Facebook for Business
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The document covers strategies to enhance visibility on Facebook, emphasizing the importance of understanding the platform's news feed algorithm and key factors influencing post rankings. It outlines best practices for creating engaging posts and effective advertisements, including targeting options and metrics to track campaign success. Additional resources for local online marketing are also provided, along with an invitation for a Q&A session.
Facebook for Business
- 1. HOSTS Josh Melzer, VP of Marketing Catherine Schutten, Content + Branding Facebook for Business Photo credit: Facebook
- 2. What We Will Cover Today • Starting point • Facebook’s News Feed algorithm • Anatomy of highly-visible posts • Creating effective ads • Additional resources • Q&A GOAL: Increase the reach of your posts and get back in Facebook’s News Feed
- 3. You already know: • How to build a Facebook Page • What type of content resonates with your customers • How to expand your audience • How to use Facebook Insights data Starting Point #LocalVoxWebinar
- 5. What is Facebook’s Algorithm? Facebook’s algorithm ranks which stories appear (and which don’t) in the News Feed #LocalVoxWebinar
- 6. Why Does it Matter? Only highly-ranked stories are shown in user’s News Feed. #LocalVoxWebinar
- 7. Affinity Score Edge Weight Time Decay #LocalVoxWebinar The 3 Main Variables That Influence Facebook’s News Feed Algorithm 1 2 3
- 8. 1. Affinity Score #LocalVoxWebinar How it’s calculated: • The strength of an action • How close the person who took the action is to your page • How long ago people associated with your page took an action
- 9. 2. Weight #LocalVoxWebinar A story is given a stronger score if Facebook’s algorithm thinks the user will find it engaging.
- 10. 3. Time Decay #LocalVoxWebinar How it’s calculated: • How old a post is • How long since a user last logged into Facebook • How frequently a user logs into Facebook
- 11. Account Settings #LocalVoxWebinar • Relationship settings • Post types • Hide post • Clicking on ads • Device • Story bumping and last actor
- 12. Check Your Score Located in Your Facebook Insights Page Analyze your page and see the impact of EdgeRank. #LocalVoxWebinar
- 14. #LocalVoxWebinar Let Facebook visitors have an experience your business
- 16. Ask simple questions #LocalVoxWebinar Ask questions and engage with your followers
- 20. #LocalVoxWebinar Share in a timely manner
- 23. Don’t forget about the power of video #LocalVoxWebinar
- 25. #LocalVoxWebinar Why Facebook Advertising? • 56% of Facebook users say they have clicked on an advertisement • 51% of businesses that use social advertising find it to be effective
- 26. #LocalVoxWebinar 16% of page subscribers regularly see your posts A Facebook Fan is worth $174
- 27. #LocalVoxWebinar 3 Types of Facebook Ads 1. External site ads 2. Page promoting ads 3. Promoted posts
- 28. #LocalVoxWebinar These ads take users away from Facebook and to the advertiser’s website. External Site Ads
- 29. #LocalVoxWebinar Page Promoting Ads These ads allow you to promote your page and gain more Likes.
- 30. #LocalVoxWebinar Promoted Posts Help you reach more of your fans
- 32. The Image is Most Important Make it BIG #LocalVoxWebinar
- 33. Include Clear CTA’s And the Social Proof to Drive It #LocalVoxWebinar
- 34. Target for Your Audience With 6 Different Options 1. Country 2. Custom audiences 3. Interests 4. Gender 5. Behaviors 6. Connections #LocalVoxWebinar
- 35. Bidding Guidelines For Effective Campaigns • Track conversions • Optimize your CPM • Don’t bid too low and miss out on people #LocalVoxWebinar
- 36. Best Practices For Effective Campaigns • Daily budget = 5x your bid • Conversion goal should generate at least 25 conversions per day • Don’t bid too low and miss out on opportunities #LocalVoxWebinar
- 37. Key Metrics to Monitor For Effective Campaigns • Reach • Frequency • Cost per action • Likes #LocalVoxWebinar
- 39. Simple, Effective and Affordable Local Online Marketing Search Social Mobile Email Advertising Website PR Lead Gen Get your free SEO report today! localvox.com/free-seo-report
- 40. E-Books DOWNLOAD localvox.com/resources Blog SUBSCRIBE localvox.com/blog More Local Marketing Resources
- 41. Q&A Please use the chat feature to ask your question. If we don’t get to your question today, email us at gethelp@localvox.com or tweet us with #LocalVoxWebinar.