FACEBOOK
MARKETING IN 2016
TABLE OF CONTENTS
INTRODUCTION
ORGANIC REACH ON FACEBOOK
SHAREABLE CONTENT SOLUTION
FACEBOOK ADVERTISING
FACEBOOK ADVERTISING BUDGET
MANAGING FACEBOOK ADVERTISEMENTS
SHARE THIS EBOOK
INTRODUCTION
Facebook has been a useful social media tool for
businesses for years. It has enabled businesses to
have a presence outside of a business website in a
way that did not exist before.
Facebook has implemented changes that have made
posts from business pages appear less in Newsfeeds.
This guide will help you understand how Facebook
changes can affect small business marketing and:
Explain the problem of decreased organic reach
Discover solutions to get posts seen
Learn about Facebook advertising
Manage your Facebook presence and ads
“ How can small businesses
use Facebook effectively
for marketing activities?
”
SHARE THIS EBOOK
ORGANIC REACH:
HOW TO GET YOUR
POSTS SEEN ON
FACEBOOK
SHARE THIS EBOOK
ORGANIC REACH
Organic reach is when your posts show up in your
followers’ Newsfeeds. You may have noticed that your
Facebook business posts aren‘t getting as many likes
and shares lately. That’s because Facebook’s organic
reach is down.
Photo and status updates are now shown to fewer and
fewer people. For a user to see all of your business’s
Facebook content, they must now visit your Facebook
page directly. Decreased organic reach is bad for a
small business marketing plan.
Organic reach of
Facebook business posts
has decreased from over
20% to roughly 2%
How can we fix the problem?
Facebook marketing strategy should include more
shareable content and low-budget Facebook
advertising. SHARE THIS EBOOK
SHAREABLE CONTENT:
THE SOLUTION TO THE
PROBLEM OF ORGANIC
REACH
SHARE THIS EBOOK
SHAREABLE CONTENT
Organic content is still valuable on
Facebook. Just because the post reach is
lower than before doesn’t mean that no one
will see your posts.
Facebook rewards businesses for content
that is liked and shared. What does that
mean?
The more people who like or share a particular post, the
more that post will appear in the Newsfeed of other
Facebook users. Post content that will engage your
followers like useful information that people will share or
business sales and promotions that people will share.
“ Facebook promotes content
that users like and share.
”
SHARE THIS EBOOK
WHAT IS SHAREABLE?
Shareable content includes pictures and status updates
that your customers will intereact with. Post updates with
information and content that potential customers will enjoy.
Updates and pictures that you can tag people or
businesses in will have a strong organic reach.
EXAMPLES OF SHAREABLE CONTENT:
Photographer posts “sneak peak” pictures of a
wedding, tagging the bride and groom
Restaurant posts Super Bowl party menu and
pictures with #SuperBowl
Real estate agent congratulates a family on the
purchase of their new home and tags parents
SHARE THIS EBOOK
FACEBOOK ADVERTISING:
REACH EVEN MORE
CUSTOMERS
SHARE THIS EBOOK
FACEBOOK ADVERTISING
Like other forms of media and communications, paid
advertising will go further than organic reach.
Facebook is no different.
Facebook advertising is not as expensive as most
people think. Facebook allows you to set a budget for
your advertising - you can be successful with a budget
of less than $200.
WHAT TO KNOW BEFORE ADVERTISING:
What should you advertise?
How do Facebook ads work?
Desktop vs. Mobile ads?
How do you manage ads?
“ The purpose of paying
for Facebook advertising
is to generate leads.
”
SHARE THIS EBOOK
SHARE THIS EBOOK
FACEBOOK AD BASICS
GOAL OF THE AD
Determine your goals before placing a Facebook ad.
Want to get email addresses to put on a mailing list?
Trying to generate buzz through a free giveaway?
Get new customers with a discounted rate?
Selling tickets to an event?
CALL TO ACTION
A call-to-action tells the reader what to do.
Free Sample | Download eBook | Book a Massage
The best kinds of Facebook advertising are the ads in
which the call to action will take Facebook users off
Facebook and onto your own website.
CLICK OFFSITE
Facebook ads should get people off of Facebook
and onto your website or mailing list. The longer
people are on Facebook, the more time they have to
get distracted and leave your Facebook page.
Forget about vanity metrics like how many people
“like” your page. Focus on capturing new customers
with a deal, incentive, or information. SHARE THIS EBOOK
FACEBOOK AD CONTENT
What should you include in your Facebook ads?
Advertisements are visually stimulating so your ad
needs to be mostly photo or video. In fact, Facebook
imposes a rule that ads must be less than 20% text.
Incorporate images or video that are relevant to the ad.
FACEBOOK AD EXAMPLES
Video of service offered
Graphic of eBook download
Photo of product
Happy, positive, high resolution images
“ Photo and video ads
increase website visits
and conversion rates.
”
SHARE THIS EBOOK
FACEBOOK AD TARGETING
Facebook ads work by promoting your ads to different
groups of people. Facebook Ads target in these ways:
CUSTOM AUDIENCES
Advertise to people who have visited your
website but did not become a customer.
LOCATION
Advertise to people based on their
proxmity to a specific location. Best for
mobile ads.
DEMOGRAPHICS
Advertise to people based on age, gender,
family size, and household income.
INTERESTS
Advertise to people with interests similar
to your business based on their
Facebook newsfeed activity.
SHARE THIS EBOOK
FACEBOOK AD TARGETING
BEHAVIOR
Advertise to people based on their online
activities like travel or recent purchases.
EDUCATION
Advertise to people based on academic
affiliations and networks on Facebook.
CONNECTIONS
Advertise to people connected to your
Facebook business page through your
followers or friends of follwers.
PARTNER CATEGORIES
Advertise to people who have engaged
with businesses similar to yours.
SHARE THIS EBOOK
TYPES OF FACEBOOK ADS
Facebook offers ads for desktop and mobile.
Desktop ads are the ones that you see
when you’re on a computer. Facebook
mobile ads will be on the Facebook mobile
site that you see on your smartphone.
What’s the difference between them? Log
onto the Facebook app on your smart phone
and on your computer and take a look. Here
are the main differences.
DESKTOP MOBILE
Newsfeed & Sidebar Newsfeed
Scrolling Ads Static Ads
Good for Any Type Best for Location
of Advertising Based Advertising
SHARE THIS EBOOK
FACEBOOK AD BUDGET:
CAN YOU AFFORD TO
ADVERTISE ON
FACEBOOK?
SHARE THIS EBOOK
FACEBOOK AD BUDGET
Facebook advertising doesn’t have to break the bank!
What are you buying with Facebook Ads and how are
the costs measured? There are a several types of
metrics that you can use. Facebook also allows you to
set a maximum spend for your ads so you stay within
your marketing budget.
FACEBOOK AD COST METRICS
Cost Per Click (CPC)
Cost Per Impression (CPM)
“ The cost of advertising
depends on your budget.
Pay what you can pay!
”
SHARE THIS EBOOK
FACEBOOK AD COSTS
ThriveHive has helped customers with very limited budgets.
We recommend starting off a Facebook Ad campaign with
with a budget of $50 to $200.
Facebook enables you to set spending limits - decide how
much you want to spend a day or how much you want to
spend on ads in total and set that as the limit. Pay nothing
over that.
COST PER CLICK (CPC)
A click is when someone literally clicks on
your ad. CPC allows to you see the cost
you spend on each click to determine how
valuable each website visit from your ad is.
COST PER IMPRESSION (CPM)
An impression is how many people see your
ad. CPM allows you to see the average cost
of your ad per 1,000 impressions to
Facebook users.
SHARE THIS EBOOK
AD MANAGEMENT:
MEASURE & MANAGE AD
RESULTS
SHARE THIS EBOOK
MANAGING FACEBOOK ADS
How do you know if your Facebook Ad is working?
Facebook makes it easy to manage and edit your ads
through their ad management and audience insight tools.
Make sure to use tracked links so you can see the reports
in your marketing analytics.
MONITOR YOUR ADS BASED ON:
Audience size - not too large or small
Demographics - age and gender
Number of clicks
Number of impressions
Remaining budget
“ See the results of your ads
through real-time metrics.
”
SHARE THIS EBOOK
CONCLUSION
Facebook’s decreased organic reach presents
problems for small business marketing.
TAKEAWAYS:
Organic reach has decreased from 20% to 2%.
Post only relevant, shareable content that engages
followers.
Tag people and businesses in your posts.
Consider Facebook advertising as an affordable
advertising solution targeting people based on age,
gender, location, and online interests.
Set a budget and monitor Facebook Ads and
results.
Need help with Facebook Ads? Call ThriveHive!
SHARE THIS EBOOK
SHARE THIS EBOOK
ThriveHive is an all-in-one marketing
platform that gives local businesses a better
website and custom marketing plan. Get the
tools and expertise to do all of your small
business marketing, all in one place.
Get Better Marketing Today
(617) 860-3064
