The statistics speak for themselves:
– 39% of users follow the fanpage to receive a special offer,
– 57% of consumers declare that social media influences their purchasing process. 44% of the same respondents described Facebook as the most influential platform,
– 26% of people who responded to the advertising message purchased a product.

The possibilities are at your fingertips. There is nothing else but to try your hand. How to conduct business activities on Facebook? Below you will find the most necessary information and practical tips.

There are two forms of collective profiles on Facebook:
– A discussion group is based on communication between people who have something in common. People can have a passion, place of residence and profession. In other words, groups are sometimes created, for example, by owners of Opel cars, residents of the same housing estate or people working as computer graphics. The common denominator keeps all members consistent. This is where you can share information, photos, videos or files.
– A website (or fanpage) is a key tool to promote a company, brand, person or initiative. Success is measured by the achievement of a vast base of committed fans. For this purpose, the administrator should focus on creating intriguing and valuable content on a regular basis. Additionally, the development of the website can be driven by the display of advertisements via Facebook Ads.

Company on Facebook – how to create an account?

Each user can set up a fanpage on Facebook. The entire process consists of just a few steps. Just follow these tips:
– Select “Create” at the top of the site on the right.
– Define the nature of your business.
– Enter the name that your Facebook page will adopt. At this stage, you can still choose a working variant. You are able to make changes at any time.
– Choose categories that precisely define what you do. This way, you can increase the visibility of your website for your visitors.
– You can add photos or temporarily hold off the decision. The choice is yours.

How to set up a Facebook fanpage?

The newly created website looks unprofessional and does not inspire the trust of the recipients. Therefore, you still need to enter a number of information to increase your credibility. Start with the following:

A. Graphics are the foundation of visual identification. Therefore, be sure to upload a profile photo and a background photo. What criteria do you have to meet?

B. The form of the profile photo depends on the nature of the business.
– In the case of a company, brand or initiative, it is worth designing a simple and clear logotype. Bet on symbolism and create a creation that is easily remembered and unambiguously associated with your business.
– If you are building a personal brand, you can promote yourself with your face. Photography should be professional, but at the same time it is worth to include some attributes that you use at work. For example, if you are a professional dancer, capture your image while dancing on the dance floor.

C. The background photo can take the form of graphics, animation or a movie. Use this space to precisely define what you do. Remember that the background photo should not be set once and for all. We recommend a seasonal approach and changing the outfit at least once a quarter. What to put in the cover photo?
– Introduce yourself. Build a sentence or three short slogans that will contain the following information: who you are, what you do, what value you provide to customers and followers.
– Present your latest achievement or the most important point of the offer. In this way, we displayed the latest guides or another service in our portfolio.
– Tell me what you are up to. It can be a teaser of a new collection of clothes or an announcement of events in which your brand will take part.
– Create an aesthetic “wow effect”. It is worth using animation with this concept.
– It’s worth putting a CTA here. This way, users get to know your expectations.

D. A dedicated URL can be set by selecting “Create Page Username” below the profile picture. Enter an uncomplicated, easy-to-search phrase in the provided field. After this operation is done, just enter “facebook.com/ selected_url” in your browser to get directly to your fanpage.

E. Check the Information tab and write short notes in the information and description section. Tell me what you do. Identify your most important products or services. Also mention achievements and values. Formulate concise and concise sentences.

F. It is also worth telling about your brand in the Our History section. In this case, opt for a looser form. Do not bore your readers with a mass of dates and names that they will not remember anyway. Instead, try to arouse excitement and interest. To do this, use anecdotes and personal reflections. It is supposed to be a text with a soul from which emotions and authenticity emerge. After making the last stop, just try to put yourself in the recipient’s shoes and make a good judgment whether you might skip reading after the first two sentences.

G. The key issue is also providing recipients with their contact details. Start with a phones number, email address, and website. It is also worth adding the company’s address. The more information you provide, the more credible you will become in the eyes of users. This cannot be underestimated. If you expect users to trust you with their money, you need to earn their trust.

H. Facebook allows you to link to accounts on other social media platforms. If you are already active on Instagram, Twitter or another medium, you can put such a mention on your profile. As a result, you can gain new followers.

I. Select 3 categories that accurately define your product or service. This way the page will be more visible to the audience.

J. Just below the background photo, it’s a good idea to embed a contrasting CTA button to trick users into interacting with your page. In this way, you can encourage to book an appointment, make contact, obtain information about the website, make purchases or download an application. Thanks to this, recipients know perfectly well what they expect from them. Contrary to appearances, such a direct message can work wonders.

K. The above elements constitute the necessary minimum that must be taken into account for the website to function efficiently and not to deter recipients. However, it is worth trying to fill in all available fields. The more information you include, the better the results you can expect.

Content on Facebook – types and formats of publications

Facebook allows you to create posts with a varied structure. The foundation of each publication is a description, which usually consists of text and emojis. In addition, you can add multimedia in the form of graphics or video materials. There are several types of publication:

– Statuses are text posts without multimedia. A wall of text devoid of graphics can discourage users from interacting. Therefore, this type of publication, by default, arouses the least interest.
– Links refer to an external website (they take the form of a thumbnail with redirect). They can be accompanied by a description and an emoji. An interesting variant is also the carousel, i.e. a post composed of several “tiles”. Each item has a different photo and they all lead to the same destination.
– Photos enriched with description in the form of text and emoji. The content may include a link with a redirect to the website. It is worth considering this form as an alternative to the default link posts. You don’t have to limit yourself to one photo. You can create an album of several creations.
– Videos posted from a computer or mobiles device. Users definitely prefer to watch rather than read, which is why video is the most effective format on Facebook.
– Live broadcasting is considered the most engaging way due to its spontaneous nature. Chat users can chat with the creator in real time.
– Accounts are temporary publications that disappear after 24 hours. They can take the form of photos, videos and posts. After your access has expired, you can view your materials in the archive of stories.

As part of the posts, you can also:
– mark geolocations,
– define your mood,
– mark the product,
– redirect to the store, encourage you to participate in a charity event,
– invite people to view the profile.

How to effectively run a fanpage on Facebook?

Any brand can start working on social media. Ba! She should even do it. Due to the low entry threshold, many daredevils try their hand. However, creating an extraordinary fan page is only the first step. The biggest challenge is to assemble an informed and committed community. Here are a handful of tips that will help you stand out above the average:

Breathe soul into your posts
Most of the fan pages in social media are run without an idea. They mirror the content on the corporate website. Let us take an example. The administrator enters the “About us” tab on his company’s website. He then copies a taken out of context saying that 15 years ago the owners moved from LA to NY. Finally, he puts this information on his fan page and ticks off the next published post in his schedule. Sorry, it doesn’t work that way. Such information has absolutely no value until you add an interesting narrative to it. In this case, it is worth trying to expand the message. Describing a story from the life of the brand will work much better.

Speak in the language of benefits and emotions
Suppose you run a lighting store and want to present an office lamp. You mention its economic advantages. The statement that a lamp is energy-efficient is just a feature from which you must derive benefits. Add a note that the customer can save $ 20 per month. This is a tangible benefit that can persuade the recipient to buy. Our agency faces similar challenges on a regular basis. For example, we have created the Paraphrase-Online.com Campaign Manager system to help you effectively manage your advertising budget (feature). Such information has little value for our recipients. That is why we mention that the described platform allows you to increase costs up to 32% and reduce costs by an average of 15% per year (practical benefit). Then the potential client can calculate how much money he will gain in his wallet. It is also worth mentioning that such a solution guarantees stabilization and reduces uncertainty (emotional benefit).

Think abstractly
First, you need to present your product so that your audience can find out what they will find in your offer. However, do not stop at presenting features that can be seen with the naked eye. Everyone can see that white is white and black is black. Instead, play around with associations. Write that your volleyball may turn out to be your best friend on a desert island (By the way, where is Oscar for Wilson for his role in Cast Away?). Make yourself known as a man of flesh and blood. Show that you are not just a calculating salesperson, but have distance and sense of humor. Wink at your audience and put a smile on their faces. This is one of the most effective ways to arouse sympathy and build relationships with your users.

Each fanpage is different
Many myths have arisen in the marketing industry about the universal timing and frequency of publishing that produce the best results. Of course, no one will prevent you from familiarizing yourself with these conclusions, but take them with a pinch of salt. The most important thing is to only speak when you have something interesting to share. Do not use force to produce shallow posts, because some blogger decided that 30 publications per month is the best practice. On the other hand, do not delay the implementation of innovative concepts, for fear of a decrease in coverage caused by violating the time window between publications. Quality will always defend itself. If your post is so interesting that it immediately arouses above-average commitment, then any strict rules cease to matter. In addition to a creative approach, we recommend experimenting. Post different types of content on different days of the week and at different times. After a few weeks, check if you see any rule in the results that is worth following.

Follow up on current events
References to holidays and other high-profile events are a great way to place your products in a specific context. This is what Coca-Cola did, which over the years has been associating the public with Christmas. As a result, in many homes, the popular drink is presented every year on the festive table, right next to traditional dishes. In a similar way, you can create a need and immediately propose a solution. Holidays are a season full of various festivals. During concerts, you take photos, record videos, and the energy inevitably escapes from the battery. In such conditions, it is rather difficult to find an outlet to which you can connect the charger. Thus, a capacious powerbank should be an integral part of your inventory.

Avoid generalities
The average bread eater thinks marketing is one big hoax. It is hardly surprising if he is bombarded with messages of dubious value. Imagine if someone offers a pencil that fits your individual needs. It is suitable for a variety of applications, is durable and is considered an absolutely unique product. What is the conclusion? Absolutely nothing. Now let’s take the same pencil, but it will be designed for sketching technical projects, it will last for 3 months of daily use, and it also has an unbreakable stylus. We know something now. Pouring water could work at school or college. In marketing, you cannot afford to throw empty words.

Ask fans for their opinion
Many creators assume an attitude that can be described as the curse of professionalism. They believe that all their actions must be buttoned up and the audience should applaud it without reflection. We propose a different path. Are you preparing to change your company logo and are still hesitating between two projects? Ask your fans for their opinion. They will definitely help you make the right choice. This way, they will feel that you take their opinion into account, and you will generate commitment that will allow you to increase your reach.

Invite to the discussion
An active community is the greatest value for a fan page. You can’t expect users to speak up if you haven’t asked them for their opinion. Communication must work both ways. Therefore, make it clear that you are counting on the answers. For this, you can share a meme with empty bubbles and ask fans to suggest some lines for the heroes. You can also encourage them to tag friends or suggest an exchange of anecdotes from school years. There are plenty of ways.

Take, but don’t forget to give as well
Many companies build a very selfish narrative. Still just “me” and “we”. In such communication, product posts are predominant, which are to directly encourage sales. It is worth finding a compromise and giving something from yourself. They don’t have to be contests or other forms of giving away. In real-life marketing, people often expect just a little attention and interest. Tell us how your brand improves the quality of consumer life. Show the backstage and invite them to discussion.

Organize gray cell training
Mental gymnastics and a bit of healthy competition are a great way to get a community moving. You can ask to solve a puzzle, math, word game, etc. It is worth constructing the task in such a way that the individual elements and the solution are somehow related to your brand. For example, let the rebus lead to the slogan “Free Shipping”, which is hypothetically a standard in your company.

Bet on movies
We mentioned above that video materials are easy to read and therefore generate more engagement. Accordingly, you should focus on this format. Many people refuse to create their own recordings because there is a misconception that such activities require full professionalism. Nonsense. The manicured and directed scenes are associated with classic television, which is gradually becoming a thing of the past. On the Internet, naturalness and naturalness are more important. Films made in cottage-style conditions are considered to be more authentic. To create, all you need is a smartphones that supports Full HD resolution. In addition, you need to start thinking about your video material in a broader context. You don’t have to make a new movie from scratch every time. You might as well collect a few photos and present them as a slide show. Such content can be easily and effectively assimilated in the course of daily duties.

Play with form
Users prefer interactive content in an accessible form. Therefore, you have to respond to their expectations. How to do it? Let us take a few examples. You’ve organized a corporate event and have dozens of photos to share with your fans. Don’t expect anyone to wade through all the photos if you put them in one at a time. Creating albums makes sense only if you periodically include one creative with it, e.g. every week. A collage arrangement will be a much better choice. To do this, design one graphic that you will divide into several segments. Then you can insert several photos in one go and they will all be noticed. An alternative solution is to create the so-called carousel, i.e. a creation composed of several photos placed next to each other. The user can view all available photos by clicking on the side arrows.

Build authority
The content posted on your fanpage must be beneficial for the recipients. It does not necessarily have a material dimension. It will also be of value to make you smile or facilitate some embarrassing activity. Let us focus on the latter aspect. As an entrepreneur with a lot of experience, you must be an expert in your field. Sharing knowledge is one of the best ways to establish your position. Suppose you are a personal trainer. In this situation, you can post tips on how to perform complex exercises. It is worth making a permanent series on your fanpage out of it. Thanks to this, you will get your audience used to the fact that they will find you a handful of practical advice every week.

Be a source of inspiration
Utility has many names. In addition to practical tips, you can also become an inspiration for your fans. These are all the tips that can potentially improve the quality of life for your fans. For this purpose, you can put a motivating quote to take care of your physical condition or provide a photo of the arrangement that can be used during renovation. Inspiration is also a very clever form in which you give at the same time, but you can also camouflage the desire to benefit a bit. Present a ready idea for styling, and let its key element come from your store by accident.

Show a human face
A company that downplays the importance of a positive image will appear to be a group of self-determined careerists who care only about money. Show that you value other values. Maybe on Mondays after work, employees regularly play football together? Maybe you are used to bringing your dogs to the office on Fridays? Show off on your fanpage!

Track trends and react to them
The life of a Facebook publication is extremely short. Important events have 5 minutes of publicity, and then their popularity begins to gradually decline. In this situation, you have to act spontaneously. If information begins to spread virally across the web, try to link it to your products or services. There is a good chance that your creation will be in the mainstream and will be noticed by many recipients.

Numbers
Contrary to appearances, statistics do not have to be boring and repel recipients. It all depends on the form you choose. It makes sense to juxtapose numbers with objects that are easy to imagine. Don’t expect commitment when you boast that your employees produced 14,000 kilometers of cables in the past quarter. As the number looks abstract, users may not know how to rate this result. A much better solution would be to say that the length would be long enough for the cables to reach from United Kingdom to Australia in a straight line. Then you can quickly imagine the scale of this undertaking. Always present complex concepts with commonly known circumstances, but if you want to publish a post with raw data, you should prepare an infographic. Information presented in the form of visualization is processed by the brain as much as 90% faster than plain text. Thus, users learn the message more efficiently, and the message will remain in their memory for longer.

Tell a story
Why are para-documentary series on television so popular? After all, the actors are lousy, the scenario is naive, and the production is not very high-flying. The answer is simple. By its very nature, storytelling is more engaging than many other ways of narrating. The recipient may feel that he is part of the illustrated events. Commitment is half the battle. From this position, it is much easier to move on to consolidating brand awareness.

Create thematic cycles
Social media is full of extremes. Finding a balance between various concepts is the key to success. On the one hand, users like to be surprised, so you should constantly raise the bar by creating the most original solutions. On the other hand, recipients warmly accept repetitive actions. Therefore, it is worth running thematic cycles on your fanpage, which will always appear at the same time or at least on the same day. You also need to take care of creating a coherent visual identification and finding a complex issue that will not be exhausted after a few episodes. In such a convention you can embed, for example, recipes, practical advice on doing strength exercises, etc. The constant thematic cycle gives fans a reason to visit you regularly.

Show off your achievements and important events
As children, we learned that bragging was rude and inappropriate. Then social media came out and all the science went to the woods. However, you can boast in a good tone, which is not vanity. It’s about showing you the way to your goal and the fruits of your hard work. Let us leave files of banknotes, luxury cars and gold-studded interiors to the creators of music videos. We are going more towards presenting a favorable financial result, a new office or an employee who has successfully made it through the recruitment. Transparent entrepreneurs will always enjoy greater trust.

Build up tension
Are you preparing something special for your fans? If you provide complete information only on the day of the premiere, you may waste a significant part of the potential hidden in the planned action. Instead, try to build up tension. Publish posts where you will gradually reveal more cards. Many users will wait with bated breath for the solution of the puzzle. This way you will get much better results.

Appreciate your audience
As we mentioned before, a committed community is the most valuable asset for your fan page. You should thank the fans for any interest they show. If they share their thoughts or photos, make it clear that their opinion is valuable to you. First of all, you need to remember about it when users showed a lot of activity under some initiative or when you exceed the next threshold of page likes. Then create a dedicated creation in which you express your gratitude.

How to find the best audience and customers on Facebook?

Find out who belongs to your target group
First, you need to find out who your audience is. Universal messages may turn out to be completely wrong. Therefore, it is worth personalizing the message. You can get the data from Google Analytics connected to your website or check the Facebook fan page statistics. Take into account the age, gender, education and interests of your fans. Thanks to this, you can precisely respond to their needs.

Get closer to your fans
Creating the so-called person is sometimes underestimated by marketers. This inconspicuous method, however, allows you to precisely adjust the language to the characteristics of your audience. The whole operation consists in dividing your target group into several most important segments and listing their most representative characteristics. To do this, use the knowledge you gained in the previous point using analytical tools.

Match the style to your expectations
Not every publication has to meet the expectations of the entire community. When planning your monthly schedule, create some universal creations that can reach everyone. Beyond them, lead a personalized narrative. In this way, you can build a closer bond with representatives of particular groups. Based on previous experiences, adjust the type of communication that will be comfortable for both parties. Answer a few questions for yourself:
– Unofficially or officially?
– Enthusiastic or reserved?
– Loose or serious?
– Youthful or mature?

Once you have dealt with these doubts, you will know how much you can afford to discuss with each audience. You must also be aware that online savoir-vivre rules are more flexible. Most people call themselves “you”. Even if you are addressing a mature audience, you don’t necessarily have to be protective and stick to conventions. It’s more about professionalism and creating factual publications based on reliable sources. Certainly no one will be angry with you if you call him by his name, but at the same time you open your eyes to some very important issue or present a point of view that touches on the problem from a completely different angle. Everything is a matter of feel.

In the case of looser topics, the situation is much simpler. Then you can indulge yourself, treat fans like buddies, share memes, and even use slang.

What are the benefits of Facebook for your business?

Thanks to Facebook activities (both organic and paid):
– You will increase brand awareness in a mass audience,
– You will lead to an increase in sales results,
– You will get traffic to your website,
– You will warm up the image of your brand,
– You will be in constant contact with recipients,
– You will build a committed community,
– You will strengthen relationships with customers.

Use pixel

For more experienced marketers it is obvious, but still entering the pages of various businesses is short of this short script that allows remarketing. Of course, not every website on the internet needs a pixel and Facebook advertising, but if we are thinking about this form of advertising or are just starting to operate on this platform, pixel is one of the first things we should be interested in.

Pixel is a tracking code that allows you to create remarketing groups. The script connects the person who enters the page with the Facebook account. Thanks to this, by creating an ad, we can reach people who, e.g. have visited your website within 45 days. These groups include people who know your brand through the website. It is therefore the hottest type of recipients, and not using them and letting them go into oblivion is a flaw for the marketer.

Delving into the technicalities and specifics of this script, you will soon discover that you can add conversion events and parameters to it. What does it mean? This means that you can optimize your campaign for a specific conversion, e.g. purchase or filling out a form. Thanks to event installation, you will also learn how many conversions and values were made after clicking on the advertisement. By combining pixels with a catalog (product feed), you can start displaying dynamic remarketing, in which you will show a personalized advertisement with a specific product to the person who has previously viewed the site.

Use Lookalike groups

The previous point concerned the remarketing group from the site. These are extremely valuable recipients. What about the moment when we want to reach new potential customers with the advertisement?

Of course, we can use the classic method, i.e. directing advertising to groups built on the basis of demographic data, i.e. locations, age, gender, interests or behavior. However, we can let Facebook do all the magic for us. Then he will choose those who will most often use our services. Sounds beautiful? Indeed it is. The only thing we have to sacrifice to the platform are our remarketing lists. Of these groups, e.g. 5000 people who visited the site (data from the pixel) within 30 days, Facebook will prepare a list of 200,000 people in the country similar to these people. In the source, each of the 5000 people is hundreds of data that the platform analyzes and searches for profiles with similar characteristics within a given country. You can also create Lookalike based on the list of people who interacted with your Facebook page. Then even the remarketing list obtained from the website will not be needed.

As you can see, at first Facebook Ads are mainly groups of so-called standard, i.e. demographic. Over time, however, as you gain experience, you’ll start to use a combination of remarketing lists and lookalike groups.

Advertising creation

This is the only thing the recipient sees. Not your settings, not the purpose of the campaign, but graphics or video and text are the only point of real contact with the recipient – if this point fails, your campaign will not have a chance of success.

Settle in as the recipient. You are viewing the feed on Instagram or Stories on Facebook. In what form would you like to see your ad? Stock image without an ad slogan and unclear text, unmatched by mobiles? Or maybe eye-catching graphics with a slogan in the form of Call To Action, the right button and a short, understandable advertising text? It is obvious. Unfortunately, advertisers often focus on complicated audience settings and bids, and neglect the only thing that the viewer really sees.

To create the perfect creation, I suggest you follow these guidelines:

Ad text – Probably your ad will be displayed on mobiles, so try to include a maximally simple message in the first three lines that you will see in the preview of the ad in the mobiles feed version. The text can be long and the recipient willingly clicks “view more” to read it, but you need to catch attention through the first, one or two sentences, e.g. to solve the problem of the recipient with the first few words. In the following you can write what you want.

Graphics / Video – does it also stand out in feed / stories? Gets attention? Is it clear and you know what the advertiser meant? Do you know what you, as the recipient, should do after the ad? Is the format adapted to the locations? Is the graphics on Stories vertical (sample format 1080 × 1920) and in the feed square (1080 × 1080) which significantly improves the reception? Is the advertisement based on stocks that everyone already knows or maybe on their own interesting graphics / photos?

Ad headline – Short and succinctly, this should be the headline. It can take the form of a call to action.

Button – If you offer the sale of t-shirts, you will not use the “fill in application” button, eg “buy now”. The “more information” button has already taken care of everything, change it!

Test different solutions – audiences and ads

When launching a Facebook Ads advertising campaign, we set the target, audience in the ad set, and the ad itself. Let’s stop for a moment while developing the middle part, i.e. the group of recipients. We usually set up one and publish the campaign. But why not use two or more and give the algorithm some room to work? Almost every group can be divided into two, at least according to age, locations or gender. Thanks to this breakdown and the simultaneous use of CBO, i.e. optimization of the budget campaign at the level of setting the advertising goal, we will allow the algorithm to experiment and select a group that converts better, i.e. results, e.g., at a lower cost.

We wouldn’t know about it by broadcasting a campaign with one audience.

The same applies to advertising in a set of ads, i.e. graphic or video creation. It’s worth testing different headlines, other texts or even entire graphics. After a while we will notice which performs better. Then we can stop the emission of the weaker creation and implement another one for testing, which may prove to be better than the one that won in the previous test.

Analyze on a representative sample of data

It happens that after one day we receive information from the customer that, e.g. one campaign or advertisement works better than the other, and that the worse one should be turned off. With a relatively low budget, absolutely one day of issue is not a representative sample of data on the basis of which you can make radical decisions such as suspending an element of the campaign (e.g. audience). Let the ads take a few days, 3-7 days is the right range to evalsuate the effect of our actions.

Regardless of whether you run a clothing store, an automotive parts store, a gardening equipment store, a health food store, you have one specific goal – for example, getting customers and increasing sales. An online store advertisement comes in handy, thanks to which you can reach a wide audience. This is the beginning of the road, but you are not far from success.

Online store advertising – possibilities

Wondering what online advertising options you have? Internet marketing is a very broad concept, thanks to which you will choose solutions adequate to your needs and expectations. Importantly, online store advertising should not focus on just one tool at all. To increase your chances of success, it is worth acting on many levels. Many forms of online advertising complement each other perfectly, thanks to which a larger group of potential customers can get to know you.

– Google Ads
This is a paid online store advertisement that gives quick results. Therefore, it will be great when you are just starting a business and your brand is not yet known.

As part of Google Ads, you can use, among others from sponsored links. They are displayed in the search engine – above the organic results – after entering specific keywords. After clicking the user is redirected to your store. This is a very effective method of advertising because for the average user Google Ads do not differ from organic results. It is also worth adding that they are well-matched to the client’s queries and thus get what he expects.

Another option is given to banner campaigns, which are implemented with the participation of portals cooperating with Google Ads. The banner is displayed on the given website – after clicking on the graphic the user is redirected to the online store.

The third option is Google Shopping – a tool with which you can promote specific products in the search engine. The user entering the product name receives the results in a special box – a link to the product appears along with the name of the store, price and photo.

– Advertising on Facebook
Statistics show that most people use at least one social networking site. Facebook is the most popular and, among other things, you should mark your presence there.

One of the forms of advertising is your own fanpage, through which you can establish long-term relationships with customers and engage in dialogue with them. It is also a good way to build brand awareness.

The fanpage itself is not enough – especially if the store takes its first steps. Facebook campaigns come in handy to help you adapt to your needs. The form of advertising can be, for example, sponsored posts appearing on the board of potential customers or in Messenger. There are a lot of advertising formats on Facebook, from static to carousels and movies.

– Content marketing
Content marketing is not direct advertising. It is a series of activities on the Internet that primarily allow you to increase brand awareness, build an image of an expert or gain leads.

These activities can be carried out in many ways, however, the publication of thematic articles on external websites and the publication of articles on a company blog plays a major role. These are content activities that we know widely, but there are many more and they can also be much more sophisticated. Let store actions serve as an example. A simple loyalty mechanism (stickers = reward) was turned into a content self-play. Such action provides a lot of sought after content. Thus, a powerful envelope of content is created around the programs.

Online store advertising – why is it worth it?

The need to incur financial expenses for advertising on the Internet raises many questions – including those related to profitability. Although it’s hard to get a clear answer, one thing is certain: online store advertising has many advantages and is extremely measurable. So you can make budget transfers to the most promising channels in real time!

– Wide range
Internet advertising is distinguished by a very wide range. It allows you to reach hundreds of thousands of recipients – not only in your country, but also in the world. This is especially important if you are considering selling products also abroad. A wider reach means reaching more users with more potential customers among them.

– Unlimited access to the offer
Unlimited access to online stores means that an online store ad does not have to be displayed at certain times. It reaches the recipient virtually 24 hours a day, 7 days a week.

– Precise targeting
Online store advertising – regardless of the tool chosen – allows you to precisely identify the target group and then reach it. This increases the chances of the recipient carrying out a specific action, e.g. placing an order, subscribing to the newsletter.

– Speed of campaign launch
An online advertising campaign can be launched very quickly. What’s more, it is possible to reach a wide audience as soon as the campaign starts. This works great for online stores starting out, which – in the case of offline advertising – would have to wait much longer for results.

– Affordable costs
Traditional forms of advertising can cost a lot – unlike online advertising. It is much cheaper, which allows you to achieve your business goals with a lot less money. Thanks to this, every online store has a chance to appear on the web – regardless of its scale.

– High flexibility
Online store advertising is characterized by great flexibility. You can modify the parameters of individual campaigns – so that they bring the expected results. And all this without having to increase advertising expenditure.

– Possibility of constant monitoring of effects
Internet advertising is fully measurable. It is possible to systematically monitor effects using various tools. Thanks to this – if a given form of promotion does not meet expectations – it can be modified or completely eliminated.

Online advertising of an online store is a profitable investment. Compared to other forms of advertising, it provides the best ratio of campaign costs to results.

PR + SEO = SEO PR

Simply put, SEO PR is a combination of search engine optimization and public relations activities, which is enriched with SERM, i.e. managing reputation in the search engine, by promoting positive materials about a selected brand and responding to negative ones.

SEO and PR combine primarily content, or content. They are needed for both activities. In order to combine SEO with PR, it is necessary to create valuable content for these two areas of marketing. It is not difficult, but requires the development of detailed guidelines and is more time-consuming than creating typical “pretzels”. The development of such content is associated with higher costs, because you need to write a virtuoso of a pen who will understand the issues of building image on the web as well as the principles of search engine optimization.

SEO PR – why is it important?

The issue of SEO PR is considered increasingly popular and important, and all because the creation of a positive image on the web is a key issue for most companies. It is supposed to bring benefits to both SEO and PR activities – the combination of these fields strengthens SEO activities and helps in positioning public relations materials.

The use of public relations in SEO pays off for every brand. Benefits will benefit both a little-known brand that just wants to promote, and a large company wanting to prevent and control image crises. SEO PR is also useful when you want to build an expert position on the market and fight for high-end clients.

How to use PR in SEO?

SEO PR often reaches for companies in a crisis situation, when, for example, a lot of negative information about the company appears on the web. In such a situation, campaigns are often one of the solutions often used, during which a number of positive image messages are published. The effect is to reduce the visibility of adverse content. However, SEO PR should be implemented in a marketing strategy in times of prosperity. It will be an effective tool that will help promote the company and its products, and at the same time build consumer confidence and e.g. an expert image. Thoughtful actions will also allow you to obtain valuable links in a natural and quite safe way, and often (importantly) free. For valuable content, the portal may agree that the press release be included for free with the link.

In summary, using public relations in SEO activities,
– A positive image of companies is created,
– Increases search engine visibility,
– Increases organic traffic on the site,
– Increases sales,
– Builds a group of new recipients.

How to make PR valuable for SEO?

SEO RP activities should be conducted in accordance with current Google recommendations and naturally fit in with strategies to build the company’s image. If you want to conduct them, remember to avoid “artificial” actions at all costs – search engine algorithms are more and more sensitive to them and capture them better. Therefore, it becomes necessary to prepare an analysis for UX and plan the creation and distribution of content. In order not to get lost in these activities, it is recommended to create an SEO PR strategy that will determine, among others target group, task calendar, topics covered by SEO PR, issues related to SEO optimization (e.g. list of dedicated keywords, content structure, structural data encouraging clicking on the message), content distribution and promotion tools.

It should be remembered that even the best prepared and implemented SEO strategy will not bring results if you do not constantly monitor and control changes. For SEO PR, good timing and upcoming trends are important. The need for quick response means, with SEO PR, it is worth combining with real time marketing. Orientation in the current situation will allow to use them in favor of the promoted brand or product. You can even use Google Trends to analyze trends.

If you want to use PR in SEO activities, you should not forget to build correct relations with the media. In an era when the Internet is saturated with content, you cannot delude yourself that you will send a low-level text to the portal with a link, and it will place and promote it. To get the press information to a widely read medium, PR should be conducted at a high level and create attractive, unique, timely, correctly substantive content, interesting from the point of view of the reader (and not the company) that you want to reach. At the same time, you cannot expect the publisher to always publish information for free with a dofollow link attached. To avoid disappointment, publication conditions should be set in advance, with links only when the article enforces it. An active link in a PR message should be an integral part of the content, e.g. redirect to content sources, examples, solutions to a given problem, etc.

Tools for SEO PRs

It is also difficult to talk about the effectiveness of SEO PR if you do not use the tools available on the market. They will help in obtaining data, monitoring effects and changes, building image in search engine. SEO PR tools that are worth paying attention to are:

– Keyword analysis applications – they will help you choose the right phrases that will be used in published PR materials; both the free Google keyword planner and free applications can be used to search for keywords;
– Network monitoring tools – their task is to inform about mentions that appear about the brand; this allows for a quick response to them, and also indicates where to place bulilding links; SEO tools can be used to monitor the network.
– Applications that monitor search results;
– Content and content publishing platforms, as well as Google Ads and Facebook As promotion tools that will increase the visibility of produced content;
– Internet forums – can be used not only for “whispers”, but also for substantive statements of the brand, in which he will give extensive statements on the topic in which he wants to specialize; in these statements, you can add a dofollow or nofollow link naturally (if possible);
– Brand ambassadors – cooperation with influencers is an increasingly popular solution; it turns out that the correct definition of its rules can have a positive image effect, as well as increase visibility in search results;
– Applications for running a virtual press office – they will enable easier management of databases of cooperating journalists and faster sending them of press releases; many platforms for running e-press offices also allow the journalists with whom they cooperate to retrieve information.

The brand’s reputation in the 21st century is the most expensive currency. Positive opinions and the image of an expert can be won even with a larger competitor that offers cheaper products / services. SEO PR will ensure both the visibility of the page in the search engine and put the brand in a good light. Importantly, thanks to activities carried out effectively, brand visibility on the web will grow rapidly, and Internet users will easily find published content even by asking Google general questions related only to the long tail of search. Entrepreneurs who wondered whether investing in SEO PR should dispel their doubts.

How to use SEO PR articles?

A. When entering the company, ask for all company publications available on the Internet. Review them for possible link placement (no matter if Dofollow or Nofollow) – and under the name (brand) put a link to the main page. At the same time, if possible, rebuild a sentence so that you can add one more link, e.g. to a category, product or service.

B. If the customer does not have a list of articles, use footprints to search for articles in the search engine, for example:
– “company xxxx”
– “about company xxxx”
– “at xxxx”
– “by xxxx”
– “by xxxx”
If you already have a list, contact the editors of these articles and try to put a link there.

C. Make sure that all new PR publications contain a minimum of 1 brand link (sporadically brand + keyword) to the homepage.

D. If possible, put several products with links to them in the article, the full name of the product may be an anchor (don’t forget about nofollow, because it may be necessary).

E. Use all possible Social Media channels to promote your brand – positioning them results in queries about the company name, brand, domain name – search results are the company’s URL and profiles. SERM is also part of PR.

F. Remember what keywords you are fighting for above all:
– name + reviews
– name + portfolio
– name + rating
Unfortunately, in the case of phrases such as “name + scammers / bankruptcy” will be a huge challenge.

G. Browse the positioned website – implement all possible extended parts to obtain “knowledge graph” – that is the box describing the company: local business, website, organization.

H. Use PBN platforms to get interesting spots for publishing articles (sometimes it’s cheaper). An interesting option is the publication of the article on portals that are in Google News – there is then a chance for a carousel with such articles to appear on brand queries.

1. A negative approach to marketing in social media itself

If you think social media is not suitable for your industry and its associated demographics, then you are probably wrong. Many people still think that social media is only interested in teenagers and technology fans. However, this situation has changed a long time ago. For example, one study found that the fastest-growing Twitter age group is between 55 and 64 years old. In turn, the fastest-growing demographic group on Facebook is in the range of 45-54 years. Social media has penetrated all layers of our society. That’s why you can use them to reach virtually any target groups that are relevant to you.

2. Lack of goals and target group arrangements

Knowing who your audience is can be the biggest challenge you face. When creating a campaign, it is important that you identify your target group and tailor your activities to it:
– Who did I create this product for / I offer the service?
– Do I try to reach adults, adolescents, men or women?

All these questions are important from the point of view of identifying the target group, so you can set your initial campaign goals. Once you have defined your group, you should determine how to measure the success of the campaign. To do this, set parameters and define your goals and KPIs:
– How many customers do you want to reach and with what commitment?
– Is your attention just focused on increasing brand awareness or do you want to direct traffic to the company website?

The more you specify your goals, the better!

3. Lack of measurement of results

Social media marketing is a powerful way to promote your brand. In addition, you can track all your activities and progress in real time. This allows you to make strategic changes to your campaign over time. You can stop inefficient advertising to save your budget until it is re-optimized. Expecting amazing results from the first post or campaign is a bit too optimistic. To succeed, you’ll always need a series of patches and tests to get the results you want.

4. Vague and overly general actions

Should you be on all social platforms? Probably not.
If you want to conquer all platforms, it will be rather difficult for you to create unique and high-quality content on each of them. The mere handling of profiles and interaction with the target group also takes time. You also need to choose your marketing channel accordingly. If you operate on one platform, but your target group is on another, you won’t do much. You can choose to choose only one or combine several. Remember not to overdo it and consistently generate good content for selected platforms.

5. Avoiding, deleting and counterattacking negative comments

Negative comments give you the chance to improve the quality of services and build trust in your brand’s community. When a customer is dissatisfied with the service and makes a sharp negative comment, many brands decide to ignore it, and some even try to remove it or respond with even harsher statements. Look at it from a different perspective.

This situation is an opportunity to turn a complaining customer into a satisfied customer – one who will remember your culture and patience.
Therefore, take negative comments seriously and try to solve the problem the client is facing. Reply directly to the comment, and then move the matter to a private channel.

6. Too many self-promotion

– Buy it.
– Download it.
– We were here.
– Wait for our latest offer.

Imagine you are following a brand that publishes only this type of content. Each individual post is self-promotional – it adds no value to you. Nothing fun, nothing motivating, no interaction with customers.

Would you be honestly interested in such a brand?

Social media is a fantastic place to build and develop your community. This is where you can get feedback and establish long-term customer relationships. Therefore, follow the 20/80 rule, where 20% of your posts are self-promotion, and the remaining 80% is a specific added value for your recipients. This balance will help you subtly promote yourself while not overwhelming with your messages.

7. Not using different content formats

Is your fanpage not like a boring history book?
Large blocks of text without graphics make the content monotonous. The text itself is not engaging enough. If you want to effectively attract attention, in addition to text, place photos, infographics and videos. Facebook users watch over 100 million hours of movies a day. Individual content formats also have different results in terms of engagement. In a survey prepared by Paraphrase-Online, marketers determined which forms of content brought the best results:

– 40% – original graphics (e.g. infographics).
– 23% – movies and presentations.
– 20% – charts and data visualizations.
– 12% – stock photos.
– 5% – gifs and memes.

People love graphic content because they are easier to learn than just reading text. Therefore, try to combine it with photos and videos.

Summary

Promoting your company on social media is an activity that will definitely bring benefits. Therefore, avoid the mistakes listed here, and you’ll see the results you want much faster.

Marketing indicators – what for?

Why measure at all? The answer seems obvious. Thanks to the analysis of key performance indicators (KPI), among others:
– you get measurable results of your marketing activities,
– you see which of the published content worked better and which worse
– you can accurately calculate the translation of the costs of marketing activities into profits from finalized transactions,
– it’s easier for you to plan your next promotional campaigns – so as to better tailor them to market requirements.

The problem, however, is that with the development of tracking and analytical tools, the number of indicators has also increased significantly. Of course, each of them matters. Sometimes, however, it is difficult to break through the thicket of numbers and percentages. So it’s worth knowing which indicators – available e.g. in Google Analytics, on the FB fanpage’s administrative page or in CRMs – have a really great impact on the assessment of the effects of marketing activities. So we discuss the most important ones.

Different marketing indicators for each type of message

Remember that when it comes to indicators that are important from the marketer’s point of view, there is no single, universal combination of the key ones. There are no indicators that will be relevant in every situation. All because the interactions with the recipient of each type of content released to the web are slightly different. For example, on the landing page you will observe data related to the acquisition of leads, but already in organic activities in social media – rather those related to the involvement of users under your posts. So choose the meters for each type of marketing message that you release into the world. The indicators depend on the purpose of the campaign.

What to measure by analyzing the effectiveness of the website?

When looking at website traffic, it’s worth paying attention to:

– traffic on the site – the number of page views, the number of unique website users and the percentage of those returning to the website are important,
– average time spent on the website and Bounce Ratio – this will show you whether the prepared content engages users so much that they want to get to know the information closer, or reject them immediately,
– traffic sources – so how did the users get to your site: by entering its address in the browser, via the search engine, or maybe from social media or thanks to other external links? This will help you spread out your accents well when it comes to promoting your site on individual channels,
– conversion rate – how many visitors to your site took the action that you expected. For example, on a landing page it is leaving a lead;
– the proportion of leads to conversions – so how many of the people who initially expressed interest in your offer went through the entire marketing funnel,
– cost of acquiring a lead / client – i.e. the proportion between the amount of expenditure on the promotional campaign and the results obtained.

It is also worth making a “heat map”, so check which areas of the website were of particular interest to readers – so as to make any corrections to the layout and increase the range and conversion rate.

Analysis of marketing indicators in social media

Slightly different indicators count in social media. It is also an important marketing communication channel that strengthens the brand image and acquires sales leads. But what indicates that your actions on the fanpage bring results? The indicators that should pay your special attention are:

– number of views (reach) – of course, organic reach is the key, i.e. the one achieved without reaching for a paid promotion,
– the number of clicks on the post – will show how much information you presented on FB or Instagram was of interest to the recipient. Each click is evidence of initial interest in communication and that the post attracted attention but was not scrolled,
– leads obtained through posts in social media – i.e., e.g. contact details left on the landing page to which they directed messages on FB or from lead ads,
– engagement rates – it’s about the number of: likes / reactions, comments and interactions – the more, the higher the effectiveness of your actions,
– user generated content – i.e. posts / materials related to your fan page by users, e.g. those in which your profile has been tagged. This type of traffic can be obtained, for example, by working with influencers, or by organizing competitions in which the task is to perform just such an action.

If you reach for paid promotion tools – conversion rates are also important, i.e. the cost of a single post view, click and conversion.

What about sales-related indicators? When analyzing activities in social media, it is usually difficult to obtain unambiguous and error-free data. However, the cost of activities carried out here should be included when calculating ROI, and thus the overall return on investment in promotion compared to the outlays made.

How to find yourself in the ocean of data?

As you can see, there are still quite a few marketing indicators that matter, and the ones above are just the tip of the iceberg. For example, CSR actions (related to corporate social responsibility) may have completely different performance evalsuation indicators, and nevertheless enter into marketing areas (e.g. from the purchase of each product X we allocate the amount of Y to the organization Z).

If you have the impression that it is difficult for you to be among the indicators, you can always go to specialists. They will look at all the data and indicators that have been generated, analyze their relevance and draw conclusions. As a result of their work, you will receive a transparent report that will show you clearly how your marketing activities translated into achieving your goals. It will also be a source of tips for the future – you will learn from it how to improve your work so that its results are even better. Marketing indicators – and more precisely their design in the context of a given action and goal – is one of the most important challenges for a marketer. However, the correct architecture will also make them an unparalleled ally in operations and reporting.

Facebook Blueprint – available certificates

Level Associate:
– Facebook Certified Digital Marketing Associate

Level Professional:
– Facebook Certified Media Planning Professional
– Facebook Certified Media Buying Professional
– Facebook Certified Marketing Science Professional (Pilot, available only on individual invitation, related to data analysis and visualization, requiring, among others, knowledge of Python, MySQL, and Big Data issues)

Level Developer
– Facebook Certified Ads Product Developer
– Facebook Certified Ads Product Developer II
– Facebook Certified Ads Product Developer III

What is the exam process in Facebook Blueprint?

The exam conditions are very precisely defined by Facebook. If we fail to do so, we may be disqualified, so you should read them well before taking the exam.

You can use the option of taking an exam at work. The conditions for taking the test are to disable all programs and applications, stay in a room where there is nobody else. During the exam, we are observed by the examiner, who can ask to show any place in the room at any time through a webcam built into the laptop. He may also notice when we make any “suspicious move”

Facebook Certified Ads Product Developer I

Facebook Certified Ads Product Developer I is a certificate that was created in place of the former Facebook Bronze Certification. To obtain a certificate, you must complete two parts: a multiple-choice test and an exercise in which a previously created pixel should be installed on the test page, along with several selected events, parameters, a code responsible for advanced matching, and a pixel should be connected to the directory on FB. The exam is a condition of joining Facebook Marketing Partners, and checks knowledge of:

– creating and managing Business Manager and its resources
– creation and implementation of the FB pixel, along with all available events and parameters, and the use of custom conversions
– creating catalogs and catalog-based campaigns
– understanding and implementing processes related to (Advanced Matching) in manual or automatic implementation
– connecting the FB pixel to the catalog
– solving problems related to incorrect pixel implementation,
– troubleshooting problems related to directory errors
– solving problems related to problems connecting pixel signals with products from the catalog

Facebook Certified Media Buying Professional

Facebook Certified Media Buying Professional is an exam for people professionally managing Facebook ads. The exam covers issues in the field of planning, setting, optimization and reporting of campaigns. Exam questions concern practical issues, most of them contain a description of an imaginary situation and possible variants of behavior in it.

Unlike the Product Ads Developer exam, in this case, we can start with a mock exam with 30 questions, the result of which has no effect on the final exam.

How much does the Facebook Bluprint certificate cost?

Each exam takes $ 75.

How do you study for the Facebook exam?

I describe the level of difficulty of both exams as high – certainly, in order to approach it at all, it is necessary to have practical experience in working with various types of campaigns. On the Facebook Certified Media Buying Professional exam, the questions cover a whole spectrum of topics, including reach and frequency campaigns, unavailable for most accounts. In order to take the exam, in my opinion it is necessary:

– reworking the Blueprint course
– min. 1-2 years of experience working with different types of campaigns and on large budgets, regular use of different types of campaign optimization, regular testing of new solutions
– understanding the optimization rules, the ability to respond appropriately if the campaign does not go according to plan – e.g. if the result is not adequate, or if the campaign does not spend the budget

For the Facebook Product Ads Developer I certification exam, it is necessary to have experience with the implementation of the pixel along with all events and parameters, on various CMSs and directly in the code. Unfortunately, after all we do not get information as to where we made mistakes.

Pros and cons of the exam process itself?

After the exam, we wait up to a few minutes for the result and it’s hard for me to imagine that anyone at that time would be sure of success. The level of difficulty of the questions is high, therefore passing the exam gives enormous satisfaction and certainty that we do our work at a high level.