19 Jul 2018

Many businesses have embraced the opportunities of a digital marketing and here we look at how Facebook can benefit your business.

This can be easier said than done with platforms such as Facebook constantly changing and updating, making it difficult for users to fully understand the capabilities available.

Facebook allows users to source customers or their target audience, rather than users searching for you and it can help you directly target an audience in a specific demographic or with specific interests

With millions of active Facebook accounts in the UK and the majority of people using Facebook via mobile, the platform helps businesses increase brand recognition and awareness. It also means that small businesses can compete on the same platform as bigger players.

There’s so much to get to grips with but here we offer some useful advice so you can make the most of what Facebook has to offer.

  1. Verify your page

Verifying your page lets customers know that you’re authentic and genuine when searching for you. It is simple to perform – you simply have to go into your page’s settings, click on ‘General’ and then scroll down to ‘Page verification’. You then click ‘Verify this page’, enter your business phone number and await the call where you will receive a verification code.

This feature has the added benefit of increasing your business page’s organic reach, meaning your page will rank higher in search results attracting more visitors.

  1. Targeted advertising

With Facebook, you can narrow down your target audience to the specifics such as age, gender, education, location, interests, behaviours, relationship and work.

However, before building an ad campaign, clarify the key questions:

  • Who do you want to target
  • What does your ideal customer look like?
  • What do you want to achieve?
  • What do you want customers to do when they find you?
  • What are their interests?
  • How do you want them to contact you
  1. Style of adverts & boosts

There are variety of styles of adverts to choose from, all of which will include an eye-catching photo or video aiming to increase customer engagement.

  • Like-builder: big ‘like’ button – designed to build likes (relevant for brand new page)
  • Multi-image: five images – each benefiting from a different URL to a unique service
  • ‘Boost’ post: promoting a current post on page to wider audience
  • Local awareness advert: targeting locals using different ‘call to action’ buttons:
    • ‘CALL NOW’
    • ‘MESSAGE NOW’
    • ‘LEARN MORE’
    • ‘BOOK NOW’
    • ‘SHOP NOW’
  1. Schedule posts

At Impression, we operate a very robust content calendar, allowing us to schedule future posts, removing time constraints and freeing up an employee’s much-needed time.

When posting, users simply have to click the arrow next to ‘publish’ and a list will appear where they can select ‘schedule’ and choose the appropriate date or time. This enables users to set up posts in advance when schedules are tight and deadlines are drawing near.

It is also useful when the employee who usually manages social media is out of office as it ensures the company’s social media activity will not suffer as a result of their absence.

However, it is important not to rely solely on this feature as posts need to be as relevant as possible.

  1. Facebook reviews

Customers can now leave reviews on a business’ Facebook page, bringing about a number of benefits.

Firstly it increases the company’s authenticity and credibility as the testimonials give first-hand accounts of the service received.

Secondly, positive reviews can shine great light on the company, reassuring and encouraging others to use the business.

It also acts as a motivational tool for employees because if they are aware that reviews are being left online, they may be inspired to work harder to gain recognition and also to avoid negative reviews.

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