsofofaavideovideoarearethethemostmostimportant,important,asasyouyouneedneedtoto
inviteinviteconsumersconsumerstotoconsumeconsumethetherestrestofofyouryourcontent.content.UsingUsingquestionsquestionsininthethe
beginningbeginningofofyouryourcontentcontentnormallynormallyhelpshelpstotogetgetconsumersconsumers’’attention.attention.
Onestrategytotackletheshorterattentionspanistogeneratecontentthatishighly
personalizedandrelevant.Itisalsoveryimportanttolearnhowtoanalyzetheresultsand
modifyyourcontentaccordingly.
Ingeneral,thegreatestchallengerightnowishowtocaptureandkeeppeople’sattention
whentheyviewyourcontent.Smartcompaniesarealreadyadaptingtheircontent
accordinglyandyoushoulddothesame.
3.Havemorecustomercontactpoints
Traditionallyitusedtobesufficientforcompaniestoonlyhaveawebsite,buttoday
consumersdemandmoreengagementandcommunicationviadifferentpointsofcontact
andpiecesofcontentbeforetheyperceiveyourcompanyastrustworthy.
Thesecustomercontactpointsarealsocalledtouchpoints,andhereisanexampleofhow
Facebookallowsbusinessestoconnectwithclientsusingmultipletouchpoints:

23. ImagineImaginethatthatyouyoushareshareinformationinformationandandcontentcontentwithwiththetheclientclientononyouryour
FacebookFacebookBusinessBusinessPage.Page.
AfterAfterthat,that,thetheclientclientgoesgoestotoInstagramInstagramandandseesseesyouryournewnewvideovideowhichwhichisisrelatedrelated
totothethecontentcontentheheororsheshealreadyalreadysawsawononyouryourFacebookFacebookBusinessBusinessPage.Page.
AfterAfterthat,that,thetheclientclientwillwillsendsendaaWhatsAppWhatsAppmessagemessagetotoyouyouororcontactcontactyouyouviaviathethe
FacebookFacebookMessengerMessengerappapptotoaskaskforformoremoredetailsdetailsaboutaboutyouryourproduct.product.
Interestingly,alltheplatformsmentionedinthisexample(FacebookPage,Instagram,
WhatsAppandFacebookMessenger)pertaintotheFacebookecosystem.OneofFacebook’s
goalsistocreatemoretoolsforsmallbusinessessothatcompaniescangeneratemore
businesswithintheFacebookecosystem.
4.Recognizetheincreasingimportanceofpaidadvertising
Intoday’sworld,customersareturningawayfromimpulse-buyingandwanttolearnmore
aboutacompanybeforebuyingitsproducts.Customersareoftendistracted,butrecognize
thattheyhaveachoicewhenitcomestothebusinessestheychoosetosupport,sothey
tendtorequiremoretouchpoints(orpointsofcontact)withthecompaniestheybuyfrom.
Paidadvertisingisthebestwaytomeettheseneeds.
Onlinepaidadvertising,andmostspecifically,advertisingthroughFacebook,canoffera
greatwaytogeneratenewleads,targetingpotentialcustomerswhohavenotyetinteracted
withyourbrand,andtostayincontactwithyourcurrentcustomers,lettingthemknow
aboutadditionalproductsorservicesthatmaybehelpfultothem.
It’snotalwaysaboutmakingasalewithpaidadvertising.Sometimes,justensuringthatthe
customerismindfulofwhatyourcompanyisdoingcanindirectlyincreasesales.With
greattoolslikepaidadvertisingthroughFacebook,youcanincreasetheimpactofyour
business,expandingyourreachthroughsimplecontent.Fewcompaniesareabletogrow
quicklywithoutimplementingpaidadvertisingstrategies.

24. Figure1.2:Facebookadvertising.
Therearecostsassociatedwithadvertisingonline,butthegoodnewsisthatyoucanstart
smallandcalculateyourreturnsfairlyeasily.Facebookisconstantlyimprovingtheirtools,
anditissimpletostartusingthem.
Allofthecompaniesthatarecurrentlydominatingtheirindustriesareusingpaid
advertising,andmanyofthemrelyonFacebookadvertising.Inthemodernmarket,Iwould
highlyrecommendthatallbusinesses,neworold,usethismethodofadvertisingtogrow
theirbrand.
5.Recognizethehugeimpactvirtualrealitywillhavefor
businesses
RememberafewyearsbackwhenyouneededtovisittheFacebookwebsiteonyour
desktopcomputertogotoyourFacebookaccount?Nowadays,youcandothesamemore
quicklybysimplyopeningtheFacebookapplicationonyourmobiledevice.
However,inthefutureitisquitepossiblethatinordertologintoFacebook,youwouldput
onavirtualheadset,showingyoucontentfromyourFacebookfriendsinamuchmore
immersiveway,makingyoufeelasifyouareactuallyrighttherewithyourfriends.Itwill
stilltakesometimebeforewearethere,butitisquitelikelytohappen.
Facebook’sfounderandCEOMarkZuckerberghaslongbeenfascinatedwiththefuture
possibilitiesofvirtualreality,andin2014Facebookpurchasedavirtualrealitycompany
calledOculusVR.Theirnewvirtualrealitydevice–OculusRift–retailsforthepriceof
$599USDandwillbeusedforanumberofmarketingactivitiesinthefuture.

25. Currently,virtualrealityismainlyknowninthegamingindustry,butinthefutureitwill
providehugeopportunitiesfortheentertainment,travel,realestate,automotive,education,
andmanyotherindustries.Today,thetoolsandsoftwareforcreatingandconsuming
contentforvirtualrealitydevicesarestillabitexpensive,butasthepricescomedown,
moreandmorecompanieswillstarttousethem.
Figure1.3:Virtualreality.
Atthismoment,mostofthemarketingisbeingdonewithstillimagesor2-dimensional
videos(mostofthevideosyouseeonlinearetwodimensional),butFacebookispreparing
amoreimmersiveopportunitythatallowsconsumerstofeelthattheyareactually
somewhereelsewhenwearingavirtualrealitydevice.Virtualrealitywillgreatlyhelp
companiestocommunicatethebenefitsoftheirproductsandservices.Theimplicationsof
thisformarketingarehugeandthecompaniesthatadaptfirstwillreapenormousbenefits.
InadditiontoFacebook,otherbigtechnologycompanieslikeApple,GoogleandAmazon
arealsoworkingonvirtualreality,whichwillmaketheadaptationofthisnextphaseof
technologyfaster.
FacebookMarketingTrends

26. 6.LearntoleveragetheopportunitiesintheFacebook
ecosystem
Atthemoment,Facebookisthebiggestsocialnetwork,servingover1.5billionactiveusers
eachmonth,andalsoownsseveralothersocialmediatools,includingInstagram(with400
millionactiveusers),WhatsApp(1billionactiveusers),andFacebookMessenger(800
millionactiveusers).Eachofthesetoolsprovidesauniqueandpowerfulwaytointeract
andengagewithyourpotentialcustomers.
Eachofthesetoolswillbecoveredindetaillaterinthisbook,buthereisaquickoverview
oftheFacebookecosystemforbusinesses:
Facebook:Facebook:EveryEverybusinessbusinessthatthatwantswantstotoleverageleveragemarketingmarketingopportunitiesopportunities
availableavailablethroughthroughsocialsocialmediamediashouldshouldhavehaveaaFacebookFacebookBusinessBusinessPage.Page.TheThe
properproperuseuseofofaaFacebookFacebookpersonalpersonalprofileprofilehelpshelpstremendouslytremendouslyininpersonalpersonal
brandingbrandingofofbusinessbusinessprofessionals.professionals.InInaddition,addition,FacebookFacebookadvertisingadvertisingoffersoffers
unlimitedunlimitedpossibilitiespossibilitiestotoreachreachmoremorecustomers.customers.
Instagram:Instagram:InstagramInstagramisisgrowinggrowingquicklyquicklyandandhashasbecomebecomeaapotentpotenttooltooltotoserveserve
industriesindustriesthatthatofferoffervisualvisualproducts.products.TheirTheiradvertisingadvertisingtoolstoolsarearehighlyhighlyeffectiveeffective
forforallalltypestypesofofbusinesses.businesses.
WhatsApp:WhatsApp:ThisThisisisananamazingamazingtooltooltotoprovideprovideone-to-oneone-to-onecommunicationcommunicationwithwith
customers,customers,especiallyespeciallywhenwhentheytheywantwanttotogaingainmoremoreinformationinformationbeforebeforemakingmaking
aapurchase.purchase.BusinessesBusinesseshavehavereportedreportedthatthatitithashasmademadethemthemmoremoresuccessfulsuccessfulinin
buildingbuildingtrusttrustandandbrandbrandloyaltyloyaltywithwiththeirtheircustomers.customers.ItItisisimportant,important,however,however,
notnottotouseuseWhatsAppWhatsAppforforunsolicitedunsolicitedmessagesmessagesororspam.spam.
FacebookFacebookMessenger:Messenger:FacebookFacebookisisconstantlyconstantlyupdatingupdatingthisthistooltooltotoensureensurethatthat
ititoptimizesoptimizescommunicationscommunicationsbetweenbetweenbusinessesbusinessesandandtheirtheircustomers.customers.YouYoucancan
useuseitittotosendsendtext,text,video,video,ororaudioaudiomessages,messages,andandthisthistooltoolwillwillcontinuecontinuetotobebe
developeddevelopedtowardtowardcustomercustomersupportsupportininthethefuture.future.
Inordertogrowyourbusiness,thebeststrategyistouseallfourofthesetoolstogether.
Whilethereisaslightlearningcurvetoeachtool,theyareworththetimeandenergy
investedintothem.Becausesomeofthesetoolsarefairlynew,companiesthatexploreand
investinthesetoolsearlyoncangainacompetitiveedgeoverothersintheirindustries.
7.Takeadvantageoftheexplosivegrowthofvideo
marketingonFacebook
Videocanbeaveryeffectivetoolforgainingtrustandcredibilitywithyourcustomers.In
manycases,consumersaremorecomfortablemakingapurchasedecisionifthey’vebeen

27. abletoviewavideoabouttheproductorservicebeforehand.Inthepast,thereweren’tas
manyopportunitiesforconsumerstoseevideos,duetolowInternetconnectionspeeds,
butnow,thevideomarketingpossibilitieshaveincreaseddrastically,especiallyformobile
viewers.
VideomarketingthroughFacebookoffersseveraluniquebenefits:
ExpandExpandthethereachreachofofyouryourbusinessbusinessthroughthroughvideovideocontent:content:FacebookFacebook
promotespromotesvideovideocontentcontentoverovermoremorestaticstaticcontent,content,likelikephotosphotosororstatusstatusupdate,update,
allowingallowingvideovideocontentcontenttotoreachreachmoremoreusers.users.
CreateCreatetransparencytransparencythroughthroughlivelivevideovideostreaming:streaming:OneOneofofthethenewnewtoolstools
fromfromFacebookFacebookisisthetheFacebookFacebookMentionsMentionsapp,app,whichwhichallowsallowsbusinessesbusinessestotopostpost
livelivevideos.videos.ThisThisisisaagreatgreatwaywaytotoallowallowyouryourcustomerscustomerstotoseeseeyouyourespondrespondtoto
questions,questions,showshowaademodemoofofaaproduct,product,ororgivegiveaabehind-the-scenesbehind-the-sceneslooklookatatyouryour
office,office,creatingcreatingaasensesenseofoftransparency.transparency.
ImpressImpresspotentialpotentialcustomerscustomerswithwithrich,rich,360-degree360-degreevideo:video:GiveGiveyouryour
customerscustomersaawholewholenewnewwaywaytotoseeseeyouryourcompanycompanythroughthroughtheirtheirNewsNewsFeed.Feed.
WithWiththisthistool,tool,thetheuseruserisisinincontrolcontrolofofthethevideovideoandandcancanmovemovearoundaroundthetheroomroom
bybytiltingtiltingtheirtheirphonephoneororclickingclickingaroundaroundininititonontheirtheirdesktop.desktop.ThisThisisisaagreatgreat
waywayforforhotelshotelsandandotherotherlocation-basedlocation-basedbusinessesbusinessestotoprovideprovideaapowerfulpowerfulvisual.visual.
IncreaseIncreasesalessalesconversionsconversionsthroughthroughvideovideoadvertising:advertising:VideoVideoadvertisingadvertising
cancanbebefairlyfairlyinexpensiveinexpensiveandandoffersoffersnumerousnumerouspossibilities,possibilities,includingincludingsimplesimple
productproductdemonstrationsdemonstrationsandandtestimonialtestimonialvideos.videos.WithWithaagreatgreatreachreachandandnotnotaalotlot
ofofcompetition,competition,youyoucancanincreaseincreaseyouryoursalessalesdramaticallydramaticallywhenwhenyouyouuseuse
FacebookFacebookvideovideoadvertising.advertising.
Inthefuture,wecanexpectevenmoregreattoolsforvideomarketingfromFacebook.
Theyhavealreadyexpandedintocreativevideotoolswithvirtualrealitydeviceslike
OculusRift,andhavegoalstobecomethetopvideomarketingsiteontheInternet,
surpassingYouTube.Videoisoneofthemostpowerfultoolsavailabletoadvertisersright
now,aswe’llexploremoreinalaterChapterofthisbook.
8.Nowebsiteneeded:takeadvantageofthenewbusiness
toolsfromFacebook
Recently,Facebookhasintroducedseveraltoolstohelpbusinessesbypasstheneedfora
traditionalwebsiteandtakeadvantageofsalesdrivendirectlythroughthesocialnetwork.
Thisisanewapproachtoadvertising,andcompaniesthatareontheforefrontofthistrend
candrivesalesinuniqueways.
HerearethefourprimarytoolsforbusinessesprovidedbyFacebook:

28. FacebookFacebookBusinessBusinessPage:Page:ThisThistooltoolhashasbeenbeenaroundaroundononFacebookFacebookforforaawhile,while,
butbutnewnewfeaturesfeaturesareareconstantlyconstantlyavailable.available.AAFacebookFacebookBusinessBusinessPagePagereplacesreplacesaa
traditionaltraditionallandinglandingpagepageasasthetheprimaryprimarymethodmethodforforFacebookFacebookusersuserstotointeractinteract
withwithaabusiness.business.
FacebookFacebookCanvas:Canvas:ThisThisisisaabrand-newbrand-newtooltoolbeingbeingdevelopeddevelopedbybyFacebookFacebookthatthat
willwillbebelaunchedlaunchedsoon,soon,asasofofthethetimetimeofofthisthiswriting.writing.ItItwillwillprovideprovideprofessionalprofessional
toolstoolstotohelphelpcompaniescompaniestotoshowcaseshowcasetheirtheirproducts.products.ToTolearnlearnmore,more,visitvisit
https://canvas.facebook.com.https://canvas.facebook.com.
FacebookFacebookLocalLocalAdvertising:Advertising:TheseTheseadsadsincludeincludeaadirectdirectcall-to-action,call-to-action,sosothatthat
customerscustomerscancanseeseeananadvertisementadvertisementandandrespondresponddirectly,directly,requestingrequestingaaquote,quote,
makingmakingaareservation,reservation,ororperformingperformingaanumbernumberofofactionsactionsthatthatusedusedtotorequirerequireaa
separateseparatewebsite.website.
FacebookFacebookLocalLocalServices:Services:InInthisthistool,tool,FacebookFacebookprovidesprovidesaalistinglistingofoflocallocal
businessesbusinessesforforwhichwhichcustomerscustomerscancanleaveleavereviews.reviews.ItItisissimilarsimilartotothetheservicesservices
offeredofferedbybyYelpYelpandandGoogleGoogleLocal,Local,butbutisisdrivendrivenbybyFacebook.Facebook.LearnLearnmoremoreaboutabout
thisthistooltoolatathttps://www.facebook.com/services.https://www.facebook.com/services.
Figure1.4:ScreenshotofFacebookCanvasathttps://canvas.facebook.com.
CompaniescanalsocommunicateandengagewiththeircustomersthroughFacebook
MessengerorWhatsApp,allowingallofthelayersofadvertisingtocomeintoonecentral
place,whichwillultimatelyhelptoincreasetherateofsalesconversionsfromyour
advertisingefforts.

29. 9.Nophonenumberneeded–leveragecommunication
toolswithFacebookMessengerandWhatsApp
Thewaythatconsumerscommunicateischangingrapidly,asnewtoolsareavailablethat
allowforquick,meaningfulinteractions.Instantmessagingtoolsformobiledeviceshave
grownexponentially,andalongwiththem,toolslikeFacebookMessenger(withover800
millionusers)andtheFacebook-ownedWhatsApp(withover1billionusers)aregrowing
too.
Thesetoolsarehelpfulbecausetheydon’trequireyoutohavephonenumbersforyour
clients.YoucancontactcustomersdirectlythroughtheFacebookMessengerservice,
communicatinginmorewaysthaneverbefore:Sendingphotos,videos,GIFs,oreven
directionstoyourbusiness.
Formanycustomers,thisisquicklybecomingtheirpreferredmethodofcommunication,
sincetheynolongerhavetodealwiththeawkwardnessofcoldcalls.Italsoallows
customerstointeractonthego,usingtheirmobiledeviceappsoradesktopdeviceby
visitingwww.messenger.com.Thesetoolsalsoallowyoutocommunicatewithyourclients
inricherandmoremeaningfulways.
Figure1.5:ScreenshotofFacebookMessengerthatcanbefound
atwww.messenger.com.

30. Additionally,thenewBusinessesonMessengerserviceisnowavailablethroughFacebook
tocertaincompaniesintheUnitedStates.Thisserviceallowsbusinessestocreatecustom
messagelayoutsandtoprovidebettercustomersupporttools.Moreinformationaboutthis
helpfultoolwillbeavailableattheendofthisbook.
10.AnalyzeyourresultsontheFacebookecosystem
Inthepast,abusinesscouldonlycalculatetheirimpactonFacebookthroughthenumber
of“likes”theirpagesreceived.Whilemarketingactivitiesarenowmorecomplex,
businesseshavethecapabilitytoanalyzeanumberofinteractionsandseethedirect
resultsoftheiradvertisingeffortsonFacebook.
Itisimportanttohaveclarityonwhatyouarelookingforfromeachtoolsothatyoucan
calculateyourreturnoninvestment.Forexample,ifacustomerrespondedtoaFacebook
adandpurchaseda$20productandyouspent$5toadvertise,yourreturnoninvestment
wouldbe$15.Overtime,ifyoucan,alsotrackthetotallifetimevalueofaclientforeven
moreaccuratereturns.
StartanalyzingyourresultsfromtheminuteyoustarttouseFacebookforyourbusiness.
Thereareseveralwaystodothis:
OnOnyouryourbusinessbusinesspage,page,seeseewhatwhatkindskindsofofcontentcontenthavehavethethemostmostengagementengagement
andanduseusethisthisinformationinformationtotocreatecreatefuturefuturecontent.content.
WithWithFacebookFacebookadvertisingadvertisingcampaigns,campaigns,tracktrackthetheadsadsthatthatarearerunningrunningwellwellandand
adaptadaptorordeletedeletethetheadsadsthatthatarearenotnotasaseffective.effective.
ForForvideovideomarketing,marketing,looklookatatthethevideovideoretentionretentionrateratetotoseeseehowhowmanymanyusersusersareare
watchingwatchingthethevideovideototocompletion.completion.
WithWithWhatsAppWhatsAppandandFacebookFacebookMessenger,Messenger,keepkeepananeyeeyeononthethenumbernumberofof
contactscontactsyouryourbusinessbusinesshashasreceived,received,howhowmanymanypurchasespurchasesresultedresultedfromfromyouryour
interactions,interactions,andandwhatwhatqualityqualityofofleadlead(or(orpotentialpotentialbuyer)buyer)camecamefromfromyouryour
contact.contact.
Eachofthesetoolswillbecoveredindetaillateron.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER1:
AfterAftereacheachChapterChapterIIsharesharethreethreerecommendedrecommendedactionactionsteps.steps.TryTrytotododothesetheseexercisesexercises
beforebeforemovingmovingtotothethenextnextChapterChapterofofthethebook.book.YouYoucancanalsoalsouseusethethetemplatestemplatesofferedofferedinin
thetheresourceresourcepackagepackageofofthisthisbook.book.
ThinkThinkaboutaboutwhichwhichphasesphasesofofthethesalessalesfunnelfunnelyouryourbusinessbusinesshas.has.TryTrytotodrawdrawanan
exampleexampleofofit.it.AnalyzeAnalyzewhatwhattypetypeofofcontentcontentororcommunicationcommunicationyouyoushouldshoulduseuseinin

31. eacheachofofthosethosephases.phases.
ConsiderConsiderhowhowyouyoucouldcouldcreatecreatecontentcontentthatthatcatchescatchesconsumersconsumers’’attentionattentionfast,fast,
asastheirtheirattentionattentionspanspanisisbecomingbecomingshorter.shorter.
MakeMakeaalistlistofofideasideasaboutabouthowhowyouyoucouldcouldhavehavemoremoretouchtouchpointspointswithwithyouryour
clientsclientsandandcommunicatecommunicatebetterbetterwithwiththem.them.

32. CHAPTER2
CustomerandCompetitorAnalysis
ModernFacebookmarketingalwaysbeginsbyanalyzingyouridealclient,anddetermining
whichonlinetoolswouldbemosteffectiveforbetteridentifyingtheidealcustomer,aswell
asthecompetition.ThisChapterprovidesfivestrategiesforcustomeranalysis,andanother
fivestrategiesforgatheringcompetitiveintelligence.

33. Strategiesrelatedtocustomeranalysis
11.Createyourcustomeravatar
BeforeimplementingFacebookmarketingstrategies,youneedtofirstgetaclearpictureof
whoyouridealclientwillbe.Obviously,yourproductsandservicesareavailablefor
everyonetobuy;but,intoday’sover-competitivebusinessenvironment,youneedtobe
extremelyclearastowhomyouwanttoreachandwhowouldbeyouridealclient.
Whencreatingyourcustomeravatar,thesearesomeoftheareasyouneedtoidentify:
Basicinformation:
AgeAge&&gender:gender:WhatWhatisisthethegendergenderandandageagerangerangeofofyouryourmostmostprofitableprofitablebuyers?buyers?
GeographicGeographiclocation:location:WhereWhereareareyouryourbestbestclientsclientslocated?located?ForForexample,example,whilewhile
oneonee-commercee-commercestorestoremightmightdeterminedeterminethatthattheirtheirbestbestclientsclientsliveliveininaacertaincertain
regionregionofofthethecountry,country,aalocallocalclothingclothingstorestoremightmightfindfindthatthattheirtheircustomercustomerbasisbasis
liveslivesininoneoneparticularparticularareaareaofofthethecity.city.
InterestsInterestscategories:categories:WhatWhatareareyouryourtargetedtargetedclientsclients’’hobbieshobbiesandandinterests?interests?
WhichWhichmagazinesmagazinesdodotheytheybuy?buy?WhichWhichTVTVprogramsprogramsdodotheytheywatch?watch?
WebsitesWebsitestheytheyvisit:visit:WhatWhatarearethethebiggestbiggestwebwebportals,portals,newsnewssites,sites,ororblogsblogsthatthat
youryourclientsclientsvisit?visit?
Morespecificinformation:
MotivationMotivationtotobuy:buy:WhatWhatreallyreallyincentivizesincentivizesyouryourclientsclientstotomakemakepurchasingpurchasing
decisions?decisions?ForForexample,example,someonesomeonewhowhowantswantstotobuybuyaacoursecourseononhowhowtotostopstop
smokingsmokingisisprobablyprobablyalsoalsointerestedinterestedininthethebroaderbroadercategorycategoryofofimprovingimprovinghishisoror
herherhealth,health,notnotjustjustquittingquittingsmoking.smoking.
MainMainproblem:problem:WhatWhatisisyouryourclientclient’’ssmainmainproblemproblemororchallengechallengeheheororsheshe
wantswantstotoresolve?resolve?
EmotionalEmotionalneedneedrelatedrelatedtotothetheproblem:problem:WhatWhatisisthetheemotionalemotionalneedneedrelatedrelated
totothethemainmainproblemproblemyouryouridealidealclientclientwantswantstotoresolve?resolve?ForForexample,example,singlesingle
womenwomenwhowhowantwanttotoloseloseweightweightmightmighthavehaveananemotionalemotionalneedneedofoffindingfindingaalifelife
partner.partner.
Keywords:Keywords:WhenWhenusingusingGoogleGoogleororotherothersearchsearchengines,engines,whatwhatkeywordskeywordsdodoyouryour
idealidealclientsclientsmostmostuse?use?

34. Formostbusinesses,creatingaclientavatarwithsuch“basicinformation”issufficient.The
“specificinformation”sectionnormallytakesmoretime,andispossibletodowithout.
Regardless,themostcommonmistakebusinessownerscommit–notwithstandingthe
levelofdetail–iscreatingjustoneavatar.Irecommendtryingtocreateatleastthree
differentcustomeravatars.
12.ConductbasicresearchonFacebookPages
Onlyafewbusinessownersactuallyspendthetimeanalyzinghowothercompanies
leverageFacebookmarketingbeforeimplementingtheirownstrategies.However,thistype
ofbasicresearchenablesyoutoclarifywhattypeofcontentandcommunicationworks
bestinyoursector,andisworththetimetaken.
ThefollowingisaverybasicFacebookmarketingresearchstrategyyoumayimplement.
YoucancreateasimpleExcelspreadsheettogatherandorganizeallofthisinformation.
VisitFacebookPagesinyoursectorandanalyzethefollowingcharacteristicsoftheir
content:
WrittenWrittentext:text:
WhatWhatwordswordsarearemostmostusedusedtotostartstartaaFacebookFacebookpost?post?
WhatWhatkindskindsofofcallscallstotoactionactiondodotheytheyuse?use?
DoDotheytheypostpostshortshortsentencessentencesororlonglongparagraphs?paragraphs?
DoDotheytheyuseusespecificspecificwordswordsororverbiageverbiagerelatedrelatedtotoyouryoursector?sector?
Photos:Photos:DoDotheytheyuploaduploadphotosphotosthatthatarearebeautifulbeautifulandandwell-edited?well-edited?
Content:Content:HowHowoftenoftendodotheytheypost?post?
Videos:Videos:WhatWhatkindskindsofofvideosvideosdodotheytheyuse?use?
Engagement:Engagement:WhichWhichofoftheirtheircontentcontenthashasthethemostmostcomments,comments,likes,likes,andandshares?shares?
OtherOtherobservations?observations?
Youmayalsoanalyzewhatkindsofcoverphotostheyuse,andwhattypesofbasic
informationtheyprovideontheirFacebookPages.
AreyouhavingdifficultyfindingFacebookPagesforcompaniesinyoursector?Laterinthis
ChapterwewillcovertoolslikeSocialBakersandLikealyzerwhichhelplocatesuch
companiesforanalysis.Asdiscussedlater,Irecommendrunningsuchresearchforthree
differentgroups:(1)companiesinyoursector;(2)yourbiggestcompetitors;and(3)the

35. mostpopularFacebookPagesinyourcountry.Basicresearchlikethismightsoundboring,
butitisamustforeffectiveFacebookmarketing(andcanbeoutsourcedifyouprefer).
13.ConstantlyanalyzeFacebookPageInsights
FacebookPageinsightscanbefoundforeveryFacebookPage,andbusinessownersshould
examinethedataprovidedbythistooleveryweek.Pageinsightsallowsyoutoknowwhat
typeofcontentyouraudiencelikedbest,andwhatpartofyouraudienceismostengaged.
WiththistoolyouwillfindinformationonthreekeyindicatorsrelatedtoyourFacebook
Page:likes,reach,andengagement.EveryFacebookPageownershouldcontinuouslyfind
newmethodsofincreasingengagementand,therefore,thesemetricsareprobablythemost
significantwhenanalyzingwhatkindofcontentgeneratedthemost.Therearealsouseful
metricsforvideospostedonyourFacebookPagewhichwewillcoverlaterinthisbook.
Figure2.1:FacebookPageinsightsshowsthetypeofcontentthatgeneratesmost
engagementamongyouraudience.
ThePeoplesectionofFacebookPageinsightsgivesinformationregardingtheage,gender
andgeographiclocationofyourFacebookfans.Thisdataisvitalforcreatingtargeted
campaignswithyourFacebookadvertising.
14.ObtainpreciouscustomerdatafromAudienceInsights

36. In2014,Facebooklaunchedafreetoolwhichhelpsdeterminewhoyouridealclientsare,
theirinterests,andtheirbuyinghabits.ThisisanindispensabletoolforbothFacebook
advertisersandPageowners,andprovidesalotofbehavioralanddemographicdata.
Youshouldusethisdatanotonlytocraftmorespecificcustomeravatars,butalsotogain
valuableinsightsintoyourcompetitors.
FacebookAudienceInsightscanbefoundatwww.facebook.com/ads/audience_insights.To
start,youneedtoselectoneofthefollowingaudiencetypesyouwanttoanalyze:
AllAllFacebookFacebookusers.users.
PeoplePeopleconnectedconnectedtotoyouryourFacebookFacebookPage.Page.
AACustomCustomAudienceAudience(this(thistermtermwillwillbebeexplainedexplainedininthetheFacebookFacebookAdvertisingAdvertising
ChapterChapterofofthisthisbook).book).
Figure2.2:ThreeaudienceoptionsyoucanselectwhenusingFacebookAudienceInsights.

37. Youcanonlyanalyzeoneaudienceatatime.Obtaininginformationaboutthepeoplewho
areconnectedtoyourPageisvital,butforyouranalysiswiththistoolit’sbesttostartwith
everyoneonFacebook.
Supposeyouhaveanonlinebusinesssellingyogatrainingandyouareeagertogaindata
regardingpeoplewhoareinterestedinyoga.First,selecteveryoneonFacebookasthe
audiencetype,andthenenter“yoga”belowthefieldwhichsays“interests”(seetheimage
below).
Figure2.3:DemographicdatashowcasedbyFacebookAudienceInsightsonpeoplewhoare
interestedonyoga.
AccordingtothedemographicdataforFacebookusersthroughouttheUSA,74%ofpeople
whoareinterestedinyogaarewomenand26%aremen.Therefore,thefocusofyour
Facebookcontentandadvertisingshouldbedirectedprimarilytowardwomen.
Thenavigationbarforthistool(atthetop)providesevenmorerevealinginformation,such
as:
PagesPageslikedlikedandandfollowedfollowed(Page(PageLikes).Likes).
GeographicalGeographicallocationlocation(Location).(Location).
Activity,Activity,i.e.,i.e.,comments,comments,likes,likes,etc.etc.(Activity).(Activity).
HouseholdHouseholddatadata(Household).(Household).
PurchasePurchasebehaviorbehavior(Purchase).(Purchase).
Dataregardinghouseholdandpurchasebehaviorisprovidedbythird-partycompanies
(notFacebookitself),andcurrentlyonlyworksforsearcheswithintheUSA.

38. Takeatleast30minutestogetfamiliarwiththistool;itisimmenselypowerfulforgaining
dataandinsightsaboutyoursectorwhichyourcompetitorsprobablydon’tyetknow.
15.Discovervaluableinsightsbysurveyingyourclients
Surprisinglyfewsmallbusinessesconductsurveys,althoughtheyareprobablythemost
valuablestrategyforobtaininginformationaboutyouridealclients.
Surveyscanberunforpeoplewhoaresignedupforyournewsletterorarefansofyour
FacebookPage.Iwouldcreateaseparatesurveyforcustomerswhohavepurchaseda
productorservicefromyou.
HerearesomequestionsyoushouldaskyourFacebookfans:
WhatWhatkindkindofofFacebookFacebookcontentcontentwouldwouldtheytheymostmostlikelikeyouryourcompanycompanytotoprovide?provide?
DoDotheytheyhavehaveanyanyspecificspecificquestionsquestionsrelatedrelatedtotoyouryourproductproductororservice?service?
WhatWhatotherotherFacebookFacebookPagesPagesororwebsiteswebsitesdodotheytheyfollowfollowandandwhy?why?
Herearesomequestionsyoushouldaskyourbuyers:
WhatWhatdiddidtheytheylikelikemostmostaboutaboutyouryourproductproductororservice?service?
WhatWhatdiddidtheytheydislikedislikeaboutaboutyouryourproductproductororservice?service?
WhatWhatotherotherproductsproductswouldwouldtheytheylikeliketotobuy?buy?
Eachcompanyshouldrunthesekindsofsurveysatleastonceperfiscalquarter.Twotools
youcanconsiderforconductingsuchaserviceinclude:SurveyMonkey®‎
www.surveymonkey.com(paid)andGoogleFormswww.google.com/forms(free).
Strategiesrelatedtocompetitorandindustryanalysis
16.GetthelatestFacebookdataonyourindustryfrom
SocialBakers
SocialBakersisasocialmediaanalyticsandpublishingcompanythatprovidesdataand
analyticsonhowFacebookisusedindifferentindustriesandregions.Mostofthereports
arefree-youarejustpromptedtosignupforafreeaccount.
IndustryReports

39. SocialBakersindustryreportsrevealsomekeyinformation,suchas:Facebookmarketing
benchmarks,topFacebookposts,andthefastestgrowingFacebookbrandsineachindustry.
Everybusinessownershouldspendatleastonehoureachmonthanalyzingthedataand
trendsprovidedinthesereports.Doingsowillenableyoutodiscoverthebrandswiththe
mosteffectiveFacebookmarketing.Thesereportsaretypicallyupdatedonamonthlybasis
andcoveractivityforallglobalbrandsineachparticularindustry.Youcanfindthe
SocialBakersindustryreportsat:www.socialbakers.com/resources/reports/industry.
Figure2.4:ScreenshotofSocialBakersindustryreportoffood&beveragesindustry.
CountryStatistics
Inadditiontoindustryreports,SocialBakersalsoprovidesinformationrelatedtobrand
marketing,andwhichonesareproducingthemosteffectiveFacebookengagementand
reach.Ifindthisinformationremarkableasitallowsyoutofindsuccessfulmodelswhich
canbetrackedtohelpadaptandimproveyourowncontent.
SocialBakerscountrystatisticscanbefoundat:
www.socialbakers.com/statistics/facebook/pages/total/brands.
17.UseLikealyzertodiscovercompaniesthatdominate
Facebookmarketing

40. Likealyzerisoneofthemosteffectivefreetoolsforanalyzingthecompetition.Foundat
www.likealyzer.com,thisprogramenablesyoutoseehowyoureffortsrankagainstothers’
withinyourindustry.SimplyenteryourFacebookPageURLwithinthesearchfieldand
click"enter.”Thistoolwillprovideyouwithalistofrecommendationsonhowtoimprove
yourPage,alongwithotherusefuldata,throughanalysisandrankingofeveryFacebook
Page.ThistoolalsoprovidesararelistingofsomeofthebestperformingFacebookPages,
sortedbybothcountryandindustry.
Let'ssayyouhaveaclothingcompanyinCanadaandwanttoobtaininsightsastohow
othercompaniesinyourindustryuseFacebook.Gotowww.likealyzer.com/statistics,and
select“clothing”asthecategoryand“Canada”asthesubjectcountry.Likealyzewillprovide
alistofthemosteffectiveFacebookPageswithinthatindustryandregion-whichyoucan
thenvisitandanalyze.
Figure2.5:ScreenshotofLikealyzerstatisticsforclothingcompaniesinCanada
www.likealyzer.com/statistics/facebook/likes/category/Clothing/country/Canada.
Irecommendspendingatleast30minutesanalyzingthebestcompaniesinyoursector,
visitingtheirFacebookPagesanddocumentingthefollowing:
WhatWhatkindkindofoftexttextdodotheytheyuse?use?
WhatWhatkindkindofofphotosphotosdodotheytheypost?post?

41. WhatWhatkindkindofofvideosvideosdodotheytheycreatecreateandandshare?share?
WhatWhatotherotherstrategiesstrategiesdodotheytheyuseusethatthatyouyouyourselfyourselffindfindinteresting?interesting?
Dothesameresearchacrossafewothersectorsorcountriesaswelltogainadditional
creativeideasforyourownFacebookcontent.
18.Findcontent,newsstories,andinfluencebyusing
Buzzsumo
Interestedinquicklyfindingthelatestnewsstories,compellingcontent,andpeoplewith
influenceinyoursector?Buzzsumo,whichcanbefoundatwww.buzzsumo.com,isan
excellentresearchtoolthatallowsyoutofindtoptrendingviralcontent.
Findtopicsforarticlespeoplewanttoreadandsharewith
theirfriends
YoucantypeanykeywordonBuzzsumoandgetalistofthetopsharedorcommentedon
articles,blogs,ormediacontent.Youcanalsofiltertheresultsbydaterange,location,or
language,aswellasbythesocialmediaplatformused.Thescreenshotimagebelowshows
thetopresultsforasearchoftheterm“ItalianFood.”
Figure2.6:ResultsforthesearchtermItalianfoodonBuzzsumo.com.
Informationlikethisisextremelyvaluableforfindingcontentideasandnewsstories
withinyoursector.YoucansharethesestoriesonyourFacebookPage,orcreateyourown
contentbasedonthem.

42. Findoutthemostpopularcontentonyourcompetitors’
websites.
BuzzsumoalsoallowsyoutosearchspecificURLlinks(i.e.,yourcompetitors’websites)to
findwhatcontentismostsharedbythemonsocialmedia.Performthisresearchforatleast
fiveofyourcompetitors’websitesandyouwillquicklylearnwhatcontentyourtarget
audiencemostwantstosee.
Buzzsumo’sfreeversionislimitedtoafewsearchesperday.Thepaidproversionallows
forunlimitedsearchesandoffersextrafeatures.
19.ObtainvaluableclientinsightswithGoogleTrends
GoogleTrendsisaleadingresearchtoolformanyonlinemarketers,trackingallGoogle
webkeywordsearchesbyregionalinterest.Inotherwords,analyticsareprovidedfor
whichareasmostsearchforaspecifictermorphrase.Forexample,using“mountainbike”
astherelevantsearchterm,GoogleTrendsprovidesthebelowbreakdownoflocation
interest:
Figure2.7:GoogleTrendsresultsforthekeyword“MountainBike”.
Intheabovesearch,GoogleTrendsshowsthattheterm“mountainbike”was
predominantlysearchedbypeopleinthewesternUnitedStates,rankingColorado,Utah,
Montana,andWyomingasthetopfour.ThistypeofinformationiscrucialforFacebook
marketing,allowingPageownerstocreatebetter-targetedFacebookadvertising
campaigns,andtoobtainoverallbetterinformationabouttheiridealclients.
GoogleTrendsisafreetoolandcanbefoundatwww.google.com/trends
20.Discoverkeywordsyourclientssearchonline

43. Keywordresearchisanactivityrelatedtosearchengineoptimization(SEO)forwebsites,
butrevealsinterestingdataforFacebookPageownersaswell.Thistypeofanalysistracks
phrasesthatpeoplemostsearchonGoogleandothersearchengines.WordTracker,oneof
themostrespectedkeywordtools,providesalistoftermsyouridealclientissearching.
SupposeyouarearealestateagentinLondon.Simplygotowww.wordtracker.comand
type“Londonproperty.”Theresultisalistofkeywordsmostfrequentlysearchedonline
withthattopic.Thoughpredominantlyusedforsearchengineoptimization,thesamecan
beusefulinoptimizingFacebookPagecontent.Findtermsmostsearched,incorporate
themintoyourowncontent,andattractmorevisitorsthroughsearchresults.
Figure2.8:Keywordliston“Londonproperty”providedbyWordTracker.com
THREESUGGESTEDACTIONSTEPSFROMCHAPTER2:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
CreateCreateyouryourbasicbasiccustomercustomeravataravatarfollowingfollowingthetherecommendationsrecommendationsininstrategystrategy
11.11.TryTrytotoaddaddsomesomemoremorespecificspecificinformationinformationlikelikemotivationmotivationtotobuybuyoror
emotionalemotionalneedneedrelatedrelatedtotothetheproblem.problem.
ConductConductsomesomebasicbasicresearchresearchononFacebookFacebookbybyvisitingvisitingthetheBusinessBusinessPagesPagesofof
youryourcompetitorscompetitorsandandanalyzinganalyzingthethepointspointsmentionedmentionedininstrategystrategy12.12.

44. SetSetasideasideenoughenoughtimetimetotovisitvisitthethestatisticsstatisticsononSocialBakers.comSocialBakers.comandandalsoalso
analyzeanalyzethethecompaniescompaniesininyouryoursectorsectorusingusingLikealyzerLikealyzer(strategy(strategy13).13).

45. CHAPTER3

46. FacebookPersonalProfileStrategies
ThefollowingChapterprovideskeystrategiestohelpoptimizeprofessionalbrandingand
networkingthroughtheuseofapersonalFacebookprofile.Althoughnotanexhaustivelist,
thetipsandtacticsdiscussedherearesomeofthemostvaluableonwhichtofocusyour
effortsatthisstage(including,butnotlimitedto,variousprivacyandsecuritysettings).For
areviewofbusinessFacebookprofiles,refertoChapterfourofthisbook.
21.Getclearonhowyourpersonalprofilecansupportyour
businessobjectives
MostpeopleusetheirFacebookprofileonlytoconnectwithfamilyandfriends,not
realizingthatFacebookoffersnumerousbusinessapplicationsaswell.So,beforeapplying
thespecificstrategiessharedinthisChapterit’sworthittofirstgetclarityonhowtheuse
ofaFacebookprofilecansupportyourbusinessobjectives.Formostbusiness
professionals,thegreatestbenefitisnetworking-withbothvaluablenewbusiness
contactsaswellascurrentconnections-throughsharinginterestingpictures,videos,and
articlesthatcanfurtherenhancetheirbrand.
Tosummarize,sometypicalbenefitsofcorrectlyusingapersonalFacebookprofilefor
professionalaimsinclude:
ImprovedImprovedprofessionalprofessionalnetwork.network.
ImprovedImprovedreputationreputationamongamongotherotherprofessionalsprofessionalsininyouryoursector.sector.
OpportunityOpportunitytotosharesharevaluablevaluableinformationinformationrelatedrelatedtotoyouryourcompanycompanyandand
products.products.
Startsettingasidesometimetothinkoveryourbusinessobjectives,andthespecific
aspectsyou’dlikeyourFacebookprofileactivitytosupport.
22.Keepyourprofileup-to-date
ToolslikeFacebookareonlyasgoodastheinformationyouprovide.Trytokeepyour
Facebookprofileinformationcurrent,withalloftherelevantinformationyouwantpeople
tofindoutaboutyou.IfyouuseyourFacebookprofileforbothpersonalreasonsand
businessnetworking,itisbesttoavoidsharingtoomuchpersonaldata,suchaswhoyour
familymembersareorwhereyoulive.
Manyemployershavegottenintothehabitofinvestigatingcandidates’Facebookprofiles.
Whetheryou’reinthemarketfornewworkorjustexpandingyournetwork,youshouldbe

47. sharingcorrectandupdatedprofessionalinformation(includingpastexperienceand
skills).Yourpersonalpagecanalsosharecontactdetailsandlinkstoyourprofessional
websiteandothersocialnetworks,alongwithashortintroductionaboutwhoyouareasa
businessprofessional.
Facebookpagesaretrackedbyusername,soyoumaywishtorevisethedefaulthyperlink
assignedtoyourname.Youcandosobyvisitingwww.facebook.com/usernameand
selectingapreferredalternative.
23.Optimizeyourprivacysettings
Asabasicmatter,everyFacebookusershouldreviewandupdatehisorherprivacy
settings,foundat:www.facebook.com/settings.Theseshouldbecustomizedtoyour
personalpreferences,includingwhatotherFacebookusershaveaccesstoseeing.Currently,
Facebookallowsconfigurationofthreedifferentsections:
WhoWhocancanseeseemymystuff?stuff?
WhoWhocancancontactcontactme?me?
WhoWhocancanlooklookmemeup?up?
Ascreenshotimageofthispageisprovidedbelow.
Figure3.1:AscreenshotimageofFacebook’sprivacysettingsandtools.
Ifasabusinessprofessionalyouwanttomaximizepromotionofapersonalbrand,the
broadestcategoryistoalloweveryonetoseeeverypost(foundinthe“whocanseemy
stuff”section)andtoallowsearchenginestogeneratelinkstotheprofile(inthe“whocan

48. lookmeup”section).Aspreviouslystated,ifyoudoprovidesuchbroadaccess,forsafety
reasonsyoushouldbesuretoreviewandrestrictthepersonalinformationprovidedon
yourpage(i.e.,homeaddress).Tothecontrary,privacysettingscanalsobeoptimizedmore
openlyforthosewhoconnectprimarilywithpersonalandfamilymembers.
It’simportanttonotethatFacebookfrequentlyupdatesandrevisesthesite’sprivacyterms
andsettings.Itwouldthereforebeadvisablethatyouvisitthesesectionseverymonthto
confirmthatallsettingsareconfiguredaccordingtoyourpreferences.
24.OptimizeyourFacebooksecuritysettings
Hacking–thethreatofsomeoneaccessingyourprivateFacebookaccount.Today,the
threatisalltoorealandprovidesmanypersonalsecurityconcerns.Luckily,Facebookhas
createdanadditionalsecuritysettingtofurtherprotecttheuser’sprivateaccesstohisor
heraccount–intheformofpersonalizedsecuritycodes.
Whenauserhasasecuritycodeonfile,Facebookwillverifythelocationfromwhereyour
accountisaccessed.Ifanewandunknownlocationisused,anotificationtothateffectis
generatedandissenttotheemailaccountonfilecorrespondingtothatsecuritycode.Ifit
isinfactyou,yousimplyprovidethecodeandauthorizethelocation.Ifitisnotyou,then
theunknownusercannotgoanyfurther.
Ascreenshotimageofthispageisprovidedbelow.
Figure3.2:ScreenshotimageofFacebook’ssecuritysettings.
Theprimarysecurityfeatureshavebeenoutlinedabove.Ultimately,itisyourchoicehow
littleorhowmuchpublicaccessyouwanttocreate.However,Iwouldrecommend
everyonetouseatleastthefirstthreesecuritysettings:loginalerts,loginapprovalsand
codegenerator.

49. Finally,Inotetheimportanceofnewpasswords.Securityfeaturessuchastheabove
protectoneaspectofyourprivacy,butperiodicallyrenewingyourpasswordalways
providesanother.Keeparecordofyourchange(butdonotsaveitinyouremailinbox),
andalwayslog-outofFacebookwhenusingapubliccomputer.
25.Designaneffectiveprofilecoverimage
OneofthefirstthingspeopleseewhenvisitingaFacebookprofileisthecoverimage.Most
businessprofessionalsfocusoncreatingaprofessionalcoverimageforthebusinesspage,
butneglectdoingthesameforapersonalprofile.
Herearesometipstofollowwhendesigningthecoverimageforyourprofile.
UseUsethethecorrectcorrectimageimagesize:size:851851xx315315pixels.pixels.
AAcollagecollageofofseveralseveralimagesimagesmaymaybebeused,used,butbuttrytrytotocreatecreateaafocusfocusononyourselfyourselfforfor
visualvisualconnectionconnectionbybythetheuser.user.
KeepKeepititcleancleanandandtotothethepoint,point,limitinglimitingthetheamountamountofoftext.text.
YouYoumaymaywishwishtotouseuseaatool,tool,suchsuchasasCanva,Canva,totoquicklyquicklycreatecreateaaprofessionalprofessional
profileprofileimageimage(this(thisexampleexampleofofananonlineonlinetooltoolalsoalsooffersoffersfreefreetemplatestemplatesyouyoucancan
use,use,whichwhichcancanbebefoundfoundat:at:www.canva.com/create/facebook-coverswww.canva.com/create/facebook-covers).).
Trytomakeacoverimagewhichisrelatedtoyourworkbutstillpersonalatthesametime.
Forexample,ifyouareapublicspeaker,youcancreateanimageincludingseveralpictures
ofyourspeakingengagementsandwithashortcalltoactionindicatinghowpeoplecan
contactyou.Youcanalsochangethecoverimagethroughouttheyear,andmaywishto
takeadvantageofacertainholidayorseasonaltheme.
26.UsetheFacebookmobileapplications
Facebookoffersseveralmobileapplications(bothoniPhoneandAndroid),whichallow
youtouseFacebookmoreeffectivelyonamobiledevice.Followingarethethreesuchmost
importanttools:
FacebookFacebookmobilemobileapplication:application:ThisThisenablesenablesyouyoutotododoallallofofthethebasicbasicFacebookFacebook
functions,functions,i.e.,i.e.,addaddfriends,friends,andandsharesharepictures,pictures,videos,videos,andandupdates.updates.
FacebookFacebookmessengermessengerapplication:application:TheTheMessengerMessengerappappletsletsyouyouquicklyquicklysendsend
andandreceivereceivemessagesmessagesfromfromFacebookFacebookfriends.friends.Additionally,Additionally,thisthisappappallowsallowsyouyou
totomakemakefreefreevideovideocallscallsororleaveleavevoicevoicemessagesmessagesforforpeoplepeoplewhowhohavehavealsoalso
installedinstalledthetheapplication.application.ThisThismethodmethodofofmessagingmessagingcancanvastlyvastlyimproveimprovethethe
qualityqualityofofyouryourcommunication,communication,withwithaudioaudioandandvideovideoformatsformatsmoremorequicklyquickly
buildingbuildingtrusttrustandandcredibilitycredibilityoveroverbasicbasictext.text.YourYourpreviouspreviouscorrespondencescorrespondences

50. cancanalsoalsobebesaved,saved,allowingallowingyouyoutotorevisitrevisitpastpastinteractionsinteractionswithwithyouryourclientsclientsandand
totoconfirmconfirmdetailsdetailsmentionedmentionedininearlierearliermessages.messages.
FacebookFacebookgroupgroupapplication:application:IfIfyouyouarearemembermemberofofFacebookFacebookGroups,Groups,thisthis
applicationapplicationenablesenablesyouyoutotointeractinteractwithwiththemthemallallandandtotoremainremainactiveactivewhilewhileonon
thethego.go.TheThefunctionalityfunctionalityofofthisthisprogramprogramisismoremoreeffectiveeffectivethanthanthethedefaultdefault
FacebookFacebookapp.app.
Rememberalwaystoupdateyourappstothelatestversions.TheaboveFacebookmobile
applicationsandotherscanbefoundat:www.facebook.com/mobile.
27.GetfollowersandfollowinterestingpeopleonFacebook
Facebookhascreatedalimitonthenumberoffriendsperuser(5,000),afterwhichno
morenewrequestsmaybeaccepted.However,afewyearsback,Facebookintroduceda
new“Follow”feature,whichallowsyoutofollowpeople’spostswithoutactuallybeing
their“friend.”Thisadditionhasprovenhighlyusefulforcelebritiesandpublicfigures,and
worksjustaswellforthegeneralpublic–includingthosewhowanttogrowalarge
followingonFacebookfortheirpersonalprofile.
RobertScoble,awell-knowntechbloggerandearlyadopterofthisfeature,hasnotably
collectedmorethan670,000followersofhispersonalFacebookprofile
(www.facebook.com/RobertScoble).Heregularlysharesinterestingnewsandupdates
relatedtotechnology,whichpeoplehavebeenabletofollowandstayupdatedonwithout
actually“friending”thisman.Thisisagreatexampleofhowpowerfultheabove-mentioned
featurecantrulybeforyourownneedsandgoals.
Tofollowsomeone,searchtheirnameandvisittheirprofile,thenclickon“follow.”You
shouldimmediatelystarttoseetheirpostsonyourNewsFeed.Youcanvisitalistof
suggestionstofollowat:www.facebook.com/follow/suggestions.
Togetpeopletofollowyou,visitwww.facebook.com/settingsandandclick“followers”in
theleftcolumn.Here,youcanconfigureallofthesettingsrelatedtofollowersaswellas
addabuttonlinkonyourwebsitewhichallowspeopletofollowyou.
Settingsrelatedtofollowerscanbefoundat:www.facebook.com/settings.Youcanalso
learnmoreabouttheFacebookFollowfeaturehereatwww.facebook.com/about/follow.

51. Figure3.3:ScreenshotofFacebook’sFollowersettings.
28.ShareyourarticlesusingFacebookNotes
Haveyouwrittenaninterestingarticlethatyou’dliketosharewithFacebookfriendsand
followers?Inadditiontophotos,videos,andshorttextmessagesonyourFacebookprofile,
theupdatedFacebookNotesfeatureallowsyoualsotoaddarticles.Notescanbeusedfor
bothpersonalprofilesandbusinessFacebookpages.
ToseehowtheFacebookNotesfeatureworks,visitwww.facebook.com/notesandobserve
NotesalreadycreatedbyyourFacebookfriendsorpeopleyoufollow.Atthetopofthe
samepageyoucancreateyourownNote,seeNotesyouhavepreviouslywritten,orreview
andedityourdrafts.
Figure3.4:YoucancreateaNotebyvisitingwww.facebook.com/notesandclickingonWrite
anote.
BeforepublishingaNote,plananddefineitsobjective.Isthereanycalltoactionyouwant
togivetopeople?Perhapsyouhaveaspecificagendaorgoalwiththatparticularpost?
Avoidbeingoverlypromotionalofyourproduct.Instead,trytoprovideusefulinformation
toyourreaders,withgreatvisuals,andinamannerthat’seasytoread.Attheendofthe
articleyoucanthensendpeopletoyourblogpostorwebsitewhichoffersthepromotional
information.
Mostofyourreadersarebusypeople,likelyviewingyourNotesfromamobiledevice.
Therefore,trytoenhancetheirreadingexperiencebyofferingshortparagraphsorbullet
points.YoumayevenwishtostartandendyourNotewithanengagingquestionto
encourageengagedreading.

52. ThefollowingexampleisaNotesharedbytechnologyinvestorLoicLeMeur:
Figure3.5:ExampleofaNote
Asyoucanseefromtheexample,thecoverimageisquiteprominentlydisplayed(1200
pixelswideby445pixelshigh).Selectyourswisely.
29.TakeadvantageofFacebookLiveVideo
Facebookvideoisarelativelynewcontentformat,andisalreadygeneratingsomeofthe
greatestengagementonFacebook.Comingsoonin2016,Facebookwillalsobeofferinga
livevideofeature(calledFacebookMentions)formostprofilesandbusinesspages.Mobile
livevideostreamingapplications,likePeriscopeandMeetkat,havebeengrowingquickly
andsoFacebookwillbeofferingthesameopportunitytokeeppace.
StrategiccommunicationsconsultantScottMontyconductsalivevideoconferenceevery
Sundaysharingnewsofthecommunicationsandmarketingindustry.Scott’sfollowerscan
viewthevideoandinteractlive,andalsoseetherecordinglateronScott’sFacebookprofile.
ThisisaproperexampleoftakingadvantageofthenewFacebookfeatureandsharing
valuablecontentonapersonalFacebookprofile.

53. Figure3.6:ScreenshotoflivevideostreamingbyScottMonty.
HereareafewtipsfromScottMonty,whichmighthelpyoutostartyourlivestreamingon
Facebook.
EXPERTEXPERTOPINIONOPINION––ScottScottMontyMonty
“FacebookMentionsmakeslivevideopossibleforPages,andwhilelivevideoispowerful,absenta
strategyitcanbeadangerousthing.It'squitesimpleforanyone(oranybrand)topopopenthe
appandstartstreaming.Butbeforedoingso,brandsshouldhaveanideaofwhattheyhopeto
achieve:awareness,communitybuilding,customerservice,orsomethingelse.
Examplesofhowthesestrategiesmightbebroughttolifeinclude:givingexclusiveinformationto
followers,suchasabehind-the-scenestour;makingexecutivesavailableforaninterviewandQ&A-
styleinteraction;livecustomerservicehours;aproductreveal.
Thelivestreamneednotbeaperfecthigh-productionvideo,butitdoesneedtobebetterthan
amateurhour.Ashakycamerawilllessenyourcredibilityandpooraudiowillmakeitdifficultfor
peopletofollowalong.Justbeawareoftheminimumrequirementsforlivevideoandbesureyou're
covered.Withthisandasolidstrategy,youshouldbeofftoagreatstarttobuildingstronger
relationshipswithyourcustomers.”
ScottScottMonty,Monty,
StrategicStrategicCommunicationsCommunicationsConsultantConsultant
www.scottmonty.comwww.scottmonty.com

54. 30.UnderstandtheimportanceofthenewFacebook
ReactionEmojis
Facebookhaslongbeenusingthe“Like”buttonthathelpsuserstoquicklyindicatewhich
contenttheylike.Atthetimeofwritingthisbooktheyareintroducingnewemojis,also
calledFacebookReactions.Thesearepictorialrepresentationsoffacialexpressions,giving
Facebookuserstheabilitytoquicklyshowtheiremotions,forexampleangerorsympathy,
relatedtoanycontenttheysee.Facebookisimplementingtheseemojisnow,asmost
Facebookusersaccessthesocialnetworkfromtheirmobilephonesandemojisserveasa
quickwaytoexpresstheiremotionswithouttheneedtowritesomething.
YouwillfindawaytoshowyourreactiontojustaboutallFacebookcontentbyselecting
oneofthesesixsentimentsasshownintheimagebelow:Like,Love,Haha,Wow,Sadand
Angry.
Figure3.7:ThesixdifferentreactionemojisonFacebook:Like,Love,Haha,Wow,Sadand
Angry.
ThischangeissignificantandwillhelpFacebooktobetterunderstandtheemotionspeople
hadtowardanygivenpicture,videoorstatusupdate.ThiswillprovideFacebookwiththe
abilitytoimprovetheiralgorithmandoffermorepersonalizedcontentonusers’News
Feeds.
ForcompanieswhohaveFacebookBusinessPages,newFacebookReactionswillprovide
anopportunitytoobtainbetterfeedbackfromtheiridealclientsastowhattypeofcontent
theyprefertosee.
Inthefuture,Facebookadvertiserswillneedtocarefullyfollowtheirads,as,forexample,
anadwithtoomanyangryfacesmightindicatethatyouaretargetingthewrongaudience
withyourad,andFacebookmightlimitshowingit.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER3:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.

55. WriteWritedowndownwhatwhatyouyouwantwanttotoachieveachievewithwithyouryourpersonalpersonalFacebookFacebookprofileprofileandand
howhowititcouldcouldsupportsupportyouryourbusinessbusinessobjectives.objectives.
SpendSpendatatleastleast2020––3030minutesminutesvisitingvisitingyouryourFacebookFacebookprivacyprivacysettingssettingsandand
FacebookFacebooksecuritysecuritysettingssettingsandandconfiguringconfiguringthemthemcorrectlycorrectly(strategies(strategies2323andand
24).24).
GetGetfamiliarfamiliarwithwithFacebookFacebookReactionsReactionsandandstartstarttotouseusedifferentdifferentemojisemojiswhenwhenyouyou
wantwanttotoexpressexpressyouryouropinionopinionororemotionemotiontotodifferentdifferentcontentcontentyouyouseeseeonon
Facebook.Facebook.

56. CHAPTER4

57. FacebookBusinessPageStrategies
MostsmallandmediumsizedbusinessesneedaFacebookPageformarketingandbrand
presence.However,manysuchbusinesses,whichalreadyutilizethisservice,struggletodo
soproperly,failingtousetherightstrategiesforobtainingtheresultstobestsupportthe
company'sbusinessobjectives.TheorganicreachofaFacebookPageisdiminishingthese
days,duelargelyinparttogreatercompetitionandoversaturationoftheNewsFeed;your
FacebookPagepostsarebeingseeingbylesspeople,requiringgreaterstrategiceffortto
compensate.
Recently,Facebookpaidadvertisinghasbecomemorepopulartoexpandthemarketing
reach(coveredinthenextChapterofthisbook).InthisChapter,youwilllearnsimpleyet
powerfulstrategies,whichmaybeimplementedpriortopayingforsuchadvertising–
tacticscurrentlyknownandutilizedbyonlyafewcompanies–whichmaybeappliedto
gaingreaterengagementandbetterresultsfromFacebookbusinessPages.
31.Understandit’snotaboutyou,it’saboutthem
It’snotuncommontoseeFacebookbusinessPageswithalotofcontent,butminimal
audiencecomments,likes,orshares.Pagessuchasthesehavenearlyzeroimpactona
business’smarketing,andareoftenactuallyawasteofthecompany’stimeinmaintaining.
ToeffectivelymarketyourFacebookPagewiththeseservices,youneedtopostcontent
whichisinterestingfromyouraudience’spointofview,notyours.Inotherwords,it’sall
aboutwhatyourPagefollowerswanttohear,notaboutwhatyouwanttosay.
Herearefewexamplestobetterillustratethispoint:
InsteadInsteadofofgivinggivingaacallcalltotoactionactiontotobuybuysomething,something,itit’’ssbetterbettertotosaysaysomethingsomething
like,like,““WouldWouldyouyoulikeliketototesttestthis?this?””
InsteadInsteadofofusingusingthethewordword““wewe””(as(asaacompany),company),useusethethewordword““youyou””(referring(referringtoto
thethefollower).follower).
InsteadInsteadofoftalkingtalkingaboutaboutwhatwhatisishappeninghappeningininyouryourcompany,company,sharesharepostspostsrelatedrelated
totowhatwhatisishappeninghappeningininthetheliveslivesofofyouryourfollowers.followers.ForForexample,example,duringduring
ChristmasChristmastimetimeyouyoucancansharesharepostspostsaboutaboutthetheholidays;holidays;duringduringsummersummerholidays,holidays,
youyoucancansharesharepostspostsaboutaboutthosethoseevents.events.
Togetyourselfstarted,createalistof10differentpostsyoucanmakeusingtheabove
points.Youwillquicklyseethattherearemanycreativewaysinwhichyoucanutilizethe
newfocusinreachingyouraudience.

58. Inaddition,youmayconsiderpostingasurveytodirectlyaskyourcustomerswhatkindof
contenttheymightliketoseeonyourFacebookpage.
32.TakeadvantageofFacebook’smobiledirection
AccordingtothelatestNielsenstatisticsforthetopsmartphoneapplicationsof2015,
Facebook,YouTube,andtheFacebookMessengerappwereamongthemostcommonly
used.FacebookMessengerhad31%growthover2014,andFacebook'sappsgenerated
moreuserengagementthanGoogle's.Thisstatisticisquitesignificant,essentially
illustratingthatFacebookdominatesthemobileappmarket.
SmartbusinessownersarealreadyoptimizingalltheirFacebookcontentformobile
devices.Mostbusinesses,however,arefarbehindinthismarket,stillbelievingthatmostof
theircustomersvisitFacebookonlyondesktopcomputers.
ThefollowingtipswillhelpyoutostartoptimizingyourFacebookcontentformobile
devices:
MakeMakethethetexttextononyouryourpostposteasyeasytotoreadreadbybyusingusingshortshortparagraphsparagraphsandand
questions.questions.
MakeMakesuresurephotos,photos,promotionspromotionsandandotherothertexttextareareallallbeingbeingseenseencorrectlycorrectlyononaa
mobilemobiledevice.device.
WhenWhencreatingcreatingvideos,videos,makemakethemthemshortshortandandmobile-friendly.mobile-friendly.
CreateCreateaaQR-codeQR-codetotoenableenablecustomerscustomerstotoquicklyquicklyfollowfollowyouryourFacebookFacebookPagePage
fromfromtheirtheirmobilemobiledevices.devices.
VisitotherFacebookPagesforbusinessesinyoursectorandanalyzehowwelltheirposts
andcontentarebeingviewedfromyourmobiledevice.
DownloadDownloadthethelatestlatestversionversionofofthethe““FacebookFacebookPagesPagesManagerManager””app,app,whichwhichallowsallowsyouyoutoto
quicklyquicklyandandeasilyeasilypostpostphotosphotosandandupdates,updates,viewviewandandrespondrespondtotomessages,messages,andandviewviewPagePage
insights.insights.

59. Figure4.1:ScreenshotfromFacebookPagesManagerapplication.
IfoneofyouremployeesmanagesoruploadscontenttoyourFacebookpage,havethem
downloadthisapplicationanduseit.Doingsowillhelptosavetimeandtopostcontent
moreeffectively.
33.Avoidthemistakesyourcompetitorsaremaking
Imaginehowpowerfulitwouldbetoseethemistakesyourcompetitorsorother
companiesinyourindustryaremaking.Well,thankstoavarietyoftoolsnowavailablefor
download,thatisnowpossible.Followbelow,andseehowtocreatepowerfulFacebook
contentplansandquicklyachievegreatresults.
Here’showthisworksinpractice,usingthefreeonlinetoolatwww.Likealyzer.com:
LetLet’’sssupposesupposeyouryourbusinessbusinessisisananItalianItalianrestaurantrestaurantininNewNewYork,York,andandyouyouwantwant
totolearnlearnfromfromyouryourcompetitorscompetitors’’mistakes.mistakes.
AfterAfterdoingdoingsomesomeresearch,research,youyoufindfindthetheFacebookFacebookPagesPagesforforthreethreelocallocal
competitors.competitors.
Next,Next,youyougogototowww.likealyzer.comwww.likealyzer.comandandtypetypeininthetheFacebookFacebookURLURLofofeacheach
competitorcompetitorpage,page,andandthenthenclickclick““enterenter””totostartstartthetheanalysis.analysis.

60. Likealyzer.comLikealyzer.comwillwillprovideprovideaaspecificspecificlistlistofofactionsactionsthatthatcouldcouldimproveimproveeacheach
FacebookFacebookPagePage––actionsactionswhichwhichyouyoucancantaketakeyourselfyourselftotoimproveimproveyouryourownown
restaurantrestaurant’’ssFacebookFacebookPage.Page.
ThefollowingimageshowstherecommendationsLikealyzergivesonhowtoimprovethe
Page.
Figure4.2:ScreenshotoftherecommendationsprovidedbytheLikealizer.comtool.
IIrecommendrecommendprintingprintingoutoutthesetheseresultsresultsandandrecommendations,recommendations,visitingvisitingandand
analyzinganalyzingthethecompetitorscompetitors’’FacebookFacebookpages,pages,andandthenthenimprovingimprovinguponuponyouryourownown
FacebookFacebookPagePageplanplanutilizingutilizingthethesitesite’’ssrecommendations.recommendations.
ToTogetgetmoremorecreativecreativeideas,ideas,youyoucancandodothethesamesameanalysisanalysisforforFacebookFacebookPagesPages
fromfromotherotherindustriesindustriesandandseeseewhatwhatkindskindsofoftexttextandandcontentcontenttheytheyuse.use.
34.ImprovetheengagementofyourPage
EngagementisthemostimportantkeywordforFacebookPageadministrators,andit’s
somethingbusinessesneedtofocusonmore.
HereisalistofbasicstrategiestoimprovetheengagementofyourFacebookPage:
StartStartyouryourFacebookFacebookpostpostwithwithaaquestion.question.IfIfyouyouarearepostingpostingaapicture,picture,youyoucancan
embedembedthethequestionquestionininthetheimage.image.ThisThishelpshelpspeoplepeopleviewingviewingyouryourpostpostononmobilemobile
devicesdevicestotoseeseethethequestionsquestionsbetter.better.
IfIfyouyoushareshareaalengthylengthypost,post,useuseaaquestionquestionatatthetheendendasaswell.well.
AskAskforforyouryourfollowersfollowers’’opinionsopinionsbybyposingposingtwotwooptionsoptionsandandaskingaskingwhichwhichoneone
theytheylikelikebetter.better.
AnswerAnswereacheachcommentcommentororquestionquestionononyouryourPagePagequickly;quickly;useuseaafriendlyfriendlyandand
spontaneousspontaneoustone.tone.

61. HaveHavefunfunandanduseusehumorhumorininyouryourposts.posts.
PostPoststatementsstatementsthatthatwouldwouldbebehighlyhighlyrelevantrelevantforforyouryourfollowers.followers.ForForexample,example,aa
FacebookFacebookPagePageforfortennistennisplayersplayerscouldcouldpostpostananemotionalemotionalstatementstatementaboutabouthowhow
oneonefeelsfeelsafterafterplayingplayingaaveryverygoodgoodgamegame(normally(normallyitit’’ssrecommendedrecommendedtotouseuseaa
goodgoodimageimageforforthisthiskindkindofofpost).post).ThenThenyouyoucancanaskaskpeoplepeopletotosharesharethethepostpostifif
theytheyagree,agree,orortotocommentcommentififtheytheydisagree.disagree.
PostPostmoremorephotos.photos.
Asidefromtheabove,youmayconsidercreatingmoreprofessionalphotosforyourPage
usingonlinetools,suchaswww.Canva.com.Suchfreeonlinetoolsoftenoffertemplatesyou
canmodifyandchangetofityourneeds.Spendingsometimeandeffortoncreating
beautifulvisualswillsignificantlyincreasethelikelihoodofyourfanssharingandengaging
inyourcontent.
Figure4.3:Canva.comoffersfreetemplatesyoucanuseforFacebookposts.
Afterpostingcontentbyutilizingthesetipsforafewweeks,revisityourFacebookPage’s
insightsandanalyzewhichpostshavehelpedyougainthemostengagements.Learnfrom
thisandcreatemoreofthesekindsofpostsinthefuture.
Ingeneral,constantlytryingtoimprovetheengagementandinteractiononyourPage
needstobeyourkeyfocus.Themoreengagementyoucangenerate,themorereach
Facebookwillgiveyou.

62. 35.Drivelocalsalesusingspecificpromotions
Facebookisbecomingincreasinglymoreimportantforlocalcompanieswhowantto
attractnewlocalclients.Acommonmistakeistoinviteprospectivecustomerstoclickon
yourFacebookPage’s“Like”buttonandexpectthemtoautomaticallybuyyourproducts.
Eachcompanyneedstoconsiderwhatkindsofcompellingofferstheycouldgivetotheir
Facebookfollowers.Thefollowingaresomeexamplesthatlocalcompaniescouldcreatefor
customerswholinkfromFacebook.
RestaurantsRestaurantscouldcouldofferofferaafreefreedesert.desert.
ChiropracticChiropracticprofessionalsprofessionalscouldcouldofferofferaafirstfirstsessionsessionforforfree.free.
CoachingCoachingprofessionalsprofessionalscouldcouldofferofferaafreefreereportreportororfirstfirstsession.session.
AAlawyerlawyercouldcouldofferofferaafreefreeconsultation.consultation.
Typically,Idon'trecommendofferingdiscounts;theymaydecreasetheperceivedvalueof
yourproduct.However,companiesthatofferservicesastheirproductmayofferasmall
testorsample,whichcanactuallyhelptobuildtrustandcredibility.Alargeportionof
prospectivecustomerswhoacceptsuchtestsandsamplesstickaroundandbecomeactual
payingclients.
WhencreatingaspecialofferforyourFacebookfans,it'srecommendedtotrackboththe
numberofcontactsandthenumberofsalesbeinggeneratedviaFacebook.Business
ownersneedtotrackthefollowinginformationinordertogetaclearideaofhoweffective
anyFacebookpromotionactuallyis:
HowHowmanymanycustomerscustomerscallcallyouyouafterafterseeingseeinginformationinformationaboutaboutyouryourspecialspecialofferoffer
(make(makesuresureyouryouremployeesemployeesaskaskthethecustomerscustomerswherewheretheytheyhavehaveseenseenthetheoffer,offer,ifif
youyourunrunititononotherothersocialsocialmediamediasitessitessimultaneously).simultaneously).
HowHowmanymanycustomerscustomerscontactcontactyouyouviaviathethecontactcontactfeaturefeatureononthetheFacebookFacebookPage.Page.
HowHowmanymanycustomerscustomerssendsendyouyouananemail.email.
HowHowmanymanycustomerscustomersvisitvisityouryourbusiness.business.
36.SharevideocontentonyourPage
ThesocialmediaanalyticscompanyQuintlyanalyzedmorethan80millionFacebookposts
betweenJune2014andJune2015.Fromthisstudytheydiscoveredthatvideosgenerate

63. themostengagementsoverothertypesofFacebookcontent,includingphotos,status
updates,andhyperlinks.
Figure4.4:Chart:AverageinteractionsperFacebookposttype.Source:reportbyQuintly.com.
Severalotherstudieshavebeenconductedshowingsimilarresults.Videoisstillanew
formofcontentandoffersadifferentexperienceforFacebookusersthanphotos,links,and
statusupdates.And,in2016,videocontentwillonlygrowfurtherasFacebookoptimizes
ontheseresults.CompaniesusingFacebookforadvertisingandmarketingneedtolearn
howtocreaterelevantandinterestingvideosfortheirPagestokeeppace.
Facebookpaidvideoadvertisingstrategieswillbecoveredinmoredetaillaterinthisbook,
showingspecificstrategiesforcreatingeffectivefreevideopromotionsonFacebook.
Basicvideomarketingtips
ThefollowingarebasicFacebookvideomarketingtipseachcompanyshouldtakeinto
consideration:
MakeMakevideosvideosthatthatgetgettotothethepointpointandandhavehaveaalotlotofofmovementmovementduringduringthethefirstfirst
threethreeseconds.seconds.MostMostpeoplepeopleseeseeyouryourvideovideoonontheirtheirNewsNewsFeed,Feed,andandififthethe
beginningbeginningofofititisisboring,boring,theytheywillwillnotnotlikelylikelystopstoptotowatchwatchit.it.
MakeMakesuresurethetheimagesimagesininyouryourvideovideoarearebig,big,asasmostmostpeoplepeoplewillwillviewviewthemthemononaa
mobilemobiledevice.device.

64. ByBydefault,default,videosvideosononFacebookFacebookarearemuted,muted,sosoyouyoucancanuseuseaacallcalltotoactionactionsuchsuchasas
““TurnTurnononyouryourspeakersspeakers””totoencourageencourageviewersviewerstotoaddaddaudio.audio.
KeepKeepthethevideosvideosshort,short,generallygenerallybetweenbetween1515––6060seconds,seconds,dependingdependingononthethe
content.content.
Asanexample,hereisascreenshotimagefortheFacebookPageforAudicars:
Figure4.5:Audi'sFacebookvideochannelcanbefoundatwww.facebook.com/audi/videos.
TypesofvideosyoushoulduploadtoFacebook
Today’sconsumersaremoredemanding,andhavemoreoptionsavailabletothemthan
everbefore.Videocontenthelpscompaniestobuildtrustandcredibilitywiththeir
prospectivecustomers,andtostandoutwithinthemarketplace.Thefollowingaresome
examplevideoscompaniesoughttocreateandshareontheirFacebookPages:
ShortShortvideovideotutorials:tutorials:YourYouridealidealclientsclientslovelovetotolearnlearnusefulusefulcontentcontentviaviaquickquick
videovideotutorials.tutorials.KeepKeepthesethesevideovideotutorialstutorialsfast-movingfast-movingandandtotothethepoint,point,offeringoffering
aacallcalltotoactionactionatatthetheendendforforthosethosewhowhowantwanttotolearnlearnmore.more.
VideoVideotestimonialstestimonialsandandcase-studycase-studyvideos:videos:FacebookFacebookisisallallaboutaboutpeople,people,andand
whenwhenaaconsumerconsumerfindsfindsaavideovideoofofsomeonesomeonesharingsharingtheirtheirexperienceexperiencewithwithyouryour
productproductororserviceserviceititgreatlygreatlyenhancesenhancestheirtheirbuyingbuyingdecision.decision.
SlideshowSlideshowvideos:videos:TheseThesearearethetheeasiesteasiestformformofofvideosvideosbecausebecauseyouyouonlyonlyneedneed
aafewfewimages.images.AnAneditoreditorprogramprogramcancanthenthencombinecombinethesetheseintointoaaprofessionalprofessional

65. slideshow.slideshow.MyMyfavoritefavoriteiPhoneiPhoneapplicationapplicationforforcreatingcreatingslideshowslideshowvideosvideosisiscalledcalled
““ReplayReplay””andandcancanbebefoundfoundininthetheiOSiOSappappstore.store.
VideoVideopresentationspresentationsofofproducts,products,thethecompany,company,ororemployees:employees:ConsumersConsumers
normallynormallywantwanttotoseeseethethepeoplepeoplewhowhoworkworkininaalocallocalstorestorebeforebeforevisitingvisitinginin
person.person.QuickQuickproductproductandandemployeeemployeepresentations,presentations,ififprofessionallyprofessionallydonedoneandand
withwithminimalminimalself-promotion,self-promotion,workworkwellwellononthetheFacebookFacebookmarket.market.
Surpriseyouraudiencewithcinemagraphs
AccordingtoWikipedia:“Cinemagraphsarestillphotographsinwhichaminorandrepeated
movementoccurs.Cinemagraphs,whicharepublishedineitheranimatedGIFformatoras
video,cangivetheillusionthatthevieweriswatchingavideo.”(source:
www.wikipedia.org/wiki/Cinemagraph).
Theseareanewformofcontentthatofferrefreshingandsurprisingexperiencesfor
Facebookuserswhoareusedtoviewingtraditionalphotosorvideos.Facebooknowallows
thismediatypetobeuploaded,creatingyetanothernewmarketingtoolatyourdisposal
settogrowexponentiallyinthecomingyears.
37.Scheduleyourpostsandsavetime
Timemanagementisoneofthekeyactivitiesforbusybusinessownerswhowanttorun
effectivesocialmediamarketing.Mostbusinessesstruggletopostnewcontentseveral
timesaday,butthecontentpublicationcanbeautomatedusingFacebook'sSchedule
feature.

66. Figure4.6:Facebook’sScheduleoptioncanbefoundbyclickingonthedropdownarrowin
thebluePublishbutton.
Forinstance,onMondaymorningyoucancreateallofthecontentforthewholeweek,and
schedulethematerialtobepostedondaysandattimesyouwant,automatically.
AlthoughFacebookfavorsmanuallypostingoratleastusingitsownSchedulefeature,
thereareseveralexternaltoolswhichperformthesametask.Somecompaniespreferto
usethird-partytools,andsomeofthemosteffectiveoptionsare:www.Bufferapp.com,
www.hootsuite.comandwww.meetedgar.com.
38.Usespecificlanguageandwordsdirectedtoyourideal
customers
YourFacebookfollowersshouldhaveapleasantuserexperiencewhenreadingyourposts.
Thismayinpartbeachievedbyusinglanguagetheycanidentifywith.
Alocalrestaurantshoulduselocalverbiage–wordsandphrasesthatpeoplefromthearea
canrelatewith.Perhapsthisincludesmixinginlocalhumorandanecdotes.Thiskindof
communicationwillprovidememorableexperiencesforyourFacebookfollowers,and
makethemfeelmoreconnectedtoyourbrand.
39.Encourageyourcustomerstoleavereviews,and
positionyourcompanyintheFacebooklocalsearch

67. AccordingAccordingtotoseveralseveralstatistics,statistics,locallocalclientsclientsuseusemobilemobilesearchessearchesininorderordertotofindfindconsumerconsumer
reviewsreviewsandandopinions.opinions.GoogleGoogle’’sslocallocallistings,listings,alsoalsocalledcalledGoogleGoogleMyMyBusiness,Business,alongalongwithwith
Yelp.com,Yelp.com,aasimilarsimilarsearchsearchservice,service,havehavelonglongbeenbeenthethemostmostcrucialcrucialforforrankingrankingbusinessesbusinesses
ininlocallocalsearches.searches.FacebookFacebookis,is,however,however,enteringenteringthethemarketmarketwithwithitsitsownownsuchsuchtooltool––
FacebookFacebookProfessionalProfessionalServicesServices..
InIn2016,2016,FacebookFacebookProfessionalProfessionalServicesServiceswillwilllaunchlaunchtotorankranklocallocalbusinessesbusinessesforforitsitsusersusers
--andandplacingplacingstrongstrongemphasisemphasisononconsumerconsumerreviewsreviewsandandopinions.opinions.CompaniesCompaniesneedneedtoto
encourageencouragetheirtheircustomerscustomerstotoleaveleavecommentscommentsononFacebookFacebooktotoincreaseincreasethethesocialsocialproofproofandand
credibilitycredibilityofofthethebusiness.business.YouYoumightmighthavehaveseenseenforforyourselfyourselfthatthatafteraftervisitingvisitingaalocallocal
businessbusinessononFacebookFacebookyouyouareareencouragedencouragedtotoleaveleaveaareview.review.LocalLocalcompaniescompaniesshouldshouldalsoalso
provideprovidecompletecompleteandandupdatedupdatedinformationinformationonontheirtheirFacebookFacebookPages,Pages,includingincludinghourshoursofof
operation,operation,physicalphysicaladdress,address,andandcontactcontactinformation,information,asasthesetheseareareallallshownshownininthethe
FacebookFacebookProfessionalProfessionalServicesServiceslistings.listings.
Figure:4.7:Atwww.facebook.com/servicesyoucansearchlocalbusinessesonFacebook.
Presently,Presently,FacebookFacebookProfessionalProfessionalServicesServiceshashasnotnotyetyetlaunchedlaunchedininallallcountries.countries.
Regardless,Regardless,andandparticularlyparticularlyasasititbecomesbecomesmoremorewidelywidelyavailable,available,ititwillwillsurelysurelyplayplayanan
importantimportantroleroleforforcompaniescompanieswhowhowantwanttotoeffectivelyeffectivelyuseuseFacebookFacebookforformarketingmarketing––andand
whowhowantwanttotostandstandoutoutagainstagainstcompetitioncompetitionasasconsumersconsumersconsiderconsidertheirtheirbuyingbuyingoptions.options.
40.ImproveyourreachwithspecificNewsFeedtargeting

68. Ifyouhavemorethan5,000fansorlikesonyourFacebookBusinessPage,youcan
configureeachpostsothatitwilltargetacertainaudience.
Whyisthisarecommendedpractice?Targetingacertaindemographicthatismore
interestedinthetopicofyourcontentcanimproveengagementandisquitea
recommendedpracticeforFacebookPageswithalargefollowing.
Youcanalsotargetyourcontentaccordingtothelanguageyourfansspeak.Forexample,
onmyownFacebookPageatwww.facebook.com/LasseVideo(visitthepageandclickon
“Like”ifyouhavenotdoneityet),IhavefanswhospeakEnglishandotherswhospeak
Spanish.Thankstothistargetingoption,Icanofferrelevantcontentforeachofthese
groups.
Totargetyourpost,clickonthetargeticonshowninFigure4.8.
Figure4.8:HowtotargetspecificNewsFeedaudiencewhenposting.
Inthepop-upwindowyouwillseeseveraltargetingoptionslikethoseshowninFigure
4.11:
Interest.Interest.
Age.Age.
Gender.Gender.
Location.Location.
Language.Language.

69. Figure4.9:Facebookposttargetingoptions.
MostFacebookPageadministratorsareunawareofthisoption,andIhighlyrecommend
thatyoubecomefamiliarwithit.EachtimeIhaveusedit,ithasgeneratedbetterresults
thanpostingtoallofmyFacebookfans.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER4:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
DownloadDownloadthethelatestlatestversionversionofofthetheappapp““FacebookFacebookPagesPagesManagerManager””andandgetget
familiarfamiliarwithwithallallthethefunctionalitiesfunctionalitiesitithashasandandhowhowyouyoucancanuseuseitittotosharesharenewnew
contentcontentononyouryourFacebookFacebookPagePage
ReviewReviewthethetipstipsrelatedrelatedtotohowhowtotoincreaseincreasethetheengagementengagementofofyouryourFacebookFacebook
pagepagesharedsharedininstrategystrategy34.34.CreateCreateaalistlistofofatatleastleastfivefivestrategiesstrategiesyouyouwillwilluseuseonon
youryourFacebookFacebookPage.Page.
MakeMakeaalistlistofofdifferentdifferentvideosvideosyouyoucouldcouldcreatecreateandandshareshareononyouryourFacebookFacebook

70. pagepagefollowingfollowingthethetipstipssharedsharedininstrategystrategy36.36.

71. CHAPTER5

72. BasicFacebookAdvertisingStrategies
AccordingtoFacebook’sofficialstatistics,thesocialmediagianthasmorethan1.4billion
activeusersandover900millionvisitseveryday.TheFacebookadvertisingplatformis
thereforeoneofmostpowerfulmarketingtoolsavailableforbusinessestoday.However,
manybusinessownersfinditconfusingorfrustratingtostartusingtheavailabletools,
limitingtheirpotentialreach.
Figure5.1:Facebookadvertising.
InthisChapter,youwilllearnstep-by-stephowtogetstartedwithFacebookadvertising’s
mostprevalenttools.Othermoreadvancedadvertisingproducts,likeFacebookvideo
marketing,iscoveredinvariousotherChaptersofthisbook.
41.UncoverbasicFacebookadvertisingvocabulary
IfyouarejustgettingstartedwithFacebookadvertising,youmightcomeacrossvarious
newtermsthatyou’veneverheardbefore.Tobenefitfromthestrategiesoutlined
throughoutthisbook,it’simportantthatyoufirstunderstandsomeofthekeyterminology
usedintheindustry.
AdAdaccount:account:EverythingEverythingrelatedrelatedtotoyouryouradvertisingadvertisingactivityactivityisisininyouryouradad
account:account:ads,ads,campaigns,campaigns,billingbillinginformation,information,reports,reports,etc.etc.IfIfyouyoumanagemanage
FacebookFacebookadsadsforforaacompany,company,theytheycancangivegiveyouyouaccessaccesstototheirtheiradadaccount.account.

73. AdsAdsManager:Manager:ThisThisisiswherewhereyouyoucreatecreatenewnewadsadsororanalyzeanalyzeyouryourpreviouspreviousads.ads.
WhenWhenrunningrunningFacebookFacebookcampaigns,campaigns,itit’’ssrecommendedrecommendedthatthatyouyoureviewreviewAdsAds
ManagerManagerdaily.daily.AdsAdsManagerManagercancanbebefoundfoundat:at:www.facebook.com/ads/managewww.facebook.com/ads/manage..
Bidding:Bidding:FacebookFacebookallowsallowsyouyoutotouseuseeithereithermanualmanualororautomaticautomaticbiddingbiddingwhenwhen
settingsettingupupyouryourcampaigns.campaigns.OftenOftenforfornewnewusers,users,automaticautomaticbiddingbiddingisiseasiereasiertoto
useuseandandsosomaymaygenerategeneratebetterbetterresults.results.However,However,everythingeverythingisiscasecasespecificspecificandand
sosoyouyoushouldshouldtesttestbothbothoptionsoptionstotoseeseewhichwhichworksworksbetterbetterforforyou.you.
Campaign:Campaign:InInorderordertotoorganizeorganizeallallofofyouryourads,ads,FacebookFacebookhashascreatedcreatedthethe
followingfollowingstructure:structure:CampaignCampaign>>AdAdSetSet>>Ad.Ad.EachEachcampaigncampaigncancanhavehaveseveralseveral
AdAdSets,Sets,andandeacheachAdAdSetSetmaymayhavehaveseveralseveralAds.Ads.
CampaignCampaignBudget:Budget:ThisThisisisthetheamountamountofofmoneymoneyyouyouarearewillingwillingtotospendspendonon
eacheachofofyouryourcampaigns.campaigns.YouYoucancanrunrunseveralseveralcampaignscampaignssimultaneouslysimultaneouslyandand
modifymodifythethebudgetbudgetasasyouyougo.go.
Conversions:Conversions:ThisThisisisrelatedrelatedtotoactionsactionscustomerscustomershavehavecompleted,completed,i.e.,i.e.,productsproducts
purchasedpurchasedororsignupssignupsforfornewsletters.newsletters.
CostCostperperleadlead(CPL):(CPL):CostCostofofthetheleadsleadsgeneratedgeneratedwithwithFacebookFacebookadvertising.advertising.
ThisThisisisoneoneofofthethemostmostimportantimportantmetricsmetricsyouyouneedneedtototracktrackandandfollow.follow.
CostCostperperclickclick(CPC):(CPC):TheTheaverageaveragecostcostofofthetheclicksclicksgeneratedgeneratedbybyFacebookFacebook
advertising.advertising.
CPMCPM(Cost(Costperper1,0001,000Impressions):Impressions):TheTheaverageaveragecostcostperper1,0001,000impressionsimpressions
ononyouryourFacebookFacebookad.ad.
Click-throughClick-throughraterate(CTR):(CTR):TheThenumbernumberofofclicksclicksyouryouradadgeneratedgenerateddivideddividedbyby
thethenumbernumberofofimpressions.impressions.TheThemoremoreeffectiveeffectivethethead,ad,thethehigherhigherthetheCTRCTRyouyou
willwillnormallynormallyhave.have.
Frequency:Frequency:TheTheaverageaveragenumbernumberofoftimestimesyouryouradadisisbeingbeingshownshowntotoeacheach
FacebookFacebookuser.user.
Objective:Objective:EachEachFacebookFacebookadadshouldshouldhavehaveaaspecificspecificobjective,objective,suchsuchasaswebsitewebsite
visits,visits,websitewebsiteconversions,conversions,ororimprovedimprovedengagementengagementwithwithyouryourFacebookFacebookposts.posts.
PagePageengagement:engagement:NumberNumberofofactionsactionsrelatedrelatedtotoyouryourpagepage’’sspostspostsasasaaresultresultofof
youryourad.ad.
Reach:Reach:NumberNumberofofpeoplepeoplewhowhoseeseeyouryourFacebookFacebookadvertisement.advertisement.
RelevanceRelevanceScore:Score:ScoreScorerangingrangingfromfrom11––1010indicatingindicatinghowhowrelevantrelevantyouryouradadisis
totoyouryouraudience.audience.

74. Reports:Reports:SummariesSummariesofofimportantimportantdatadataandandmetricsmetricsrelatedrelatedtotoyouryourFacebookFacebook
advertisingadvertisingcampaign,campaign,foundfoundatatwww.facebook.com/ads/manager.www.facebook.com/ads/manager.
Theaboveisnotanexhaustivelist;however,itprovidessomefundamentalterminology
necessarytounderstandbeforecreatingorimprovingyourFacebookadcampaigns.
42.DiscoverbasicFacebookadvertisingconcepts
Beforebeginningwithadcreation,let’sfirsttrytounderstandtheoverallstrategybehind
thisactivity.Facebookadvertisingallowsyoutoreachyouridealclients;however,thisisa
gradualprocessoftestingvariousoptions,andresultscannotbeexpectedimmediately.
WhereFacebookcanshowyourad
Figure:5.2:Facebookadplacement(Imagesource:www.facebook.com/business/ads-guide).
Currently,Facebookofferstoshowyouradinthreedifferentlocations:
NewsNewsFeed:Feed:OnOnthethedefaultdefaultandandprimaryprimaryFacebookFacebookwindow,window,wherewhereyouyouseeseeallallofof
thethestoriesstoriesandandNewsNewsFeedsFeeds(on(ondesktop).desktop).
Right-handRight-handcolumn:column:OnOnthetheright-handright-handsidesidecolumncolumn(on(ondesktop).desktop).
OnOnaamobilemobileNewsNewsFeed:Feed:OnOnaacentralcentralareaareawhenwhenvisitingvisitingFacebookFacebookononyouryour
mobilemobiledevice.device.

75. Formostmarkets,placementontheNewsFeedisusuallythemosteffective.Theadimages
canbebigger,andyoucanincludemoretext.ToshowyouradsintheNewsFeed,a
Facebookpageisrequired.
FourelementsofaneffectiveFacebookadvertising
campaign
Thefollowingfourelementsarecrucialtounderstandifyouwantgreatandeffective
Facebookadvertisingcampaigns:
CompellingCompellingoffer:offer:OfferOffersomethingsomethingyouryouridealidealclientsclientsreallyreallywantwantandandthatthatareare
valuablevaluabletotothem.them.
TargetedTargetedaudience:audience:TryTrytotofindfindyouryouridealidealclientsclientsusingusingFacebookFacebookadvancedadvanced
targetingtargetingoptions.options.
AttractiveAttractiveadadimage:image:TryTrytotomakemakeyouryouradvertisingadvertisingimageimagerelevantrelevantandand
interestinginterestingtotoyouryourtargettargetaudience.audience.
SpecificSpecificlandinglandingpage:page:SendSendthethetraffictraffictotoaapagepagewhichwhichisisrelevantrelevantandandhighlyhighly
relatedrelatedtotoyouryouroffer,offer,notnotjustjusttotoyouryourmainmainwebsite.website.
Figure5.3:FourelementsofaneffectiveFacebookAdvertisingCampaign.
AbitlaterinthisChapterwewillcovermoreindeptheachoftheseelements.

76. Fourthingsyouneedtoknowbeforeyoustart
WhatWhatisisyouryourobjectiveobjectiveororspecificspecificproductproductyouyouwantwanttotopromote?promote?DecideDecidewhetherwhetheryouyou
wantwanttotogenerategeneratemoremorevisitsvisitstotoyouryourwebsite,website,moremoreemailemailsign-ups,sign-ups,ororpromotepromotesomesome
specificspecificoffer.offer.NeverNeveruseuseFacebookFacebookjustjusttotopromotepromoteyouryourmainmainwebsite,website,butbutratherrathertotocreatecreate
moremorespecificspecificpromotionalpromotionaltargetingtargetingforforyouryourmostmostprofitableprofitableproduct.product.
WhatWhatisisyouryourbudget?budget?EachEachcampaigncampaignhashasitsitsownownseparateseparatebudgetbudgetestablishingestablishingthethe
maximummaximumamountamountyouyouwillwillspend.spend.IIrecommendrecommendbeginningbeginningsmallsmalltototesttestyouryouradvertisingadvertising
progressprogresswhilewhileyouyoufindfindwhatwhatworksworksbestbestforforyouryourneeds.needs.
WhatWhatisisthetheprofitprofitmarginmarginofofyouryourproduct?product?HowHowmuchmuchprofitprofitwillwilleacheachsalesalegenerategenerateforfor
youyouversusversusthethecostscostsexpendedexpendedinindoingdoingso?so?TryTrytotocarefullycarefullyanalyzeanalyzewhatwhatyouryourprofitprofit
marginmarginisisforforeacheachproductproductyouyoupromote.promote.
HowHowmuchmuchareareyouyouwillingwillingtotopaypayininorderordertotoobtainobtainnewnewclients?clients?CarefullyCarefullycalculatecalculate
youryourprofitprofitmarginmarginasascomparedcomparedtotohowhowmuchmuch(or(orhowhowmuchmuchmore)more)youyouarearewillingwillingtotospendspend
againstagainstthatthatmargin.margin.
Facebookallowsyoutobeginbudgetingwithaslittleas$5.Youcanalsopauseorendyour
campaignatanytime.
43.LearnfromthemostcommonFacebookadvertising
mistakesandhowtoavoidthem–PartI
Understandingthemostcommonpitfallsmadebyotherswillhelpyoutoavoidthem
yourself.Beforediscoveringthestep-by-stepactionsinvolvedincreatingaprofitable
Facebookadcampaign,reviewsomeofthefollowingproblematicexamples:
NotNothavinghavingpatience:patience:SoSomanymanybusinessbusinessownersownersbeginbeginFacebookFacebookcampaignscampaigns
expectingexpectingimmediateimmediateresults.results.TheThenecessarynecessarydelaysdelayscausecausefrustration,frustration,creatingcreating
evenevenlesslessincentiveincentivetotolearnlearnhowhowtotomarketmarketthetheproductproductsuccessfully.successfully.ItIt’’ss
importantimportantthatthatyouyoustaystaypatientpatientandandalwaysalwaystrytrytotolearnlearnsomethingsomethingnew.new.
FacebookFacebookadvertisingadvertisingisisaaworldworldofofitsitsown,own,offeringofferingsurprisessurprisesandandfrustrations.frustrations.
But,But,youyouwillwillachieveachievesuccesssuccessififyouyoupatientlypatientlyandandcarefullycarefullyfollowfollowallallthethe
strategiesstrategiesprovidedprovidedininthisthisbook.book.AcceptAcceptthethefactfactthatthatnotnoteverythingeverythingwillwillbebe
perfect,perfect,andandthatthatsuccessfulsuccessfulcampaigningcampaigningisisananongoingongoinglearninglearningexperience.experience.
NotNothavinghavingclearclearobjectives:objectives:EveryEverycampaigncampaignneedsneedsaaspecificspecificbusinessbusiness
objective.objective.TheThemostmostcommoncommonarearegettinggettingmoremorewebsitewebsiteclicks,clicks,gettinggettingmoremore
engagementengagementforforyouryourFacebookFacebookposts,posts,ororgeneratinggeneratingmoremorewebsitewebsiteconversions.conversions.
DonDon’’ttstartstartFacebookFacebookadvertisingadvertisingbeforebeforeyouyouhavehaveaaclearclearobjective.objective.

77. ““SetSetititandandforgetforgetitit””mentality:mentality:YouYouneedneedtotovisitvisityouryourFacebookFacebookreportsreportseveryevery
daydaytotoanalyzeanalyzethetheresultsresultsandandmakemakeimprovements.improvements.NeverNeverstartstartaacampaigncampaignandand
thenthenleaveleaveititononitsitsownownwithoutwithoutfollowingfollowingthetheresults.results.DoingDoingsosowillwillalmostalmost
alwaysalwaysresultresultininlosinglosingmoney.money.
JustJustcreatingcreatingoneonead:ad:GetGetintointothethehabithabitofofalwaysalwayscreatingcreatingseveralseveralads,ads,ratherrather
thanthanjustjustone.one.HavingHavingmultiplemultipleadsadshelpshelpsyouyoutototesttestdifferentdifferentadadimages,images,andandtoto
targettargetdifferentdifferentaudiencesaudiences--allowingallowingyouyoutotolearnlearnwhatwhatworks,works,whatwhatdoesndoesn’’t,t,andand
laterlaterallocatingallocatingyouryourbudgetbudgetmoremoreeffectively.effectively.
BoostingBoostingaapost:post:BelowBeloweveryeverypostpostisisaabuttonbuttoncalledcalled““BoostBoostPost.Post.””IIrecommendrecommend
againstagainstusingusingthisthisfeaturefeatureasasyouyou’’rererestrictedrestrictedfromfromselectingselectingthethebestbesttargetingtargeting
optionsoptionsandandotherotherfeaturesfeatureswhichwhichmakemakeyouryouradadmostmosteffective.effective.BoostingBoostingpostsposts
everyeverynownowandandthenthenisisfine,fine,butbutdodososofromfromyouryourFacebookFacebookAdAdCreationCreationtool:tool:
www.facebook.com/ads/createwww.facebook.com/ads/create..
Figure5.4:BoostPostbutton.
44.LearnfromthemostcommonFacebookadvertising
mistakesandhowtoavoidthem–PartII
Interestedinlearningsomemorecommonmistakestoavoid?Thebelowerrorsare
examplesfirst-timeadvertisersmostoftencommitonFacebook.
NotNottestingtestingdifferentdifferentimages:images:AlmostAlmost80%80%ofofyouryourFacebookFacebookadad’’sssuccesssuccessisis
tiedtiedtotohowhowgoodgoodofofananimageimageyouyouuse.use.ItIt’’ssnotnoteasyeasytotoknowknowtotowhatwhatkindkindofof
imageimageyouryourtargettargetaudienceaudiencewillwillrespondrespondbest.best.Therefore,Therefore,trytryplacingplacingtwotwooror

78. threethreeimagesimagesinineacheachad.ad.FacebookFacebookwillwillautomaticallyautomaticallyshowshoweacheachimageimageandandyouyou
willwilleasilyeasilyseeseewhichwhichgeneratedgeneratedthethebestbestresults.results.DeleteDeletethetheimagesimagesthatthatdondon’’tt
work,work,andandallocateallocatemoremoreofofyouryourbudgetbudgettotothosethoseimagesimagesthatthatworkworkbest.best.
““20%20%TextTextRuleRule””ononadadImages:Images:YourYourFacebookFacebookadadimageimagecancanhavehaveaashortshortcallcall
totoactionactionororquestion,question,butbutFacebookFacebookdoesdoesnotnotallowallowyouyoutotouseusemoremorethanthan20%20%ofof
thethespacespaceasastext.text.ToTosavesavetimetimeandandeffort,effort,alwaysalwaysuseusethisthisfreefreeFacebookFacebooktooltooltoto
seeseeififyouryourimageimagehashasmoremorethanthan20%20%text:text:
www.facebook.com/ads/tools/text_overlaywww.facebook.com/ads/tools/text_overlay..
ThinkingThinkingthatthateveryoneeveryoneononFacebookFacebookisisyouryourclient:client:FacebookFacebookadadtargetingtargeting
optionsoptionsallowallowextremelyextremelyspecificspecifictargeting,targeting,thereforethereforegivinggivingananopportunityopportunitytoto
paypaylesslessforforeffectiveness.effectiveness.AAcommoncommonmistakemistakeisisnotnotusingusingthetheFacebookFacebookadad
targetingtargetingoptions,options,andandinsteadinsteadtryingtryingtotoreachreacheveryoneeveryoneononFacebook,Facebook,regardlessregardless
ofofaudience.audience.TheTheadadtargetingtargetingoptionsoptionsarearecoveredcoveredininmoremoredetaildetaillaterlaterininthisthis
ChapterChapterofofthethebook.book.
NotNotdedicatingdedicatingtimetimetotolearnlearnfromfromyouryourresults:results:EachEachdaydayyouyououghtoughttotovisitvisit
FacebookFacebookreportsreportstotoanalyzeanalyzemetrics,metrics,seeseewhichwhichadsadswork,work,andandwhichwhichdondon’’t.t.TheThe
mostmostessentialessentialmetricsmetricsarearecoveredcoveredatatthetheendendofofthisthisChapter.Chapter.TryTrytotosetsetasideaside
timetimetotoanalyzeanalyzethetheresultsresultseacheachday,day,andandtotolearnlearnfromfromthethevariousvariouspartsparts
reported.reported.
NotNotfamiliarizingfamiliarizingyourselfyourselfwithwithFacebookFacebook’’ssadvertisingadvertisingpolicies:policies:FailingFailingtoto
adhereadheretotoFacebookFacebook’’ssadvertisingadvertisingpoliciespoliciescancanresultresultininbeingbeingbannedbannedfromfromthethe
service,service,andandallallofofyouryourcontentcontentbeingbeingdeleteddeletedfromfromthetheservers.servers.TakeTakethethetimetimetoto
carefullycarefullyreadreadthroughthroughthethevariousvariouspolicies,policies,understandunderstandwhatwhatititisisyouyou’’rere
agreeingagreeingtotobybyusingusingthetheservice,service,andandwhatwhatyouyoucancanandandcannotcannotdo.do.TheThe
advertisingadvertisingpoliciespoliciescancanbebefoundfoundatatwww.facebook.com/policies/adswww.facebook.com/policies/ads..

79. Figure:5.5:ScreenshotofFacebook’sadvertisingpolicies
45.Createacompellingofferforyourad
Let’snowcoverthefirstelementofaneffectiveFacebookmarketingcampaign-youroffer.
Asmentionedbefore,avoidcreatinggenericcampaignswithoutanyspecificofferorthat
justpromotethenameofyourbusiness.Thosetypicallywillnotgeneratetheresultsyou
areafter.
Thefollowingaresomeexamplesofcompellingoffersdifferentbusinessesmightcreate:
FreeFreetrial:trial:AAlocallocalgymgymororhealthhealthclubclubcouldcouldpromotepromoteaafreefreetrial,trial,incentivizingincentivizing
peoplepeopletototesttesttheirtheirfacilities.facilities.AAcertaincertainpercentagepercentageofofthethepeoplepeoplewhowhouseuseaafreefree
trialtrialwillwillsignsignupupforforaapaidpaidmembership.membership.
FreeFreenewsletternewslettersign-up:sign-up:CompaniesCompanieswhichwhichpromotepromoteaaserviceservicecancanofferofferaafreefree
newsletter.newsletter.ProvidingProvidingvaluablevaluableinformationinformationattachedattachedtotoyouryourbrandbrandisisaaproperproper
waywayofofincreasingincreasingyouryouraudienceaudienceandandincreasingincreasingnamenamerecognition.recognition.
SpecialSpecialbonus:bonus:EventEventorganizers,organizers,musicmusicgroups,groups,ororpublicpublicspeakersspeakersmightmightofferofferaa
specialspecialbonusbonusififpeoplepeoplesignsignupupforfortheirtheireventeventbeforebeforeaacertaincertaindate.date.RestaurantsRestaurants
ororhotelshotelscancanalsoalsouseusethisthisbybyofferingofferingaafreefreedessertdessertororextraextramealmealwhenwhenaagroupgroup
ofofpeoplepeoplecomecometotoeat.eat.
FreeFreesession:session:CoachesCoachesororbusinessbusinessconsultantsconsultantscancanofferofferaafirstfirstevaluationevaluation
sessionsessionforforfree.free.ThisThisisisnormallynormallyaaquickquicksessionsessionandandalsoalsoallowsallowsthethecoachcoachtoto
evaluateevaluatewhetherwhetherthetheclientclientisisaagoodgoodfitfitforforthetheservice.service.

80. FreeFreetraining:training:OnlineOnlinemarketersmarketersororbusinessbusinessprofessionalsprofessionalscancanofferofferaafreefree
onlineonlineseminarseminarororwebinarwebinartototeachteachsomethingsomethingvaluable,valuable,attachingattachingananofferofferforfor
thethepaidpaidproductproductatatthetheendendofofthethelesson.lesson.
Theaboveoffersaremerelyexamples;thepossibilitiesarelimitless.
Promotingadiscountmaylowertheperceivedvalueofaproduct,latermakingitmore
difficulttosellatthenormalprice.However,discountscanstillbeavaluabletoolatyour
disposalifyouknowyourprofitmarginandcalculatetheoverallreturnoninvestment
fromyourcampaign.
ThegeneralFacebookaudienceyouaretargetingdoesn’tyetknowortrustyou,sothe
mainpurposeofhavingacompellingofferistobuildcredibility.Oncethathasbeen
established,itthenbecomeseasiertoconductyouractualbusiness.
46.Selectthecorrecttargetaudienceforyourad
Knowingyourtargetaudienceisprobablythemostessentialelementofasuccessful
Facebookadcampaign.NootherplatformallowsyoutotargetaspreciselyasFacebook,so
it’sworthtakingthetimetolearnhow.Thebetteryourtargeting,themorepeoplewhowill
respondtoyourad,andthelessyouwillpay.Successfultargetingmakesforahigher
returnonprofit.
Facebookhasafreeaudiencecreationtool,foundatwww.facebook.com/ads/create.Just
selecttheobjectiveforyourcampaignandgotothenextpage(youcanusethiswithout
creatingyourcampaign).Onthenextpageyoushouldseetheaudiencetool.
Whencreatingyourfirstaudience,trytoidentifytheage,gender,andinterestsofyour
idealcustomer.Later,youcanmakethesecriteriamorespecific.Ideally,youwouldcreate
severaldifferentaudiencesforeachcampaignandanalyzewhichonerespondsmostto
yourad.
Hereisanexampleaudience,targetingforane-commercestoresellinghikingequipmentin
theUnitedStates.

81. Figure5.6:ExampleofFacebooktargeting.
TargetingforanaudienceinterestedinhikingandlivingintheUnitedStates.Thisaudience
hasbeenselectedwiththefollowingcriteria:
Geographicalregion:UnitedStates
Age:30–55
Gender:Men
Interest:Hiking
Asyoucanseefromthefigure5.6,Facebookstatesthattheaudiencesizeis2.6million.
Thisisabittoobroadforourpurposes.
Tonarrowyouraudience,furtherlimitthegeographicscopetowherehikingismost
popular(earlierinthebookIsharedhowyoucanfindthisbyusingGoogleTrends).You
mayalsonarrowtheconsumer’sage,orfindmorespecificintereststoreachavidhikers.
Maybethereisahikingmagazineyoucantargetoraninfluentialhikerwithalarge
following?
Thiswasjustaquickandsimpleexampleusingbasicdemographicdata.However,
Facebookallowsanumberofadditionaltargetingparameters,suchas:workplace,marital
status,behavior,andtravelhabits.
Trytocreateatleastthreedifferenttargetingoptionstotestandseewhichwillworkbest
foryourbusinessandgoals.Onceyoufindatargetthatgeneratedoptimalresults,allocate
moreofyourbudgettothatspecificcampaign.Youcanalsoconsideradvancedtargeting
options,detailsforwhicharecoveredinthenextChapterofthisbook.

82. EXPERTEXPERTOPINIONOPINION––CHARLESCHARLESKIRKLANDKIRKLAND
“MostadvertisersmakethemistakeofnottakingadvantageofallthetargetingoptionsFacebook
offers.Forexample,knowingifyouridealaudienceusesAndroidphonesoriPhonesmakesallthe
differenceintheworld.
Facebookallowsustofilterourtargetingaccordingtowhichphonetheuserhas,andifyouare
targetingabusinessuserwhocarriesaniPhone3,thatpersonistotallydifferentfromaniPhone6
userwhoalwaysbuysthelatesttechnologyandprobablyhasmoredisposableincomeandisready
tospendit.
Figure5.7:ExampleofhowtotargetdifferentiPhoneusersonFacebook
FromtheFacebookleadgenerationcampaignswehaverun,IclearlyseethatAndroidusersare
morelikelytojoinyouremailnewsletterortosignuptodownloadyourfreereport,butatthesame
timetheyarelowerqualityleadsthaniPhoneusers.iPhoneusersaretypicallyahigherclassof
buyers,buttheyaremoreselectiveonsharingtheiremailaddressesorjoininganemailnewsletter.
Facebookallowsyoutotargetprospectsaccordingtotheirsmartphones,butalsoaccordingtotheir
phonecarriers.Forexample,ifyouaretargetingapre-paidphonecarrieryouneedtokeepinmind
thatthispersonistypicallyalowerincomeindividual.
Irecommendeveryonetotestthesekindsoftargetingoptions,becausenormallytheycanimprove
youroverallresults.”
CharlesKirkland
www.mediabuyerassociation.com

83. 47.UseeffectiveadimagesonFacebook
Thefirstruleforchoosinganimageforyouradistomakeitrelevantandinterestingto
yourtargetaudience.Usesomethingthatcaptivatesandentertains,whilestaying
appropriatetothenatureofthebusiness.Coloralsomatters.Belowaretwoimageswhich
contrasthowthiscanworkinpractice.Theyellowadontheleftcatchestheeye;thewhite
adtotherightgetsglancedover.Asageneralrule,avoidusingwhiteandblue–thecolors
ofFacebook–asyourcontentmightdisappearintothebackdrop.
Figure5.8:TwoexamplesofFacebookadvertisements.
It’salsorecommendedthatyouusethesameimagesfromyourlandingpage(thefirstpage
onyourwebsitewherepeoplewhoseeyouradgoafterclickingontheimage).Additionally,
utilizingpeople’sfaceswillcreatemoreconnectiontoyourproductorservice,moreclicks,
andoverallgreaterresponse-especiallyifthepersonintheadisaknownfigureinthe
businessorindustry,orgenerallyknownbythetargetaudience.
Wanttolearnfromotherbusinesses’ads?Beginningnow,takescreenshotsofany
Facebookadsthatcatchyourattention;savetheadsinaspecificfolderforlaterreview,
includingwhytheycaughtyourattentionandhowyoumightusethatinformationforyour
owncontent.Doingthismyselfforthelast3yearshashelpedmetoseesuccessfulpatterns
companiesuseintheiradimages.
AgreatrecourseisAdEpresso’sFacebookAdsGallery,foundonlineat
https://adespresso.com/academy/ads-examples.Currently,thisisthebiggestadgallery
available.Itoffersadsacrossdifferentindustriesandwithdifferentadobjectives.

84. Figure:5.9:TheFacebookAdsGallerybyAdEspresso.
Irecommendspendingatleast30minutesanalyzingdifferentadswiththistool,whichyou
canlaterreferencewhenplanningyourfirstcampaign.
TheeasiesttoolforbeginningwithyouradcreationisCanva,offeringfreetemplatesfor
useat:www.canva.com/create/social-media-graphics.
48.UseaneffectivelandingpageforyourFacebookads
Alandingpage–thewebsitetowhichtrafficisdirectedafterclickinganad–isanother
aspectofmarketingoftenoverlookedintheprocess.Everyoneofyouradcampaigns
shouldlinktoalandingpagewhichisrelevanttoyourad.Ifyouradofferedapromise,
makesurethatthenecessaryinformationisprovidedon(oreasilyfoundafterfirstlanding
on)thatpage.
Itmaybenecessaryorappropriatetocreateaseparatelandingpagespecifictothe
audienceyouhaveselected(andwhichdeliversonthepromisemadeinyourad).Avoid
sendingtrafficdirectlytoyourwebsite'shomepage.
LeadPagesisrecommendedsoftwaretohelpnovicesquicklycreatemobilelandingpages;
nocodingorwebsitedevelopmentexperienceisneeded.IhavepersonallyusedLeadPages
forseveralyears,andhighlyrecommendittoallsmallbusinessesandprofessionalswho
wanttocreatesuccessfullandingpages.

85. Figure5.10:ExamplelandingpagestemplateinLeadPages.
LeadPagesoffersseveraldifferenttemplatesforbusinesseswhichareeasytocustomize.
Youcanfinditatwww.leadpages.net.Othersimilarlandingpageservicesinclude
www.unbounce.comandwww.instapage.com.
49.AnalyzeFacebookadvertisingmetricsandresults
“Whatgetsmeasuredgetsimproved.”Thisisafamousquotebymanagementconsultant
PeterDrucker,andholdsverytruewithourdiscussion.Asmentionedbefore,many
businessesdon’tspendenoughtimeandeffortunderstandinghowtheircampaignscould
beimproved.However,measuringandlearningfromyourperformanceisavitalpartof
Facebookadvertising.
Someofthemetricsyouwanttoanalyzeineachcampaigninclude:
Spend:Spend:HowHowmuchmuchmoneymoneyhashasbeenbeenspent?spent?
Clicks:Clicks:HowHowmanymanyclicksclickshavehavebeenbeengenerated?generated?
CostCostperperclickclickororCPC:CPC:WhatWhatisisthethecostcostofofeacheachclick?click?
Click-throughClick-throughraterate(CTR):(CTR):TheThehigherhigherthetheCTR,CTR,thethebetterbetteryouryouradadisisworking.working.
Youradvertisingreportscanbefoundatwww.facebook.com/ads/manager.Asseeninthe
imagebelow,youcancollectbasicinformationlike:spentinthelast7days,results,reach,

86. andcost.Byclickingonthenameofeachcampaignyouwillbeshownamoredetailed
breakdownofthemetrics.
Figure5.11:ExampleviewofadvertisingreportsfrominsideFacebookAdsManager.
Usingoneofyourcampaigns,testseveraldifferentaudiencesandadimages.Facebook
showstheresultsbeinggeneratedfromwhichyoucanmoreeffectivelyallocateyour
budget.
Facebookreportsalsoindicatewhichpartofyourtargetaudiencerespondsbesttoyour
ads.Intheimagebelow,youcanseethatpeopleages35–44yearsoldweremost
responsivetothisad.Theconclusionwouldbetotargetonlythissegmentinthenext
campaign;typically,thiswillgeneratelowerclickcostandbetterreturnoninvestment.
Figure5.12:Facebookadresultsillustratedaccordingtotheageandgenderoftheaudience.
AccordingtoFacebook,theadperformancemetricsareupdatedinrealtime.So,it’s
advisabletoreviewthemseveraltimesadayandtracktheirstatus.
Thereareseveraladvancedoptionstobettermeasureandimprovetheeffectivenessof
yourcampaign,butyoucanstartbyfollowingthebasictipssharedinthisChapter.

87. 50.LearnfromfrequentlyaskedFacebookadvertising
questions
Excitedtostartyourfirstcampaignandtestthesetipsinreallife?Beforeyoudo,hereare
somecommonquestionsandanswersaskedbymyconsultingstudents.
WhatkindoftextdoyourecommendusinginFacebookads?
Mentionyourtargetaudienceinthefirstsentence:Forinstance:Areyoua
dogloverwhowantsto…
Questions:Questions:StartingStartingwithwithaaquestionquestiongetsgetspeoplepeople’’ssattentionattentionandandtypicallytypically
generatesgeneratesgoodgoodresults.results.ForForexample:example:DoDoyouyouwantwanttotogetgetmoremore_____________?_____________?
CallsCallstotoaction:action:IfIfyouyouuseuseaashortshortparagraph,paragraph,trytrytotoendendititwithwithaashortshortcallcalltoto
action.action.ForForexample,example,clickclickhereheretoto___________.___________.
Testimonial:Testimonial:YouYoucancanputputaashortshortcustomercustomerexperienceexperienceininquotationquotationmarksmarkssoso
usersusersunderstandunderstanditit’’sssomeonesomeone’’ssopinionopinionofofyouryourproductproduct
WhatisthesizeoftheFacebookadimages?
NewsNewsFeedFeedads:ads:1,2001,200xx628628pixels.pixels.
RightRightcolumncolumnimageimagesize:size:254254xx133133pixels.pixels.
CarouselCarouselads:ads:600600xx600600pixelspixels(Carousel(CarouseladsadswillwillbebeexplainedexplainedininthethenextnextChapter).Chapter).
CanIestablishalimitformyFacebookadvertisingaccount?
Yes,youcansetaspecificlimitforyouradvertisingaccountasawhole,andalso
individuallyforeachcampaign.Whencreatingyouradyouareaskedtoselecteitheradaily
budgetoralifetimebudget.Dailybudgetshavealwaysworkedbetterforme,andit’swhatI
recommendtomyclients.
Howlongcanmyadsruneffectively?
TheThetermtermdeliverydeliveryfatiguefatiguerefersreferstotowhenwhenyouryouraudienceaudiencestartsstartstotoseeseethethesamesameadadtootoomanymany
times;times;whenwhenthisthishappens,happens,FacebookFacebookwillwillstartstarttotolimitlimititsitsreach.reach.IfIfyouryourNewsNewsFeedFeedadsadskeepkeep
gettinggettingpositivepositivecommentscommentsandandlikes,likes,ononthetheotherotherhand,hand,thenthenFacebookFacebookmaymaykeepkeeprunningrunningitit
longer.longer.
Tocontinueafteryouradsbecomestale,youcanrenewthesamecampaignbutwitha
differenttargetaudienceorimage.

88. ShouldIrespondtopeople’scommentsonmyads?
Ofcourse!Themoreengagementyouradsgenerate(comments,likes,orshares),thebetter
youradswork.Normally,thisalsohelpsyoutopayless.Youshouldalwaysrespondto
commentsquicklyandencouragepeopletoaskmorequestions.
HowcanIcontactsomeoneonFacebook’sadvertising
supportteam?
Youcancontactthemusingemailsupportprovidedonthispage:
www.facebook.com/business/contact-us.
WhataresomeFacebookadvertisingresourcesyou
recommendtobefollowed?
TwoofthebestsitessharingalotofusefultipsareJonLoomer’sblogat
www.jonloomer.com,andAdEspresso’sblogatadespresso.com/academy/blog.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER5:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
ReviewReviewandandlearnlearnthethebasicbasicFacebookFacebookadvertisingadvertisingvocabularyvocabularysharedsharedininstrategystrategy
41,41,asasititisisimportantimportanttotoknowknowthesethesetermstermsbeforebeforestartingstartingyouryouradadcampaigns.campaigns.
MakeMakeaalistlistofofwhatwhatyouryourfirstfirstFacebookFacebookadsadsmightmightbebeandandwritewritedowndownwhatwhatcouldcould
bebethethedifferentdifferentelementselementslike:like:youryouroffer,offer,youryourtargeting,targeting,youryouradadimageimageandand
youryourlandinglandingpagepage(strategy(strategy42).42).
CarefullyCarefullystudystudystrategystrategy4646andandlearnlearnhowhowFacebookFacebookadadtargetingtargetingworks.works.VisitVisit
www.facebook.com/ads/createwww.facebook.com/ads/createandandcreatecreateyouryourfirstfirstadadtargetingtargetingwithoutwithout
startingstartingthethecampaign.campaign.

89. CHAPTER6

90. AdvancedFacebookAdvertisingStrategies
InInthisthisChapter,Chapter,youyouwillwillfindfindadditionaladditionaltipstipsandandstrategiesstrategiesforforadvertisingadvertisingononFacebook.Facebook.
AlthoughAlthoughthethewordword““advancedadvanced””isisininthethenamenameofofthetheChapter,Chapter,dondon’’ttbebescaredscaredififyouyouarearejustjust
gettinggettingstarted.started.MostMostofofthesethesetechniquestechniquesarearequitequitesimplesimpletotoimplementimplementandandthethewordword
““advancedadvanced””isissimplysimplyusedusedtotodifferentiatedifferentiatethemthemfromfromthethebasicbasicstrategiesstrategiescoveredcoveredininthethe
previouspreviousChapter.Chapter.
Allinall,Irecommendapplyingeachofthesestrategies,astheycanmakeasignificant
differenceinyouradvertisingresultswhenimplementedcorrectly.
51.SignupwithFacebookBusinessManager
IfyourunFacebookcampaignsforclientsorusemorethanoneadvertisingaccounton
Facebook,youshouldconsidersigningupwithFacebookBusinessManager.Business
ManagerisamoresecurewayofhandlingyourPagesandadvertisingaccounts,andit
enablesyoutogiveadaccountaccesstoyouremployees.
Thecentralinterfaceallowsyoutoeasilyandquicklychangeyourbillingdetailsorother
crucialinformationrelatedtoyourFacebookadvertisingcampaigns.Ifyoueverhave
problemswithyourFacebookadsandwanttocontactFacebookadsupport,theywill
usuallyappreciateitifyouhaveaccesstoBusinessManager,asthiswillgivethemamore
accurateviewofyourbusiness.
YoucancreateyouraccountonFacebookBusinessManagerhere:
https://business.facebook.com.
52.ManageyourFacebookadvertisingcampaignson-the-go
withFacebookAdsManagermobileapplication
Thisparticulartipisnotjustanadvancedstrategy,butisratherarecommendationthatall
advertisersshouldfollow.FacebookAdsManagerletsalladvertisersenjoythesebenefits:
ReceiveReceivenotificationsnotificationsregardingregardingyouryourcampaigns.campaigns.
QuicklyQuicklymodifymodifyorormakemakechangeschangestotoyouryourcampaigns.campaigns.
KeepKeeptracktrackofofyouryouradvertisingadvertisingspending.spending.
CreateCreatenewnewadsadsororstopstopthetheadsadsthatthatarearenotnoteffective.effective.

91. ViewViewandandanalyzeanalyzeinsights.insights.
Figure6.1:FacebookAdsManager–Imagecredit:iTunesstore.
TheFacebookAdsManagerapplicationcanbedownloadedhere:
AppleAppStorelink:
https://itunes.apple.com/us/app/facebook-ads-manager/id964397083
GooglePlayStorelink:
https://play.google.com/store/apps/details?id=com.facebook.adsmanager
53.BecomefamiliarwithFacebookPowerEditor
FacebookPowerEditorservesasanadvancedadcreationtool,featuringafullrangeof
usefulfunctionsthatcanhelpyoutotakeadvantageofalltheopportunitiesofferedby
Facebookadvertisingcomponents.PowerEditormightfeeltime-consumingwhenyoufirst
startusingit,butitwillultimatelyallowyoutorunyourcampaignsmoreeffectivelyonce
yougetusedtoit.
ThistoolisdesignedforadvertiserswhowishtocreatemanyFacebookadcampaigns
simultaneously(or“atscale”),andthefollowingitemsincludejustafewofitsbenefits:
MoreMoreoptionsoptionsforforthethenumbernumberofofcharacterscharactersyouryouradadcancanuse.use.TypicalTypicalNewsNewsFeedFeed
adsadsarearelimitedlimitedtoto9090characters.characters.PowerPowerEditorEditorincreasesincreasesthesetheselimits.limits.

92. AbilityAbilitytotocreatecreateananunpublishedunpublishedpagepagepost:post:Basically,Basically,thisthisenablesenablesyouyoutotocreatecreate
NewsNewsFeedFeedadsadsthatthatlooklooklikelikeaapost,post,withoutwithouthavinghavingthemthemshowshowupupononyouryour
FacebookFacebookfeed.feed.ThisThisgivesgivesyouyouananopportunityopportunitytototesttestseveralseveraladadvariationsvariations
withoutwithoutannoyingannoyingyouryourcurrentcurrentFacebookFacebookfans.fans.
MoreMoreoptionsoptionstotoquicklyquicklycreatecreateseveralseveralcampaignscampaignsororadadsets,sets,testingtestingdifferentdifferentadad
variables.variables.
AbilityAbilitytotouseusebulkbulkediting,editing,enablingenablingyouyoutotomodifymodifyyouryouradsadsfasterfasterandandsavesavetime.time.
AbilityAbilitytotoduplicateduplicateads,ads,adadsets,sets,andandcampaigns.campaigns.
ThereareanumberofotherbenefitstothePowerEditorfunction,andaswithanytool,
sometimemaybeneededtodiscoverallofitspowerfulfeatures.
You can start using Facebook Power Editor at:
www.facebook.com/ads/manage/powereditor.MakesureyouareonaChromeweb
browser,sinceitdoesnotworkwithotherbrowsers.
54.Takeadvantageoflocaladvertisingopportunitieson
Facebook
Facebookprovidesbusinesseswithmanynewopportunitiesandtoolstohelppromote
theircompanieslocally.Facebookseemstohaveaspecialinterestinattractingcompanies
toadvertisewiththemintheirlocalmarkets.WhencreatinganadonFacebookandusing
theaudience-targetingoptionssharedearlier,youcanaddanextralayeroftargeting,
reachingonlyFacebookuserswithinaspecificdistanceofyourbusiness.
Thisadvertisingoptionisextremelypowerful,butonlyafewlocalbusinessesreallytake
advantageofit.SupposeyouwanttoopenanewyogastudioinManhattan,NewYork,
locatedintheZIPcode10018.Creatingyourtargetaudienceissimple:TypeintheZIPcode
andFacebookwilllimitthereachofyouradtocustomerslocatedwithinthatarea.
Youcanseeanexampleofthistypeoftargetingbelow.Noticethatthisadwouldreach
6,300peoplebetween20–50yearsofagewholikeyogaandarelocatedintheZIPcode
10018.Canyouimaginetheeffectthistypeofadvertisingcouldhaveforyourlocal
business?

93. Figure6.2:ExampleofhowtotargetalocalaudiencewithFacebookAds.
LocaltargetingbyFacebookusedtoworkonlyintheUnitedStates,butisnowavailablein
mostcountries.ThetestingIhavedonewithithasgeneratedgreatresults.
FacebookLocalAwarenessAds
MostFacebookadobjectives(likeboostingapost,generatingmorewebsitevisits,etc.)
allowyoutousethelocaltargetingfeature,butFacebookhaslaunchedLocalAwareness
Ads,whichcomewithspecificcallstoaction,likegettingdirectionsorcallingthebusiness
directly.

94. Figure6.3:DifferentcallstoactionyoucanselectwithLocalAwarenessAds.
TheonlydisadvantagetousingLocalAwarenessAdsisthatatthetimeofwritingthisbook,
Facebookdoesnotallowyoutousethemwithinterestedtargeting(forexample,Chinese
restaurantscannottargetpeoplewholikeChinesefood,astheycanwithotheradoptions).
ToTostartstartusingusingLocalLocalAwarenessAwarenessAds,Ads,selectselectthethe““ReachReachpeoplepeoplenearnearyouryourbusinessbusiness””optionoption
whenwhenyouyouchoosechoosethetheobjectiveobjectiveofofyouryourcampaigncampaignatatwww.facebook.com/ads/createwww.facebook.com/ads/create..
Figure6.4:AdobjectiveyouneedtoselectwhencreatingLocalAwarenessAds.
55.TapintothepowerofFacebookRemarketing
Hasthiseverhappenedtoyou:YouarelookingataspecificproductonAmazon.comanda
fewmomentslaterwhenvisitingFacebook,youseeanadforthatsameproductyoujust
viewedonAmazon?Thatishowremarketingworks.Thesekindsofadsusedtobequite
expensiveandcomplicatedtoconduct,buttoday,youcanstartusingthemforfreeby
followingafewsimplesteps.

95. Currently,whenremarketingisdoneproperly,itisprobablythefastestwaythatonline
businessesorbusinessownerscanimprovethereturnontheirinvestmentthrough
Facebookmarketing.
HowtoStartFacebookRemarketing
Togetstarted,youcaninstallaFacebookpixelcodeonyourwebsite,whichwillbeginto
trackallofyourwebsitevisitors,allowingyoutolatertargetthemwithyourads.Thiscode
isinstalledonceonyourmainwebsite,butletsyoucreateaudiencesaccordingtodifferent
parameters(forexample,peoplewhovisitedacertainpageonyourwebsite,butdidnot
makeapurchase,etc.).
YoucanfindtheFacebookpixelcodeonAdsManagerat
www.facebook.com/ads/manager/pixel/facebook_pixelandinstallityourselforhaveyour
webmasterinstallitforyouonyourwebsite.
Peoplevisitingyourwebsitewillbeinyouraudienceduringamaximumof180daysfrom
thedaytheyfirstvisityoursite,andit’srecommendedthatyouinstallthiscodeassoonas
possible,eventhoughyoumaynotstartadvertisingforseveralweeks,sinceitwillhelpto
buildyourpotentialaudience.
56.UseFacebookCustomAudiences
MostofthetimewhensomeoneseesyouradonFacebook,theydon’tknowyouortrust
youyet.Buildingtrustandcredibilityisoneofthemainmarketingobjectivesyou’llneedto
considerbeforeexpectingapotentialcustomertomakeapurchasedecision.
Butwhatifyoucouldmarkettopeoplewhoalreadyknowyouandyourbusiness?With
FacebookCustomAudiences,youcanshowadstopeoplewhoareonyouremaillistorwho
havebeenyourclientsbefore.Typically,thistypeofaudienceismuchmoreresponsiveto
yourads,sincetheyarealreadyfamiliarwithyouandyourbusiness.Whenstartinganew
advertisingcampaign,IalwaystrytouseaCustomAudienceifpossible,sincedoingso
generatesmuchbetterresultsthanjustusingnormalFacebooktargeting.
HowtoCreateaCustomAudienceonFacebook
Tostart,yousimplyneedtoexportcustomerdata(suchasemailaddresses)fromyour
companydatabaseorCRManduploadthemtoFacebook.Thisprocessistotallylegalandis
doneinaprivacy-safemanner.
InsideyourAdsManager,youhaveaudiencessections,foundat
www.facebook.com/ads/manager/audiences/manage,whereyoucancreatethefirst
audiencebyclickingon“CreateAudience”andthenselecting“CustomAudience.”

96. Figure6.5:WheretocreateaCustomAudience.
Next,Next,clickclickonon““CustomerCustomerListList””andanduploaduploadyouryourcustomercustomerlist,list,whichwhichcancanincludeincludeemailemail
addressesaddressesororphonephonenumbers.numbers.CustomerCustomerlistslistscancanalsoalsobebecopiedcopiedandandpastedpastedororimportedimported
fromfromMailChimp,MailChimp,ififyouyouhappenhappentotouseusethatthatserviceserviceprovider.provider.
Figure6.6:ScreenshotofhowtocreateaCustomAudienceonFacebook.
Remember,youcanonlyimportpeoplewhoarealreadyonyouremaillistorhavebought
somethingfromyou.Whenconductingthisforthefirsttime,it’sadvisabletocarefullyread

97. thetermsofservicerelatedtoCustomAudiences,whichcanbefoundat
www.facebook.com/ads/manage/customaudiences/tos.php.
57.ExpandyourreachwithFacebook’sLookalikeAudience
OnceyouhavecreateddifferentCustomAudiences,Facebookrecommendsthatyoucreate
aLookalikeAudience.Basically,Facebookwillcreatethe“LookalikeAudience”by
analyzingthebehavior,relevantdemographicdata,andseveralotherindicators,andusing
thatinformationtocreateanewaudiencethatisverysimilartoyouroriginalaudience.
Thisisyetanotherhighlyeffectivemethodofcreatinganewandmoretargetedaudience
thatwilltypicallyrespondbettertoyourads.Asaruleofthumb,youshouldtrytocreateas
manyCustomAudiencesandLookalikeAudiencesaspossible,astheycangiveyougreat
leverageandoptionsforrunningeffectivecampaigns.
HowtoCreateaLookalikeAudience
InInthethesamesameareaareawherewhereyouyoucreatecreateCustomCustomAudiences,Audiences,aanewnewLookalikeLookalikeAudienceAudiencecancanbebe
createdcreatedbybyclickingclickingonon““CreateCreateAudienceAudience””andandthenthenselectingselecting““LookalikeLookalikeAudienceAudience..””YouYoucancan
useusethesethesethreethreesourcessourcestotocreatecreateyouryourLookalikeLookalikeAudience:Audience:
CustomCustomAudience.Audience.
Conversion-TrackingConversion-TrackingPixel.Pixel.
FacebookFacebookBusinessBusinessPage.Page.

98. Figure6.7:ScreenthatFacebookshowswhenyoucreateaLookalikeAudience.
TheminimumaudiencethatcanbeusedtocreateaLookalikeAudienceis100people,but
it’srecommendedthatyouhavealistofatleast150peopletostartwith.Allofthe
audiencesyoucreatecanbefoundintheAudiencesectionsofyourAdsManagerat
www.facebook.com/ads/manager/audiences/manage.Whencreatinganad,youcanuse
theseasabaseaudienceandthenfurthernarrowtheaudiencebyage,gender,orinterest.
58.ImproveyouradperformancebyusingCarouselAds
SeeingSeeingthethesamesametypetypeofofadadoveroverandandoveroveragainagainononFacebookFacebookwillwillultimatelyultimatelygenerategenerate
““bannerbannerblindnessblindness,,””aatermtermusedusedtotodescribedescribeaaphenomenonphenomenonwherewhereaauseruserconsciouslyconsciouslyoror
subconsciouslysubconsciouslyignoresignoresads.ads.FacebookFacebook’’ssnewnewadadformat,format,CarouselCarouselAds,Ads,offersoffersaatotallytotallynewnew
experienceexperiencetotothetheusersusersandandcatchescatchestheirtheirattentionattentionbybyshowingshowingaadifferentdifferentkindkindofofadadthanthan
theytheyareareusedusedto.to.
Figure6.8:TwoexamplesofCarouselAds.

99. CarouselAdsarealsoreferredtoasmulti-productads,sinceyoucanshow3–5imagesin
oneadunit,witheachproducthavingitsowndescription.
CarouselAdsworkperfectlyfore-commercestoresthatdoremarketingbyshowing
productimagestoclientswhohavejustvisitedtheironlinestore.Ingeneral,allbusinesses
shouldtestthesekindsofads.Theyarenotthatwidelyusedyetandgeneratemore
engagementandabetterclick-throughratethantraditionalFacebookads.
59.GrowyouremaillistwithFacebookLeadAds
ExcitedtogrowyouremaillistwithFacebookadvertising?ThenewFacebookLeadsAds
optionoffersagreatleadgenerationopportunitythatwillenableyoutoquicklygeneratea
lotofemailsubscribers.Atthetimeofwritingthisbook,FacebookLeadAdsareonlyfor
mobileads,buttheywilllaterbeavailableforFacebookvideoadsandtraditionaldesktop
adsaswell.
MarketershavelongbeenusingFacebookadvertisingtogeneratenewsletterorwebinar
sign-ups.AccordingtointernaldataatFacebook,ittakes38.5%longertofilloutformsona
mobileplatformthanonadesktop.Thisismainlybecausemostlandingpagesarenot
mobile-optimized,meaningthatusersendupdislikingtheirexperiencefillingoutforms
whenusingamobilephone.
TheThefollowingfollowingarearesomesomeofofthethebenefitsbenefitsofofusingusingFacebookFacebookLeadLeadAdsAdsforforusersusers::
UsersUsershavehavenononeedneedtotovisitvisitaalandinglandingpagepagetotosignsignup,up,butbutcancansignsignupuprightrightininthethe
mobilemobileapp.app.
UsersUsershavehavenononeedneedtotowritewritetheirtheircontactcontactinformation,information,sincesinceinformationinformationisispre-pre-
populatedpopulatedbybyFacebookFacebook(users(userscancanchangechangeorormodifymodifytheirtheircontactcontactinformationinformationifif
needed).needed).
TheThewholewholeprocessprocessisisveryveryquick,quick,sincesincetherethereisisnononeedneedtotovisitvisitaawebsitewebsiteandand
waitwaitforforitittotoload.load.
AfterAftersigningsigningup,up,thetheuserusercancanstaystayononFacebook,Facebook,allowingallowingthemthemtotocontinuecontinuewhatwhat
theytheywereweredoingdoingbefore.before.
TheTheprocessprocessrespectsrespectsthetheprivacyprivacyofofusersusersandandcompaniescompaniescannotcannotre-sellre-sellthetheleadlead
informationinformationtotothird-partythird-partycompanies.companies.
HereHerearearethethebenefitsbenefitsofofFacebookFacebookLeadLeadAdsAdsforforcompaniescompanies::
LeadLeadAdsAdscancanbebeusedusedforformultiple-leadmultiple-leadgenerationgenerationpurposes,purposes,likelikegeneratinggenerating
pre-orders,pre-orders,eventeventregistrations,registrations,productproducttesting,testing,etc.etc.

100. SpecificSpecificformsformscancanbebecreatedcreatedforforeacheachcampaign.campaign.ForForexample,example,youyoucancanalsoalso
includeincludeaashortshortquestionquestionthatthatusersusersneedneedtotorespondrespondto.to.
ItIt’’ssquitequitelikelylikelythatthatthetheleadsleadsgeneratedgeneratedfromfromFacebookFacebookLeadLeadAdsAdsareareofofhighhigh
quality,quality,sincesincepeoplepeoplearearesigningsigningupupwithwiththeirtheirFacebookFacebookemail,email,whichwhichisisusuallyusually
theirtheirmainmainemail,email,whilewhileononaatraditionaltraditionallandinglandingpagepageemailemailform,form,somesomepeoplepeople
signsignupupwithwithdummydummyemails.emails.
TheTheprocessprocesscancanbebeconnectedconnectedwithwithsomesomeCRMCRM(customer(customerrelationshiprelationship
management)management)solutionssolutionslikelikeSalesforce,Salesforce,MarketingMarketingCloud,Cloud,Driftrock,Driftrock,Marketo,Marketo,
andandMaropost.Maropost.ThisThisallowsallowsyouyoutotofollowfollowupupwithwiththetheleads,leads,furtherfurthernurturingnurturingthethe
relationshiprelationshipwithwiththemthemandandbuildingbuildingtrusttrustandandcredibility.credibility.
Intheimagebelow,youcanseetheresultsofmyrecentLeadAdscampaign,which
generatedthefollowingresults:
TotalTotalnumbernumberofofleads:leads:224224
CostCostforforeacheachlead:lead:$0.47$0.47
AmountAmountspent:spent:$105.13$105.13
ThiscampaignwasgeneratedforanaudienceinMexico,wherethecostperleadis
traditionallyabitlowerthanintheUnitedStatesorWesternEuropeancountries,dueto
lesscompetition.
Figure6.9:ExampleresultsofFacebookLeadAdscampaign.
WhencreatingyourfirstLeadAdscampaign,makesureyouhaveanemailfollow-up
sequencethatremindstheleadswheretheysignedup.Mostusersquicklysignupontheir
mobiledevicesandlaterforgetaboutit,butifyouhaveaclearfollow-upcampaign,itwill
helptremendously.
60.Learnfromfrequentlyaskedquestionsrelatedto
advancedFacebookadvertisingstrategies
Herearesomefrequentlyaskedquestionsthatmyconsultingclientsask:

101. YouhavementionedalotofdifferentFacebookadvertising
options,butwouldyourecommendadvertisingthatis
targetedtowardgettingmoreFacebookPageLikes
(Facebookfans)?
Formostbusinesses,thevalueofaFacebookfanisgettinglower(especiallyifyoudon’t
implementthestrategiesmentionedearlieronhowtoimproveengagement)andtherefore,
Iwouldonlyspendasmallportionofyouradvertisingbudgettowardacquiringnewfans.
Localbusinessesareanexceptionandcancreateeffectivecampaignstoincreasetheir
Facebookfansbytargetingpeoplewhoareinterestedintheirproductandarelocated
geographicallyclosetothem.Forexample,anItalianrestaurantcouldtargetpeoplewithin
2milesoftheirlocationandwholikeItalianfood.Formostotherbusinesses,it’smore
beneficialtoincreasetheiremaillist(FacebookLeadAds)thanFacebookLikes.
Iwillnotstartremarketingyet,butshouldIstillinstallthe
Facebookremarketingpixelonmysites?
Absolutely!Oneofthebenefitsofdoingthisisthatitwillstarttocreateyouraudiencenow
andyoucantargetthataudiencewheneveryouareready.Ideally,youshouldinsertthe
Facebookpixelintoasmanywebsitesaspossible,asitwillallowyoutousethepowerof
remarketingmoreeffectively.
IhaveheardofFacebookDynamicProductAds.Whatare
theyexactly?
DynamicProductAdsallowyoutouploadyourproductcatalogue,includingproductname,
description,landingpageURL,etc.,toFacebookandautomaticallyshowalargenumberof
relevantadstoonlineshopperswithouttheneedforcreatingeachadseparately.
YoucanuseDynamicProductAdsonFacebookPowerEditor,andtheyworkonboth
desktopandmobiledevices.
Therearesomanydifferentadoptions,howdoIknow
whichonetochoose?
First,defineyouradvertisingobjectiveandthenanalyzewhichtypeofadwouldbethe
mostsuitableforyou.Forexample,ifyouarealocalbusiness,youshouldstartwith
FacebookLocalAds.Ifyouhavemultipleproductsonsale,CarouselAdsmightworkgreat

102. foryou.Littlebylittle,trytobecomefamiliarwithallofthedifferentadproductsthat
Facebookoffers,astheycanallhelpyoutoreachandengagewithyouridealclients.
ItestedFacebookLeadAds,butsomeleadswere
unresponsiveandoflowquality.
Herearethreeimportantrecommendations:
TryTrytotoimproveimproveyouryourtargetingtargetingandandmakemakesuresureyouyouaudienceaudienceisisinterestedinterestedinin
whateverwhateveryouyouareareoffering.offering.
MakeMakesuresureyouryourcallcalltotoactionactionononthetheLeadLeadAdAdisisclear,clear,sosothetheuseruserknowsknowswhatwhat
exactlyexactlyheheororshesheisisgetting.getting.
MakeMakesuresureyouyoufollowfollowupupwithwithyouryourleadsleadscorrectly,correctly,remindingremindingthemthemaboutaboutwhywhy
theytheysignedsignedupupandandwhowhotheytheycancancontact,contact,ififneeded.needed.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER6:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
SignSignupupwithwithFacebookFacebookBusinessBusinessManagerManager(strategy(strategy51),51),asasitithashasseveralseveral
benefitsbenefitsforforyouryouradvertisingadvertisingactivities.activities.
GetGetfamiliarfamiliarwithwiththetheadvancedadvancedFacebookFacebookadvertisingadvertisingconceptsconceptsofofFacebookFacebook
RemarketingRemarketing(strategy(strategy55)55)andandFacebookFacebookCustomCustomAudiencesAudiences(strategy(strategy56).56).
CurrentlyCurrentlytheytheyarearethethemostmostpowerfulpowerfulfeaturesfeaturesFacebookFacebookoffersoffersandandarearewellwell
worthworththethetimetimeyouyouspendspendlearninglearningthem.them.
TestTesthowhowFacebookFacebookCarouselCarouselAdsAdsworkwork(strategy(strategy58),58),asasyouyoucancanachieveachieve
surprisinglysurprisinglygoodgoodresultsresultswithwiththemthemcomparedcomparedtotootherothertypestypesofofads.ads.

103. CHAPTER7

104. FacebookVideoMarketingStrategies
Personally,Personally,IIconsiderconsiderFacebookFacebookvideovideoadvertisingadvertisingtotobebeoneoneofofthethegreatestgreatestmarketingmarketingandand
advertisingadvertisingopportunitiesopportunitiesofof20162016andand2017.2017.IIhavehavealwaysalwaysbeenbeenfascinatedfascinatedbybythetheimpactimpactofof
videovideomarketingmarketing(you(youcancanlearnlearnmoremorefromfromthethebookbook101101VideoVideoMarketingMarketingTipsTipsandand
StrategiesStrategiesforforSmallSmallBusinessesBusinesses),),andandnownowFacebookFacebookoffersoffersvideovideoadvertisingadvertisingopportunitiesopportunities
whichwhichcancangenerategenerateextremelyextremelybeneficialbeneficialresultsresultsforforyouryourcompany.company.
61.DiscoverwhyFacebookvideoadvertisingissuchabig
opportunityforyourbusiness
Thereareawiderangeofreasonswhyvideoadvertisingisagrowingtrend.Herearejust
fewofthemainreasons.
Movementcatchespeople’sattention
Asmentionedseveraltimesbeforeinthisbook,people’sattentionspansaregetting
shorterallthetime,anditisbecomingmoredifficulttocatchtheirattentionwithjust
traditionalFacebookcontentlikephotosandstatusupdates.Videoofferssomethingnew,
differentandimpactful,andthereforevideocontenthasagreaterchanceofgettingnoticed.
Videobuildstrustandcredibility
Althoughvideosusedforadsarequiteshort,theystillhelptogeneratetrustandcredibility
towardyourcompany.TheuseofvideoisgrowingrapidlyontheInternet,andconsumers
prefertoviewvideocontentbeforedecidingwhethertomakeapurchase.
Statisticsdon’tlie–Facebookvideoishuge
AccordingtoofficialstatisticsfromFacebook,thesocialnetworkhas8billiondailyvideo
viewsandsomearguemorevideosarebeingviewedonFacebookthanonYouTube.This
trendisonlygoingtogrowevenmoreinthefuture.
Facebookvideoadsofferpowerfuloptionsforadvertising
AnadditionalreasonforusingFacebookvideoadsisthefactthatcurrentlyFacebook’s
advertisingplatformistheeasiestforsmallbusinessestostartwithandofferspowerful
featuresthatcanbeusedwiththevideoads,suchaslocaltargeting.
62.AvoidcommonFacebookvideoadvertisingmistakes

105. StartingFacebookvideoadvertisingisnotaseasy,fastorsimpleasthenormalads,since
youneedtocreateavideo.However,itwillbewellworthyourtimebecausetheresults
willbesomuchmoreimpactful.ThefollowingaresomecommonmistakesIrecommend
youtoavoid:
NotNotembracingembracingmobilemobilevideovideomarketing:marketing:AAlargelargepartpartofofyouryourvideosvideoswillwillbebe
viewedviewedononaamobilemobiledevice.device.MakeMakesuresureyouyoutaketakethisthisintointoaccountaccountwhilewhilecreatingcreating
thethevideo.video.ItIt’’ssaagoodgoodpracticepracticetotowatchwatchyouryourvideovideoononaamobilemobilephonephoneorortablettablet
beforebeforeuploadinguploadingitittotoFacebookFacebookandandmakemakesuresureititoffersoffersaaniceniceviewingviewing
experience.experience.MostMostFacebookFacebookusersusersvisitvisitthethesitesiteviaviaFacebookFacebookmobilemobileapplication,application,
sosobeingbeingableabletotocreatecreaterelevantrelevantvideosvideosforforthethemobilemobileaudienceaudiencewillwillhelphelptoto
obtainobtaingoodgoodresults.results.
NotNottakingtakingenoughenoughtimetimeandandeffortefforttotocreatecreateyouryourvideo:video:DonDon’’ttjustjustuseuseanyany
video,video,butbutrather,rather,carefullycarefullyfollowfollowthetheguidelinesguidelinesoutlinedoutlinedininthisthisChapter.Chapter.ItItwillwill
taketakesomesometimetimeatatfirst,first,butbutthetheresultsresultsyouyoucancangenerategeneratewithwithaagoodgoodvideovideo
outweighoutweighthethetimetimeyouyouwillwillspendspendononthethecreationcreationprocess.process.FacebookFacebookusersusersseesee
thethevideovideoadadonontheirtheirownownNewsNewsFeedFeedononFacebook,Facebook,sosothethevideovideobetterbetterbebe
relevantrelevantandandinterestinginterestingforforthem,them,ororelseelseititwillwillbebeignored.ignored.
MakingMakingthethevideovideotootoolonglongandandboring:boring:FocusFocusononcreatingcreatingshortshortvideosvideosthatthatareare
fastfastmoving,moving,communicatingcommunicatingthethemessagemessageclearly,clearly,andandhavinghavingaaclearclearcallcalltoto
actionactionindicatingindicatingwhatwhatusersuserscancandodonextnextififtheytheywantwanttotoknowknowmore.more.
NotNotcreatingcreatingaagoodgoodintroductionintroductionforforyouryourvideo:video:TheThefirstfirst2-42-4secondssecondsofof
youryourvideovideoarearethethemostmostcrucialcrucialandanditit’’ssduringduringthosethosefirstfirstsecondssecondsthatthatthethe
viewerviewerwillwilldecidedecideififheheororsheshewillwillcontinuecontinuewatchingwatchingthethevideo.video.CreatingCreatingaalotlotofof
movementmovementororusingusingdifferentdifferentcolorscolorsduringduringthethefirstfirstsecondssecondsisisaarecommendedrecommended
practice.practice.WatchWatchotherothervideovideoadsadsononFacebook,Facebook,andandtaketakenotesnotesononwhatwhat
techniquestechniquestheytheyuseusetotogetgetpeople'speople'sattentionattentionduringduringthethefirstfirst33seconds.seconds.
NotNotusingusingananattractiveattractivethumbnailthumbnailimage:image:FacebookFacebookallowsallowsyouyoutotouploaduploadaa
thumbnailthumbnailimageimageforforeacheachvideo.video.IfIfyouyoufailfailtotododothis,this,aarandomrandomimageimagewillwillbebe
selectedselectedforforyou,you,typicallytypicallymakingmakingthetheimpactimpactfarfarlesslesspowerfulpowerfulthanthanififyouyoucreatecreate
aaspecificspecificthumbnailthumbnailimageimageforforeacheachvideo.video.Canva.comCanva.comisisthetherecommendedrecommendedtool,tool,
asasIIhavehavementionedmentionedseveralseveraltimestimesbeforebeforeininthisthisbook.book.
Intheexamplebelow,youcanseethethumbnailimageusedbythePillsburycompanyfor
oneofitsrecipevideos,whichisveryrelevantforpeopleinterestinginpreparingfood.

106. Figure7.1:ExamplevideoadfromPillsbury.
--NotNotanalyzinganalyzingthetheresults:results:DonDon’’ttjustjustcreatecreateaavideovideoandandcheckcheckhowhowmanymanyviewsviewsititgot.got.
MakeMakethetheeffortefforttotolearnlearnthethemostmostcrucialcrucialvideovideoadvertisingadvertisingmetricsmetricspresentedpresentedlaterlaterininthisthis
ChapterChapterofofthethebook.book.
--NotNotrecognizingrecognizingthatthatsometimessometimesvideovideoadsadsareareononmute:mute:UsersUsersneedneedtototaptapintointothethe
videovideotototurnturnononthethesound.sound.ThereforeThereforeyouyoucancanuseuseaasmallsmalltexttextremindingremindingthemthemtototurnturnonon
thetheaudio.audio.YouYoucancanalsoalsotrytrytotocreatecreatevideovideoadsadswhichwhichcommunicatecommunicatetheirtheirmessagemessageevenevenifif
theytheyarearemuted,muted,sincesincesomesomeviewersviewersdondon’’ttturnturnononthetheaudio.audio.
63.Usevideostogetmorerepeatcustomers
FacebookremarketingandLookalikeAudiences,combinedwithvideomarketing,isa
powerfulmixthatcanquicklyincreasethereturnoninvestmentofyourcampaigns.As
mentionedearlierinthisbook,Facebookremarketingallowsyoutoshowadstopeople
whoareonyouremaillistorcustomerlist,orhavevisitedcertainpagesofyourwebsite.
Allsmallbusinessesshouldstartusingvideoadstargetingtheircurrentclientsorwebsite
visitors,astheywillallowyoutoshowthemtestimonialsfromyourpreviouscustomersor
quickvideosansweringquestionsothercustomershaveasked.
Currently,thistypeofvideoadisprobablythemosteffectiveandbringsthemostreturnon
investment,astheaudienceissomeonewhoalreadyknowsyourcompany,butjustneedsa
bitmoreinformationbeforebuyingyourproduct.

107. 64.Typesofvideosyoucanuse
InChapterfourofthisbook,Ilistedfourtypesofvideosyourcompanyshouldcreateand
uploadtoyourFacebookPage:
ShortShortvideovideotutorials.tutorials.
VideoVideotestimonialstestimonialsandandcase-studycase-studyvideos.videos.
SlideshowSlideshowvideosvideosorortemplatedtemplatedvideos.videos.
VideoVideopresentationspresentationsofofproducts,products,thethecompany,company,ororemployees.employees.
YoucanreadspecificdescriptionsofeachofthesevideotypesinChapterfour.
Probablythequickestandeasiesttypeofvideoadstocreateareslideshowvideosor
templatedvideosproducedbyanonlinetoolsuchasVeeroll.com,whichIwillcoverlaterin
thisChapter.Eachcompanyshouldtestdifferentvideoslikethesetoseewhatworksbest
forthem.
Sharingvaluabletipsandinformationwiththepeoplewhoviewyourvideocanbe
surprisinglybeneficial.Oneofmyclientscreatedathree-minutevideopromotingtheir
paidtrainingevent.Duringthefirst20secondsofthevideotheydidnotmentionanything
abouttheirpromotion,butsharedavaluabletip.Totheirsurprise,alargenumberof
peoplewhosawthatvideoalsoshareditonFacebookbecauseitwasperceivedasa
valuablevideoratherthanasanadvertisingvideo.Thisisaproperexampleofthe
effectivenessofvideoswhichdon’tseemsliketypicalvideoads,butrathershareuseful
informationwiththeviewer.Trycreatingthesetypesofvideosandmakingthem
interestingandrelevanttoyouridealclients.
65.Getimpressiveresultsbyusingthecorrectaudience
targeting
BeforeBeforecreatingcreatingyouryourvideo,video,taketaketimetimetotoconsiderconsiderhowhowtotofindfindthethemostmostrelevantrelevantaudienceaudienceonon
Facebook.Facebook.YouYoucancanreviewreviewthetheFacebookFacebooktargetingtargetingoptionsoptionsininthetheFacebookFacebookAdvertisingAdvertising
StrategiesStrategiesChapterChapterofofthisthisbook.book.
Onceyouhaveclarityonyourtargetaudience,makesurethefollowingelementsare
relevanttoyourtargetaudience:
ImagesImagesininyouryourvideovideoad.ad.
ContentContentofofyouryourvideovideoad.ad.

108. VideoVideothumbnailthumbnailforforyouryourvideovideoad.ad.
CallCalltotoactionactionininyouryourvideovideoad.ad.
Allofthosefourelementsshouldbeinsynchandveryinterestingtoyourtargetaudience.
Hereisascreenshotoftheresultsforoneofmyclientswhorunsadogtrainingcompanyin
Mallorca,SpainandhasgainedexcellentresultsfromFacebookvideoadsbymakingthem
extremelyrelevantforthetargetaudience.
Resultsthatthiscampaignproducedwere:
VideoVideoviews:views:3,314.3,314.
AmountAmountspent:spent:7.337.33EurosEuros(approximately(approximately88USD).USD).
CostCostperpervideovideoview:view:0.0020.002EurosEuros(approximately(approximately0.00210.0021USD).USD).
Figure7.2:Resultsofthevideoadvertisingcampaign.
It’sworthnotingthatFacebookcountsavideoviewwhensomeonewatchesthefirst3
secondsofthevideo.Therefore,notallofthese3,314viewerswatchedthevideountilthe
end.Nevertheless,theyarestillquiteimpressiveresults.Ifyoupayonly0.002eurosper
videoview,youcangenerate50,000videoviewswith100euros(approximately109USD).
Thesekindsofresultsarepossiblewhenthetargetaudienceiscarefullydefinedandthe
videooffersalotofmovementandinterestingcontentinthefirstfewseconds.Ifthevideo
isnotrelevantforthetargetaudienceandtheyarenotengagingwiththevideo,your
Facebookvideowillendupbeingawasteofmoney.
66.CreatepowerfulvideoadswithVeeroll
Veerollisthemostpowerfulvideoadvertisingtoolthatoffersready-madetemplatesyou
canuseforvideoads.UsingVeerollsavesyoualotoftimeandenablesyoutocreate
compellingvideoswithinfewseconds.
Thisonlinetoolisquiteeasytouseandsomethingthatshouldbetestedoutbyall
companiesinterestedingettingbetteratvideoadvertising.WhenusingVeerollyoucan
selectthetypeoftemplatethatfitsbestforyourcampaignandthenpersonalizeitwithtext

109. andinformation.Afewminutesaftercreatingyourvideo,Veerollwillgiveyoualinkto
downloadthevideoyoujustcreated,whichyoucanthenuploadtoFacebook.
Additionally,Veerollprovidesextensivetrainingandisconstantlyworkingonnew
Facebookvideoadtemplates.
Figure7.3:SomeofthetemplatesVeerolloffersforcreatingFacebookvideoads.
EXPERTEXPERTOPINIONOPINION––GIDEONGIDEONSHALWICKSHALWICK
“Oneofthebiggestopportunitiesonlinerightnowisrunningvideoadsonsocialmediasiteslike
Facebook,YouTube,TwitterandInstagram.
Becausethereisa‘perceived’barriertoentrywithvideoads,competitionisstillverylowcompared
totraditionalpaidadvertisingoptions.Whichmeans...Youcangetextremelytargeted,highly
engagedtraffictoyoursiteatverylowcosts.Whichcompetententrepreneurwouldnotwantthat
fortheirownbusiness?
Allyouneedtogetstartedisacompellingbutshortvideothatextolsallthewonderfulfeaturesof
yourwizzbangnewproductorservice,popitontotherightplatform(forexampleFacebookvideo
adsorYouTubevideoads),andyou'reonyourwaytoawholenewworldofexcellenttraffic
sources.
Asimplewaytomakesurethatyourvideoadconvertsintoviews,leadsandsalesistousea
powerfulsalesformulaforcreatingyourvideos.WeoftenusetheformulaAIDCA:
AstandsforAttention.
IforInterest/Intrigue.
DforDesire.

110. CforConviction.
AforAction.
Thisformulahelpsustocrafthighlyeffectivevideoadscripts.Andthenwesimplyuseexisting
templatestoautomaticallycreatethesevideosforus-noneedforfancygearorexpensivevideo
productionteams!
Sofar,we'vebeengettingSTELLARresultsfromtheseverysimpletemplatedvideoads.Recentlywe
ranasimplesplittesttoseehowwellaprofessionallyproduced‘talkinghead’videowouldcompare
againstoneofthetemplatedvideosweuse.Theresultspresentedintheimagebelowwerenothing
shortofamazing.
Figure7.4:ResultsfromthevideoadvertisingcampaignbyGideonShalwick.
FAsyoucanseeintheimageabove,thetemplatedvideoadOUTPERFORMEDtheprofessional
talkingheadvideo-whichisquiteafeatinandofitselfwhenyouconsiderhowlittleeffortwent
intocreatingthetemplatedvideoad!
Thetemplatedvideoadsentusnewleadsforamere$1.79perlead,whereasthefancytalkinghead
videocostus$2.13!
Giventhatthetemplatedvideoonlytookaround15minutestocreate,andthetalkingheadvideo
tookaround4DAYS,makesthewholetestresultevenmoreamazing!
Whilevideoadvertisingisalreadyaverylucrativeopportunitynottobemissed,Istronglybelieve
thatweareonlyatthebeginningofamassivenewtrendrightnow.Whichmeans,ifyou'reserious
aboutdrivingtonsoftherightkindoftraffictoyoursite,nowisoneofthebesttimestojumponthe
videoadvertisingtrain!”
GideonGideonShalwickShalwick
Co-Founder,Co-Founder,
Veeroll.comVeeroll.com

111. 67.Testdifferentmobileappstocreateyourvideo
Thereareawiderangeofdifferentmobileapplicationsthatallowyoutocreatequickand
shortvideos.Mostoftheseappsworkforcreatingslideshowvideosorshortvideosthat
arecomprisedofphotosandvideoclips.ProbablythemostwellknownappisMagisto,
whichisfreeandavailableoniOSandAndroidoperatingsystems.Therearealotofother
apps,butyoumightwanttostartwithMagisto.
Figure7.5:Magistoapplication.
Thesetypesofslideshowvideoshelptoshareyourproductofferingsorinformationabout
certainnewproductlaunches.Whencreatingavideo,remembertokeepitfastmovingand
optimizedformobileviewing,asmentionedearlierinthisChapter.
Notallofyourvideosshouldbeslideshowvideos,asyouridealclientsalsowanttoseethe
facesofyouremployeesandmightgetboredifyouonlypromoteslideshowvideos.
LinktodownloadMagistoforiPhone:
https://itunes.apple.com/us/app/magisto-video-editor-movie/id486781045
LinktodownloadMagistoforAndroid:
https://play.google.com/store/apps/details?id=com.magisto&hl=en
Facebookhasitsownslideshowvideocreationtool,butit’scurrentlystillquite
rudimentary,andIrecommendusingothermoreprofessionaltoolsandapplications.

112. 68.UploadandoptimizeyourvideoonFacebook
Herearethequickstepsforcreatingyourfirstvideoad.Thisisasimplewalk-through
showingthemainoptions,butnotallthesmalldetails.RememberthatFacebookad
creationinterphasechangesperiodically,soitmightlookabitdifferentthaninthis
example.
--SelectSelectyouryouradadobjective:objective:AsAswillwillallallFacebookFacebookadvertising,advertising,thetheadadcreationcreationprocessprocessstartsstarts
atatwww.facebook.com/ads/createwww.facebook.com/ads/create..FirstFirstyouyouselectselectthetheadadobjective.objective.VideoVideoadsadscancanbebeusedused
withwiththethefollowingfollowingadvertisingadvertisingobjectives:objectives:
BoostBoostyouryourposts.posts.
PromotePromoteyouryourpage.page.
SendSendpeoplepeopletotoyouryourwebsite.website.
IncreaseIncreaseconversionsconversionsononyouryourwebsite.website.
GetGetinstallsinstallsofofyouryourapp.app.
IncreaseIncreaseengagementengagementininyouryourapp.app.
GetGetvideovideoviews.views.
--SelectSelectthethetargettargetaudience:audience:AfterAfterselectingselectingyouryouradadobjective,objective,ononthethenextnextpagepageyouyouselectselect
thethetargettargetaudienceaudienceforforyouryourvideovideoadad(follow(followthetheguidelinesguidelinessharedsharedearlierearlierininthethebook).book).
--SelectSelectbudgetbudgetandandbiddingbiddingoptions:options:ChooseChoosehowhowmuchmuchyouyouwantwanttotospend.spend.StartStartwithwithaa
smallsmalldailydailyamount,amount,testingtestingyouryourresults,results,sosoyouyoucancanincreaseincreasethetheamountamountwhenwhenyouyoustartstart
gettinggettinggoodgoodresults,results,ororpausepausethethecampaigncampaignififthethevideovideoadaddoesdoesnotnotwork.work.
Typicallyit’sgoodtostartwithautomaticbidding,whichhelpsyoutogetthegreatest
amountofviewsatthebestprice.

113. Figure7.6:Facebookvideoadbudgetandbiddingoptions.
--UploadUploadyouryourvideo:video:ononthethenextnextpagepageyouyoucancanuploaduploadyouryourvideovideototoFacebook.Facebook.AsAsshownshowninin
thethepicturepictureabove,above,thethefollowingfollowingarearethethespecificationsspecificationsforforvideovideoads.ads.
Format:Format:.MOV.MOVoror.MP4.MP4files.files.
Resolution:Resolution:atatleastleast720p.720p.
RecommendedRecommendedaspectaspectratio:ratio:widescreenwidescreen(16:9).(16:9).
Facebook:Facebook:6060minutesminutesmax.max.(2.3(2.3GB).GB).
Figure7.7:Videouploadingprocess.

114. --SelectSelectvideovideothumbnail:thumbnail:AfterAfteruploadinguploadingyouryourvideo,video,FacebookFacebookpromptspromptsyouyoutotouploaduploadaa
videovideothumbnailthumbnailororchoosechoosefromfromdifferentdifferentimagesimagestakentakenfromfromthethevideo.video.
-Selecttext,linksandlocationofyourvideoad:
Text:Text:TryTrytotostartstartthethetexttextwithwithaaquestion,question,whichwhichnormallynormallygeneratesgeneratesmoremore
engagementengagementandandgetsgetsviewersviewers’’attention.attention.
CallCalltotoaction:action:choosechoosethethemostmostrelevantrelevantcallcalltotoactionactionfromfromthethefollowingfollowing
options:options:shopshopnow,now,bookbooknow,now,learnlearnmore,more,signup,signup,download,download,andandwatchwatchmore.more.
WebsiteWebsiteURL:URL:EnterEnterthetheURLURLyouyouwantwanttotodirectdirectviewersviewerstotoafterafterwatchingwatchingthethe
video.video.
ChooseChoosewherewhereyouyouwantwantyouryourvideovideoadadtotobebeshown:shown:NormallyNormallyvideovideoadsads
workworkbestbestonondesktopdesktopNewsNewsFeedsFeedsandandmobilemobileNewsNewsFeeds.Feeds.IItendtendtotoremoveremovethethe
optionoptionofofshowingshowingthethevideovideoadadononthetherightrighthandhandcolumn,column,asasititisisaalesslesseffectiveeffective
alternative.alternative.
Figure7.8:ScreenshotofFacebookadcreationprocesswhereyouselecttext,URLand
locationofthead.
Finally,youcanclickon“ReviewOrder,”whichenablesyoutoreviewasummaryofthe
newvideocampaignyouhavecreated,or“PlaceOrder”tostartyourcampaign.

115. FacebookPowerEditorcanalsobeusedforthevideoadcreationprocess.Itofferssome
additionaloptionslikethepossibilitytouselongertextwithyourvideoandthe
opportunitytocreatealotofsimilarcampaignsquickly.
69.Gainvaluableinsightsbyanalyzingvideoadvertising
metrics
Probablythemostimportantpartofasuccessfulvideoadcampaignistheanalysisofthe
results.Firstdefinethemostessentialmetricsofyourcampaign.Theymightbetheamount
ofrevenuegeneratedorthenumberofnewemailsignups.Thosearethenumbersyou
wanttocarefullytrackineachvideocampaign,tolearnwhichadsworkmosteffectively.
Inaddition,youshouldtrackotherkeymetricsrelatedtoyourvideoad.AtFacebookAd
Manager(www.facebook.com/ads/manager),youcanfind11differentmetrics(image
below)relatedtotheperformanceofyourvideoad.Forexample,itisusefultoknowwhat
percentageoftheviewerssaw25%andhowmanysaw50%ofthevideo.
Figure7.9:Facebookvideoadmetrics.
VideoVideoRetentionRetentionDataDatahelpshelpsyouyoutotolearnlearnhowhowyouyoucancanimproveimproveyouryourvideos.videos.InInthetheexampleexample
presentedpresentedininthetheimageimagebelow,below,youyoucancanseeseeananaudienceaudienceretentionretentiongraphgraphfromfromaavideovideowithwithaa
boringboringandandineffectiveineffectivestart.start.AsAsyouyoucancanobserve,observe,duringduringthethefirstfirst1212secondssecondsthethevideovideolosesloses
viewers,viewers,butbutafterafterthethe12-second12-secondmarkmarkthetheviewersviewersstartstarttotopaypaymoremoreattentionattentionandandcontinuecontinue
watchingwatchingthethecontent.content.

116. Thistypeofinformationisvitaltoimproveandtomakemoreeffectivevideos.
Figure7.10:AudienceVideoRetentionGraphcanbefoundonFacebookPageinsightsandit
isshownforthevideosyouuploadtoyourFacebookpage.
70.LearnfromfrequentlyaskedquestionsaboutFacebook
videoads
ThefollowingaresomecommonquestionsIreceivefrompeoplewhoarestartingwith
Facebookvideoads.
CanIcreateFacebookvideoadswhilerunningother
Facebookads?
Sure,youcanrunasmanyadssimultaneouslyasneeded,justremembertovisitFacebook
AdsManageratwww.facebook.com/ads/manageronadailybasistoreviewthead
performance.
Whattypesofvideosadsarethemostvaluableformy
business?
Itdependsonthetypeofbusinessyouoperate,butnormallyallbusinessesshoulduse
videotestimonialsandcustomerstories,astheyservetoincreasecredibilitytowardyour
company.

117. Iwouldalsorecommendcreatingseveralvideosshowcasingyourproductsandemployees,
andalsotryingsomeshortslideshowvideos.
Showingthefacesofpeoplewhoworkforyourcompanyisanimportantcredibility
boosterandhelpsyourcompanytobeperceivedasmore“human.”
CanIusethevideosIhaveonYouTubeasFacebookvideo
ads?
Youcandoit,butIwouldeditandimprovethembeforeuploadingthemtoFacebook.
Typically,aYouTubevideoisabitmoreslow-pacedanddoesn’thaveaninterestingenough
beginningtocatchpeople’sinterest,asisnecessaryforaFacebookvideoad.
SomeofmyclientshavegainedgreatresultsbyeditingYouTubevideosandoptimizing
themfortheFacebookenvironment.
EXPERTEXPERTOPINIONOPINION––KEVINKEVINDAVISDAVIS
“InthiscasestudyyouwillseetheresultswegotforaclientofminebasedinAustraliawhosells
fishinglessons.ThiswasaverysuccessfulcampaignwhereweusedFacebookvideoadvertising
combinedwithaFacebookcontest.
Intheimagesbelow,youcanseethevideoadweusedfortheBarraBasicsfishingcourse,whichhad
thefollowingresults:
Leadsdirectlyfromad:1948
Leadsthroughreferrals:320
Totalleadsthroughcampaign:2,268
ThiscampaignwasfocusedonanaudiencethatlikedfishingrelatedinterestsinQueenslandand
NorthernTerritoryinAustralia,wheremostBarramundifishingisdoneinAustralia.

118. Figure7.11:ExampleFacebookNewsFeedadvertisement.igure..
Figure7.12:ResultsfromContestDomination.
Whencreatingyourvideoad,therearethreekeyingredientstokeepinmindtogetthebestresults.
1)Makesureyourvideoismovingandengaging.Inthiscase,ithighlightedtheexpertandhisclient
catchingtrophyfish.
2)Keepthevideoshortandincludeaclearcalltoactionmessageinthefinalthirdofthevideo.
3)Besuretoincludeaclearcalltoactioninthedescriptionaswellandincludealinktoyour
landingpageinthedescriptionsothateveniftheydon’twatchthewholevideo,theycanstillclick
overtoyourlandingpage.

119. Wehaveseenvideoadsworkbestwithagiveawayorcontesttypeofanoffer.Tomanageour
contestoffersweuseContestDomination,whichhandlesalloftherequirementsforrunninga
contestonFacebook.”
KevinDavis
PaidTrafficStrategist
www.paidtraffic.co
THREESUGGESTEDACTIONSTEPSFROMCHAPTER7:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
BeforeBeforestartingstartingwithwithFacebookFacebookvideovideoadvertising,advertising,studystudythethecommoncommonmistakesmistakes
otherotheradvertisersadvertisersmakemakesharedsharedininstrategystrategy6262andandgetgetreadyreadytotoavoidavoidthem.them.
CreateCreateaalistlistofofwhatwhatyouryourfirstfirstthreethreevideovideoadsadscouldcouldbebeabout.about.CreateCreateyouryourfirstfirst
videovideoadadcampaigncampaignfollowingfollowingthethestepstepbybystepstepinstructionsinstructionsininstrategystrategy68.68.
CarefullyCarefullystudystudythethefrequentlyfrequentlyaskedaskedquestionsquestions(strategy(strategy70),70),asasthosethosewillwillhelphelp
youyoutotoattainattainbetterbetterresults.results.

120. CHAPTER8
InstagramMarketingStrategies
Instagramwasthefirstmajorsocialnetworkthatisamobileapponly,meaningthatyou
cannotcreateanaccountforitorpostcontentonitfromadesktopcomputer.Facebook
boughtInstagramfor$1billionin2012andtodayitisoneofthemostimportantsocial
networksinmanysectors.Withover400millionactiveusersandgrowing,Instagramisa
morerelevantandimportantsocialnetworkforsmallbusinessthanothersocialnetworks
likeTwitterandPinterest.
SomeoftheindustriesinwhichbusinessesarehavingalotofsuccesswithInstagramare
fashion,tourism,fitness,food,homeandliving,andtheautoindustry.Butallkindsof
companiescanbenefitfrommarketingwithInstagramwhenconductedcorrectly,andI
encourageyoutostarttestingthesestrategies.
InthisChapteryouwilldiscovercreativeInstagramstrategiesandinthenextonehowto
useInstagramadvertising.
Figure8.1:Instagrammainwebsiteatwww.instagram.com.

121. 71.LearnbasicInstagramstrategiesbeforeyoustart
sharingcontent
Herearesomebasicstrategiesyouneedtoknowbeforestartingtopostcontent.
DoDoaaquickquicksearchsearchononhowhowotherothercompaniescompaniesininyouryoursectorsectoruseuseInstagram:Instagram:
YouYoucancansearchsearchononGoogleGoogleyouryourcompetitorcompetitor’’ssInstagramInstagramprofiles.profiles.ThisThissearchsearchcancan
bebedonedoneononaadesktopdesktopcomputercomputerevenevenififyouyoudondon’’tthavehaveananInstagramInstagramaccount.account.
YouYoumaymayalsoalsoconsiderconsidervisitingvisitingthetheInstagramInstagramprofilesprofilesofofsomesomebigbigbrandsbrandsjustjusttotogetgetthethefeelfeel
ofofhowhowtheytheyuseusethisthismedium.medium.
Herearesomewell-knownbrandsthatconductsuccessfulInstagrammarketing:
www.instagram.com/nike
www.instagram.com/starbucks
www.instagram.com/lego
www.instagram.com/xbox
ToTofindfindmoremoreofofthese,these,simplysimplyuseusethethesamesameURLURLstructurestructureasasininthetheearlierearlierexamplesexamplesandand
replacereplacethethebrandbrandnamenamewithwiththethenamenameofofthethecompanycompanyyouyouwantwanttotosearch.search.
TakeTaketimetimetotoediteditthethephotosphotosororvideosvideosyouyoupost:post:YouYouwantwanttotosharesharequalityquality
contentcontentandandgenerategenerateaapositivepositiveuseruserexperienceexperienceforforthetheInstagramInstagramusersuserswhowho
viewviewyouryourcontent.content.LaterLaterininthisthisChapterChapteryouyouwillwilldiscoverdiscoverseveralseveralappsappswhichwhich
cancanbebeusedusedtotohelphelpyouyoutotoediteditthethephotosphotosandandvideosvideostotomakemakethemthemmoremore
impactful.impactful.
TryTrytotopostpostaalotlotofofcontent:content:SomeSomesmallsmallbusinessesbusinessessimplysimplyopenopentheirtheir
InstagramInstagramaccounts,accounts,postpostfewfewphotosphotosandandthenthenforgetforgetaboutabouttheirtheiraccount.account.TryTrytoto
bebeactiveactivebybyrespondingrespondingtotocommentscommentsandandquestionsquestionsandandpostingpostingaalotlotofof
interestinginterestingcontent.content.ToTogetgetthethemaximummaximumbenefit,benefit,ititisisrecommendedrecommendedtotoshareshare11––
33photosphotosororvideosvideoseveryeveryday.day.
BeBecreativecreativeandanddifferent:different:AvoidAvoidpostingpostingboringboringimagesimagesofofyouryourcompanycompanylogologo
ororproductproductcatalogue.catalogue.Instead,Instead,showshowyouryouremployeesemployeesinintheirtheirenvironmentenvironmentandand
shareshareimagesimagesfromfromplacesplacesyouryourclientsclientsdondon’’tthavehaveaccessaccessto.to.ForForexample,example,aa
restaurantrestaurantcouldcouldshareshareaashortshortvideovideoshowingshowinghowhowtheytheycookcookoneonedeliciousdeliciousdishdish
ininthethekitchen.kitchen.
72.SetupyourInstagramprofilecorrectly

122. Instagramcanbeagreattoolforsmallbusinesses.Ifyouwanttoexperiencethefullrange
ofbenefitsthatthissocialmedianetworkcanofferforyourcompany,itisimportanttoset
upyourprofilecorrectlyfromthestart.
TakethefollowingstepstomaximizeyoursuccessonInstagram:
DownloadDownloadthetheapp:app:UnlikeUnlikesomesomeotherothersocialsocialmediamediatoolstoolsthatthatallowallowyouyoutoto
createcreateaccountsaccountsthroughthroughaadesktopdesktopbrowser,browser,InstagramInstagramprofilesprofilescancanonlyonlybebe
createdcreatedthroughthroughtheirtheirapps,apps,whichwhichareareavailableavailableforforAndroidAndroidandandiOSiOSusers.users.
BecomeBecomefamiliarfamiliarwithwiththisthissocialsocialnetwork:network:ToTogaingaininsightinsightintointothethewayswaysthatthat
InstagramInstagramcancanbebeusedusedtotoboostboostaabusiness,business,taketakesomesometimetimetotovisitvisitthetheprofilesprofilesofof
atatleastleast1010companiescompaniesininyouryourindustry.industry.SeeSeewhatwhattheytheyarearedoingdoingwellwellandandwhatwhat
theytheycouldcouldbebedoingdoingbetterbetterininorderordertotobenefitbenefitfromfromtheirtheirexperience.experience.AlsoAlsotaketake
somesometimetimetotolooklookupupsomesomeofofthethebiggestbiggestbrandsbrandsthatthatarearecurrentlycurrentlyusingusing
InstagramInstagramasasaabusinessbusinesstool,tool,companiescompanieslikelikeStarbucks,Starbucks,AppleAppleMusic,Music,andand
AmericanAmericanEagle.Eagle.
CreateCreateananaccountaccountname:name:WhenWhenpossible,possible,thisthisshouldshouldbebeyouryourcompanycompanyname.name.IfIf
thatthatnamenameisisalreadyalreadytaken,taken,keepkeepititasassimilarsimilartotoyouryourbrandbrandororbusinessbusinessnamenameasas
possible,possible,allowingallowingcustomerscustomerstotofindfindyouyouquicklyquicklyandandeasily.easily.
AddAddaaprofileprofilepicture:picture:AsAsyouyoulookedlookedatatthetheotherothercompaniescompaniesthatthatareare
successfullysuccessfullyusingusingInstagramInstagramtotoconnectconnectwithwiththeirtheiraudiences,audiences,youyoumaymayhavehave
noticednoticedthatthatthetheprofileprofilepicturespicturesarearenotnotalwaysalwaysaasimplesimplelogo.logo.ItIt’’ssimportantimportanttoto
ensureensurethatthatyouryourpicturepicturenotnotonlyonlyrepresentsrepresentsyouryourbusinessbusinesswell,well,butbutalsoalso
connectsconnectswithwithyouryouraudience.audience.ConsumersConsumerswantwanttotoknowknowthatthattherethereisisaahumanhuman
presencepresencebehindbehindthethebusiness,business,andandnotnotfeelfeellikeliketheytheyarearejustjustinteractinginteractingwithwithaa
corporation.corporation.
WriteWriteaashortshortbiobio::KeepKeepyouryourdescriptiondescriptionshortshortandandprofessional,professional,butbutalsoalsoaddaddaa
touchtouchofofpersonality.personality.DonDon’’ttforgetforgettotoprovideprovideaalinklinktotoyouryourlandinglandingpagepageandand
basicbasiccontactcontactinformation,information,whenwhenpossible.possible.
OptimizeOptimizeyouryoursettings:settings:MakeMakesuresurethatthatyouyoudondon’’ttexcludeexcludepotentialpotentialfollowersfollowers
bybysettingsettingyouryouraccountaccounttoto““private.private.””
AsyoubegintouseInstagramforyourbusiness,remembertoprovidelinkstoandfrom
yourothersocialmediasitessothatcustomerscangettoallofyourcontentquicklyand
easily.Byalsoincludinglinksinyouremailsignatureandonyourbusinesscards,youcan
leverageandmultiplytheeffectthatyourcontenthasonyourcustomers,givingthem
opportunitiestoengagewithyourbrandinmeaningfulwaysonaregularbasis.
73.AvoidcommonInstagrammistakes

123. TypicalmistakesmostsmallbusinessescommitwhenstartingtouseInstagramforthefirst
timeareasfollows:
NotNotbeingbeingactive:active:DonDon’’ttjustjustcreatecreateyouryouraccountaccountandandwait,wait,assumingassumingthatthat
everyoneeveryonewillwillfindfindyouyouandandfollowfollowyou.you.StartStartpostingpostingcontent,content,followingfollowing
interestinginterestingpeoplepeopleandandcompanies,companies,andandengagingengagingwithwithotherotherInstagramInstagramusers.users.
NotNotrespondingrespondingtotocommentscommentsquicklyquickly::AsAsaacompanycompanyyouyouneedneedtotomonitormonitor
youryourInstagramInstagramactivityactivityandandrespondrespondininaatimelytimelymannermannertotoanyanyquestionsquestionsoror
comments.comments.TheThepersonpersonwhowhoisisresponsibleresponsibleforformanagingmanagingInstagramInstagramforforyouryour
companycompanyshouldshouldhavehavenotificationsnotificationssetsetupupininhishisororherhermobilemobilephonephonethatthatalertalert
himhimororherhereveryeverytimetimetherethereisisaanewnewcommentcommentononInstagram.Instagram.
PostingPostingthethesamesametypetypeofofcontentcontentallallthethetime:time:BeBecreativecreativeandandtesttestdifferentdifferent
typestypesofofphotos.photos.YouYouwantwanttotosurprisesurpriseyouryourfollowersfollowerseveryeverynownowandandthenthenwithwith
newnewandandcreativecreativecontent.content.AlsoAlsouseusethethetipstipsrelatedrelatedtotovideovideocontentcontentsharedsharedlaterlater
ininthisthisChapter.Chapter.
NotNotfollowingfollowingnewnewpeople:people:ConstantlyConstantlyfollowfollownewnewinfluentialinfluentialpeoplepeopleininyouryour
sectorsectorandandalsoalsoyouryourclientsclientssosothatthatyouyoucancanengageengagewithwiththem.them.
NotNoteditingeditingyouryourphotosphotos::BeforeBeforeuploadinguploadingtotoInstagram,Instagram,trytrytotoeditedityouryour
photos.photos.YouYoucancanuseuseCanva.comCanva.com(on(onaadesktop)desktop)ororaamobilemobileapplicationapplicationlikelikeOverOver
(available(availableononiOSiOSandandAndroid).Android).TheseTheseeditingeditingappsappsallowallowyouyoutotoaddaddtexttextoror
artworkartworkonontoptopofofyouryourimages,images,makingmakingthemthemmoremoreattractiveattractivelooking.looking.
74.Usethecorrecthashtagstrategy
Hashtags,Hashtags,alsoalsocalledcalledasastagstags,,areareaavitalvitalpartpartofofInstagram.Instagram.TheyTheyallowallowyouyoutotodescribedescribeyouryour
photosphotosandandrelaterelatethemthembackbacktotoyouryourbusinessbusinesswhilewhilealsoalsohelpinghelpingtotodirectdirectfollowersfollowerstotonewnew
content.content.ForForeveryeverypostpostyouyoumakemakeononInstagram,Instagram,youyoushouldshouldincludeincluderoughlyroughly8-118-11hashtagshashtags
thatthatarearerelevantrelevanttotoyouryourbusiness,business,maximizingmaximizingthethebenefitsbenefitsofofhashtagshashtagswithoutwithoutinsertinginserting
tootoomany.many.
Herearesometipsforfindinghashtags:
DetermineDeterminethethebestbesthashtagshashtagsthatthatrelaterelatetotoyouryourproduct:product:SelectSelectthethe
magnifyingmagnifyingglassglassiconiconatatthethebottombottomofofthetheappappandandtypetypeininaakeyword.keyword.IfIfyouyou
ownownaatraveltravelagency,agency,youyoumaymaysimplysimplytypetype““traveltravel””intointothethesearchsearchbarbaratatthethetop.top.
InstagramInstagramwillwillthenthenshowshowyouyouallallofofthethetoptoprelatedrelatedhashtags.hashtags.ThisThiscancanhelphelpyouyou
totodeterminedeterminewhichwhichkeywordskeywordsusersusersarearesearchingsearchingforforandandpostingpostingabout.about.

124. Figure8.2:ExampleofhowtofindmostpopularhashtagsonInstagram.
ReviewReviewyouryourcompetition:competition:SeeSeewhatwhathashtagshashtagsothersothersininyouryourbusinessbusinesssectorsector
areareusingusingandandtaketakeaalooklookatathowhowcustomerscustomersarearerespondingrespondingtotothem.them.
CreateCreateyouryourownownuniqueuniquetags:tags:ThisThisisisaagreatgreatwaywaytotobuildbuildcustomercustomer
involvementinvolvementwithwithyouryourbrand.brand.SaySaythatthatyouyouarearesponsoringsponsoringaa5K5Kfundraiserfundraiserandand
ownownaacoffeecoffeeshop.shop.YouYoumightmightcomecomeupupwithwithsomethingsomethinglikelike#5KCoffeeDash#5KCoffeeDashandand
promotepromoteititatatyouryourphysicalphysicalbusiness,business,encouragingencouragingfollowersfollowerstotopostposttheirtheirownown
picturespicturesusingusingthethetagtagonontheirtheirownownInstagramInstagramaccounts.accounts.
UseUselocallocalhashtags:hashtags:IncorporateIncorporateyouryourcitycityintointoyouryourhashtagshashtagstotoincreaseincreasethethe
likelihoodlikelihoodthatthattouriststouristsandandlocalslocalsareareableabletotoassociateassociateyouryourbusinessbusinesswithwithyouryour
location.location.
CheckCheckoutouttoptophashtagshashtagsthatthatarearecurrentlycurrentlytrendingtrendingworldwideworldwide::YouYoucancanfindfind
thesethesetoptophashtagshashtagsatathttp://websta.me/hothttp://websta.me/hot..RememberRememberthatthatmanymanyofofthesetheseareare
notnotbusinessbusinessrelated,related,sosoonlyonlyuseuseonesonesthatthatareareactuallyactuallyrelevantrelevanttotoyouryourbusiness.business.

125. Onceyouhavedecidedonhashtagsthatyou’dliketouserepeatedly,savethemtoyour
phoneforquickaccess.YoucanalsovisitInstagramphotosyouhavepostedearlierand
addnewhashtagsintocommentsforadditionalpromotion.
75.ImproveyourcontentbyusingthesethreeInstagram
applications
Ifyou’relookingtomakeyourInstagramcontentmorecompellingandinterestingforyour
customers,andencouragethemtoengagewithyourbrand,thereareseveralgreattools
youcanuse.Eachoneofthesetoolsisfree,easytouse,andmadebyInstagram,which
meansthattheyarewellsupportedandupdatedregularly.
CreateanimatedGIFsusingtheBoomerangapplication
WhenyouwanttoaddalittlebitoflifetoyourInstagramcontent,youcanuseBoomerang
tocreateananimatedGIF.AnanimatedGIF(GraphicsInterchangeFormat)isbasicallya
shortsetofimageswithloopedmovement.Thisisagreatstrategytohelpyourcontent
catchtheeyesofyourfollowers.Boomerangisalsogreatforbusinessownerswhowant
theircontenttomakeanemotionalconnectionwiththeirfollowers,makingthemlaughor
makingthemthinkthroughashort,focusedloop.
Figure8.3:Boomerangapplication.
UseHyperlapsetomakefast-movingvideos
Consumerstodayhaveshortattentionspans.Withthedoubleandtriplespeedsettings
availablethroughHyperlapse,youcansharemeaningfulvideoswithoutmakingyour
followersengageforlongperiodsoftime.Thereareanumberofwaysthatyoucanusethis
kindofvideotoshareinformationwithyourclients.Forexample,ifyouwanttoprovidean
overviewofaneventthatyou’vesuccessfullycompletedorshowyourfollowershowto
prepareadeliciousdishfromyourrestaurant,Hyperlapsecanhelpyoutodosoeffectively.

126. Atthistime,HyperlapseisonlyavailableforiOSusers,unliketheothertoolsthatare
mentionedhere,whichareavailableforbothiOSandAndroid.
Figure8.4:Hyperlapseapplication.
EnhanceyourvisualstorytellingskillswiththeLayoutapp
TheLayoutappletsyouseamlesslyintegrateseveralimagesintoasinglepicture,allowing
youtobuildastory.Thereareseveralwaystodothis.Foraboutiquethatsellsvintage
clothing,youmaypiecetogetherseveralitems,tellingastoryofhowsomeonedesignedthe
perfectoutfitforanightonthetown.
Layoutallowsyoutosharemultipleimagesinoneplacewithoutfloodingthefeedsofyour
followerswithalotofindividualpictures.Bybringingtogetherseveralpictures,youcan
catchtheattentionofyourfollowersforalongerperiodoftimeandmakeitmorelikelyfor
themtoexperienceanemotionalconnectionwithyourbrand.
Whenyouwantyourcontenttodrawtheinterestofpotentialcustomersandencourage
themtoconnectwithyourbrand,thesethreetoolsareagreatplacetostart.

127. Figure8.5:Layoutapplication.
76.CreateaseriesofshortvideosonInstagram
ManysmallbusinessesfailtouseoneofthemorepowerfultoolsavailableonInstagram–
shortvideos.Videoscanaddinteresttoyourfeed,shareinformationwithyourfollowers,
andgiveclientsinsightintothethingsthatmakeyourbusinessunique.Thesevideosdon’t
havetobelong–infact,therecommendedlengthisonly7-15seconds.
Herearesometopideasforimplementingvideocontenton
yourInstagramfeed:
GiveGiveyouryourcustomerscustomersaaglimpseglimpseofofwhatwhathappenshappensbehindbehindthethescenes:scenes:ClientsClients
lovelovetotoseeseepersonalitypersonalityininthethebusinessesbusinessestheytheyfollow.follow.AAgreatgreatwaywaytotododothisthisisistoto
showshowaashortshortcompilationcompilationofofyouryouremployeesemployeesgettinggettingpreparedpreparedforforthetheday.day.
DemonstrateDemonstratehowhowyouryourproductsproductsarearemade:made:PeoplePeopletendtendtotovaluevalueaaproductproduct
moremorewhenwhentheytheyrealizerealizehowhowmuchmuchcraftsmanshipcraftsmanshipgoesgoesintointoitsitsdesign.design.GiveGiveaa
shortshortoverviewoverviewofofhowhowyouryourproductsproductscamecametotobe,be,allowingallowingyouryourcustomerscustomerstoto
respondrespondwithwithquestions.questions.
OfferOfferhelpfulhelpfultips:tips:ThisThisisisananespeciallyespeciallygreatgreatideaideaforforbusinessesbusinessesthatthatprovideprovide
consultationsconsultationsororcoaching,coaching,butbutcancanevenevenbebeusedusedforforproduct-basedproduct-basedbusinesses.businesses.
TheThemoremorevaluablevaluablecontentcontentyouyousharesharewithwithyouryourfollowers,followers,thethemoremoretheytheywillwill
startstarttotolikelikeyouyouandandtrusttrustyou.you.
ShareSharecommentscommentsfromfromhappyhappycustomers:customers:PutPuttogethertogetherseveralseveralquickquick
commentscommentsfromfromsatisfiedsatisfiedcustomerscustomerssharingsharingwhywhytheytheychosechosetotopatronizepatronizeyouryour
business.business.

128. DisplayDisplay““beforebefore””andand““afterafter””pictures:pictures:ThisThisisisaagreatgreatsolutionsolutionforforweightweightlossloss
companies,companies,beautybeautysalons,salons,andandotherotherbusinessesbusinessesthatthatwantwanttotosharesharevisualvisualresultsresults
withwiththeirtheircustomers.customers.
ShowShowcontentcontentatatfasterfasterspeeds:speeds:WantWanttotoshowshowsomethingsomethingfromfrombeginningbeginningtoto
end,end,butbutnotnotmakemakeyouryourcustomerscustomerssitsitforforaalonglongtimetimetotowatchwatchit?it?UseUsethethedoubledouble
orortripletriplespeedspeedoptionsoptionstotosharesharethethesamesameinformationinformationininaafunfunway.way.
Ifyougetstuckcreatively,askyourbestcustomerswhatkindsofvideotheywouldliketo
seeandaskfortheirfeedbackonyourcontent.Withalittlebitoftimeandpractice,youcan
enjoythebenefitsthatshortvideosonInstagramcanofferforbusinessowners.
77.Drawuserattentionwithvideocollagesusing
PicPlayPost
ThereareanumberofhelpfulapplicationsforimprovingyourcontentonInstagram,but
definitelymyfavoriteoneisPicPlayPost,whichonlyafewcompaniesuse.Thisappis
availableoniOSandAndroid,andallowsyoutocreatecaptivatingvideosandevenGIF
animations.
OnInstagram,everythingthatisdifferentandnewwillattracttheuser'sattention.With
PicPLayPostyoucanquicklyandeasilycreatevideocollages,showingseveralvideoclips
thatplaysimultaneouslyinsideonevideo.
Theimagebelowshowsanexampleofthistypeofvideocollage.It’savideoforone
restaurantshowingthreedifferentdishesonacertainmenu.Thistypeofcontentsurprises
users,andmakesthemwanttowatchyourcontentmorecarefully.

129. Figure8.6:ExampleInstagramvideocreatedbyPicPlayPostapplication.
LinktodownloadPicPlayPostoniOSstore
https://itunes.apple.com/us/app/picplaypost/id498127541
LinktodownloadPicPlayPostonGoogleplaystore:
https://play.google.com/store/apps/details?id=com.flambestudios.picplaypost
78.AutomateyourInstagramcontentwithHootsuite
Whenyourunasmallbusinessandarelookingtoattractandengagepotentialcustomers
throughsocialmediachannels,itcanbedifficulttofindthetimetodoeverythingthatyou
needtodoinordertobesuccessful.Hootsuiteisaparticularlypowerfulautomationtool
thatcanofferuniquebenefitsforbusinessownerswhoutilizeInstagram.
Hootsuiteisaproductdesignedtomakesocialmediaaccountmanagementeasierand
moreeffectiveforbusinessowners.Itintegratesovereightdifferentsocialmedianetworks
intooneplace,allowinguserstopre-scheduleposts,engagedirectlywithcustomers,and
seealloftheirsocialmediacontentwithinasingleapplication.

130. Figure8.7:HomepageofHootsuite.com.
AdvantagesofHootsuiteforInstagramManagement
TherearenumerousbenefitsforbusinessesthatuseHootsuitetomanagetheirInstagram
accounts.Hootsuiteoffersflexibleschedulingsothatyourcontentcanbeautomatically
postedatpresettimes,ensuringthatyourpicturesreachyourfollowersattimesthatare
convenienttothemandmaximizingtheimpactofeachpost.Additionally,Hootsuiteallows
youtoengagewithyourclients,trackyourcompetitors,andobservebestpracticesfor
businesseslikeyours.Theiranalyticstoolscanalsohelpyoutoseeifyoursocialmedia
strategiesarecurrentlyworkingwelloriftheymayneedtobeadaptedalongtheway.
Asabusinessowner,yourtimeisvaluable.It’simportantthatsocialmediamanagement
doesn’teatintothetimethatyouneedtobeabletofocusonthetasksthatonlyyoucando
withinyourcompany.HootsuitemakesiteasytodelegateInstagramtaskstoother
membersofyourorganization,whilegivingyouoversightoftheiractivitiesalongtheway.
Ifyouinvestinanumberofsocialmediatechnologies,Hootsuitecanalsomanagemanyof
thesetoolsinoneplace,savingtimeandenergyforyouandyourteam.
Notechnologyisperfect.PostsscheduledforInstagramthroughHootsuiterequiresome
stepstobetakenmanually,whichmeansthattheprocessisnotfullyautomated.
Additionally,theremaybealearningcurvetotheinterfaceandreportingfeaturesavailable
intheHootsuiteapp.

131. 79.UseemojiscorrectlyonInstagram
Emojis,whicharealsoknownasemoticons,aresmallimagesthathelptocommunicate
emotions.TheyareoftenusedinsocialmediaformssuchasFacebookandSkype,aswellas
instantmessagingservices,textmessages,andemails.Whiletheymayseemsmallandsilly,
theycanactuallybeverypowerfulwhenusedcorrectlyonInstagram.Inthecontextof
Instagram,emojisarebestusedinthedescriptionsofphotosandincomments.
Figure8.8:DifferentemojisyoucanuseonInstagram.
Studieshaveshownthatbusinesseshavegreatresultswhentheyuseemojistoaddasense
ofemotionorfeelingtowrittentext.Becauseusershavepositiveassociationswithemojis,
usingtheminyourcontentcanhelpyoutobuildtrustwithyourclients,makingiteasyfor
themtodecidetopurchasethroughyourcompany.Theselittlecharacterscanhelptoshow
thehumansideofyourbusiness.
Emojisshouldbeusedwithconsiderationandintentionality.Ifyouhaven’tusedthemon
Instagrambefore,takealookthroughbusinessandpersonalpoststoseehowtheycanbe
usedwell.Whenusingemojis,considerwhattheywillcommunicateanddon’toveruse
themwithinyourcontent.However,bysprinklingthemintoyourcommunicationthrough
Instagram,youcanincreasethepositiveinteractionsyouhavewithyourfollowers.
80.LearnfromfrequentlyaskedquestionsaboutInstagram
Isitrecommendedtouseuser-generatedcontent?
Yes,encourageyourclientsandcustomerstosharephotosofyourbusinessandproducts
onInstagramusingacertainhashtag.Youcanusetheapplicationcalled“Repostfor

132. Instagram”tosharethesephotosonyourInstagram,givingcredittotheauthorsofthe
content.
Typically,theuser-generatedcontentismoreinterestingandrelevanttoyourclientsthan
contentcreatedbyyourcompany.
WhataresometoolsIcanusetoseeanalyticsofmy
Instagramaccount?
Foralongtimethemostwell-knownInstagramanalyticsapplicationwasIconoSquare,but
itrecentlyremovedthe“free”option,andisnowapaidtool.Othersimilarapplicationsthat
cangiveyouinsightsintoyourInstagramactivityaresocialinsight.io,
www.crowdfireapp.comandwww.minter.io.
Inaddition,SimplyMeasuredoffersafreeInstagramanalyticsreportofyouraccountat
http://simplymeasured.com/freebies/instagram-analytics.
Usethesetoolstogetclarityastowhattypeofcontentworksbestforyou,andtogenerate
moreofit.
Figure8.9:AnalysisofmyInstagramaccountbyMinter.io.
Shouldallmypostsbeaboutmycompanyanditsproducts?

133. No,thatwouldbeboringforyourfollowers.Thinkfromthepointofviewofyouraudience
andwhatcouldbeinterestingcontentforthem.Forexample,localeventsorhappeningsor
photosrelatedtocertaintimesoftheyearlikeChristmas,etc…
Also,don’tusecallstoactioninallofyourphotos,butratherbuildtrustandcredibilityby
sharinginterestingadviceandphotosthathavenothingtodowithyourbusiness.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER8:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
IfIfyouyouarearenotnotcurrentlycurrentlyononInstagram,Instagram,setsetupupyouryourprofileprofilefollowingfollowingthethe
recommendationsrecommendationsininstrategystrategy72.72.IfIfyouyoualreadyalreadyhavehaveananaccount,account,makemakesuresureyouyou
havehaveconfiguredconfiguredyouryouraccountaccountaccordingaccordingtotothesethesetips.tips.
DownloadDownloadthethethreethreesuggestedsuggestedapplicationsapplicationsforforInstagramInstagrammarketingmarketingaccordingaccording
totostrategystrategy75.75.AlsoAlsodownloaddownloadPicPlayPostPicPlayPostasasrecommendedrecommendedininstrategystrategy77.77.
LearnLearnfromfromthethemostmostfrequentlyfrequentlyaskedaskedquestionsquestions(strategy(strategy80),80),asastheytheyofferoffer
otherothervaluablevaluableideasideasyouyoucancanimplementimplementininyouryourInstagramInstagrammarketing.marketing.

134. CHAPTER9
InstagramAdvertisingStrategies
In2015Instagramopeneditsadvertisingplatformtoeveryone,andcurrentlyInstagram
adsoffersagreatopportunity,astheplatformdoesnothaveasmuchcompetitionas
Facebookadsdoes.
BeforereadingthisChapter,Irecommendthatyoureviewallthetipsandstrategies
coveredearlierinthisbookregardingFacebookadvertisingstrategies,astherearemany
similaritiesbetweenthetwo.
81.UnderstandtheBasicInstagramadformats
Rightnow,Instagramoffersthreedifferentkindsofads,althoughthereisthepossibility
thatmorewillbeaddedtotheirservicesinthefuture.Unliketheadsthatcanbecreated
forFacebook,Instagramadsareonlyabletobeviewedonmobiledevices.So,asyoudesign
youradsforInstagram,keepinmindthewaysthatyourcontentshouldbeoptimizedfor
mobileviewing.
ThethreeadformatsavailablethroughInstagramareasfollows:
PhotoPhotoads:ads:TheseTheseuseuseaasinglesinglestaticstaticimageimagetotopresentpresentaaproductproductororoffer.offer.WhenWhen
usingusingphotophotoads,ads,makemakesuresurethatthatyouryourimageimageisisrelevantrelevanttotoyouryourbusiness.business.CheckCheck
outoutthetheadsadsforforotherotherbusinessesbusinessesininyouryoursectorsectortotoseeseewhatwhatworksworksbestbestforforyouryour
targettargetaudience.audience.
VideoVideoads:ads:TheseThesearearesimilarsimilartotoFacebookFacebookvideovideoads,ads,sosoreviewreviewthatthatChapterChapterforfor
bestbestpractices.practices.RememberRemembertotouseusemovementmovementandandcolorcolortotokeepkeepyouryourcontentcontent
interestinginterestingandandgivegiveaaclearclearcallcalltotoactionactiontotomaximizemaximizeyouryourimpact.impact.InstagramInstagram
nownowsupportssupportsvideosvideosupuptotoaaminuteminutelong,long,whichwhichcancanbebeviewedviewedininportraitportraitoror
landscapelandscapemode.mode.
CarouselCarouselads:ads:TheseTheseadsadsconsistconsistofofaaseriesseriesofofrelatedrelatedimages.images.TheyTheyareare
particularlyparticularlyhelpfulhelpfulforforcompaniescompaniesthatthatshowcaseshowcaseaalotlotofofproducts,products,suchsuchasas
fashionfashionorore-commercee-commercecompanies,companies,andandcancanbebeaagreatgreatwaywaytototelltellaastorystory
throughthroughyouryourad.ad.
Mostadvertisersbegintheircampaignswithphotoads,butyoucantestoutthevarious
kindsofadsavailablethroughInstagramtoseewhichwillworkbestforyou.
Beforecreatingyourownads,takescreenshotsoftheadsyouseeonInstagramand
analyzewhatwasgoodaboutthemorhowtheycouldbeimproved.AllInstagramadshave
thewordsponsoredinthetoprighthandcorneroftheadandacalltoactionbuttonbelow
thead.

135. 82.Learntomasterthethreeessentialelementsof
InstagramAds
Figure9.1:ExampleInstagramad.
TherearethreedifferentcomponentsthatmakeupeachsuccessfulInstagramad:
CreativeCreative(photo(photoororvideo):video):ThisThisisisthethemostmostimportantimportantcomponentcomponentofofyouryourad.ad.
TakeTaketimetimeplanningplanningandandcreatingcreatingcreativecreativeelementselementsthatthatcouldcouldcatchcatchthetheinterestinterest
ofofyouryouridealidealclients.clients.TheTheidealidealsizesizeofofthetheimageimageisis10801080xx10801080pixels.pixels.IfIfyouyouuseuse
aavideovideoininyouryourad,ad,thethesizesizeshouldshouldnotnotbebebiggerbiggerthanthan3030MB.MB.VideosVideosarearemutedmuted
ononInstagram,Instagram,andandthetheuseruserneedsneedstototaptapintointothethevideovideoininorderordertototurnturnononthethe
sound.sound.
CallCalltotoactionactionbutton:button:EachEachInstagramInstagramadadwillwillcomecomeupupwithwithaacallcalltotoactionaction
buttonbuttonthatthatappearsappearsjustjustunderunderthetheadadimage.image.AtAtthethetimetimeofofwritingwritingthisthisbook,book,
FacebookFacebookallowsallowsyouyoutotouseuseeighteightdifferentdifferentcallscallstotoactionactionononInstagramInstagramads.ads.TheThe
possiblepossiblecallscallstotoactionactioncancanbebeseenseenininthetheimageimagebelow.below.

136. Figure9.2:DifferentcallstoactionyoucanusewithInstagramAds.
CaptionCaptiontext:text:TryTrytotostartstartwithwithaaquestion.question.FocusFocusononthetheendendresultresultyouryouridealideal
clientclientwillwillgetgetwhenwhenclickingclickingononyouryourad.ad.CurrentlyCurrentlythethecharactercharacterlimitlimitisis300300
characterscharactersandandititisisnotnotrecommendedrecommendedtotouseuseaawebsitewebsitelink,link,asasititcannotcannotbebeaa
clickableclickablelink.link.
83.CreateanInstagramaccount
Ifyoudon’talreadyhaveanInstagramaccount,Irecommendcreatingoneaccordingtothe
guidelinesdescribedinthepreviousChapter.Followothercompaniesandaccountsinyour
sectorandtrytogetafeelforhowtheyuseInstagram.Alsoanalyzehowtheyrespondto
commentsandengagewiththeirfollowers.
ThereisawaytocreateInstagramadswithouthavinganInstagramaccount;allyouwould
needisaFacebookBusinessPage.However,thisisnotarecommendedpracticeasithas
thefollowingdrawbacks:
YouYoucannotcannotrespondrespondtotocommentscommentspeoplepeoplewritewriteononyouryourad.ad.ThisThisisisaabigbig
disadvantage,disadvantage,asasengagementengagementisisananimportantimportantpartpartofofthetheInstagramInstagramads.ads.
YourYourFacebookFacebookpagepageandandimageimagewillwillbebeusedusedononyouryourad.ad.WhenWhenpeoplepeopleclickclick
ononit,it,theytheywillwillnotnotbebetakentakentotoyouryourInstagramInstagramprofileprofile(since(sinceyouyoudondon’’tthavehaveone)one)
andandthatthatmightmightconfuseconfusepeoplepeopleandandgenerategeneratedistrust,distrust,asassomesomepeoplepeoplewantwanttoto
visitvisitthetheInstagramInstagramprofileprofileofofthetheadvertiseradvertisertotolearnlearnmoremoreaboutaboutthem.them.

137. 84.RespectandfollowInstagramadqualityguidelines
AsyoudesignInstagramads,itisimportanttofollowtheadqualityguidelines.Setaside
timetoplanwaystomakeyouradsrelevanttoyourtargetaudience.Thebestadsare
usefultopotentialclients.Adsshouldavoidsoundinglikespamorpromisingsomething
that’stoogoodtobetrue.Thesepracticesarenotonlyunprofessional,butcanhurtyour
brandinsteadofhelpit.
Thebestwaytocreateapositiveadexperienceforyourcustomeristokeepyourtext,
images,andlandingpage(thewebpageyouradwillleadto)relevanttoeachotherandto
yourproductorservice.
Instagramhasseveralguidelinestohelpyoutoknowwhattoavoidinanad.Notethat
havingtoomanyadsrejectedmaycauseyouraccounttobeflaggedorsuspendedby
Instagram.
Herearesomecommonthingstoavoid:
BadBadimageimagequalityquality(including(includingunclearunclearimagesimagesororstrangestrangecropping).cropping).
UnclearUnclearwritingwriting(including(includinggrammargrammarandandpunctuationpunctuationerrors).errors).
IrrelevantIrrelevantlinks,links,images,images,orordescriptions.descriptions.
JustasyoushouldforFacebookads,youshouldreadandreviewtheInstagramadpolicies
atwww.facebook.com/policies/ads.
85.StartyourfirstInstagramadvertisingcampaign
StartingtorunyouradsonInstagramisquiteasimilarprocesstothatofrunningFacebook
ads.Herearethebasicstepsyouneedtotakeinordertocreateyourfirstad:
OnOnFacebookFacebookBusinessBusinessManagerManager(which(whichcancanbebefoundfoundatatbusiness.facebook.com),business.facebook.com),
connectconnectyouryourInstagramInstagramaccountaccountwithwithyouryourFacebookFacebookadadaccount.account.
GoGototowww.facebook.com/ads/createwww.facebook.com/ads/createandandselectselectananobjectiveobjectiveforforyouryourInstagramInstagram
ad.ad.TheThemostmostcommoncommonadadobjectivesobjectivesusedusedforforInstagramInstagramadsadsareare““ClicksClickstoto
WebsiteWebsite””andand““VideoVideoViews.Views.””
SelectSelectthethetargettargetaudience,audience,scheduling,scheduling,andandaabudgetbudgetforforyouryourad,ad,asasyouyouwouldwould
dodowhenwhencreatingcreatingaaFacebookFacebookadadcampaign.campaign.NoticeNoticethatthatananestimateestimatewillwillbebegivengiven
ononwhatwhatisisyouryourpotentialpotentialdailydailyreachreachononInstagram,Instagram,asasshownshownininthetheimageimagebelow.below.

138. Figure9.3:ExampleofanestimateddailyreachonInstagram.
ThisThisestimateestimateisiscalculatedcalculatedaccordingaccordingtotoyouryourtargettargetaudienceaudienceandandyouryourdailydailybudget.budget.
UploadUploadthethecontentcontentofofyouryourad,ad,whichwhichcancanbebeananimageimageororaavideo.video.TheTheimageimageyouyouuseuseonon
InstagramInstagramneedsneedstotobebeatatleastleast600600××315315pixelspixels(you(youcancanalwaysalwayschangechangethetheimageimagesizesize
usingusingwww.canva.comwww.canva.com).).IdeallyIdeallyyouryourimageimagewouldwouldbebeaasquaresquare(1:1).(1:1).AfterAfteruploadinguploadingyouryour
image,image,youyoucancanclickclickononthethesmallsmallcropcropiconiconononthethebuttonbuttonininthetherightrighthandhandcornercornerofofthethe
image.image.
Thiswillopenatoolthatallowsyoutoeasilycropyourimagesothattheversionshownon
Instagramisasquare.

139. Figure9.4:Facebookcroppingtoolallowsyoutocropyourimagesoit’sasquare.
ConnectConnectyouryourInstagramInstagramaccount:account:WhenWhenyouyoucreatecreateyouryourInstagramInstagramadadforforthethe
firstfirsttime,time,youyouneedneedtotoconnectconnectyouryourInstagramInstagramaccount.account.ClickClickononthethebuttonbuttonthatthat
hashasthethetexttext““AddAddananAccount.Account.””AApop-uppop-upwindowwindowwillwillopenopenwherewhereyouyoucancanenterenter
thetheusernameusernameandandpasswordpasswordofofyouryouraccountaccounttotoconnectconnectyouryourInstagramInstagramaccount.account.

140. Figure9.5:ConnectInstagramaccountforadvertising.
SelectSelectwhatwhattexttextandandcallcalltotoactionactionyouyouwantwanttotouse:use:EnterEnterthethetexttextyouyouwantwant
totouseusewithwithyouryourad,ad,keepingkeepingininmindmindthatthatthethelimitlimitisis300300characters,characters,andandchoosechoose
aacallcalltotoactionactionbuttonbuttonthatthatwillwillbebeshownshownunderunderyouryouradadimageimage(see(seethetheimageimage
belowbelowasasananexample).example).
Figure9.6:ScreenshotofInstagramadcreationprocess.

141. SelectSelectthetheplacementplacementforforyouryourad:ad:NaturallyNaturallyyouryouradadwillwillbebeshownshownonon
Instagram,Instagram,butbutadditionallyadditionallyyouyoucancanchoosechooseififyouyouwantwanttotoadvertiseadvertiseititalsoalsoonon
FacebookFacebookMobileMobileNewsNewsFeed.Feed.
ToTostartstartyouryourcampaigncampaignclickclickononPlacePlaceOrderOrderbutton.button.
TheInstagramadcreationprocesscanalsobedoneinFacebookPowerEditor,buthereI
coveredhowitisdoneinFacebookAdsManager,asmostuserswillusethatoption.
86.TestFacebookandInstagramadstogether
Onegreatwaytomaximizeyoursocialmediacampaignswithoutspendingalotofextra
timeandmoneyistousetheFacebookadplatformtocreatebothFacebookandInstagram
ads.Becauseyouareonlydealingwithoneinterface,it’sfairlysimpletolearnhowtodoit,
andthereforeyou’llspendlesstimecreatingyourcampaigns.Asyoucreateyourads,you
canusethesametargetingforaudiencesonbothnetworks,definingtheinterests,
demographics,andlocationsthatyouwanttoreach,andyouwillgettoviewthe
approximatenumberofpeoplewhowillseeyouradsbeforehand.
Reproducingthesamecampaignonbothplatformshasseveralbenefits.Imaginethat
someonehopsontotheirFacebookpage,seesyourad,andlater,whentheygotoInstagram,
theyseethesamead.Thiscanreinforcetheoriginaladintheirmindandmakeitfeellikea
muchbiggercampaign.Thiscanbegreatforbusinesses,asitmakespeoplefeellikeyour
companyhasanextensivereach.BytestingyourFacebookandInstagramadstogether,you
canmultiplytheeffectofasingleadandexperiencebetterresults.
Afterabout24hourshavepassed,checkontheanalyticsforyouradcampaignandseeif
oneplatformismoreeffectivethantheother.Ifso,youcanstopthesecondaryadand
continuewiththemoreprofitableone;otherwise,continuetouseboth.
87.TakeintoaccountInstagramadimagebestpractices
AsImentionedearlier,don’tjustuseanyrandomimageinyourad,butrathercarefully
planandcreateimpactfuladimages.
BeBecreative:creative:InInthetheimageimagebelowbelowyouyoucancanseeseeaacreativecreativeInstagramInstagramadadimageimage
whichwhichisisdifferentdifferentandandcatchescatchesusersusers’’attention.attention.

142. Figure9.7:Instagramadimage.
TestTestcartooncartoonororgraphicgraphicimages:images:InInthisthisotherotherimageimagebelowbelowyouyoucancanseeseeanan
exampleexampleofofaacartooncartoonimage,image,whichwhichagainagainisisdifferentdifferentthanthanthetheusualusualimagesimages
peoplepeopleseeseeononInstagram.Instagram.

143. Figure9.8:Instagramadimage.
AvoidAvoidusingusingwithwithtootoomuchmuchwhitewhitecolor:color:InstagramInstagram’’ssbackgroundbackgroundcolorcolorisis
whitewhiteandandthereforethereforeIIrecommendrecommendnotnotusingusingadsadswithwithaalotlotofofwhitewhitecolorcolorininthemthem
sincesincepeoplepeoplewhowhoscrollscrollquicklyquicklyonontheirtheirInstagramInstagramfeedsfeedsprobablyprobablywonwon’’ttnoticenotice
thesethesekindkindofofads.ads.InInthetheimageimagebelowbelowyouyoucancanseeseeoneoneadadimageimagewithwithaalotlotofof
whitewhiteininit.it.

144. Figure9.9:Instagramimageadexample.
TestTestusingusingananarrowarrowdirectingdirectingattentionattentiontotothethecallcalltotoactionactionbutton:button:OnOnthethe
bottombottomleftleftcornercornerofofyouryouradadimageimageyouyoucancaninsertinsertananarrowarrowpointingpointingthetheeyeeyetoto
thethecallcalltotoactionactionbutton.button.AnAnexampleexampleofofthisthispracticepracticecancanbebeseenseenininthetheimageimage
below.below.ThisThiscancansignificantlysignificantlyincreaseincreasethetheamountamountofofclicksclicksthetheadadreceives.receives.

145. Figure9.10:Exampleofusinganarrowtodirectusers’attentiontocallstoaction.
Inaddition,keepinmindthatyoucannotusemorethan20%oftextineachadimage.This
sameruleappliestoimagesusedwithFacebookadvertising.Youcanusethefollowingtool
providedbyFacebooktoseeifyourimagehaslessthan20%oftextinit:
www.facebook.com/ads/tools/text_overlay.
88.TestasmanyimagesaspossibleonInstagram
HereisanexpertopinionfromFacebookandInstagramexpertRoccoBaldassarre,who
sharesaninterestingcasestudyonhowhehelpedoneclienttoachievegreatresultsby
testingdifferentimages.
EXPERTEXPERTOPINIONOPINION––ROCCOROCCOBALDASSARREBALDASSARRE
“OldSchoolLabsisaUSbasedcompanywhosemissionistocreateuncompromising,premium
supplementsforinformedcustomerswhodemandtheverybest.
WedecidedtopromoteaproductcalledVintageBase(2-in-1-multivitaminwithprobiotics)using
InstagramadsbecausewewantedtotestifthefitnesscommunityonInstagramwouldgeneratea
profitablecostperacquisitionratio(CPA).ThegoalofthiscampaignwastohaveCPAorcostfor
eachsaleof10.
TocomparetheeffectivenessofInstagramads,wethendecidedtotestourbestaudiencesfrom
desktopandmobileNewsFeedsonFacebook.
Intheimagebelow,youcanseetheresultsofthecampaignovera30-dayperiod:
-Totalnumberofsales:343.

146. -Costforeachsale:$5.60.
-Amountspent:$1,921.35.
Figure9.11ResultsoftheInstagramcampaignofRoccoBaldassarre.
WhenoptimizingyourInstagramcampaigns,testasmanyimagesaspossible.Theyinfluencethe
CPA(costperacquisition)themost,andadimagesloseeffectivenessiftheyareshowntoooftento
thesameusers.”
RoccoAlbertoBaldassarre
FounderandCEO
www.zebraadvertisement.com
89.TargetyouremaillistorwebsitevisitorsonInstagram
Advertisingtoanaudiencethatalreadyknowsyouwillalwaysbringbetterresultsthan
advertisingforpeoplewhoareseeingyourproductorserviceforthefirsttime.Thatisone
ofthemainreasonswhyremarketingisarecommendedpractice.
InChaptersixofthisbook,wecoveredFacebookremarketingandhowtocreateFacebook
remarketingaudiencesincludingpeoplewhoareonyouremailnewsletterlistorwhohave
visitedyourwebsiteinthepast.YoucantargetthesesameaudienceswithInstagramads.
Forexample,youcantargetyouremailsubscribers,remindingthemaboutanongoing
promotionorofferyoumighthave.

147. Thesetypesofcampaignstendtoperformverywellandgeneratecheapercostperclick
andcostpersaleratiosthantypicalinterest-basedadtargeting.
90.Learnfrommostfrequentlyaskedquestionsabout
InstagramAds
HowcanImeasuretheresultsofmyInstagramcampaign?
ItcanbedoneinFacebookAdsManageratwww.facebook.com/ads/manager,thesame
placeyouanalyzetheresultsfromyourFacebookadcampaigns.InFacebookAdsManager,
youcanalsoedityourInstagramads.
WithTwitteradsyoucantargetahashtagwithyourad.Is
thatpossibleonInstagram?
Targetingahashtagsmeansthatyouradswouldbeshownwhenpeoplesearchfora
specifichashtag.Atthetimeofwritingthisbook,thisoptionisnotavailable,butInstagram
mightstarttoofferthatoptionlater.
ShouldIanswerthecommentspeoplearewritingonmy
Instagramad?
Ofcourse,themorecommentsandengagementyouhaveforyourad,thebetter.Itis
recommendedthatyoutrytoanswereachcommentorquestioninatimelymanner.
HowlongcanmyvideoadsbeonInstagram?
Theyshouldbebetween3and30secondslong.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER9:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.TryTrytoto
completecompletethesethesebeforebeforemovingmovingtotothethenextnextChapter.Chapter.
TakeTaketimetimetotounderstandunderstandthethebasicbasicInstagramInstagramadadformatformat(strategy(strategy81)81)andand
essentialessentialelementselementsofofInstagramInstagramAdsAds(strategy(strategy82).82).
LearnLearnthethebasicbasicInstagramInstagramadadguidelinesguidelinessharedsharedininstrategystrategy84.84.
ReviewReviewthetheInstagramInstagramadadimageimageideasideassharedsharedininstrategystrategy8787andandmakemakeaalistlistofof
youryour33firstfirstpossiblepossibleadsadsandandwhatwhattheytheymightmightbebeabout.about.

149. CHAPTER10

150. FacebookMessengerandWhatsAppStrategies
Instantmobilemessagingisquicklygrowingtobecomeoneofthemostimportantformsof
communicationinthemodernbusinessworld.TwoFacebook-ownedapplications,
WhatsAppandFacebookMessenger,arethemostpopularmessagingappsoffering
innovativewaysforcompaniestocommunicatewiththeircustomers.
OthersimilarappsincludeWeChat,LineandSkype,aswellasViberandSlack,whichare
mostlyusedforinternalcommunicationwithincompanies.However,WhatsAppand
FacebookMessengerarethemostwidelyused,andinthisChapteryouwilldiscovera
numberofstrategiesinwhichthesemoderninstantmessagingappscanbeusedtohelp
youtoincreaseyoursales.
InthebeginningofthisbookIhighlightedtheimportanceofunderstandingyourcustomer
salesfunnel.WhatsAppandFacebookMessengerserveasexcellenttoolstoincreaseyour
salesconversionswithpeoplewhoalreadyknowyourbusinessorwhoarerepeatbuyers.
Therefore,theyarenormallybestforthepeoplewhoareattheendofyoursalesfunnel,
whojustwantmoreinformation,andtheyshouldnotbeusedasspamortosend
unsolicitedmessages.
91.Gaintrustbyquicklyrespondingtocustomerinquiries
onFacebook
Wouldyouliketogainanedgeoveryourcompetitors?Respondingquicklytocustomer
commentsandquestionsonFacebookcangreatlyhelpyoutodothat.
Intoday’sworld,consumersareextremelybusy.Theydependontheirmobiledevicesto
helpthemtosendmessagesandtheyexpecttoreceivearesponsequickly,especiallywhen
dealingwithbusinesses.MuchofthiscommunicationhappensthroughFacebook
Messenger.
Facebooknowoffersamessagetoconsumersthatshowcaseyourcompany’sresponse
timetoinquiries.Thesespecialmessagescanhelpyoutoincreasethenumberofinquiries
youreceive,drivingbusinesstoyoursite,becauseitencouragescustomersto“Message
Now”andexpectafastresponse.

151. Figure10.1:TextonFacebookBusinessPageindicatingtimecompanytakestoanswer
customerinquiries.
Imaginethatyouwanttobuyanarticleofclothing,youhaveaquestionyouwanttoask
andarecomparingyouroptionsbetweentwodifferentsites:Onesiteindicatesthatthey
respondtoinquirieswithinanhourandtheotherdoesnothaveanyindicationofresponse
time.Youwouldprobablybemorelikelytocontactthebusinesswiththeresponsetimeof
withinonehour.
Fastresponsetimeisincreasinglyimportantinmodernbusiness.Ifyouhaveanexcellent
responsetime,Facebookwillallowyou,asthepageadministrator,toaddabadgecalled
“VeryResponsive”tomessages,whichcanofferextravalidationthatcustomerscanrelyon
yourservice.
92.RecognizethehugeimpactFacebookMessengerwill
haveonbusinesses
Withover800millionmonthlyactiveusers,FacebookMessengerisoneofthemost
popularappsintheworldtoday.Itwasnamedasthefastestgrowingappin2015,
accordingtotheNielsencompany.
FacebookisconstantlydevelopingMessengerandseparatingitoutfromtheother
componentsofFacebook.Inparticular,theyareworkingtodevelopinteresting
applicationsforbusinessthroughFacebookMessenger.
WithFacebookMessenger,customerscancontactabusinessthroughitsFacebook
BusinessPage,whichcanthenstartaconversationonMessenger.Manycustomersprefer
thisexperiencetotheoldwayofhavingtosearchthroughawebsitetofindtherightemail
addresstogetintouchwiththerightpersonatacompany,Now,theycansearchforthe
appropriatepersonrightintheMessengerappandquicklymessagethem.
Facebookhasimprovedtheexperienceonthebusinesssidebyallowingcompaniesto
manageconversationsandresponsesthroughthedesktopinterface,availableat
www.messenger.com.Theyhavealsoincludedfeaturesthatallowhigh-qualityvideo
callingtooccurbetweenusers,whichcanbeahelpfultoolforbusinessesaswell.

152. Figure10.2:FacebookMessenger.ImagecreditFacebookatwww.messenger.com.
Facebookiscurrentlyworkingonseveralfeaturesthatwillenhancethewaysthat
companiesdobusiness.Inthefuture,you'llbeabletodothingslikeorderarideonUber,
bookahotelroom,setupanitineraryforyourtrip,ormakeapayment,allthroughthe
FacebookMessengerapp.Theyarealsoimplementinganewdigitalassistantnamed“M”
thatwillhelpuserstofindwhatthey’relookingformorequickly.
Facebookisalsoworkinghardtoattractyoungcustomerstotheirservice.Theirmain
competitorforthisaudienceisSnapchat,whichisnowimprovingtheirmessaging
functionalitytocompetewithFacebookMessenger.
Allofthesefeaturesandtrendswillbevitaltobusinessesastheydeveloptheirbrands
onlineandmaximizethenewtoolsavailablethroughFacebook.
93.BecomefamiliarwiththebasicfeaturesofFacebook
Messenger
HereisanoverviewofthebasicthingsthatyoucancurrentlydowithFacebookMessenger
foryourbusiness:

153. SendSendphotosphotosandandvideosvideostotoyouryourclients:clients:IfIfyouyouareareaarealrealestateestateagent,agent,youyoucancan
sendsendclientsclientspicturespicturesofofaahomehomeororaavideovideotourtourandandcancanevenevenediteditthetheimagesimagestoto
drawdrawattentionattentiontotoparticularparticularfeatures.features.TheTheeditingeditingtooltoolisissimilarsimilartotothetheoneoneinin
Snapchat,Snapchat,whichwhichisispopularpopularwithwiththethemillennialmillennialgeneration.generation.AlwaysAlwayskeepkeep
importantimportantvideosvideosandandpicturespicturesreadilyreadilyavailableavailabletotobebesentsentfromfromyouryourphonephoneoror
computer,computer,butbutrememberremembertotokeepkeepthemthemshortshortandandtotothethepoint.point.
SendSendaudioaudiomessages:messages:ThisThiscancanbebeaagreatgreattooltoolforformaintainingmaintainingthethe““humanhuman””
elementelementofofyouryourbusinessbusinessandandcancanhelphelpyouyoutotocommunicatecommunicatecomplexcomplex
informationinformationquicklyquicklyandandefficiently.efficiently.ForForexample,example,ififyouyouownownaagymgymandandhadhadaa
clientclientaskingaskingaboutaboutaaparticularparticularpackage,package,aafriendlyfriendlyaudioaudiomessagemessagecancanofferoffer
moremoredetaildetailininlesslesstimetimethanthantypingtypingeverythingeverythingintointotexttextform.form.
ShareSharebusinessbusinesslocations:locations:ThisThisfeaturefeatureisisparticularlyparticularlyhelpfulhelpfulforfortravel-basedtravel-based
industriesindustriesthatthatmightmightwantwanttotosharesharedirectionsdirectionsononhowhowtotogetgettototheirtheirbusinesses.businesses.
CommunicateCommunicatewithwithbusinessbusinessassociatesassociatesthroughthroughvideovideocalls:calls:ThisThistooltoolisis
wonderfulwonderfulasasananalternativealternativetotoSkypeSkypeforforthosethosewhowhododointernationalinternationalbusiness.business.
VoiceVoicecallscallscancanbebemademadeforforfreefreeoveroveraaWi-FiWi-Ficonnectionconnectionandandarearehighhighquality.quality.
SendSendanimatedanimatedGIFs:GIFs:WhenWhenyouyouwantwanttotocommunicatecommunicatesomethingsomethingvisually,visually,butbut
ininaaquickquickmanner,manner,sendsendanananimatedanimatedGIF.GIF.TheseThesehavehavesmallersmallerfilefilesizessizesthanthanaa
video,video,butbutcancanbebeanimatedanimatedtotoshowcaseshowcaseseveralseveralimages.images.ThisThisisisaagreatgreatoptionoption
forforrestaurantsrestaurantsororbusinessesbusinessesthatthatwantwanttotohighlighthighlighttheirtheirproducts.products.
SendSendmoney:money:ThisThisfeaturefeatureisiscurrentlycurrentlyonlyonlyavailableavailableininthetheUS.US.ByByusingusingaa
creditcreditcard,card,youyoucancansendsendmoneymoneytotofriendsfriendsandandcolleagues.colleagues.MoreMoreaccessaccessmaymaybebe
availableavailableforforbusinessesbusinessesininthethefuture.future.

154. Figure10.3:SampleFacebookMessengermessage.
StickerscanalsobesentthroughFacebookMessenger,butshouldnotnecessarilybeused
byeverybusiness,asstickerscanbeseenasalessprofessionalcommunicationtool.
However,theirusageisgrowinginpopularityandyoushouldbecomefamiliarwithhow
theywork.
94.Prepareformoreadvancedbusinessapplications
comingsoonthroughBusinessesonMessenger
ThereareanumberoffeaturesthatFacebookiscurrentlyworkingonthatwillbelaunched
soontoassistbusinesses.Rightnow,Facebookistestinganewapplicationcalled
BusinessesonMessengerthatwillallowcompaniestoeffectivelycommunicatewiththeir
clientsbothbeforeandaftertheymakeapurchase.Withover50millionbusinesses
currentlyusingtheFacebookBusinessPages,thiswillprovideanelementofcustomer
servicethathadpreviouslybeenmissingfromtheplatform.
Initsdevelopmentofthistool,FacebookhaspartneredwithZendesk,oneofthetopcloud-
basedcustomerservicetoolsonthemarket.Everline.comisoneofthefirsttobeallowedto
beta-testthistoolforfull-servicecustomersupport.Customerswillbeabletoreceive
notificationswhentheiritemsarriveandaskquestionsofthecustomersupportteamalong
thewayviaFacebookMessenger.Facebook’sgoalwillbetoprovidecompanieswiththe
abilitytoofferseamlessandfrictionlesscustomerserviceinaprofessionalmanner.
Someofthethingsyoucanlookforwardtoarecustomizedlayoutsthatallowbusinessesto
createorderconfirmationsandstandardcommunications.

155. Toeffectivelyprepareforthisbusinesstool,youcanstarttouseMessengerfromtheweb
interfaceatwww.messenger.comandprepareanyvitalinformationsothatyoucanhaveit
readytosendtocustomersatamoment’snotice.Prepareyourcustomersupportteamin
advancesothattheycanrespondquicklyandeffectivelytoinquiriesandcommentsfrom
yourcustomers.
95.GetexcitedaboutthepossibilitiesFacebook’snew
virtualassistant“M”willcreate
Facebookhasbeenworkingonanewvirtualassistant,knownas“M.”Itwillbesimilarin
somewaystoApple’sSiriorGoogleNow,butwillalsolikelyhavefeaturesthataremore
powerful,allowingittoaccomplishmorecomplextasksovertime.Rightnow,Mworkson
FacebookMessenger,butisonlyavailableforbetausers.
Atitslaunch,youwillbeabletoaskMcommonquestions,likehowthestockmarketis
doingthatday,andreceiveaquickresponsewithrelevantlinkstofurtherinformation.
However,moreadvancedfeaturesarealsointheworks.Imaginethatyouwantedto
researchyourcompetitorsinaspecificsector.Mcouldhelpyoudoso.Ifyouwantedto
openalawfirminLondon,youcoulduseMtogatherdetailsaboutthethreelargestfirms
inthearea.Ifyouownedarestaurantandwantedtofindoutwhatyourcompetitors’best
disheswere,Mcouldresearchonlinereviewsitesandprovideyouwiththeanswer.Mwill
alsobeabletohelpyousavetimebyperformingtedioustaskslikemakingacalltocancel
servicesonyourbehalf.
Inthebetarelease,Mdoesnothaveaccesstootherapplicationsonyourphone,likeSiri
does,butsupportforthatfeaturemaybeaddedatalaterdate.Whilesomeoftheinitial
featuresofMmaybelimited,itwillbeabletolearnfromyourresponsesandimproveover
time,whichisknownas“deeplearning.”Businessownerscanexpecttogetthingsdone
morequicklyandefficientlywiththisnewtool.
96.DiscoverhowWhatsAppoffersbigopportunitiesfor
businesscommunication
Withover1billionactiveuserscurrently,WhatsApphasbecomeabigplayerinthe
communicationindustry.OwnedbyFacebook,itisestimatedthatWhatsAppswillreach2-
3billionusersinthenextfewyears.Withalargeuserbase,companiesarestartingtotake
noticeofthewaysthatconsumersprefertouseWhatsAppfortheircommunication.

156. Figure10.4:WhatsApp'swebsiteatwww.whatsapp.com.
HerearesomeofthebenefitsofusingWhatsAppforyourbusiness:
ItIt’’ssfreefreeandandeasyeasytotouse:use:WithWithananintuitiveintuitiveinterface,interface,WhatsAppWhatsAppprovidesprovidesaa
greatgreatcommunicationcommunicationexperienceexperienceatatnonocost.cost.
ItItoffersoffersfastfastresponseresponsetimes:times:UsersUsersarearemoremorelikelylikelytotocheckchecktheirtheir
communicationcommunicationthroughthroughthisthisappappthanthanthroughthroughtheirtheiremailemailorormissedmissedcalls.calls.InIn
business,business,aahugehugetimetimewasterwasterisiswaitingwaitingforforcallscallstotobebereturned.returned.BecauseBecauseusersusers
cancanrespondrespondon-the-go,on-the-go,theytheyareareableabletotorespondrespondfasterfastertotomessagesmessagessentsentthroughthrough
WhatsApp.WhatsApp.
ItItreplacesreplacesSMSSMSmessagesmessages(text(textmessaging):messaging):AlthoughAlthoughsomesomeindustries,industries,likelike
majormajorbanks,banks,maymaystillstilluseuseSMS,SMS,aanumbernumberofofbusinessesbusinessesareareturningturningtoto
WhatsAppWhatsAppinstead.instead.
ItItoffersoffersananalternativealternativetotophonephonecalls:calls:WithWithfreefreecallscallsbetweenbetweenusersusersononWi-FiWi-Fi
networks,networks,WhatsAppWhatsAppcancanallowallowcustomerscustomerstotocallcallyouyouififneeded.needed.WhileWhiletherethereareare
similarsimilarservices,services,suchsuchasasSkype,Skype,thesetheseotherotherservicesservicesareareusuallyusuallyonlyonlyusedusedforfor
placingplacingcallscallsbetweenbetweenpeoplepeoplewhowhoalreadyalreadyknowknoweacheachother.other.ThisThisisisnotnotthethecasecase
withwithWhatsApp.WhatsApp.

157. ItItworksworkswithwithallallmobilemobileplatforms:platforms:ItsItswidewidereachreachisisaabigbigpartpartofofitsitsexplosiveexplosive
growth.growth.
CompaniesarecurrentlyfindingthatconsumersprefertocommunicatethroughWhatsApp.
Withthisinterestfrombusinesses,FacebookwillsoonlaunchWhatsAppforBusiness,
offeringacompetitiveedgeforcompanies.
97.TakeadvantageofthebenefitsWhatsAppoffersfor
businesses
DuringthelastfewyearsIhaveconsultedwithawiderangeofcompaniesonhowtheycan
leveragethegrowingpopularityofWhatsApp.Almostallofthemreportedthattheyhad
surprisinglypositiveexperienceswhenusingWhatsAppwiththeirclientsandareexcited
tocontinuetoutilizethisnewformofcommunicationwiththeirclients.
Herearesomeofthemostcommonbenefitsforbusinessesusingtheapp:
Speed:Speed:WhatsAppWhatsAppisisbecomingbecomingthethefastestfastestwaywaytotosendsendandandreceivereceiveinformation.information.
ClientsClientsarearemoremorelikelylikelytotoseeseeyouryourcontentcontentquicklyquicklyandandrespond,respond,makingmakingititaa
helpfulhelpfultool,tool,especiallyespeciallyforforrepeatrepeatclients.clients.
OpeningOpeningratio:ratio:UsersUsersarearemoremorelikelylikelytotoopenopenyouryourmessagesmessagesthanthantheytheyarearetoto
openopenananemailemailfromfromyouryourcompany.company.
FrequencyFrequencyofofuse:use:UsersUsersareareengagedengagedwithwithWhatsAppWhatsAppfirstfirstthingthingininthethemorning,morning,
throughoutthroughoutthetheday,day,andandbeforebeforetheytheygogototobedbedatatnight.night.
QualityQualityofofcommunication:communication:ManyManyusersuserscommunicatecommunicatewithwithfriendsfriendsandandfamilyfamily
throughthroughWhatsApp.WhatsApp.WhenWhenyouyouuseuseititforforbusinessbusinesscommunicationcommunicationproperly,properly,youyou
arearemoremorelikelylikelytotobebeperceivedperceivedwithwithtrusttrustandandloyalty.loyalty.
PreferredPreferredbybyusers:users:ConsumersConsumersenjoyenjoythethecommunicationcommunicationexperienceexperiencemoremore
thanthanaatraditionaltraditionalphonephonecall.call.
SupportSupportforformanymanykindskindsofofmessages:messages:WhatsAppWhatsAppallowsallowscompaniescompaniestotosendsend
voicevoiceandandvideovideomessages,messages,asaswellwellasastexttextmessages,messages,whichwhichprovidesprovidesthethe
opportunityopportunitytotocreatecreatemoremoreengagingengagingcontentcontentandandbuildbuildbetterbetterrelationshipsrelationships
withwithpotentialpotentialcustomers.customers.
BetterBetterconversionconversionrates:rates:BusinessesBusinesseshavehavefoundfoundthatthatpotentialpotentialcustomerscustomersareare
moremorelikelylikelytotomakemakeaapurchasepurchasewhenwhencommunicationcommunicationisisdonedoneviaviaWhatsAppWhatsApp
thanthanthroughthroughemailemailororoveroverthethephone.phone.
EmojiEmojisupport:support:CompaniesCompaniesthatthatuseuseWhatsAppWhatsAppcancanincludeincludeemojisemojisororemoticonsemoticons
totocommunicatecommunicateemotionsemotionsandandbuildbuildbetterbetterrelationshipsrelationshipswithwithclients.clients.

158. Figure10.5:SampleWhatsAppmessage.
WheneveryouuseWhatsApp,alwaysavoidsendingunsolicitedmessages(spam)toyour
clients,asit’shighlylikelythattherecipientswillidentifythatmessageasspamandblock
you.Ifseveralusersmarkyournumberasblocked,WhatsAppmighteliminateyouruser
account.
Anothercommonmistaketoavoidisaddingclientswhodon’tknoweachothertoa
WhatsAppgroup.Thisisnotarecommendedpracticeandwillonlyannoytheusers.
98.UseaseparatenumberforyourWhatsAppandpromote
it
Insomecases,businessownershavesharedtheirpersonalphonenumberswithclients
andquicklybecomeoverwhelmedbythenumberofWhatsAppmessagestheyhadtodeal
withontheirpersonaldevices.
Toaddressthisissue,itisimportanttogetaseparatephonenumberthatisonlyusedfor
companycommunicationandespeciallyforWhatsApp.Itisfairlyinexpensivetoadda
phonenumberformostbusinesses,andyoumaynotevenhavetopayforacallingplanif
youuseadevicethatcanoperateoveraWi-Finetworkinstead.
Asyousetupanadditionalnumberforyourbusiness,alsosetuprulesaboutwhichperson
orpeopleinyourorganizationwillberesponsibleforsendingtimelyresponses,andlet
yourclientsknowthatyoucanoffercustomersupportdirectlythroughWhatsApp.

159. Besuretoincludeyournewnumberinallofthepromotionalcommunicationforyour
business,listingitatthebottomofyouremails,onflyers,onyourcompanywebsite,andon
yourcompany’sprofilesforsocialmediasites.
99.CreateastrategyforWhatsAppresponsesfromyour
business
CreatingWhatsAppresponseguidelinescanhelpemployeestorespondproperlyandina
timelymannertoquestionsandcommentsfromcustomersviaWhatsApp.WhatsApp
responsescanbedoneonamobiledeviceorthroughWhatsAppweb,foundat
https://web.whatsapp.com,forlongerormoredetailedresponses.
Herearesomeofthetopicsyourcompany’sWhatsAppguidelinesshouldcover:
WhoWhowillwillrespond:respond:WhichWhichdepartmentdepartmentororemployeesemployeesareareresponsibleresponsibleforfor
respondingrespondingtotomessages?messages?DoDotheytheyhavehaveaccessaccesstotothethematerialsmaterialstheytheywillwillneedneedforfor
accurateaccurateresponses?responses?
HowHowthetheresponseresponseisisformulated:formulated:ItItcancanbebehelpfulhelpfultotodevelopdevelopsomesometemplatestemplates
forforcommunication,communication,especiallyespeciallyforforstartingstartingandandendingendingconversations.conversations.ForFor
example,example,youyoumightmightcreatecreateaatemplatetemplatetotosaysay““ThankThankyouyouforfordoingdoingbusinessbusinesswithwith
us.us.WeWe’’rerehereheretotoserveserveyouyouininanyanywaywaywewecan.can.””PrewrittenPrewrittenresponsesresponsescancanbebe
storedstoredininaaphonephoneororononaacomputer.computer.AvoidAvoidusingusingtootoomanymanyprewrittenprewrittenresponses,responses,
whichwhichcancanfeelfeelunfriendlyunfriendlytotoaacustomer.customer.
WhatWhatmediamediawillwillbebeused:used:PhotosPhotosandandvideosvideosofofyouryourproductsproductscancanbebehelpfulhelpful
whenwhenstoredstoredononyouryourphonephoneororcomputercomputerforforeasyeasyaccess.access.ForForexample,example,ifif
someonesomeoneisisinterestedinterestedininaarentalrentalpropertypropertyfromfromyouryourcompany,company,aapicturepictureoror
videovideocancanbebeaabetterbetterwaywaytotoshareshareinformationinformationthanthanwritingwritingoutoutaalonglong
description.description.AudioAudiomessagesmessagescancanalsoalsobebeananeffectiveeffectivetool,tool,whenwhenusedusedcorrectly.correctly.
WhatWhatnextnextstepsstepsneedneedtotobebetaken:taken:AsAsaacustomercustomerbecomesbecomesinterestedinterestedininaa
productproductororservice,service,itit’’ssaagoodgoodideaideatotohavehavestepsstepsininplaceplacetotoencourageencouragethemthemtoto
makemakeaacallcalltotocontinuecontinuethethetransaction.transaction.
Mostimportantly,alwaysmakesuretocommunicateyourbusinesshoursonWhatsApp,as
thiswillallowconsumerstoknowwhentheycanexpectatimelyanswerfromyou.
100.ExpandyourbusinessgloballywithWhatsApp
JMBGroupisaninnovativecompanyinNorthernSpainofferingspecialcleaningmachines
forbusesandtrucks.Earlier,theyjustusedtraditionalpromotionstrategies,butafew
yearsbackIrecommendedthattheystartpromotingtheirWhatsAppnumbermore
prominentlyontheirwebsiteandontheirYouTubevideos.

160. HereiswhatClaudiaAraujofromJMBGrouphadtosayaboutthebenefitsWhatsApphas
giventhem:
EXPERTEXPERTOPINIONOPINION––CLAUDIACLAUDIAARAUJOARAUJO
“Earliertheonlymethodofcontactinguswasaphonenumber,emailoracontactformonour
website.AfterweintroducedourWhatsAppnumberandencouragedpeopletocontactusthere,all
ofasuddenwestartedtoreceiveinquiriesallovertheworldincountrieslikeBrazil,Moroccoand
CostaRica.ThesewerepeoplewhohadseenourproductsonYouTubeorourwebsite,buthadn’t
contactedusbeforesincemakinginternationalphonecallsisexpensiveandwritinganemailis
somethingthattakestimewhenyouareonamobilephone.
TooursurprisetheuseofWhatsApphasgivenushugeopportunitiestoexpandourbusiness
internationallyandtheadditionalbenefitisthatit’ssofastsoyoucanimmediatelyrespondto
peopleandstartbuildingabusinessrelationship.Withemailcommunication,thatwouldtakea
muchlongertime.AtthismomentweuseWhatsAppinseveralwaysandthefollowingarejustsome
ofthem:
Sendofferstocustomerswhohavealreadyboughtsomethingfromus.
Sendlinkstoproductvideostointerestedclients.
WhenourclientswanttoordermoreproductstheyalwayscontactusviaWhatsApp.
WealsouseWhatsApptocommunicatewithclientstomakesuretheorderhasarrived.
WereallyappreciateLasse’srecommendationtouseWhatsAppandnowithelpsustohaveinstant
communicationwithourclientsandtoworkinamoreproductiveway.Iencourageallcompanies
tostartimplementingWhatsAppintheirbusiness.”
ClaudiaClaudiaAraujoAraujo
JMBJMBGroupGroup
www.jmbgrupo.comwww.jmbgrupo.com
101.LeveragethepoweroftheFacebookecosystemand
takeaction
Ihopeyouhavelearnedagreatnumberofbeneficialtipsandstrategiesonhowbestto
utilizeFacebook,Instagram,WhatsAppandFacebookMessengertobenefityourbusiness.
Oneofthekeystrategiesistodesignyouractionplansothatyouwilluseallofthesefour
platformstogetherinordertoachievethegreatestpossibleimpactforyourbusiness.
MostofyourcompetitorsareprobablynottakingadvantageofthewholeFacebook
ecosystem–Facebook,Instagram,WhatsAppandFacebookMessenger–simultaneously,
butrathermaybejustoneortwoofthematthesametime,anditcanbeextremely
beneficialforyourbusinesswhenyouleveragetheentireecosystemcorrectly.

161. Rememberthatjustreadingthesetipsandstrategiesisnotenough,youactuallyneedto
starttakingaction.Irecommendsettingapartsometimeoverthenextfewweeksand
planninghowyoucanimplementthetipsandstrategieswhicharemostimportantforyour
business.
YoumightfinditusefultousethetemplatesandchecklistthatIprovideasbonusesforthe
readersofthisbook.Signuphereorvisitwww.101fb.com/resourcestodownloadyour
bonuses.
THREESUGGESTEDACTIONSTEPSFROMCHAPTER10:
HereHerearearethreethreesuggestedsuggestedactionactionstepsstepsrelatedrelatedtotothethecontentcontentofofthisthisChapter.Chapter.
MakeMakeaalistlistofofhowhowyouryourcompanycompanycouldcoulduseuseFacebookFacebookMessengerMessengerandandwhatwhattypetype
ofofcontentcontent(photos,(photos,videos,videos,etc.)etc.)couldcouldbebesentsenttotopossiblepossiblecustomers.customers.FamiliarizeFamiliarize
yourselfyourselfwithwiththethewebwebinterfaceinterfaceofofFacebookFacebookMessengerMessengeratatwww.messenger.comwww.messenger.com..
GetGetaaseparateseparatephonephonenumbernumberthatthatcancanbebeusedusedforforWhatsAppWhatsAppandandstartstarttoto
promotepromoteititeverywhere.everywhere.
StartStarttotouseuseWhatsApp,WhatsApp,especiallyespeciallywithwithyouryourmostmostloyalloyalcustomers,customers,andandbeginbegintoto
testtestsendingsendingaudioaudiomessages,messages,asastheytheyhelphelpyouyoutotocommunicatecommunicatefasterfasterandandtoto
generategeneratemoremoretrusttrustwithwithusers.users.
Hiremetospeakatyournextevent

162. Thankyouforconsideringmeasaspeakerforyourevent.Ispecializeinhelpingcompanies
andorganizationstobetterunderstandandimplementthelatestdigitalmarketingand
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