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1、The Ultimate Facebook Marketing GuideTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|2Table of Contents 030406091214IntroductionWhy Facebook is a valuable social media platform for brands How to set up a Facebook business PageHow to improve engagement with organic Facebook posts How to make th

2、e most of Facebook AdsFacebook is a highly targeted way to reach your audienceTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|3IntroductionOriginally launched to connect US college students,Facebook has graduated from a scrappy social media startup to the third-most visited website in the worl

3、d.Despite growing competition,Facebook still has the highest number of active monthly users of any social media network nearly 3 billion.To put it into context,thats the entire population of Africa,North America,South America and Europe combined.Facebooks parent company Meta also owns WhatsApp and I

4、nstagram,tied for the third-highest number of active monthly users at 2 billion each,behind second-place YouTube with about 2.5 billion.But dont let the shiny new options distract you:Facebook is still a powerful platform with a huge potential reach.In this Facebook marketing guide,find out how to b

5、uild a Facebook business Page,create organic content that engages your audience and harness the insights of Facebook Ads Manager.Why Facebook is a valuable social media platform for brandsYour perspective on Facebook today may depend on where you live.While its typically associated with older users

6、in the US,in many countries its not just a social media platform,its one of the primary ways people access the internet.In 2015,Facebook launched an internet service called Free Basics targeted at less economically developed countries.It allows users to access a limited version of the platform for f

7、ree on low-cost mobile phones the most popular online device in countries where computer ownership is low.Even if people cant aford data to go on the internet,they can still access Facebook.This means that brands hoping to reach people in these regions need to have a Facebook presence(and need a Fac

8、ebook marketing guide).Success on any platform requires knowing your target audience and Facebook is famous for providing users with deep insights into their audience and their metrics.These enable brandsto tailor marketing campaigns to reach ideal prospects,track how content is performing and fine-

9、tune their Facebook marketing strategy based on that data.The variety of posts available on Facebook further expands the creative possibilities.While other social media platforms prioritize or support only one or two types of content words on Twitter,images or video on Instagram,video on TikTok and

10、YouTube Facebook encourages multiple types of media in one post.You can mix and match to find the best-performing combinations.Another Facebook feature thats especially useful for brands is the platforms seamless shopping opportunities.Businesses can tag products and link to them straight in the pla

11、tform,removing friction from the online purchasing process.Facebook may be the older sibling of the social media landscape but you cant aford to take your eyes of it just yet.THE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|4THE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|5In addition to

12、the well-known platforms like Facebook,Instagram,Messenger and WhatsApp,Meta,the parent company of Facebook,recently introduced a new messaging app called Threads.Threads is designed for more personal communication,allowing users to send direct messages,share photos and videos,and create polls and q

13、uizzes.The app is integrated with Instagram,so you can easily share your Threads posts to your main Instagram feed.Here are some of the key ways that Threads can be leveraged by brands for marketing:PersonalizationThreads allows you to create close friends lists,which you can use to share exclusive

14、content or updates with specific groups of people.This level of personalization can help you to connect with your audience on a deeper level.IntimacyThreads is designed for more personal communication than other social media platforms.This makes it a good choice for sharing behind-the-scenes content

15、 or updates about your brands culture.TransparencyAutomatic status updates can be used to give your audience a real-time glimpse into your brands world.This can help to build trust and authenticity.EngagementThreads integrates seamlessly with Instagram,making it easy to respond to messages from your

16、 followers.This can help you keep your audience engaged and satisfied.Conducting market researchThreads can be used to gather feedback from your audience about your products or services.You can ask questions,run polls or simply start a conversation to get their insights.DID YOU KNOW?THE ULTIMATE FAC

17、EBOOK MARKETING GUIDEWWW.SPRINKLR.COM|6How to set up a Facebook business PageThe very first step in marketing your brand on Facebook is creating a Facebook business Page.Searchable on Google,these act as a digital shop window where your brand can post organic Facebook content and provide information

18、 and links.You can also use your Facebook business Page to showcase and sell products.Follow these steps to make sure your audiences first impression of your brand on Facebook is a good one.Facebook has made the process of filling out a business Page fairly intuitive.Just make sure you enter all the

19、 relevant information so your audience can easily find out what they need to know.FILL OUT EVERY FIELDYour bio where you describe your business should also reflect your brand while explaining your product.Remember to keep it short and descriptive so the spotlight lands on the posts in your feed.For

20、example,the US Facebook business Page for OREO simply says,“The worlds favorite cookie since 1912.”Alternatively,use your bio to show off your brands personality.See Coca-Colas US Facebook business Page,which includes the lines“Real Magic is only a sip away”and“PS If youre drinking a Coke while read

21、ing this,you win today.”WRITE A THOUGHTFUL BIOChoose a short and memorable username so that people can efortlessly tag you in posts and comments.INCLUDE A USERNAMEYour Facebook business Page is an extension of your brand,so it needs to fit in with the look and feel of all your other marketing eforts

22、.Make sure you set up your Page with the right colors and up-to-date logos.FOLLOW YOUR SOCIAL MEDIABRAND GUIDELINESTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|7Your profile photo the one that shows up as a circle should be an ofcial image of your brands logo in the correct dimensions.Your

23、cover photo is where you can get creative:Use your cover photo to showcase new products.Netflix updates its cover photos with new movie posters.Update your cover photos seasonally,especially if your product lineup changes throughout the year.For example,Starbucks changes the cover photo every month

24、or so to reflect the ways its customers tasteschange with the weather and in line with widely celebrated holidays.Follow pop culture trends.Use your cover photo to show that youre in touch with the latest culturalconversations.For example,in March 2023,Gen Zs favorite shoe brand Crocs changed its co

25、ver imageto include the slogan“IN MY CROCS ERA”as a nod to the kickoff of popstar Taylor Swifts much-popularizedUS Eras Tour two days later.Use a strong hero image.If you want to limit how often you need to update your cover photo,choose animage that sums up the essence of your brand.For example,Lev

26、is updates its cover photo every year or so,usually with an image of people having fun while wearing jeans exactly what they want people to think ofwhen they think of the brand.TREAT YOUR COVER PHOTO LIKE A BILLBOARDTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|8An action button is like a cl

27、ickable call to action(CTA).You can choose from options including Schedule an Appointment,View Shop,Start Order or Send Message.Although you can also include CTAs and links in your About section,a button brings the CTA to peoples attention and completes the action instantly,cutting down friction and

28、 making conversion more likely.ADD AN ACTION BUTTONFacebook business Pages are linked to one email address,so everyone who needs to access the brands Facebook account does so under the same email and password.This can make it hard to monitor who has access and who is posting and to revoke access fro

29、m people who have left the company.Using a social media management tool like Sprinklr makes it easier to limit and control who can post under your brand.MAKE SURE ONLY APPROVED PEOPLE CAN POST AS YOUR BRANDTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|9How to improve engagement with organicF

30、acebook postsYou primarily reach your followers through your organic posts the ones that live on your profile.Figuring out the type of content that has the most impact in an organic post can feel like a guessing game.Not only are you trying to understand what will engage your audience and encourage

31、them to interact with you,youre at the mercy of the Facebook algorithm,which determines the content that actually appears in users feeds.However,there are things you can do to increase engagement.Like most social media platforms,Facebook is not exactly forthcoming about the algorithms that produce u

32、sers News Feeds.The company has issued guidelines around the types of content it promotes.For example,Facebook claims that it prioritizes content from people and businesses the user interacts with regularly;content formats people engage with more often;content it deems meaningfuland informative;and

33、posts that already havehigh engagement(e.g.shares and reactions).Of course,it can be hard to rack up interactions and engagement if the algorithm is burying your page.FIGURE OUT WHAT CLICKSSometimes,Facebook users are able to identify a general trend in the algorithm.For example,when Facebook introd

34、uced Facebook Reels between late 2021 and early 2022,users noticed that these short videos drove significantly higher engagement and reach than their other posts.Thats because Reels show up in the News Feeds of users who dont even follow the account posting them.Knowing data like this can help you t

35、ailor your Facebook marketing strategy toward the whims of the algorithm.THE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|10Creating this content is the first step.Next is your audiences response to your posts,with the aim of identifying factors that prompt high engagement.Its through this tria

36、l and error that you can gradually fine-tune your organic posts.Facebook has built-in analytics that can show you in detail who is viewing your content including their age,gender and geographic location as well as niche factors like their interests and behavior.For businesses that have multiple Face

37、book business Pages,a product like Sprinklr makes it easy to track all that information at a high level and in granular detail.Instead of spending time trying to decode the algorithm in detail,focus on creating content that authentically expresses your brand and that people will want to engage with

38、and share.For example,on its Facebook business Page,the US National Parks Service earns thousands of reactions through posts that combine a tongue-in-cheek sense of humor with information about the parks and their inhabitants.Say you want to increase your brand awareness among the 24-35 demographic,

39、and you plan to measure that awareness by looking at how many positive reactions you received per post.Facebook will tell you how many people in that age group liked or loved each piece of content,so you can tailor future posts to most closely align with the ones that did the best.Even though you ca

40、nt see inside Facebooks algorithm,you can use their insightful metrics to build a strategy around the content that connects with your audience.THE ULTIMATE FACEBOOK MARKETING GUIDEAvoid publishing posts that will get penalizedIn addition to prioritizing certain content,Facebooks algorithm also demot

41、es posts based on various factors.For example,when choosing a CTA,be careful to avoid what Facebook calls engagement bait:directly asking users to perform a specific engagement.Examples of this include:Statements such as“Like this post if you loveyour puppy!”or“Comment YES if you wouldlike to visit

42、Barcelona!”Displaying four images and asking users tovote for their favorite with a certain reaction(like,love,haha,wow,etc.)Telling users to share a post or tag theirfriends in the comments sectionAccording to Facebook,the reason for excluding these posts is because they go against the platforms pr

43、eference for authentic and informative content and are viewed as spam by many users.Perhaps more surprising,Facebook has also noted that posts that include external links(i.e.to sites outside of F)are viewed less often than posts without links.The platforms Widely Viewed Content Report published at

44、the end of the first quarter of 2023 found that only 7.7%of posts viewed in the US that quarter included an external link.If you notice that certain posts are not performing as well as you expected,check whether they have anything in common that Facebook might deem as a reason to demote them.Monitor

45、ing your metrics is as helpful in learning what to avoid as it is when youre learning about the most successful types of content.Its through this kind of close attention and analysis that youll crack organic content.WWW.SPRINKLR.COM|11THE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|12How to ma

46、ke the most of Facebook AdsAs well as being a great platform for brands to post organic content,Facebook provides a highly customizable ad service called Facebook Ads Manager.Apply the same test-and-improve approach that you take with your organic posts when building the most efective ads.Facebooks

47、highly detailed insights into its users enable brands to create ad campaigns that target very specific demographics.In the Facebook Ads Manager,you can refine the demographic youd most like to target for your ad and the platform will prioritize placing the ad in the feeds of people who fit that desc

48、ription.You can get pretty detailed,which is why its also useful to know whos engaging with your organic content,as this will help you identify the traits of your most dedicated followers.Knowing who is responding well to your organic content can also give you a headstart on the ad creative.Say you

49、want your ads to reach parents who live in Virginia and are interested in purchasing dolls yes,you can get that detailed.Start by looking at the analytics of your organic posts to see which ones have been getting the most traction with this specific demographic and use the content the photo,video or

50、 copy in your ad.IDENTIFY YOUR TARGET AUDIENCEYou can target people based on both broad and specific interests.For example,you might start by selecting“Food”then“Burgers”and then“McDonalds.”You can also target by behavior how often people have made a purchase through Facebook,for example and by inte

51、ractions with your brand say,targeting everyone who has liked three of your posts in the last week.You can also ask Facebook to retarget people based on behavior so that,for example,after three months,everyone who scrolled to the end of the carousel on your first ad but ultimately didnt purchase is

52、shown a new ad.Once you have data on the audience youre having the most success with,you can create an audience template for future ads,so you know youre targeting a group that has historically responded well.WWW.SPRINKLR.COM|13THE ULTIMATE FACEBOOK MARKETING GUIDEFacebook Ads Manager will also opti

53、mize your campaign based on an objective you set in the platform.For example,Leads,Sales,Engagement or Awareness.You can set a budget and leave the campaign to run until either the goal has been achieved or the budget has run out.This makes it easy to start small,monitor your campaigns progress and

54、gradually increase the budget as you fine-tune your ads.You can get even more data on which ad content is most efective through A/B testing in Facebook Ads Manager.Test up to four versions of an ad with slightly diferent content to see which has the highest conversion rate.SET A GOALFor ideas on how

55、 to get started with your ad,look at the Meta Ad Library,which catalogs the ads companies have been posting on Meta-owned platforms.Top tip:The ads that have been running the longest are likely the most successful.THE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|14Facebook is a highly targeted

56、way to reach your audienceOne of Facebooks key strengths is the highly detailed analytics that show you who is looking at your posts and help you target the people you most want to reach.Having so much data can feel overwhelming,but in Sprinklr,you can monitor all your Facebook business Pages in one

57、 place and zoom in or out of the data as you need.Facebook is still a social media powerhouse with access to 3 billion monthly active users,in-depth analytics and audience filters.TO SUM UPWhen posting organic content,focus less on trying to please the algorithm and more on being authentic and infor

58、mative.Avoid including things you know Facebook will penalize you for,and monitor your posts to see what type of content draws viewers the most.Facebook Ads Manager enables brands to create and track highly targeted ads,providing insights that make it easy to fine-tune for success as you go.REQUEST

59、A DEMOTHE ULTIMATE FACEBOOK MARKETING GUIDEWWW.SPRINKLR.COM|15About SprinklrSprinklr is a leading enterprise software company for all customer-facing functions.With advanced AI,Sprinklrs unified customer experience management(Unified-CXM)platform helps companies deliver human experiences to every cu

60、stomer,every time,across any modern channel.Headquartered in New York City with employees around the world,Sprinklr works with more than 1,000 of the worlds most valuable enterprises global brands like Microsoft,P&G,Samsung and more than 50%of the Fortune 100.Learn more at The information provided i

61、n this report is strictly for the convenience of our customers and is for general informational purposes only.Publication by does not constitute an endorsement.S does not warrant the accuracy or completeness of any information,text,graphics,links,or other items contained within this guide.S does not guarantee you will achieve any specific results if you follow any advice in the report.It may be advisable for you to consult with a professional such as a lawyer,accountant,architect,business advisor,or professional engineer to get specific advice that applies to your specific situation.