Facebook Marketing

The Unique Winner's Path To Reach 10,000 Likes & Convert

To Glorious Cash
Table of Contents

Introduction
Chapter 1: Targeting your audience
Chapter 2: Create winning content
Chapter 3: Link back to your brand
Chapter 4: Marketing is a two-way street
Chapter 5: Pre-selling your audience
Chapter 6: Call to action
Chapter 7: Using advertising functions on Facebook
Chapter 8: Avoid being banned from advertising on Facebook
Chapter 9: Get organized
Conclusion
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Introduction

Congratulations on downloading your personal copy of Facebook Marketing:

The Unique Winner's Path To Reach 10,000 Likes & Convert To Glorious
Cash. Thank you for doing so.

As the world has become much more digital in the past couple of decades,
marketing has changed drastically. Ads that were once featured on the inner
pages of magazines and newspapers are now prominently posted on popular
social media sites. While there are a number of websites to build your
business on, Facebook is still the largest social media site, with over a billion
people logging on every single day around the globe.

With the reach of paper media like magazines and flyers dwindling, it is
important to update your marketing campaign and learn how to promote your
business where people are already looking. The following chapters will
discuss some of the many ways Facebook can be used to build your business,
and help you reach your goal of 10,000 or more Likes. You already know
how important reaching people on social media is, now it is time to learn the
skills necessary to put it into practice.

From techniques that build your status for free to running paid
advertisements, this book is a step by step guide to building your presence
and get you closer to your goal overnight. Remember that more Likes and
Followers you have means more money for your business! What are you
waiting for?

There are plenty of books on this subject on the market, thanks again for
choosing this one! Every effort was made to ensure it is full of as much
useful information as possible. Please enjoy!
Chapter 1: Targeting your audience

Marketing and advertising are businesses in and of themselves. The idea of

selling products is an age-old business that thrived long before the creation of
social media. Marketing firms still exist and have traded lots of their
advertising in newspapers and magazines for online ads. Still, it is necessary
to have a marketing plan to capitalize on the needs of your audience and to
capture your target market. Just because the medium has changed doesn’t
mean the content and timing need to fall by the wayside. Do your homework,
find your target audience and play into their needs.

This book will read a little differently depending on the business. In general,
any business is either out to sell a physical product or a service. The idea of
service is very broad and could include anything from personal training in
person at a brick and mortar location to providing information through a
website, like a blog.

The goal for most bloggers is to put out information that is helpful and incites
the desire to learn more, or change. For example, if a blogger is passionate
about saving the rainforest, their primary goal will be to drive their followers
to propel political change. Not every business is selling something for money,
and that is a very important distinction to make. Just as well, not every
business has money to spend on advertising, like a non-profit. Therefore,
their marketing goals online will be much different.

The first step to a successful Facebook campaign will be discovering your

target audience. Most likely, you have already started a page to promote your
business. Facebook has a handy feature that will show you page statistics.
Simply click on the ‘Insights’ tab on the top of the page toolbar. From here
you can analyze each post and how well it performed. You will find stats on
how many people the post reached, and how many people liked and engaged
in the post. You will also find stats on how your page did as a whole through
time.

The page has a list of each of your posts, how many likes and how many
shares it received. What you want to pay attention to most is the organic
reach. This is the amount of people who saw your post because someone they
are friends with either liked or shared the page. When you think of organic,
think of the growth of a thunderstorm. With the right conditions, like warm
air and moisture, a giant cloud can form. With static electricity, the cloud
produces lightning, thunder, and of course rain. Without these conditions, the
cloud cannot form. This is your post. Like the cloud, your post must have the
right combination of interest and relevance to attract followers that eventually
form a cloud of Likes. On Facebook, more likes and shares lead to a bigger
following, similar to the growing cloud.

Organic reach is a great indicator of interest because it shows how many

people are interested in the post. The more Likes and shares mean that a post
has traveled to a greater number of people in a relatively small circle, and
hopefully, your target audience. A high organic reach shows that your
followers liked the post, and then their friends liked the post, and so on. Use
this information to develop future posts that could also grab the same
attention. Organic attention is the best kind because it is essentially free
advertising.

Since you have likely had an active Facebook account for a while, take some
time to go through your insights and determine what posts did best, and how
to build a marketing campaign from there.

Also, watch what areas of your business do best. For example, if you own a
flower shop and you discover that most people are interested in your floral
arrangements for weddings, play into that audience. You may find that your
followers have no need for specialty balloons and other gifts, but the
arrangements do well. Give your followers what they want and post more
information about wedding flowers. This is good for one of two things. Your
current followers will hopefully find what they are looking for in your
business and provide an increase in sales, but they will also share the
information with their friends and family, creating greater organic reach.

Use this information to coordinate sales and other brick and mortar marketing
strategies as well. Popularity may change over time, especially during
wedding season. If trends in sales can be seen online, you bet that will
translate into your store as well. Test the waters and post periodically about
your specialty balloons. If there is little interest and your in-store sales
support that, it is likely time to rethink your inventory. Take the opportunity
to pinpoint products that take up valuable shelf space and replace them with
things that there is more of a demand for.

It doesn’t matter what type of product you are selling; this strategy works
with everything, including intellectual content which are websites and
companies that do not sell a product but capitalize on information. For
example, a blogger may like to post about camping. They realize that their
posts on gardening and homesteading are getting much more attention lately.
Topics trend and lose steam, and using page insights to determine the ebb and
flow of trends can be used to your advantage. It may not be feasible to
continue writing about the same topics if the interest isn’t there. While many
people create blogs for the fun of connecting and sharing information if you
are a professional blogger who uses a website as a money making venture,
keeping up with trends is valuable. Since Facebook and other social media
sites are used exclusively to draw attention to these sites, gaining insight from
the demographics information can be a priceless marketing tool.

Don’t be afraid to ask your followers what they want. You can certainly rely
on your stats and page likes to form marketing plans, but sometimes it is
beneficial to be straightforward and ask your followers outright what they are
looking for. This is beneficial for a number of reasons. First, you get the
marketing information you are after. Second, it gives your customers the
opportunity to voice their opinion and shows that your business cares and
caters to the needs of its customers.
Promote your product showing its benefits and see how people respond. In
your post, tell people you are considering carrying the product, and tell them
you are trying to find out how to better meet their needs. Remember, most
people relate better to a business that has a true human element, and most try
to support local businesses when possible. Big box businesses have focus
groups to tell them what products to carry. Small, local businesses have their
target audience, so utilize it. Show them that you care about their opinion,
and they will notice.

Try creating a simple post asking a question. Try to be specific, as the vaguer
you are about the information you are requesting, the less useful the feedback
will be. For example, if your business sells bicycles, ask what kind of things
followers would like to learn more about. While that is sort of vague, include
examples, or even multiple choice. Offer possible suggestions to prompt the
conversation.

An interesting feature to Facebook Insights is “Pages to Watch.” Here you

can find business pages that are similar to yours and Facebook will help you
compare your stats to theirs. This is useful in a number of ways. First, you
can tell if a competing business has a better following than you. This can help
you focus your marketing plan and will hopefully give you a boost in
motivation to work harder in your business

The “Pages to Watch” feature also allows you to see post engagement for
other pages for the week. Once you begin watching a page, look for sudden
spikes and dips in their engagement, then compare what has been posted on
their site that may have caused it. Not only can you get ideas for what is
trending in your field of interest, you can see some of the advertising
techniques that failed for your competition, also very beneficial information.

Let’s go back to the florist example. This business owner has been
monitoring their page insights but has recently been looking at their local
competitors’ stats as well. From their page, they determined that their
specialty balloons aren’t creating much interest. This created a problem in
that they want to find a new product to fill the shelf space. Using a
competitors’ page to determine what works best for their business is a good
way to find a new product that is driving business. This is very simple market
research.

Regardless of your type of business, creating a solid marketing plan is vital to

the success of the business overall, and overlooking social media as part of
that plan is a big mistake. These tools are free online and should be taken
advantage of. Creating a marketing scheme on a gut feeling will not work.
Use the information at hand and make a plan that will be irreplaceable to your
company.
Chapter 2: Creating winning content

This will be perhaps the hardest concept to master, as the idea of great
content is highly subjective, and can change based on your field of interest.
That said, there are some universal traits to good content to steer you in the
right direction. Using the following tips, you can create masterful content that
is both about your purpose and entertaining to your audience. That is a
winning combination for ten thousand likes.

First and foremost, great content is always relatable. In order to make this
point, it is necessary to show what kind of content is not highly relatable. For
example, let’s talk about the fashion industry. Many high-end brands are so
expensive that the majority of normal people cannot afford to wear it. In turn,
these companies find their target audiences in the rich and famous and cater
their ads to them. This often leads to commercials and print ads that show
someone covered in diamonds, sitting in a cabana with a mansion in the
background. Oh yes, and they’re wearing a tee shirt that costs five hundred
dollars.

While this ad will strike their target audience, the majority of people with
fixed incomes and full-time blue collar jobs will simply scoff and dismiss the
ad. They can buy a similar tee shirt at Walmart for ten dollars. The same is
true with advertising and marketing on Facebook. Your content must fit the
needs of your target audience. If this high-end company was looking to
expand their client base to lower income, middle-class people, their angle
needs to change. Showing someone getting their kids ready for school or
heading out grocery shopping in that tee shirt would be much more normal
for the average person.
Relatable advertising shows and solves problems that the majority of people
face. For example, a deodorant company promotes their new product as stain
free, leaving no white marks on clothes. Their ad shows someone wearing a
competitors’ brand with stains all over their black shirt at an important job
interview. Their competition then enters the room with the same black shirt
and superior deodorant. We have all had run-ins with cheap deodorant, and
this method of advertising shows a real-life problem and the solution the
product provides.

Humor also comes into play with relatability of great content. People who
poke fun at themselves and crack jokes about things that everyone deals with
get people talking. Funny ads and pictures attract attention, and Facebook
followers often share ads because they thought it was funny, not necessarily
because of the brand. Either way, the branding is reaching further, promoting
the business.

Blogging and sites like YouTube have also brought on a new era of
advertising with humor. People now create viral videos with all sorts of
content. These videos can be quickly uploaded to Facebook and linked to
your page. If your videos are funny or informative (or both), viewers will
subscribe to your page to keep abreast of new media as it is posted.

In fact, videos, in general, are becoming very popular regardless of content.

Depending on your field of interest, your videos can be informative,
controversial, or funny. Either way, people respond to interesting videos.
Those that are strictly tutorial or educational can get a bit boring. Get creative
by livening up even the most boring subjects with jokes and props to engage
the audience.

Don’t be afraid to be the leading lady or gentleman in your video. We

discussed the allure of being personable in your business, and that does not
stop short of videography. Featuring yourself or your employees in company
videos show the human side of your business, which will draw in attention.

Your videos should also be cross-posted to YouTube, the leading website for
video content. Any video you post on YouTube should include a short
description, link to your website and social media pages. When people want
more of your videos, or information about your business, they will need to
know where to find it. Be sure your contact info is readily available to make
this an easy process for a potential customer.

Another neat trick comes when you upload your YouTube video to your
Facebook page. When you do that instead of posting a link where to find the
video on your page, a little “Like” button embeds itself in the video. Now,
anytime someone watches that video on Facebook, they will have the ability
to like your page right then and there without having to locate your page.
Instant increase in page likes with a successful video.

Great content must also be engaging. True, funny, relatable media is very
engaging and is a great start, pairing this with a call to action provides even
better results. You can certainly use Facebook tools like creating an event or
offer in tandem with eye-catching content, but prompting people to share and
comment on your posts is really what we’re after. The more a post is talked
about, the more reach it gains. Let’s say ten of your followers posted
comments on a cute animal video you posted to promote your dog walking
business. Those ten comments are then seen by every friend associated with
those ten people. If they then comment and share, the reach expands
exponentially. Ideally, the content will go viral, reaching worldwide
viewership.

Engaging can also mean outrageous. We have all seen content that strikes up
negative emotions as well. For example, when people post pictures or videos
that are controversial like a police-involved shooting, social media begins to
explode. Loads of negative comments pour in, and readership and followings
increase on these websites. While this can get you likes, this is really the
wrong way to go about promoting your business. Learn to keep this in check.
It is okay to pull at people’s heartstrings, but spreading negativity will only
lead to more negativity. This is also a fine line, and your gut instinct will be
employed to determine where to draw the line. For example, if a veterinarian
posts a picture of an animal that has been abused in order to raise awareness
for a charity that protects animals against this, that is negative advertising.
This picture, while powerful, brings nothing but more hatred into the world.
Instead, promoting a picture of a happy animal that has been rescued by this
charity brings about positivity while still advocating for the cause.

A good way to find out what kind of content is trending and currently
engaging viewers is doing research on sites like Google and Bing. Other
companies exist that allow you to search keywords within your field, but
usually charge fees. Doing simple searches in popular search engines is a
great place to start. Ever notice that when you begin to type the subject you
wish to search, the search engine will give suggestions to auto populate? For
example, you plan to search for information on creating good social media
content. As you begin to type, a number of other topics come up. What this
means is that other people were seeking answers to similar topics. These can
be used as inspiration for new content.

Using keywords within your field in search engines is a valuable tool as well.
If your business is personal training for weight loss, simply type in “weight
loss” or “exercise training,” or anything similar. See what results pop up. The
top picks pulled for that search are what people have clicked on most.
Finding out what info people are looking for is a great way to determine what
direction your posts could follow.

Of course, once you are doing this search, you are already behind the curve.
Content has already been written about that subject. It is okay to put in your
two cents, but your info will be better received if you address a question other
sources fail to answer, or by putting a new spin on the subject. Instead of
writing a generic post about weight loss, create an engaging post that pokes
holes in other realms of thought, or asks the opinion of the reader. Get some
controversy going, but avoid being petty or combative for no reason.
Remember that this content is a reflection on you and your business, so
remain professional.
Chapter 3: Link back to your brand

Creating a Facebook page that showcases your business is pointless unless

you draw attention to the area of your business that is focused on sales.
Whether that be buying products through your website or in the store, make
sure followers know where they can pick up your goods.

Don’t assume that people who follow you on Facebook know that you have a
website, or that you provide counseling services online. Make sure they
know. Most blog and website platforms allow you to post updates to social
media sites like Facebook automatically, so if you religiously post blog
articles every week, make sure your followers know they are out there. Make
it easy on yourself by setting it up for automatic linking to social media, as it
will save you the time and aggravation of creating a separate post to advertise
your article.

Your Facebook page should not just be a stream of links to your website.
Most people tend to scan past posts that involve clicking through to another
page. It is an inconvenience to be redirected from the Facebook newsfeed,
and it is much less likely people will do so unless the article is truly
intriguing. We will discuss creating irresistible tag lines and content later on,
but just assume that a majority of your links will be ignored, regardless of
allure.

Instead, make sure to post interesting things without obvious links. We talked
before about simply asking your followers what they are looking for. Asking
people to comment right from their newsfeed will be much easier than
clicking a link and checking out your website. While that may be the goal
long term, creating attention and having people comment on your posts
allows organic reach to grow. When a person comments, it alerts all of their
friends. They, in turn, will see your post. If it is intriguing enough, you may
gain a few new followers.

When you don’t link back to your website in every post, make sure to
mention it. For example, a butcher may post that they are having a sale on
chicken breast next week. Instead of just providing a link to their website
page that details the sale, they can list the sale in a single post, then say
something generic like, “Visit our website for details.” That sentence can be a
hyperlink to the website. After all, convenience is everything and making
sure people can find the website is key to overall success.

While you’re at it, make sure there is a personal touch to your content.
Posting helpful content isn’t enough. This is majorly important, especially if
you run a small business or are the sole proprietor. This means that you are
personally the face of your business. People like that, so make it known that
it is just little old you over there baking the biscuits. Make things personal by
updating your status, just as you would with your personal account. Check
into locations, like when you visit friends at another local business For
example, if a hairdresser takes a day off to visit a salon, they can check in to
say where they are. Not only does this do their salon friend a favor, but it also
proves to people that you are local, that you support local business and that
you are a real person. This is a perfect image to present for small businesses.

In addition to checking in, give personal touches to your messages. Don’t

address posts as coming from your business, make them from you, the owner
of the business (if that applies). This shows that even though you have
employees, you take the time to connect with your customers in a meaningful
way. People are attracted to businesses that operate this way, so capitalize on
that.

If you feel comfortable, also link your personal profile to your business page.
This can be a controversial proposition, especially if your personal page has
content on it that you would prefer your customers not to see. Keep in mind
that no pages are completely private, and any compromising posts or pictures
that are supposed to be private can still leak out to a public venue. Being in
business, it is probably a good idea to filter your social media content
anyway. If your concern is a matter of privacy, that is another matter. If you
want the personal touch of a linked personal page without everyone knowing
your business, create another profile. Make something simple that will add
some personal depth to your business page. The link should tell the reader
who you are personally, and how you are involved in the business. The
business page should be more focused on work.

Don’t forget that advertising your Facebook page from your website is also
beneficial. Make sure to post links to Facebook on the title page of your blog,
and in every post. If people like the content they see, liking your Facebook
page would be the next logical step to keeping the flow of good information
coming. Set it up so people can automatically share your blog post to social
media sites like Facebook.

If your business has a brick and mortar, advertise your Facebook page in
store. Provide offers and incentives for following your page, including links
to specials and coupons. Remember that Facebook is all about reach.
Advertising your Facebook page in store captures the attention of your
current customers and makes them work for you. When someone likes your
Facebook page, all of their followers will see this. This immediately draws
attention to your site, giving the opportunity for more click right off the bat.
If that customer is very engaged and begins to like and share your posts in the
future, they will be doing more free marketing for you.

Most likely, you are already doing some digital marketing in the form of
newsletters and scheduled emails. If you are, make sure to add links and
buttons to everything that goes out, just as religiously as you would add your
logo. You would be surprised to see how your page Likes will increase with
this. Likely, people who receive your emails would not think to also follow
you on Facebook, as they are already on your mailing list. Why would they
need to do both? Tell them why. With your Facebook link, write a small
caption that explains your Facebook page. For example, a clothing store
could advertise that their Facebook page offers exclusive coupons and instant
notifications of new sales and products, something they may not get from the
monthly newsletter. Companies that host email generators like Constant
Contact have simple ways to add a Facebook button, or perhaps more
familiar, the icon for Facebook. It really is a quick and easy method for
increasing likes.

If you have other social media sites, cross promote on these as well. While
Facebook is the most popular sites for business promotion, other big hitters
like Twitter and Instagram have the ability to reach different demographics.
An estimated 75% of the population is on Facebook, and most of those
people are visiting daily or more often. Instagram and Twitter are second in
line to the throne but have the unique ability to reach a younger audience
exclusively. Sites like Pinterest and LinkedIn can be beneficial as well.
Pinterest is a collection of information on any subject you can think of.
Searching keywords on the site bring up links to content on other websites. It
lets you build boards of your favorite content as well.

LinkedIn is a professional social media that aims to connect professionals to

others in their respective fields. Advertising and promoting your Facebook
page and website here can increase likes and creates relationships with like-
minded people who will be a good referral source in the future.

Whatever social media platforms you decide to dabble in, keep all of your
content professional and cross-advertise on each. Let your LinkedIn friends
know that your Facebook page is full of useful information that is not
appropriate to share on LinkedIn. Following on Facebook will provide more
benefit.
Use trending hashtags to reach new audiences across social media platforms.
If you’re not familiar, hashtags, denoted by this symbol (#) are used as
hyperlinks between content. A hashtag can be created to be the keyword for
an event or movement. For example, people who like to look at pictures of
dogs can search any social media platform under the hashtag #dogs. Any time
content is posted and connected to this hashtag, the content will be added to
the database that belongs to #dogs, and the content will show up in this
search.

This is a very trendy option right now and can be used from anything from
generic things like dogs to collecting pictures and videos from weddings and
other events. People create hashtags to go along with their events and ask
attendees to post pictures taken at the event under their designated hashtag so
that they are all collected together.

Put hashtags to work for you by creating a new trend or adding to something
that is already very popular. For example, a healthcare company may begin to
post things under a hashtag for a specific medical condition, like cancer. All
of the information they post will be filtered under this search, and when
someone is looking for info, their web page or social media post will be
featured among the search results. Tagging this way makes sure that your
content is actually seen by those who are actively looking for it, something
that often escapes business owners if their website or media page is not
ranked in the top three search engine results.

Options exist to print and email your articles to others as well. Unfortunately,
most people will not bother to share something if it involves more than a
couple of clicks, no matter how good your article is. Make it fast and easy for
people to share, and they will reward you with more clicks.

Branding is everything. Make sure that the look and feel of your Facebook
page matches that of your website and brick and mortar location. Change
pictures and cover pages to feature your logo or colors. When visiting your
site, there should be no question as to whether they have found the right page.
For example, if a restaurant’s logo features a purple and yellow cow, their
website and social media pages should have the same theme. Set
backgrounds to purple and yellow, and prominently feature the logo at the top
of the page.

This seems outstandingly obvious, but don’t overlook the details. Make sure
to include your website address and physical address on your Facebook page,
including a map to find the location. These simple things could mean the
difference between visiting your store or not. Be sure to update information
regularly to keep in touch. Make sure your store hours are posted and
accurate. If a phone number or menu item changes say at a restaurant, make
sure your loyal customers are the first to know.
Chapter 4: Marketing is a two-way street

Do yourself a favor and quit ignoring your competition. Yes, you may have
stalked the Insights page of your local competitors, but have you
acknowledged their presence on your website? This may seem like a tricky
subject to maneuver, but it really isn’t. No two businesses are the same, and
each has something unique that truly sets them apart. Instead of seeing
something another company does well as a threat, play it to your advantage.

Be straight forward and be a follower of your competitor's site. Compliment

them on a job well done. Remember that ultimately the people behind your
competition have the same interests in the same field as you. For example,
there may be two website building companies in the same city. Ordinarily,
the owners of both companies would likely be friends because they share
common interests. When business is involved, it becomes a rivalry that can
sometimes get bitter. Peel back the layers to the part where you had things in
common, and begin to build a friendship. You both like computers and
building websites. Your competitor specializes in websites that have the
capability to sell products, while your specialty is blog development for small
companies.

Use your differences to your dual benefit. Connect with the other business
owner via social media, or in person the old fashioned way. Let them know
that you will be recommending their business to others if you feel their
services would be a better fit. In fact, help promote them on Facebook. Take
the opportunity to address client questions online by referring them to the
experts, your competition. While this may sound totally backward, taking on
projects that are out of your scope and interest can be a waste of time and
resources. Using this leverage and getting your competitor to refer more
appropriate customers to you is more worthwhile of your time.
It may take time to build these relationships, and it is important to know
where to draw the line. Most likely, your competition will be a little hesitant
to make friends. The concept of a superior business makes this the more
likely reaction. Take time and build relationships both in person and online to
create a symbiotic relationship, and gain access to valuable customers and
contacts that were once off limits.

If blogging is your business, reaching out to other bloggers is really priceless

to the exposure of your blog. Make a point to comment on posts from other
bloggers. You all are in search of more attention to your work, so give some
attention in order to get some in return. Comment regularly, and build a
working relationship. In time, you can help advertise a friend’s blog by
linking it to your Facebook page. In return, that person could feature a link to
your blog or Facebook page in a blog article.

With the inception of social media, we cannot forget the social graces that
were once done in person. While it is still crucial to meet with potential
customers and business partners face to face, creating the same level of
professional courtesy goes a long way. Not only will you end up with more
business than you can handle, but your customers and competition will notice
how well you play in the sandbox with others. The ability to work well with
just about anyone is a priceless skill that everyone appreciates.
Chapter 5: Pre-selling your audience

One of the best things you can do to promote your business online and
increase Facebook likes is to give potential customers and followers an idea
what to expect when they follow your Facebook page. Many people hesitate
to follow a business page because their newsfeed becomes flooded with
advertisements and recycled information. For example, a sporting goods store
may continuously post sale flyers. Unless that person is buying many
products from that store, they will likely think twice about following the
page.

A good way to counteract that is to let people know what your page is all
about. This can be very simple. In your page’s information bar, be sure to fill
out a description. Describe your business and your general mission. Also, let
people briefly know how you run your Facebook page. Keep it short and
sweet by saying something like, “For sales flyers, coupons and advice on
how to stay in shape, like this page.” You can even go as far as to say, “We
will not flood your newsfeed with spam,” or something that sounds a little
more eloquent.

Also, make sure to keep that promise. Getting a ton of people to follow your
Facebook page means nothing if you lose them just as fast. Keep posts to a
healthy minimum, and make sure not to exceed anything you have pre-sold
your customers on. On average, posting one thing every day is about the
threshold for posts. Exceeding that likens the possibility that people will
begin scrolling past your posts, and unfollowing your page should you be
exceptionally annoying.

Keep in mind that Facebook is also looking out for this. Their algorithm is set
up to recognize and filter out content from pages that appear to ad-driven.
Facebook prides itself on the ability to filter out spam from companies that
aggravate users and make them shy away from using the service. People are
bombarded with advertisements at every turn, so the people at Facebook try
to filter some of that out.

To avoid being filtered out, don’t flood your page with advertisements, and
create unique posts. Even if you are trying to say the same message, change
the wording and pictures. Not only will you slip under the Facebook radar,
but your followers will also see different content and are more likely to click
on it if they think it is something new.

Let people know that your intention is to help them. Customers respond well
to businesses that are truly looking out for them instead of the bottom line.
Businesses that only promote themselves and how they can benefit their
customer, they need to show it. Post links to helpful articles within your
scope of practice. For example, the sporting goods store could reference an
article about proper hydration during a workout. This really has nothing to do
with the products they sell but shows that they have an interest in the well-
being of their customers.

Ideally, these posts and articles should be written in-house by a trusted

member of the company. However, this isn’t always feasible. Most small
companies don’t have the time or the budget to hire someone to write
Facebook posts and articles for them exclusively. If anything, it is likely an
afterthought, something worked on only after the daily grind is over. If your
business has the resources available to write regular posts in house, go right
ahead. This can be a very valuable asset. If you lack resources, or simply
don’t want to pay for this, procure information from other sites. Periodically,
it is okay to post links to popular articles that you think your customers could
benefit from. Just make sure you do it right.

First, try to find sources that are local to you, say, a competitor or another
company that has similar customer needs and demographics. Promoting
another local business will help you build relationships within the
community, which will further your reach both online and in person. Don’t
just post a link to the website either. Write a simple blurb outlining the article
and giving credit to the source.

Go one step further and make sure the author of the article knows you are
using it as a reference for your customers. Make a comment on their
Facebook page, or email the business to thank them for writing the article,
and let them know you have referenced it. This will further promote a
friendly relationship, and will hopefully translate to the promotion of your
Facebook page on their social media pages. Networking is key to getting your
ten thousand likes.
Chapter 6: Call to action

Unless you have a post or video that goes viral, it can be very difficult to
increase your Facebook visibility through organic traffic alone. We can all
hope that free organic traffic will carry us right along, but at some point,
people will lose interest in sharing and liking your posts, and we must rely on
other means to acquire new potential customers. Luckily, this doesn’t always
include paying for something.

Try creating an offer or event on your Facebook page. These features prompt
your followers to do something. Whether it be a link to sign up for a free
class or fundraiser or a coupon for discounts on your best seller, these tools
will get people talking. The option to create an event is now readily available
at the very top of your newsfeed. Point out that coupons and offers are
reserved for Facebook followers only. This gives a bit of exclusivity, and a
darn good reason to continue following the page. Even better, this feature
automatically increases organic reach by posting the coupon on the wall of
your followers. This allows their friends to see the offer without sending it to
them directly.

Under ‘Create an offer’ you can make an online coupon to buy your product
either online or in store. You can set expiration dates, terms and conditions,
just like a real coupon found in the newspaper. All of your followers will see
it and can choose to use it or decline. This feature will also remind followers
that they had been interested in the offer, and they have a limited time to
redeem their coupon.

The basic rules of coupons still apply. Offers for “Buy one get one free” are
very appealing, more so than “half off,” even though that is technically the
same thing. Using price points that look lower than actual are still catchy.
List items for sale at $9.99 instead of $10.00. The difference is only a cent,
but it looks much more appealing under ten dollars. Your coupon or offer
should also create urgency. Limit the sale price to the first one hundred
customers, creating the illusion that if they don’t buy now, they will miss out
on a great deal.

It is also a good idea to run promotions in exchange for likes. Ask people to
like your Facebook page to receive 10% off their next order, or something
similar. This will increase your likes while satisfying the customer. In
addition, recruit friends from your personal Facebook page to like and
promote your page. People who are close to you will be more than happy to
follow you and vouch for your credibility.

Start by inviting these friends to like the page with a personal invitation.
From your business page, click “invite friends” to bring up a list of friends to
pick and choose invitations for. Also, next to your “share” button, there are
options to suggest the page to friends outside of Facebook. This includes
email contacts and email generating company lists. This is a great way to
boost engagement with your current customer base, but will only work to
boost likes once. Your goal after that will be to keep those people engaged in
your offers and promoting organically to their friends.

A great tactic is to create an offer that provides you an additional benefit,

other than a potential sale. Get your customers to work for you. Ask them to
write a review or on Facebook in exchange for a coupon to save them money.
This tactic also works well for a business that does periodic charity drives.
Often grocery stores will provide coupons to customers that donate canned
goods to the local food bank. This also directly benefits your business,
showing your kind nature, something that most people look for in a company
to do business with.

Provide exclusive benefits and coupons for Facebook followers only. This air
of exclusivity is an eye catcher for most consumers. Be sure to make these
benefits clear, including giving a discount incentive just for following the
page. When you advertise in your brick and mortar location, make sure this is
clear to drive traffic to your Facebook page and website.

Another great way to drive traffic is to create contests with your offers pages.
Many companies do grand prize drawings for trips, cars and other valuable
merchandise. The chance to win something is often too much for people to
bear, and liking a page is a simple request to be entered into the drawing. Just
make sure whatever it is your advertising is actually up for grabs. Saying you
will send one lucky winner to Bermuda to drive traffic than not actually
doing that is dishonest, and will likely find a way to get back to your
followers.

If this is something you plan to do regularly, announce a winner, and have

that person provide feedback on their lucky win to prove it was actually done.
This practice will create an even bigger following for your next giveaway.
The prize doesn’t need to be big either. Sometimes just giving away a yoga
mat or gift basket is enticing enough.

A word of caution for creating contests on Facebook. Creating contests that

are regulated by a third party or by your business is actually against the terms
and conditions of Facebook’s website. In order to run a contest safely and not
get banned, it must be done through one of Facebook’s contest features.
While many companies operate and create their own contests, that is
technically not allowed and puts your page at risk of being shut down. It
would be pointless to build an awesome page with ten thousand likes all to
have it disappear on you. To be safe, just follow the rules. More on that to
come.

You can also create events on Facebook. This can come in handy for online
stores and retail locations alike. Create an event for open houses, moonlight
sales, classes, and seminars. Events are great because they post more than just
as a story in your follower’s timeline. It creates an event reminder in that
person’s calendar that must be addressed. Followers can respond by
accepting or declining your event invite, but either way, it is customer
engagement. Should they choose not to respond, Facebook will send
automatic reminder messages prompting them to respond. Even if they
choose not to participate in a certain event, the reminder is another
opportunity for your branding to reach that person. Again, it is a means of
free advertising.

Make sure not to create too many events or coupons. If this is an every day or
even weekly occurrence, it becomes a situation like the boy who cried wolf.
People will lose interest and refrain from responding because they have seen
your flash sale for limited time sunglasses a hundred times. If you put a limit
on the first one hundred customers receiving the deal and it runs for a month,
your customers will lose interest and will begin to lose sight of your integrity.
Either your product is terrible, and one hundred customers have not been
reached, or they will see that this was a marketing ploy, and it will certainly
not work next time.

While overdoing it is a no-no, creating an event or offer just once or twice

doesn’t help grow your page either. A good Facebook page will balance
between overdoing it and being present. The goal is to find that window of
time that people almost forget about your business before putting out another
ad. For example, a clothing store runs a monthly sale. On the first day of
every month, a sales flyer gets posted on Facebook and the website.
Bombarding your viewers daily with the same sales flyer will cause people to
unfollow your page, but weekly reminders will keep your business in their
heads without being annoying.
Chapter 7: Using advertising functions on Facebook
Facebook has options to pay for advertising in addition to utilizing the offers
page on their site. Paying for advertising that will post to people outside of
your current following will ensure that you are reaching potential followers
and clients that you are not already reaching. This is perhaps the most
recognizable method as compared to traditional marketing. Essentially, you
are paying to run a print ad on Facebook.

To get this done, click the “Promote” button on the sidebar of your Facebook
page. A pop-up will surface giving you the options. The first option allows
you to pay to get more clicks for a fixed monthly fee. This feature allows you
to post several ads throughout the month for one rate. Get started by creating
an ad and choosing what demographics you would like to reach. Facebook
does the rest. While the benefits can be clear, be sure to use material that is
targeted to your specific demographic audience. This feature also allows you
to choose a region in which to send out the random ads. This is important if
the majority of your business is run at a specific geographical location.
Sending out ads to people over one hundred miles away is a bit of a waste,
but targeting people within a twenty or fifty-mile radius is more likely to land
you more customers. Of course, you also want these people to follow your
page to increase your organic reach, so make sure your ad has some sort of
offer for liking the page.

Any time you promote a post, you have the option to expand your audience.
Honestly, why would you not choose this option? You can advertise to more
people for the same price. When setting up your ad, under audience choose
the box that says “People who like your page AND their friends” to ensure
the broadest reach.

The promote feature also allows you to set up a promotion specifically for
your page. This is where a crafty description of your page comes in handy. In
case you’re not good at creating media on your own, Facebook automatically
generates an ad that can be used to get started. It usually contains your cover
art and the description of your page. Like the other promotion, it can be sent
to specific demographics, and the rates are based per click. Simply pick a
daily budget to stick to, like five to ten dollars. On average, one dollar gets
you two clicks, but will, of course, depend on the quality of content you put
out there. Do the math backward to determine your budget. If your goal is to
get 100 new likes this month, that will require about $50, or about $2 per day.
While the results are not guaranteed, they do have a good track record.

A newer feature in Facebook’s advertising lineup it the addition of the paid

sign up. This feature allows ads to go out that promote your page and
encourage people to sign up. Similar to the page promotion feature, this pay
per click option adds a button that signs people up to follow your site
directly. That is, it takes one click instead of a few. Remember that followers
can be lazy on social media and the simpler you make things for them, the
better the response. Again, the feature allows you to pick a demographic
region to advertise to and offers the ability to post across to Instagram,
increasing your reach.

An old feature, but a great feature is the ‘boost post. This gives you the
ability to utilize the data you gathered from your page insights. If you had a
post that did exceptionally better than the rest, choose to boost and advertise
this post. For example, if you own a clothing store and people went wild for a
new brand of jeans you are carrying, the business would likely benefit from
rerunning this ad to a new set of people. Yes, creating a similar post with the
same information to your regulars will certainly keep the excitement going,
but bringing this viral sensation to others in your region who have not seen it
yet will boost business and increase your page following. This feature is all
about finding untapped potential customers and getting your message out
there. The benefit here is that you already know your post was well received,
so boosting it for a small fee can ensure that the strangers in your target
audience will like it too.
The only problem with boosted posts is that they appear as a “Suggested
Post” on a person’s newsfeed. This is code for “paid advertisement,” and the
tendency to scroll right past is increased. While this may ultimately leave you
with less exposure than intended, it is still much better than putting nothing at
all out there. Any exposure, even if it doesn’t immediately lead to increased
clicks or following will bring brand awareness to your business. While the
payoff isn’t always swift, people will remember it. Paired with marketing in
other mediums can help create the brand awareness required to become a
household name.

Yes, this feature works, but it should be met with some hesitation. That is,
test the ad in a small market before you spend a large amount of money
trying to reach millions. The marketing budget will take a huge hit if you
invest in an ad on a product that has lost its luster. Any old-school marketer
will tell you this works, regardless of internet ads or traditional television or
print advertising. Pick a small demographic, and invest a maximum of $50
per month. Give it thirty days and keep an eye on the paid reach on your
insights page and compare it to organic reach. If your paid reach increases
your organic reach exponentially, you will know that the ad you chose was a
good investment, and still provides relevant content to your audience. If not,
experiment with a few different kinds of posts to really understand why
boosting did not work.

If your ad was an overnight success and you insist on upping your budget,
keep an eye on those stats. All content gets old and overplayed. Begin to
recognize when interest begins to trend down and reinvent your advertising
idea. The worst mistake to make is assuming that a good marketing plan will
always be good. We must adapt and change to the sales climate. Staying the
same means your business will get stagnant. A good way to recognize this is
with your likes and following. As likes begin to trickle off or followers
disappear, that is a good indication that you need to reinvent your campaign.
Waiting too long to do this will make your page and brand less relevant.

Remember that business trends on social media often follow trends that you
have recognized in sales. Learn to work with these ebbs and flows to drive
more business during slow times, and sell more when you already have the
attention of your customers. This is especially true with seasonal businesses.
Take the landscaping business discussed earlier. This company can promote
services in the snow season while things begin to wind down with lawn care.
In addition to hooking more snow accounts, they can sell the same customers
on a salt and sand package while the customer is already engaged and
thinking about their needs. This is the best time to strike, driving sales and
boosting online presence.

It may not be appropriate to boost posts or locally promote all the time, if at
all. If your organic reach is already growing your business exponentially,
don’t bother boosting posts. If you feel your following growth has slowed, try
boosting a post to jumpstart traffic again. Just watch your insights instead of
blindly spending your marketing budget. Know your market and best times to
promote, just as you would for in-store ads and newspaper marketing.
Chapter 8: Avoid being banned from advertising on
Facebook

If you plan to use Facebook for advertising and making money, it is very
important to know when enough is enough. As we discussed earlier,
Facebook prides itself on the ability to protect subscribers from excessive
advertisement. Their subscribers use the service to connect with family and
friends, not to be bombarded with commercials they see through all other
sources of media. While the advertisement is allowed, it is Facebook’s policy
to stop pages who overutilize this service from using their website. Yes, that
means your page can be banned from Facebook if all you do is advertise.

Once you cross this line, it is nearly impossible to get your page reactivated.
Clearly, you will have worked quite a bit to develop and promote your page,
so losing it all together can be devastating, especially if it is a source of
income. Rather than beg for forgiveness and the rights to your page, which is
usually unsuccessful, avoid being banned in the first place.

There are a few easy rules to follow to keep this from happening. In general,
Facebook flags sites that promote online dating and singles matching. Having
seen these come up in several emails, it is obvious some pages sneak by for a
while, but will swiftly end up in the dumpster. If your business is
matchmaking, be clear as to the intentions of your business, and avoid
coming across as pushy.

Keep your content fresh, as multiple accounts of the same post are a red flag
as well. If the majority of your site are combinations of the same ads over and
over, your account will be flagged. Also, if it appears that you have made a
Facebook account for the sole purpose of selling advertising space, your
account will likely be shut down. Facebook considers this “spamming” or
creating digital junk mail. Nobody likes that, not even Facebook.
Posting copyrighted content from other websites is a red flag as well. Just
because the content is readily accessible online does not mean that you can
pass that info off as your own. If you do want to bring attention to someone
else’s work, make sure they get the credit. The courtesies we learned in high
school English regarding siting references has been extended to the internet,
but honestly, it couldn’t be simpler. If you want to site an article, simply copy
and paste the URL of the page where the article is found. Not only can your
viewers see the full article, but it will also provide the website on your post
showing where you found the information.

Common sense prevails here. We have already discussed how creating

beneficial, real content that helps your target audience is the best way to build
organic traffic. It is also the key to maintaining your website and not getting
shut down. Yes, it is okay to promote your website and advertise for other
companies, but do it with integrity, much like you would run the business.
Make sure the majority of your posts are coming directly from your business,
not other companies. Create new and interesting content that will intrigue
viewers, causing them to like and share organically, not forced by ads.

In the process of creating your page, make sure not to mislead your viewers.
There are some gross examples of misuse, like giving the impression you are
a non-profit organization out to save cats and dogs, but run a kill shelter.
That’s pretty awful, but this is a crazy world we live in, and people will do
just about anything to drive traffic to their pages. Avoid doing this by
following your conscience and representing yourself and your business in a
way that reflects your mission statement. Any legitimate business owner
should already have this code of ethics under their belt.

If you are unsure whether or not your marketing ideas fit into Facebook
guidelines consult with the page guidelines. Simply do a search for Facebook
guidelines in your search bar or on any search engine. Here you will find a
full list of terms and conditions of use. If you still are not sure, use the
Facebook help desk forum to ask questions.
Chapter 9: Get organized
Now that you have learned a host of new marketing techniques to use on your
Facebook page, it is time to get organized. Implementing and maintaining
these strategies can be a bit overwhelming, and it is easy to lose track of
where your focus needs to be.

To get started, pick a technique that will be both cost effective and makes
sense with your current advertising plan. For example, if you are promoting a
primary care practice, it may be beneficial to run a multifaceted Facebook
approach. First, you could run a post that states the practice is taking new
patients. This could be a very simple post with a link to the registration page
of your website. While this may draw a few viewers, the majority of your
reach will be to people already following the practice.

To follow up, schedule an open house at the practice, or a webinar that allows
potential patients to interact with the healthcare providers in the practice.
Depending on your demographics, either method could work. If your practice
is primary care for adults, and the majority of your patients are 55+, having
an open house on site will probably work best. However, if your focus is
pediatrics, you may draw in new, younger parents with an online meeting that
fits better in their busy schedule.

Whatever tactic you decide to deploy, the follow up is absolutely necessary.

You certainly cannot expect your page likes to increase exponentially without
a little tender loving care. Your posts need to be nurtured, comments need to
be addressed, and follow up posts focusing on your target audience need to
be sent. Not to worry, social media does not need to take up your entire day,
and with strategic planning, it doesn’t have to.

The wonderful thing about Facebook is its ability to schedule posts. You can
send out a post today, and create another that is scheduled to be posted a
week from now. This allows you to create a simple campaign in a few
minutes that automatically follows up without any prompting in the future.
For example, if you post a link to your monthly newsletter, send a second
email asking if the follower has seen it yet. This is a gentle, personal
reminder to check out the newsletter, and ultimately utilize your business.

Any busy business owner can take just an hour or two a month to schedule a
bunch of posts and schedule them throughout the month. Committing this
time in one solid block means it is off the table, and little thought needs to go
into maintenance until the following month. Setting it completely on
autopilot is not recommended, however. Remember to scan Facebook for
interesting stories that relate to your business. Post things that are relevant to
trending topics and events in a timely manner. Don’t wait to comment on
something that happened today next month. By then, the discussion will be
over, and you will have missed the boat.

Even with this handy scheduling feature, it is a good idea to create an

external schedule for your Facebook time. Just like any other sort of
marketing, the plan needs to be readdressed on a regular basis to make sure it
is working. Set reminders in your calendar to check your Facebook Insights
at least twice a month. On opposite weeks, plan to spend a bit of time
brainstorming and looking for ideas for new posts. Check your page insights
on a regular basis, at least once a month. Avoid checking this every day, as
you need to look for overall trends, not individual days. Interest can fluctuate
greatly day to day, and it will drive you crazy trying to keep up every day.

Look at other social media sites as well as news outlets to stay abreast of
trending topics and controversial things your followers may have questions
about. For example, a nutritionist should always be aware of new research
coming out so that if current and potential customers have questions, they
will be able to answer correctly and in a timely manner. When your expertise
is requested or is suggested, make sure to put yourself out there.
Organization is key to any good marketing campaign. Do your research
regularly to pinpoint patterns of feast or famine in your business. Advertise
hard when your services are trending and in season. For example, landscapers
that work cutting lawns in the summer and plow snow in the winter need to
rearrange their advertising constantly. As the lawn service begins to die
down, start promoting shoveling and plowing services. Even though it’s not
snowing, interested customers should get on the list now to avoid having to
shovel themselves. Again, create a sense of urgency to get potential
customers to react.

While this trend may seem obvious because of the weather, ebb, and flow in
other businesses can be much more subtle, and may not always be
predictable. Devoting a portion of your busy schedule to look into trends and
the ins and outs of your business is key to staying one step ahead. Working to
ensure your Facebook page is growing will help ensure that business will
remain steady even through the normal lulls of business.
Conclusion

Thank for making it through to the end of Facebook Marketing: The Unique
Winner's Path To Reach 10,000 Likes & Convert To Glorious Cash. Let’s
hope it was informative and able to provide you with all of the tools you need
to achieve your goals of promoting your business online and making a solid
income doing it.

The next step is to put some of these Facebook techniques into practice.
Remember to plan and schedule a time to devote to Facebook, just like you
would do with any other aspect of your business. With a little bit of hard
work and attention, your will reach 10,000 likes and earn money doing it.

Finally, if you found this book useful in any way, a review on Amazon is
always appreciated!