You’ve built up your Fan base, you’ve been posting great photo rich content, posts that encourage interaction and you are posting at least twice a day? Time to think conversion. This post shows you how to create a Facebook Conversion Ad Campaign including conversion pixels and the ad type.
Facebook and Wine
The wine community is a big user of Facebook. The Wine Market Council research shows that 69% of Core Wine Drinkers (the 75 million Americans who drink wine once or more per week) use Facebook.
Facebook has a brain and a heart: EdgeRank and News Feed, respectively. A user can do various actions on Facebook, including Likes, posts, comments on others’ posts, upload or view photos, play videos, answer or ask questions, and create or join events. Each of these actions is called an ‘Edge’ in Facebook parlance. These edges may be shared on friends’ or fans’ ‘News Feed’. Throw in Paid Ads and you have the three components of Wine Facebook Marketing.
Wine and Facebook, 17 embed posts from our Facebook page from 1-17 December 2013 on: case studies, ad insights, wine social media analysis, wine marketing math, Xmas promos and more.
Time to amplify all those great posts to friends of Fans. We’re going promote our posts to friends of fans who have interests we identified when doing our Graph Search: a carefully targeted ad audience.
How to use Facebook interests like wine tasting, food and wine, or restaurants and bars, to find new fans for a wine business using the Page Like ad.
What will your target market find interesting? What interests, brands and places do they like? If we know these things then we can build more engagement on Facebook posts, and do some very effective Facebook ad targeting. One powerful way to know what your target audience likes it to use Facebook Graph Search, this blog post shows how an example winery could use the different search terms to find wine drinker insights.
The whole point of social media is to engage with your Fans. However if your message can’t reach enough of them, then your engagement numbers are going to be low regardless of your efforts. This post gives you step by step instructions on how to use Facebook ads to give your posts the best chance of boosting your Page’s engagement. The ad type is called Promoted Post.
…is a Facebook Sponsored Story Page Like Ad. In a perfect world Facebook would organically share our posts with Friends of Friends (“viral reach”), along with our website Like box and Facebook address on packaging. But I’ll let someone else sell you that dream, in the real world to get a Fan Base that is large enough to make a difference to your revenue line you need to use the Sponsored Story Page Like Ad.
A good internet marketer starts with the business and marketing objectives and ensures Facebook Marketing helps to achieve them. In this post I give a specific example of tying Facebook tactics and budget back to business objectives.
We look at ways a winery or wine retailer can boost Fan numbers by focusing on your website, store/tasting room, wine products and marketing collateral. Not by using Paid Ads or organic marketing.
A complete tutorial on how wineries & wine stores Facebook set-up including Page vs Profile, key decisions on title and address, categories & sub-categories, design & fan posting ability. Considers the differences between different wine businesses.
Starts with your marketing objectives. What are the key objectives your business has tasked marketing to help it achieve? What is the marketing strategy: the target markets and your positioning versus your competitors? As I’ll illustrate below different objectives lead to entirely different Facebook marketing strategies.