Mastering Facebook marketing in 2020 is a must if you hope to see the success of your brand. Facebook monthly users are 2.4 billion people. This is a reason enough to make you start Facebook marketing Asap. Two-thirds of Facebook users say they visit a local business Facebook Page at least once a week.
Your potential customers are already looking for a business like yours, but how will they find you in the throng of other businesses?
Social media marketing in Kenya is a great way to start your outreach for more clients in 2020
Here are is the very first step of starting Facebook marketing in 2020.
Step-by-step guide on how to set up Facebook Page
It doesn’t cost you much time to set up a Facebook page. I want you to set it up like a pro to make sure you get enough returns and for you to be seen by potential customers.
Create your Facebook Page
Head to Facebook.com/pages/create, or you on the top right part of your Facebook you will see Create then click on Page. You will need to be logged in to your personal account although your personal information will not appear on your business page.
Choose your page type, Facebook will give you two options. Business/brand or Community/public figure
After you choose the type of page you want, enter your business details.
2. Add Brand Images
Upload your profile and cover photos. You can use your company logo as your profile picture. Optimize your sizes for Facebook so that they can look their best. You can use tools like Canva which has templates for Facebook cover photos and posts among others.
3. Complete your Page info
Go to About then on the right click on the edit page info and fill in the sections.
Description: 255 characters to describe who you are and what you do.
Contact information: phone number, email and website url.
4. Create your Facebook username (@ your vanity URL)
Your username helps people find you on Facebook. Click Create Page @Username to make one. You can find it below your Facebook page name on the left.
Facebook marketing ideas for your vanity URL:
- Choose a search-friendly Page name. In most cases, this will be your brand name or a name that people can search in relations to your brand.
- If possible, use a consistent username across social networks
5. Add a call-to-action button
Under your cover photo you will see the Add a Button. This button gives people a quick and easy way to reach out to you or service. You can use a shop now and direct people to your website or call us and people will call you directly.
6. Review your Facebook Page settings
Go to your Facebook page settings and review them. The settings will give you custom controls on who you want to see your Facebook page. In particular look at the privacy and security settings and make sure you understand them.
Also on the page settings, you can assign roles to your employees. Caution: Be sure of who you assign as an admin they can easily remove you from the page because they have the same right as you.
That’s it! Your Facebook Page is set up and ready to go.
Facebook Marketing in Kenya and social media marketing in Kenya is picking up real first, and guest what your competitors are already taking advantage of it. Don’t be left behind, you need to go digital if at all you want to get more sales because Facebook marketing in Kenya is here to stay.
Facebook ads vs boosted posts. Which should you use?
When it comes to choosing between boosted posts and Facebook ads, it will depend on the objective of your ad. We have already discussed the difference between a boosted post and Facebook ad, from these differences you can determine which you can use for your advert. I will try and simplify the differences to help you get a better understanding of when to use boosted post instead of Facebook ads and vice versa.
What are Facebook ads?
Facebook ads are an advanced way of advertising on Facebook and will require you to have a Facebook ad manager account. With Facebook ads, you have a number of options for your ad. These options include brand awareness, reach, traffic, engagement, app installs, conversions, catalogue sales, store visits, video views, lead generation and messages.
With Facebook ads, you can add a call to action buttons like ‘Shop Now’, ‘Download’, ‘sign up’ and ‘contact us’.
What are boosted post?
Boosted posts are the blue posts that appear on the lower right corner of each post you make on your page written ‘Boost Now’. You can only see it if you are a page admin. With a boosted post, your objectives are only three; engagement, messages and traffic.
Which one should you use?
If your objective is to get more engagement which means more likes, shares and comments on a post, then boosting a post is your to-go method.
If you want
to create brand awareness for your product or service, Facebook ads is your to-go method. Why? With Facebook ads, you have the option of
reating a custom audience, a lookalike audience; you can target the audience by language and so much more. However, with boosted posts, you can only target people who like your page and their friends.
So when should you use Boost Post in terms of audience?
You can use it when you have an event, making a big announcement like the release of a new product or service or a grand opening and sharing user-generated
content that you have reposted. With this, you are informing people who like your page and their friend who most likely will be interested because birds of the same feather flock together.
When you want people to talk to you via sending a message to you, use promote your send message button on boost post. When you want people to visit your website boosted post will do. When you want people to call you, you can promote your call us button and when you want more leads to b
oost post is your option. With Facebook ad you can as well promote them but it is easier with boosted posts if you want your ad to reach people who like your page and their friends.
If you want people to download an app, visit your store or website, view your video then Facebook will help you achieve that.
With boosted post, it is easy to create an ad unlike using Facebook ad, which is more advanced.
With the very many options that Faceb
ook ads provide you with, it wins over boosted post.
For you to choose which one to use, look at what you want to achieve and the people you want to reach. Like we have said, Facebook ads provide you with many target audience reach while with the boost post you can only target people who like your page and their friends.
It doesn’t mean that with boosted ads you don’t have a big audience, your ad can reach more than 7 million people, it is just that with Facebook ads you get to target people who will most likely be interested in your services or product.
We will look at the differences between boosted posts and Facebook ads. With this information, you are going to understand the importance of using either boosted posts or Facebook ads. You are going to see what is available in each category before you decide to advertise on Facebook. Both are important, it just depends on what your end goal is.
Facebook boosted posts
If you are a page admin on Facebook, you have seen the blue Boost Post that appears on every post on your page. That is the facebook boost post.
- Campaign objective
Ads – you can choose up to 11 campaign objectives (brand awareness, reach, traffic, engagement, app installs, conversions, catalogue sales, store visits, video views, lead generation, and messages)
Boosted posts – you can only choose between three objectives (engagement, messages and traffic. Engagement means likes, shares and comments.
- Audience targeting
Ads – you are not limited. You can use lookalike audiences, custom audiences you can target by language and you can add connection types. There is an option to let Facebook automatically expand your interests if it thinks people outside of your audience will engage with your ad.
Boosted posts – there is audience targeting but it is limited. You can only target people who have liked your page and their network of friends.
- Budget control
Ads – you are allowed to choose your daily budget or lifetime budget.
Boosted posts – you can only choose your daily budget and the days your ad will run.
- Ad scheduling
Ads – you can set a start and end date for your ad
Boosted post –your ad will go live immediately. You cannot schedule a start day but you can put an end day for your ad.
- Language targeting
Ads – you can target your audience’s by language
Boosted post – you cannot target audience by language
- Ad placement
Ads – you can choose where you want your ads to appear. You can choose to have your ad appear on a desktop news feed, mobile news feed, instant article, Instagram and many more
Boosted posts – your posts will appear on both desktop and mobile news feed. You cannot choose.
- Instagram ads
Ads- you can choose to show your ads on Instagram by ticking in the placement section.
Boosted post – you can only boost on Facebook
- Right column Ads
Ads – you can choose to show your ad on the right column on desktop computers.
Boosted posts – you cannot show your boosted ads on the right column
Ads – you can retarget your ads by installing Facebook pixel on your website.
Boosted posts – you cannot retarget people.
- Ad delivery
Ads – you can choose between accelerated delivery and standard delivery. To use accelerated delivery you need to set a bid that is if you need your ad to go live as soon as possible.
Boosted post – you cannot adjust your ad delivery time.
Knowing the difference between boosted posts and facebook ads, you can now create ads that will reach your target audience and convert.
Similarities between boosted ads and Facebook ads
- Interest and behaviour targeting
With both, you can target the audience’s interest and behaviour
- Geographical targeting
You can target specific locations of your target audience on both.
- Age and gender targeting
You can choose the gender you want to target for your ad on both.
What you need to know before starting Facebook ads
Wondering on how to get started with Facebook ads? There is always planning and thorough thinking before doing something. This goes for Facebook ads as well; you do not just start doing Facebook ads blindly. If you do not have a plan, you are going to achieve little or nothing. We are going to look into details what you should consider before going into Facebook ads.
1.Establish your goals
What do you need to accomplish with your ad? When you know this, you will be able to set an advert that will meet your goals. Otherwise, you are going to throw your money into a drain.
Examples of goals
Do you want engagement on your page?
Do you want brand awareness?
Do you want people to go to your website?
Do you want people to sign up or buy products?
Do you want people to download an app?
Do you want more video views?
With this kind of goals, you can set a message that will lead people into doing what you want them to.
There are different campaigns objectives that Facebook offers;
- Brand awareness
- App installation
- Catalogue sales
- Lead generation
- Store visits among others
2. Know your audience
After you know your Facebook ad goals, you need to know who your target audience for the ads is. With your target audience, it will depend on various things
Is your target audience male, female or both? If you are selling women’s dresses, it is a definite fact that your target will be women.
What is the age group of your advert? Who are the people who are likely to consume your product or service? Are they between 18 years to 35 years? When you know this then you will not be running your advert blindly.
What is the location of your target audience? Where is your target audience most likely to be found? Is it Nairobi or Mombasa? Do not just target Kenya if you are not targeting your ad to every person in Kenya.
This is usually the most important part of making an ad and it is where most people go wrong. If you cannot do it properly then hire an expert to help with it. Most of the advertising agencies will do market research to get your customer’s persona. With this, you will not be targeting blindly. There is no point in using lots of money to get fewer result
3. Know our budget
How much are you willing to spend on Facebook adverts? With a small or big budget, you can advertise on Facebook. With Facebook, you can spend as low as 1$ a day. When you spend a dollar per day your results will be limited. We usually advise our clients to spend at least 10$ in a day to get as many results as possible.
You can try and create as many ads as possible using a different amount of money to see which will work out for you. When you get a winning ad, then you can know how to be placing your Facebook ads.
Facebook marketing in Kenya is the most common form of digital marketing following the high number of users Facebook has. Facebook is the leading social media platform in Kenya with 80% users, this is according to the January 2019 digital reports from Hootsuite and We Are Social. The report showed that Facebook adverts in Kenya reach 7.90 million people. This shows that carrying out Facebook marketing in Kenya can help you reach so many people at the same time.
How to grow your business on Facebook
Growing your business on Facebook can be challenging if you do not have the necessary knowledge. We will guide you on how to get your small Facebook business page noticed.
Below are some tips that will help you grow your business on Facebook.
Build a custom welcome page
The first step of accomplishing digital marketing on Facebook is to create a Facebook business page.
You need to customize your page so that it effectively represents your brand or company. You can do this by putting an attractive profile picture, a call to action button, about section, contact, engaging timeline and links to your website or blogs.
Use photos and videos
Upload photos and videos of your products. People always want to see visuals of what they are buying, you cannot sell to people without them seeing how the product looks like. Videos can help people understand how to use certain products or to display a product.
Relevant content and consistent posting
If your Facebook page is dealing with fashion let it be just fashion. Ensure that you post consistently on your page. Digital marketing always requires you to keep your page engaged. You can do this by ensuring interactions through replying to people’s enquiries and asking them relevant questions. Facebook advertising in Kenya requires you to show people that you are available and active.
Advertise on Facebook
Facebook allows you to advertise using Facebook ads and sponsored stories. This will help you target the people that are likely to buy your product this could be according to gender, age or location. Doing this will get your page out there.
Monitor your page
Facebook just like Instagram allows you to see engagements on your post, your post reach, your page review among others through insights. As you monitor you are able to analyze if your page is doing well or not. It will also help you know what kind of posts are attracting more people and which ones are not. This is going to help you achieve your Facebook advertising goals
Join Facebook groups
Join Facebook pages that are relevant to your industry and participate in them. If you are in the fashion industry, join fashion groups and be active on them, the more you participate the more people recognize you and they will start looking for your page to see what you do or sell. You can also promote your content there.
Start your own Facebook group
Start your own Facebook group if you find that there is none that suits your kind of business. Add members from your Facebook friends and ask them to recommend their friends. In the group create discussions, post articles and make the page lively. People will recognize you as the leader of that group and you can be advertising your business there from time to time so that people do not feel like it is an advertising group.
Reward your followers
People always want to feel appreciated therefore; you can be giving offers to your customers, discounts on items or gifts.
Facebook for the past few days has sparked fear on users over cloning as users send messages trying to convince their friends to not accept any additional requests. This has been happening a lot over the last couple of weeks on Facebook in Kenya and across the world.
What is FACEBOOK CLONING?
This is a technique in which scammers create a fake Facebook profile by using images and other information stolen from a targeted users’ real Facebook profile. They try to ensure that the profile created is completely identical and genuine as the original one.
This process is not hacking nor does the scammer have access to the victims’ real Facebook account, they have simply copied public available information and images and used them to create a new profile.
Their main aim after creating the profile is to send scam messages so as to start requesting for advance fee scams asking for help or that they are stranded. The victims friends will genuinely accept their friend request unknowingly thinking the user unfriended them or is opening a new account.
How can you protect your Facebook account from cloning?
This can be difficult to implement as chances are high that if you’re a target victim you can still be cloned. But you could prevent this if not yet cloned by:
- Use privacy information that hide as much information as possible from strangers, check and change privacy related settings via the privacy settings and tools section
- Ensure you hide your friends list ,if the scammers can’t see your friend list they will not be able to send fake invites to your friends.
This can be done manually :–
- open your profile and click on the friends tab
- click the pencil icon on the right side
- Clicks edit privacy. Select only me in the drop down list as a viewer of your friends
- Before accepting any new requests from an old Facebook friend first recheck your friends list and see if the person is still your friend. Then alert your friend so he/she can take the necessary steps to stop it from occurring to other victims
- If your account has already been cloned report the Facebook account to Facebook and let all your friends know of the cloning attempt
- Check who can see your photos: scammers tend to steal public photos displayed for public view, hide your current profiles and images. You could change the settings to friends viewing or only you in some of the albums you wish to keep private.
If every Facebook user was aware of how Facebook cloning scams work and how to protect themselves, the prevalence and impact of cloning would be greatly diminished or even eliminated. Sadly, that’s not going to happen anytime soon. Nevertheless, you can certainly help by ensuring that your friends know about cloning. If necessary, take the time to explain the issue and help them with their Facebook settings. Sending them a link to this Knowledge Guide might be a great first step.
Many people fail on Facebook Advertising. This is because they BOOST ADVERTS which doesn’t work. Below are 3 Secrets to Facebook Marketing that will deliver over 100 leads even if you have never used Facebook before.
SECRET #1 LOCATION, LOCATION,
LOCATION BASED TARGETING
Your customer base isn’t all of Kenya in most cases, its where your business is located. If its in Nairobi, try to use Nairobi as the location, not the whole country. Facebook defaults to this massive zone around your business, so you have to be very careful.
Don’t waste money like companies with countrywide ad coverage, most of those companies have big budgets which you don’t, and you don’t want to attract ‘can’t be my customers’ customers. Your time gets wasted with responses too far away like Kisumu/Isiolo.
Zoning your location stops 90% of the budget going to waste.
SECRET #2 THUMB – STOPPING ATTENTION – GETTING CLICK – WORTHY ACT – NOW OFFER
90% of Small Businesses in Kenya and the rest of the world say Facebook Adverts don’t work. We Tried, No Response.
Facebook adverts don’t work if you don’t have a click – worthy offer, which most companies don’t have.
They also don’t work if you don’t have an attention getting photo, collage or video.
You have to offer something worth clicking and worth breaking a habit over.
Great Facebook adverts are built in 5 steps – each step for a specific reason. Follow the 6 steps below and you’ll get results, don’t and you won’t.
Find below an example advert we had used for a massage parlor in Nairobi that got great results;
- Call out the location, i’e Hey Nairobi
- Call out the pain
- Give an offer
- Show Scarcity
- Do Branding
SECRET #3; PLACING PLACEMENTS WHERE THEY ARE SUPPOSED TO BE PLACED
Placements are where the Facebook advert appears, more like a billboard, tv or magazine
There are 8 different and unique placements that facebook provides across 4 platforms, check them out below;
The best placement is News Feed, it shows your advert on a bigger screen and most people react better to it than the rest.
Facebook wants to run your advert everywhere and get the most money from you, but you want your advert to run where it will get the most results. Your aim should be to only drive leads, results and actionable customers.
To recap it all…
Don’t let Facebook determine your location. Always target your serviceable zones who are people who can come over to your shop and buy from you. You shouldn’t target a location you cannot service.
Remember that 90% Facebook Adverts don’t hit their goals. Always try to have a human focused photo that draws peoples attention and focus on the 5 steps while setting up the adverts to ensure the advert converts.
Facebook wants to spend your money fast so run your advert where it gets the most leads. Always choose Newsfeed placement for the best results. Only do Instagram and the rest when you specifically want to be seen on those platforms, but newsfeed will always give the best results.
Don’t waste your money on Facebook advertising if you feel unsure of how to go about it, we can help, just get in touch.