Story: Purpose of learning facebook
When I looked for a long tail keyword on Google, I saw some designers who don’t offer digital marketing as a service. They write it down on a portfolio. I could say they are laser-focused on graphic/web design. or could say stubborn/neglect of latest trend. In my opinion, people don’t feel much value on graphic design anymore. There are many cheap options now. I have to keep adding value to my service.
I don’t bring any my preference to my business. My mission is ‘Building trust through design’. If so, I cannot ignore the influence of social media even I am personally not an active. I would like to help a client as much as I can. I have no choice to neglect social media.
This Digital Marketing 101 is a note of my study at Udemy.com.
Subject: Facebook Business
Needless to say, facebook is the most active social media in the world. According to Statista.com, there is over 2 billion active user in the world.
Almost all companies have a facebook business account. Because Google counts facebook business page for SEO. A company wants to communicate and engage with their customer directly. Companies don’t need to use traditional media with a tremendous huge fee anymore.
I understand some people don’t like social media. I’m personally a non-active facebook user. I don’t have a SnapChat account. If you have a strong principle, it’s okay to deny to use facebook.
However, our preference sometimes doesn’t matter in the business. If a client likes facebook, we should know about facebook as a business, at least more than a client. If facebook generates potential customer for you/client, we should learn about facebook and leverage our business.
Process: Facebook business account
The Process of creating a Facebook Business Page is quite straight forward. Of cause, Facebook much care about user-friendly.
Tips:
– 820 pixels by 360 pixels for Facebook cover photo. 1640 pixels by 720 pixels for better quality.
– 172 pixels by 172 pixels for Facebook ID photo. 344px by 344px for better quality. Recognizable by 40 pixels on the timeline.
– Write description behind cover photo.
Please check tutorial if you need (Usually not). Optimization is extra for you.
– Describe your business at 255 characters.
– Long description of your business on a story at 10000 characters.
– Description and link under the cover photo.
– Posting video.
– Creating playlist.
What can we do at facebook business (& Why?):
– SEO (search engine optimization) at the biggest social media.
– Engage with an audience, create a facebook fan page.
– Build brand loyalty.
– Test 3 levels, campaign(purpose test) , ad set(targeting test) & ad(visual test).
– Search audience insight.
– Utilize facebook pixel, track your audience.
– Synergy with your competitor.
Facebook Ad terminology
Campaign:
A campaign contains one or more ad sets and ads. You’ll choose one advertising objective for each of your campaigns.
Ad set:
Ad sets contain one or more ads. You’ll define your targeting, budget, schedule, bidding and placement at the ad set level.
Custom Audience:
Facebook Custom Audiences are probably your most high-value target audiences as they allow to retarget past website visitors and people who have engaged with your content or app. There are multiple ways to create a Custom Audience, and we’re going to cover each of them briefly.
Looklike Audience:
Facebook Lookalike Audiences let you reach the people who are similar to your existing customer database – making them highly likely to convert as well.
Trafic:
Facebook is going to find all those people in your target audience who have clicked on the similar ads in the past and Facebook will show your ads to those people.
Engaging:
Generally speaking, engagement on Facebook is when people perform actions on your Page. They may like a post, click on a link or comment on an image for example. With Facebook Insights, engagement is defined as post clicks, likes, shares and comments.
Conversions:
Similar to connections, conversions are the metrics that describe the engagement with your advertisements. Conversions are counted when an individual “likes” your page, responds to your event, or installs your app within 28 days from clicking on your ad.
Impressions:
The count of each time an ad or sponsored story is shown.
Reach:
Similar to impressions. Reach is the number of people who see your posts, and is thus a smaller number than impressions. This is because one person seeing your post three times adds three impressions but only one to reach. Reach is divided into three categories.
CPC:
CPC (Cost Per Click) is a type of bid in which you are charged when individuals click on your Facebook Advertisements that then direct them back to your website.
CPM:
CPM (Cost Per Thousand Impressions) is a type of bid in which you are charged when users view your ads, whether or not they click on them.
CTR:
CTR (Click Through Rate) is determined by dividing the number of clicks your ad receives by the number of times shown (impressions) within the same time frame.
PPC:
Pay Per Click, advertising where the impressions are free but the clicks are not. This is the most common form of advertising on Facebook.
PPM:
Pay per 1000 impressions. This type of payment is less common, but it is available on Facebook and LinkedIn. PPM works best for companies that already have “stable revenues correlated with traffic” (source: http://www.ebizroi.com/glossary/ – the best explanation I’ve seen on PPM.). With this type of budgeting, the advertiser needs to measure campaign success using CTR and conversion rates.
Process: Facebook business demo
This video may not for beginner, but I sometimes feel so boring to a step by step tutrial. Don’t you think so? I want to show what facebook can do at the business account.
I created facebook business account for a long time ago. I used it for my library since I had started. It’s totally ignored an audience and I reflected. I defined the purpose to use facebook during I learn social media marketing on Udemy.com.
Purposes:
– Develop a standard social proof / 10K likes.
– Generate traffic to website, blog and Instagram.
– Communicate with others. (I don’t say I’m making a community)
– Collect facebook pixel for future facebook advertising.
Tips:
– Set placement only Feeds.
– $60 is common. $10 to $20 per day if you don’t have a budget.
AdEspresso: Start driving results across Facebook, Instagram and Now Google with a free 14-day trial of AdEspresso.
Process: Facebook audience insights
Facebook Audience Insights
Audience insight is available once you create facebook business account. It had controversial before GDPR (General Data Protection Regulation) has started. In the beginning, I could find a target based on audience’s income/asset (curently unavailable). It was quite transparent (unseculity?).
You can search audience demographics, such as age, gender, interests, and lifestyle, at specific location. We shouldn’t post advertising by sense. We have to utilize a analysed data. Recently, we can precisely reach to target an audience and optimizes a money. How we can ignore it even graphic designer?
Process: Facebook advertising
No one gets 1000 followers overnight except buying (I don’t recommend that). You cannot learn fundamental of facebook business if you don’t spend the money. I spend over $1000 total in 4 years. This is just practice. Let’s try and error. Once you acquire knowledge, experience, and skills, you can offer digital marketing as a service.
Tips:
70%: Own brand related contents post.
20%: Share post. (mention share this post for contents owner)
10%: Promotion post.
Winning Facebook Ads Blueprint With $500k Dropshipper Emma
©Oberlo
Describing set up a campaign step by step is good information. Don’t focus how much her earned. It sounds easy on the video, but I don’t believe so. Let’s emulate and learn the process.
Facebook Blueprint
With more than 90 eLearning courses, Facebook Blueprint helps you learn the skills to move your business forward. – facebook blueprint
Overall business goals:
Awareness: Objectives that generate interest in your business, product or service.
Consideration: Objectives that encourage people to learn more about what your business offers.
Conversion: Objectives that encourage people interested in your business to purchase or use your product or service.
Awareness
Brand Awareness: Increase people’s awareness of your business, brand or service.
Reach: Show your ad/business to as many people as possible in your target audience.
Consideration
Traffic: Drive people from Facebook to any URL you choose, such as your website’s landing page or a blog post.
Engagement: Reach people more likely to engage with your post or Page. Engagement includes Page likes, event responses or offer claims.
App Installs: Send people to the store where they can download your business’s app.
Video: Views Share videos of your business with the people most likely to watch them all the way through and recall seeing them later.
Lead Generation: Create ads that receive contact information from people interested in your product.
Messages: Communicate with potential or existing customers to encourage interest in your business.
Conversion
Conversions: Encourage people to take a specific action on your business’s site, such as add items to a cart, register for your site or make a purchase.
Catalog Sales: Show products from your eCommerce store’s inventory to generate sales.
Store Traffic: Promote your brick and mortar business locations to people nearby.
Conclusion: Present values
According to research, social media presents part of social skills. People recognize a personality of a person/company. You have to define purpose/goal before you’ve started at digital media marketing. Otherwise, you cannot measurement about the success of the project. Your skill of design thinking helps setting social media profile a lot. As a designer (especially UX) always ask myself, what problem/purpose and goal is. Useful skill more than you think.
I put on a lot of facebook information which I learned. I didn’t just consume the information. I watched everything and applied some studies. I would like to share with you a result of my facebook advertising in January (still a process, but on the track, of 2019 resolution).
*My facebook page was only 16 likes in January 1st, 2019. It has reached 1590 likes in February 3rd. My goal is 10K at the end of 2019.
*Update: June 23rd, 2020
In early 2020, I achieved 10K 🎉 If you apply tips above, you will also reach 10K 🎉
Bonus Tips
©Amy Oztan: How to automate Facebook Page invites and get more likes
It’s on September 13th, 2020.
I am managing client Facebook Page for 2 years. Through Facebook Ad, I got a lot of Likes on the client’s post. I was wondering how to increase value of Facebook Ad? I can see that people visit client’s website thought Facebook Ad. It’s a first priority. The number of Likes make a client happy, but my goal is to increase the number of inquiry and client profit. In addition, I wanted to increase a Facebook Page Likes on the client Facebook Page.
I searched for it(ambiguous random keyword) on YouTube. Then, I found the invitation function and Google Chrome extension for auto invitation.
Reference:
facebook business: Connect with the people who will love your business.
facebook blueprint: Build the skills you need to grow your business.
