Facebook for business
December 7, 2018
Why should my business use Facebook?
The third article in our series on the use of social media platforms by businesses focusses on Facebook and why it’s a great tool for businesses to use as part of their wider marketing strategy.
Created in 2004 there is barely a person over the age of 18 without a personal Facebook profile. But Facebook isn’t just for personal use. Although a comparatively new feature of Facebook, Facebook for Business is proving an effective tool for many businesses.
Firstly, what is Facebook for Business?
Facebook for Business is a FREE public profile page that you can create for your business. Similar to personal profile pages, you can use your Facebook for Business page to promote your product, service, events, announcements and more by posting status updates and photos linked to your business. Pages are separated from personal pages and can be fully branded and personalised to match your business’ visual identity.
So why should your business use Facebook?
- Your customers ARE there!
Facebook is the most popular social networking site in the world. As at February 2018 there are over 2 billion global users on Facebook.*
Need more convincing? Ok, well these users span from 13-65+ years old with the most active users being between the ages of 18-34. Users are male and female and based all over the globe including India, the USA, Brazil, Mexico, Thailand Turkey and of course the UK.
Further, you only have to think about your own social and professional circles to know that users could work in any sector, doctors, bankers, shop assistants, nurses, childcare workers, public sector workers, HR professionals, recruitment agents; the list is endless.
- Engagement with audience
So with all these users on Facebook, the key reason for utilising a Facebook for Business page is to actually be able to engage with them (or at least your targeted share of them). The beauty of Facebook is that you can do this in a variety of ways.
Firstly, you could just utilise it as a free marketing tool to post and share content that your audience can interact with. Think product or service updates, events, business news, sector related news, videos, infographics, photos, polls, competitions and messenger for instant conversations with customers.
Secondly, you may want to consider the paid for advertising on Facebook to attract your audience. It is some of the most reasonably priced, effective, and targeted advertising we have ever come across. Due to the comprehensive algorithms utilised by Facebook, if you choose to run an ad campaign with them, you can be selective as to when, where and to whom those ads are targeted.
- Goals and Measurements
If you do choose to do advertising with Facebook, as you may expect, it has some of the most sophisticated goal and measurement tools of any social media platform. Unlike traditional methods of marketing, which can often be difficult to fully measure, Facebook can help you set goals and measure outcomes in a highly effective way.
In terms of the advertising, right at the outset of the campaign you are asked to choose:
- An objective – this could be brand awareness or conversion or something else;
- A target audience – this can be as narrow or as wide as you like;
- Location i.e just Facebook, other apps and include mobile devices;
- A budget – either daily or for the lifetime of the campaign;
- A format e.g a photo or a slideshow.
Facebook then allows you to track the ad campaign with its Ads Manager and make tweaks as you go along if it’s not working as successfully as you would like.
By setting these goals at the start of the campaign it makes it much easier to measure and see if your campaign has been successful at the end.
Further the detailed insights within the Facebook analytics help you to see day by day who has visited your page, what posts have received ‘likes’ and ‘shares’, what the reach of your posts is, how engaged your audience is and whether you have increased your page followers. This is all really useful information when considering the future direction of your marketing strategy.
- Helps with SEO
If you are in a competitive sector, we all know how difficult it can be to appear on the first page of Google searches. A website and a Google Business page and some Google Reviews all help. But did you know that a Facebook for Business page can boost this even further?
Is it the right tool for all businesses?
This is a bit of a controversial question. A few years ago we might have suggested that Facebook for Business was only suitable for certain types of businesses, specifically those in the B2C market, probably selling a product rather than a service and where purchases are often made on an ‘impulse basis’.
However, Facebook has become such an integral part of our daily social media lives, that we have noticed a sea change in the types of businesses not only using Facebook for Business but having tangible success from their efforts.
Businesses of all shapes and sizes are utilising Facebook to connect with their customers. Only a few years ago we would not have seen many professional services utilising Facebook. Now solicitors, accountants, HR consultants and more post regularly on their business pages to engage with clients, drive traffic to their website and ultimately boost sales.
The potential for businesses on Facebook is huge no matter what size or sector your business is in. So, what are you waiting for? Now is the time to be utilising the power of Facebook for your business.
We’ll be sharing our top tips to help you get the most out of using Facebook in a future blog. However, if you want to get ahead of the game, why not give us a call on +44 (0)7740 872852 and see how we can help you get things underway?
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