Facebook has a really huge user base worldwide. “As of the first quarter of 2016, Facebook had 1.65 billion monthly active users. ” Data source
More importantly Facebook clusters users into groups according to their interests analyzed through information added to their timeline, topics related to the pages they like and keywords or phrases that show in ads they clicked before. In other words, Facebook enables businesses to do marketing accurately targeting who they want. There should be no doubt that Facebook is an extremely effective social networking tool for marketing. Then how to utilize Facebook for marketing?
Basically, E-commerce businesses can utilize Facebook page and Facebook Ads.
A Facebook page gives businesses a voice and presence on FB and it is designed to help businesses connect with customers and reach goals. Customers can learn about businesses’ products or services. Also customers can see the things promoted in News Feed with Facebook ads.
Before building a FB page, questions including what the goal is, what it will be about, what the image it will develop, and who the prospect is should be considered clearly.
To create a FB page, go to https://www.facebook.com/business/ or personal FB account and then just follow the step.
When starting building your own FB page, you will be required to choose what category your page falls in which should be based on your goals of building the page and will also influence later editing.
The next step is like the SEM applied in FB; in other words, how people find you. The description should be aligned with the content of your page and has the most possibility for target audience to search. The FB URL should be easy for target audience to remember and related. It had better be the same as the name of the page. If you have a website especially for your page, just add it aiming to draw traffic to your website for more possibilities like conversion.
After building the page, you can also re-edit it via Settings on the right corner of the webpage. Also you can pay for to boost your page via Promote Page on the left of the webpage.
Or you can also promote your page via Facebook Ads. With Facebook Ads, businesses can create targeted ads to reach different audiences. Businesses choose the type of people they want to reach and Facebook will deliver their ads to them. This makes their ads more relevant for the people who see them and brings real results. To create a Facebook ad, go to https://www.facebook.com/business/products/ads or personal FB account.
Facebook Ads offer 11 objectives with different ad setting.
You can define your audience, budget and schedule. Audience definition is really vital. It can not be too broad or your ads may not be valid. On the other hand, it can not be too specific either. Otherwise, you are unable to reach too many audiences. It can be told from the chat on the right whether your definition is too specific or too broad. For example, I am set an ad for my Facebook page, Chinese cuisine cooking, since I live in New York and I may open an actual training course in the future, I define the location as people who live in New York.
Since my page aims to teach students especially Chinese international students and young professionals who don’t have too much time or cooking skills to cook Chinese food quickly, I choose age from 20 to 35, all genders as well as English and Chinese.
Also choose Chinesefood and Cooking as interests. After definition, you can see your potential reach on the right.
And then you can define daily budget or lifetime budget according to your campaign
After posting an ad, you can see how it works via insight. More information can be found on this video.