Your Digital Lab | How to use Facebook effectively to grow your business
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How to use Facebook effectively to grow your business

Although the use of Facebook as a dedicated marketing platform might seem outdated in 2019, many brands are still taking advantage of its advertising services. From its customisable and unique Ads Manager, to its diverse range of audiences and users, Facebook is promoting a number of essential services to help businesses big or small to achieve their marketing targets.

So how can you actually achieve positive engagement through Facebook?

As with every big marketing push or campaign, it’s crucial to do your research. Use Facebook’s inbuilt Audience Insights software to monitor high points of traffic, learning about your existing user base through the platform itself. Which times are the best times to post at? How often do they check Facebook? When do they spend the longest on the platform and what do they do on it? The more you can find out about your audiences’ patterns of behaviour on Facebook, the better equipped you’ll be to use it well.

There are also a few key steps you can take when managing or setting up your business page. As this is the hub of your Facebook marketing strategy, and the desired landing page of your Facebook users, it’s important to make sure it covers all bases.

The first step you can take is to make sure that your page is verified (link: https://www.facebook.com/help/contact/342509036134712) as this will help it feature throughout general Facebook search listings, establishing your page as a professional service site. This can be done through a quick application process, but your page must have a profile picture, usable contact number and meet Facebook’s criteria.

Then it’s important to start building up your audience base. For this, it’s best to import your existing customer email list into Facebook’s Ad Manager – building a custom audience to kick start your campaigns. Alongside using the targeted audience that Facebook has picked out for you – based on locations, interests and age, etc… you can also carry your existing customer base over to your new marketing platform. Not only does this help to increase your sales audience, it also helps to increase your page engagement levels with new followers, shares and likes.

What can I do once my page is up and running?

For many businesses, their response times are a key part of their overall success on Facebook. With the speed percentage of your responsiveness flagged to every potential user, it’s important to keep that number high. This means responding to, or taking action with, each and every message – from SPAM messages to actual customer enquiries. The higher your response percentage, the more likely you are to gain an audience of engaged customers who feel cared for by your online team.

Helping to keep your users engaged with your site is also going to be helped along by frequent call to action buttons, reminding them to ‘get in touch’, ‘buy now’ and ‘call us’. These can be implemented in various tabs throughout your Facebook page so make sure you use them to their full effect. Just as they work on web pages and email marketing campaigns, CTA buttons can be useful prompts for Facebook users too.

What sort of content should I be posting?

Whilst the content you post and the campaigns you run on your Facebook site will always be unique to each individual business, there are a couple of universal rules and tips to abide by. For instance, making your content as open to as many diverse user groups as possible.

This means making sure your images are all correctly formatted for the Facebook web page and app, on tablets, phones and desktops. It also means making sure that all of your content works and looks good – from gifs and video media to text posts and images.

These high quality images will also benefit any paid promotions you carry out – using Facebook’s Ad Manager services. Focusing on using keywords, eye-catching imagery and descriptions and targeting the right audience can all help to boost your paid ads to the best demographic audience possible through the platform. Get to know all of the individual features, services and benefits of Ad Manager to really use it for full effect and to get the most out of your spending.

Finally, your content needs to be driving natural, organic engagement to really make an impact on your targets. Running competitions and giveaways and creating interactive posts can all help to improve engagement levels through likes, comments and shares. Viral media is also a great tool to boost traffic rates – using humour, controversy or trends to raise your business profile.

It’s also worth considering the benefits of outsourcing content and marketing services to an independent agency. This allows you to access the full potential of marketing abilities and the individual services of Facebook’s Ad Manager, without the hassle of creating masses of content.

Overall, Facebook is one of the most versatile and useful pieces of kit in your digital marketing arsenal. Take the time and do the research, and use it to truly benefit your business and brand.