101 facebook marketing tips and strategies for smaill business

101FACEBOOKMARKETINGTIPSAND
STRATEGIES
ForSmallBusinesses
ByLasseRouhiainen
www.101fb.com


Copyright©2016byLasseRouhiainen
Allrightsreserved.
No part of this publication may be reproduced, distributed or transmitted in any form or by any
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in the case of very brief quotations embodied in critical reviews and certain other noncommercial
usespermittedbycopyrightlaw.


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TABLEOFCONTENTS

CHAPTER1
DigitalMarketingandFacebookMarketingStrategies
1.Focusonyourcustomerpurchasefunnel

2.Acceptthefactthatconsumers’attentionspansaregettingshorter
3.Havemorecustomercontactpoints
4.Recognizetheincreasingimportanceofpaidadvertising
5.Recognizethehugeimpactvirtualrealitywillhaveforbusinesses
6.LearntoleveragetheopportunitiesintheFacebookecosystem
7.TakeadvantageoftheexplosivegrowthofvideomarketingonFacebook
8.Nowebsiteneeded:takeadvantageofthenewbusinesstoolsfromFacebook
9.Nophonenumberneeded–leveragecommunicationtoolswithFacebook
MessengerandWhatsApp
10.AnalyzeyourresultsontheFacebookecosystem

CHAPTER2
CustomerandCompetitorAnalysis
11.Createyourcustomeravatar
12.ConductbasicresearchonFacebookPages
13.ConstantlyanalyzeFacebookPageInsights
14.ObtainpreciouscustomerdatafromAudienceInsights
15.Discovervaluableinsightsbysurveyingyourclients


16.GetthelatestFacebookdataonyourindustryfromSocialBakers
17.UseLikealyzertodiscovercompaniesthatdominateFacebookmarketing
18.Findcontent,newsstories,andinfluencebyusingBuzzsumo
19.ObtainvaluableclientinsightswithGoogleTrends
20.Discoverkeywordsyourclientssearchonline

CHAPTER3
FacebookPersonalProfileStrategies
21.Getclearonhowyourpersonalprofilecansupportyourbusinessobjectives
22.Keepyourprofileup-to-date

23.Optimizeyourprivacysettings
24.OptimizeyourFacebooksecuritysettings
25.Designaneffectiveprofilecoverimage
26.UsetheFacebookmobileapplications
27.GetfollowersandfollowinterestingpeopleonFacebook
28.ShareyourarticlesusingFacebookNotes
29.TakeadvantageofFacebookLiveVideo
30.UnderstandtheimportanceofthenewFacebookReactionEmojis

CHAPTER4
FacebookBusinessPageStrategies
31.Understandit’snotaboutyou,it’saboutthem
32.TakeadvantageofFacebook’smobiledirection


33.Avoidthemistakesyourcompetitorsaremaking
34.ImprovetheengagementofyourPage
35.Drivelocalsalesusingspecificpromotions
36.SharevideocontentonyourPage
37.Scheduleyourpostsandsavetime
38.Usespecificlanguageandwordsdirectedtoyouridealcustomers
39.Encourageyourcustomerstoleavereviews,andpositionyourcompanyinthe
Facebooklocalsearch
40.ImproveyourreachwithspecificNewsFeedtargeting

CHAPTER5
BasicFacebookAdvertisingStrategies
41.UncoverbasicFacebookadvertisingvocabulary
42.DiscoverbasicFacebookadvertisingconcepts
43.LearnfromthemostcommonFacebookadvertisingmistakesandhowtoavoid

them–PartI
44.LearnfromthemostcommonFacebookadvertisingmistakesandhowtoavoid
them–PartII
45.Createacompellingofferforyourad
46.Selectthecorrecttargetaudienceforyourad
47.UseeffectiveadimagesonFacebook
48.UseaneffectivelandingpageforyourFacebookads
49.AnalyzeFacebookadvertisingmetricsandresults
50.LearnfromfrequentlyaskedFacebookadvertisingquestions


CHAPTER6
AdvancedFacebookAdvertisingStrategies
51.SignupwithFacebookBusinessManager
52.ManageyourFacebookadvertisingcampaignson-the-gowithFacebookAds
Managermobileapplication
53.BecomefamiliarwithFacebookPowerEditor
54.TakeadvantageoflocaladvertisingopportunitiesonFacebook
55.TapintothepowerofFacebookRemarketing
56.UseFacebookCustomAudiences
57.ExpandyourreachwithFacebook’sLookalikeAudience
58.ImproveyouradperformancebyusingCarouselAds
59.GrowyouremaillistwithFacebookLeadAds
60.LearnfromfrequentlyaskedquestionsrelatedtoadvancedFacebookadvertising
strategies

CHAPTER7
FacebookVideoMarketingStrategies
61.DiscoverwhyFacebookvideoadvertisingissuchabigopportunityforyour
business

62.AvoidcommonFacebookvideoadvertisingmistakes
63.Usevideostogetmorerepeatcustomers
64.Typesofvideosyoucanuse
65.Getimpressiveresultsbyusingthecorrectaudiencetargeting
66.CreatepowerfulvideoadswithVeeroll


67.Testdifferentmobileappstocreateyourvideo
68.UploadandoptimizeyourvideoonFacebook
69.Gainvaluableinsightsbyanalyzingvideoadvertisingmetrics
70.LearnfromfrequentlyaskedquestionsaboutFacebookvideoads

CHAPTER8
InstagramMarketingStrategies
71.LearnbasicInstagramstrategiesbeforeyoustartsharingcontent
72.SetupyourInstagramprofilecorrectly
73.AvoidcommonInstagrammistakes
74.Usethecorrecthashtagstrategy
75.ImproveyourcontentbyusingthesethreeInstagramapplications
76.CreateaseriesofshortvideosonInstagram
77.DrawuserattentionwithvideocollagesusingPicPlayPost
78.AutomateyourInstagramcontentwithHootsuite
79.UseemojiscorrectlyonInstagram
80.LearnfromfrequentlyaskedquestionsaboutInstagram

CHAPTER9
InstagramAdvertisingStrategies
81.UnderstandtheBasicInstagramadformats
82.LearntomasterthethreeessentialelementsofInstagramAds
83.CreateanInstagramaccount

84.RespectandfollowInstagramadqualityguidelines
85.StartyourfirstInstagramadvertisingcampaign
86.TestFacebookandInstagramadstogether
87.TakeintoaccountInstagramadimagebestpractices
88.TestasmanyimagesaspossibleonInstagram
89.TargetyouremaillistorwebsitevisitorsonInstagram
90.LearnfrommostfrequentlyaskedquestionsaboutInstagramAds

CHAPTER10
FacebookMessengerandWhatsAppStrategies
91.GaintrustbyquicklyrespondingtocustomerinquiriesonFacebook
92.RecognizethehugeimpactFacebookMessengerwillhaveonbusinesses
93.BecomefamiliarwiththebasicfeaturesofFacebookMessenger
94.PrepareformoreadvancedbusinessapplicationscomingsoonthroughBusinesses
onMessenger
95.GetexcitedaboutthepossibilitiesFacebook’snewvirtualassistant“M”will
create
96.DiscoverhowWhatsAppoffersbigopportunitiesforbusinesscommunication
97.TakeadvantageofthebenefitsWhatsAppoffersforbusinesses
98.UseaseparatenumberforyourWhatsAppandpromoteit
99.CreateastrategyforWhatsAppresponsesfromyourbusiness
100.ExpandyourbusinessgloballywithWhatsApp
101.LeveragethepoweroftheFacebookecosystemandtakeaction



INTRODUCTION
Would you like to discover the biggest marketing trends in 2016 for growing your business with

Facebook,Instagram,andWhatsApp?
Imagine being able to leverage the latest Facebook and Instagram advertising strategies to increase
thebottomlineforyourbusiness.
Haveyouseentheseimpressivenumbers?
Facebook:1.59billionmonthlyactiveusers.
WhatsApp:1billionmonthlyactiveusers.
FacebookMessenger:800millionmonthlyactiveusers.
Instagram:400millionmonthlyactiveusers.
All of these services are owned by Facebook, and together they form a Facebook marketing
ecosystemwhichallowsyoutoaccessupto3.79billionuserscombined.
The mastery of each of these platforms can give you a competitive edge against your competitors.
Thisguidebookisbrokendowninto101tipsandstrategiesyoucanquicklylearnandimplementfor
your business. You won’t find boring facts about the history of Facebook or complex theoretical
models, but rather specific and proven actions you can take that are highly beneficial for your
business.
As a trainer and speaker, I have given Facebook marketing workshops in different corners of the
world,fromMadridtoMiamiandfromDubaitoHelsinki,andhavemetmanybusinessownerswho
areexcitedtouseFacebook,InstagramandWhatsApp,butareunawareofthecorrectstrategiesand
techniquestofollow.
ThatiswhyIwrotethisguidebookofferingsuchalargenumberoftools,techniquesandstrategies
everybusinessownercanquicklyapplyandbenefitfrom.
Afterreadingthisbookyouwillknow:
HowtoreachmoreclientsandsellmoreproductsonFacebookusingthebesttoolsand
techniques.
HowtospyonhowyourcompetitorsdotheirFacebookmarketingandavoidmakingthesame
mistakestheymake.
WhataresomeofthemostbeneficialnewfeaturesonFacebookin2016.
HowtosetupyoursecurityandprivacysettingscorrectlyforyourpersonalFacebookprofile
andimproveyourpersonalbrandingonFacebook.
HowtoleveragetheexplosivegrowthofFacebookvideomarketingandmaximize

communicationwithpotentialcustomers.


SomeofthebiggestmistakesbusinessescommitwithFacebookadvertisingandhowtoavoid
them.
AsecrettargetingtechniquewhichcansignificantlyimproveyourFacebookadvertising
campaigns.
Frequentlyaskedquestionsandanswersthatgiveyoualotofclarityonhowtoeffectivelystart
advertisingonInstagramandFacebook.
SpecialFacebookMessengercommunicationstrategiesthatcanhelpyoutoimproveyour
customerservice.
WhatsAppmarketingstrategiesthathelpedonecompanytoexpandtheirbusinessinternationally
andimprovetheirsales.
Andawholelotmore…intotal101actiontipsandstrategies.
ThebookisdividedintothesetenChapters:
Chapter1:DigitalMarketingandFacebookMarketingStrategies
Chapter2:CustomerandCompetitorAnalysis
Chapter3:FacebookPersonalProfileStrategies
Chapter4:FacebookBusinessPageStrategies
Chapter5:BasicFacebookAdvertisingStrategies
Chapter6:AdvancedFacebookAdvertisingStrategies
Chapter7:FacebookVideoMarketingStrategies
Chapter8:InstagramMarketingStrategies
Chapter9:InstagramAdvertisingStrategies
Chapter10:FacebookMessengerandWhatsAppMarketingStrategies
AndeachoftheseChaptersisdividedinto10tips.YoumightenjoytakingtimetoreviewtheTableof
Contentsandmaybestartfromthepartwhichismostcrucialorneededforyourbusiness,oryoucan
readthewholebookfromstarttofinish.
Youwillalsoreadpowerfulexpertinterviewsandcasestudiesfromthefollowingonlinemarketing
expertswhosharespecificstrategiesyoucanlearnfromandapplytoyourownbusiness:

ScottMontyonhowtousethenewFacebookLiveVideotocommunicatewithyouraudience.
GideonShalwickonhowtoleverageFacebookvideoadvertising.
KevinDavisonhowtouseFacebookvideoadvertisingcombinedwithFacebooksweepstakes.
CharlesKirklandonhowtouseaspecialFacebooktargetingoptionwhichcanquicklyimprove
yourFacebookadresultsandROI.
RoccoAlbertoBaldassarreonhowonespecificInstagramadvertisingstrategygenerated343
salesin30days.
ClaudiaAraujoonhowhercompanyexpandedinternationallybyleveragingWhatsApp


marketingstrategies.
BecauseIunderstandthateveryoneissobusythesedays,Ialsoofferthreesuggestedactionstepsat
theendofeachChapterthatcanhelpyoutoquicklygetstartedimplementingthesestrategiesforyour
business.
IhopeyouenjoylearningaboutthesedifferentFacebookmarketingtipsandstrategiesandwishthe
greatestsuccessinapplyingthem.
Feelfreetovisitmysiteatwww.lasserouhiainen.comandthisbooksiteatwww.101fb.com



CHAPTER1


DigitalMarketingandFacebookMarketingStrategies
InthisfirstChapterwewilllookintosomeFacebookmarketinganddigitalmarketingtrendsthatare
affectingthewaycompaniesdobusiness.Thefirstfivearerelatedtodigitalmarketingingeneraland
thelastfivearetrendsrelatedtoFacebook.
These10trendsandstrategiesserveasanintroductionandin the following Chapters you will find
moredetailedtipsandstrategiesrelatedtothem.

DigitalMarketingTrends
1.Focusonyourcustomerpurchasefunnel
Itusedtobethatyoucouldjustpostinformationinyourlocalnewspapertoletpeopleknowabout
your products and services. Today, successful companies need to analyze and create a customer
purchasefunnel,alsocalledasalesfunnel.
Figure 1.1 illustrates this point. It shows a sample sales funnel showcasing three different levels
customersgothroughbeforebuyingyourproduct.
Leads-Peoplewhoseeyourcontentorinformation:Thesepeoplemaybehaveseenyour
Facebookad,butarenottakingactionsinceit’sthefirsttimethey’vebeenexposedtoyour
companyandneedmoreinformationinordertomovethenextphase.
Prospects-Peoplewhobecomeinterestedbutarenotreadytobuyyet:Thesepeopleare
comparingoptionsandtypicallyneedmoreinteractiontogeneratetrustwithyourcompany.
Customers-Peoplewhoboughtyourproduct:Yourtaskistoidentifywhatspecial
characteristicstheyhave,inordertotargetthesekindsofpeoplewithyourFacebook
promotions,andtocommunicatewiththemtotrytogetthemtoendorseyourproducttotheir
friends.


Figure1.1:Samplesalesfunnel.
Companies with products that have high transaction values tend to have more levels in their
marketingfunnels,whilecompanieswithlowpricedproductshavesimplesalesfunnels,aspresented
inFigure1.1.
Acentralcomponentofthesuccessfulsalesfunnelisemailmarketing,sinceitallowsyoutocapture
yourleads’informationandkeepintouchwiththem.Youshouldsegmentcustomerinformationin
youremailmarketingtoolorCRM(customerrelationshipmanagementtool)sothatyouknowhow
manypeopleyourcompanyhasineachlevelofthesalesfunnel.

Howyoucanhelpcustomersmovetothenextphaseinthemarketingfunnel
Hereisalistofitemswhichhelpcustomerstomovefastertowardthenextphaseinthefunneland
towardthepurchasedecision:

Givevaluablecontentforfree:Thiscontentcanbeindifferentformsandneedstobe
interestingandrelevanttotheinitialproblemthatthecustomerhas.
Offermoreopportunitiesforengagement:Customersneedmoreopportunitiesto
communicatewithyourcompanyondifferentplatforms.
Generatetrustandcredibility:Sharecustomerexperiencesandcasestudies.Surveyyour
buyersandaskwhytheyboughtyourproducts,andusethatinformationtoimproveyourfunnel.
Trackresultsineachlevelofthefunnel:Analyzetheresultsineachlevelofthefunnelanduse
thatdatatoimproveandmodifyyourfunnel.

2.Acceptthefactthatconsumers’attentionspansaregettingshorter
Thestronggrowthoftheusageofportablemobiledevicesand digitalized lifestyles in general has
significantlychangedthewaypeopleconsumecontentontheInternet.Accordingtoseveralstudies,


consumers’ attention spans are getting shorter all the time and companies need to adapt their
marketingstrategiesforthisnewtrend.
Makecontentthatiseasytoconsume:Typicallythismeanscreatingshortercontentsothat
consumerscanconsumeitbeforegettingdistractedandmovingtothenextthing.WithcontentI
refertovideos,photos,GIFsandarticles,justtonamefew.Alongformcontentstillhasitsplace
forconsumerswhoalreadyknowyouandyourcompany,butformostnewpotentialclientsyou
needtocreateshortandinterestingcontent.
Makethebeginningofyourcontentcount:Thefirstparagraphsofyourarticleorthefirst4
secondsofavideoarethemostimportant,asyouneedtoinviteconsumerstoconsumetherest
ofyourcontent.Usingquestionsinthebeginningofyourcontentnormallyhelpstoget
consumers’attention.
Onestrategytotackletheshorterattentionspanistogeneratecontentthatishighlypersonalizedand
relevant. It is also very important to learn how to analyze the results and modify your content
accordingly.
Ingeneral,thegreatestchallengerightnowishowtocaptureandkeeppeople’sattentionwhenthey
viewyourcontent.Smartcompanies are already adapting their content accordingly and you should

dothesame.

3.Havemorecustomercontactpoints
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
beforetheyperceiveyourcompanyastrustworthy.
Thesecustomercontactpointsarealsocalledtouchpoints,andhereisanexampleofhowFacebook
allowsbusinessestoconnectwithclientsusingmultipletouchpoints:
ImaginethatyoushareinformationandcontentwiththeclientonyourFacebookBusinessPage.
Afterthat,theclientgoestoInstagramandseesyournewvideowhichisrelatedtothecontenthe
orshealreadysawonyourFacebookBusinessPage.
Afterthat,theclientwillsendaWhatsAppmessagetoyouorcontactyouviatheFacebook
Messengerapptoaskformoredetailsaboutyourproduct.
Interestingly,alltheplatformsmentionedinthisexample(FacebookPage,Instagram,WhatsAppand
FacebookMessenger)pertaintotheFacebookecosystem.OneofFacebook’sgoalsistocreatemore
tools for small businesses so that companies can generate more business within the Facebook
ecosystem.

4.Recognizetheincreasingimportanceofpaidadvertising
Intoday’sworld,customersareturningawayfromimpulse-buyingandwanttolearnmoreabouta


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
meettheseneeds.
Onlinepaidadvertising,andmostspecifically,advertisingthroughFacebook,canofferagreatway
togeneratenewleads,targetingpotentialcustomerswhohavenotyetinteractedwithyourbrand,and
to stay in contact with your current customers, letting them know about additional products or
servicesthatmaybehelpfultothem.

It’snotalwaysaboutmakingasalewithpaidadvertising.Sometimes,justensuringthatthecustomer
is mindful of what your company is doing can indirectly increase sales. With great tools like paid
advertisingthroughFacebook,youcanincreasetheimpactofyourbusiness,expandingyourreach
through simple content. Few companies are able to grow quickly without implementing paid
advertisingstrategies.

Figure1.2:Facebookadvertising.
Therearecostsassociatedwithadvertisingonline,butthegoodnewsisthatyoucanstartsmalland
calculateyourreturnsfairlyeasily.Facebookisconstantlyimprovingtheirtools,anditissimpleto
startusingthem.
All of the companies that are currently dominating their industries are using paid advertising, and
manyofthemrelyonFacebookadvertising.Inthemodernmarket,Iwouldhighlyrecommendthat
allbusinesses,neworold,usethismethodofadvertisingtogrowtheirbrand.

5.Recognizethehugeimpactvirtualrealitywillhaveforbusinesses
Remember a few years back when you needed to visit the Facebook website on your desktop
computertogotoyourFacebookaccount?Nowadays,youcandothesamemorequicklybysimply
openingtheFacebookapplicationonyourmobiledevice.


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,
makingyoufeelasifyouareactuallyrighttherewithyourfriends.Itwillstilltakesometimebefore
wearethere,butitisquitelikelytohappen.
Facebook’sfounderandCEOMarkZuckerberghaslongbeenfascinatedwiththefuturepossibilities
ofvirtualreality,andin2014FacebookpurchasedavirtualrealitycompanycalledOculusVR.Their
new virtual reality device – Oculus Rift – retails for the price of $599 USD and will be used for a
numberofmarketingactivitiesinthefuture.
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
devicesarestillabitexpensive,butasthepricescomedown,moreandmorecompanieswillstartto
usethem.

Figure1.3:Virtualreality.
Atthismoment,mostofthemarketingisbeingdonewithstillimagesor2-dimensionalvideos(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
virtualrealitydevice.Virtualrealitywillgreatlyhelpcompaniestocommunicatethebenefitsoftheir
productsandservices.Theimplicationsofthisformarketingarehugeandthecompaniesthatadapt
firstwillreapenormousbenefits.
InadditiontoFacebook,otherbigtechnologycompanieslikeApple, Google and Amazon are also
workingonvirtualreality,whichwillmaketheadaptationofthisnextphaseoftechnologyfaster.


FacebookMarketingTrends
6.LearntoleveragetheopportunitiesintheFacebookecosystem
At the moment, Facebook is the biggest social network, serving over 1.5 billion active users each
month,andalsoownsseveralothersocialmediatools,includingInstagram(with400millionactive
users),WhatsApp(1billionactiveusers),andFacebookMessenger(800millionactiveusers). Each
of these tools provides a unique and powerful way to interact and engage with your potential
customers.
Each of these tools will be covered in detail later in this book, but here is a quick overview of the
Facebookecosystemforbusinesses:
Facebook:Everybusinessthatwantstoleveragemarketingopportunitiesavailablethrough
socialmediashouldhaveaFacebookBusinessPage.TheproperuseofaFacebookpersonal
profilehelpstremendouslyinpersonalbrandingofbusinessprofessionals.Inaddition,
Facebookadvertisingoffersunlimitedpossibilitiestoreachmorecustomers.
Instagram:Instagramisgrowingquicklyandhasbecomeapotenttooltoserveindustriesthat
offervisualproducts.Theiradvertisingtoolsarehighlyeffectiveforalltypesofbusinesses.

WhatsApp:Thisisanamazingtooltoprovideone-to-onecommunicationwithcustomers,
especiallywhentheywanttogainmoreinformationbeforemakingapurchase.Businesseshave
reportedthatithasmadethemmoresuccessfulinbuildingtrustandbrandloyaltywiththeir
customers.Itisimportant,however,nottouseWhatsAppforunsolicitedmessagesorspam.
FacebookMessenger:Facebookisconstantlyupdatingthistooltoensurethatitoptimizes
communicationsbetweenbusinessesandtheircustomers.Youcanuseittosendtext,video,or
audiomessages,andthistoolwillcontinuetobedevelopedtowardcustomersupportinthe
future.
Inordertogrowyourbusiness,thebeststrategyistouseallfourofthesetoolstogether.Whilethere
isaslightlearningcurvetoeachtool,theyareworththetimeandenergyinvestedintothem.Because
someofthesetoolsarefairlynew,companiesthatexploreandinvestinthesetoolsearlyoncangain
acompetitiveedgeoverothersintheirindustries.

7.TakeadvantageoftheexplosivegrowthofvideomarketingonFacebook
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. 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
possibilitieshaveincreaseddrastically,especiallyformobileviewers.
VideomarketingthroughFacebookoffersseveraluniquebenefits:


Expandthereachofyourbusinessthroughvideocontent:Facebookpromotesvideocontent
overmorestaticcontent,likephotosorstatusupdate,allowingvideocontenttoreachmore
users.
Createtransparencythroughlivevideostreaming:OneofthenewtoolsfromFacebookis
theFacebookMentionsapp,whichallowsbusinessestopostlivevideos.Thisisagreatwayto
allowyourcustomerstoseeyourespondtoquestions,showademoofaproduct,orgivea
behind-the-sceneslookatyouroffice,creatingasenseoftransparency.
Impresspotentialcustomerswithrich,360-degreevideo:Giveyourcustomersawholenew

waytoseeyourcompanythroughtheirNewsFeed.Withthistool,theuserisincontrolofthe
videoandcanmovearoundtheroombytiltingtheirphoneorclickingaroundinitontheir
desktop.Thisisagreatwayforhotelsandotherlocation-basedbusinessestoprovideapowerful
visual.
Increasesalesconversionsthroughvideoadvertising:Videoadvertisingcanbefairly
inexpensiveandoffersnumerouspossibilities,includingsimpleproductdemonstrationsand
testimonialvideos.Withagreatreachandnotalotofcompetition,youcanincreaseyoursales
dramaticallywhenyouuseFacebookvideoadvertising.
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
goalstobecomethetopvideomarketingsiteontheInternet,surpassingYouTube.Videoisoneofthe
mostpowerfultoolsavailabletoadvertisersrightnow,aswe’llexploremorein a later Chapter of
thisbook.

8.Nowebsiteneeded:takeadvantageofthenewbusinesstoolsfromFacebook
Recently,Facebookhasintroducedseveraltoolstohelpbusinessesbypasstheneedforatraditional
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
uniqueways.
HerearethefourprimarytoolsforbusinessesprovidedbyFacebook:
FacebookBusinessPage:ThistoolhasbeenaroundonFacebookforawhile,butnewfeatures
areconstantlyavailable.AFacebookBusinessPagereplacesatraditionallandingpageasthe
primarymethodforFacebookuserstointeractwithabusiness.
FacebookCanvas:Thisisabrand-newtoolbeingdevelopedbyFacebookthatwillbelaunched
soon,asofthetimeofthiswriting.Itwillprovideprofessionaltoolstohelpcompaniesto
showcasetheirproducts.Tolearnmore,visit.
FacebookLocalAdvertising:Theseadsincludeadirectcall-to-action,sothatcustomerscan
seeanadvertisementandresponddirectly,requestingaquote,makingareservation,or
performinganumberofactionsthatusedtorequireaseparatewebsite.
FacebookLocalServices:Inthistool,Facebookprovidesalistingoflocalbusinessesfor

whichcustomerscanleavereviews.ItissimilartotheservicesofferedbyYelpandGoogle
Local,butisdrivenbyFacebook.Learnmoreaboutthistoolat
/>

Figure1.4:ScreenshotofFacebookCanvasat.
CompaniescanalsocommunicateandengagewiththeircustomersthroughFacebookMessengeror
WhatsApp, allowing all of the layers of advertising to come into one central place, which will
ultimatelyhelptoincreasetherateofsalesconversionsfromyouradvertisingefforts.

9.Nophonenumberneeded–leveragecommunicationtoolswithFacebook
MessengerandWhatsApp
Thewaythatconsumerscommunicateischangingrapidly,asnewtoolsareavailablethatallowfor
quick,meaningfulinteractions.Instantmessagingtoolsformobiledeviceshavegrownexponentially,
andalongwiththem,toolslikeFacebookMessenger(withover800millionusers)andtheFacebookownedWhatsApp(withover1billionusers)aregrowingtoo.
Thesetoolsarehelpfulbecausetheydon’trequireyoutohavephonenumbersforyourclients.You
can contact customers directly through the Facebook Messenger service, communicating in more
waysthaneverbefore:Sendingphotos,videos,GIFs,orevendirectionstoyourbusiness.
Formanycustomers,thisisquicklybecomingtheirpreferredmethodofcommunication,sincethey
nolongerhavetodealwiththeawkwardnessofcoldcalls.Italsoallowscustomerstointeractonthe
go,usingtheirmobiledeviceappsoradesktopdevicebyvisitingwww.messenger.com.Thesetools
alsoallowyoutocommunicatewithyourclientsinricherandmoremeaningfulways.


Figure1.5:ScreenshotofFacebookMessengerthatcanbefound
atwww.messenger.com.
Additionally,thenewBusinessesonMessengerserviceisnowavailablethroughFacebooktocertain
companiesintheUnitedStates.Thisserviceallowsbusinessestocreatecustommessagelayoutsand
toprovidebettercustomersupporttools.Moreinformationaboutthishelpfultoolwillbeavailableat
theendofthisbook.

10.AnalyzeyourresultsontheFacebookecosystem
Inthepast,abusinesscouldonlycalculatetheirimpactonFacebookthroughthenumberof“likes”
their pages received. While marketing activities are now more complex, businesses have the
capabilitytoanalyzeanumberofinteractionsandseethedirectresultsoftheiradvertisingeffortson
Facebook.
Itisimportanttohaveclarityonwhatyouarelookingforfromeachtoolsothatyoucancalculate
yourreturnoninvestment.Forexample,ifacustomerrespondedtoaFacebookadandpurchaseda
$20productandyouspent$5toadvertise,yourreturnoninvestmentwouldbe$15.Overtime,ifyou
can,alsotrackthetotallifetimevalueofaclientforevenmoreaccuratereturns.
StartanalyzingyourresultsfromtheminuteyoustarttouseFacebookforyourbusiness.Thereare
severalwaystodothis:
Onyourbusinesspage,seewhatkindsofcontenthavethemostengagementandusethis
informationtocreatefuturecontent.
WithFacebookadvertisingcampaigns,tracktheadsthatarerunningwellandadaptordeletethe
adsthatarenotaseffective.
Forvideomarketing,lookatthevideoretentionratetoseehowmanyusersarewatchingthe


videotocompletion.
WithWhatsAppandFacebookMessenger,keepaneyeonthenumberofcontactsyourbusiness
hasreceived,howmanypurchasesresultedfromyourinteractions,andwhatqualityoflead(or
potentialbuyer)camefromyourcontact.
Eachofthesetoolswillbecoveredindetaillateron.

THREESUGGESTEDACTIONSTEPSFROMCHAPTER1:
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
packageofthisbook.
Thinkaboutwhichphasesofthesalesfunnelyourbusinesshas.Trytodrawanexampleofit.
Analyzewhattypeofcontentorcommunicationyoushoulduseineachofthosephases.

Considerhowyoucouldcreatecontentthatcatchesconsumers’attentionfast,astheirattention
spanisbecomingshorter.
Makealistofideasabouthowyoucouldhavemoretouchpointswithyourclientsand
communicatebetterwiththem.




CHAPTER2
CustomerandCompetitorAnalysis
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.ThisChapterprovidesfivestrategiesforcustomeranalysis,andanotherfivestrategies
forgatheringcompetitiveintelligence.


Strategiesrelatedtocustomeranalysis
11.Createyourcustomeravatar
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
youwanttoreachandwhowouldbeyouridealclient.
Whencreatingyourcustomeravatar,thesearesomeoftheareasyouneedtoidentify:
Basicinformation:
Age&gender:Whatisthegenderandagerangeofyourmostprofitablebuyers?
Geographiclocation:Whereareyourbestclientslocated?Forexample,whileonee-commerce
storemightdeterminethattheirbestclientsliveinacertainregionofthecountry,alocal
clothingstoremightfindthattheircustomerbasislivesinoneparticularareaofthecity.
Interestscategories:Whatareyourtargetedclients’hobbiesandinterests?Whichmagazines
dotheybuy?WhichTVprogramsdotheywatch?

Websitestheyvisit:Whatarethebiggestwebportals,newssites,orblogsthatyourclients
visit?
Morespecificinformation:
Motivationtobuy:Whatreallyincentivizesyourclientstomakepurchasingdecisions?For
example,someonewhowantstobuyacourseonhowtostopsmokingisprobablyalso
interestedinthebroadercategoryofimprovinghisorherhealth,notjustquittingsmoking.
Mainproblem:Whatisyourclient’smainproblemorchallengeheorshewantstoresolve?
Emotionalneedrelatedtotheproblem:Whatistheemotionalneedrelatedtothemain
problemyouridealclientwantstoresolve?Forexample,singlewomenwhowanttoloseweight
mighthaveanemotionalneedoffindingalifepartner.
Keywords:WhenusingGoogleorothersearchengines,whatkeywordsdoyouridealclients
mostuse?
Formostbusinesses,creatingaclientavatarwithsuch“basicinformation”issufficient.The“specific
information”sectionnormallytakesmoretime,andispossibletodowithout.Regardless,themost
commonmistakebusinessownerscommit–notwithstandingthelevelofdetail–iscreatingjustone
avatar.Irecommendtryingtocreateatleastthreedifferentcustomeravatars.

12.ConductbasicresearchonFacebookPages
Only a few business owners actually spend the time analyzing how other companies leverage
Facebookmarketingbeforeimplementingtheirownstrategies.However,thistypeofbasicresearch