Advertising a Small Business on Facebook
Facebook is a lucrative platform for paid advertising for small businesses. In 2018, 58 percent of small businesses that were using social media reported planning to increase their paid and non-paid marketing efforts on Facebook in the next year. Many small businesses could benefit from including Facebook in their social media marketing strategy.
No matter your budget, your small business should be on Facebook. More than that, your small business should be doing Facebook marketing the right way.
Here’s a list of Facebook best practices to get you started. Then, we’ll walk you through how to set up a Facebook ad.
The 3 Facebook Advertising Best Practices
Ads can be expensive, especially if you’re new to the field of paid media strategy.
Before you dive blindly into a paid endeavor that may result in actually losing money, learn more about the three Facebook best practices covered below. (Implementing these strategies can help boost your overall reach, give you crucial insights about your audience, and inform your future Facebook marketing strategy.
1. Create a Business Page
Your small business’s Facebook page should never be your personal Facebook profile. Period. Your first step should be to create a business page for your small business.
This business page functions like your business’s profile page, but with a few key differences.
- A clear CTA – Your CTA, or call-to-action, will appear as a button at the top of your Facebook page that links somewhere relevant to your business. If you have a website, you could link there. You can customize this button to say things like “Learn More” or “Sign Up.”
- Community – You can choose to add the Community tab to your small business’s Facebook page. This tab shows information like your page’s followers and likes. Additionally, people visiting your page can see if their friends follow your page and if anyone has posted photos and tagged you.
- Jobs – You can also choose to add the Jobs tab to your small business’s Facebook page. Post any job opportunities to your Facebook business page and reach qualified people.
- Offers – Adding the Offers tab to your small business’s Facebook page is a good idea if you plan to give out discounts to your followers.
There are tons of other tabs you can add to your Facebook business page.
While there are many differences between a Facebook business page and a person’s individual Facebook profile, there are similarities between the two that you should keep in mind:
- Messenger – You should definitely enable Facebook Messenger for your business page. This way, your audience can talk to you! You can answer their questions, promote events or sales, and even book appointments, all through Messenger.
- Profile and cover photos – Your Facebook business page should also have unique profile and cover photos. Use this as an opportunity to show off your awesome logo, promote an event, reveal the dedicated people behind your small business and more!
Still unsure about how Facebook business pages work? Learn more about Facebook business pages straight from the source.
2. Know Your Audience
With a business page, you’ll have access to Facebook Insights. Facebook Insights is like Google Analytics for your Facebook page. Insights can tell you a lot of important facts about your audience, including:
- Page views, reach and impressions
- Engagement with your posts, including likes, comments and shares
- Clicks on your profile (these could come from your CTA button, website, phone number or other links)
- Recommendations (users have the option to recommend your business on your business page, along with a rating)
- Views and responses to your page’s events
These metrics are important to your small business’s Facebook marketing strategy because they provide you with actionable data. Using these metrics, you can determine day and time to post content, figure out which types of content resonate with your audience, and see who is talking about and checking into your page.
Make sure you’re checking your Insights page often, as it is constantly updating. Your best days to post, as well as everything else, may not stay the same forever. Much like Google Analytics, new data is always processing.
3. Be Consistent
You may have heard the popular phrase “content is king.” It’s a mantra for all the content marketers and SEOs out there. Here’s the kicker, though: You may have some really great content on your Facebook channel, but that content won’t get seen unless you’re consistent about your Facebook posts.
Facebook post consistency means two things:
- Consistently post to your Facebook page
- Consistently post quality, targeted content to your Facebook page
Let’s tackle that first one. The Facebook algorithm favors pages that post consistently because that way, you’re feeding the algorithm a steady stream of updated content. The algorithm will then turn around and rank your page higher as long as you are constantly feeding it content. Think of it like a symbiotic relationship between your content and the Facebook algorithm.
In Facebook’s own words, “Stronger consistency prevents anomalies, i.e., unexpected behavior visible to users, and reduces programming complexity.”
All in all, it’s definitely better to post regularly. But just sticking to a timeline isn’t enough if you want high reach, impressions and engagement. Facebook wants to ensure “the organic content people see from Pages they are connected to is the most interesting to them.” That’s why it’s so important to know your audience. When you know what your audience wants to see from you, you can start giving it to them. Facebook will reward you.
Facebook Paid Advertisements
Now, you’re ready to take on the world of Facebook advertising. First things first, you’ll need to make sure your business page is synced with Facebook Business Manager. Your next step is to create your first advertisement.
Creating a Facebook ad includes the following steps:
1. Choose Your Objective
Think of your ad objective as a goal. What do you want your ad to accomplish for you? Some common objectives include:
- Brand awareness
- App installs
- Increased traffic to website
- Lead generation
- Video views
But, of course, your ad objective depends solely on what you want your ad to accomplish.
2. Select Your Audience
Using tools like Facebook Insights, you know a little bit about your audience demographics. Things like age, location and interests are part of your audience profile. Before moving forward with your ad, you’ll need to select the parameters that best reflect your audience.
3. Decide Where to Run Your Ad
Facebook owns a lot of companies. Now, you can choose where you want your ad to appear. Choose from:
- Different tabs on Facebook, such as Facebook Marketplace or Facebook video feeds
- Audience Network
- Or all of the above!
In addition to choosing your platform, you can select specific mobile devices to run your ad.
4. Set Your Budget
Depending on the timeline for your ad, you have some flexibility when it comes to setting your budget. You can enter your daily or lifetime budget for your ad. According to Facebook, “These limits mean that you’ll never spend more than you’re comfortable with.”
5. Choose a Format
There are eight different ad formats offered by Facebook:
- Photo: A single, still image
- Video: Feature a short video advertisement
- Stories: Post an ad that will show up as a user views stories
- Messenger: Facebook’s messaging platform
- Carousel: Display up to ten images or videos, each with their own link
- Slideshow: A number of still images a user scrolls through
- Collection: Display a customized collection of images
You can learn more about each ad format from Facebook.
There are more than 1.6 billion Facebook accounts that are connected to a small business Facebook page – meaning each small business Facebook page has the potential to reach 1.6 billion users So make sure you catch this user pool’s attention with high-quality content tailored specifically to their needs. In other words, if your Insights show highest engagement with photos, try using a photo ad instead of trying out something new.
6. Place Your Order
After you submit your ad to Facebook Ads Manager, it goes to Facebook’s ad auction. Ad auction is where Facebook determines the best ad to show to a user at any given point in time. Ad auctions take place whenever there’s an opportunity to show an ad to a user, so billions of these auctions happen every day. Your ad competes with other ads with the same target audience.
The winning ad from the Facebook ad auction has the highest total value, which translates to the relevancy of your ad to your target audience. Total value is calculated with three metrics:
- Bid: What each advertiser is willing to pay to have their ad served to their target audience.
- Estimated action rates: The likelihood of each ad to cause the desired conversion.
- Ad quality: Measured by user feedback to ensure a positive user experience for the winning ad. Learn what makes for a negative ad experience.
7. Manage Your Ad
Now that your ad is up and running, your job is far from over. Using Facebook’s Ad Manager, you can track your ad’s performance and even edit your campaign. In Ad Manager, you can see who viewed and clicked on your ad as well as how much money you’re spending on that ad.
In order to better understand your ad performance, Ad Manager offers the Breakdown feature. Selecting the Breakdown By Delivery option, for example, will show you information about who your ad was delivered to. You can filter this information by age, country, region or designated market area. Ad Manager also offers Breakdown By Action and Breakdown By Time options.
Monitoring your ad’s performance is important for many reasons, not the least of which include:
- Knowing if you’re spending money in the right way! If your ad isn’t performing well, you’re wasting money.
- Making sure you’re targeting the best audience for your brand.
- Use conversion tracking to analyze your ad’s performance
- Using what you find out from monitoring your ad to inform your future paid media endeavors.
Facebook marketing is a definite asset to your small business’s social media marketing strategy. Whether you want to utilize paid or non-paid Facebook marketing, our experienced team of social media marketing specialists is here to help your business succeed on every platform. Contact us now or browse our services and bring your small business from PointA to point B!
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