Facebook for Business: How to use it effectively

Synopsis

Facebook has approximately 2.27 billion worldwide user accounts on their platform. That’s about a third of the world’s population. The scope to market your business here is huge. But, not all of those users are going to be the right fit for your company. In fact, the vast majority of them won’t be. Like any marketing channel, the trick is finding your audience and putting together a strategy that will allow you to maximise your appeal to them.

Like it or loath it Facebook is here to stay and has been a powerful force so far in the 21st century influencing customers, users and even elections. It’s now the largest social media platform and can play a vital role for your business. Here’s why it’s so important:

• 30 million people in the UK are on Facebook (half the population)
• There’s money! Just under 60% of 52 and 71 year olds are active users
• Facebook can tell you more about your customers than any other service

So just who uses Facebook?

Facebook has approximately 2.27 billion worldwide user accounts on their platform. That’s about a third of the world’s population.

The scope to market your business here is huge. But, not all of those users are going to be the right fit for your company. In fact, the vast majority of them won’t be. Like any marketing channel, the trick is finding your audience and putting together a strategy that will allow you to maximise your appeal to them.

So, who is using Facebook in the UK in terms of demographics? The figures look like this:

• 79% of social media users in the UK have a Facebook account
• That breaks down to 30 million total users (half the UK population)
• 80% of users are 23-37 year-olds
• Just under 60% of 52-71 year olds are active users

Facebook Revenue

Understanding who uses Facebook so you can put together targeted campaigns is one thing. But how much money should you spend and what sort of return can you expect back?

A good indicator is to understand Facebook’s average revenue per user (ARPU). They do not reveal a breakdown by country, instead focussing on region. Currently the Facebook ARPU for Europe is approximately $8.80/£6.93. Facebook’s total advertising revenue in 2017 was just shy of £36 billion.

Obviously, you cannot be expected to rack up anything close to these staggering figures. But the point is clear: there is a significant opportunity for businesses to achieve strong returns from their advertising spend on Facebook.

What works well on Facebook?

In order to start seeing some of those returns, you need to identify a marketing strategy that will encourage people to interact with your content. A lot of businesses waste valuable time and money rushing in without researching and planning the best way to get the most out of their budget. Here’s how to get the most bang for your buck on Facebook.

1) Focus on visual content instead of links

There is no better way to convince potential customers about your product than by getting current customers to endorse it for you.

2) Encourage sharing and discussion

Engage with your audience by running giveaways and encouraging them to share your content. Talk with them online and get them excited about your products and brands.

3) Create strong video content

Video marketing is on the rise everywhere. There are a host of Facebook video tools available, including their own Boomerang app. Short bite-sized videos always work best

How to target your ideal customers

Facebook is THE leader in information. Over the years they’ve built up huge amounts of information about their users and this is now all available to you as an advertiser. In many cases the Facebook algorithm has become so sophisticated it knows people better than they know themselves.

In order to create a successful Facebook ad campaign you’ll need to have some basics down first:

• Have a well worked out target audience
• Identify their needs and pain points
• Have a simple, clear proposition

Look beyond seasonal advertising campaigns to create a strategy that works all year round. Facebook ads put you directly in front of your target audience. Once you know who your customers are you can fine tune the campaign using a variety of options:

• Target by age, gender, language, interests and by connections to your pages
• Engage with customers through videos, shares, discussions and competitions
• Demographics show all age groups use Facebook – find the right one for your business

Groups, why they’re important and what works

Facebook groups allow you to interact directly with customers to drive awareness of your brand. The platform encourages a community atmosphere, which means campaigns should always be created with that in mind. Key factors to remember are:

1) Set your goal

What do you want to achieve from creating a Facebook Group? This becomes the base for how the campaign will be constructed.

2) Customer value

How do you want your customers to benefit? What will they get from joining your group? They have to see the value in being a member
in order to join.

3) Keep it informal

Make the group too salesy and people won’t engage. Let them talk and don’t get involved in every conversation trying to advertise or sell the product or service.

Keep in mind that groups can be an amazing way to get to know more about your target customers, what they’re looking for, their problems and how they go about taking on board recommendations.

It also allows you to find out what language they use so you can talk clearly back to them in your copywriting. So if you are privileged enough to become a member of a group play it cool!

Facebook Stories

Video content is growing on every platform and using Facebook Stories is a great way to connect with your audience. Facebook themselves have said that their Stories will become their most dominant form of social sharing in 2019. Within 14 months of launching, Facebook Stories had 150 million active users per day. They are short, punchy videos or slideshows that last for 20 seconds.

You can create them easily on your smart phone. However, they do delete themselves after 24 hours, so the content needs to be concise and to the point. Facebook Stories allow you to show the human side of your business to connect with people outside of the formal business customer relationship.

Our 7 Step Process to build up your Facebook Business Page

With Facebook continuing to grow, any business serious about growing their online presence needs to have a strategy they can implement on the platform. But with so many potential customers to sell to, you must have a defined marketing approach that will make the most of your resources.

1) Implement your goals

Without a target, you have nothing to aim for. This can be using Facebook for improving the quality of sales, or adding more value to your customers. Position yourself as an industry leader, or aim to improve financial returns through efficient use of your advertising budget.

2) Know your audience

As we mentioned at the start of this section, understanding the demographics of the audience will be key to your success. Use this information to consider the best ways to promote your brand in a way that will be appealing and encourage them to engage.

3) Create great content

Quality, rather than quantity, of content should be your approach to content creation. Using images, video and Facebook Live offer the best chances of customer interaction. Be careful not to promote too much, as almost 60% of audiences find this a turn off.

4) Maximise use of ads

Make sure your Facebook ad campaigns are relevant and cost effective. Without this you gain little interest and end up overspending. The content has to relate to your brand while offering a clear benefit to the reader to encourage them to respond with an action.

5) Be pro-active

Communities are at the heart of Facebook and that also applies to businesses. Don’t wait for customers to come to you, as that may never happen. Holding group chats and discussions allows customers to share their opinions so they feel they are being listened to.

6) Get your staff involved

Encouraging staff to share content puts the brand in a positive light. It increases your visual spread and it shows customers you are a united team and not merely a branded image. It also makes your employees feel they are playing a bigger role in the company’s success.

7) Make use of analytics

Continually reviewing the metrics will allow you to make best use of your budget and ensure the right people are seeing the content. This is valuable data that enables you to alter your approach to improve results if required.