Definition[ edit ] Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions" of a business aimed at achieving customer interest and satisfaction.
You're welcome to read a section or two, as time permits, and then come back and read the next section and so on and so forth.
I did not want to take short cuts, I did not want to rush through critical concepts, hence the post is long. But if you read it, I promise, you'll see Facebook marketing, advertising and analytics in a completely new light.
Metrics are a problem. But that is not all there is to it. It is a "what you actually do with it" problem.
In almost all other types of advertising today our purpose is simple. When you run a search ad on Baidu or display ad on AOL or participate in AdSense or…the objective of your advertising is holy grail time now…: You can measure like crazy what happens when that advertising results in a visit.
If you are new to analytics, maybe you obsess about the wrong thing impressions. But you spend almost all your time measuring bounce rates and business report example marketing campaign views and time on site and all that other ok stuff.
As you mature you start measuring things that really matter, macro and micro conversion rateseconomic valuevisitor loyalty. All the things that directly tie to the bottom-line of your company, which you can tie to Net Income driven by digital.
As you go from maturity to true wisdom, you add multi-channel analytics and prove the value of digital on your offline existence catalogs, store purchases, call centers, etc. And then beyond, to measuring your Net Promoter Score or the latest flavor of the month customer centric metricetc.
And if you want to go beyond trivial effort, you can show offline and non-line impact. But all this changes when it comes to Facebook.
At the most macro level we don't participate on Facebook to get people to come to our digital existence. We participate on Facebook to engage with people via our brand pages, and those people just stay with us on Facebook. Maybe some of them remember our brand name and our products Lord knows we are pimping ourselves aggressively on those brand pages when it is time for them to make a purchase.
Yes, you can also buy display advertising on Facebook to drive people to your site.
Here's a good example. Facebook is suggesting that I run an ad for my brand page using a reply I'd written in a post a little weird to run an ad on a reply to someone else, but you can see how you could run an ad for your brand page: Introduce my brand to a big audience, mil in the US per Facebook though consider this number as "general guidance" and not realityor be more targeted with my ad and money and target a smaller, more relevant audience by their demographics, interest categories and other dials that Facebook empowers me to leverage.
Another ad format you can use is the Promoted Posts format. I can post something on my brand page and then leverage Facebook's massive audience to get them to see my awesome post and get more of them to engage with the post and my brand.
Here's what that ad product, and set up, looks like: For fifty bucks I can reach 14k to 26k people based on my ad targeting options. Hopefully some of the people who already like my brand page will come to read the post and engage with me helping me bust through the limits placed on my reach by Facebook EdgeRankand fingers crossed perhaps some of their friends will see my post and Like the post or Like my brand page and maybe visit it again in the future.
By creating a Facebook brand page for your company and spending money on Facebook Advertising, as with the two ad options above, you are using your Facebook investment to:Start a free trial now. Small business owners have a lot on their plates. Most are forced to cover every aspect of their business, from hiring and firing to sales, and everything in benjaminpohle.com leaves little time to dig into the nitty gritty of digital marketing.
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Discover hundreds of marketing statistics and metrics on social media, content marketing, lead generation, email marketing, SEO, sales, and more.