Facebook Marketing Guide

Facebook Marketing Guide

Introduction Facebook provides a great platform to help promote your agency online, acquire new clients and retain the ones you already have. Businesses are using social media sites like Facebook to communicate and interact directly with consumers in ways traditional marketing cannot. As you develop your presence on Facebook, it's important to think of your fan page as a community where dialogue between your agency and fans of your business should be encouraged. Once you've created your Facebook fan page, configured your settings and made a few posts, you need to start driving people there. There are many different ways, both free and paid, to get people to "Like" your page. Facebook recently created a site dedicated to using Facebook for business purposes. Visit business to learn how to grow your business with Facebook's powerful marketing tools and for more information about free and paid marketing techniques. There are also a wide variety of applications available on Facebook to help you with your online marketing efforts. You can create custom welcome pages, contests, events, coupons, polls and other tools directly on your fan page to help engage consumers. Detailed information on setting up specific Facebook apps can be found by searching the Help Center.

Facebook paid advertising Options Facebook Marketplace Ads (Displayed in the advertising column on the right side of Facebook pages)

? Go to and log into your personal Facebook account ? Scroll down to the bottom of the web page, and click on Advertising. You can also access this section directly by going to

advertising ? Click the green Create an Ad button ? Choose the destination where you want to advertise by selecting either your agency website or fan page ? Design your ad with a catchy title, body and image (agency logo) ? Next, specify the type of audience you'd like to reach by selecting specific locations, demographics and interests to create a highly

targeted ad ? Choose your campaign pricing & scheduling:

?? Facebook uses a cost per click (CPC) method, meaning you only pay when a user clicks on your ad ?? You choose your daily budget (minimum $1.00 per day). Once your ad reaches the daily limit you specify, it will disappear from ?? Facebook until the following day ?? You need to bid on how much you want your CPC to be (Facebook suggests a minimum of $1.42 per click) ? Click the blue Review Ad button after you have completed the form ? After reviewing your ad, click on Place Order ? Select your billing options on the next screen ? After your ad is approved and your bid is accepted, your ad will start being displayed to your target audience ? Use the Facebook Ad Manager to review detailed metrics and reports to help improve ad performance

Sponsored Stories (Displayed in the News Feed, rather than off to the right side like a typical Facebook Ad) ? Sponsored Stories are triggered when someone "Likes" or interacts with your fan page ? A story about their action on your page then appears on their friends' News Feeds ? The number of Sponsored Stories you can generate is directly related to the amount of action people take on your fan page ? You will need to set a daily budget and bid price in the same way you would for Facebook ? Creating a more engaging fan page will help generate more Sponsored Stories

(Facebook is a registered trademark of Facebook, Inc.)

Facebook metrics Facebook Insights: ? Facebook Insights provides a way for fan page owners to track page activity and measure how well their advertisements are working

through detailed analytics ? To start tracking metrics on your Facebook page, go to the Insights Dashboard at insights ? Click on View Insights in the right column of your fan page at any time for tracking updates Maximizing ROI: ? Perform split testing: Rather than mass-messaging a huge audience, run a few different ads aimed at different audiences and measure

their results ? Link your ads back to your Facebook fan page, and enhance your page with timely events, interesting videos, polls, eye-catching

photos and other content that fans can interact with ? Highlight special offers or unique features that differentiate you from your competition in your ads ? If your ads are not receiving many clicks, increase your bids or modify ad content using action words ? If your ads are not reaching enough users, expand your target audiences

Facebook integration Integrate your Facebook presence with your agency website and email signatures to increase exposure! Website integration ? Visit business and click on Platform ? Scroll down to the Make your site social section ? Click on the social plugins link to add features including a "Like" button and Facebook activity feed to your website Email signature integration ? To perform this task, first you need to have a Facebook logo saved on your computer. You can download the official Facebook logo at

or search Google Images. ? Once you have a logo file saved, open your email signature editor and insert the logo below your contact information. All email clients

are slightly different, but this can usually be accomplished by right clicking in the space where you want the logo inserted and selecting the option to insert image. ? After the image has been inserted, you need to link it to your Facebook page. Right click and select insert hyperlink, or click the button with an image of a globe with chain link in your signature editor. ? Copy and paste the URL associated with your fan page into the hyperlink box and then click save. ? People you send email messages to can now click on this image in your email signature to take them directly to your Facebook fan page!

The Travelers Indemnity Company and its property casualty affiliates. One Tower Square, Hartford, CT 06183 This material is for informational purposes only. All statements herein are subject to the provisions, exclusions and conditions of the applicable policy. For an actual description of all coverages, terms and conditions, refer to the insurance policy. Coverages are subject to individual insureds meeting our underwriting qualifications and to state availability. ? 2013 The Travelers Indemnity Company. All rights reserved. Travelers and the Travelers Umbrella logo are registered trademarks of The Travelers Indemnity Company in the U.S. and other countries. PL-15608 Rev. 5-13

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