A significant benefit of having Facebook pages (aka 'Facebook fan pages') is their unique capability for advertising. Facebook advertising is a highly specific way in which marketers can define and therefore target their market. For instance, you can target only women between 35 and 55, who live in Ohio and like tennis and cycling. Facebook pages can be used in the Product Awareness stage of your sales funnel. Just imagine; you can have a different Facebook page for each of several hobby or other somehow related interest that your target market has. Facebook advertising is a potential goldmine for ecommerce sites. Additional benefits include the facts that Facebook pages have no limit to followers and amplifies content on the main site. For instance, if you share new content, it reaches more people than otherwise. Facebook (along with other social media) is good for collecting email addresses for email marketing and the earlier (stages of) sales funnels (ie versus later retention marketing sales funnels). In the latter case, it is a kind of off-site, live / non-static 'About us' page. In this regard, Facebook pages are particularly useful for social proof (ie others whose association and engagement with you and the currency of your activity socially 'validate' you in the eyes of others who may be thereby inspired to 'like' you).
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This post is an overview of the steps required to set up a Facebook page from which great marketing campaigns may begin.
However, it is noteworthy that Facebook requires you to have a personal account before you can create a Facebook (business) page. Do not worry about this requirement becoming a time consuming chore for each Facebook page because you may have multiple Facebook pages attached to a single personal Facebook account. Know too that, when Facebook pages are created, they appear as separate and distinct from their personal owner to the extent that even Facebook friends and family will be unable to link the Facebook page to its owner. This post will assume that you have already set up a personal page.
However, it is noteworthy that Facebook requires you to have a personal account before you can create a Facebook (business) page. Do not worry about this requirement becoming a time consuming chore for each Facebook page because you may have multiple Facebook pages attached to a single personal Facebook account. Know too that, when Facebook pages are created, they appear as separate and distinct from their personal owner to the extent that even Facebook friends and family will be unable to link the Facebook page to its owner. This post will assume that you have already set up a personal page.
- Log in to your personal Facebook account
- Click the drop down menu icon (ie downward arrow) in the top right corner, pictured immediately below
- Select 'Create Page'
- You should see 6 options (like 'local business', 'company, organisation', 'brand', etc). Select the most appropriate option
- Continue with steps like 'About Us' information, 'Profile Image' (180*180 px), 'Favorites' and 'Preferred Page Audience'. While you may skip some of these steps, pay special attention to completing the target market information. See how to set the image size.
- Create an image, preferably 851*315 px as a header banner. It will appear as a partly obscured background for the profile image. This banner image can take on of several approaches. For instance, it can display contact, visually describe your business without any text, the same as your website's home page banner and so on. See how to set the image size.
- That's it!
- Highlight the URL at the top of the page. Otherwise, search for and access the page from within your personal page. Apply the URL into your ecommerce platform. To integrate your Facebook page with your Shopify store, the following applies.
- Log in
- Online Stores
- Themes
- Social Media
- Paste the URL into the 'Facebook' window
- NB. When you are ready to create advertisements and other admin tasks, make the selection like 'Create Ad' in the top right drop down menu you used earlier to create the page.
- DOs
- Keep your Facebook page updated with valuable content. This helps leads at the earlier stages of the sales funnel to see that you are active. Typically, 5 to 8 daily posts are ideal to show a high level of currency. Content usually comprises offers, blog articles, carousels of top X products and recycled content from Facebook groups.
- If you become overwhelmed by updating all of your online social media, prioritize Facebook groups ahead of Facebook pages simply because the former has a far greater reach. Simply recycle much of the content from your Facebook groups. Encourage more corporate, broadcast-type one-way communication on your Facebook page (... but two-way communication in your Facebook groups).
- Take advantage of the free demographic analytics available for your Facebook page. Facebook page analytics will give information like age, gender and so on that helps you to better target advertising. You can not get this kind of information on personal Facebook pages.
- When starting and trying to create or increase 'reach' free of cost, ie the number of people receiving your content, send personal one-on-one messages to people who really know you. Ask them to like your page. They may be business contacts, including manufacturers, employees and other contacts who may be interested in reading your posts. Chances are, if the content is sufficiently interesting to them, they will share it. This is particularly the case if you run promotions that include their brand. NB send messages only to people who are active, including businesses that are already advertising on line, scroll through your news feed to find people who post frequently and so on. Draft a message that is something like the following. Facebook advertising and promotional strategies are paid alternatives of advancing brand awareness and likes.
- Hi John, Please have a look at my video on [platform] at [URL www.domain.com] about [... concise keyword(s)]. I noticed your interest in this topic [... in your newsfeed] and hope you will enjoy this. If you like it, please [... add your comment and or forward it .... ie call-to-action]. Thanks, Matt
To access your Facebook page ... ck
- Log in to your personal page
- Click the Facebook icon in the top left corner
- Click 'pages' in the 'explore' section
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RELATED TOPICS- Facebook conversion pixel
- Facebook advertising: an introduction and tutorial
- Facebook groups. Facebook groups are becoming more effective than Facebook pages in terms of retention sales funnel marketing to prospects (by customers)
- Facebook pages can be used in the Product Awareness stage of your sales funnel. You can have a different Facebook page for each of several hobby or other somehow related interest that your target market has.
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