Add Facebook to your marketing plan-and watch your sales grow
With 2 billion monthly active users across the world, Facebook has evolved into a community of consumers, creating a primary resource for marketers. This presents a demand for knowledge about how to strategically plan, execute, and analyze a successful Facebook marketing campaign. Now, the trusted Facebook Marketing For Dummies has been fully updated to cover the newest tools and features important to marketers and Facebook page owners.
If you're a marketer looking to effectively add Facebook to your overall marketing mix, consider this book the mecca of Facebook marketing. Inside, you'll discover the psychology of the Facebook user, establish a social media presence, increase your brand awareness, integrate Facebook marketing with other marketing strategies, learn to target a specific audience, and much more.
Develop a desirable community
Sell products and services
Use Facebook events to drive sales
Get new business tips and avoid common mistakes
Whether you're a novice or a pro, you're no stranger to the power of Facebook. And this book makes Facebook marketing that much more exciting and easy!
Facebook Marketing For Dummies, 6th Edition
Description
Table of Contents
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 3
Where to Go from Here 3
Part 1: Getting Started with Facebook Marketing 5
Chapter 1: Marketing in the Age of Facebook 7
What Is Facebook, and Why Is It So Popular? 9
Understanding the Marketing Potential of Facebook 11
Leveraging the power of word-of-mouth marketing 12
Using marketing tools for all kinds of businesses 14
Understanding Why Your Business Needs a Facebook Page 15
Attracting new fans who are friends of customers 16
Changing first-time customers into repeat customers 17
Chapter 2: Researching and Understanding Your Target Audience 19
Defining Your Target Audience 20
Understanding the marketing funnel 20
Understanding the ladder of engagement 21
Defining who your best customers are 22
Selecting demographic criteria for your target audience 23
Using personas to give your target audience personality 24
Researching Target Audiences with Facebook's Ads Manager 25
Discovering How Many Customers Use Facebook 28
Chapter 3: Developing a Facebook Marketing Plan 35
Understanding the Power of Word of Mouth on Facebook 36
Understanding What to Include in Your Marketing Plan 37
Developing Your Value Proposition 38
Understanding Your Audience 39
Defining Your Marketing Goals 41
Building awareness of your brand 41
Driving sales 43
Forming a community with a Facebook Group 44
Listening to feedback 45
Developing Your Content Strategy 46
Encouraging Audience Engagement 48
Creating a rich, customer-centric experience 48
Appreciating your fans and growing your base 49
Monitoring and Reporting Page Activity 51
Using Insights for Pages 51
Creating benchmarks and setting goals 53
Keeping an eye on key metrics 54
Integrating Your Online and Offline Campaigns 55
Deciding on a media budget 56
Hiring an online writer 57
Part 2: Building Your Facebook Presence 59
Chapter 4: Getting Started with a Facebook Page 61
Understanding the Differences among Pages, Timelines, and Groups 62
Timelines are personal, not business 63
Groups are for connection, not promotion 65
Understanding the Anatomy of a Facebook Page 67
Creating a Facebook Page from Scratch 69
Uploading your profile picture 71
Editing your Facebook Page's profile picture 73
Adding a cover photo to your Facebook Page 74
Adding a button (CTA) on your Facebook Page 75
Limiting access to your Page until launch 76
Adding More Information about Your Business 76
Adding Tabs to and Removing Tabs from a Facebook Page 78
Adding more apps to your Facebook Page 79
Adding Page Administrators 80
Getting the Most from Facebook Marketing Resources 81
Understanding Facebook's Terms and Conditions 82
Chapter 5: Configuring Admin Settings for Your Page 83
Configuring Your Page for Maximum Engagement 84
Allowing Threaded Comments on Your Page Updates 85
Limiting Who Can See Your Page Content 86
Configuring Profanity and Moderation Settings 87
Posting as a Page versus Posting as a Profile 88
Switching between posting as a profile and posting as a Page 88
Posting as a Page on other Pages 89
Posting as a profile as a personal choice 90
Knowing the difference between being helpful and spamming 90
Engaging Fans with Your Mobile Phone 91
Posting content and managing your Page with mobile web browsers 91
Posting content and managing your Page with mobile apps 92
Chapter 6: Enhancing Your Facebook Page with Applications 93
Understanding Facebook Applications 94
Yeah, There's an App for That - But Where? 97
Using Third-Party Custom Facebook Page Tab Services 99
Choosing E-Commerce Applications for Your Page 100
Granting Access to Applications 101
Configuring Tabs on Your Facebook Page 102
Changing tab names 102
Changing tab images 102
Changing the order of tabs 104
Removing a tab from your Facebook Page 104
Creating Custom Facebook Tabs with HTML 105
Using the Static HTML: iframe tabs application 105
Designing a custom tab: Tips and recommendations 106
Part 3: Engaging with Your Customers and Prospects on Facebook 109
Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing 111
Understanding How Content Marketing Works on Facebook 112
Understanding the difference between your website and your Facebook Page 112
Understanding how people scan content 114
Understanding how Facebook's News Feed algorithm affects visibility on Facebook 114
Understanding that Facebook users can hide all posts from your Page 116
Creating compelling content for your Facebook Page 116
Knowing your audience 118
Staying on message 119
Defining Your Posting Goals 119
Getting Fans Engaged 120
Saving Time Creating Visual Content 123
Understanding the Importance of Video Content for Marketing 123
Chapter 8: Growing Your Facebook Page's Fan Base 125
Mapping a Launch Strategy for Your Facebook Page 126
Fostering a Sense of Enchantment on Your Facebook Page 126
Preparing Your Facebook Page for Launch 129
Enhancing Your Facebook Page with Content before Launch 129
Adding a Compelling Reason for Users to Like Your Page 130
Adding photos and videos 132
Adding photo albums 133
Adding milestones 134
Making Your Facebook Page Easy to Find in Search Engines 136
Networking with Friends to Launch Your Facebook Page 138
Encouraging your friends to share your Page with their friends 138
Promoting your Page to friends with the Invite feature 139
Using Tagging and Mentions on Facebook to create engagement 140
Leveraging Existing Marketing Assets to Launch Your Facebook Page 142
Your email signature 142
Your email list 143
Printed marketing materials 144
Your blog 144
Webinars 144
YouTube 144
Promoting Your Facebook Page in Your Store 145
Promoting Your Facebook Page by Using Facebook Ads 146
Promoting Your Facebook Page by Using an Integrated Approach 146
Chapter 9: Engaging Your Facebook Fans 149
Understanding What Engagement Really Means 150
What engagement means for word-of-mouth marketing 150
Understanding what engagement on Facebook offers you 151
Understanding how Facebook users engage with your business 151
Measuring Engagement with Facebook Insights 153
Getting Tactical with Engagement on Your Facebook Page 157
Getting Notifications about Facebook Users' Activity 158
Viewing Your Facebook Page's Notifications and Activity Log 159
Responding to Comments and Posts 160
Running Facebook Contests 161
Understanding Facebook rules for contests 161
Using third-party apps for Facebook promotions 162
Creating an effective promotion 162
Chapter 10: Improving Your Marketing Strategy with Facebook Insights 167
Getting Analytical with Facebook Insights 168
Using Facebook Insights 168
Understanding the two types of Likes your Facebook Page receives 169
Accessing Page Insights 169
Exploring Facebook Page Insights 171
Understanding the Overview Report 172
Promoting Your Message by Using the Promotions Report 174
Understanding Your Followers with the Followers Report 175
Using the Likes Report for Smarter Fan Acquisition 176
Reaching Fans with the Reach Report 179
Delving into Engagement with the Page Views Report 181
Using the Page Previews Report to Evaluate Interactions 182
Monitoring Actions on Page Report 183
Evaluating Posts with the Posts Report 185
Evaluating Events with the Events Report 188
Monitoring Engagement with the Video Insights Report 189
Viewing Demographics with the People Report 190
Reviewing the Local Report to Learn about Activity Nearby 191
Using the Shop Report to Evaluate Sales 193
Unlocking Engagement with the Messages Report 194
Exporting Insights Data 196
Using Third-Party Analytics 197
Part 4: Marketing Beyond The Facebook Page 199
Chapter 11: Using Facebook Advertising to Promote Your Business 201
Introducing Facebook Ads 202
Using Facebook Ads as part of your overall marketing mix 203
Understanding how Facebook Ads differ from other online ads 204
Understanding Facebook's targeting options 204
Setting your budget 206
Creating Winning Ads 207
Writing effective copy 207
Choosing the right visuals 208
Simplifying your offer 209
Devising a Landing-Page Strategy for Your Ads 209
Landing on a Facebook location 210
Landing on a website 211
Making sure that your website is responsive 212
Creating a Facebook Ad 212
Step 1: Developing your campaign 213
Step 2: Creating your ad set 215
Step 3: Creating your ad 223
Using an existing post to create your ad 229
Creating Boosted Posts 231
Creating a Boosted Post from your Facebook Page 232
Viewing real-time analytics for Boosted Posts 235
Creating Multiple Campaigns 235
Managing and Measuring Your Ad Campaigns with Ads Manager 236
Looking at your account overview 237
Viewing performance data 238
Viewing campaign details 238
Understanding Other Facebook Ads Manager Features 239
Accessing your Facebook Page from Ads Manager 239
Creating and scheduling Facebook Ad reports 239
Adding other users to your Facebook Ad account 240
Tracking payment transactions 241
Finding out about your business resources 241
Chapter 12: Using Facebook Offers to Sell Products and Services 243
Understanding Facebook Offers 244
Creating an Offer for Your Page 245
Getting the Most from Your Offer 247
Promoting Your Offer 248
Promoting your offer on your Facebook Page 248
Promoting your offer with Facebook Ads 249
Promoting your offer through other marketing channels 250
Chapter 13: Using Facebook Groups and Events for Your Business 251
Discovering Facebook Groups 251
Understanding How Facebook Groups Fit in with Your Business 253
Using Facebook Groups 254
Distinguishing Facebook Groups from Pages 254
Finding a group 256
Joining a group 257
Accessing groups you joined 257
Participating in a group 258
Creating Your Own Facebook Group 259
Securing your group's name 259
Setting up your group 259
Setting up a group URL and email address 262
Configuring other group settings 262
Deleting a group 262
Using Insights with Facebook Groups 263
Using Facebook Events to Promote Your Business 263
Creating an event 264
Changing the cover image of your event 267
Inviting friends to your event 267
Boosting your event 268
Editing your event 268
Exporting your event 269
Following up after an event 269
Chapter 14: Integrating Facebook into Your Other Marketing Channels 271
Making Facebook Part of Your Marketing Mix 272
Posting content new fans can engage with 273
Choosing a custom Facebook username 273
Cross-promoting your Page 275
Leveraging your Facebook presence via email, website, and blog 276
Promoting Your Facebook Presence Offline 277
Networking offline 277
Placing the Facebook logo on signs and in store windows 278
Referencing your Page in ads and product literature 278
Optimizing Your Page for Search Results 278
Using search engine optimization to drive traffic 279
Driving more Likes to your Page 281
Integrating Instagram into Your Other Marketing Channels 281
Making a plan for Instagram 281
Utilizing Instagram Stories 283
Getting Inside Your Customers' Heads 285
Chapter 15: Integrating Facebook Features into Your Website with Social Plugins 287
Extending the Facebook Experience with Social Plugins 288
Adding Plug-In Code to Your Website 291
Integrating Facebook Insights into Your Social Plugins 291
Setting up your website as a Facebook application 292
Adding Comments to Your Website 294
Sharing Embedded Comments to Your Website 296
Creating More Reach with the Embedded Posts Plug-In 297
Displaying Embedded Videos from Facebook 298
Getting More Visibility with the Like Button 299
Sharing Pages Using the Page Plugin 300
Quote Plugin 301
Save Button 303
Allowing for Private Sharing with the Send Button 304
Allowing for Public Sharing with the Share Button 305
Chapter 16: Stepping Up Your Customer Engagement 307
Using Facebook Messenger to Communicate with Customers 307
Benefitting from Messenger 308
Understanding guidelines for Messenger 308
Enabling Messenger 309
Developing a Better Customer Experience 309
Providing customer service with chatbots 309
Using Messenger chatbots 310
Developing chatbots 317
Advertising with Messenger 318
Getting Started with Facebook Live 320
Looking at the benefits of live streaming 320
Understanding the guidelines 321
Setting up Facebook Live 321
Creating Broadcasts That Connect with Customers 327
Part 5: The Part of Tens 331
Chapter 17: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) 333
Think Like a Traditional Marketer 333
Use a Profile to Market Your Business 334
Use a Group to Market Your Business 335
Post with Shortened URLs 335
Wing It 335
Post at Bad Times 336
Be Pushy 336
Sell Too Little 336
Post Lengthy Updates 337
Ignore Comments 337
Chapter 18: Ten Business Tips for Facebook 339
Understand That Business Is Personal 339
Don't Drink and Facebook 340
Keep Things Clean and Civilized 340
Be Careful Friending Strangers 341
Dress Up Your Page with Applications 341
Respect the News Feed 341
Don't Be Afraid to Ignore People 342
Deal with Your Irate Users 342
Don't Forget Birthday Greetings 342
Maintain Your Privacy 343
Chapter 19: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success 345
Know the Language, Eat the Food 345
Understand Why People Share 346
Be Useful and Helpful 346
Listen to Your Fans 346
Consistently Participate 347
Appreciate and Recognize Your Fans 347
Measure and Monitor 348
Be Fearless and Creative 348
Index 349
Author Description
About Diamond
Stephanie Diamond is a marketing thought leader with 20+ years of experience building profits for both small business and multibillion dollar corporations. She is the founder of Digital Media Works, Inc. John Haydon owns Inbound Zombie, a consultancy that provides nonprofits with strategic training about Facebook.