101 Facebook Marketing: Tips & Strategy for Small Business
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Digital Marketing and Facebook Marketing Strategies
In this first Chapter we will look into some Facebook marketing and digital marketing
In this first Chapter we will look into some Facebook marketing and digital marketing
trends that are affecting the way companies do business.
The first five are related to digital marketing in general and the last five are trends
related to Facebook.
These 10 trends and strategies serve as an introduction and in the following
Chapters you will find more detailed tips and strategies related to them.
Digital Marketing Trends
1. Focus on your customer purchase funnel It used to be that you could just post information in your local newspaper to let people know about your products
Today, successful companies need to analyze and create a customer purchase funnel,
also called a sales funnel.
illustrates this point. It shows a sample sales funnel showcasing three different levels customers go through before buying your product.
Leads - People who see your content or information:
These people maybe have seen your Facebook ad,
but are not taking action since
it’s the first time they’ve been exposed to your company and need more information
in order to move the next phase.
Prospects - People who become interested but are not ready to buy yet:
These people are comparing options and typically need more interaction to generate trust with your company.
Customers - People who bought your product:
Your task is to identify what special characteristics they have,
in order to target these kinds of people with your Facebook promotions, and to communicate with them to try to get them to endorse your product to their friends.
Sample sales funnel.
Companies with products that have high transaction values tend to have more levels
in their marketing funnels, while companies with low priced products have simple sales funnels, as presented in
A central component of the successful sales funnel is email marketing, since it allows you to capture your leads’ information and keep in touch with them.
You should segment customer information in your email marketing tool or CRM (customer relationship management tool) so that you know how many people your company has in each level of the sales funnel.
How you can help customers move to the next phase in the marketing funnel
Here is a list of items which help customers to move faster toward the next phase
in the funnel and toward the purchase decision:
Give valuable content for free:
This content can be in different forms and needs to be interesting and relevant
to the initial problem that the customer has.
Offer more opportunities for engagement:
Customers need more opportunities to communicate with your company
Generate trust and credibility:
Share customer experiences and case studies.
Survey your buyers and ask why they bought your products, and use that information to improve your funnel.
Track results in each level of the funnel:
Analyze the results in each level of the funnel and use that data to improve
and modify your funnel.
2. Accept the fact that consumers’ attention spans are getting shorter
The strong growth of the usage of portable mobile devices and digitalized lifestyles in general has significantly changed the way people consume content on the Internet.
According to several studies, consumers’ attention spans are getting shorter
all the time and companies need to adapt their marketing strategies for this new trend.
Make content that is easy to consume:
Typically this means creating shorter content so that consumers can consume it before getting distracted and moving to the next thing.
With content I refer to videos, photos, GIFs and articles, just to name few.
A long form content still has its place for consumers who already know you and your company, but for most new potential clients you need to create
short and interesting content.
Make the beginning of your content count:
The first paragraphs of your article or the first 4 seconds of a video are the most important, as you need to invite consumers to consume the rest of your content.
Using questions in the beginning of your content normally helps to get
One strategy to tackle the shorter attention span is to generate content that is highly personalized and relevant.
It is also very important to learn how to analyze the results and modify
your content accordingly.
In general, the greatest challenge right now is how to capture and keep people’s attention when they view your content.
Smart companies are already adapting their content accordingly and you
should do the same.
3. Have more customer contact points
Traditionally it used to be sufficient for companies to only have a website, but today consumers demand more engagement and communication via different points of contact and pieces of content before they perceive your company as trustworthy.
These customer contact points are also called touch points, and here is an example of how Facebook allows businesses to connect with clients using multiple touch points: Imagine that you share information and content with the client on your Facebook Business Page.
After that, the client goes to Instagram and sees your new video which is related to the content he or she already saw on your Facebook Business Page.
After that, the client will send a WhatsApp message to you or contact you via the Facebook Messenger app to ask for more details about your product.
Interestingly, all the platforms mentioned in this example (Facebook Page, Instagram, WhatsApp and Facebook Messenger) pertain to the Facebook ecosystem.
One of Facebook’s goals is to create more tools for small businesses so that companies can generate more business within the Facebook ecosystem.
4. Recognize the increasing importance of paid advertising In today’s world,
customers are turning away from impulse-buying and want to learn more about
a company before buying its products.
Customers are often distracted, but recognize that they have a choice when
it comes to the businesses they choose to support, so they tend to require
more touch points (or points of contact) with the companies they buy from.
Paid advertising is the best way to meet these needs.
Online paid advertising, and most specifically, advertising through Facebook,
can offer a great way to generate new leads,
targeting potential customers who have not yet interacted with your brand,
and to stay in contact with your current customers,
letting them know about additional products or services that may be helpful to them.
It’s not always about making a sale with paid advertising.
Sometimes, just ensuring that the customer is mindful of what your company
is doing can indirectly increase sales.
With great tools like paid advertising through Facebook, you can increase the impact of your business, expanding your reach through simple content.
Few companies are able to grow quickly without implementing paid advertising strategies.
There are costs associated with advertising online, but the good news is that you can start small and calculate your returns fairly easily.
Facebook is constantly improving their tools, and it is simple to start using them.
All of the companies that are currently dominating their industries are using paid advertising, and many of them rely on Facebook advertising.
In the modern market, I would highly recommend that all businesses, new or old,
use this method of advertising to grow their brand.
5. Recognize the huge impact virtual reality will have for businesses
Remember a few years back when you needed to visit the Facebook website on your desktop computer to go to your Facebook account ?
Nowadays, you can do the same more quickly by simply opening the Facebook application on your mobile device.
However, in the future it is quite possible that in order to login to Facebook,
you would put on a virtual headset,
showing you content from your Facebook friends in a much more immersive way,
making you feel as if you are actually right there with your friends.
It will still take some time before we are there, but it is quite likely to happen.
Facebook’s founder and CEO Mark Zuckerberg has long been fascinated with the future possibilities of virtual reality,
and in 2014 Facebook purchased a virtual reality company called Oculus VR.
Their new virtual reality device – Oculus Rift – retails for the price of $599 USD and will be used for a number of marketing activities in the future.
Currently, virtual reality is mainly known in the gaming industry, but in the future it will provide huge opportunities for the entertainment, travel, real estate, automotive, education, and many other industries.
Today, the tools and software for creating and consuming content for virtual reality devices are still a bit expensive, but as the prices come down,
more and more companies will start to use them.
At this moment, most of the marketing is being done with still images or 2-dimensional videos (most of the videos you see online are two dimensional), but Facebook is preparing a more immersive opportunity that allows consumers to feel that they are actually somewhere else when wearing a virtual reality device.
Virtual reality will greatly help companies to communicate the benefits
of their products and services.
The implications of this for marketing are huge and the companies that adapt
first will reap enormous benefits.
In addition to Facebook, other big technology companies like Apple,
Google and Amazon are also working on virtual reality, which will make the adaptation of this next phase of technology faster.
Facebook Marketing Trends 6.
Learn to leverage the opportunities
in the Facebook ecosystem At the moment,
Facebook is the biggest social network, serving over 1.5 billion active users each month, and also owns several other social media tools, including Instagram
(with 400 million active users), WhatsApp (1 billion active users),
and Facebook Messenger (800 million active users).
Each of these tools provides a unique and powerful way to interact and engage
with your potential customers.
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Each of these tools will be covered in detail later in this book, but here is a quick overview of the Facebook ecosystem for businesses: Facebook:
Every business that wants to leverage marketing opportunities available through
social media should have a Facebook Business Page.
The proper use of a Facebook personal profile helps tremendously in personal
branding of business professionals.
In addition, Facebook advertising offers unlimited possibilities
to reach more customers.
Instagram: Instagram is growing quickly and has become a potent tool to serve industries that offer visual products.
Their advertising tools are highly effective for all types of businesses.
This is an amazing tool to provide one-to-one communication with customers, especially when they want to gain more information before making a purchase.
Businesses have reported that it has made them more successful in building trust
and brand loyalty with their customers.
It is important, however, not to use WhatsApp for unsolicited messages or spam.
Facebook is constantly updating this tool to ensure that it optimizes communications
between businesses and their customers.
You can use it to send text, video, or audio messages, and this tool will continue to be developed toward customer support in the future.
In order to grow your business, the best strategy is to use all four of these tools together.
While there is a slight learning curve to each tool, they are worth the time and energy invested into them.
Because some of these tools are fairly new, companies that explore and invest
in these tools early on can gain a competitive edge over others in their industries.
7. Take advantage of the explosive growth of video marketing on Facebook Video
can be a very effective tool for gaining trust and credibility with your customers.
In many cases, consumers are more comfortable making a purchase decision if they’ve
been able to view a video about the product or service beforehand.
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In the past, there weren’t as many opportunities for consumers to see videos,
due to low Internet connection speeds, but now, the video marketing possibilities have increased drastically, especially for mobile viewers.
Video marketing through Facebook offers several unique benefits:
Expand the reach of your business through video content:
Facebook promotes video content over more static content, like photos or status update, allowing video content to reach more users.
Create transparency through live video streaming:
One of the new tools from Facebook is the Facebook Mentions app,
which allows businesses to post live videos.
This is a great way to allow your customers to see you respond to questions,
show a demo of a product, or give a behind-the-scenes look at your office,
creating a sense of transparency.
Impress potential customers with rich, 360-degree video:
Give your customers a whole new way to see your company through their News Feed.
With this tool, the user is in control of the video and can move around the room by tilting their phone or clicking around in it on their desktop.
This is a great way for hotels and other location-based businesses to provide
a powerful visual.
Increase sales conversions through video advertising:
Video advertising can be fairly inexpensive and offers numerous possibilities, including simple product demonstrations and testimonial videos.
With a great reach and not a lot of competition, you can increase your sales dramatically when you use Facebook video advertising.
In the future, we can expect even more great tools for video marketing from Facebook.
They have already expanded into creative video tools with virtual reality devices like Oculus Rift, and have goals to become the top video marketing site on the Internet,
surpassing YouTube. Video is one of the most powerful tools available to advertisers right now, as we’ll explore more in a later Chapter of this book.
8. No website needed:
take advantage of the new business tools from Facebook Recently, Facebook has introduced several tools to help businesses bypass the need for a traditional website and take advantage of sales driven directly through the social network.
This is a new approach to advertising, and companies that are on the forefront of this trend can drive sales in unique ways.
Here are the four primary tools for businesses provided by Facebook:
Facebook Business Page:
This tool has been around on Facebook for a while,
but new features are constantly available.
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A Facebook Business Page replaces a traditional landing page as the primary method for Facebook users to interact with a business.
This is a brand-new tool being developed by Facebook that will be launched soon,
as of the time of this writing.
It will provide professional tools to help companies to showcase their products.
To learn more, visit: https://canvas.facebook.com.
Facebook Local Advertising:
These ads include a direct call-to-action, so that customers can see an advertisement and respond directly, requesting a quote, making a reservation, or performing a number of actions that used to require a separate website.
Facebook Local Services:
In this tool, Facebook provides a listing of local businesses for which customers can leave reviews.
It is similar to the services offered by Yelp and Google Local, but is driven by Facebook.
Learn more about this tool at
Screenshot of Facebook Canvas at https://canvas.facebook.com.
Companies can also communicate and engage with their customers through Facebook Messenger or WhatsApp, allowing all of the layers of advertising to come into one central place, which will ultimately help to increase the rate of sales conversions from your advertising efforts.
9. No phone number needed – leverage communication tools with Facebook Messenger and WhatsApp The way that consumers communicate is changing rapidly, as new tools are available that allow for quick, meaningful interactions.
Instant messaging tools for mobile devices have grown exponentially, and along with them, tools like Facebook Messenger (with over 800 million users) and the
Facebook-owned WhatsApp (with over 1 billion users) are growing too.
These tools are helpful because they don’t require you to have phone
numbers for your clients.
You can contact customers directly through the Facebook Messenger service,
communicating in more ways than ever before:
Sending photos, videos, GIFs, or even directions to your business.
For many customers, this is quickly becoming their preferred method of communication,
since they no longer have to deal with the awkwardness of cold calls.
It also allows customers to interact on the go, using their mobile device apps or a desktop device by visiting www.messenger.com.
These tools also allow you to communicate with your clients in richer
and more meaningful ways.
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Screenshot of Facebook Messenger that can be found at www.messenger.com.
Additionally, the new Businesses on Messenger service is now available through
Facebook to certain companies in the United States.
This service allows businesses to create custom message layouts and to provide better customer support tools. More information about this helpful tool will be available
at the end of this book.
10. Analyze your results on the Facebook ecosystem In the past, a business could only calculate their impact on Facebook through the number of “likes” their pages received.
While marketing activities are now more complex,
businesses have the capability to analyze a number of interactions and see the direct results of their advertising efforts on Facebook.
It is important to have clarity on what you are looking for from each tool so that you can calculate your return on investment.
For example, if a customer responded to a Facebook ad and purchased a $20 product and you spent $5 to advertise, your return on investment would be $15.
Over time, if you can, also track the total lifetime value of a client for even
more accurate returns.
Start analyzing your results from the minute you start to use Facebook for your business.
There are several ways to do this:
On your business page, see what kinds of content have the most engagement
and use this information to create future content.
With Facebook advertising campaigns, track the ads that are running well and adapt
or delete the ads that are not as effective.
For video marketing, look at the video retention rate to see how many users
are watching the video to completion.
With WhatsApp and Facebook Messenger, keep an eye on the number of contacts
your business has received, how many purchases resulted from your interactions,
and what quality of lead (or potential buyer) came from your contact.
Each of these tools will be covered in detail later on.
Three suggested action steps from Chapter 1:
After each Chapter I share three recommended action steps.
Try to do these exercises before moving to the next Chapter of the book.
You can also use the templates offered in the resource package of this book.
Think about which phases of the sales funnel your business has.
Try to draw an example of it.
Analyze what type of content or communication you should use in each of those phases. Consider how you could create content that catches consumers’ attention fast, as their attention span is becoming shorter.
Make a list of ideas about how you could have more touch points with your clients and communicate better with them.
Customer and Competitor
Analysis Modern Facebook marketing always begins by analyzing your ideal client, and determining which online tools would be most effective for better identifying
the ideal customer, as well as the competition.
This Chapter provides five strategies for customer analysis, and another five strategies for gathering competitive intelligence.
Strategies related to customer analysis
11. Create your customer avatar
Before implementing Facebook marketing strategies, you need to first get a clear picture of who your ideal client will be.
Obviously, your products and services are available for everyone to buy;
but, in today’s over-competitive business environment, you need to be extremely clear as to whom you want to reach and who would be your ideal client.
When creating your customer avatar, these are some of the areas you need to identify: Basic information: Age & gender:
What is the gender and age range of your most profitable buyers ?
Geographic location: Where are your best clients located ?
For example, while one e-commerce store might determine that their best clients live in a certain region of the country, a local clothing store might find that their customer basis lives in one particular area of the city.
Interests categories: What are your targeted clients’ hobbies and interests ?
Which magazines do they buy ?
Which TV programs do they watch? Websites they visit: What are the biggest web portals, news sites, or blogs that your clients visit ?
More specific information: Motivation to buy: What really incentivizes your clients to make purchasing decisions ?
For example, someone who wants to buy a course on how to stop smoking is probably also interested in the broader category of improving his or her health,
not just quitting smoking.
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Main problem: What is your client’s main problem or challenge he or she wants to resolve ?
Emotional need related to the problem:
What is the emotional need related to the main problem your ideal client wants to resolve ?
For example, single women who want to lose weight might have an emotional need of finding a life partner. Keywords:
When using Google or other search engines,
what keywords do your ideal clients most use ?
For most businesses,
creating a client avatar with such “basic information” is sufficient.
The “specific information” section normally takes more time, and is possible to do without. Regardless, the most common mistake business owners
commit – notwithstanding the level of detail – is creating just one avatar.
I recommend trying to create at least three different customer avatars.
12. Conduct basic research on Facebook Pages Only a few business owners actually spend the time analyzing how other companies leverage Facebook marketing before implementing their own strategies.
However, this type of basic research enables you to clarify what type of content and communication works best in your sector, and is worth the time taken.
The following is a very basic Facebook marketing research strategy you may implement. You can create a simple Excel spreadsheet to gather and organize all of this information.
Visit Facebook Pages in your sector and analyze the following characteristics of their content: Written text: What words are most used to start a Facebook post ?
What kinds of calls to action do they use ?
Do they post short sentences or long paragraphs ?
Do they use specific words or verbiage related to your sector ?
Photos: Do they upload photos that are beautiful and well-edited ?
Content: How often do they post? Videos: What kinds of videos do they use? Engagement: Which of their content has the most comments, likes, and shares ?
Other observations ?
You may also analyze what kinds of cover photos they use, and what types of basic information they provide on their Facebook Pages.
Are you having difficulty finding Facebook Pages for companies in your sector ?
Later in this Chapter we will cover tools like SocialBakers and Likealyzer which help locate such companies for analysis.
As discussed later, I recommend running such research for three different groups:
(1) companies in your sector;
(2) your biggest competitors; and
(3) the most popular Facebook Pages in your country.
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Basic research like this might sound boring, but it is a must for effective Facebook marketing (and can be outsourced if you prefer).
13. Constantly analyze Facebook Page Insights Facebook Page insights can be found for every Facebook Page, and business owners should examine the data provided by this tool every week.
Page insights allows you to know what type of content your audience liked best,
and what part of your audience is most engaged.
With this tool you will find information on three key indicators related to your Face Facebook Page: likes, reach, and engagement.
Every Facebook Page owner should continuously find new methods of increasing engagement and, therefore, these metrics are probably the most significant when analyzing what kind of content generated the most.
There are also useful metrics for videos posted on your Facebook Page which
we will cover later in this book.
Facebook Page insights shows the type of content that generates most engagement among your audience.
The People section of Facebook Page insights gives information regarding the age, gender and geographic location of your Facebook fans.
This data is vital for creating targeted campaigns with your Facebook advertising.
14. Obtain precious customer data from Audience Insights In 2014, Facebook launched a free tool which helps determine who your ideal clients are, their interests,
and their buying habits.
This is an indispensable tool for both Facebook advertisers and Page owners, and provides a lot of behavioral and demographic data.
You should use this data not only to craft more specific customer avatars, but also to gain valuable insights into your competitors.
Facebook Audience Insights can be found at www.facebook.com/ads/audience_insights.
To start, you need to select one of the following audience types you want to analyze: All Facebook users.
People connected to your Facebook Page.
A Custom Audience (this term will be explained in the Facebook Advertising
Chapter of this book).
Three audience options you can select when using Facebook Audience Insights.
You can only analyze one audience at a time.
Obtaining information about the people who are connected to your Page is vital,
but for your analysis with this tool it’s best to start with everyone on Facebook.
Suppose you have an online business selling yoga training and you are eager to gain data regarding people who are interested in yoga.
First, select everyone on Facebook as the audience type, and then enter “yoga” below the field which says “interests”
Demographic data showcased by Facebook Audience Insights on people who are interested on yoga.
According to the demographic data for Facebook users throughout the USA,
74% of people who are interested in yoga are women and 26% are men.
Therefore, the focus of your Facebook content and advertising should be directed primarily toward women.
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The navigation bar for this tool (at the top) provides even more revealing
information, such as:
To be continued