Improve your Facebook presence

Facebook has 30 million users in the UK and 1.5 billion users’ globally. On average Facebook users check their feed 14 times per day, presenting a great opportunity for small to medium businesses (SMEs) to connect with a large and highly engaged audience.

Social metrics are great but make sure you take advantage of Facebook's business metrics. Facebook has come a long way from a platform to connect you with friends and family. Now a powerful marketing tool used by large and small companies alike - it allows businesses to easily reach global or hyperlocal audiences.

So how should you use Facebook to promote your business? 

Target the right audience for you.

Facebook has a number of solutions to help businesses reach the right people

Standard Targeting - this allows you to refine the target audience for your ads based on location, demographics and interests.

Custom Audience – this allows you to handpick the audience you want to reach. Create a list of the people you want to reach by providing their emails or phone numbers and upload them to Facebook.

Lookalike Audiences – this allows you to reach people who are likely to be interested in your business. They are modelled after a “seed audience” that you choose, such as people who have liked your Page, visited your website or converted to becoming customers. 

Consider your advert content and placement carefully.

Create content that is relevant to your target audience and in line with your brand values and place it where your customers are likely to be.

What is the correct format for your content? Pictures vs. videos vs. infographics vs. text? Think about what format will help you convey your message best and engage your audience.

Where should you place your ad? Is it Desktop News Feed, Mobile News Feed, Desktop Right Column or the Audience Network. Consider the online habits of your audience when deciding where your ad should appear.

Use the relevance score to improve your content and lower the cost of delivering ads. Facebook calculates a relevance score (between 1-10) for each ad based on the feedback your content is expected to receive from its target audience. You can use the score to test ad options before running a campaign. The higher the ad’s score the lower the cost of delivering that ad.

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Choose the type of bidding that matches your business goals.

Facebook offers three types of bidding that aim to optimize for different goals. The bidding options elect how you want to be charged for delivering your ad.

CPM – is the cost for 1000 impressions on your ad. Think of it as paying for views, the first time your ad is featured in someone’s News Feed, mobile News Feed or right column ad will count as an impression. This type of bidding style may be a good choice if your goal is to build awareness around your brand.

CPC – is the cost per click. This format means you pay for every time someone clicks on an ad that takes them to your website. If your goal is to drive people to a page on your website through an ad link, then cost per click is the best option for you.   Optimized CPM – is the cost for 1000 impressions optimizing for a specific type of conversion. Your ads are shown to people who are more likely to take the desired action. If there is a specific action you are looking to drive on your website, then this might be a good choice for you.

Optimized CPM – is the cost for 1000 impressions optimizing for a specific type of conversion. Your ads are shown to people who are more likely to take the desired action. If there is a specific action you are looking to drive on your website, then this might be a good choice for you.

Companies using Facebook to grow their business have a plethora of features and tools at their disposal. To learn more visit www.facebook.com/business  and www.facebook.com/blueprint for guides and tutorials

Written on in Business Insights