People come to Facebook and Instagram to explore new things, including brands and businesses. You can use Facebook and Instagram to keep in touch with customers through posts, comments, and private messaging.
With a Facebook Business Page, you can communicate directly with customers, help them learn more about your business, offer customer service, and tell visual stories.
Use Your Facebook Page To…
- Keep people updated – People can check your page for information and updates or follow it to automatically get notifications about your Facebook posts.
- Tell beautiful stories – Share updates through text, photos, videos and more to keep people interested and coming back.
People come to Instagram to express themselves, be inspired, and take action on posts. Businesses use Instagram marketing to show their brand personality, find customers, and promote products and services to an engaged audience. You can also connect one Facebook page to your Instagram profile.
Businesses of every kind are marketing on Facebook to get discovered, provide information, capture attention, show off products, collect leads, and boost sales. These strategies work seamlessly on mobile devices and show up in the places where people are spending their time.
Facebook advertising can be extremely cost effective, but to achieve the right results, you must acknowledge that it is NOT ALWAYS FREE. At the very least, you must assign someone to manage your Facbook page to keep it current and interesting.
Facebook Advertising – “Paid” Versus “Organic” Reach
There are two ways to reach customers through your Facebook page: paid reach and organic reach. Facebook defines organic reach as “the total number of unique people who were shown your post through UNPAID distribution.” This means those people saw your ad because they already liked your Facebook page, one of their Facebook friends shared your post, they found your Facebook page by directly searching for your business name or by searching for a hashtag (#) used in your post, or other methods that rely on customers doing the work to find your posts.
Facebook paid reach (or paid advertising) allows your message (for a fee) to be brought directly to potentially interested customers based on a wide range of audience criteria that you select. Those posts will show up as “sponsored ads” directly in someone’s Facebook news feed or in the column that appears directly to the right of it. Customers don’t have to search for anything to see these ads. They show up automatically as they are browsing through Facebook.
Creating Your Facebook Advertising Plan
The best Facebook advertising is developed with a plan. There are different formats, rules, and options for accomplishing particular goals in the world of Facebook.
It is imperative that you …
- Establish your business goal, the reason you’re running the ad
To choose the right ad objective, answer the question: “What’s the most important outcome I want from this ad?” It could be sales on your website, downloads of your app, or increased brand awareness.
Do you want to …
- Drive discovery? – Encourage people to explore your products online or in person? Create awareness by prompting people to browse your website, app or store?
- Generate leads? – For example, do you want to generate 100 new page “likes” a month, building your customer base?
- Boost Sales?
- Earn Loyalty?
- Define Your Audience.
Develop an understanding of the people you want to reach. Whether you want your ad to be shown to people based on age, location, or hobby, Facebook can help you connect to the ones who are likely to be interested in what your business offers. The audience you select when creating your ad can be as narrow or broad as you like.
Consider that you can find people using these options:
- Location – Whether next door or across the world, reach people in the cities, communities, and countries where you want to do business.
- Demographics – Select an audience based on age, gender, education, relationship status, job title, and more.
- Interests – Choose the interests and hobbies of the people you want your ad to reach, from organic food to action movies.
- Behavior – Select people based on their prior purchase behaviors, device usage, and other activities. For example, if you’re a garden center, you can target people who’ve recently invested in outdoor living.
- Connections – Reach people who are connected to your Facebook page, app or event, or exclude them to find new audiences. For example, if you want new page likes, you can exclude people who already like your Page.
- Establish a daily or lifetime budget for your paid ads
This will vary based on the “area” you want to cover and the audience make-up. It could start as little as $1 a day.
- Develop or procure photos or videos to feature in your ad that express your personality or brand and convey your story.
And, finally, you should…
- Measure and track your results so that you can make changes to optimize the effectiveness of your Facebook efforts.
In the case of Facebook ads ROI, you could track a number of different actions:
- New page “Likes”
- Post-level engagement
- E-mail opt-ins
- Website click-throughs
- On-site sales or lead generations
With Page Insights, you can see exactly how your Facebook Page is helping you accomplish your business goals.
Need Help With Your Facebook Advertising?
Let Greensmith help you establish your plan, organize your campaigns, and get results to achieve your goals!