FACEBOOK OVERVIEW15 Minute ReadIn today\u2019s marketing world Facebook is a massive force. 1.23 Billion active users make it the largest social network in the world, with 62% of users \u201cchecking in\u201d daily. To put that into perspective, that\u2019s 5x the population of the United States and 15% of the world\u2019s population\u2026 who can be reached daily. These numbers have caught the attention of almost every marketer on the planet - with 93% of them creating ad campaigns for the platform. RelevancyFacebook\u2019s ability to hit target markets with such a high level of precision has been fantastic for marketers, BUT it has meant that content is now more important than ever. Facebook owns the average user\u2019s attention for 50 minutes per day. The user spends these 50 minutes looking at content that is interesting, well presented and relevant. It is then implied that high relevancy and quality content equal more engagement. So, to increase your brand engagement it makes sense to have \u201crelevancy\u201d the core of your online content.\u00a0 \u00a0 The key to producing quality content that is relevant rests on your ability to create a relatable, convincing, eye-catching campaign that targets your specific audience, using suitable Facebook ad types and placements. Your campaign\u2019s increase in sales should be correlated to your engagement and awareness about three months into your campaign - with slight variations in time according to your audience. Seem a little chaotic? Each of the headings below address these elements directly and effectively so that the Facebook shadow doesn\u2019t loom quite so large. With your business poised to create huge waves in 2018 you\u2019ll need tools to help you along the way. This ultimate guide to Facebook has been created to show you how to catch those waves and generate sales for your business - so scroll below to take advantage of Facebook in the year ahead.MARKETING CAMPAIGN STRATEGY\u00a0Consistent execution of a well-researched and coordinated strategy will give your business the direction it needs to succeed.\u00a0 \u00a0 This plan should be comprised of an audit of your current marketing standing, objectives for your future performance and all the tools you will use to achieve your strategy. To effectively audit your current marketing performance, you will need to figure out:How many people are currently connecting with you.How your Facebook presence compares to your competitors.The reason you\u2019re here is because you are not satisfied with the above two points - or you are, but you wish to improve on them.Ask yourself two questions before proceedingIs my audience here on Facebook?If so, how are they using this platform?It is vital that during this phase you keep your audience in mind. By doing so your campaign will reflect an intentional direction; one that allows you to quickly react, whilst you hone your online presence. \u2018Be spontaneous with your engagement and customer service rather than your content\u2019 (Sprout Social). \u00a0 \u00a0 The vicious landscape of Facebook will eat your budget up and spit out zero returns if your content is sporadic and disjointed. In the past two years, content consumption on Facebook has increased 57%. So don\u2019t create unrealistic goals that chase vanity metrics like followers and Likes. Instead, implement metrics to measure your: Strategy\u2019s success Leads generated Web referrals Conversion rates \u00a0 Ask Yourself Five Questions Before ProceedingHaving great content to share is essential to succeeding on Facebook. Your Facebook strategy should include a content marketing plan, comprised of strategies for content creation and curation, as well as a content\u00a0calendarThe detailing of this plan should address the following questions:What types of content do you intend to post and promote to reflect your identity on Facebook?Who is your target market for these posts?What reward can the audience stand to gain from your content?How often will you post content?What form will your posts take?What tone will you maintain throughout your campaign?Does your content drive action?\u00a0 All these questions should inherently work towards a cost effective and relevant focus. The importance of the right objective from the outset of your campaign - and the answers to the above questions - should appear paramount as you descend through this guide. Now that you have your overarching strategy - communicable across the duration of your campaign - it\u2019s time to fill in your objectives directly to the platform.\u00a0\u00a0SETTING UP YOUR FACEBOOK STRATEGYIn this stage you will essentially tell Facebook what you wish to achieve from the get-go - paving the way for a campaign that sympathises with your customer\u2019s needs. Facebook now has 12 choices for any business wishing to launch a marketing campaign on the platform, these include:Brand & local awarenessReachTrafficPost engagementPage likesEvent responsesApp installsVideo viewsLead generationConversionsProduct catalogue salesStore visitsSelecting the objective that best matches your overarching digital marketing strategy is crucial, as it will later effect your ad delivery and conversion rates. To ease some of the pressure though, all of these can be aligned to fit three main marketing strategies:Awareness - objectives that generate interest in your productInquiries and relationship building - objectives that get people looking for your services or productsConversions - objectives that generate leads for your customers to click through and purchase a product or service.\u00a0 \u00a0 If you\u2019re still unsure of how to allocate your content, you can follow the rule-of-marketing-thirds - a formula that allocates equal weight to promotion, sharing ideas and personal interactions with your audience. To kick off your campaign crusade will require 3-4 robust objectives that support your business\u2019 umbrella strategy. Any objective within this strategy should possess a constant direction throughout the life of your campaign. It is vital that your campaign objectives are analysed once the campaign is finished.\u00a0These\u00a0will need to be updated according to changing perceptions of your product and potential algorithm changes - this will keep your brand relevant through constant focus on your customers. \u00a0 \u00a0TARGET YOUR AUDIENCEKNOW YOUR AUDIENCEKnowing who you\u2019re talking to before you start a conversation is as important on Facebook as it is in real life. Gaining a favourable rapport with any audience starts with your ability to tailor what you say to how they will react. All content that you publish to your target market is what you\u2019ve chosen to say, it must incur a favourable reaction to improve you image. So knowing your Facebook audience while you create content is the key to effective targeting. Paying attention to conversations and trending topics on Facebook is the simplest way to directly gauge what interests your prospective audience. This will help you define what they are passionate about, and with what content to best approach them - like listening to what they\u2019re interested in before you speak. You must harness the power of Facebook\u2019s ad platform to build your audience.\u00a0\u00a0Case studies have proven that this can result in an ROI up to 3x higher than if you don\u2019t target a specific audience (Facebook). To specify your audience requires creation of demographics, or niches, to cost and time effectively incentivise product-related actions to your target market.FACEBOOK AUDIENCESSaved AudiencesThese are audiences you can define through people\u2019s interests, age, gender, income level - and other demographic qualities they possess. Saved audiences can be created in the campaign setup phase - recommended - or through the audience manager - when your campaign objectives change. As mentioned before it is best to have a clear idea of who your audience is prior to setting up your campaign.Location Based TargetingThis option allows you to target people in specific locations, I.e. Country, state, city, postal code, specific address radius - the key is to be specific but not to limit yourself when considering multiple demographics. This can be narrowed further by choosing: Everyone in this location (default) People: Who live in this location Were recently in this location Travelling to this locationDemographic Based TargetingMultiple entries are allowed to hone your audience type based on generic traits and lifestyle. \u00a0 \u00a0Interest Based TargetingThis option targets people specifically interested in a subject or brand related to your product. They produce the highest quality leads to your site, as your ads are incredibly relevant to the trending topics your audience are interested in. By providing adjacencies to their browsing topic, you can broaden your reach without wasted clicks. This feature allows you to target people interested in your competitors, your market, magazines, blogs and hobbies.Behaviour Based TargetingThese use previous actions and interaction history to gauge audience\u2019s potential affability to your site. This method uses metrics to analyse audience purchase history, pages they like, life events etc. to anticipate user\u2019s future purchase decisions - optimal for hotels and travel sites.Custom Audiences \u00a0 These audiences are highly valuable for virtually all businesses, as they allow you to retarget past website visitors and people who have previously engaged with your content. You can set these audiences by using the following methods:Creating Custom Audiences from Customer FilesThis targeting option is based around your existing customer logs and information gathered on your audience I.e. lists of emails, phone numbers and other personal information.Creating Audiences Based on Website TrafficAudiences that have previously engaged with your website are potential customers that have expressed interest in your marketing content. To analyse (and cookie) audiences based on your website traffic, you will first need to download Facebook Pixel. Automated tracking systems then relay your advertisements onto user\u2019s Facebook interfaces, to keep your brand at the forefront of customers\u2019 minds.Create Custom Audiences Based on EngagementThis resource lets you target users that have engaged with your content on Facebook e.g. viewed your videos or liked your page posts. These audiences have expressed direct interest in your content, giving you the opportunity to effectively teach them about your product.Lookalike Audiences (AdEspresso) \u00a0 Facebook Lookalike tools let you reach audiences who are similar to your existing customer database \u2013 making them highly likely to convert sales. This tool helps you extend your ad campaign reach so you can target people with existing interest in your market or industry. First, a source audience (custom audience) must be chosen, then Facebook identifies common qualities of the people within that pool of 1,000 to 50,000 people (size recommended by Facebook).DEFINE YOUR AUDIENCE BY CREATING DEMOGRAPHICS \u00a0 How you define your audience will lay the groundwork for your whole marketing strategy\u2019s performance. This comes down to selecting relevant demographics. Data points that narrow your audience into: Age Location Occupation Interests etc. All of these are itemised when creating a Facebook ad - regardless of the ad type or goals - to allow marketers the opportunity to fill in details based on target reach. The more niche your target market, the more likely it is to resonate with users. This will produce higher quality leads.DEFINE YOUR AUDIENCE BY CREATING PERSONAS (AdEspresso)Different to demographics, buyer personas are fictional identities created from your target audience. They are archetypes of your ideal customers (AdEspresso).Personas help you understand everything about your customer - including what they require to convert and purchase from you. Understanding your audience is critical to developing how your product or service is perceived, it will dictate everything that pertains to obtaining and retaining your audience.\u00a0Why You Need Personas \u00a0 Personas drive sales and increase customer retention to create relevant messages that attract niche audiences. You\u2019ll be able to connect to your customers through highly targeted messages, because you can imagine certain instances where your audience would use your products. Usage of your product will vary, so it\u2019s important you have a wide enough customer scope. To tailor your marketing to each of the branches in this scope will require a mock-up of that type of audience, i.e. a persona. This will help segment instances of of how customers use your product differently - to later appeal to them through advertisements that target their usage. \u00a0 What you need to know about your PersonasTo create an imaginary potential buyer of your product requires stepping into their proverbial shoes and understanding what makes them tick. These archetypes should be as close to the real thing as possible, and be based on real data to target their: Background - interests, occupation Identifiers - buzzwords or tone used to address them Goals - what they strive towards, where they think they are now, and what plans might dictate their future actions Challenges & Pain Points - any roadblocks in their lives that can be fixed or aided by the presence of your product Queries & Complaints - common objections or uncertainty towards your product; will allow counter arguments Once you research each of the above parameters to breathe life into your persona, you should begin to almost sympathise with your character\u2019s situation. If you can see why audiences need your product, you can fit the same product into each of their lives - no matter how different their lives may be. Here is an in depth workbook to help you create the perfect buyer personas around your product.CREATE PERSONAS USING FACEBOOK\u2019S AUDIENCE INSIGHTS \u00a0 Using Facebook\u2019s audience insights is a great tool you can use to create the right persona, as it enables you to narrow down your audience on the marketing platform itself. However, first you must choose the right target audience. You can choose to examine different audiences using all of Facebook\u2019s users or all the people on your existing page. However, neither of these will give you enough specificity when breaking your audience down into each respective niche. These are not your audiences, and as such aren\u2019t the customers that you need to target. Use custom audiences to better achieve the level of specificity required to create a persona, rather than broader audiences elsewhere. Demographic information is easily accessible, and can help you identify commonalities and trends that exist between your target audiences. It\u2019s also a great tool to use as a guide if you\u2019re stuck with generating the above lists on audience interests etc. A beginner guide to how you can create audience personas can be found in the following link from Hubspot.PERSONAS AND YOUR SOCIAL IDENTITY \u00a0 Using the above link you\u2019ll be able to deliver relevant content to your audiences across Facebook Ads \u2013 thus allowing you to select targeting criteria that will limit who will see your content. This will reduce the cost and inefficiency that often comes when campaigns are not initiated effectively. All content, including the image, description, headline and call to action when customised to each persona should garner quality leads. Your core personas will have social contexts and identities that can be targeted with variations of design. This, in turn, creates multiple social identities for your brand, as all customers will view your brand differently, the trick is to getting them to view your brand positively - by using personas.AD PLACEMENTS\u00a0\u00a0Facebook has invested in expanding the range of places where your advertisements can be shown to users. In its continued dominance of the social sphere, Facebook has created more ways to customise your content so that it is easily accessible. The cost-per-click can vary by over 550% depending on your choice of ad placements. So strategically placing your ads is vital to cost-effectively targeting your audience.\u00a0FACEBOOK AD PLACEMENT OPTIONSWhen setting up Facebook Advertising from scratch, \u2018automatic placements\u2019 are the first option assigned to your brand.\u00a0 Choosing the \u201c(recommended)\u201d option when making any Facebook Ad decision, tends to mean you\u2019ll be paying more for your \u2018I\u2019ll let them work out the specifics\u2019 mentality (Wordstream). Take hold of the specifics and you\u2019ll be able to stretch\u00a0 your marketing dollars. So if you enjoy striking your own path, paving your own way and other such idioms, Click the \u201cedit placements\u201d button to enter the wonderful realm of placement marketing.\u00a0 \u00a0 Above you\u2019ll see the different categories relating to placement of your ads, including: Facebook\u2019s mobile and desktop newsfeed Instagram Audience networks Messenger Let\u2019s break these 4 down for further clarification:Facebook Ad PlacementsFacebook is the original Granddaddy when considering Ad Placement.That being said, they have added a few more features over the years to give marketers more flexibility in the way their amazing content appears to users of the site. The new key decision to be made is that, unless you choose to target both desktop and mobile at the same time, both placement options will not be available for you to use.If you choose to target Facebook users on their desktops, you will be limited to Facebook\u2019s newsfeed and right hand column placement (Wordpress). The right column refers to the compressed versions of your ad that float alongside the news feed when users scroll.If you want to target users on their mobile devices through certain placements, you have the option to send it to the user newsfeed and Facebook\u2019s \u2018instant articles\u2019.\u00a0Instagram Ad PlacementsFacebook\u2019s acquisition of the platform has freed up the transfer of information between user interfaces. This is great news from a user perspective, and magnificent news for marketers - as it produces massive advertising reach across both platforms. The platform only allows advertising on mobile devices, but its highly visual nature makes it one of the best ways to capture audience attention.\u00a0 \u00a0 You\u2019re then faced with the choice of placing your ads on user\u2019s Instagram \u2018feed\u2019 or within Instagram \u2018stories\u2019. Instagram \u2018stories\u2019 are similar to Snapchat stories whereby time-based videos, images and gifs catalogue user\u2019s experiences for their followers.Audience Network Ad PlacementThe audience network extends your reach past social media, into 3rd party mobile apps and websites that host your advertisements. Your ad can be displayed as either native, banner or interstitial. \u00a0 The good news is that you can exclude specific categories of apps and websites from the audience network, reducing the amount of wasted clicks (Wordpress). For your peace of mind, blocking your brand from apps such as Tinder will also give you control over your brand image when using this placement.\u00a0Facebook Messenger Ad PlacementsFacebook messenger placements take the form of two advertising options: messenger home, and sponsored messages. The Messenger Home option, much like the Facebook newsfeed, uses banner advertisements to present visual representations of brands.\u00a0 \u00a0 Sponsored messages appear if you select the \u2018messenger\u2019 objective at your campaign level. This placement allows targeted ads to engage and re-engage people who have opened existing channels of communication with your business - so you can directly communicate with them!Click here to optimise your Facebook Ad Placements\u00a0AD TYPESADS THAT GENERATE TRAFFIC AND LEADS\u00a0One of the prime reasons behind Facebook Advertising is to drive traffic to your linked website. This can be either to increase your site\u2019s overall reach or to send users to a dedicated landing page to potentially buy your product, sign up for a newsletter or participate in some other kind of lead generation (AdEspresso).Facebook Link Click AdsThese are synonymous with Facebook ads, as they deliver your audiences to an external website or landing page upon clicking. Ads can also be shared and tracked using engagement metrics such as likes and comments. Dialogues can further be created in the comment section, where your business can add personable flair to queries. You can use these simple forms of banner advertisements within multiple placements - to deliver the same ad across numerous user feeds to reach a large audience. This ad type is supported within the following placements:Right columnDesktop newsfeedMobile NewsfeedAudience NetworkInstagram\u00a0 Facebook Video AdsThese are another form of link click ads, the only difference being that instead of a still image, there is a featured video in the display. These can be highly engaging as movement within the visual section of the ad often prompts the user\u2019s attention. Videos are a great way to get the users attention. However, the video\u2019s purpose and a clear message must be delivered immediately to retain participation for the duration of the video. This can be supported by clear text. Video ads are supported within the following placements:Desktop NewsfeedMobile NewsfeedAudience NetworkInstagram\u00a0 ADS THAT GENERATE SALES AND LEADS\u00a0These mediums allow you to showcase a range of products within a single ad - perfect for businesses that run an E-commerce store or have multiple product offers to promote. Without leaving the platform, users can now submit their information or interact with your brand. This drastically improves the user experience - increasing lead conversions - as loading times are often 10X faster.Facebook Multi-Product (Carousel Ads)By allowing you to show up to 10 images or videos, headlines and links, or calls to action in a single unit, it is the ultimate product promotion toolkit. These are notorious for their lower cost-per-conversion, as they are interactive and tell your story. Customers often have differing tastes towards various items or products - so by promoting a range of products it increases the reach of your ad. Do not to go too broad and show sporadic products, instead show variations of similar products or themes. These can be placed on:Desktop NewsfeedMobile NewsfeedAudience NetworkInstagram\u00a0 Facebook Lead AdsThese ads are perfect for garnering content downloads straight from Facebook. They generate leads by appealing to users with copy - to emphasise value gained - and an accessible download button. Optimised for catalogues, samples and E-books, this platform has the potential to quickly provide information whilst gathering customer email addresses. \u00a0 Facebook Canvas AdsPerfect for highly visual and intricate products, this medium allows users a 360\u00ba interactive display of your product. Users can pinch, twist and tilt the image to change their vantage point of the product. Canvas ads can be used to show off 3d elements of your product that aren\u2019t accessible to normal display viewing. These are only available through the Mobile Newsfeed.\u00a0 Facebook Collection AdsAs the name implies, Collection ads let brands show off various items (often clothing) that are being sold on your website. This immerses your audience in the ad, as often a video or single image heads the display, with a carousel at the bottom to show products included in said image or video. This is highly useful for brands that wish to include a \u2018buy her look\u2019 segment to their marketing. This medium is solely supported on the Mobile Newsfeed.\u00a0 MATCHING THE TYPE OF AD WITH YOUR STRATEGYAd delivery optimisation lets you tell Facebook the results you wish to get so that you reach the right people. To do this, every Facebook ad campaign objective should be optimised differently, as delivery options through varying ad types can make or break any campaign.Ads for Brand Awareness & ReachTo help more people find out about your brand, these suggested mediums should be used: Single Image and Video Carousel CanvasAds For Reach & ImpressionsTo reach the maximum number of audience members relevantly over a shorter period of time is a good option when promoting limited time or re-marketing offers. To produce the highest number of possible impressions use: Single Image and Video Carousel Lead AdsAds For TrafficTraffic can be boiled down into Link Clicks, Impressions and Unique Daily Reach, so it makes sense that anything visual and highly engaging should be used to attract the customer to your linked site. To generate traffic and lead people to your site, you should use: Single Image and Video Carousel Canvas CollectionAds For Post EngagementUsing Facebook boosted posts to amplify your reach will show your ads to people who are anticipated to like, share and comment on your posts at the lowest cost. To take this direction use: Single Image and Video Canvas Collection Lead AdsAds For Lead GenerationFacebook Lead Ads aims to get users to share their contact details in exchange for downloadable content. Instead of sending them to your website - a form pops up which allows you to collect personal information. Great when using: Single Image & Video Carousel Lead AdsAds for ConversionsOptimised to deliver you new leads or purchases, conversion ads aim to increase audience participation i.e. likes, purchases, followers. Facebook understands this and optimises your ads accordingly into: Single Image and Video Carousel Canvas CollectionTest & Analyse Your Facebook Marketing Plan \u00a0 Your marketing plan must be dynamic, fluid and continually improving. You must frequently update and adjust your strategy and content so that you are constantly relevant to your audience.Sydney Digital Marketing can regularly improve your content based on what works and what doesn\u2019t with your audience. We tailor this process to you, as this is different for every business \u2013 no one-size fits all. Use our highly specialised services to gain insights on Facebook that give you a leg up on your competition, and you\u2019ll be climbing the ladder of Facebook marketing domination in no time. We provide\u00a0high quality leads to brands like yours, using our tried and tested experience. Check out our testimonials for more information. OR contact us below & receive your free consultation now.