Anyone who engages in cross-border e-commerce must know about Facebook advertising and marketing.
How to use Facebook marketing and become a big cross-border e-commerce seller?
Management and operation of Facebook page
1. Personal homepage & public homepage
01. Personal homepage (private space – cannot be used for commercial promotion)
For details, please visit: www.facebook.com
The personal homepage consists of five parts: avatar, cover photo, function bar, expansion of the function area, and timeline/dynamic information flow.
Personal homepage function
1. Post your own updates
2.Friends’ updates
3. Public home page updates you follow
4. Updates of the groups you have joined
5. Advertisements placed
02. Public homepage (create fan/brand/business homepage and shape brand image)
Public homepages are also called fan pages, and the functions of public homepages are roughly divided into six parts
1: Post an ad on Facebook
2: Credibility of public homepage
3: Management support
4: Facebook messenger
5: Facebook Stories
6: Facebook reservation
We can publish advertisements related to our brand on our public homepage, promote our homepage to the appropriate user group, accumulate high-quality fans for our homepage, and increase the influence of our brand. If our public homepage is more active and our responses are more timely, Facebook will issue us a badge. This badge will be very helpful in improving our credibility.
03.The connection and difference between personal homepage and public homepage
Simply put, a personal homepage is a private space, and a public homepage is a business space. If the personal account is blocked, the personal account cannot be used; on the public homepage, multiple administrators can be added, and the blocking of one account will not affect the use of the public homepage.
Similarities: Both personal homepages and public homepages can post updates
Difference: Personal homepage cannot be used for commercial promotion
2. Creation and setting of public homepage
Step 1 of creating a public homepage: Click on the upper right corner to create a homepage
1. If it shows that this account cannot be created, it may be that you have used characters that are not allowed, the characters are shorter than 5, or the account has been used by someone else.
2. You cannot create an account immediately for a newly created public homepage. The number of likes on the homepage must exceed 25 people.
Step 2 of creating a public homepage: Click to select the homepage type: business or brand
Step 3 of creating a public homepage: Complete the basic settings of the public homepage
1. Home page avatar: It is recommended to use the company’s logo, no less than 180*180 pixels.
2. Home page name and creating a home page account: The name is not equivalent to the URL of the public home page (change it in the “Introduction” of the home page).
3. Cover: Change frequently to match marketing activities and themes (new & interesting & different & authoritative, etc.).
4. Introduction: company type, introduction, story (description), mission, products, website, youtube channel, contact information, email, address, etc.
5. Call to action: guide fans to the behavior we expect them to do
Basic settings and precautions for public homepage
1. Activate multi-person management permissions (Settings → Home Page User Identity)
2. Download homepage backup to reduce losses caused by account bans; merge duplicate homepages; delete unused homepages (Settings → General Options)
3. Improve the message reply speed on the homepage (Settings → Message (Message Reply Assistant)) and make customized reply settings (the reply speed will be displayed on the homepage)
4. Avoid spam/negative comments and other harassment (Settings → Users and other homepages) remove or ban a user who likes it
5. Some businesses (cigarettes, alcohol, condoms, etc.) need to set age restrictions for visits (Settings ? ? General Options ? ? Age Restrictions)
6. Brand cooperation (Settings → Cross-posting)
7. Target highly relevant audiences (Settings → Home page should be shared first)
8. Edit homepage (Settings→Edit homepage, select function options, display first)
9. Other settings
3. Management and operation of public homepage
01. Post management and optimization skills
If you want your posts to gain more attention and exposure, you must develop post management and optimization skills
For example: publish new posts frequently, highlight call-to-action buttons, join festivals, carry out quizzes or prize-winning activities, invite the audience to make choices, promote hot posts, share industry trends, share positive reviews appropriately, increase questions, etc.
02. How to boost posts
If we publish a post and feel that the post is good and the response is high, then we can choose to boost the post to give it higher exposure.
03. How to use the home page performance analysis tool to analyze the performance of posts
When our homepage fans accumulate to 100, we can use the homepage performance analysis tool to analyze the homepage. (If there are less than 100 fans, the performance analysis effect is not obvious)
Through the home page performance analysis tool, you can check the performance analysis in time. You can optimize the content and time of posting posts, pay attention to the increase and loss of fans, the reasons and sources, collect fans’ message feedback, and check the operations of fans on the home page, activity participation status, and stores. Views, etc., through the analysis of these data, we can provide optimization directions for our next actions.
04. Acquisition and operation of fans
We can adopt the following centralized methods to obtain and operate fans
1. Invite friends to like the homepage (high relevance; suitable for the early stage)
2. High-quality posts & activities to accumulate fans
3. The advertising account promotes “Home Page Like” type ads & other types of ads to naturally increase followers
4. Join groups with similar interests, add friends or send homepage content to the group (pay attention to the frequency and avoid overly marketing)
5.Giveaway activities & create discounts to strengthen relationship intimacy and create loyal fans, otherwise you will lose fans
6. Internet celebrities share to attract fans (follow relevant celebrities, receive recommendations from other related celebrities, view celebrities followed by celebrities, etc.)
7. Integrate Facebook into the website or store and import fans to the homepage synchronously
8.Hashtag (1-4 is beneficial) such as: brand exclusive and event/festival tags
In addition, groups are also an important source of fans. If you are interested, you can read below~
Extension: Facebook group
1.What is Facebook group?
The Facebook group function is an important part of the practical operation process. Humans are social animals. When they encounter questions, in addition to searching, they also ask others or go to corresponding groups or forums to find answers.
Similarities:
① They are all established based on a common characteristic or purpose, and the groups of people, characteristics, and portraits are relatively similar.
②They all have managers.
③They all have community functions such as group rules, announcements, invitations and kicking people.
Difference:
①Number of people carried.
②Privacy permissions.
③Content.
2.Four major functions of Facebook group
1. Brand maintenance: Group members are gathered based on a certain characteristic or purpose and have consistent values, which is conducive to creating brand loyalty.
2. Activity communication For the established user group, there is no need to distinguish. Promotion of website activities will get a high degree of participation.
3. User maintenance Social networking is the most direct way for people to communicate, and groups provide customers with a more convenient platform for problem feedback.
4. Customized rules Customized rules are not restricted by other groups. As an administrator, you can set the release of group content and group type.
3. How to create a Facebook group
1. A group must be established with at least three people.
2. According to the purpose setting, if it is an internal communication within the company, it can be set as a closed group in the privacy settings. If it is an industry communication group, it can be set as public in the privacy settings.
4. Reasons and solutions for blocking public homepages
01. Reasons why Facebook was blocked
If our account is blocked, then we need to understand why our homepage is blocked, and then make corresponding adjustments. Ensure the normal use of fan homepages. The specific reasons for being banned are as follows:
1. Infringement: using music and images, trademarks, etc. without copyright and permission.
2. Content: tobacco, alcohol, gambling, or adult-related content with no restrictions on visitor age.
3. Excessive forwarding: There is not much original content and excessive forwarding.
4. Fraud: The promotional content does not match the actual promotion.
Tips
1. Avoid the use of infringing content, especially music.
2. Pay attention to originality and post regularly.
3. Pay attention to the frequency and quality of ads in your personal ad account.
4. The name of the bound credit card should be the same, and the IP address and the card issuance place should be the same.
02.Solution to Facebook being blocked
If our Facebook fan page is banned, we can appeal to Facebook officially, and we can appeal here to get help.
Extension link
Facebook open platform policy: https://developers.facebook.com/policy/
Home page, group activity policy: http://www.facebook.com/page_guidelines.php
Facebook Team: https://www.facebook.com/business/clientsupport
Community Standards: https://www.facebook.com/communitystandards/