Coaching Session 1 – Introduction to Facebook Marketing
Time Stamps:
00:49 Introduction to FB Ad Marketing
01:42 Why It Is Important to Know FB Ad Marketing
13:15 What Are The Different Business Objectives
Lesson Notes
What are FB Ads?
Facebook ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. It is now one of the most effective tools to grow your business, create loyal customers, and generate leads and sales. Over 3 million businesses are advertising on Facebook
Some information about FB ads:
- Ads can appear in News Feed on desktop, News Feed on mobile, and in the right column of Facebook on desktop.
- Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page.
- Your friends might see news about the social actions you have taken in Facebook ads. This news will only be shown to your confirmed friends and will adhere to the applicable privacy settings you’ve set for your account. If a photo is used, it’s your profile photo and not a photo from your photo albums.
- Facebook doesn’t sell your info to advertisers.
- Facebook actively enforces policies that help protect your experience with third-party apps and ad networks.
Sample ad:
WHY IT IS IMPORTANT TO USE FB ADS?
Facebook is considered one of the top advertising channels online, and digital ad spend accounts for a whopping 51% of total advertising spend in the US.
Here are just 10 reasons why Facebook Advertising is hugely exciting for marketers:
1. The Facebook advertising platform offers powerful analytics
You’re provided with metrics about your weekly reach, post engagement, page likes, and which posts have the best performance. Facebook has no limits when it gives you reports and analytics about the performance of your ads. Gain insight on things like clicks, conversions, and even sales. By seeing this data, you can adjust your ads based on what’s needed, instead of having to guess or finding out later on that your investment was for nothing.
2. You can create ads catering to the specific objective
Facebook ads can be customizable based on what you’re trying to accomplish. Facebook refers to these as “objectives.” Whether you want post engagement, website clicks, page likes, or something else entirely, you can create an ad based on that.
3. You can micro-target your exact audience
You can target based interests, behaviors, demographics, age ranges, connections, locations, or languages. You can even target your competitors’ fans.
4. You’ll reach far more people than with organic posts
Targeting potential audiences outside your followers and likers.
5. Ads allow you to retarget to those who interacted with you already
Retargeting is another way of reaching your potential market because users who have visited your website in the past will see your ad again.
6. You can get cheaper costs for clicks and conversions (with the right targeting)
With the minimal cost you spend to run a Facebook ad and specifically target only the right people, you’re paying a small amount of money to reach people you need to and ultimately make money from your ad.
7. You Can Easily Find New Leads With Facebook Ads
Once your audience converts, it’s possible to attract people who are just like them by using Facebook’s “lookalike audiences.” This feature allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase from you.
8. You Can Add a Custom Call-to-Action Button
By using Facebook ads, advertisers can choose CTA buttons to include Book Now, Apply Now, Contact Us, Sign Up, Download, and Learn More.
9. You’ll Encourage Customer Loyalty
A lot of businesses today use Facebook pages to help their followers feel like they belong in a community. These pages give businesses a chance to have direct interaction with customers to build their brand image and enhance customer loyalty.
10. People Are Almost Always-on Social Media
A person spends almost 2.5 hours daily on social media, and Facebook specifically. That’s why your business needs a Facebook page — because current and future customers are here.
WHAT ARE YOUR BUSINESS GOALS?
It’s also important to consider what your business goals are. It’s important to know what you want to achieve in order to choose the right objective. Your advertising objective is what you want people to do when they see your ads.
SUCCESSFUL BUSINESS CYCLE
This is an example of a successful business cycle. Everyone must start with reach in order to build authority and credibility. Establishing your foundation is important for any business. Acquisition and conversion will be next in line, then building loyalty and finally retention.
IDENTIFY BUSINESS OBJECTIVES
3 CATEGORIES OF BUSINESS OBJECTIVES
As your business grows, your campaign goals will change. First, your campaigns may focus on building awareness and acquiring new customers. Later, you may encourage people to make a purchase or sign up for an event.
1. Awareness
| Objective | Your business goal is to: |
| Brand Awareness | Increase people’s awareness of your business, brand, or service. |
| Reach | Show your ad to as many people as possible in your target audience. |
2. Consideration
| Objective | Your business goal is to: |
| Traffic | Drive people from Facebook to any URL you choose, such as your website’s landing page, a blog post, app, etc. |
| Engagement | Reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offers claimed from your page. |
| App Installs | Send people to the store where they can download your business’s app. |
| Video Views | Share videos of your business with people on Facebook most likely to watch it. |
| Lead Generation | Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters. |
| Messages | Connect with people on Facebook, communicate with potential or existing customers to |
3. Conversion
| Objective | Your business goal is to: |
| Conversions | Encourage people to take a specific action on your business’s site, such as having them add items to a cart, download your app, register for your site, or make a purchase. |
| Catalog Sales | Show products from your e-commerce store’s catalog to generate sales. |
| Store Traffic | Promote your brick-and-mortar business locations to people that are nearby. |
Portfolio
For Portfolio Assignment 1: What is your business objective?
Example:
Email Subject: FAMC – Portfolio 1
PORTFOLIO SUBMISSION GUIDES:
1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).
2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.
3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.
4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).
CONTACT US!
For Technical Issues: members@surgedigital.agency
For Submission and Certificate: courses@surgedigital.agency
For any Concerns or Questions: info@thesurgemarketplace.com