Join Brad Batesole for an in-depth discussion in this video Marketing with Facebook, part of Online Marketing Foundations.
- [Voiceover] The first of our four main social media networks is Facebook. Now we're not going to dig too deeply into these but rather take a high level overview so you can be aware of what opportunities are available to you. So the core of your Facebook efforts will be around building and marketing your Facebook page. And I'm here on the Lynda.com Facebook page to show you an example of what one of these looks like. Here visitors can stay connected with the brand, they can see more about you, see interesting content that you're posting, look at photos, and even leave comments.
When you set up your page, you can secure a custom link. So if you look at the top of the page here in the browser address bar, I have facebook.com/lynda. And you can create your own custom URL for your page, say facebook.com/yourbrand. And this makes it easy for your visitors to find you. You can then put that link on your website, business cards, and other materials. This page is an extension of your business, so how it looks, what you post, and how quickly you respond to your customers, are all really critical to your success. When you set up your page, I recommend creating a very visual cover photo, which is this image here.
And also using a really relevant profile photo. And here Lynda.com is using their logo and you might wanna do the same. To set up one of these pages, you'll first need to log in to your personal Facebook account, and then from there you can go to facebook.com/pages. Here you can see other pages. So if you wanted to browse around and get some ideas, you could do so. You could also search for other pages as well, some of your competitors and see what they're doing. And then once you're ready, in the upper right-hand corner, choose Create Page. From here it's as simple as looking through this to understand what category you fit best into.
And once you find it, you'll select the category, and then fill out the information, and follow the prompts. It's great to be relevant, pick the right category, and then be sure when you're adding your information, to include a link back to your website. And as you build your page, think about the target audience you identified in your marketing strategy, and then post content that will engage them. Visitors who choose to follow you might see those posts in their feed. Here I'm logged in as Henry Twill and if I go back to his news feed, I can see some posts from Lynda.com.
So here on the homepage of Facebook logged in as Henry, we can see some posts from Lynda.com as I scroll through my news feed. Now, I'm only seeing posts from Lynda.com because it's the only page that Henry follows. A typical Facebook user follows many pages and has lots of friends posting updates. The more engaging and relevant your content, the better likelihood it has of being seen. Be sure to experiment with different kind of posts. You'll notice here that Lynda has lots of visual imagery and that works really well for many users.
But your users might prefer some links. Or maybe videos. Once you've built out your page, you might decide it's time to start to creating some ads. And you can do that by visiting ads.facebook.com. Here we're on the advertising homepage and we can scroll through to learn more about advertising, and then once you're ready, you'll choose the create an ad option in the upper right-hand corner. Facebook makes it pretty easy to set up ads. You can walk through various objectives and then set up your campaigns. So if you were looking to drive clicks to your website, you would choose that objective.
If you were looking to generate page likes, you could choose that objective. And as you select it, Facebook's going to walk you through the process of setting up that ad and linking it to your Facebook page. I encourage you to leverage your existing marketing channels to continue driving awareness to your Facebook efforts. It can take time to get a meaningful audience but if you continue to deliver quality content, you'll eventually find meaningful traction. Now if you're looking for more insight, you can even check out a few extra courses here on Lynda.com. First, I'd take a look at Facebook for Business where you can get a much bigger, broad perspective of how to set your business up and see success on Facebook.
And then from there, you can check out my course on Facebook Advertising Fundamentals where I'll walk you through all of the Facebook advertising platform and how to see success with your facebook ads.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.