This book is for business owners and managers of non-profit organisations who want be become more effective at Facebook marketing. Whether they are complete beginners or have been using Facebook for a while, readers of this book will learn how to get maximise results from Facebook. The book will help businesses in the following areas:* Gain an understanding of the architecture of Facebook* Get clear instruction on how businesses should set up business pages and create page administrators* A comprehensive explanation of Page settings* How to carry our customer analysis and profiling* How to come up with compelling content for business pages* A guide on how to craft content that encourages engagement* How to represent brands on Facebook* A complete guide to using Facebook AdsWritten with small business owners in mind, many of whom realise that they are missing out by not using this powerful and popular resource more effectively, Facebook Marketing will make a huge difference to the bottom line.
Sprache
Verlagsort
Illustrationen
Maße
Höhe: 240 mm
Breite: 170 mm
Gewicht
ISBN-13
978-1-908308-99-3 (9781908308993)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Louise McDonnell is a social media marketing expert based in Sligo. Her primary focus is delivering Facebook, SEO and Website Marketing training and coaching. She has coached and trained in excess of 2,000 businesses since 2009. She has worked with many Irish Government Agencies including Failte Ireland, Enterprise Ireland and Local Enterprise Offices in Mayo, Sligo, Leitrim, Donegal and Roscommon. She has twenty years practical sales and marketing experience having worked with a wide range of businesses across multiple industry sectors. She wrote a newspaper column, the Chamber Corner, in the Western People for seven years and has been interviewed on a regular basis on national and local radio.
Acknowledgements viii
1. Getting Started 1
1.0 Introduction 1
1.1 Should You Set Up a Business Page? 3
1.2 Realistic Expectations 4
1.3 Common Issues for Small Businesses 5
1.4 Getting Set Up Correctly 6
1.5 Setting Up a Facebook Business Page 11
1.6 Giving Others Administrative Access to Your Page 13
1.7 Page Settings 17
1.8 About Section of Your Page 28
1.9 Managing a Facebook Page Using a Smart Phone 32
1.10 Understanding the Facebook News Feed and Algorithm 35
1.11 Facebook Groups 37
1.12 Facebook Events 48
1.13 Setting SMART Goals 56
1.14 Ten Point Checlist for Your Facebook Page 58
2. Customer Analysis and Profiling 61
2.1 Learning about Your Customers 61
2.2 Developing Buyer Personas 70
2.3 The Customer Loyalty Ladder and Social Media 73
2.4 Qualifying Audiences 75
2.5 Building a Sales Funnel Using Facebook 77
3. Creating High Quality Content 80
3.1 Why People Engage 81
3.2 Content Creation 84
3.3 The Content Funnel 85
3.4 Developing a Content Calendar 99
3.5 Ways to Update Your Facebook Page 100
3.6 Other Ways to Update Your Page 105
3.7 Updating Your Page Using a Smart Phone 112
3.8 Six Ways of Representing Your Brand on Facebook 113
4. Maximising Organic Reach on Facebook 117
4.1 Use Media-rich Content with Every Post 118
4.2 Use Images of the Correct Size 120
4.3 Use Image Descriptions 121
4.4 Use Video 122
4.5. Tag Other Pages 130
4.6 Encourage Engagement 132
4.7 Timing is Important 133
4.8 Schedule Posts 135
4.9 Create Original Posts Rather than Always Sharing 136
4.10 Use Hashtags 137
4.11 Rate Your Last Facebook Post 137
5. Introduction to Facebook Ads 139
5.1 Facebook Ad Manager Overview 142
5.2 Creating Audiences for Ads 145
5.3 Campaigns to Meet Different Business Goals 151
5.4 How Campaigns Are Structured 154
5.5 How to Create Facebook Ads 159
5.6 The Facebook Pixel 169
5.7 Interpreting Results 178
5.8 Advertising Strategy 183
6. Case Studies: Irish Organisations Using Facebook 188
6.1 Charlene Flanagan Makeup 188
6.2 Discover Enniscrone 192
6.3 Morans Butchers and Deli 204
6.4 Guna Nua Boutique 210
6.5 Waterpoint 216
6.6 Limerick Strand Hotel 223
6.7 Ballinrobe GAA 230
7. Facebook Insights 234
7.1 Overview 234
7.2 Promotions 236
7.3 Followers 236
7.4 Likes 237
7.5 Reach 239
7.6 Page Views 240
7.7 Actions 240
7.8 Posts 241
7.9 Events 243
7.10 Videos 243
7.11 People 244
7.12 Local 245
7.13 Messages 245
