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Facebook Marketing – the ultimate guide

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Table of content

Preliminary Step 1

Check your brand website.

Do you know what kind of audience you wish to attract?

Identify your goal

Preliminary Step 2

Website optimization checklist

FB page basic optimization

First step

Technical setup

Second step

Set up content calendar (and actually stick to it)

Mix up different types of content

Checklist for ensuring the brand value of your content

Checklist for ensuring that your content is interactive and easy to find and follow

Post at the best time!

Third step

Facebook Page Insights (free)

LikeAlyzer (free)

Fourth step

Facebook Promotions

Post Boosts – an excellent way to re-market your most successfull content across FB.


Fifth step

Preliminary Step 1

Skip these, if you’ve been running your business for a while now, you probably already know this. Donec scelerisque pellentesque sem in commodo. Donec condimentum sollicitudin nulla sed posuere. Integer in felis vitae felis interdum cursus. Suspendisse tempor diam elit, ut sagittis augue tincidunt malesuada. Sed molestie fermentum felis quis consectetur. Mauris vel facilisis magna. Morbi mattis mauris sit amet felis dapibus, nec aliquam risus pretium. Nunc id rutrum nulla, sit amet rutrum massa.

Check your brand website.

Is it good enough to spread a word about? Check your UIX, is it easy for customers to make a purchase? So what makes website that will keep users coming back? It starts with the basics of design, adds in modern technology, and is a site that is highly usable and functional. We talk about good design, and design practices and techniques, all the time here at Design Shack, so you should be able to learn a lot from the articles on this site. Here are 10 elements to consider:

1. Logo and branding

Good logo (even if oversize) – intuitive and clear

Bad logo, redundant, low resolution

2. Defined color palette

example of a minimalistic, easy to use website design

Horrible design. Creative? Yes. Intuitive and pleasant to look at? No.

3. Navigation that moves users through the site

On top, in bold font, two-tier drop-down list (saves visual space)

bad idea, very bad idea

4. Responsiveness (adjusts the size of its window to whatever device the user is using – tablet or phones with different screen sizes)


Not responsive

4. Full contact information

Good footer, contains navigational elements, many contact options

Too redundant for a footer

5. Easy to understand calls-to-action

Emotional and creative.

None found.

6. Your brand story told in a way that connects with users

Maecenas at pharetra nisl. Donec placerat neque risus, at commodo nisl efficitur at. Suspendisse potenti. Fusce non fringilla orci, nec maximus nunc. Proin eget dui non dui pretium scelerisque. Optimize Your Homepage (so that it answers the following questions:)

1. What does this business do?

2. How can this business help me?

3. Why should I stay on this website?”

Do you know what kind of audience you wish to attract?

And why do they need that thing you’re basing your business on? If you’re doing self-promotion, do you know why these people would need to come to your page? There are basically three people that fit into your personal brand’s target audience:

The Person That Will Pay You

The Person That Influences The Person That Pays You

Your Supporter

The first person on the list, the one that pays you, is your main focus. This might be your current boss or your next boss. It might be the target customer of your current business or your next business. It could also be an investor or a bank. You have your vision and you have a good idea of the person that will pay you and help you get to your goal. These next steps will take you through the necessary process of refining your target audience to make your brand implementation more effective.

1. Identify the person that determines if you can advance

(Boss, Investor, Client, etc.) In Chapter 1 you laid out a path to your ultimate career goal. There are steps along the way to help you achieve that goal and along that path there will be people that will determine if and when you can take it to the next level. If you’re looking to reach an executive level with a company then the person that decides how you move up in the business is each of your bosses along the way. For example, you might start as a sales associate. Your target audience is your immediate superior or the lead your sales team or division. Identify the person that is in charge of the next step in your career. It might be an investor. It might be a client. Or it could be the boss we just mentioned. It could be a specific person that you have in mind or it could be the vision of a person. Whatever it is, identify that person and move to the next step.

2. Create a complete description

Next, create a complete description of the person. Marketers and business leaders do this all the time with their customers. They put comprehensive descriptions together of their target customers to create detailed, vivid images of the exact person their employees will think about when making every decision in the business. Now, you will do the same with your target audience. Open a document and start writing the description. Include things like:




Job Description



Go into extreme detail. Talk about the daily tasks the person does at their job. Talk about they do on the weekends with their family and friends. The more details you can include the easier it will be for you to target this person as you implement your personal brand strategy. Go as far as including a photo of the person. If it’s a real person, find their photo. If it’s not a real person, find a photo online that fits your vision and include it in the profile.

Buyer persona with a full description

3. Identify the person’s motivations

(Professional And Personal) As you build the profile of your target audience you’ll get inside their head and figure out their motivations. This is important because, as we said earlier, when you know what this person’s motivations are you can help them achieve their goals as a way to achieve your own goals (you get what you give). For example, if your target audience is your current boss, the sales team leader. Their motivation might be two-fold: 1) move up to the next position in the business, which is probably regional sales manager or a similar position and 2) more free time to spend with his or her growing family. Knowing these motivations, you can help your boss achieve his or her goals. You can lead new initiatives to increase sales across the team. You can improve the efficiencies of processes to cut down on time spent in the office. Another example, your target audience is your next new client. Your client’s motivation is to grow their business, which means more sales and more profit. If you can help your client achieve those goals they’ll be happy to pay you for your products and services, which helps you achieve your goals (you get what you give). Identify the motivations of your target audience and from there you can identify your opportunities to help them and improve your position on the way to your ultimate goal.

Identify your goal

. What exactly do you expect from your FB campaign? Visibility? Brand recognition? Direct conversion? A boost for one-time campaign? A new channel of communication with your audience? You can’t do all at once. Also helpful to think about how your FB marketing exactly is going to do all you’ve planned for it. ”

List of FB Marketing goals (from FB Ads official page):

Awareness (let people know about your business)

  • 1. Brand Awareness
  • 2. Reach – let a maximum possible amount of people see your ad

    Consideration (let people think more about your business)

  • 1. Traffic
  • 2. App installs
  • 3. Engagement
  • 4. Video views
  • 5. Lead generation (get more subscribers – collect people’s contacts)
  • 6. Messages (get more people to have conversations with you)
  • Convertions (let people buy from you)

  • 1. Conversions (website and app conversions)
  • 2. Catalog sales (single images and carousels on FB ads)
  • 3. Store visits (for brick-and-mortar stores)
  • Preliminary Step 2

    Are you FB business page and website well optimized for search engines? By doing this, you ensure that your website is accessible and easy to find.

    Website optimization checklist

    1. Keywords you’re targeting – What do your customers type in when they search for your or your competitor’s product? These are the keywords you should focus on.

    2. URL – It’s very helpful if your focus keyword is featured in your url.

    3. Page title – <title> tag is just as important as your url – did you put your keyword in there?

    4. Meta descriptions – Meta descriptions won’t directly affect search engines, but a nice description will attract the attention of your potential customers. So take some extra time to make a nice description in Meta descriptions.

    5. H1 – <h1< is as important as <title> – consider them the “headers” of your page.

    6. H2 – <h2> represents headers within your body text – subsections. They aren’t as influental as <h1>, but they still carry some weight.

    7. Body text – The search engine will only know that your page is relevant for a certain keyword if can find that word in the body text.

    8. Link text (anchors) – If you’ve been careful to insert your keyword naturally into the previously mentioned page parts, a link or two with an anchor that matches your keyword will be a cherry on top of your cake.

    FB page basic optimization

    1. A good, recognizable FB name (or FB page name)

    2. Vanity URL

    3. You know what organic keywords you’re after, right? Don’t forget about them when you’re filling out your info and “About” page.

    4. Don’t forget to optimize the content you publish for the keyword you’re targeting

    5. Links from your FB business page to your actual website are important

    6. Filling out the address and phone number is a must – it’s for local SEO (you wanna hit both local and international, right?)

    That’s not all, but it’s the basics to ensure that no technicality will get in the way of the campaign.

    First step

    Technical setup

    1.(Optional) Set up a Facebook Business Page

    If you’re doing a brand marketing. If it’s personal marketing, you’re perfectly fine using your own Facebook page.

    2. Add a profile picture

    Expand on how to choose the right profile picture for a personal FB page or for a FB business page

    3. Add A Cover Photo

    Same as in “profile picture”

    4. “About” section – fill it in as much as possible

    Remember about your keywords. Also make it reader-friendly – your potential customers will open this page to get to know you, and you better make a good impression

    5. Verify your page. The check mark, small as it is, can make a noticeable difference. (not all brand and celebrity pages get those, so don’t be too upset if you don’t)

    Second step

    Create content “Most of the time, people come to the web (including FB) for content. Before you’re bringing in a huge crew, make sure you’ve got enough content to keep them interested.”

    Set up content calendar (and actually stick to it)

    Mix up different types of content

    1. Status

    2. Images

    3. Links

    4. Videos

    5. FB Live

    6. FB Stories

    Checklist for ensuring the brand value of your content

    1. Identity: Does your content relate to your brand and effectively showcase your product/service?

    2. Reward: What do viewers get out of it?

    3. Tone: Does your content maintain the same tone across your entire Facebook page or business in general?

    4. Action: Your content must drive an action, which goes back to your Facebook goals.

    Checklist for ensuring that your content is interactive and easy to find and follow

    1. Keep it short.

    2. Deliver shout outs with Facebook tagging

    3. #Hash it out

    4. Ask questions

    5. Fill in the blanks. Another strategic post format to drive engagement is the fill in the _____ tactic.

    6. Photo captions.

    7. Jump on the meme wagon

    8. Have users “vote” with the Like and Share buttons.

    9. Host a Contest

    Post at the best time!

    Third step

    Keep a track On how to keep a track of FB campaign success, how the audience is interacting with posted content, whether or not the campaign is achieving the set goals.

    Facebook Page Insights (a folder that shows when you’re setting up a FB business page) (free)

    All details including how many people have viewed the page (but not who exactly viewed it), how many people have liked the content, how many have shared it etc.

    LikeAlyzer (free)

    Doesn’t provide as much insider info as FB Insights.

    Compares your FB Business Page to other FB Business Pages, how popular they are – and how popular you are.

    Analyzes your page based on your competition and gives advice: what content could work, how you can improve your “About” section, what actions can drive you traffic

    LikeAlyzer analyzes audience’s engagement – are people talking about it, or not?

    BuzzSumo (paid)

    Has a great section “what’s trending”, where it shows the videos and articles rapidly gaining views and shares. You instantly know what’s hot today. BuzzSumo can also sort out the most popular content across the web based on your topic or keyword (it estimates popularity by the total number of shares)

    BuzzSumo tracks the mentiones of brand name across the web (even if it’s not a backlink – only your brand name)

    Negative – BuzzSumo is expensive. It’s only worth it if you’re making money off it.

    If no money’s to be made anytime soon, you’re better off with Insights+LikeAlyzer

    Fourth step

    Invest in ads and boost

    Facebook Promotions – promotes your page in the News Feed and in sidebars. Great for exposing oneself to the new potential customers (with a precise targeting

    Define your marketing goal very precisely – Facebook offers a list of promotional goals – just pick the one that’s closest to what you’re trying to achieve.

    Choose your target audience – if possible, use every demographic variable Facebook offers to reach the people with better potential for smaller money.

    Post Boosts – an excellent way to re-market your most successfull content across FB.

    It shouldn’t be explicitly promotional – because it’ll show p in organic feed, and people will simply refuse to see your boosted content further on, or mark it as spam. You don’t need it.

    It should be something that’s already been proven successful with your fans – this way you’re almost guaranteed a good engagement.

    Target the friends of your fans – this circle holds the biggest potential for you.


    A daily budget can be as low as $1. You’ll notice the difference from $1/day ads and boosts if you’ve got a fan base of 5 people, but be reasonable – $1/day will probably be a waste of marketing money if you’re after +1.000 weekly subscribers.

    Fifth step

    Look back at your goal and measure your result

    If you set a precise goal (like “+200 likes in two days” or “+1000 monthly visitors to my website”), you can see the overall number of engagements in Facebook Ad Manager or on Facebook Insights (“Promotions” folder).

    If you didn’t see any success – think back. Was your goal realistic and measurable? did you pick the optimal ways to achieve it? was your content truly engaging, or explicitly promotional?


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