Andrea Vahl is the co-author
of Facebook Marketing All-
in-One for Dummies and
was the community manager
for Social Media Examiner
for more than two years. She specializes in
running Facebook ad campaigns for
clients. She also uses her improv comedy
skills to blog as a slightly cranky character,
Grandma Mary, Social Media Edutainer,
Jeff Korhan, MBA, is the
author of Built-in Social and
the host of This Old New
Business podcast. He helps
businesses adapt their tradi-
tional sales and marketing practices to a
digital, social and global world. Find it all
Facebook Pages have been available for more than five years now. Yet, it urns out many businesses are still unsure how to derive practical business
benefits from them.
The confusion may be due to viewing Facebook as just a social network.
However, this social network is ultimately a powerful search engine capable of targeting users, and that
capability is leveraged with Facebook
To unlock the power of Facebook,
think of your Facebook Page as a doorway to undiscovered business opportunities, and Facebook ads are the keys
that open the door.
Here are the necessary resources for
putting that into practice.
Representative Facebook Page.
Contrary to popular belief, your Facebook
business page doesn’t necessarily need
lots of fans. But it does need to represent your business well. In these pay-to-play Facebook days, think of your page
as simply a vehicle for getting your ad
placed within the Facebook News Feed
of targeted buyers you choose with specific advertising parameters.
Automated Email Service. Your email
list is arguably your most valuable digital asset for converting social media
interest into profitable outcomes.
Use Facebook and other social media
channels to encourage subscriptions.
AWeber, MailChimp and Infusionsoft
are popular services to consider.
the cost of each lead, and compare the
results of different ads to discover
which provide better results. Test demo-
graphics, images and copy. Then run
reports with the Facebook Ads Manager
to evaluate performance factors.
There is no question Facebook is
guilty of introducing changes that com-
promise everyone’s user experience,
including what finds its way into our
News Feeds. Just keep in mind that
Facebook is a business, and these
changes are designed to increase profits
by creating more powerful ad-targeting
capabilities for businesses like yours.
And when you’re done unlocking
the power of Facebook to grow your
list, you can always go back to sharing
MONETIZE YOUR MESSAGE
build your income beyond the podium
No-Cost Special Offer. A special offer,
such as a free report, webinar, or product or service trial is a means for sampling or test-driving the expertise that
your speaking business sells. Therefore,
its quality and value need to be up
there with that of your paid services.
Website Opt-In Page. Ideally, the opt-in or landing page on your website
should be free of distractions, such as
navigation to other pages on your site.
Its sole purpose is to engage the auto-responder to deliver the special offer in
exchange for an email address. You can
use a WordPress plugin such as Optimize Press or a service like LeadPages
to create the page with minimal technical skills.
Now you are ready to unleash the
true power of Facebook—that is,
accessing the contextual data gathered
from everyone’s Facebook activities.
As a business, you are able to use
Facebook ads to target demographics
and interests with incredible precision.
Apply your understanding of ideal buyers to attract new leads to your email
list. One approach is to target fans of
other Pages using the Interests field
within the Ads Manager.
Then, become familiar with Facebook ad conversion tracking to learn
Unlock the Power of Facebook