Aggressive Facebook Marketing For Start-upsShivankit AroraMarketing Masala

Introduction

• Start-ups struggle to find the right social media networks, invest the right amount of money and time and gain the necessary traction via social media marketing.

• This presentation is aimed to discuss:o Differences between social media for start-ups and corporateso How to tackle major challenges with Facebook marketing for

start-upso Facebook Adso Content Marketing

The game of social media : Startup vs CorporateMajor challenges faced by a founder of a start-up are:• Your social media channels are

absolutely new and you don’t know where to begin with

• You don’t understand the relevance of specific networks and how they have a leverage over others for your business.

• You don’t have the money and(or) skill to invest in social media advertising

• There is no brand name associated with your company which gives people absolutely no reason to follow you

Picture Credits : WittyFeed.com

A step-by-step approach to use Facebook for your start-up

The approach to each social network will include• Which type of start-ups can

Facebook significantly help?• What are the major challenges

that entrepreneurs face with a Facebook?

• How to solve each challenge and take your business to the moon with?Picture Credits : hotpotatosocialmedia.com

“With Facebook’s forever changing algorithm to show (or hide) posts in your follower’s news feed, there is definitely some struggle involved in getting the desired visibility”

Which type of start-ups can Facebook help?• B2C start-ups where the target audience’s preferred social media

network is Facebook. For example, an e-commerce startup dealing in lifestyle products.

• Not recommended for B2B start-ups as Facebook is a casual network which will not get your business any client.

• For example, your B2B startup develops software. Chances of someone making a purchase through Facebook are bleak.

• B2B start-ups can have their Company Page on Facebook just to spread awareness about your existence.

What are the major challenges your start-up will face on Facebook?Before we begin, let’s know about  Facebook Edge Rank Algorithm which affects your post’s visibility in a drastic sense.Facebook only shows customized content to people even when they have liked your page. If people have not interacted with your posts before, Facebook won’t show them in your followers news feed again.This is because of the fact that millions of FB pages are fighting for your attention and Mark Zuckerberg wants to make sure that people only see content which they care about

Picture Credits : FuzeBranding.com

Major challenges your start-up might face on Facebook• Declining post reach because of edge rank algorithm. Don’t get

surprised if only 5% of the followers see your post.

• Confusion in understanding which type of content/posts work best for you and at what time.

Breaking down every challenge in Facebook marketing• Declining post reach: This problem can be solved if

more people interact with your posts.• Type of content that performs best on

Facebook: What type of posts perform best on Facebook based on multiple studies and experiments.

In the following slides, both the above mentioned points are explained.

Declining post reach• Show what is happening inside the company and tag your employees.

o Promoting transparency and openness always sends out a positive message and helps people connect with your company at a psychological level.

• Rather than self promotion, focus on inviting people and hear them out.o This will give people a chance to tell what they think of your company. Here is

an example of one of our clients and how they invite interactions at an organic level.

• Post at non-peak times.o The competition that you face for your post to stand out will be much less if

you post at non-peak hours. You can check the peak and non-peak time in your Facebook Insights in the analytics section.

• Use more of pictures and videos than status updates.o Pictures and video posts are given a higher weight-age than status updates

and links.

Which type of content performs best on Facebook?• Picture and video posts perform better than any other posts• Pictures conveying a positive message rather than a bad news

are more interacted with• Pictures optimized for viewing in FB news feed perform better.

The optimum resolution should be 940 pixels x 788 pixels

Experimenting with content on FacebookApart from sharing your content on your business page, publish engagement posts too.Don’t just focus on sharing content related to your products or services.You can share interactive posts like ask a question, share funny videos or GIFs. Humor is a great way to create bonds.Here’s how Logitech interacted on National Pet Day.

Facebook Ads• How to use Facebook Ads• Making Facebook Ads a success• B2C Success Story• Content Marketing for B2B• Optimizing Facebook Ads

How to use Facebook AdsFacebook allows you to advertise in different ways to help you engage with your audience. Here are the objects for which you can advertise on Facebook:

Source: QuickSprout

How to use Facebook AdsTo start with advertising on Facebook, you have to set up an Ad Set. Then:1. Choose your campaign budget: It ranges from daily to lifetime and you

can choose a start and end date.2. Choose audience: You can choose your audience on the basis of

location, gender, interests, whether they like your page or not, etc.• You can even customise your targets on the basis of email IDs, people who

have visited your page, user IDs, etc.3. Choose a placement: There are three main locations to display your ad:

• News Feed• Right-Hand Column• Mobile News Feed

Making Facebook Ads A Success

There are over 1.65 billion monthly active Facebook users, which is a 15% increase year over year. And 42% of marketers report that Facebook is critical or important to their business.Based on these stats, it is extremely important to optimize your Facebook Ads to be viewed on mobile.

B2C Facebook Ads Success Story: AsusAsus used Facebook Mobile Ads to bring its Christmas campaign to life for shoppers in overseas markets.The average view time for their ad was 12 seconds and 71% of people who viewed the ad visited their website. Their CTR was as high as 42%.The aim was to make people choose better Christmas gifts and to boost their sale around crucial Christmas shopping period.

Content Marketing For B2B on FacebookContent marketing is a great way to promote your B2B business. Jon Loomer is a Facebook marketing strategist who specializes in advertising uses Facebook to market his content.He uses Facebook Ads to get signups on his courses. He has explained how to successfully use Facebook Ads to market your content on his website.

Content Marketing For B2B

Neil Patel is a growth hacker and co-founder of CrazyEgg, Hello Bar & KISSmetrics.He shares his regular blog posts Facebook to get more traffic on his website as well as generate B2B leads.

How to run campaigns successfully?

Optimizing is the key to successful ad campaigns.• Optimize your ad content every 48 hours. Change the copy,

visuals, targeting.• Don’t forget to use appealing images to attract a user.• Split test. First evaluate the response you get on your content

and then start testing the same post with different images or copy.

• Utilize the information from Facebook Audience Insights. Monitor at what time users engage the most in a particular region and then start sharing your content.

Have you ever done anything like this before?Or do you have any strategy apart from these which yielded good results?I would love to know your thoughts :)Drop me a mail at shivankit[at]marketingmasala[dot]com