Skailit - Basic Marketing Course

🎯 Purpose

This course equips you with practical social media marketing skills — from understanding platforms and psychology to capturing leads and handing them over to Sales.

🚀 Outcome

By the end you will confidently run Facebook, YouTube, Pinterest and Quora campaigns, apply sales psychology, optimise for SEO, and operate a complete lead capture and Sales handover system.

📘 Module 5: Facebook Marketing

Facebook remains the largest social media platform with over 3 billion monthly active users. Its advanced advertising tools and targeting capabilities make it one of the most powerful marketing channels available to businesses of any size.

5.1 Benefits of Facebook Marketing

  • Precise targeting – Reach people by age, location, interests, behaviour, job title, and more
  • Increased website traffic – Drive visitors directly to your site with link posts and ads
  • Variety of ad formats – Video, image, carousel, collection, slideshow, and more
  • Customer support – Messenger allows direct customer communication at scale
  • Positive impact on SEO – Active brand pages and shared content support search visibility

5.2 Setting Up a Facebook Business Page (Step-by-Step)

  1. Go to facebook.com and log into your personal account (required to create a business page)
  2. Click the ≡ Menu and select "Pages"
  3. Click the blue "Create new Page" button
  4. Enter your Page name (use your business name exactly)
  5. Choose a Category that best describes your business (e.g., "Marketing Agency", "Retail")
  6. Add a Bio / Description — write 2–3 sentences about what your business does and who you help
  7. Click "Create Page"
  8. Add your Profile Picture — use your logo (recommended: 170 × 170 px)
  9. Add a Cover Photo — a banner showing your business or tagline (recommended: 851 × 315 px)
  10. Click "Edit Page Info" and add: website URL, phone number, address, business hours, email
  11. Add a Call to Action button (e.g., "Contact Us", "Shop Now") beneath the cover photo
  12. Publish at least 3–5 posts before inviting people so the page looks active

5.3 Setting Up Facebook Business Manager & Ads Manager

  1. Go to business.facebook.com
  2. Click "Create Account"
  3. Enter your business name, your name, and business email address
  4. Follow the prompts to connect your Facebook Page to Business Manager
  5. Add your payment method: Go to Business Settings → Payments → Add Payment Method
  6. Access Ads Manager via the left menu or go directly to adsmanager.facebook.com

5.4 Facebook Ad Formats

FormatDescriptionBest Used For
Video AdsShort or long video clipsBrand storytelling, demonstrations
Image AdsSingle static image with copyPromotions, product showcases
Carousel Ads2–10 images/videos in a swipeable formatMultiple products, step-by-step stories
Collection AdsCover image + product grid belowE-commerce, product catalogues
Slideshow AdsLightweight video from multiple imagesLow-budget video alternative
Lead Generation AdsIn-app form — no website neededCollecting emails and contact info

5.5 Creating Your First Facebook Ad (Step-by-Step)

  1. Open Ads Manager at adsmanager.facebook.com and click the green "+ Create" button
  2. Choose your Campaign Objective: Awareness / Traffic / Engagement / Leads / Sales
  3. Name your campaign clearly (e.g., "June 2025 – Lead Gen – Small Business Owners")
  4. Click "Next" to go to the Ad Set level
  5. Define your Audience:
    • Location – Country, city, or radius around a specific address
    • Age range – The age bracket of your ideal customer
    • Gender – All, men, or women
    • Detailed Targeting – Interests, behaviours, job titles (e.g., "Small business owners", "Entrepreneurship")
    • Custom Audiences – Upload your own customer list or retarget website visitors
  6. Set Budget and Schedule: Daily budget (e.g., $10/day) or Lifetime budget. Set start and optional end date.
  7. Click "Next" to go to Ad Creative level
  8. Choose your Ad Format and upload your image or video
  9. Write your Ad Copy: Primary Text (1–3 sentences), Headline (5–10 words), Description (optional)
  10. Add your destination URL and select your CTA button (e.g., "Learn More", "Sign Up")
  11. Click "Publish" — ad goes into review (usually approved within 24 hours)

5.6 Installing the Facebook Pixel (Step-by-Step)

The Facebook Pixel is a small piece of code that tracks visitor behaviour on your website, enabling retargeting and conversion tracking.

  1. In Events Manager, click "Connect Data Sources" → "Web" → "Connect"
  2. Name your Pixel (e.g., "YourBusiness Website Pixel") and click "Create Pixel"
  3. Choose "Install code manually"
  4. Copy the base Pixel code provided
  5. Paste it into the <head> section of every page on your website
  6. If using WordPress: install the "Meta Pixel for WordPress" plugin and enter your Pixel ID
  7. Return to Events Manager and click "Test Events" to confirm it is working
Why This Matters: Once installed, you can retarget people who visited your website, track which ads led to actual sales, and create Lookalike Audiences similar to your best customers.

5.7 Facebook Groups for Marketing

How to Create a Facebook Group:

  1. Click "Groups" in the left Facebook menu
  2. Click "Create new Group"
  3. Enter a name (benefit-focused: e.g., "Small Business Marketing Tips & Support")
  4. Set privacy to Private (creates exclusivity)
  5. Invite your first members and set group rules
  6. Link the group to your Facebook Page for cross-promotion

Growing and Monetising Your Group:

  • Post valuable content daily (tips, resources, questions, polls)
  • Welcome new members personally each week
  • Host weekly Q&A or live sessions
  • Follow the 80/20 rule for promotional vs educational content
  • Use the group as a lead source — offer exclusive content in exchange for email sign-up

5.8 Quick Self-Check

Q1: What are the five benefits of Facebook marketing?

✓ Precise targeting, increased website traffic, variety of ad formats, customer support, positive SEO impact

Q2: What ad format is best for collecting customer email addresses?

✓ Lead Generation Ads — they include an in-app form so users don't need to leave Facebook

Q3: What is the Facebook Pixel and why install it?

✓ A tracking code that enables retargeting, conversion tracking, and Lookalike Audience creation

✓ Module 5 Complete

  • Benefits of Facebook marketing
  • Step-by-step Business Page setup
  • Facebook Business Manager and Ads Manager setup
  • Six Facebook ad formats and when to use each
  • Full step-by-step ad creation process
  • Facebook Pixel installation and purpose
  • Facebook Groups for community and lead generation

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