Monday, December 2, 2019

Facebook Pro Marketing - Full Guide 2020

We know. Facebook isn’t new. And to say that every business needs a Facebook presence today would be a blatant understatement.

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However, a lot has changed since Facebook first entered the marketing scene. Today, the world’s largest social network can do things many of us would never have dreamed of 10 years ago: host 360-degree videos, sell products via a chatbot, or even serve as a top news source for two-thirds of the population.

Facebook has 1.18 billion daily active users. Let’s put that in perspective. That’s over 5X the population of the United States, 15% of the world population… and it’s still climbing.

It’s not only the sheer number of people, but the amount of our attention Facebook owns. Globally, the average user spends 50 minutes per day with Facebook properties. Considering the average person sleeps 8.8 hours a day, that means one-sixteenth of our waking hours is spent with our eyes glued to the social network.

For many, Facebook is the internet. That said, is your business taking full advantage of it?

Pages are the gateway for businesses to market among this holy grail of users.
 A Facebook Page is a public presence similar to a personal profile, but allows fans to “like” the business, brand, celebrity, cause, or organization. Fans receive content updates from the Page on their News Feed, while the business is able to raise brand awareness, deploy and track advertising, collect detailed audience insights, and chat with users who seek customer service.

Below you’ll find everything you need to know to become a master Facebook marketer. No matter if your business has had a Page for years or you’re just getting started, this comprehensive guide is for you.

Read along, email it to yourself or bookmark it for later, or jump to the section that interests you most:


  • How to Set Up a Facebook Business Page
  • How to Get Facebook Likes?
  • Facebook Post Types
  • How to Create a Facebook Marketing Strategy
  • Tracking and Measuring Results with Facebook Analytics
  • How to Advertise on Facebook
  • Facebook Marketing, the Inbound Way

Before we dive in, let’s get one thing out of the way. There are many strategies to approach marketing on Facebook, but we’ll stick to the one we love most: inbound.

Inbound is about being helpful and relatable to your audience. It involves understanding the goals of your customer and partnering with them to overcome challenges. One of the best ways to do this is to be available where they already spend their time -- that means you need to be present on Facebook.

Facebook’s tools cater to the business that wants to form an authentic relationship with their audience. It allows marketers to create and distribute quality content that’s helpful for users. And it allows sales and customer service reps to connect with consumers interested in your brand.

It’s not about being spammy, annoying, or deceiving.

If you’re building a Facebook Page just to check one more thing off the branding to-do list, think again. True Facebook marketing requires a consistent, long-term commitment. But we promise, the awareness and demand will be worth it.

Ready? Let’s go.


How to Set Up a Facebook Business Page


If you’ve decided to build a Facebook Page for your business, you’ve made the right choice. In fact, you’ll be joining 60 million businesses worldwide who already market on Facebook via a Page.

Before we jump into publishing content and boosting posts with advertising, let’s rewind to the very beginning and walk through the setup process.


Create a Facebook Page


First, there’s one crucial aspect to clarify. As you probably know, the majority of Facebook is made up of personal profiles. However, if you’re a business looking to establish your presence on the social network, you’ll need to create a Page instead.

Pages are Facebook’s equivalent of a business profile. Pages look similar to profile pages, but show specific information only applicable to businesses, organizations, and causes. While someone connects with a profile by adding them as a friend, you connect with a business Page by “liking” it and becoming a fan. If you create a personal profile for your business instead of a Page, you run the risk of getting it shut down by Facebook.

To get started building your own Facebook Page, go https://www.facebook.com/pages/create/.

There, you’ll have six different categories to choose from:


  • Local Business or Place
  • Company, Organization or Institution
  • Brand or Product
  • Artist, Band or Public Figure
  • Entertainment
  • Cause or Community


Depending on which option you select, the about fields in your Page will be customized. For the purpose of this introduction, let’s say we’re a “Company, Organization or Institution.” We’ll create a Page for a (completely fictitious) company called Boston Coat Company. Choose the name for your Page wisely. Facebook will let you change your name and URL in most cases, but it can be a difficult and tedious process.

If you haven’t already, at this point you’ll be prompted to sign into Facebook. To create a Page, you must manage it from a personal account; however, your personal information won’t appear on the Page unless you add it.

Press “Get Started” and you’ll be automatically redirected to your new Page. Before you share it with others, Facebook will give you four tips for building the foundation of a business Page.


Add a Profile Picture


The first step to giving your Facebook Page an identity is adding a profile picture. This will serve as the primary visual for your Page, appearing in search results and alongside any of your content that shows up in a user’s News Feed. Most publishers suggest creating a photo that’s 180 x 180 pixels, however, increasing this slightly will help maintain quality. If you don’t upload an image that is already square, you’ll be prompted to crop.

Think of your profile picture as your first impression, and be sure to choose something immediately recognizable (like a logo). If you’re a speaker or public figure, go with a favorite headshot. Local restaurants or shops may choose an image of their most popular offering.


Add a Cover Photo


Next, Facebook will suggest you add a cover photo. A cover photo is the large, horizontal image that spans the top of your Page. It should express your Page’s identity and can be updated often based on special offerings, campaigns, or seasons.

To upload a cover photo, click the “Add a Cover Photo” option in the welcome menu. The official dimensions of a cover photo are 851 x 315 pixels. However, if your photo is not exact, you’ll have the option to drag to reposition the photo. Press save.

To change your cover photo in the future, hover your mouse over the white camera in the lower right corner of your cover photo and select “Change Cover.” It’s also a good idea to include a sentence of text and a link in the description if you are promoting a specific campaign in your imagery. That way, if your cover photo highlights a new parka, they can seamlessly jump to your winter product line to buy.

Finding the right balance between a cover photo that is both visual and simple can be a challenge. Try going with an abstract image or pattern to catch the eye, or a landscape shot with your product as the focal point. Often, the best cover photos are the ones that use negative space to their advantage.


Add a Short Description


Your Page is starting to come together with some beautiful imagery. However, you’ll need a description to let your audience know what you’re about.

Click “Add a Short Description” in the welcome menu to get started. Add 1-2 sentences (or 155 characters max) about your business. This description will appear both on your Page and in search results, so keep it descriptive but succinct. But don’t be afraid to show a bit of your brand’s personality!

Alternatively, you can edit your description by clicking on “About” in the left menu. There you’ll find the option to include a phone number, website, email, mission, and more.


Create a Username for Your Page


The last step on the welcome menu is to create a username for your Page. Your username will appear in your custom Facebook URL (also known as a vanity URL) to help people easily find and remember your Page. You’ll have 50 characters come up with a unique name not being used by another business.

By picking @bostoncoatcompany for my sample Page, people can automatically visit my Page at fb.me/bostoncoatcompany or send me messages at m.me/bostoncoatcompany. Keep your Page’s unique URLs handy. You’ll use them again when you begin cross-promoting your Page on your website, blog, and other assets to get more Facebook likes.


Add to Shortcuts


We finished the four steps from Facebook’s welcome menu, but there are still a few things you can do to customize your Page. For example, every Facebook user has a vertical navigation bar to the left of their News Feed. By adding your Page as a shortcut here, you’ll always have easy access. Go to your News Feed and click on “Edit” next to “Shortcuts” in the left vertical navigation to make it easy to navigate to your Page in the future.


Set Up Roles


With the basic skeleton complete, there’s an important step you’ll want to take before you send the Page out to the world… or even your co-workers. Remember how Facebook creates business Pages separate from personal profiles? One benefit of this is so multiple people from an organization can edit and post from the Page without sharing login credentials. But that also means you need to designate who has what levels of editing access. That’s where Page Roles come in.

On the top navigation bar, locate “Settings.”