Facebook Marketing 101

A Complete Guide to Facebook Marketing for 2015

by Zoe Summers of The Mass Planner Blog

Copyright 2015 Mass Planner | www.massplanner.com

Facebook Marketing 101 – A Complete Guide to Facebook Marketing for 2015

by Zoe Summers

All right reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted
by any means, electronic, mechanical, photocopying, recording or otherwise, without written
permission from the publisher and author. No patent liability is assumed with respect to the use of the
information contained herein. All terms mentioned in this book that are known to be trademarks or
service marks have been appropriately capitalized. Use of a term in this book should not be regarded
as affecting the validity of any trademark or service mark. Facebook is a registered trademark of
Facebook Inc.

June 2015: First Edition

While every precautions has been taken in the preparation of this book, the publisher and author
assume no responsibility for errors or omissions, or for damages resulting from the use of the
information contained herein.
This book presents general information about technology and services that are constantly changing,
and therefore it may contain errors and/or information that, while accurate when it was written, is no
longer accurate by the time you read it. Some actions in this book may be subject to legal restrictions.
Your use of or reliance on the information in this book is at your own risk and the author and publisher
disclaim responsibility for any resulting damage or expense. The content of this book represent the
views of the author only.

2
Letter from the author
5
What You‟ll Learn 6
The Complete Guide On Getting Started
With Facebook Marketing
8
11 Proven Tactics To Grow You Facebook 39
Page Fan Base

Inside The News Feed Algorithm: How To 53

Get In The News Feeds More Often
The Importance Of Facebook Videos And 67
How To Use Them To Your Business
The Beginner‟s Guide To Facebook Ads 82
Core Elements of Marketing With
Facebook Ads 98
Every month 1.39 billion
“Unless you try to do something beyond
people log into
what you have already mastered, you will
Facebook. To give you
never grow.” - Ronald E. Osborn
some perspective, China
has a population of 1.36
billion people and 1 Many businesses are still unaware of the
billion was the entire advantages of connecting with their customers on
Earth’s population in
social media, and some still fear it due to their lack
1804.
of understanding. But when 93% of buying
Facebook is clearly the decisions are based on social media, ignoring
biggest social media
social channels can be detrimental to your
community out there.
businesses.

4
 Facebook Marketing 101
A Complete Guide to Facebook Marketing for 2015
by Zoe Summers @ Mass Planner

.
With this eBook, we aim to help you get
started with Facebook Marketing and keep you up
to date with all the changes that affect your plans.
In today's marketing landscape, there is no
question whether to start building a Facebook
presence or not. The question is how to do it in a
fast and efficient way.
This eBook is a guide with the purpose to
take you through the process of setting up your
Facebook Page and Marketing plan, from the very
Zoe Summers
beginning. If you're an advanced Facebook Social Media Expert at
Marketer, don't worry, there are plenty of new Mass Planner – The most

ideas that will give you food for thoughts and help powerful social media
automation software
you improve your marketing game.
There will be however a lot of testing and Follow me on:
experimentation on your part. But with the ideas
and knowledge in this book you will be able to
speed things up, build a successful brand and
meet your business goals.

To your online success,

Zoe Summers and The Mass Planner Team
5
Here’s What You Will Learn In This Book

The Complete Guide On Getting Started With Facebook Marketing

In this chapter, we will review the basic rules of Facebook Marketing.
Everything you need to know before getting started with your marketing
campaign, what is the difference between a Facebook Profile and a
Facebook Page and why you need to have one of each.

You‟ll also learn the most efficient ways to use your cover photo for
branding and the best methods to dramatically increase the engagement
on your Page and drive traffic back to your website.

11 Proven Tactics To Grow You Facebook Page Fan Base

We'll dissect the best ways to build your Facebook Page fan base. In this
chapter, you will learn the best 11 strategies to quickly grow your
followers with an ideal audience.

Inside The News Feed Algorithm: How To Get In The News Feeds
More Often
In this chapter, you will learn how to determine your EdgeRank and why
it‟s important for your Facebook content. We will walk through all the
News Feed algorithm changes throughout the years, and we will study
the best methods to increase your score to help you get into the News
Feed more.

6
The Importance Of Facebook Videos And How To Use Them With
Your Business
Your Facebook content is the only thing that can make or break your
business Page. That‟s why it‟s in your advantage to know what type of
content can boost your engagement rates and ignite your fan base
growth.

In this chapter, we‟ll discuss the importance of the video format in

advertising and how to use it for your business.

The Beginner’s Guide To Facebook Ads

This chapter will give you a high-level snapshot of Facebook Ads. We‟re
going to explore all the types of Ads that you can create on Facebook. In
addition to that, we‟ll walk through the best practices when creating your
first ad campaign.

Core Elements of Marketing With Facebook Ads

This chapter will help you understand the whole idea behind Facebook
Ads, how to prepare your campaign and optimize it until successful.

We discuss the planning, targeting, creatives and budgets. We‟ll walk

through the optimization process of your ads based on your business
goals. And we‟ll also see the best strategies to test your ads and
continuously improve them.

So let‟s go ahead and dive in.

7
In this chapter, we will review the basic rules of Facebook
Marketing. Everything you need to know before getting started with
your marketing campaign, what is the difference between a
Facebook Profile and a Facebook Page and why you need to have
one of each.

You‟ll also learn the most effective ways to use your cover photo for
branding and the best methods to dramatically increase the
engagement on your Page and drive traffic back to your website.

8
The Complete Guide On Getting Started With
Facebook Marketing

Whether you have a small

business or a Fortune 500 company,
you are a celebrity or simply make a
living online, you cannot ignore the
importance of a consistent Facebook
presence for your online success.

Facebook marketing has become

an integrated part of the overall
marketing strategy for the most thriving
brands these days and contributed to
Every month 1.39 billion people log
their massive growth.
into Facebook. To give you some
perspective, China has a population
However, it can be challenging, of 1.36 billion people and 1 billion

even for the experienced marketers to was the entire Earth’s population in
18041.
keep up with all the Facebook changes
According to the company‟s earning
and algorithm updates. Many slides for Q1 20152:
strategies that once worked are
useless and when you think you got it
all figured out Facebook announces
another change.
So, before getting frustrated for
not seeing the best results for your
efforts,
9
let‟s take a look at the Facebook Marketing Best Practices for 2015. This
guide will keep you up to date with the latest changes on Facebook, the
newest marketing strategies that work and mistakes to avoid.

First, let’s see ten rules to have in mind before creating your
Facebook Page.

#1 Get A Human Touch

It is not an accident that I‟ve started with this as a first rule. Showing
a human side is the first rule of social media. Moreover, it will be so, no
matter what changes Facebook might bring in the future. On social media
(and I‟m referring to all the social platforms out there, not just Facebook),
people connect emotionally with one another, and the same thing goes
for brands too.

10
 The best way to show your personal side and connect emotionally
with your audience is to invite them behind the scenes. Show them the
team behind your amazing products. When talking to your fans use first
names. Post holiday pictures or daily life events. You don‟t have to be too
personal, just to let your fans get a glimpse of who you are when you
don‟t put your working face on.

People tend to trust a brand more when they know there‟s a real
person behind it. And with trust you have engagement, and traffic and
sales, and … you get the picture.

11
 #2 Create Fresh Content
I bet you hear this a lot. The key to social media success (in fact, to
online success) is new, unique content. The internet is flooded with the
same old stories. Too many people think alike, sound alike and write
alike. There‟s too much content online, and it‟s getting harder and harder
to find good, rewarding information. When you find such a source, you
stick with it.

To make yourself stand out from the crowd, you need to have
courage and determination. Don‟t be afraid to tell your opinions. Dare to
be different! Tell a story from a new perspective,

12
find rules that you can break3 to help you enhance your social presence.

Don‟t just follow other social influencers. Learn from them, but do
your own thing. Become an influencer yourself!

The only thing you need to have in mind when creating fresh content
is your audience. Write content to attract your ideal audience, because
they‟re going to become your number one fans. No matter the social
platform you use, you need to consistently create new content and
always share your best stuff.

Try creating a little curiosity with each post, to make people pay
attention and want to read more.

#3 Focus on creating a community (not on collecting likes)

You can say that you have a community when you managed to
attract the perfect audience for your business, the people that can
appreciate your real value. These people are genuinely interested in what
you have to say.

Having true fans is more important to your Facebook page than

racing to get more likes, any likes, just to have the numbers. In fact,
having likes from people that are not interested in your content and are
not engaging with your page, can actually hurt you.

Engagement is about getting your fans to take action (to like your
posts, shares your updates, leave a comment or click on your links).
Engagement is the real name of the game when you‟re talking Facebook

13
Marketing. And the reason engagement is so important is that all your
fans actions are directly influencing your EdgeRank. We will talk more
about the EdgeRank in one of our future chapters, but for now what you
need to know is that this rank decides whether to show your content to
your fans or not. So, every time people take action your EdgeRank goes
up. This means you‟ll show up in the News Feeds more often, and people
will see more of your posts.

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 If you‟ve got zero engagement, then none of your fans see your
posts in their News Feeds. Better reach goes hand in hand with more
traffic to your page, which is good for your business, right? So, if you
want better reach, you need to create an engaged community around
your business

#4 Don’t forget to have some fun

Many people are on Facebook to have fun. To take a break from
work and connect with people that matter in their life.

15
 Why We Like, Comment, and I will be brutally honest with
Share on Facebook4
you right now: people are not on
On average, 44% of Facebook
users, “like” content posted by their
Facebook to do business with you.
friends at least once per day, with They want to look at some funny
29% doing so several times per
day. pictures, videos, find an old college

Why we “like”: buddy or see what their long-

• It’s a quick and easy nod
• To affirm something about
distance family members are up to.
ourselves
• To express virtual empathy
• Because it’s practical/we’ll get So you can‟t make it all about
something in return
your business and brand on your
Moira Burke, has found in a
research that personal messages
Facebook page. Meet your fans
are more satisfying to receivers where they‟re at and have some
than the one-click communication of
likes. fun in the process.

Studies show that when students

updated their Facebook statuses
more often, they reported lower
#5 Make it all about your
levels of loneliness. audience
What we “share”: People love to talk about
• 61% share interesting stuff
• 43% share important things themselves and what they‟re up to.
• 43% share funny things
• 37% let other people know what
If you highlight your fans on your
they believe in and who they Facebook page, you will be able to
are
• 30% recommend a product or increase your engagement rates
service, movie, book, etc.
and reach.

People will like and share more of your updates because they‟re
not over promotional, but fun. So their friends will see them and share
with their friends and so on. Sooner rather than later, your updates will
show up more in your audience‟s News Feeds.

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And when you win your audience‟s trust, your promotional updates will be
well received and most importantly visible to a huge following.

#6 Create enticing Calls to Action

We often assume that people will take the actions that we want them
to take without having to mention it. But sadly that‟s not the case. If you
don‟t tell your fans what to do next, they won‟t do anything.

Have a clear goal for your content strategy, decide what the primary
actions that you want your fans to take are and just go ahead and ask
them. You‟ll see a boost in your performance and you‟ll start reaching
your goals sooner.

People are too busy and even if they appreciate your content,
sharing it with their friends may not be the first thing on their minds.

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#7 Make use of the power of social proof

Make sure that your

top fans, those that not
only engage with your
content on a regular
basis but purchased
your products or
services, get the chance
to share their experience
with your brand. Make it
easier for them to spread the word to their friends.

One way to make people talk about you is to do fun things, like
contests, where the spotlight is on your audience.

#8 Encourage conversations between your fans

Create a community that supports peer-to-peer communication
among your fans. When people are engaged with your content, you want
to take it one step further and get them to talk to each other on your page
as well.

One way to do this is by showcasing your fans. This way other fans
will get involved. And you‟re not only getting your top fans to shine on
your Facebook page, but you will get other people to know your fans as
well.

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 Humans Of New York5 is one brand that successfully managed to
create a truly inspired and engaged community. As you can see people
engage with one another, they like and reply to other people‟s comments.

#9 Create a brand link

Make sure you establish a bridge from your Facebook presence to
your website. Let your brand personality be noticed in all the content you
produce.

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 Have a branded timeline cover and profile photo. Look professional
on Facebook but at the same time familiar to the people that know you
from outside the social space.

#10 Always be measuring

Always have clear methods in place that enable you to consistently
track your Facebook marketing progress. All the time you spend tracking
your progress will pay off as you will be able to expand the reach and
exposure on Facebook because you will continue to do what‟s already
working for you.

And you don‟t even have to spend that much time on tracking. In just
15 or 20 minutes a week you can figure out what improvements to make
and what type of content your audience receives best.

Make use of the Facebook‟s Page Insights, where you can see
which posts get the most engagement and reach. You can see how many
people are talking about a post, and if it‟s doing really well, you want to
do more of that.

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 What is the difference between a Facebook
Profile and a Page?

Facebook Profile vs. Facebook Page

Your profile is more about your personal life. The place where you connect
with your friends and family, people from high school or college.

A Facebook page is meant mainly to promote your business. So you can

look at a profile as a personal persona and your page like a professional
persona.
But how about mixing things up a bit? On your Facebook Page, you can
offer a glimpse into your personal life, letting your fans know the real you.

21 21
Meanwhile, on your personal profile, you can let your friends know about
the products that you‟re working on or a coming event for which you need
their support.

By mixing the professional with the personal and vice-versa, you will
get double the exposure.

Of course, you don‟t need to go overboard. You can share some

pictures, maybe some fun facts about your life on your Facebook page.
Not too personal, but enough to let people get to know you and see
there‟s a real person behind your brand.

The same goes with your profile: you don‟t want to sound too
professional and talk only business with your friends. On your profile, you
want to get more personal while on your page more focused about your
niche and your business.
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 To take advantage of both your profile and your page you need to be
active on both. Don‟t neglect one or another. At first, your updates on
your profile will get more reach and engagement from your friends. But if
you‟re very active on your page, you will start to get similar exposure on
page posts too.

Allowing people to follow your profile

We all can have a maximum of 5000 friends on our Facebook profile.
When you reach this limit, you have the option to allow people to follow
your profile so they can still receive your updates.

To do that you need to:

1. Go to your settings
2. Click Followers in the left column
3. Choose Everybody next to Who Can Follow Me

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 Some people prefer to connect with the individual versus the brand.
By allowing them to follow your profile, you will get expanded visibility.

You profile‟s posts will have higher priority when displayed in the
News Feeds than your page‟s posts. Having both, the profile and the
page will get you into the News Feed for more people often.

How To Create a Facebook Page - Step by Step

Now let‟s see what the steps to creating a Facebook page are:

1. Click on the “Create Page.” option in the Facebook menu, right next
to your username.

2. Choose a category for your page in the following screen

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3. Add details for your business and then click “Get Started”

25
4. Add more page details to increase the chance that your fans find you
through search and save your information.

Using Facebook “As Profile” vs. “As Page”

Now that you decided to keep both your Profile and your Page, there
are some things you need to know.

You can switch between your profile and your page when using
Facebook. This means you can like other pages as your page, you can
post content, like or comment as your page on any timeline of a page that
you‟ve liked. You don‟t even have to like the page, and you can do all
those things as your page on their timeline.

Posting on other page‟s timeline as your page is a powerful method

to get more exposure for your brand. If you go out there and post
26
valuable content on other pages in your niche, you will get noticed. Try
not to be too promotional though. It will turn people away. Instead share
relevant and helpful information.

However, you can‟t post as your page on another profile. That‟s

against the rules. So, if you switch to using Facebook as your page and
go to a profile and try posting on their timeline, that won‟t work.

Branding Your Facebook Page

Now let‟s talk about branding. Having a brand consistency
throughout your online presence is a critical aspect of any business.
Branding your Facebook page will give your audience a sense of
familiarity and trust. Show your brand personality through the content you
share, the images you use or the voice and tone you promote.
Let‟s start the branding process with your profile image and the cover
photo.

Branded Profile Image

The Profile Image is the smaller square at the bottom left of the
header, overlapping the cover photo. You have to upload an image at
least 180×180 pixels. It‟s displayed at 160×160 pixels even though its
size is actually resized to 168×168 pixels. There‟s a thin white border
automatically added to your picture, and there‟s no way to remove it.

The profile image that appears next to your name on comments and
posts is the same image but is automatically scaled down to 32px by

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32px. As you can see, the profile image works like a tiny avatar, so it‟s
better to avoid having words that can‟t be distinguished. Try to stick to
your headshot if it‟s a personal brand or an image that represents your
business versus a bunch of words.

Timeline Cover Photo

The Facebook Cover Photo is the large panoramic image space at
the top of the timeline. The optimal size for the cover image is 851×315
pixels. This is serious real estate for your brand to be visually
represented on, so you don‟t want to waste it.

Another thing you need to have in mind when creating your cover
photo, besides the size, is that they now have a narrow gray semi-
transparent gradient running along the bottom. This is something
personal profiles have had for a while, but it‟s now also available on
cover photos on business pages.

If you‟ve just set up a new Facebook profile or page and don‟t yet
have a cover photo when you try to add one, you‟ll see a message from
Facebook with some ground rules:
• don‟t use your timeline cover photo for ads, promotions or to sell
your products or services
• don‟t use content that is commercial, promotional, copyright-
infringing or already used by someone else
• be creative and experiment with images to see what your
audience responds best to.

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 9 Innovative ways to use your timeline cover photo
#1 Extend the Brand

Airbnb6 showcasing their logo in an innovative way in the cover

photo

#2 Event Promotion

HONY (or Humans of New York)5 announcing a coming world tour

by updating their cover photo.

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 #3 Highlight your team

The Buffer7 team all together in Sydney

Impressive Cover Photo showcasing the Mindvalley8 team.

You can use pictures from team buildings, events or you can just
take a quick picture in your office. The important thing is to let your team
shine.

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 #4 Personal Branding

Amy Porterfield9 strengthens her personal brand with a high impact

cover photo.

#5 Highlight your fans

Seth Godin10 chooses to showcase his fans holding his latest book.

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 #5 Show your audience

It makes sense for Girls Who Code11 to showcase their ideal

audience in their cover photo, which is young girls working together

#6 Create curiosity

Microsoft„s12 cover photo makes you wonder what‟s that about

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 #7 Simple Branding

Crazy Egg‟s13 cover photo is designed with the same distinctive

brand colors.

#8 Showcase your products

Sony14 chose an iconic product to showcase in their timeline cover

photo.
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 #9 Have Fun With It

Oreo15 is all about animations and fun, not only on their cover photo,
but throughout the entire Facebook page.

Facebook wants you to get creative and change your cover photo
often to show your audience what you‟re all about. It‟s a good practice to
have different versions and change it once a month or even once a few
weeks if you want to. Keep things interesting and fun.

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 Things to do on your Facebook page to make sure you drive all
the traffic to your website

We‟re not done with setting up an effective Facebook page yet. Next
thing to do is to optimize your page for driving traffic back to your site.
After all that‟s our primary goal, right?

Here‟s a list of a few things you can do right from the start.

Add Calls-to-Action On Your Page

At the bottom of the cover photo, you can see the “Create Call to
Action” button that lets you add a button to your Page that takes people
directly to your website or mobile app. You can choose from:

• Book Now
• Contact Us
• Use App
• Play Game
• Shop Now
• Sign Up
• Watch Video

35
 After you select the type you want, you need to add the URL of your
website and the URL of the mobile version if you have one.

36
 Next, you will see the iOS destination screen, where you can choose
where to send the people that tap the button on an iPhone or iPad. You
can choose to send them to your website or your mobile app if you have
one.

The final step is deciding what happens when people tap the button
from an Android device: whether they‟re sent to the website or the
Android application.

Link back to your website

Don‟t forget to add a link to your website in the About section even if
you have a Call to Action button that does the same thing. This will give
your audience a sense of authenticity, especially if your page is not
verified. Also, it improves your search rankings16 at the same time, so
you should not ignore it.

37
 Notes

1 World population, Milestones by billions:

https://en.wikipedia.org/wiki/World_population#Milestones_by_the_billions
2 Facebook Q1 2015 Results, slide 5:
http://files.shareholder.com/downloads/AMDA-
NJ5DZ/75562925x0x822961/fd718a09-c312-4605-9a17-
1d6ef07bdd5a/FB_Q115EarningsSlides.pdf
3 9 Social Media Rules That Are Meant To Be Broken:
http://www.business2community.com/social-media/9-social-media-rules-meant-
broken-01183351
4 Quicksprout infographic Why We Like, Comment, and Share on Facebook:
http://www.quicksprout.com/2015/06/19/why-we-like-comment-and-share-on-
facebook/
5 Humans of New York https://www.facebook.com/humansofnewyork
6 Airbnb‟s Facebook Page: https://www.facebook.com/airbnb
7 Buffer‟s Facebook Page: https://www.facebook.com/bufferapp
8 Mindvalley‟s Facebook Page: https://www.facebook.com/mindvalley
7 Amy Porterfield‟s Facebook Page: https://www.facebook.com/AmyPorterfield
10 Seth Godin‟s Facebook Page: https://www.facebook.com/sethgodin
11 GirlsWhoCode: https://www.facebook.com/GirlsWhoCode
12 Microsoft:https: http://www.facebook.com/Microsoft
13 Crazy Egg: https://www.facebook.com/crazyegganalytics
14 Sony: https://www.facebook.com/Sony
15 Oreo: https://www.facebook.com/oreo
16 Optimize your social media profile for SEO:
http://www.massplanner.com/optimize-social-media-profiles-seo/

38
We'll dissect the best ways to build your Facebook Page fan base.
In this chapter you will learn the best 11 strategies to quickly grow
your fan base with an ideal audience.

So let‟s go ahead and dive in.

39
 11 Proven Tactics To Grow Your Facebook Page
Fanbase
Growing your fan base is not just about
the numbers. You can get the numbers
without any effort these days: page likes,
posts likes or comments, shares. You can get
anything really. But that‟s not the point of
having a Facebook presence.
It‟s all about the community. You don‟t
want just fans, you want engaged fans.
Engaged fans will bring other engaged fans
with the word-of-mouth being in your favor.
To start a chain reaction that will
increase your fan base organically,
you need to define your ideal
customers, attract them to your
Facebook page and build an
engaged community.
8
So why does growing your
fan base matter? Because
it will increase your social
traffic, will build your brand,
will get more exposure and
more potential clients. And
that‟s good business.
What is a super fan? Amy
Porterfield says that it‟s the
super fan you want to attract
to your page. Because their
loyalty is absolute, they‟re
the best of the best. They
are the fans that have given
you data permissions,
purchased from
you, and sparked other fan‟s
purchases.1
 The next step is to send your fans to your website. So the ultimate
goal is to bring your genuine and engaged Facebook audience to your
website and grow your business.

The more super fans you have on your Facebook page, the more
engagement you will have around your updates. Meaning that more of
your posts will show up in the News Feed for more people. The super
fans are those that don‟t stop at liking your Facebook page. They actively
engage with your content. They like it, comment or share it. They spread
your word. So you need more super fans. Whenever they like or leave a
comment or share one of your posts, these posts will also appear in their
friends‟ News Feeds. These friends will discover your brand and in turn
they will like your page.

11 Tricks you can do today to grow your Facebook fan base

#1 Add A Like Box Or Button To Your Website

We all agree that having a great, genuine following is good for your
business. Now let‟s see the best tactics to help increase it.

First of all you want to attract the audience you already have, that
spend time on your website. You know they already have a genuine
interest in your products or services, so you want to make it easier for
them to follow you on Facebook as well. They can become the super
fans that we talked about, given that you consistently provide great
content on your Facebook page.

41
 One way to drive the traffic to your website to your Facebook page is
to add a like button or box to your site.
This way people spending time on your site are one click away from
becoming your fans on Facebook. They don‟t have to leave your website
to go to Facebook. They just have to click the Like button.

Another advantage is that this kind of plugin will show all the pictures
of your visitor‟s friends that already liked your page. People are more
inclined to like your page if they see that their friends already liked it.

42
 #2 Connect Your Personal Profile With Your Pages
We already discussed the difference between a Facebook Profile
and a Facebook Page and what you can do with each in our first chapter.
And we also discussed the fact that if you have both you get double the
exposure. Now, to make it easier for your page to get discovered, you
need to link it from your profile.

In the About section, you can add the company you currently work
for, which is your Facebook Page. Then you need to select “ I currently
work here “ and voilà: your page and profile are linked together.

Now all the traffic that goes to your profile will quickly find your page
as well. Everywhere on Facebook where your profile appears, a link to
your page will show up from now on. For example, if you go and type
your name into the search bar, you will see under your name your job title
and your Page name. Or, for example, if you take your mouse over your
profile name in your Timeline or News Feed, you will see a box showing
up that contains a short description of your profile, including a link to your
Facebook Page.

43
 Another benefit of having your profile and page linked together is
that, if you leave a comment on a website that uses the Facebook
commenting platform, your page is linked to that comment as well. If you
comment in niche groups, your Facebook Page will be visible too, getting
more exposure from targeted groups and leading to more fans.

#3 Make Sure Your Current Audience Knows About Your

Facebook Page
Make sure that all the people you are currently communicating with,
regardless of the platform or medium, know about your Facebook Page.
Have the link on your e-mail signature, mention it on your other social
platforms, on your business card, in your local store, banner ads, forums
and events.

Let people know that they can find useful and exclusive information
on your Facebook Page, that they don‟t want to miss. And don‟t limit to
your Facebook Page, add a link to your Facebook profile also to get even
more exposure. This way people that you are communicating with
regularly will be able to go on Facebook and like your page or add your
profile and stay connected.

#4 Link To Your Facebook Page In Your Email Signature And

Forum Or Community Profiles
The e-mail is the primary form of communication these days. We use
e-mails back and forth all day long, whether it is for personal purposes or
business

44
 Adding a link to your Facebook page or profile in your e-mail
signature, will make it easier for all the people you communicate with
daily, to add you on Facebook or to follow your business page. It‟s a
great opportunity to let people get to know your better.

It‟s quite easy to add your Facebook profile or page in the e-mail
signature. You can add it manually by simply adding the link and a text
“Follow me on Facebook” or you can use a tool like WiseStamp that lets
you create something more professional. You can add links to other
social platforms as well, but try to keep it clean and brief.

If you build an e-mailing list for your website, then don‟t forget to add
your Facebook links in the newsletter that you send regularly.

45
 Don‟t neglect the When creating a profile on community websites, you
usually can add several social media links. Make sure
possibility to add links you add a link to your Facebook page, and also to
your Facebook profile.
to your page when
creating profiles on Some people prefer to connect and follow the real
person and not the business page.
forums or communities
in your niche.

Also, you want to add the link in the signature too. People that will
find your posts or comments useful will click your links to learn more
about you and to follow you on social platforms. Being in your industry,
people on these forums are right in your target audience.

#5 Ask Your Fans On Other Social Platforms To Follow Your

Facebook Page
Don‟t be shy on your other social accounts. Go ahead and casually
ask your Twitter, Instagram or LinkedIn audience to follow you on
Facebook too. Let them know that they can have exclusive content on
your page, and they will be more than happy to follow you. After all
they‟re your fans for a reason, right?

Tweet your Facebook Page URL to your followers and let them know
that they can get value by liking your page.

Add your Facebook Link to your Instagram description to funnel the

traffic to your Facebook page.
 Link to your Facebook profile and page on your LinkedIn profile and
share your blog post with your LinkedIn connections or fellow group
members as well.

#6 Interact As Your Page

In the first chapter, we discussed how you can switch between using
Facebook as your profile or as your page, and all the things you can do
as your Facebook page. Go to pages in your niche (preferably not
competitors) and comment on those pages‟ posts as your page. This will
bring the attention of people in your target audience that might like what
you have to offer. You can also post on events related to your business.

#7 Be Active On Facebook Groups

Facebook groups are another way of creating communities of people
with common interests. And unlike Facebook pages, the posts on groups
have better organic reach. This is partly because of the notification
system: people joining groups have the notifications on, set by default, so
every time someone posts or comment son the group they will be
notified.

Another reason is the fact that people are more active in groups.
They engage more with the content being posted on groups, which is a
signal for Facebook to show them more of that content.

So a good strategy is to join groups in your niche and offer valuable

content and leave useful comments. If you help them as much as you
can, they will notice, and they will also notice your Facebook page
47
 because it‟s linked to your profile.
How to Benefit from Using
Facebook Groups

• Consider creating a group for your

dedicated fans to attract and
convert them to loyal customers
for your products and services.

• Create a customer support group

for your current clients.

• Create community groups based

on the interests shared by your
target audience. Next, you can create a group

• Find and Join groups in your
niche to connect with your peers
and prospective customers.
• Create a Facebook group to
promote an online event.
for your business (like we have
for Mass Planner:
https://www.facebook.com/groups/
massplanner/ ) where your fans

• Create a group to bring your can join and discuss topics related
distributed team together. to your products. Or you can create
a group that covers a broader

subject in your niche. Either way, you need to be active and get yourself
noticed by the members of those groups.

#8 Guest Blogging
With guest blogging, you will not only get extra exposure and traffic
for your website, but for your Facebook page as well.

But before thinking about guest blogging, you need to build your
own blog with fantastic content that‟s a great representation of you and
your brand. That‟s the only way you can prove that you are an expert in

48
your industry, and you know how to express your unique ideas and
perspective of things.
After you successfully add some great content on your blog, you can
send a request to blog for somebody else. But before reaching out, you
need to study these blogs and understand their style, their voice, and their
audience to know if your content is a good fit. Most blogs have their guest
blogging guidelines on their site so that you can prepare before
approaching them.

When you contribute on other blogs with content, make sure you add
links to your social profiles and pages when setting up your author bio.
There are some blogs that offer a like button for your Facebook Page within
your author bio, but almost on every blog that accepts guest blogging you
can add a link to your Facebook page and profile.

#9 Add Share Buttons To Your Blog

It goes without saying, but on each blog post on your website you
should include share buttons to make it easier for your visitors to share
your best content on social media.

There are many plugins to help you add these buttons, and you can
place them at the beginning of the post or the end. Or even throughout

49
your content if you prefer.

You can test different positions for your share buttons and see which
ones get the most clicks. As you can see, the guys from Mention2, opted for
a floating panel, a set of share buttons right under the blog post‟s cover
photo and another one at the bottom of the post.

50
 Copyblogger3, on the other hand, decided to stick with the share
buttons above the cover photo for their blog post and at the bottom of the
blog post.

As you can see, there is no strict rule about where to place your share
buttons. You can play around and combine several placings until you are
content with the results.

#10 Add A HelloBar To Your Website

Use a HelloBar4 to add a Facebook Like button to the top of your
page. I‟m sure that the most common use of a HelloBar is to build an e-mail
list. But to get traction on your Facebook page, at least for a limited period,
you might want to add a Like button.

This is most beneficial in the beginning to get the first few thousands
likes before the organic growth kicks in.

#11 Use Popup-us That Request Likes Instead Of E-mails

As we mentioned before, it‟s difficult to get likes on your Page at the
beginning. People don‟t want to be the only ones to like your page. You
need social proof to get the ball rolling.

One way to get more likes to your Facebook page is to ask for a like
by using a popup on your website. When the reader is about to leave your
website, a popup will appear and kindly ask to stay connected and get
more exclusive content on your Facebook page.

51
 Notes

1 Amy Porterfield is one of the author for Facebook Marketing All-in-One For
Dummies
2 http://blog.mention.com/
3 http://www.copyblogger.com/landing-page-goofs/
4 https://www.hellobar.com/

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In this chapter, you will learn how to determine your EdgeRank and
why it‟s important for your Facebook content. We will walk through
all the News Feed algorithm changes throughout the years, and we
will study the best methods to increase your score to help you get
into the News Feed more.

53
Inside The News Feed Algorithm: How To Get
Into The News Feeds More Often

The Facebook news feed

algorithm, also known as EdgeRank,
was implemented in 2010 with the sole
purpose to choose what Facebook
users will see in their News Feed. So if
you had the feeling that not all your
followers see your Page‟s updates,
that‟s exactly what happens. The
EdgeRank algorithm decides which of
your followers see your updates.

With the first version of the News

Feed in 2009, every single story was
displayed as it was published. That led The goal of the News Feed is to deliver
to increased engagement, which the right content to the right people
at the right time so they don’t miss the
apparently resulted in even more
stories that are important to them.1
content resulting in too much noise for
the user. That‟s how the EdgeRank
algorithm was born. This ranking
algorithm came as a solution to the
noise in the News Feeds. A method to
prioritize the stories that are displayed
and to make the Facebook experience
more enjoyable.
54
 So when Facebook first announced the new algorithm that will make
people‟s news feeds so much better, they used a formula like this:

I‟m sure you all remember the EdgeRank formula that can be simply
translated into this:

You will see more of a particular friends‟ update if:

• you spend more time communicating with them, or you have more
friends in common
AND
• you interact more with their content (like, comment, share)
AND
• their updates are recent.

These three factors, affinity, weight and time decay, play a significant
role in determining whether your own posts are displayed in people‟s
news feed or not.
55
 As for your Facebook Page, there are three things that you need to
do to make sure you raise your score:
• get people to like your Page (if they don‟t like your page, you can be
sure they will not see any of your updates)
• publish content so great that people want to engage with it
• publish consistently so that your content isn‟t old.

But it‟s never that simple, right?

Over time, Facebook made significant changes to their ranking

algorithm.

Related Articles
First they started to determine the quality of the content shared by
Pages throughout the platform. Then they added the “Related Articles”
section, focusing on delivering the latest news.

56
 Focus on friends’ text updates
Then, in January 2014, the company noticed that if people saw their
friends sharing text updates, they will start writing their own updates. So
they decided to increase the distribution of this kind of posts. For brands,
on the other hand, they introduced a new way to share links.

Tagging friends or pages

Soon after that, Facebook released the tagging for additional reach,
meaning that the audiences of the pages that were tagged in a post will
see that post too.

57
 Click-bait and over promotional posts penalization
You‟ll never believe what happened next! In August 2014, Facebook
started to penalize click-bait posts2. A few months later, they began to
pay attention to trends and show posts about trending topics higher in the
feed.

As of the end of 2014, Facebook started another penalizing spree:

posts that were overly promotional or used the same content from ads
saw a massive decrease in their organic reach.

Now it seems that Facebook is on a mission to refine its feed lately,

hiding all the things that might annoy people3. The social network wants
to show more of the posts published by users‟ friends, rather than pages.

58
 Similarly, Facebook will give less visibility to likes and comments
from friends in a user‟s news feed. Both changes should lead to a decline
in the organic reach of the pages‟ posts.

They also announced offering a longer news feed: the amount of

content displayed will be higher.

What‟s more interesting is that Facebook is testing a new

feature4 that puts people‟s favorite pages and people‟s posts at the top of
the News Feed. This feature, named “See first”, might be an excellent
opportunity for pages to make sure their updates reach their fans‟ feeds.

Up until now you could unfollow people without unfriending them if

didn‟t want to see their updates anymore. But you couldn‟t select your
favorite friends or brands to see more of their content.

You can‟t actually check up your EdgeRank. No one knows all the
factors involved in computing this score (except maybe the developers
that built the algorithm). What can you do instead, is increase your score
taking advantage of the things you know.

How can you increase the EdgeRank score for your Page?

#1 Post Valuable Content And Provoke The Maximum

Engagement Possible
Give your fans your best content and they will engage with it. But

59
you can also add a call to action to ask them to like it and share it with
their friends. If you have great content, they will be glad to share it.

Ask questions that will get your fans talking. Make them entertaining
and simple, like one-word responses that are easy to engage with. These
are fun ways to get your fans talking.

#2 Not All Types Of Interactions Are Equal

While it‟s great that your followers like your content, only clicking the
“like” button will not take you too far. You need to entice them to share it
with their friends, to start spreading your content to other people. And
eventually to sign up to your lead list, so you can communicate with them
outside Facebook.

In terms of the EdgeRank algorithm, the “Sharing” of an update has

more weight than a simple “Like”. So you need to focus on getting your
fans to take more actions, to spread your content and to move outside
Facebook and to your website. That‟s where the money is.

#3 Be Consistent With Your Posting

You have fans from all over the world. Even if they are from the
same geographical region, they visit Facebook during different times of
the day. So one post per day is not enough to reach them all. You need at
least 2 to 5 posts per day, every day. Of course, you need to play a little
and see what works for you best. Maybe two posts per day are more than
enough for your audience or maybe you need to post 4 or 5 times

60
per day. Track your engagement rates and your fans‟ responses and plan
your strategy.

But remember, consistency is the “secret” ingredient that makes you

win on Facebook.

Another thing that you might want to do is post different types of

content throughout the day. Videos, links, photos, contests, questions –
just mix things up a bit.

#4 Determine the best times to post your content

Analyze your audience and see what the best times of the day to
post are so that you can get the maximum engagement. It‟s great to have
consistency, but it‟s even better to know when to post.

It is necessary to publish at the right time to benefit from the most

attention and to reach the widest possible audience.

According to research5, the best days to post on Facebook are

Thursday and Friday while, for the posts published on Monday through
Wednesday, the engagement rates fall below 3.5 %. If you want more
shares for your content you need to post at around 1 PM and if the clicks
are what you‟re after, then post around 3 PM.

Of course, these results may vary depending on the industry, brand,

target audience and so on. You need to test and see what are the best

61
times to share are for your business.

Use your page insights to see when your followers are online. Go to
Facebook Insights, Posts, and choose ” Where your fans are online”.
These statistics should give you a baseline for your posting times, just go
from there and start testing.

#5 Use Photos And Videos For More Exposure

Photos and videos are a great way to grab the attention of your fans.
They appear larger in the News Feed, they take up more real estate, and
they get more organic reach than any other type of post.

Videos have incredible organic reach rates lately (as much as 35%
of the audience6). Not only that but if you upload the videos directly to
Facebook, they will automatically play when people scroll their feeds,
increasing the engagement and the viewing rates.

62
 Watch your Page Insights and see your best performing updates to
know what type of posts is commonly appreciated by your audience, and
do more of that.

Access the Facebook Insights for your Page, click on Posts then
choose “Post Types”. You will see the average reach for each type of
posts and the average engagement (the number of clicks per post or the
likes, comments and shares). See what types of posts get the most reach
and add more of that to your strategy.

#6 Take Advantage Of Trends

Since Facebook added the Related Articles feature to the News
Feeds, they started prioritizing updates about trending topics. So, a good
idea would be to benefit from this strategy and share relevant and
trending updates promptly.

63
 Even though you schedule your updates in advance, you can step in
and take advantage of some spontaneous marketing ideas.

#7 Share Content From Another Aficionado In Your Field

Sharing relevant links or mentioning some authorities in your niche
not only will help spice up your timeline but will help you build
relationships. If you go on and on about you, people might get annoyed
and hide your posts or worse, unfollow you.

#8 Run An Ad Promoting A Post To Your Existing Facebook

Fans
Promoting a post is a guaranteed method to reach the fans you
already have, to re-engage with them and get your posts back to their
news feed.

So one strategy to get older fans re-engage with you is to run

Facebook Ads, so they will see them and engage with them, thus having
your new posts showing up in their feeds again.

Now let‟s see some things to avoid if you want to increase your
EdgeRank score:
• Don't create posts that are too promotional and try to avoid click-
inducing titles. This will lead to a penalization from Facebook, and
you don‟t want that!
• When scheduling your posts in advance don‟t use the same content
for all your social media accounts. Each platform has its own

64
 particularities, and you need to take advantage of that.
• Don't get caught up in a game of numbers. The number of likes you
have on your Page is not that important. What matters most is the
number of engaged fans that liked your Page. They will truly help you
thrive.
• Don't have content that is not related to your business. You want your
fans to kind of know what to expect, even though you produce unique
content consistently. People should easily recognize you and your
brand in what you share. That‟s the reason they follow you, after all.

65
 Notes

1A Window Into News Feed: https://www.facebook.com/business/news/News-

Feed-FYI-A-Window-Into-News-Feed
2 Click-baiting: http://newsroom.fb.com/news/2014/08/news-feed-fyi-click-
baiting/
3 Balancing Content from Friends and Pages:
http://newsroom.fb.com/news/2015/04/news-feed-fyi-balancing-content-from-friends-
and-pages/
4 Facebook‟s News Feed Algorithm Relinquishes Control Of What We “See
First” http://techcrunch.com/2015/06/18/facebook-see-first-puts-your-favorite-people-
atop-the-feed/
5 What Are The Best Times to Post on Social Media:
http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-social-
media/
6The Importance Of Facebook Videos And How To Use Them For Your
Business: http://www.massplanner.com/the-importance-of-facebook-videos-and-how-
to-use-them-for-your-business/

66
Your Facebook content is the only thing that can make or break your
business Page. That‟s why it‟s to your advantage to know what type
of content can boost your engagement rates and ignite your fan
base growth.

In this chapter, we‟ll discuss the importance of the video format in

advertising and how to use it for your business.

67
The Importance Of Facebook Videos And How
To Use Them For Your Business

Videos are more accessible than

ever to create or view. These days, to
make a video is as difficult as the click
of a play button on a smartphone. And
according to Cisco Systems, this trend
will not slow down anytime soon. In
fact, by 2018, the video traffic will
represent 80-90% of the global
consumer Internet traffic.

So there‟s no surprise why

Facebook is focused on creating a
video marketing ecosystem. Since
“Everybody thinks of YouTube as the
August last year, when comScore default holding place for video,”
found that, for the first time Facebook says Scott Symonds, managing
director of media at digital ad
had more video views than YouTube on
agency AKQA. “Facebook is
desktop, a new battle1 began for the
changing that and fast.”2
top spot in the video space.

Facebook‟s rise is backed by a

year of investments, improvements and
features to its video marketing platform
like the video metrics and insights, the
auto-play feature or the new video
68
rankings in the News Feeds just to
name a few.
Photos reach 14% of brands’
audience, text only updates reach
4%, but video posts reach as
If you’re still wondering if you
should include video content
into your marketing strategy,
here are some interesting
stats4:
• Facebook has over 4 billion daily
video views

much as 35%! • BuzzFeed‟s video views on

eMarketer predicts3 that in the US,
“spending on mobile video
advertising will reach $2.62 billion in
2015 (more than 70% growth) – over
one-third of the estimated $7.77
billion to be spent on digital video
Facebook reached more than 500
million in April 2015
• In February 2015, 70 percent of
Facebook‟s videos were uploaded
directly to the site, versus 25
percent in February 2014.
• The average Facebook user
watched 75% more videos this
year compared to last year (in US
the number is actually 94%)

ads”. By 2019, eMarketer forecasts • For brands with more than a

that mobile‟s share of total digital
video ad dollars will reach 47.7%.
“US adults will spend an average of
million Facebook fans, photo
posts reach 14% of their audience
on average, text only updates
reach just 4%, and video posts
reach as much as 35%

39 minutes watching video on

mobile devices accounting for more than half of the total 76 minutes of
average time spent per day with digital video content.”

These are impressive stats that should give you some food for
thought, but there‟s more. A video post on Facebook gets instant traction
compared with a post consisting of a static image. It‟ll sure be interesting
to see how the gif posts would perform on Facebook, now
69
that they added support for this5.

Facebook has also become the first choice for video advertisers. (Is
this the beginning of the end for YouTube?) According to a recent study
from Mixpo6, advertisers and agencies are taking the Facebook plunge
when it comes to video advertising.

When asked about what platforms they ran video campaigns on last
year and what platforms they plan to run video campaigns on in the next
year, here‟s how they responded:

So how can you best use Facebook as a video marketing tool?

Upload Your Video Directly to Facebook

The Facebook‟s News Feed is a powerful place to land a key
message through a video. The secret is to directly upload the video to
Facebook, instead of sharing a YouTube video for example.

The reason is that these videos will automatically come to life while
people scroll down their News Feeds, unlike the videos shared from other

70
platforms.

Another reason for native videos on Facebook is that they will fill the
entire available width of the News Feeds.

Seriously though, Upload Your Videos Directly to Facebook!

If you‟re not convinced yet that videos uploaded directly to Facebook

get more views than those shared from other players, here are some
thoughts:
• There‟s a 30% higher video play rate (meaning 30% more users click
to play a native video)
• You‟ll have video insights and metrics like, the number of views at
various moments throughout the video, the average time watched or
the number of people that watched at least 3 seconds. This will help
you test different scenarios, messages and see what works for your
audience, thus improving your strategy over time.

71
• Auto-play feature anyone? Your video will automatically play while
people scroll down their feeds grabbing their attention and luring them
to stop and see the entire video.
• You can add call-to-action buttons during the video or at the end of
the video.

You can upload the video right from your smartphone, using the
Facebook app or by e-mail the video to your Facebook‟s post-by-email
address with the caption in the subject line.

While uploading the video, you can add tags to help it gain traction
on other Facebook pages, you can add a CTA (call-to-action) button (with
a hyperlink with headline and description) that takes people straight to
your website after they watched your video.

Short Videos Are Better

The truth is that you don‟t need highly polished and professional
videos to take advantage of the impressive organic reach that this type of
posts gets on Facebook. You can get the same traction with simple, quick
videos made with your smartphone and edited with uncomplicated
“capture, edit and share” software like Cinematic and Vee.

Not only on Facebook but across all the social media channels, short
videos get the most engagement and views compared to longer, in-depth
videos.

72
 Short and simple!

Short, so you don‟t have to steal too much of your audience‟s time,
and simple to make it easy for you to incorporate them into your online
marketing strategy. If you need an entire (expensive) crew to come up
with an entertaining animation for your message, sooner or later you‟ll
choose to use your marketing budget on more affordable artifices.

The ideal length of a Facebook video is 21 seconds7 if better

completion rates are what you‟re after. If you want to get more in-depth,
you should consider breaking it down and making a video series.

Make Sure Your Video Is Share Worthy

The key to a share-worthy video is to deliver the right message, to
the right people at the right time. You need to craft a good story, that is in
line with your brand personality and create an emotional reward to the
people watching it.
The videos auto-play as soon as a user scrolls past it. This means
you need to grab the user‟s attention in the first few seconds of the video.

73
 You can add an explicit action for the user to take in the first seconds
with Call-To-Action buttons.

Silence Can Be Gold

The Facebook videos auto-play in the News Feed, but they do so
without any sound. At least not until people click the video to see more
and turn the sound on. That‟s why it‟s best to not rely on sounds when
trying to get your message across. So, a talking head may not be the way
to go. Use instead text and graphics to get attention or create a dynamic
flow of imagery that compels users to turn on the sound and hear what‟s
all about.

Follow The User Across The Sales Funnel

Create your video campaigns with your sales funnel in mind. There
are three types of videos that you can create depending on your
audience:
• “Seed” videos – that will help you create initial brand awareness. You
need to ensure your target audience sees these videos. If you want to
create Facebook Video Ads to boost reach, for this phase in the
funnel, you need to optimize your ads for views or predictable reach
and controlled frequency. In this initial phase, your goal is to reach as
many people as possible and introduce them to your story.
• “Blast” videos – this will drive engagement among your existing
audience. These videos are ideal for product launches or rebranding
campaigns. In this phase, you want to target people that already
watched the initial video, and you want to show them a second

74
video or a third one.
• “Sustain” videos – for building your brand. In this type of videos you
need to include strong Call-To-Action buttons and invite people to
interact with your brand. You have the possibility to add a CTA button
during a video (like “Learn More”) or at the end of the video (for
example: “Replay”, “Learn More”, “Done”)

Test Test Test

Have fun with it and experiment. Try out different formats and see
what your audience respond best to. Depending on your audience, you
can create:
• Inspirational messages – these are ideal when you want to drive
shares and engagement.
• Educational videos – when you want to show your audience a quick
tip or a useful fact.
• Videos that showcase your podcast, a webinar or a new product.
• Entertaining video – we all want to have some fun, right?

Just explore different ideas and measure their success.

Facebook Video Ads

Facebook has offered video ads and posts for quite some time, but
they only rolled up native video advertising last year.

75
 These are some characteristics of the Video Ads:
• all ads in the News Feed start as auto-play with audio off
• a video play is considered a view if played for 3 sec (on YouTube, you
need to watch a video for at least 30 seconds to be counted as a
view)
• the user must click/tap to turn audio on
• advertisers can create remarketing audiences from video watchers
• available to buy in their auction marketplace
• available for an upfront buy, but the video must be pre-approved

Video ads settings:

Thumbnail size: 1200x675px;
Video: 1080px;
Ratio: 16:9 ratio;
File Size: 1 GB max;
Length: 20 min max;
Text: 90 chars.

How to Create a Video Ad, Step by Step

1. Click on “Create ad” option in the Facebook menu

76
 2. Choose “Get Video Views”

Choose “Get Video Views” from the options list and the Facebook
Page where you want to place the Video Ad, from the right side of the
screen.

3. Upload Video

You can choose to upload a new video or select an existing one.

77
 4. Video Processing

Wait until the video is processed and successfully uploaded to

Facebook.
5. Choose a thumbnail

You have the option to choose a thumbnail from the screens in the
video or to upload a new image that you want to show as the thumbnail
for your Ad.
78
 6. Add Compelling Text

Next, add the text that will be displayed next to your video. You can
also choose a Call to Action button that will appear after the video starts.
You can choose from: Shop Now, Book Now, Learn More, Sign Up,
Download and Watch More.

7. Choose The Audience

You can define your audience for the video ad by choosing specific
demographic data, interests and behaviors.

79
8. Define Your Budget

80
 Notes

1 Google Ad Chief: “How Many Of Facebook‟s Video Views Are Engaged?”

http://marketingland.com/google-ad-chief-how-many-of-facebooks-video-views-are-
engaged-129644
2 How Facebook's video-traffic explosion is shaking up the advertising world:
http://fortune.com/2015/06/03/facebook-video-traffic/
3 Mobile Video Challenges Hold Back Advertisers:
http://www.emarketer.com/Article/Mobile-Video-Challenges-Hold-Back-
Advertisers/1012563
4How & why Facebook video can overtake YouTube:
http://om.co/2015/06/08/facebook-vs-youtube-battle-for-online-video/
5 You Can Finally Put GIFs on Facebook, Here's How: http://gizmodo.com/you-
can-finally-put-gifs-on-facebook-heres-how-1221285918
6 The State of Video Advertising:
http://marketing.mixpo.com/acton/fs/blocks/showLandingPage/a/2062/p/p-
00b2/t/page/fm/0
7 Want to Succeed with Facebook Videos? Keep Them Short:
www.socialbakers.com/blog/2222-want-to-succeed-with-facebook-videos-keep-them-
short

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This chapter will give you a high-level snapshot of Facebook Ads.
We‟re going to explore all the types of Ads that you can create on
Facebook. In addition to that, we‟ll walk through the best practices
when creating your first ad campaign.

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 The Beginner’s Guide To Facebook Ads

After all the changes to the Facebook‟s algorithm and the decrease
in the organic reach of your posts, you probably started thinking about
using Facebook Ads to boost your engagement rates. However, many
business owners are disappointed with the results they get and sooner or
later they give up.

That‟s because they expect that once they set an ad up their job is
done, and Facebook will somehow magically increase their fan base,
traffic, and conversions.

The truth is that it‟s not that easy. You need to put serious effort into
this in order for it to work and not waste your time and money.

Here is a short guide to help you get started with Facebook Ads and
how to optimize them for maximum performance.

But remember, before starting any campaign you need to make sure
you have a good product to sell. There is no magic campaign that can fix
a flawed product.

What types of Ads can you create?

For starters, let‟s take a look at all the types of Facebook Ads that
you can create. To do that, just click on the “Create Ads” option in your
Facebook Menu under your name.

8
 You can see that you can create ads based on your objectives for
your campaign:

Boost your post

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 If you want to get more engagement for your Page content, you can
choose to boost your posts. After you select the Page, you can choose
the post that you want to promote and get more people to see and
engage with it. A Facebook Ad will be created from your post.

With this type of ad, you don‟t have to target only people that are not
your fans. Not necessarily. You can choose your existing fans as well if
you want to get them to consider your products, to get them up the sales
funnel. Again, it depends on your marketing plans.

So when you choose your audience to show your promoted post to,
you can choose people based on their information shared on Facebook,
like location, age, gender or interests, or you can choose people that
already liked your page and their friends.

Boosted posts will show up in people‟s News Feed, and they look
like any other story, except that you get to pay for the impressions that
this ad generates. So make sure you only promote you own stuff, in case
you don‟t want to pay to drive traffic to someone else‟s website.

What types of content should you promote?

• Promote useful content that will benefit your audience. You can push
sales messages from time to time too, but try to choose more of your
best, helpful content when promoting.
• Lead generation content: free ebooks, giveaways, webinars and any
other type of content that can help you grow your e-mail list.

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• Content that announces recent product launches, events, rebranding
campaigns, to drive mindshare for your brand.
• Video Ads

Promote your page

With engagement ads, you can increase your fanbase extremely

quick. People can like your Page right from the ad with just one click. The
easier liking your page is, the better.

The best part with this kind of ads is that they show the friends who
already liked the page, making use of social proof to reel them in.

What you need to do is create a real image that would delight

Facebook users and entice them to become your fans. So to get more
likes to your page, you don‟t want to target your existing fans, but their
friends instead. And you can also create custom audiences by targeting
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your website visitors or the users of your mobile application that are not
your fans yet.

Your Facebook Ad, therefore, contains a Like button, copy, and an

attractive image, which when you click redirects you to a landing page
inside Facebook to convert them. If you redirect your visitors to your
timeline, and not a cleverly crafted custom tab, your conversion rates will
be lower because you don‟t have a strong call to action. Except maybe
for a “Sign Up” or “Shop Now” or “Use App” button that you can add at
the bottom of your timeline cover photo. But a custom tab can be more
efficient:

Now, you should have a clear and distinctive goal in mind for your
ads. If your goal is to get more likes for your Page, then your ad should
say something like “Click Like to stay in touch with us”.

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 But if you‟re not after likes, and your primary goal is to get people to
your custom tab and sign up for your blog, for example, you can‟t ask
them to click the Like button. You need to change your message
accordingly. You will still have the like button in your message, but if you
tell them “Click here to try our awesome product.” they will do just that.
So, you need to know what‟s more important for you when you build your
strategy.

Send people to your website

These ads are placed in the right column of your Facebook page,
and you can take people outside Facebook by using them. You can drive
traffic to your sales page or website to increase your conversion rates.
You can even add multiple images (up to 5 images) to your ad at no
extra cost if you want to highlight more aspects of your business or

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more products. Every image has a unique URL, so you can drive more
traffic to different pages on your site.

Increase conversions on your website

For this type of Facebook ad, you need to add a snippet of code to
your website in the section that will measure your conversions.

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 When you set up your pixel, you can optimize it for one of the
following conversion types:
• Checkouts
• Registrations
• Leads
• Key page views
• Adds to cart
• Other website conversions

Thanks to this piece of code Facebook will know which users

perform these desired actions through advertisers using conversion
tracking. This way Facebook will target your ad to people most likely to
convert. So you want to choose your primary conversion type based on
your goals and marketing plan.

For example, if you want to drive people to your website to convert

them to purchase your product, you have to choose “Checkouts” as
conversion type for your pixel. You then add the pixel in the section of
your success page, the page where the user is directed after a
successful purchase. This way, Facebook will be able to track the people
that clicked your ad and landed on your success page, meaning that a
conversion was made.

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 Get installs of your app

To get installs for your mobile application, you need to add a Call To
Action to take people to the App Store or Google Play. You can use either
an image or a video for the creative, and you can choose from several
CTA buttons:
• Install Now
• Play Game
• Watch Video
• Shop Now
• Book Now

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 Increase engagement in your app

To increase the engagement for you mobile app, you need to target
your existing users, that already installed your application and take them
from Facebook to your app.

Raise attendance to your event

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 Get people to claim your offer

You can only create an Offer if your Page has at least 50 fans.
Otherwise you will not even have the option to create an offer. Also, there
are some restrictions on some Pages (for example, Community Pages
cannot create offers) and the Pages must be at least 1-month-old.

The offers usually appear in the News Feed, meaning that they are
visible to mobile users as well. You can use offers for your online store or
local business, you can give product discounts or even free content to
build your mailing list.

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 Get video views

Videos are pretty hot on Facebook right now (those videos that are
directly uploaded to the platform). You get the most organic reach1 thanks
to the features like auto-play and the integrated calls to action. If you
choose to promote your videos, you‟ll get even more reach for less
money.

So you can see it‟s both efficient and inexpensive. You have the
option to optimize your ad for video views, to automatically play the video
while people scroll down the feeds, and you can also choose to remarket
to people that already watched other videos.

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Best Practices When Using Facebook Ads

One of the most important rule of marketing with Facebook Ads is to

reach your audiences and create the ads based on where they are in the
sales funnel. Your funnel is basically a framework that follows your users
from awareness when you capture people to see your content or product,
through the moment they consider to choose your brand until when they
convert and share your content to other people.

For the people placed at the bottom of the funnel, you want to make
sure you design ads that drive awareness and are optimized for
predictable reach and controlled frequency.

Next, you want to make sure that you target people that already know
your brand. So you can create custom audiences with people that already
had an initial contact with your Page or website. You want to tell them to
consider your business, your products or services.

For the audiences at the top of your funnel, you want to include Calls
to Action to invite them to interact with your brand. To share your content
with their friends, to drive affinity.

Another best practice is to use native ads. These are the ads that are
placed in the News Feeds, and they are the most engaging because:
• they‟re cross devices (these ads are visible on mobile devices too)

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• they are large with more clickable real estate
• and they are perfectly integrated with the other stories in the feed.

But you can and should test different ad placements. This way you
can track their performance and see which one gets you the best results.

Now the question is when it‟s a good idea to run a Facebook Ad. It
all depends on your goals, of course, but here‟s a list of a few situations
that might benefit from running a Facebook ad:
• when you want to increase your fanbase
• to build brand awareness
• when you want to drive in-store sales. If you have a local business,
you can use Facebook ads with location-based targeting to sell a
product, a program or a service and to actually get people to visit your
local store and generate sales.
• to drive online sales. You can send people outside Facebook, to a
sales page and tell them about your programs, products, and
services.
• to launch a new product or service.
• to promote a mobile application.
• to promote offline or online events, like webinars, conferences, online
and offline summits, meet-ups or local events. There are so many
different types of events that you can market with Facebook ads.
• to generate leads for your business.

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 Notes

1 The importance of Facebook Videos and how to use them for your business:
http://www.massplanner.com/the-importance-of-facebook-videos-and-how-to-use-
them-for-your-business/

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This chapter will help you get the whole idea of Facebook Ads, how
to prepare your campaign and optimize it until successful.

We discuss the planning, targeting, creatives and budgets. We‟ll

walk through the optimization process of your ads based on your
business goals. And we‟ll also see the best strategies to test your
ads and continuously improve them.

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Core Elements of Marketing With Facebook Ads

For a successful ad campaign, you

need to design the right message, to
find the right people for your business
and to plan your ads to be displayed at
perfect times to generate the best
conversions. So you want to take into
consideration several elements like
planning, targeting, creatives, budgets,
and tracking.

Planning
When you decide to create a
Facebook Marketing campaign, the
first thing you want to do is identify
your primary goal. Whether you want to
send people to your site, increase Deliver the right
conversions, boost your posts or get message to the right
more likes for your page, you can
people at the right time.
choose from a variety of objectives for
your campaign.

Targeting
Next, you want to determine who
the people in your target audience for
your campaign are. What type of data

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or insights do you have about them?

With Facebook ads, you can decide to target three types of

audiences:
• Core Audiences target people based on the information they shared
on Facebook like interests, demographics or location, and their
behavior.
• Custom Audiences that are determined based on CRM data and
data from your website or mobile app. This usually involves third party
integrations to your website or application.
• Lookalike Audiences: people that are similar to your current
customers, website visitors, mobile application users or page fans.
So depending on your goal and your understanding of your ideal
customer, you can decide which type of audience to target with your
Facebook ads.

Creatives
The creatives are the images you use to highlight your ads. Your
images need to have a “thumb” effect, to stop people from scrolling. You
can even customize your images for the same ads depending on your
target audience.

When testing different images for your ads, you will see that
headshots perform better than logos or other abstract images. Headshots
of attractive women statistically perform much better than anything else.
You can start experimenting with these kinds of images if it makes sense

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for your business.

Make sure you use appropriate image sizes for your ads. The link
thumbnails should have a 1.91:1 aspect ratio to stretch across the width
of the News Feed. The quality of the images is also important , you don‟t
want them to look too blurry or stretched. 1

The copy is crucial as well, but there are no definitive rules about
their form. Usually, it takes a lot of AB testing before determining the best
copy for your audience. Your target customers should also give you a
clue about the text they prefer. Based on the data you have about your
clients you should know how to address them. Ultimately your job is to
come up with a message that entices people to click and convert. And
you can‟t rely on what works for other businesses, you need to test it for
yourself.

Bidding and budgets

A bid is a value captured for each click, impression or action that
people take on your ads. Many advertisers get overwhelmed with the
complexity of the Facebook ads and especially with all the bidding
options.

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 These are the main bidding options:

Optimized for Actions

We already discussed all the different types of ads, all depending on
a campaign object in our previous chapter:

All the bidding options are customized for each objective. So in

essence you have the option to optimize your ad campaign for a
particular action for each objective (except for the mobile apps
objectives).

When this option is selected, your ad will be displayed to people that

are most likely to take that particular action. Let‟s take a look at the
available actions (notice that the actions are in fact the objectives):

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• Clicks to Website
• Website Conversions
• Post Engagement
• Page Likes
• Desktop App Installs
• Desktop App Engagement
• Offer Claims
• Event Responses
• Video Views

Let‟s say you want to convince people to try your new product, so
you choose to create an ad with the “Send people to your website”
objective, to drive traffic to your landing page and sign up for a trial.

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 Then you will create an audience based on demographic information
and interests. Go ahead and choose your daily budget that you want to
spend and then click on Show Advanced Options in the Budgeting and
Pricing section.

You can see that by default the bidding is optimized for “Clicks to
Website”, but if you click on the drop-down, you can see other bidding
options.

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 Let‟s stick with the “Optimized for Clicks to Website” bidding option
for now. Facebook will show your ad only to those people in your target
audience that are more likely to click the ad and go to your website. So
even if your estimated audience is around 100,000, your add might be
promoted to only 10,000 people. Facebook chooses the people more
likely to click on your ad based on their history, their previous activity and
the links they clicked.

When optimizing for actions you can choose to be charged by

impressions – the automatic bid pricing, or you can manually set up a bid
per action, in our case per website click.

CPM is cost per impressions, meaning that you pay for ad views that
are measured in multiples of thousands. So you‟re not paying for clicks
but for every thousand people that see your ad. If your bid is optimized
for clicks to your website, and you choose to pay for thousands of
impressions, you pay only for those people that actually see your ad. So
it‟s a good thing that Facebook shows your ad only to people most likely
to take that particular action. This will avoid wasting impressions on
people that will not take your desired action.

If you choose the automatic bid pricing, CPM, you won‟t need to set
a bid. Facebook will get you the most actions at the best price. However,
you can manually set what that action is worth to you.

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 This option works in almost any situation. Even if you defined a vast
audience, Facebook would only pick the most relevant one, those with
the best chance to take your action.

Optimized for Daily Unique Reach

When you select this bidding option, your ad will be advertised to as
many people within your target audience as possible, but no more than
once per day.

In this case, Facebook will try to show your ad to as many people as

possible in your target audience, regardless of their likelihood to perform
your desired action. So, the best scenario when optimizing for Daily
Unique Reach might work best is when you have an extremely relevant
audience that you know to be most likely to take your action.

Optimized for Clicks (CPC)

Optimize for Clicks is another way of saying that you are using the
Cost Per Click (CPC) bidding method. In this case, you will be paying for
the clicks made to your ad.

With CPC you only pay when someone clicks on your ad, regardless
of the number of impressions resulted. The more clicks you receive, the

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lower the cost per click will be. The ads that are optimized for clicks are in
fact tuned to find people most likely to click your ad.

A “click” includes any click on your ad, which could be a photo click,
comment, like or any other random click. Optimizing for clicks will result
in a high number of clicks on a low-cost, but that‟s not necessarily good
for business, because it includes all the random clicks not only those that
take people to your website and convert them.

However, if you want to increase engagement, then this type of

bidding might be a solution for you because Facebook will show your ad
to people most likely to engage with it.

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 For pricing a bid you have two options: automatically bid pricing,
which lets Facebook get you more clicks at the best price, or you can
choose to manually set up the maximum price you are willing to pay per
click. So if you are a beginner you might want to stick with the automatic
pricing and let Facebook do its magic, and when you‟re ready you can
test different bids and see what‟s optimal for you.

Optimized for Impressions (CPM)

If you choose to optimize your ad for impressions, Facebook will
show your ad to as many people within your target audience as many
times as possible. Much similar to Daily Unique Reach optimization, but
with no limit to the number of displays per day.

Facebook will not optimize your ad to be shown only to those people

that will take your desired action on your ad. The goal is to show your ad
to as many people as possible. So try to define your audience as relevant
as you can. And be careful when setting your budget to avoid wasting too
many impressions on the same people.

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 For this type of bidding, you will have to set up the maximum amount
that you are willing to pay for one thousand impressions for your ad. The
price charged, however, is almost always less than the bid.

Measuring and optimizing

The best way to improve your ads is to split test them. To split test
your ad you need to create two versions of the same ad, with one single
difference (for example a different headline), track their performance for a
specific period of time and see which one provides the best results for
your goals. Keep the best performing ad and start testing a different
element (maybe changing the image this time). People also refer to split
testing as A/B testing, because you have a version A and a version B,
very similar but with a crucial difference that is put to the test.

Of course, this is a continuous process. After the first successful A/B

test, your work is not over. One version of your ad might work beautifully
this month, but not so great next month. So you need to continuously
innovate and come up with test ideas for your ads. That‟s the only way
you can ensure you get the best results for your marketing efforts. Not to
mention that if you keep the exact same ad for more than a few weeks, it
becomes stale.

The first step is to create two versions of the same ad to test one
against the other. The key is to change only one element, so you have a
good idea about the factor that contributed to the success of one of the
ads.

109
 Here‟s a list of a few ideas for your split tests:
• test the picture of your ad: picture A vs. picture B, keep the same
copy for both;
• a picture vs. a video ad
• a picture vs. a carousel (multiple images in the same ad)
• use an ad image with a human vs an image without a human in it
• the same ad image with and without text overlay
• a call to action A vs. a call to action B, both with the same creative
• test two different bidding options to see which performs best
• test different target audiences

The possibilities are endless. Next, you have to track your ads
performance in your Facebook Ads Manager dashboard and decide
which one performed better.

You always need to measure the performance of your ads, not just
for split test, because you want to know if the results, whether your
objective was to increase sales or engagement to your page, were worth
the amount of money you spent.

When you create a Facebook ad campaign, you start by selecting an

objective that is an action too.

Depending on the objective you choose, that can be either clicks to

your website, engagement to your Facebook Page or application
downloads, there are a few ways to measure how well your ads are
performing:
110
• using the Facebook Conversion Pixel on your website to track cross-
device conversions on Facebook. To use it, you need to add a code
snippet provided by Facebook within the tag of your website, and it
will alert Facebook whenever a conversion is complete.

• Facebook SDK and App Events for measuring the data you need to
optimize your mobile ads. App events allow you to understand who is
using your app and measure all the in-app actions to be able to
optimize your ads and reach more relevant people. Whether you have
an iOS application or an Android one, you will be able to understand
how people engage with your app.

If you go to your Facebook Ads Reporting dashboard you can see

several stats: “Reach” , “Frequency”, “Impressions”, “Clicks”, “Unique
Clicks”, “CTR” and “Unique CTR”. Here you will see an overall picture of
each of your campaigns and their status.

From the ads manager, you can drill down into each campaign and
you will see more details such as the number of actions as a result of
your ad, the average cost you paid for each action and the number of
people who saw your ad (reach).

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 Notes

1 In this infographic: http://www.jonloomer.com/2015/05/11/facebook-image-

dimensions-2015/ you can see all the Facebook image dimensions and ad specs put
together.

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About Mass Planner

With Mass Planner, you can

schedule all your posts in advance
not only for Facebook, but for six
social platforms – Facebook,
Google+, Twitter, Pinterest, LinkedIn
and Instagram. Additionally you can

 import from RSS, automatically

find and join groups or
communities.

 Automate your posts on groups

using spin syntax, auto retweet,
repin, auto-like, follow, follow
back, unfollow and all the time-
saving tools that you will ever
need!*

*Find out more at: www.massplanner.com

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