What business is Facebook suitable for?

Let's first talk a little about why Facebook ? In Runet, the monthly audience of this social network is about twenty to thirty million users per month. This is about two times less than the audience of Vkontakte, but the figure itself is simply huge. At the same time, the age of the vast majority of users of this social network (more than three-quarters) falls within the framework of eighteen to forty-five years (the average for Runet is about thirty years).

And this is a very active audience that has money (managers, entrepreneurs, etc. people who are ready to discuss business issues, rather than show off and assert themselves). Registration on Facebook is allowed only from the age of 13, and at the same time there is no such type of content popular on Vkontakte as “free” films and music (meaning a ban on uploading such content to the social network itself), which is loved by the unpromising for business “shkolota” .

The content of this social network in RuNet is approximately equally represented by entertaining and educational (intellectual) information. In connection with all of the above, it turns out that the average solvency of a Facebook user is higher than in other popular social networks on the Russian Internet (Vkontakte, Odnoklassniki, etc.). Well, besides this, the functionality of this social network is very high, and it can be used to solve many different tasks (as a replacement for a blog or website, as an online store, geolocation in mobile applications, etc. ).

In principle, a lot of business topics (online or offline) can be promoted on Facebook .

1. For example, a business page, as in my case, can serve as a visiting card of some site (both commercial and informational). There may be published announcements of new materials from this resource, announcements of articles on the same subject on other resources, and simply interesting information on the topic.

   Thus, a community is created, part of which will regularly visit your site, interested in the next new publication announced on the Facebook business page.

2. Also, social networks can be very interesting and useful for information businessmen who sell some courses, and also conduct seminars, coaching or trainings (the same principle is to get interested in the posted information, and then push them to buy their courses or trainings).

   Usually, thematic pages are created that do not offer specific products or services, but offer to read “on the topic” (any informative information on this topic is suitable as content). This creates more attraction and increases user engagement.

   Users are attracted to such a community through targeted Facebook ads or ads in other promoted communities, and are retained through interesting content. Over time, loyalty (what is it?) To the author of the page appears, and they can “push” what you wanted.

   Subscribers are also the main asset of information businessmen, and collecting them on social networks is no worse than on your website. On Facebook, you can create tabs and applications (subsections within a business page), where you can already place a subscription form to receive, for example, some part of a course or seminar for free.

3. The next obvious example is online stores , which can significantly expand the audience of their customers through the creation of communities in social networks. They are promoted mainly through targeted advertising on Facebook itself (for example, they attract with discounts, promotions, and similar things).

   At the same time, from advertising, the visitor does not get to the business page itself, but to the target tab, from where, after studying the offer (and leaving a like), he can go directly to your store for a purchase.

   The content of such a branch of an online store in a social network may contain informative or entertaining information on the topic, and current novelties from your assortment may also be presented with a link to the store pages. The main thing is to maintain an acceptable balance and interest of the target audience. For greater involvement, contests, surveys, etc. are held. things.

   And this may not necessarily be large online stores. You can also sell something that you have made with your own hands through your Facebook business page. This is very popular in the bourgeoisie and is slowly reaching us. Orders are made "on the spot", for example, through correspondence with the author.

4. Many companies and individuals that provide services can have their own successful FBs on Facebook. By attracting visitors with ads and keeping them with interesting content, you can significantly expand your customer base.

   Naturally, the more “poppy” the subject of your services, the more you will get from social networks. Business is going well through social media in the areas of tourism, recreation, photography, legal services, cosmetology, design, sports, freelancing, real estate, hotels, etc.

How profiles and business pages differ from each other

The social network Facebook seeks to identify and remove multi-accounts (fake). In general, they succeed, and most users of this network have only one profile. At the same time, any number of business pages can be created under one profile. Therefore, if you already have an account in this social network, then creating a BS (business page) will not be a problem.

The theme of your future BS on Facebook can be anything, as long as it is not prohibited by law (your country) or copyrighted (you cannot create an official Apple page, but you can create a page for apple products lovers).

Another feature of managing a BS on Facebook is that its creator (by default, he is an administrator with the highest possible rights) can create another administrator (for example, it can be a customer for whom you create and maintain this page). He will have the same rights as you (the author).

Now let's see, what is the difference between a personal profile and a business page on Facebook? At first glance, visually they look the same (the same).

In both cases, there can be a cover and an avatar at the top. But in personal profiles under the cover there are buttons "Add to friends" (this operation can only be done with a person) and "Subscribe" (more precisely, they will be located somewhere in the cover area, because the design of Facebook changes every six months, and someone earlier, and someone later switches to a new version). In my current incarnation of the interface, these buttons are located like this:

On business pages, there is a button "Like" (clicking on it is called "like" the page - from the English name of this button):

Simply put, if you see the "Like" button, then this is a business page, and if "Add to friends", then "STE profile of some chela." Also on the BS somewhere at the top (depending on the current Facebook interface) you will find the number of likes given to this page ( number of clicks on the "Like" button ). This is a kind of puzomerka in this social network, which can serve as an analogue of Titz and Pr when working with sites.

It is very important that for business you cannot use your Facebook profile . If you register on this social network and name your account not with your first and last name, but with the name of an organization, website or online store, then such profiles are very quickly calculated and deleted (or it is proposed to bring it into line with the rules). Facebook is primarily a network for people to communicate, and only then a platform for promoting your business (flies separately, cutlets separately).

So, let's sum up on the differences between the BS (business page) and the profile >:

1. The profile is intended for posting personal information, and the BS is for information about your business and everything that can be correlated with it.
2. The number of friends for one Facebook profile is limited to five thousand (however, the number of subscribers to profile news is not limited - this is true for individuals who are celebrities). The number of "fans" of your BS (those who clicked on the "Like" button) is not limited.
3. A business page on Facebook is fully indexed by search engines (its name, description and, in fact, publications).
4. It follows from the previous paragraph that the BS is available to all Internet users, including those who are not registered and not logged in there (such as search engine robots).
5. The number of possible BS administrators is not limited. This allows a whole team of employees to work with it at once. At the same time, only one person who created it can manage the profile.
6. Only BSs have the opportunity to study their statistics, as well as use Facebook applications of any complexity and functionality on them.
7. Business pages can be promoted using the targeting advertising system built into this network to expand the number of engaged users (your target audience)

Facebook

Business pages usually promote the brand itself, and the group can serve as a platform where people communicate with each other. When creating a message in a Facebook group, you can upload photos, post videos, organize events and upload various files (the latter is only possible in groups).

group (on behalf of the member only).

If a Facebook user clicks on the "Like" button on the BS, then all new posts appearing on the BS will fall into his news feed. Posts from the group are not visible in the news feed of the members, except for the posts left by their friends. It is clear that adding all the members of a group of many thousands to friends would be absurd.

Principles of creating a successful business page on Facebook

I think that now you can clearly imagine the differences between profiles, BS and groups. These are different tools designed for different purposes and tasks. For the same tasks that we need to solve (promotion of a commercial or information project), it is BS that are best suited. Now it remains only to understand what 9 should be0005 correct Facebook business page ?

1. Well, firstly, BS should contain the main idea of ​​ (reflected in the title - it can be changed, but only until you have less than two hundred fans who clicked on the "Like" button ”) and be appropriately designed so that the visitor who has landed on it can quickly navigate and make the right choice. Do not forget that your main task is to collect your target audience (these are those who are not only interested in this idea, but also who have the potential to become your client).

   The idea (the name of the BS) should be catchy, not repulsive (“best interior design projects”, instead of a banal “renovation”). First, fish need to be fed , and only then cast the hook. If a branded page is being created, then the BR should reflect the name of this brand, but the content should still be informative and exciting (in your subject area, of course, and not in general, because you are collecting the target audience).

   Among other things, Facebook has its own internal search, which many people use. It ranks the results according to principles similar to those practiced by Yandex and Google. This means that it would be a good idea to mention in the title of your business page the keywords for which you would like to rank. In general, it is very similar to SEO - the headline should be catchy and contain keywords at the same time.
2. wall (the main business page) should be designed, the necessary links and contacts should be added so that the user can go to your site or contact you in some other way if he has such a desire and interest. Facebook is uniform and all BNs will have the same controls, but they can be styled differently.

   The first thing that catches your eye when you enter any business page is the cover (what the sites call the “header”). As the saying goes, "they meet by the cover", and it should reflect well the idea embedded in your BS. Then people are already looking at the profile picture (located on the left in front of the BS name), which in the case of a branded page on Facebook should most likely be a logo (as in the screenshot above) or some other image associated with your business.

   Also in the left column under the cover you can find information about the page (by clicking on the title, you can get to the tab with a full description and an indication of all the administrators of this BS) and a lot of other things that we will still consider.

3. The content of the business page should not consist only of posts that lead to your site (for me, unfortunately, this is how it is, but there is something to strive for). You need to regularly post interesting and informative information on the topic, and observe your selfish interests in moderation and organically. The correct ratio would be: eighty percent of the information in the interests of users and only twenty percent in the interests of their brand or business.

   For example, you can post news from your commercial site once a day. But also at least once a day to give some useful advice (without links to your site), educational or training materials. You can insert various demotivators, entertaining posts, photo albums (individual photos) or interesting quotes on the topic.

   And, for example, add a survey once a week, generate a review, post a video. Well, once a month to arrange some kind of contest or promotion. This will create an atmosphere of engagement (users will like, comment, repost).

   The posts that get the most likes, comments, and shares are the ones that bring in new users, most likely from your target audience. It's called the viral effect when the popularity starts to snowball. Both entertaining and informative posts can be viral.

   The opposite situation is also possible, when the content on your business page is not interesting, then it will not receive any development, and you, accordingly, will receive additional profit.
4. To promote your business page on Facebook, you can use applications (now they are displayed in the left menu, but before they were located in a prominent place under the cover). For example, when you click on any of the applications (with an attractive name) shown in the second screenshot from here, you will have to “like” this BS, because without this you will not see something “tasty” (it looks like blackmail, isn’t it).

   Previously, this could be abused even more (I don’t remember the details, but such a stub could be hung, in my opinion, on the BS itself, and not on the application button) and quickly gain likes. I think it works well even now.

   You can create an app with a title like "Free Video Course" and your page will get likes to get access to it (it's worth the candle from a user's point of view). And then you can become even more impudent and offer to receive a video course by mail, which will allow you to collect an Email database as well (i.e. kill two birds with one stone - likes plus subscribers).

   You can use the tabs (application areas) to organize contests or quizzes to collect again the subscriber base. On the other hand, you can use Appendix to create an online store based on Facebook a (with product cards, a basket and other paraphernalia). Moreover, such applications will not necessarily be paid.

5. You can indirectly evaluate the involvement of the target audience when viewing the statistics of your business page on Facebook (at least by gender and age principle). In the same place, it will be possible to see the dynamics of the appearance (and removal) of likes for this page, as well as determine the ways to get them - organic user behavior or whether these were ad clicks followed by likes (paid).
   

How and why to promote a business page on Facebook?

To do this, you can use both paid and free methods. Let's start with free , although not free, because you still have to work.

1. You can leave comments on Facebook on behalf of your business page (in this case, its name will be a link, which will help generate clicks to your BN).
   To do this, it will be enough in the upper right corner, next to the inscription "Main", to select your BS from the drop-down list (if you were in the profile before) and after that you will be able to leave comments on all Facebook pages opened in this browser on behalf of your business page.
2. You can join a number of thematic groups for your business and attract users from there by creating posts with links.
3. You can also attract traffic to the BS from your own personal Facebook profile
4. If you have a website, you can use it to promote your business page by installing the appropriate widgets or simply linking to your BS (as I do in the top right corner of your blog).
5. You can exchange posts with other business pages that are close to you in terms of subject matter and level of promotion.

In addition, there are paid methods to promote your BS on Facebook:

1. Targeted advertising in this social network - in the news feed or in the right column. In the first case, your advertising post will be shown in the news feeds of users, and in the second case, the advertisement you have compiled will be shown in the right column of the window interface of this social network.
2. You can give money not to Facebook, but to a specific owner of the community you are interested in. He will publish the post you need on his page or in the desired group. This can be a regular post with information about your BS, or, for example, some interesting information is published as an advertisement (the same tests or an announcement of free courses), and already on the landing page (your BS tab), in order to satisfy the interest, the user must like your business page (this way you can gain a lot of fans in one advertising post).

The classic example of earning money on Facebook looks like this:

1. You create a BS and a number of tabs on which you place something desired (free or interesting). But access to this coveted can be obtained only by liking the page and sending you your Email address (through the form available on the tab, for example).
2. Next, you pump the budget into advertising your business page (through targeting or directly in communities). This stimulates the flow of visitors to your BS, which leads to an increase in the number of its fans and email subscribers.
3. Then you email everything you promised (for example, a free video course, a discount coupon, etc.). Well, only then it will be possible to start slowly sending letters with various “indecent” offers that have the idea of ​​making money on this user. Those. you lure him in, and only then use the method of “social engineering” to persuade him to cooperate (feed him and only then cast the hook).
4. You again invest part of the profits in advertising your BS on Facebook and continue in this way in a circle until you get bored.
5. Naturally, interesting and useful publications for your target audience should regularly appear on your BS. This will allow you to increase the number of subscribers and fans in a natural way, i.e. no additional advertising costs. Although, it is possible that you will entrust the filling of the business page to the contractor, who will have to pay for it. In any case, this increases trust and, as a result, improves the conversion of users of your BS into customers of your business (reduces the feeling of squeezing).

But this, of course, is not the only way. Your Facebook business page can solve, for example, the following tasks:

1. Attracting an additional flow of visitors to your site (commercial or informational)
2. Getting additional sales directly from the BS or again by attracting traffic to your online store
3. Increasing the popularity and recognition of your brand is relevant only for large companies.

To achieve your goals, you will need to regularly perform the following actions (or entrust them to a specially trained person):

1. First you need to create and properly design your BA
2. Analyze your future potential target audience and understand what content they will need to provide
3. Daily promote it both paid and free methods
4. Daily fill your page with new and interesting materials for your target audience. This is where the SMM Planner service can help you a lot, which helps you set up pending posts on many social networks, including Facebook.
5. Answer daily questions (in comments and personal messages), and periodically be creative with contests, tests, etc. things.
6. Daily read the news on the BS of your competitors for “inspiration” and draw new ideas (learn from positive experience and not repeat their mistakes)
7. Monitor statistics daily to quickly make adjustments to purchased advertising

Everything about what we said today, these are, of course, general words and pure theory, but it costs us nothing go directly to practice , which we will not apply to do in the next publication of this section.

Tasks facing your BS and aspects of their implementation

It is probably worthwhile to understand in general terms what goals will pursue the creation of your business page (BC) on Facebook . Try to decide what your BS will tell about. You can do this by trying to answer the following questions about the purpose of creating a business page:

1. You just need to indicate your presence on Facebook - "so it was." Everyone else has it, but you have no representation in this social network. Not in order, we are lagging behind, we need to fix it.
2. You want to have another channel through which you can notify your target audience about some news (new products, discounts, promotions, preferential terms, or just about the release of a new article if the BS is created for an information resource)
3. Want to increase awareness your brand
4. Do you want to increase sales through an additional target audience from Facebook, or just want to get an additional flow of interested visitors to your site (it doesn’t matter if it’s commercial or informational)
5. Maybe you want to collect a database of Email addresses using this social network, so that you can use it later to increase sales (often used in the info business and other commercial schemes)
6. It is possible that you need to realize several of the above goals at once

Having some experience (I hope that after reading all the articles from the "Promotion on Facebook" series, you will have this experience) and based on your goals, you can decide on some aspects of the implementation of your BS :

1. Understand
2. You can already understand what kind of applications you will need to implement your plan
3. Decide on the type of content and the approximate frequency of its publication (make a publication plan and think about where you can get them) . It is very convenient to set up delayed publication through services like SMMplanner.
4. Estimate how much you are willing to spend on advertising per day and whether you are ready to spend money on it at all, and if you are ready, you can figure out which tabs of your business page should lead links from advertisements
5. You can also evaluate whether they are suitable whether in your case there are free methods of promoting BS on Facebook (read about them in the article “How to promote your website or business on Facebook”) or not
6. track in statistics to evaluate the effectiveness of the promotion. These can be, for example:
   1. The number of fans who clicked on the "Like" button
   2. Clicks on links from posts to the BS, or, in other words, the number of visitors traffic from Facebook to your site
   3. Attendance of the BS page itself (if, for example, conversion actions are carried out directly on it )
   4. Number of email subscribers
   5. Number of likes or comments on the business page

target audience. What is it for? Well, to understand what kind of content will need to be published on the BS in order to arouse interest among your potential target audience.

i.e. you need to understand for whom this very BS is being created. This process is sometimes referred to as creating a target user avatar . For example, in the case of an online store, you will need to draw up a rough portrait of the buyer. In general, this is a fairly standard set of data:

1. Gender and age
2. Place of residence
3. Marital status
4. Place of work
5. Hobbies
6. Do they have an education
7. How much money do they earn
8. What sites they visit - indicates their interests, on the basis of which you can set up targeted advertising to promote a business page

Analysis of your competitors' business pages on Facebook

or potential competitors . Copying one to one, of course, is not worth it, but you can borrow some ideas.

1. In order to find the pages of your competitors on Facebook, the easiest way is to use the built-in search (its line is at the very top) by entering the same keywords that you plan to advance on. After entering the phrase (it is better to use wider options consisting of one or two words), in the drop-down box that appears, you will need to click on the "Show more results" button located at the bottom:

   On the Facebook search results page that opens, you can use the filter on the left to select only business pages, and in the resulting list, first of all, pay attention and study the pages of those competitors who have a lot of fans (from a thousand or more ).

   By the way, by selecting the “Groups” filter in the left menu, you can see what issues your target audience is discussing and understand what they are interested in, so that you can then offer it to them on your business page.
2. What should you pay attention to when analyzing the page of competitors ?
   1. Well, first of all, you can see how expressive your competitors are of the main elements of the BS design - a hat and an avatar. If, looking at them, it immediately becomes clear to you what this page will be about, then this indicates the quality of this design.
      
   2. As I mentioned above, one of the metrics of the success of the BS on Facebook is the number of fans who clicked on the “Like” button. You should also evaluate the frequency of publishing posts on the analyzed page and the number of their reposts with likes (they can be used to understand whether users interact with publications, or whether they are of no interest to anyone). This way you will find out what kind of posts your potential audience likes. By focusing on them, you will get a lot of reposts, which will lead to a viral increase in the popularity of your page (ideally, of course).
      
   3. Well, it's worth looking at the applications that are used on your competitors' business pages (if they even exist). Previously, they were located immediately under the header, but now they are displayed in the left column.

      Go to each app tab and try to evaluate their performance whether you like it or not. If you like it and you understand that your target audience will like it, then take note of it to try to use it just as effectively on your business page.

3. Facebook's built-in internal search doesn't allow you to effectively filter regional business pages (if your business has a regional link), but there is a way to do this. The fact is that in conventional search engines it is possible to search for something only on one or several sites using special operators, or advanced search (read about how to google or search in Yandex correctly).

   Thus, we can search on Facebook using Yandex or Google (in the first article, we said that business pages are completely open for indexing by any search engines). Just insert at the beginning of the query in the search line:

    site:facebook.com 

   And after a space, write one or two keywords that specify the search topic, and a word that specifies the region. For example, a query might look like this:

0444

So, summing up all of the above, as well as what we talked about in the previous article, we can say that before creating your business page on Facebook you will need to decide on a number of questions:

1. Come up with a name for this page . Firstly, it would be great to include the keywords you want to rank for, because this will be taken into account in the ranking by both Facebook's internal search and Yandex and Google (very similar to the high ranking importance of the Title header for pages of regular sites, to which we once devoted an entire article). Although, if you are creating a page for a brand, then, in fact, the name of this brand should be used in the title. If you are creating a BS for an online store whose name is not yet well known, then keywords can be used along with its name.
2. Based on the study of the pages of competitors and Facebook groups with your target audience, you could create for yourself a range of issues that are of interest to your potential customers and which you could cover on your BS pages. In general, you should understand at least in general terms what your business page will be about. They can also help you with this:
   1. Created avatars (portraits) of users from your target audience (we talked about this a little higher)
   2. Understand what user problems your BS will solve. To do this, it would be good to understand the fears (for example, losing a job or health) and aspirations (for example, gaining a sense of security in the future, security, etc.) of your target audience. If you talk about this on your business page, then the users attracted through advertising will become your subscribers and regular readers with a high degree of probability, which will greatly increase the conversion of the entire enterprise. In general, you need to understand what your target audience wants to talk and read about.
   3. It is possible that after analyzing other BSs on your own topic, you came up with some unique idea (something else unknown to the general public or unparalleled) that can become your competitive advantage. This will encourage users to subscribe to your page, and not to competitors' pages.
   4. Well, once again, you need to carefully look through all the BS of the competitors found, and try to use their strengths and not repeat their mistakes.

Creating a business page on Facebook

Well, it's time to start practicing after such extensive theoretical preparation. The creation of a new page, as well as many other actions on Facebook, can, of course, be illustrated with screenshots or descriptions of the menu items to be selected.

However, the developers of this social network are constantly (about a couple of times a year) changing the interface (the location and name of these very points may change tomorrow), so it will be easier to give specific hyperlinks that should not be subject to these changes (in theory). So you can get to the pages section on Facebook by following this link: https://www.facebook.com/pages. Even though its content and presentation method may change all the time, you will always find a button 9 somewhere at the top. 0005 "Create Page" .

Choosing a category for your future Facebook page

This is where the fun begins. You are offered six categories (groups) BS , one of which you will need to choose. There are options:

1. Local organization, or Place - suitable for creating a BS of a local business tied to a city (hospitals, cinemas, restaurants, universities, bars, etc.). By clicking on the name of this group, you can select from the drop-down list one of the categories to which your business can be attributed. If none of the proposed list is suitable, then choose the generalized option - "Local company".

   Also fill in the fields available there and click on the "Start" button.

2. Company, organization or institution is a more global business that is not tied to a specific location (banks, government and non-profit organizations, education, etc.). You can again select the most suitable subcategory from the drop-down list, and if nothing came up, then simply select the "Company" option. After that, enter its name and click on the "Start" button.
   
3. Brand or product - quite often this option is chosen when creating business pages on Facebook, because ultimately the BN is created to promote a brand or product (it turns out that this is the most general category). Just when creating a BS to represent your information site on Facebook, this category also fits best (in the drop-down list of subcategories, you will need to select the “Website” option).
   If you cannot choose something specific from the proposed subcategories, then take the general option “Product / service”. Enter the name (brand) of the product or service, and then click on "Start". For example, in the case of a site, you can write its name.
4. Artist, music group or public figure - in this way, a famous person can create not only a profile, but also a business page for himself. In a sense, a well-known name is also a brand and it makes sense to promote it, including through social networks. It's simple - select a subcategory, write your first and last name (or the name of a musical group, for example) and click on the "Start" button.
5. Entertainment - everything related to hobbies, entertainment, hobbies and interests (music, sports, TV, movies, etc.). In the same way, choose the most appropriate subcategory and start working on creating your Facebook page.
6. General idea or community is probably the most underused category for Facebook pages. It makes sense to use it if in the first five groups you did not find anything suitable or even close to that. It can be some kind of fan groups and similar communities, united by some idea. It is not recommended to use it , because this category has a number of restrictions that change and supplement over time.

As I already mentioned, the category “Brand or Product” is most often chosen, so we will not be original and choose it (for example, the general subcategory “Product / Service”). Let it be some kind of information product, especially since I plan to start writing a series of articles about their creation and earnings on affiliate programs of other people's information products (subscribe if this topic is of interest to you).

In the name of the business page , it is desirable to use the name of your product or service (the name of an online store, restaurant or other business). Moreover, the shorter you get, the better. If your brand is not very well known, then you can also add keywords that people from your target audience can search for on Facebook (for example, Roga i Hopy - interior design).

If you are creating a thematic page (without reference to a brand or trademark), then you should use keywords that will clearly allow the user who visits it to immediately understand what is being discussed here. It is also desirable that these keywords are often used in queries to search engines by users from your potential audience (you can use the Yandex Webmaster service to select the right keywords in order to understand how most of your potential buyers formulate their queries when contacting search engines). For example, "Needlework, handmade, handmade."

In my case, it will be an information product about making money on Facebook and other social networks: that you will have to go through on the way to your bright future.

1. 1. In the upper field of the first step of the wizard (called "Information"), you will need to come up with a brief description of your BS - visitors will see it, so it makes sense to write some kind of “lure” here with a link to your site. Actually, Facebook itself advises doing this. For example, for an online store, you can write "Follow the link https://ktonanovenkogo.ru to get a discount."

      In the case of an information product, it would be appropriate to write something like this: “Follow the link to subscribe to receive a free video course” (in total, you can use 155 characters to describe, the countdown of which goes above the right corner of the text input area). In any case, the description created now, you will be able to correct or completely change over time.

      By the way, this is a standard practice of information businessmen, when they collect a subscription base by offering something free, then they interest the users who got caught in the network, throw them some more free useful things, thereby creating an atmosphere of trust. Well, already on the prepared ground they roll out an offer to purchase the main information product. The topic is proven, run-in and working, but it can be improved to increase profitability, but we’ll talk about this in another series of articles (subscribe).

   2. In the next field "Web page" you can duplicate the link from the description (it can lead both to the main page of the site and to the selling one, which will allow you to optimize the conversion funnel).
   3. A little lower, in the wizard for creating a business page, Facebook offers us to come up with the ending of its Url address . It is clear that the beginning of the Url will still be unchanged, but what will follow after the third slash (counting from left to right), you have the opportunity to set yourself. True, you can only use characters that are allowed in canonical URL records - [0-9],[a-z],[A-Z],[_],[-].

      Definitely should take advantage of this opportunity, because short URL address for BS will be more expressive, and it can reflect the name of your site (or even better its URL, because it will flash before the eyes of visitors and be remembered), brand, trademark , goods, services, etc. For example, like this:

       https://www.facebook.com/KtoNaNovenkogo.ru 

      If you plan to put the address of this business page on business cards later, then it makes sense to make it short and concise. In general, this field can be left blank for now, and return to this question when you have carefully considered all the possible options.

      If you are creating a thematic page (not for a specific business), then it makes sense to create a URL based on keywords. To do this, you can use the transliteration of Russian characters into English (if you use the Punto Switcher layout switch on your computer, then simply select the text in Russian and press the Alt + Scroll / Lock key combination to transliterate it into Latin). Again, pay attention to the symbols allowed in URLs (they are given just above).

   4. In the last field you are asked if the real business, product or brand is what you are creating this BC for? If it will be a page of your brand, product, trademark, information product you created, etc., then, of course, it makes sense to check the “Yes” box. If you are creating a thematic page, or, for example, a fan page of a gadget, or a music group, then feel free to check the “no” position.

      If you answer “yes”, then you will also be asked whether the BC you are creating will be the official representative of this business on Facebook. I don't quite understand how to answer "no". Maybe when you have several business pages on Facebook on the subject of your business (under one account you can create an unlimited number of BS, which is their beauty).

   5. Click on the "Save information" button.
2. At the second step of the BS creation wizard, you will be prompted to upload an avatar , which will again be displayed on the page, and it would be great if, after one glance at it, the user understood what this BS will be about. In general, you will still have time to work on the picture, and you can add an avatar later, skipping this step of the wizard now. Personally, I will do so for now, although you can temporarily put some kind of stub as an avatar photo, replacing it over time.
   
3. In the third step of the wizard, Facebook prompts you to add your page to Favorites so that it can be easily found later. In fact, it is quite convenient and I think it is not worth refusing. This most favorite will be displayed at the top of the left column on the main page https://www.facebook.com/ under your profile picture.
   To activate this option, just click on the "Add" button, and then click on the "Next" button to proceed to the final step of the wizard.
4. At the fourth step of the wizard, Facebook quite reasonably assumes that you won’t be able to advance in this social network without advertising (in fact, free promotion is also possible, but for this you need to be able to be creative “not childishly”, so that in our - still infantile Runet cause a viral effect of growing the popularity of your business page). And if this is the case, then why not immediately make the appropriate settings.

   However, it's still too early for us, so we can skip this step for now. And about working with advertising on Facebook, I'm thinking of writing a separate article or a series of articles. We'll see how it goes.

That's all, after completing the last step of the wizard, you will find yourself on your brand new business page, where Facebook will immediately try to teach you how to navigate it by showing pop-up tips. Among other things, she will offer you to become the first fan (subscriber) of this page by clicking on the "Like" button available there.

Although you shouldn't do this , because your existing Facebook friends will see this event in their news feeds, and going to the newly created page will experience some disappointment due to wasted time, because there is no information on it yet not contained. In the next article, we will just deal with the design of our business page and bringing it to its proper form.

Good luck to you! See you soon on the pages of the blog KtoNaNovenkogo.ru

Toogarin

Facebook is an incredibly powerful marketing tool. It's time to unleash all its possibilities!

Firstly, this is the world's largest social network, of course, in Russian realities, it is inferior in number and activity to other social networks, but if you have Napoleonic plans to capture the world market, then you are definitely here. Of course, these plans cannot be realized without a clear marketing plan, which must be flexible enough to evolve in line with changing realities.

If you are new to Facebook or have doubts about its business opportunities or want to add something new to your current SMM strategy, then in this article we will try to answer your burning questions. Stay tuned as we'll cover all experience levels, from beginner to advanced, on how to effectively use pages, profiles, groups, ads, videos, live events, and draw insights from analytics.

Facebook algorithms once again

Facebook algorithms decide when and where your posts or ads appear. They are constantly changing and evolving, which means that you need to always keep your finger on the pulse. Subscribe to our social networks so you don't miss anything.

What the Facebook algorithm likes (and dislikes)

As a general rule, the Facebook algorithm prioritizes posts with a high number of likes, comments, and shares, especially if engagement peaked in a short amount of time. Let's say someone shared your post on their site, and his friends supported this repost - this is also a good call for the Facebook algorithm, which will rank such content higher among other posts for a particular character.

This applies to both posts and pages in general, but we'll talk more about that later. What doesn't the Facebook algorithm like? Forget about spam, clickbait headlines, repetitive posts, trashy and aggressive advertising content, and just text, in general, everything suspicious, whatever you yourself would complain about - don't do it.

Facebook Zero: All about interactions

Last year, Facebook made significant changes to the News Feed algorithm. Popularly known as the "Facebook Zero" update, it prioritizes content from friends and family, with content shared by friends and family appearing in a separate feed.

Thus, we get a lower priority of publications from business pages! How to deal with it?

Now, instead of simply delivering promotional content, businesses need to generate content that is focused on getting engagement from the community. Educational content, entertainment, live broadcasts - everything plays into the hands of business. Engagement from users is growing - you are shown more often, everything is simple. But here, of course, you can cheat by using paid promotion in your activities.

The Facebook Ads Algorithm

Many people think that the Facebook Ads Algorithm is even more mysterious than the Organic News Feed Algorithm. But we can say for sure that it pursues similar goals - the content should be user-oriented, so that in the future these findings can give you better results, the system needs to analyze your ads, identify successful and not very successful ones, and give recommendations for further actions

You can, of course , create ads, set them to the highest bid and wait for the results. But we are for the efficient distribution of resources according to the “price-quality” system. Therefore, you need to deal with advertising optimization, which includes testing and improving the following factors:

• Your advertising message must meet the needs of the audience.
• Predict the results you expect from an advertising campaign.
• Choosing the right goal for your advertising campaign.

In general, the conversation about paid advertising on Facebook has its own subtleties, which are enough for a whole separate article, so stay tuned to our blog!

How to present your business on Facebook

The good news is that you have several ways to present your business or company on Facebook. The news is not very good: to achieve the effect, this alone is not enough, you will have to work. Now we will briefly talk about several ways to show your company to the world on the Facebook platform, and what best suits your goals and objectives is up to you, or contact us, we will prompt and justify.

Personal profile

When you register on Facebook with your first and last name, you create a personal profile. When you have a personal brand or you are the only representative, then there is a desire to change the name and surname to a more speaking one, not to be “Vanya Ivanov”, but to become “I sell Garazhi-Wholesale”, we hasten to disappoint - lately Facebook has been instantly reacting to such things , you may not even try, or you may get a profile block. So at the personal profile stage, just be yourself.

Pros:

• It's easier for you to find followers among your friends, friends of friends, colleagues and family, and even their social circle.
• It personalizes your business as much as possible.
• Helps potential clients contact you directly.

Cons:

• You still run the risk of violating Facebook's terms of use and getting banned.
• Someday your friends and family will run out, and even worse, they are not always the target audience for your product or service.
• You can't post ads from your personal page, you can create posts with links, but you can't promote to a wider audience.
• Scaling will be difficult to the point of impossible.

Tips:

• Check your privacy settings, censor personal content or content that could harm your reputation. Look at your public profile from the outside to see how colleagues and customers see your page.
• Personalize your content, keep track of your subscriptions
• Profile and cover photos should reveal you as a professional in your work.
• Don't forget to describe your profile in your corporate style.
• Share behind-the-scenes material from your business as ethically and as possible. Add personality!
• Read the Facebook rules and try not to break them.

Facebook business pages

Probably the same section that we have been mentioning for almost 3 pages and now the moment has come! On Facebook, you can set up a business page with more flexible functionality and features that are specific to your industry. Let's just say that business pages are a kind of business cards. Having such a page gives you the opportunity to publish, advertise, and focus your content on your business, industry, and customers. And your relatives will thank you for it if you have already tried our first personal profile item!

Pros:

• Gives you access to Facebook ads.
• Separates your personal life from your business.
• Gives you access to Facebook Analytics.

Cons:

• Business page management takes more time.
• You are subject to Facebook's advertising policy and your ads may not be approved in accordance with it, and it changes very often.

Tips:

• Avoid aggressive promotional content!
• Find, create and share what is relevant to your products and useful to your audience.
• Tell the full story of your business to captivate customers and generate new ones. Storytelling is awesome!

Facebook groups

Facebook groups are communities that you join through your personal profile or page. These are associations consisting of like-minded people and organizations that discuss issues and exchange ideas around a common theme. You may have seen such groups before, and often they have their own internal rules of "behavior and use" to cool the ardor of some aggressive spam personalities. You can create your own group at the business page or join one of the many groups, the choice is huge!

Pros:

• This is a great way to find new connections, clients and partners.
• Thematic group members tend to be a highly receptive target audience.

Minuses:

• If you are not the owner of the group and somehow do not like the management team or constantly break the rules, then you can easily be removed from the list without the right to restore. So read the rules!
• To keep the group active, you will need a large amount of resources in the form of content, topics on which you can discuss, or vice versa, tough moderation and the fight against trolls.

Tips:

• Be responsive, keep other members of the group active.
• Try not to think or act solely in the interests of your business - you are here to be part of the community, not to be promoted by any means.
• Do not spray. Join only one or two groups in which you can definitely prove yourself in all useful glory.
• Be sure to read the rules!
• Enter pre-moderation before adding new members to the group, this helps to conduct natural selection.
• You simply need a group if your industry or product causes a lot of discussion, questions and discussions. And it is not necessary to turn everything around the product, think globally!

Page of a public figure on Facebook

This type of pages, which in fact belong to the category of business pages, was moved to a separate item for several reasons. The most important of which: your brand is tied to you as a person. What is meant here? If you are a blogger, author or just a person who can personally sign the authorship. If you want to establish yourself as a leader in your industry, then this page type is also for you.

These pages work in much the same way as business pages, with one exception - the business page shows what you sell, the public page shows who you are. Well, the pros, cons and tips are the same. Okay, here's another piece of advice: always be human.

Creating, optimizing and protecting your Facebook business page

Every Facebook business page is linked to a personal profile, but it still allows you to promote your brand or company brand more effectively. We have already realized that they have a lot of features that are not available for regular profiles, including analytics, advertising, and posting scheduling.

No, there is no universal Facebook promotion strategy, but we are ready to help you with this, but for now, let's go through the basic checklist of a business page:

Profile photo

In principle, a profile photo can be anything, the main thing is that it does not violate the rules of Facebook. Joke. In fact, in the photo you can choose the product you are selling, the image of the service offered. For a personal brand, of course, it is better to choose professional photography without liberties. Usually the profile photo is the logo or your office if you have a separate building, for example.

Whatever you choose, keep the photo simple and easily recognizable with corporate identity elements. The minimum photo size should be 180x180 pixels, but you don't want to pixelate, do you? Choose a larger resolution on a 1:1 scale.

Profile cover

The cover is a more generous visualization element for your brand. Use it wisely, put photos, videos, post announcements and other significant events, you can even post lead magnets. The minimum Facebook cover dimensions are 828 x 315 pixels, but keep in mind that on mobile versions the area is displayed within 560 x 315 pixels.

Call to action

What is the purpose of your Facebook page? It is clear that the representation of the brand, and more specifically? Maybe you want your page's followers and visitors to sign up for your newsletter, download a lead magnet bait, buy something directly from Facebook, or go to a website and convert there?

After answering this question, start creating a call-to-action button to make it easier for users. The user does not have to think for a long time and even more so to guess, here directness is your best friend.

Depending on the purpose of your page, choose the purpose and name of the button. Well, or if you are still in a state of uncertainty, then at least add a “Contact us” or “More details” button.

Description

The description briefly tells people about your page. The more information you give potential new followers, the more likely they are to even follow you. You are limited to 155 characters, and the description is indexed and displayed in search results, so think about what you can contribute to this limited set so that potential subscribers will reach you.

Username

This is what is just below the name through the @ sign. And if the page name can be repeated with others, then this is a unique name that will be displayed in the search - no. It will be great if your brand name, your domain and your username are completely duplicated so as not to confuse people.

Page Optimization

When someone hovers over your Facebook page name, they see a preview of it. This helps potential customers learn more about your business, whether it's an ad or shared from your page. They will also see a preview if they hover over related brands and companies in the About section of their personal profile.

Here's how you can optimize your preview to look professional, compelling, and engaging:

• Make sure the About You tab on your page is complete. This includes both a description and a link to the site.
• Check that the call-to-action button and quick replies work correctly in the personal messages of the page.
• If the niche is highly competitive, then get support and positive feedback. Ask for feedback about the company, preferably in a positive way and with a high rating.
• Curate the content you upload to your page so that the thumbnails and images are aesthetically pleasing - they appear below your preview.
• Pay attention to Facebook Insights. The data can tell you if your efforts to optimize your Facebook Page Preview are successful.

Pages by location on Facebook

Let's say that you have a chain of stores and in fact they are located in different locations. What to do in this case? Facebook has provided for this as well, so it allows you to create separate pages for each of your stores. These pages can be easily linked to your main brand, making it easier for users to find stores and offices that are close to them.

Promoting your business with Facebook groups

We have already said that groups are not just a place for discussion, but another opportunity to promote your business. Not only do they help in building a positive reputation, but they provide you with many opportunities to generate leads. Quick tour:

Join groups

• See group recommendations in the “interesting -> groups” section. Surely you are already waiting for the current selection!
• If you feel that in a group on this topic, you, first of all, have something to help and tell, and then to offer - join.
• Again, don't see this as an opportunity to make your business stand out - instead, strive to be a useful, valuable contributor. Fortunately, now Facebook itself encourages activity with name badges that distinguish you from others.

Create your own group linked to your Facebook page

• On your Facebook business page, click on the “Create Group” option. You can also create a group from your personal profile and link it to your business page later.
• Enter the required information, configure the group's privacy settings, and click Create. Next, design a group visual and fill in the required information.
• Your personal profile is the group administrator by default, but you can also add assistant moderators.

Facebook Education Hack

Facebook recently added a new group type called “Social Learning”. These groups gain access to new features that allow them to use the group as an online learning platform or organize their posts by topic.

• Under Group Settings, click Edit Link and select Social Learning.
• Click on the Units tab and create a Unit. Add content to this block - you can post directly to it or add an existing post.
• You can easily change the order of publications in Units.

Facebook Ads: Quick Start Guide

Facebook Ads allows businesses of all sizes to promote their products and services. Create an advertising campaign on Facebook to collect leads, subscribers, drive traffic to your site, increase sales and increase brand awareness. A few tips:

• Set up an advertising account on Facebook. You can do it through Facebook Business Manager, you should also read a separate article about this tool!
• Define your target audience, timeline and budget.
• Select the desired ad subtype - these are videos, offers, leads, carousels and more. Which option is best for you depends a lot on your audience, purpose, and even experience in other marketing channels.
• Select a placement - the places where your ads will be shown.

Creation and promotion of events on Facebook

Hosting events and want to attract more participants? Excellent - the events will help you. These can be webinars, a product presentation, a grand opening of a point or corporate holidays. By the way, it is not necessary to hold the event somewhere offline or on a third-party site, everything can be done on the Facebook platform itself. There would be a reason!

Event marketing itself is a complex but interesting process. You can even get confused and make virtual tickets on special resources. You will also need to indicate the venue and co-organizers.

After creating and designing the event page, you can start inviting attendees and then promoting the event. However, invite and expose for advertising the target audience that would really like to participate.

Facebook Messenger to improve customer service

The era of artificial intelligence! The era of robots, it is not surprising that all these innovations have rolled down to our chats. Messenger bots are not just a fun thing on the page, but a good tool for improving the customer experience, collecting and evaluating the behavior of potential customers, and automating the marketing funnel. Add to this the ability to show ads in Messenger, the green and sustainable development plan is ready. Using Facebook Messenger you can organize more efficient and automated communication with your customers.

Chatbots in Facebook Messenger

You can create a chat messenger using special tools, they are easy to use and do not require understanding of complex programming. Everything is in the style of “configure and use”. Answers to the most popular questions, search for orders or other issues that can be resolved without involving a real person in the conversation.

We also add the ability to automatically inform subscribers about the release of new interesting content and great offers. Create multiple touchpoints, build trust, and increase your value. In addition, with the help of such chats, you can “warm up” customers and move them further down the funnel.

Facebook Messenger and customer service

But let's get back to more mundane things, such as prompt customer support via chat. Business is gradually moving away from the image of inaccessible objects, and is moving towards meeting the user, and personal communication clearly demonstrates this. In addition, translating difficult conversations and questions into private messages is a great way to minimize negativity, let the client quarrel in private messages with you and leave satisfied, after all, you will solve his problem, right? What will write negative reviews about you and place them on blacklists.

You can also add Facebook chat to your site as a widget, it's quick and easy.

What are Facebook Insights and Facebook Analytics

Facebook Insights and Facebook Analytics help you analyze and interpret marketing results. You will clearly see how your Facebook audience reacts to your posts, see user interactions with the page and ads.

Facebook Insights or page 9 internal statistics0444

The data contained in this section will help you to know the actions and reactions of the audience. Determine the terms for which you want to upload statistics and download in Excel format. What Facebook stats you will see:

• Sources (paid and organic) of page and subscriber likes growth and their sources.
• Number of interactions, reach, impressions.
• Detailed video statistics.

You can also download additional reports for each publication and for each video. Save this data and track changes over time.

Facebook Analytics

This is a very extensive section on data. This is where you get insights into your business and its audience, including active users, purchases, sales funnels, and more. Using the toolbar, you can create a report containing information about almost any action or event. You can create multi-channel funnels to find out the best conversion rates. And use event source groups to define the specific paths that clients take to interact with your channels.

The most important thing to remember about Facebook Analytics is that it allows you to determine a specific return on investment for your marketing and advertising activities. Our colleague Alexey Petrov in his articles tells how to do everything, collect and analyze in practice.

You must have heard something about the Facebook pixel. This is a piece of code installed on your site that allows you to track the activity of the audience and collect the necessary data. When setting up targeted advertising, a pixel is a necessary element, compare the “Before and After” difference and make sure it is effective.

By the way, you can use Google tools to generate complete and interactive reports. For example, Google Analytics and Google Data Studio can be used to measure traffic and conversions when your ads are clicked.

Facebook video promotion

Do you want more interactions, more emotions and expression or even surprise your followers? Use live broadcasts or at least regular video! Facebook encourages such multi-move when the flow of comments and reactions begins. Video is still the leader in terms of generation in this regard. But how to understand the effectiveness of this method? Or at least improve the current situation:

• Take up all the space with your videos! Use a ratio of 1920x1080 pixels.
• Optimize your video description and thumbnails, don't forget about tags.
• Try to release videos by the peak of your audience's activity (look in the statistics at what time the main array of your subscribers is online).
• Write your own first comment after the release of the video (or ask your fans, in general, involvement is a separate story, which we will talk about in future articles).
• Keep in mind the needs of your audience and build on them before choosing a topic for your next video.
• Promote videos through Facebook ads.

Facebook live streaming is another great way to generate leads, especially when combined with Facebook ads. It can even be integrated with Facebook Messenger chatbots. While you are broadcasting, the bot can answer the most obvious and common questions.

To broadcast it is not necessary to have equipment like in an expensive TV studio. It is enough to have a good webcam or camera on your phone, a microphone, a stable Internet connection and a light source.

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