Unlock Your Business Potential with Facebook

Facebook is currently the world’s biggest social network. In the third quarter of 2020, Facebook surpassed 2.7 billion monthly active users. That’s around a third of the world current population logging into Facebook once a month! Naturally, businesses have tapped into this potential. Facebook is now widely utilised as a fantastic resource for businesses and brands to advertise to a huge audience of consumers, shoppers, browsers and surfers.

However, with the introduction of features like Ad Manager and Insights it can be confusing to know where to start promoting your business on Facebook. Or if you do start, how can you tell if it’s working? Do you know the difference between organic content and boosted posts? Does CTR (Click Through Rate) mean anything to you?

If not, don’t worry. The Yellow Cherries are here to walk you through the world of promoting your business on Facebook and the endless doors it can open.

Interested in working with us already? Contact us here.

Creating a Page

The first and crucial step of bringing your business to Facebook is to create a ‘Page’. By showcasing your business on a dedicated page rather than using your personal account, you set a level of professionalism for audiences to interact with.

The step-by-step process detailed in your page set-up will talk you through the details you need. These are basic business details you should have to hand like your business name, type of organisation, description and contact details.

Pro-tip: Have your logo and some company photos to add to the authentic feel of your page by adding a relevant profile and cover photo.

Organic Content

Once your page is set-up and you have assigned the appropriate admins (staff, marketing team etc), you are now ready to think about content. ‘Organic’ content refers to posts that naturally reach audiences by shares, comments and likes rather than paid advertising.

To create this content, you should begin to think about what sort of posts are appropriate for your business. Do you have photography, video, text or brochures to share? Perhaps behind the scenes footage or team tributes?

Once you have decided on content, you can share it to your audience by simply creating a “new post” for their newsfeed. To build a following you will have to invest time in researching, interacting with other pages and encouraging people to share your posts. Additionally, engaging with hashtags and marketing content calendars can inspire organic content and increase your brand awareness.

Boosting Posts

So, you’ve made some organic content that’s been successful, congrats! But how can you improve the reaction of the post even further to drive traffic to your page/business? You can boost it with Facebook. To boost your post with Facebook, you have to invest a small sum of money to reach your desired audiences. To select your target audience, you must choose demographics that you feel would benefit from your post such as age, sex, location and interests. Additionally, you will select the total duration of the advert and the total spend you want to allocate to it.

Page Insights

As you experiment with Facebook, it is natural that there will be some trial and error with organic and boosted posts. The key is to monitor how your posts are performing and respond to the feedback your audience is giving you. Luckily, Facebook has an analytics feature built-in entitled “Insights” for all this key info!

It’s worth noting that you can only access data in Insights for the last 2 years. Additionally, demographic data, such as age, gender, and location, become available in Insights once there is data for 100 or more people. Unless you are classified as a Community Page, Insights are readily available for you to explore.

Insights can be used to:

• Understand how people are engaging with your Page.
• View metrics about your Page’s performance.
• Learn which posts have the most engagement and see when your audience is on Facebook.

Facebook Advertising

Ready to level up? Ad Manager is a tool to oversee whole Advertising campaigns on Facebook. Rather than organic or boosted posts that appear in Newsfeed, Ads ran on Ad Manager integrate into the site as noticeable Ads. In Ad Manager, you can manage multiple campaigns at once and each campaign can continuously be reviewed and adapted depending on the response it is receiving. There are a range of templates to entice your audiences too such as the popular carousel to sell products.

Debunk the Jargon

Now you know how to create posts and adverts, and you’re interested to see how they are performing. So, what do the Insights mean?

• Impressions: The number of times that your adverts were on-screen.
• Reach: The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.
• Link Clicks: The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook.
• Results: The number of times that your ad achieved an outcome, based on the objective and settings you selected.
• Cost Per Result: The average cost per result from your adverts.
• Spend: The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule.

Further takeaways from your Insights should include looking at the time/day your audience are active and responding to it. Additionally, clicking on the “Pages Like Yours” tab should reveal popular posts from your competitors to compare your own content too.

Ready to Get Started?

If you want to talk further about how we can assist you with Facebook Advertising, content creation and producing social media graphics, please contact us here.