Should You Be Using Facebook Advertising? Five Things a Small Business Should Consider First
Facebook can be an intimidating place for a small business. That fun and sociable site you use regularly to keep up with friends and family, suddenly becomes a mindboggling minefield when it comes to using it for business – and advertising! Yes, there are so many different people all over the world using Facebook, but how can you make sure you reach just the right ones, and how do you convince them to spend money with you…without blowing your budget in the process?
Luckily, I’m on hand to help you out with a few pointers that will keep you on track and in control as you start getting to grips with the wonderful world of Facebook advertising (and believe me, it is wonderful when you know how to use it!)
1.Set Up a Dedicated Business Page
Don’t even think about trying to grow your business through your personal Facebook Profile. For one thing, it’s against Facebook’s T&Cs, meaning not only are you breaking the rules, but also the system will be actively working against you – and that’s a hassle you really don’t need.
Once you’ve set up your fantastic new business Page, you’ll notice all kinds of weird and wonderful widgets specifically designed to help you generate more business by turning leads into customers.
You’ll be able to categorise your business, describe your products and services, set up enticing offers, send people straight to your website, encourage them to sign up for your newsletter and even allow them to download resources. Every click, Like and engagement people make with your business page become leads which can then be transformed into business later on, not a bad deal when you think about it!
2.Organic Reach is Dead
‘Organic reach’ – in other words the views, Likes and engagements a Facebook post will naturally attract without any paid advertising – is only around 2%, which is a staggeringly low amount by anyone’s standards.
But it’s easy to understand the reason why it’s so low, when you think about the millions of Facebook users out there and conversely, the millions of fleeting posts and updates people are bombarded with whenever they log into their accounts. If you rely on organic reach alone, it means plenty of people will miss out on seeing what you could do for them…and why should you miss out on all that potential business when you don’t have to?
3.Target Your Audience
Before you set up your first campaign, take a little time out to think about who you really want to attract with your business page, posts and advertising. Who are the people most likely to spend money with you, where do they live and work, what are their interests and what age range do they fit into?
Once you’ve targeted these people, Facebook will do the rest of the work and find them for you. Your ads and posts will be shown only to them, meaning you’re not wasting precious time, money or both.
Not only that, but you’ll also be able to set up different target audiences for different campaigns, vastly increasing the chance that the content you’ve worked on so carefully will be seen and actioned by exactly the right people.
(Basically, if you don’t target your audience then you’re subjecting your meticulously produced content to pure randomness. I’m not saying randomness isn’t a fantastic thing every now and again, but it’s a proven time waster in the world of advertising!)
Still not 100% sure how to choose the right audience for your Facebook Advertising? You may want to have a look at the questions and answers from last week’s #30MinsMarketing Tweetchat.
4.Set Your Budget
With all its business-boosting tools at your disposal, it would be easy to think you’d have to pay through the nose to advertise on Facebook. But you’d be wrong!
The cost of advertising on Facebook is actually set by you, when you enter a budget at the beginning of your campaign (for example £3 per day). You won’t pay any more than this unless you adjust the amount along the way, and because you can choose your own budget, you won’t break the bank trying out a number of different campaigns with your chosen audience, from downloading resources to encouraging webinar signups, to boosting a particular post (say for a fantastic blog post you’ve written all about Facebook advertising!) There is so much you can do…
5.Track – and Act On – Your Results
…and so much you’ll be able to see, because Facebook will track and measure all activity taken on your ads, even telling you how much each lead has cost from your overall budget, so you’ll easily be able to calculate the value of each campaign to see what’s working. This means you’ll be getting the very best value for money, simply because you can carry on with what you know is working well and stop what definitely isn’t!
Want to know more about how Facebook advertising can help your business? Come along to my half-hour Tweetchat at 6pm on Tuesday 24th January. Simply post a Tweet using the hashtag #30MinsMarketing and you will get an answer from me or my colleagues Minal Patel and Sam Bailey.