Views: 0 Author: Site Editor Publish Time: 2021-05-05 Origin: Site
More and more B2B companies are beginning to pay attention toFacebook marketing promotionValue, and strive to achieve the ultimate goal of brand + traffic promotion on Facebook.Among them, building a brand homepage is particularly important.The so-called brand homepage refers to the need to complete brand building and carry the brand's 'business card' while also taking into account the role of communication and drainage.This also coincides with the starting point of B2B companies.
A certain machinery manufacturing company has accumulated nearly 1.1 million fans on its Facebook page in two years. The total number of likes on the page has reached 1.04 million, and it has effectively developed nearly 10,000 customers.
A clothing company, through Facebook homepage + advertising, received 1,665 leads in 5 months, received more than 10 inquiries every day, closed 10 customers, and had 1,988 homepage fans.
Among them, in the process of brand + sales lead collection, the importance of the homepage is self-evident.However, many companies have gradually gone astray and turned their homepages into 'websites', and the results are naturally unsatisfactory.So how to control the 'degree', refine the operation, and maximize its effect?Before operating, we must think carefully about what functions the homepage needs to carry and what content is delivered, in order to achieve the final brand + attract customers.Generally speaking, there are three main points:
1. The company's overseas 'business card' should be 'vivid' enough
2. The overseas 'mouthpiece' for enterprises to update product information, and the brand displays temperature + depth + strength
3. A powerful channel to complete sales and allow conversion to take its course.
So, how to implement it in practice?Next, I’ll take you to find out!
1. The company's overseas 'business card' is sufficiently 'vivid'
The role of an 'eye-catching business card' has been verified by more and more companies.Next, let’s compare several Facebook pages:
It can be seen that whether it is a traditional manufacturing company or a more popular clothing or food processing company, its Facebook page includes three parts: an information area, an announcement area, and a work interaction area.
1. Data area
This section is the part closest to the official website, and mainly involves the three 'standard features' --- avatar, name, and cover. If you want to display the corporate image, it is recommended to directly use the three 'standard features' of the official website, that is Can.An important point to mention here is that the cover image should 'change at any time', mainly following company dynamics such as seasonal festivals, new product promotions, anniversary celebrations, etc.As for the design of the cover image, we recommend maker posts and foter lazy design. Templates from different industries can be directly applied, which greatly improves work efficiency.
2. Announcement area
The announcement area is actually what we often call the introduction area.You must not underestimate this part. If content marketing is a booster, then this part is directly the key link that further determines conversion.
Three parts are indispensable here.Address---increase credibility and encourage customers to visit, more suitable for companies with local physical stores; official website---increase stickiness and learn more about the company; phone number, email---customers with high intentions can contact them directly to promote one.In addition, call-to-action buttons are also a major conversion portal.How to set it up?Directly click the 'Add button' in the lower corner of the cover page.
There are 15 action purposes to choose from, such as 'make an appointment now', 'call now', 'send email', and 'learn more'.If an enterprise wants to create a quick link entrance, it can directly select 'Dial Now' and add a phone number in the background, and customers can call it with one click.In addition, many B2B customers generally choose to direct the website, so you can select 'Learn More' and insert the official website link.
In addition, it is recommended that the WhatsApp homepage button be used to jump directly to WhatsApp when the user clicks it. This is to avoid risks to Facebook in the future, and the traffic will be safer and faster.
3. Work interactive area
The interactive area of the works is the best place to show 'vividness'.Posts, pictures, videos, etc. can be displayed in this area.It is also a 'concentration camp' for content marketing.We will explain the specific details below.Here we focus on the posting time to seize the peak traffic period.According to the latest survey, for B2B companies, the best publishing time on Facebook is Tuesday, Wednesday or Friday 9:00-14:00 Eastern Time.There is also an intuitive data for reference.Go to the Facebook homepage, enter 'Performance Analysis', click on the 'Posts' and 'Video' columns respectively to check the time periods when traffic and fan popularity are relatively high, and then make relevant plans.
Tips: How to edit home page information?After entering the work homepage, find 'Manage Homepage'--'Edit Public Homepage Information' and make the corresponding additions on the right side.
2. The overseas 'mouthpiece' for enterprises to update product information, and the brand displays temperature + depth + intensity
I’m sure you’ve heard what your colleagues say: Don’t turn your Facebook page into your company’s official website.In fact, this also indirectly reflects that in addition to official credibility, the homepage must also show warmth and depth.Use the homepage as a platform, choose the form of communication, and then convey the voice of the enterprise.
1. Choose different forms. Various marketing forms show the warmth of the brand.
As we all know, Facebook has different forms of tweeting, the most common ones are pictures, videos, and live broadcasts.
1) Picture and text type
The interaction rate of greeting status is 162% higher than that of ordinary status, and the interaction rate of status with pictures is 179% higher than that of pure text.
According to a survey: Newswhip conducted a survey and found that among the 100 posts with the most shares and the highest interaction rate, the average number of words was between 11 and 24, and the fewer the number of words in the post, the better the effect.By refreshing our corporate page, it is not difficult to find that most of the recommended posts are pictures + text, and the text is accurate to about 24 characters.
In addition, compared to cold publicity and promotion, interactive post status is more likely to be liked by users, such as 'Do you understand?', 'Have a look!' and 'Have a look!' on raw product pictures. If you still haven't taken action''You can leave a message in the comment area to discuss' etc.
2) Video type
Use videos as the basis for spreading, and control the video duration to 15-60S. Combine overseas memes + own products (market) to quickly build a brand
After all, Facebook is a social platform, and users prefer to see new and trendy things.Adding some overseas memes into the video theme can further bring the two parties closer together.This is also a 'magic weapon' to further enhance the brand's popularity.How to find it?On the one hand, you can learn from the ideas of some colleagues, and on the other hand, you can go to INS to select materials.Since INS and Facebook belong to the same company, some topics are similar.
2. Learn to take advantage of marketing opportunities to attract a lot of attention and show the depth of the brand.
Social media attention is much faster than news information.Pay attention to some industry news and official information at any time, and then publish it to the Facebook homepage as soon as possible. You can add some of your own insights to further show the depth of the brand itself.
In addition, some new product launches, corporate adjustments, brand stories, etc. of the company can be released.In-depth content + or video or graphic communication forms can further complete the operation of brand temperature + depth.
In general, no matter what form of work you publish, you must bring a topic.How to make posts more likely to appear in the public eye is also an issue we need to consider.There is another powerful tool, which is hashtags.Inserting '#Topic' in the text description of the video post can make the video more likely to appear in the eyes of searchers.
3. Complete sales lead collection
If you want to quickly obtain sales leads on Facebook, two major channels are necessary, namely Facebook boost posts and Facebook ads.Most of these need to be completed within the brand homepage.
1. Facebook boost posts
Emphasis on fan economy, that is, quickly completing the level of intention of home page fans and further revitalizing home page fans.
Under normal circumstances, when the number of fans on a homepage reaches 100+, both its own effects and the data fed back will be more credible and stronger, which has also been confirmed by many people in the industry.At the same time, not every post is worthy of our promotion. Previously, we needed to measure and filter all posts through the 'effectiveness analysis' in the background to select the most 'valuable' ones.
Go to the homepage, select 'Performance Analysis', view 'Homepage Views', then view 'Total Views', 'By Section'.As shown in the figure, they reached their respective peaks on September 11th and September 14th. We can further check what operations were performed on that day and found that videos and graphic posts were released on that day.Then we enter the 'Posts' column and select the ones with higher data based on the number of people covered and the number of interactions for quick promotion.How to do it?Click to enter the post and click 'Boost Tweet' at the bottom right.
As for the video section, it has now been moved to the 'Creation Studio'. Here, we can see the overall viewing time of the video, video retention rate, audience, etc.
For example, in 'Retention Rate', you can see whether the viewing source is a recommendation, a fan, or a share.If the number of recommendations accounts for a large proportion, such as 72.9% in the figure below, it proves that the topic and content of our posts are of high quality and are popular on the platform. This kind of video is also more suitable for 'speed promotion'.
At the same time, find the top three videos below the video ranking, click on them one by one to view the details, and then click 'Boost Post' on the left to boost the post.
How to set up boosted posts?Be sure to add a call to action.If we are directing customers to our official website, then the action button can select 'Learn More', and the official website link is placed in the link below.Audience setting is something to focus on.
If it is not an industry with particularly strict gender requirements such as beauty, women's clothing, men's clothing, etc., it is recommended to directly use 'no limit'. It is not recommended to be too broad in terms of age. It can be set according to the characteristics of the people in the industry, because we are setting it for the food processing industry. , and control the age between 24-45 years old.Select the region 'United States',
Demographic data: 'Job'--'Industry'--'Food & Catering'; Interests: 'Catering'--'Gourmet'--'Fast Food',' Organic food'etc.
Delivery period and budget: 7 days (not less than 4 days), total budget is 200 yuan, and single-day cost is controlled at ¥28.57.
Once the settings are complete, you can push it.Afterwards, the results are monitored in real time through the performance analysis backend.
2. Facebook advertising, precise push business, precise promotion and development
Why are your ads always ineffective?You lose at the starting point.Before creating a Facebook ad, there are four things you need to know:
What do you want to achieve with your advertising?
Who do you want to reach and reach?
What is your overall advertising budget or cost expectation?
Is there an ideal type of ad placement?
After that, based on the above goals, we will start the formal construction and settings.
1) Determine marketing goals and set more appropriate promotion goals
Is your business goal to build awareness?Generate potential customers?Increase sales?Open a store?For B2B companies, I believe most of them will choose to develop potential customers or visibility.Suppose we want to develop potential customers, and we want to focus on collecting potential customer information, and even direct traffic to our independent website, then the promotion goal is obvious.'Visits', 'Interaction rate' and 'Number of people covered' can all be selected. In addition, if we focus on video advertising promotion in the future, then we can also select 'Video views' here.Generally speaking, the specific segmentation still depends on which aspect the company focuses more on.
2) Promote and cover more people to make development more accurate
If a machinery and equipment company obtains coverage of 100,000+ potential users, then first of all, the target group we set must exceed this group of people.This is where audience positioning comes into play.Age, gender, language and even segmented positioning need to be further optimized and adjusted.Take this food processing company as an example:
Age: 25-50, as broad and accurate as possible;
Sex: Male;
Interests: Business and Industry - Construction, Construction, Engineering Technology;
Region: United States--California
After that, you can enter some keywords formulated by your own industry.The point to be emphasized here is that in order to avoid repeated advertising development and coverage of converted users and waste of costs, here we recommend the 'exclude already converted people' operation.
3. What is your budget?Properly allocate budget to achieve better advertising results
If you have no previous experience in advertising, how can you refer to it?The simplest thing is that products with a higher unit price will have a higher advertising budget.For example, if the price is $50 and the daily budget is $5, then I believe the effect will not be good.In addition, the machine will take about a week to learn. If the effect is not good in the first two days, do not rush to suspend the budget or modify it.Observation is conducted on a 7-day cycle.
4. Understand advertising types and optimize advertising creativity
The main types of advertising on Facebook include carousel ads, image ads, video ads and boutique ads.Selecting an advertising type is only the first step. Creating advertising materials and creativity based on the type is the key.
The point to be emphasized here is that in order to ensure the high quality of creativity, A/B testing in the early stage is the key.How to set it up?The first step is to enter the selected advertising manager and click 'create'. The second step is to select the advertising type, such as 'Engagement'. The third step is to find 'spilt test' below and start the test.The fourth step is to select the control variable, such as 'creative', and then click 'continue'.Of course, we can also add more test ads on the left side to finally measure the optimal creative effect.
Generally speaking, the role of Facebook page marketing is becoming more and more significant.Enterprises that want to achieve brand + customer investment must not miss this traffic pool.
