Facebook Marketing
Fortunately, Facebook is like Instagram in a lot of ways. In fact, they are owned by the same company so you can manage ads on both platforms simultaneously and you can manage posts for both profiles in one place by attaching your Instagram and Facebook accounts. This section will simply go over some of the main differences and similarities in terms of marketing strategy and content.
The main difference when it comes to content on Facebook is that it does not require a graphic post alongside your caption. You can post a plain sentence even on Facebook. However, when running a business profile you won’t want to do that very often. You should use similar posts to the ones you are using on Instagram because they will catch an audience’s attention much better. Just like on Instagram you should research the companies that are big in your industry on Facebook. See what their content looks like and what times they are posting and base your work on what you find while also making it unique to your brand.
One thing that sets Facebook apart from some other platforms is that it gives you a lot more options when it comes to business profiles. You can create a longer Bio with more links and information. You can have customers schedule appointments and even buy products that are shippable through the marketplace. These are things you may certainly want to take advantage of. It should not be your main spot to conduct business, but it is always a good option for your customers, especially when they can stay on their current app and become a customer without leaving if they find you on Facebook. Again, see how other brands in your industry are making use of these resources on their profile and apply it to yours if you see fit.
Facebook has always been one of my favorite platforms for ads throughout the years, however they can be expensive if you are not targeting your ads correctly nowadays. The main thing when using Facebook’s ad system is to mess around with the settings and audiences you are targeting and find a budget and reach that works for you. It is like most ad services on social media sites where you can choose age groups, genders, interests, industries and locations. The price per impression however will be determined based on some of the choices that you make. For this reason, you should always adjust things a bit to see if there is a cheaper way to run your ads that may give you similar results. If one area is more expensive than another for example and you sell online you may sacrifice a nicer area for a larger reach. If you are a local business however, you will probably want to stay around the area where you are located. As you run your ads the main thing you want to keep in mind is that you want to stay beneath a dollar a click and $7 per 1,000 impressions. In some cases you can even get much lower than that depending on the way you set it up, but this is always a good guideline to follow when making and tracking ads. Facebook does a good job of estimating your reach on a post before putting it up so the cost per 1,000 impressions should be easy to calculate.
As far as creating content for your ad, you should refer to the post creation step on the partnership section in the Instagram sub section. This goes over in detail the process I go through when deciding on a post to make as well as who I use to create them. The only difference here is that aside from your graphic content and captions, you will also have the option to place a call-to-action button which can be linked to your site or any other content you wish. If you have a product you are advertising you can add the buy now button and redirect them to a payment page to buy the product. If it is a service you offer you can even have a book now button where they can set an appointment through your site or directly through Facebook. You should make the process as easy as possible from them seeing your ad to them becoming a customer of your brand. Every extra step you make them take is one extra moment for them to become uninterested and leave.
Daily Tasks for growing on Facebook
- 1 post per day with at least 4 graphic posts per week
- 3-5 stories per day
- 2 reels per day (check out our Tik-Tok section for short video tips)
- Hold 1 giveaway per week based on something liked tagged friends
- 1 Facebook live per week