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Free Facebook Marketing Guide

What is Facebook Marketing?

Definition: Facebook marketing is the process of promoting a brand and maintaining its presence on Facebook. Facebook marketing refers to both organic (free) postings/interactions, and paid, or "boosted" posts.

Why  is Facebook the best platform for Marketing?

Has Global coverage: Over 1,5 billion users visit Facebook daily. About 2,3 billion — every month. More than 7 million active companies create ads for this massive audience.

Offers highly targeted paid ads: With Facebook Ads, you can tailor your promotions to a specific audience based on gender, age, location, job, interests — any demographical or behavioral data, which users willingly share with Facebook.

Makes organic reach possible: If you don’t have resources to utilise Facebook Ads, build relationships organically by sharing materials that bring value to people on your Facebook page. Your posts will show up in the newsfeed, though the high level of competition will make it harder to build an audience naturally.

Allows integrations with other marketing channels: Facebook marketing is not a single isolated system. You can combine it with other marketing channels, like email marketing, mobile marketing, search engine marketing, and Facebook Messenger ads, to develop a promotion mix that will increase your brand outreach.

Benefits  of Facebook Marketing

In this section, we’ll dive deeper into the advantages of using Facebook in your marketing strategy. You’ll get to know which goals you can achieve with this platform apart from reaching wide audiences.

Precise targeting: You already know that Facebook allows users to deeply segment their audience but let’s take a closer look at the options available. Within demographic targeting, you can select an audience with a particular income, education level, life events, relationship status, or job. You can look for customers, taking into account their interests, such as their preferred entertainment, sports, hobbies, and shopping habits. Also, you can reach clients based on purchase behaviors, intent, device usage, etc.

Increased website traffic: With this platform, you can drive your audience directly to your website. Moreover, these people will be higher quality leads than users who land on your site organically because they already know your company. Hence, you have more credibility in their minds. Encourage your followers to visit your site to find out more about your products. Besides, when linking to a site, Facebook generates a full-size image if your site page has one. So, it will attract many users’ attention and help you boost website traffic.

Variety of ad formats: Facebook provides businesses with excellent opportunities that allow them to showcase their products from the best angles. Ads on this platform include both text and visual formats. You can boost your post by turning it into an ad, produce stories to show your behind-the-scenes, make a slideshow of your new collection, use carousel ads to demonstrate up to 10 products linking to the corresponding pages, etc.

Customer support: A lot of people prefer to connect with a brand via social media. Phone calls have become a thing of the past. Create a chatbot for Facebook Messenger to communicate with users based on their popular queries — keywords. They can include “price,” “delivery,” “payment options,” “purchase,” “book,” etc. You only need to develop a scenario based on users’ FAQs and write the answers. Your chatbot will imitate the real conversation. As a result, your support team will have time for more complicated issues and you can automate routine tasks.

Positive impact on SEO: Some marketers claim that social media influences search rankings. It’s believed that robots take into account your data in the About section while ranking. Moreover, your social media engagement contributes a lot. Shares, likes, and comments tell Google that people are interested in your brand and engage with it. Although there is no exact proof, it isn’t superfluous either.

Types of Facebook Ads

Image ads: These simple ads are a great way to get started with Facebook paid advertising. You can create one with just a few clicks by boosting an existing post with an image from your Facebook Page. . Video ad: It is an excellent way to demonstrate the features of your product in action. Facebook allows using different types of video to meet specific goals: short videos and GIFs to quickly capture attention on a go, or In-Stream videos for a longer TV-like watching.

Carousel ads: This format allows showcasing up to ten images or videos inside a single advertisement — each with a link to a specific product page. It provides a vast field for creativity and interactivity since you can feature one product in detail, or a few different products, or tell a story, separated by those carousel cards.

Collection ad: It is like a small catalogue of your products right in a post on the Facebook feed. A Collection ad consists of one original video or image and four smaller pictures below in the form of a grid.

Poll ads: This mobile-only Facebook ad format incorporates an interactive component by adding a two-option poll to an image or video ad. You can add a separate link for each poll choice. Both you and those who answer will see the tally of responses to each poll option.

Slideshow ads: It is a video-like format that displays well even if the speed of the internet connection is low. You can create such an ad using a variety of stock images, some handy tools for video editing, and even music.

Lead generation ads: This format was developed to assist in generating leads, especially regarding mobile users. When a user taps on the image in such an advertisement, a subscription form shows up right in the ad, making a few taps enough to opt-in to your newsletters.

Dynamic ads: Dynamic ads allow you to promote targeted products to the customers most likely to be interested in them. For instance, say someone has visited a product page or placed a product in their shopping cart on your website, but then abandoned the purchase. With dynamic ads, you can advertise that specific product in their Facebook feed. This reminds the potential customer to complete the purchase, and can be a very effective Facebook marketing strategy.

Messenger ads: Facebook Messenger ads give you access to the 1.3 billion people who use Messenger every month. When creating your ad, simply choose Messenger as the desired placement. You also need to select a Facebook feed.

Stories ads: Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-screen vertical video format that allows you to maximize screen real estate without expecting viewers to turn their screen.

Augmented reality ads: Augmented reality ads use features like filters and animation to allow people to interact with your brand.