Social Media Marketing: Facebook

What is Social Media Marketing?

Social media marketing is defined as the process of gaining traction or attention through social media sites. Platforms such as Facebook, Instagram, Twitter, and LinkedIn help keep you connected with your friends and family, help you find your next job, and keep you up to date with the latest trends. Social networks are now a valuable part of every marketing strategy. The benefits of using social media are so great that anyone not using these valuable resources are missing out on remarkable marketing opportunities.

Social Media Advertising


Facebook Campaigns.

Facebook is the most cost-effective and targeted social media platform available today. With over 2 billion monthly active users, it is easy to find the right people to distribute ads to, capture their attention, and obtain phenomenal results.

According to Facebook, 1 of every 5 minutes people in the US spend on their mobile devices is on Facebook or Instagram. 500 million Instagrammers use the app every day! With these types of numbers, the real question is why aren’t you advertising on Facebook?

Facebook Advertising


Facebook Marketing Goals

One of the first key steps to creating any marketing strategy is to have S.M.A.R.T goals.

  1. S – be Specific with the goal(s) you are looking to achieve
  2. M – your goals need to be Measurable. Facebook provides many tools to track the performance of your campaigns or you can always set up your own.
  3. A – are your goals Attainable and within your resources?
  4. R – how Realistic are the goals you have set for your campaign?
  5. T – every goal should come with a Time frame whether it is for the first week of your campaign, first month, quarter, or year.

Another good way to identify goals is in the Micro vs Macro perspective. A Micro goal would be to drive your potential customers to your website and capture their emails or phone numbers for remarketing purposes. A macro goal would be to drive potential customers to your website and convert them into lifelong customers.
Once you have established your campaign goals its time to start setting up your campaign in Facebook Business Manager.


What is Facebook Business Manager?

Facebook Business Manager is a free tool where users can create and manage ad campaigns, edit or add new apps, create Facebook page posts, upload audiences, and more! Business manager was designed to help businesses and agencies manage their Facebook accounts and businesses in an organized and secure manner.

Facebook Business Manager has made it easy to identify and set goals for your campaign. When you create your campaign, you are prompted to set an objective. Facebook provides 3 main areas of concentration with 11 objectives for you to choose from.


  1. Awareness
    • Brand Awareness – Reach people who are more likely to pay attention to your adverts and increase awareness for your brand
    • Reach – Show your Ad to the largest audience possible based on your budget
  2. Consideration
    • Traffic – Send people to your website
    • Engagement – Page likes, post engagement, event responses
    • App Installs – Get people to install your app
    • Video Views – Use this objective when you have a great video to showcase
    • Lead Generation – Get people to sign up for your latest offer, newsletter, etc
    • Messages – initiate conversations with customers, drive transactions, or generate leads
  3. Conversion
    • Conversions – great to use when you want to drive people to your website and have them perform a specific action such as, signing up for your webinar or purchasing a product on your site
    • Catalog Sales – automatically shows products from your product catalog
    • Store Visits – helpful when you have multiple store locations to reach people nearby those businesses.

A great feature of selecting objectives is that you can also pick the intent of your objective, as we can see with the Engagement objective.


Facebook Targeting

The next area in Business Manager is known as the Adset. At the Adset level you can define the following:

  1. Audience – define age, gender, languages, interests, behaviors, and connections
  2. Placements – select where you would like your ad to be shown. Facebook newsfeed, Instagram, audience network and more
  3. Budget – you can set up a lifetime budget or a daily budget
  4. Schedule – allow your ad to run all the time or select a time frame
Facebook Targeting

Advertising on Facebook allows you access to a wide audience divided by age, location, occupation, and more. If you do not know your exact target audience or are unsure you can use the Audience Insight tool where you will be able to search for different insights about your potential target market.
You can also target your existing customer base on Facebook by uploading a customer file, installing the Facebook pixel on your website, or creating a saved audience from a previous campaign.

An interesting feature in Facebook audiences is that by installing the Facebook Pixel on your website you can create a “lookalike,” audience. This audience allows you to reach new people who are likely to be interested in your business because they are similar to your existing customer base. You can also build a lookalike audience from a large customer file, or a large audience that has viewed your videos or page posts.
Once you have finished these steps you can now create your Ad. At the Ad level you’ll select the images you’d like to use, write out your Ad Copy, and submit your ad for approval.

The Facebook Pixel

The Facebook Pixel is a great tool to place on your website. It allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use the pixel to ensure your ads are being shown to the right audience and for remarketing purposes. As indicated above, you can use the pixel to help create a lookalike audience for your campaigns as well. If you don’t have your Facebook pixel setup, you can easily set it up yourself or contact us by clicking on the project quote button and we can help you.


Ready to get your Facebook Advertising Started?

Now that you’ve read all about Facebook Marketing its time to start your campaigns. With over 2 billion active monthly users, Facebook is the best social media platform to begin your marketing efforts. Not only does Facebook have the largest audience base, but it is the most cost-effective way to marketing your business or brand.

At Just A Web Company, we take pride in building our clients the best Facebook Campaigns that will get you RESULTS! Whether you need help with Pay-Per-Click or Organic Facebook Just A Web Company can be of service to you.
Give us a call to set up your Social Media Consultation today!


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