Social media is the number one vehicle for online marketing, and Facebook may be the most popular site of all. Facebook marketers must consider?content delivery, promotions,?etiquette and privacy, creating community, applications, advertisements, the open graph, and much more. Written by social media experts, this all-in-one guide gives marketers and small-business owners all the tools they need to create successful Facebook marketing campaigns.
- Successful marketing campaigns today require effective use of social media, especially Facebook
- This guide covers understanding Facebook basics, developing a marketing plan, creating your business Facebook page, engaging your community, working with apps, advertising within Facebook, ways to connect with users, and monitoring and measuring your campaign
- Expert authors use plenty of examples and case studies to illustrate the techniques and how to use them
Everyone with something to market on Facebook can do a better job of it with the advice in Facebook Marketing All-in-One For Dummies.
From the Authors: 5 Things to Know About E-Commerce on Facebook
Business owners all over the world are exploring and diving into social media marketing on Facebook, but what does that mean for your business? Do you have a community-based local store with business hours, or do you have a consulting company that conducts business over Skype at all hours? Both types, and the myriad of different types of businesses between those two points on the spectrum, can use Facebook as an e-commerce hub, or outpost, to gather new business.
There are 5 main things to know about e-commerce on Facebook before you jump in. And if you have already created a business profile Page on Facebook, going over these points will help you, too. This is a quick look at a very important subject. To further your understanding make sure you pick up Facebook Marketing All-In-One for Dummies.
1. You must use a business Page profile (not a personal profile) to conduct business on Facebook.
There are two main types of profiles on Facebook; a personal profile and a business Page profile. It’s against Facebook’s rules to sell or conduct business through a personal profile, but it is highly encouraged to sell through a business Page profile. It’s really easy to set-up a business profile and create a great business Page. Go to Facebook and look for the Create Page button to get started. You can also find a Create a Page link at the bottom left column of any Facebook Page.
The most important thing you need to keep in mind as you go through the process of opening your Facebook Page is, are you a local business with hours open the public, or not. If you are, then make sure you click the Local Business or Place type, as that will give you a rich Info link to put things that are specific to a bricks and mortar store.
2. Using an E-Commerce application will make business transactions easy.
Once you’ve created your business Page, you’ll want to explore some e-commerce applications (apps). There’re lots of really good apps that will create a link on your Page that will either let people purchase right there (without leaving the Facebook environment) or link to a website off Facebook for purchases. In most cases you won’t need a merchant account either – PayPal can be used to make the transaction. If you are part of an e-commerce community, they might have already built a Facebook app for you! You should be able to find out on the community’s website under Resources or Tools. Ask, if you don’t see one, as they might be in the middle of creating one for the community!
3. You can link from Facebook to your existing Website Store.
If you already have an e-commerce website and would prefer to just link from Facebook to it – breathe easy, because this is really simple to do. One of the best ways to link back to your website is to use an app from woobox. One of their options is create a custom link (using the Static iFrames app) that you can use to direct people back to your existing Website store pages. You will need to paste some HTML code in a box (geeky meter at an 8). After your custom link is set up that links people back to your website, you will still need to occasionally remind people about your products through regular posts with a link to your website. Turns out that most people who Like a Page don’t visit the Page, they only see posts that come across their News Feed from the Page. So you will still need to give them an easy way to see your products through posts with links.
4. Make your business social.
To really enjoy the marketing potential of Facebook, or any social media site, you need to remember the qualities of a social environment; sharing, conversing, appreciating and being attentive. Don’t just post links to coupons, or post strong push-type marketing phrases. People enjoy being on Facebook because of the human interaction, so start a conversation with the people who Like your business Page. Once they see how much you know about your subject or product they will start to refer people to you and become a social force in your marketing efforts. Learning how to be social and market can take some time, but it will be well worth it as your social authority grows with your Facebook Page connections (your fans).
5. You don’t have to stay in the shopping bag (box).
Let’s jump out of the shopping bag for a moment, ok? Using an e-commerce app is a good thing, but maybe you can try something different, something that jumps out as unique and edgy. Here are a couple of ideas to ponder:
• Video Posts: Why not use video posts to sell your stuff? Fancy yourself a TV Shopping Channel? If you are really charming and fun on video, think about creating some short snappy videos that highlight a new product, or new service. Post them on a regular basis or as the mood strikes you! You can use the built-in Facebook webcam recording system with your computer, or upload a video created on your iPhone, iPad2, or any smartphone with video capabilities. Always include a link to the product in the video comments section.
• Happy customer photos: Take pictures of your happy customers and publish them to your Page’s Wall. If you are personal Friends with them on Facebook, ask their permission to Tag them so they can share it with their Friends.
• Use the photo strip across the top of your Page to feature products: You have five photo spots to feature something — why not what you are selling! There are some great examples of this all over Facebook. Do a little exploring to find what works for your business and have fun with it! Get started and enjoy your new Facebook business Page! You’ll be opening doors to new customers you wouldn’t have reached any other way!
From the Authors: Top 10 Do’s and Don’ts for Your Facebook Page
Everyone has told you that you need to start a Facebook Page and you finally did it! Hooray! Now what? You want to make sure you are doing it “right”. Are you posting enough and what do you post? How do you get people to visit your Page and Like you? This list of Top 10 Do’s and Don’ts for your Facebook Page will help answer those questions and get you started down the right path.
1. Post regularly. Post least once per day (you can take the weekends off if you like). As people are connecting with more people and Pages on Facebook, your post may be missed in their crowded News Feed. Being active on Facebook and posting often ensures that your business is staying in people’s minds.
2. Vary your content. Post pictures, videos, questions, and links. People enjoy variety and different things will appeal to different people in your community. You may find you get more response and interaction from the pictures you post or maybe from a question. Track your interaction with the Insights area so you know what is working for you. The content and links don’t all have to come from your website. Posting links to other helpful articles or videos about your niche is encouraged.
3. Respond to posts. If someone takes the time to comment on a post or post a greeting or question on your Wall, make sure you respond. You don’t have to respond to each and every comment in the thread of a post but make sure you acknowledge the conversation. With the e-mail notifications you receive, you can see when someone posts to your wall or comments. Nothing looks worse than a Facebook Page where the comments or posts go unanswered.
4. Publicize your Page. Get the word out about your Facebook presence with a prominent link or Like Box on your website. Send an invitation to your e-mail list to come and Like you. Put a sign up in your local business about your Page. Put a link to your Facebook Page in your e-mail signature.
5. Have a Welcome Page that new visitors land on. A custom landing page does not have to be terribly difficult. It can consist of an image that tells people a little more about yourself or your company and tells people to click the Like button. There are a variety of applications that can help you add this custom page.
1. Be afraid of negative comments. Make sure you allow the community to comment on your posts or on your wall. Don’t be afraid if you get a bad review or negative feedback. Address the comment and try and provide customer service. Negative feedback can help you improve your processes or product. If the comment is completely unfounded or just in poor taste you can delete it.
2. Have a boring Page. Add some excitement to your page with some of the Facebook applications. You can bring in your YouTube Channel, add a contest, add your blog, or bring in special offers that are available only for your Facebook Community. Make your Page a fun place to be.
3. Oversell. Your Facebook community isn’t there for a pitch-fest. It’s ok to mention new products or a special sale or a workshop you are running from time to time. But make your posts 90% -95% useful and interesting content and 5-10% sales.
4. Leave spam posts on your Page. You will get spam posts from people occasionally. You know the type, where someone posts a link on your wall to a miraculous product or money-making deal. It’s perfectly acceptable to delete these posts. The people that post them are not adding value to your community. If someone continues to post unwanted things on your wall, feel free to ban them. It’s your sandbox and you want to give your community value, not spam.
5. Be too serious. Facebook is first and foremost a social place. People go on Facebook for fun and entertainment. Post some engaging questions, crazy news stories, or irreverent pictures from the office. Let your personality shine through a little. Just make sure everything is in good taste.
Above all, watch what is working for you. There is no one “right” way to do everything on Facebook. Hopefully these general guidelines can help you get started.