Beyond the Basics: Facebook Advertising

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Are you on Facebook but haven’t figured out the right way to advertise? Never fear, this article will help expand your reach to new levels. With the right merchandise, messaging and marketing guidance, you can have customers telling the world (literally) how great your store is. If you are in need of an intro to Facebook, check out this post for some helpful tips!

Before we dive into Facebook, let’s chat holiday marketing. Why? Because 47% of consumers started thinking about gift ideas before November even started! Wish lists are being built and shared via social media platforms as we speak. It’s time to join the conversation. So, for this session, we will be marketing hot trends and reliable favorites for the holidays. Make sure you follow Stuller on Facebook, Instagram, and Twitter right away to download content to use on your platforms. If you’d like to diversify your assortment, check out how Stuller is wrapping up 2016 in style.

Facebook Advertising: The most powerful word of mouth tool

Facebook Advertising is a powerful tool with more than 10 different types of campaigns to choose from. To keep things simple, we’re focusing on Boosting posts today. Are you ready? Let’s get social.

Step 1. With your Facebook store page open, click in your status bar to create a post. Here you will upload one of the holiday images we’ve provided and write a short, compelling caption to attract customers. Click Publish when your copy and image are both displayed in the status bar.

Facebook Advertising Stuller Inc. Screenshot

Step 2. Check out your brand new post. Does it look exactly the way you want? Great. Next, click Boost Post.

Facebook Advertising Stuller Inc. Screenshot

Step 3. Now, define your audience, budget, and schedule. Don’t worry, further explanation to follow.

Facebook Advertising Stuller Inc. Screenshot


Defining and Refining: Making Facebook Work for You

1. Let’s define your audience

This is essentially who you want to see your post. Facebook gives you three targeting options to hone in on exactly the kinds of customers you would like to target. Those three options are—

•  People who like your Page

    Use this option to target many of your current customers

•  People who like your Page and their friends

    Use this option to target current customers and their Facebook friends

•  People you choose through targeting

    Use this option to pinpoint location and demographic specifics


Our recommendation: Opt to target either People who like your Page and their friends OR People you choose through targeting.

Why? Because the first option allows you to engage previous customers and new potential customers with similar tastes, while the second option allows you to engage those within a certain location that meet any demographic criteria you may set.

If you choose People who like your Page and their friends, you are done defining your audience and can move down to Number 2. If you choose People you choose through targeting continue reading…

The Edit Audience screen will pop up. Here you can choose the gender, age, locations, and interests you would like to target.

Our recommendation: Set the Location to your city and choose an appropriate mileage radius. For smaller towns, a 25-mile radius might be good, whereas a smaller radius of 10 miles might be best for denser, metro areas. That’s all you have to do. If you want to get a little fancy, you can play with gender and age options or add in some interests such as jewelry or fashion when prompted, but filling out each of these boxes is not required.

Facebook Advertising Stuller Inc. Screenshot

All this time while we were keeping our friends and family informed of our interests and hobbies, Facebook has been gathering this information from your profile to deliver the most relevant content to the right people. Facebook now acts as your personal market researcher, advertising team, and analytics tracker. It’s brilliant, right?


2. Choose Your Budget and Duration

Under Budget and Duration, you will choose how much you would like to spend and how long you would like your Boosted Post to run. Don’t know where to start? Try entering a Total Budget of $5 and running the ad for two days. In this case, you would spend $2.50 per day. After the two days, check out the results and determine if you would like to change your spending or duration. Determine what works best for your audience. *Important Note: Stuller has never spent more than $20 on a Boosted Post!

So try it! Get comfortable with the process without breaking the bank. You’ll be amazed at how so little will get you so much. As you adjust your budget and duration options, notice the changes in your Estimated People Reached right below. This is a good tool to use to project the possible outcome of your campaign.

Facebook Advertising Stuller Inc. Screenshot

3. Review Your Ad

Preview your ad on the right-hand side on both the desktop and mobile news feeds. If everything looks good, it’s time to click the Boost button.

Facebook Advertising Stuller Inc. Screenshot

If this is your first time using Facebook advertising, you’ll be prompted to fill out your payment method and other details. Once your account information has been processed and your ad has been approved, it will begin delivering to your unique target audience. Feel free to check in on your ad occasionally to see how many people it’s reaching and if they are liking and commenting on it.

While you wait for customers to engage, check out more products that Stuller has to offer and stock up on all the things you’ll need to close the holiday sales coming through your door.

I’d love to hear how successful your Facebook advertising campaigns are, so comment below with questions and stats. Also, check back for a follow-up post on how to maximize your Facebook advertising campaigns now that you have gotten your feet wet.

5 Basic Facebook Tactics to Spruce Up Your Page

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I get it. Social media is intimidating. It’s demanding. It’s down-right scary. I mean, let’s face it, anything that delivers 1,350,000,000 Google results in 0.38 seconds can’t be that easy.

WRONG. It can be that easy. In fact, I’m going to show you just how easy it is to promote your business on social media with these five basic Facebook tactics that take five minutes or less.

Change your cover image

Yeah, that whopping image at the top of your business/personal page. It’s called your cover image and it’s a huge canvas to showcase what your business is all about.Try showing:

  • Images of new pieces
  • Bestsellers
  • Themed items for the season
  • Something personal like your staff or store event.

Another plus to changing your cover image? The act of changing the image is treated as a status update. So, if you’re not sure what to post or are lacking content for the day, change your cover! Simple as that.

Basic Facebook tactics Cover Image


Lean on your favorite vendors

It’s likely that the vendors you order from daily also participate in social media. It’s one big conversation, after all, right? So, lean on them for content if you don’t have time to work on your own. Industry publications are great resources as well.For easy access to these vendors, add them to your “Pages to Watch” under your insights tab. And don’t forget to add the link to your website so your customers know exactly where to buy.

Basic Facebook tactics Pages To Watch


Expand your horizons

Your social content doesn’t have to revolve around jewelry just because it happens to be the industry you’re in. Inspiration can come from anywhere. Try posting about things that motivate you, things you enjoy doing, places you’ve been and your experiences. From food to travel, anything goes on Facebook! And showing many facets of your personality gives your customers something to relate to.

Basic Facebook tactics Expand Your Horizons


Offer exclusivity

Just received those new pieces? Having a sale soon? Give your Facebook fans a sneak peek at what will be in your store before you actually put it out. They’ll appreciate feeling like they’ve been included.

Basic Facebook tactics Offer Exclusivity


Update your status regularly

What have you been up to? That’s the basic question that lives in your Facebook status box. If you’re at a loss for what to post, try simply answering that question. Customers love to know what goes on behind the scenes; it builds trust and keeps you top of mind.

Basic Facebook tactics Update Status

One side note. All of these basic Facebook tactics can be accomplished using your handy- dandy smartphone. Even if you don’t have time to post the image right away, keep it stored on your phone for a rainy day.

Happy posting!

If you feel like you’ve completed these basic Facebook tactics, here are a few Instagram tips for beginners. 

How to Tailor Your Social Media Approach

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Tailor Your Social Media

Social media looks a lot different today than it did when Facebook hit the scene in 2004. Today there are over a dozen social media outlets to choose from, and if you’re like some, you’re only now realizing the full selling potential of each platform. Now is a great time to dive in, especially with the holiday season fast approaching. But, you’re saying, playing catch-up now feels completely overwhelming. Not to worry. I’ve highlighted the three most popular channels that you should aim to cultivate in your marketing efforts. But don’t think you have to try all the social platforms at once. Each one has its own niche and demographic (or in your case, a potential customer). Use this guide below to tailor your social media approach and find out which channels you should focus on first.

social media Facebook logo  Facebook

What was once exclusively a place only for college students has developed into a place for the whole family to have a conversation. However, when the executives at Facebook made the decision to open up the floodgates, it came with a backlash that we are currently seeing today. While Facebook has over 1.2 billion followers, its growth rate is slowing, particularly among the under-30 crowd. So now the majority of Facebook users are between 27 (the last of original users when it was exclusively for the college set) and 70. Some of the most active users on Facebook currently are Baby Boomers. This is great news for you because this demographic has the most disposable income. Facebook is a great place to start first and master if you haven’t already done so.

social media instagram logo  Instagram

A good friend once told me that only old people are on Facebook; all the young people, she said, are on Instagram. (Mind you, my friend is 27.) If you want to meet those youngsters, you’re fortunate because Instagram is the most user-friendly of all the social media channels. The only thing you have to worry about with this one is posting images. And, lucky for us jewelry isn’t hard to make look pretty. Since parents of teens and young adults haven’t made the switch yet, this channel is perfect to post your trendier price point items, as well as those “wow” pieces that will get these customers into your store. Save the classier, traditional, higher-priced items for Facebook. Plus, Stuller helps you out by providing you great seasonal images of jewelry ready for you to use. Just simply share them or copy and paste them on to your page. These images don’t mention Stuller so they are ready for you to brand as your own.

social media pinterest logo  Pinterest

Do you know someone who planned a wedding recently? Chances are good that their first go-to to discover the latest trends was Pinterest. Major life events are now planned on Pinterest, which makes this a perfect avenue to host your bridal jewelry offering. And don’t forget when posting your bridal pics that the big event includes more than just the engagement ring. There are the wedding band, day-of-wedding pieces, and bridesmaid/groomsman gifts as well. Example of this type of idea can be found our Pinterest page. Check out how we showcased this years Oscars.

So, next time you find yourself stressing out about social media, or fearful to dive in, start with one first and do that one well. Baby steps will ensure lower levels of frustration and help you to develop a strong following in one of the channels. And, for tips and images, you can use be sure to check back to one of our social streams.

Looking for ways to boost your social media presence? Read here for five easy Facebook tactics and here to go beyond the basics of Facebook advertising!