Facebook is the biggest social media platform in the world with over 2.4 billion monthly active users and still increasing every year. As more and more people and companies adopt online advertising it is easy to see why social media has become a key tool to help different businesses grow and reach new potential clients. It is impossible for up and coming businesses to ignore the importance of Facebook in this day and age. With a variety of different types of ads at your disposal from pictures to videos and many more which will help you reach new people and increase your online presence. The fact is being on Facebook can make your life much easier when it comes to online advertising. You just need to setup the right marketing plan and with the help of Facebook start growing your business.
So, if you are interested in advertising your business online. Follow these 3 steps to start advertising on Facebook.
This is very important. Your page is the face of your business online. It is what people will see first and help them decide if they are interested in what you are offering or not. Here are the key steps to setting up your Facebook page to get the best results.
1. Go to facebook.com/business/pages/set-up and click on create page.
2. Select Business or Brand and get started.
3. Enter the name of your business page, address and describe what you are offering. It can be from food to clothing and much more.
4. Upload your profile picture which should normally be your logo and make sure it is good quality and fits perfectly so you don’t get an awkwardly cropped picture.
5. Upload a cover picture which will appear in the background of your page and should represent what your business is all about. For example, a café would have a picture of their pastries, coffee or even their interior.
6. Once you are on your page click on add a button which gives your different options from contact, email sign up and even make a booking.
7. Add additional information about your business (website, email, prices, opening hours)
8. Invite friends to like your page to start building a community.
9. Start adding pictures, videos and blogs to your page and most importantly be active. Reply to people and give updates on everything that is going on around your business.
Once your Facebook page is up and running its time to set up your Facebook Business Manager. This will allow you to manage everything that is going on with your accounts, pages, ads and the people working on them in one place. It will help you stay up to date and organized during the creation of marketing ads, pages and everything else to do with your online campaign. So, let’s get into setting up your Facebook Business Manager.
1. Go to business.facebook.com and click on Create Account.
2. Enter your business name and email.
3. Once you are on your Facebook Business Manager account click on the Add Page button
4. Select Add a Page you own.
5. Search the name of your already created Facebook page and add it. After doing that you should see a pop-up with a green check mark which means it was successfully added.
6. Similar to adding your Facebook page it is time to add your Ad Account by clicking on the Add Ad Account button that is next to the Add Page button.
7. If you don’t have an Ad Account already it doesn’t matter, just create a new ad account by clicking the Create Ad Account button.
8. Fill in the information and click Create Ad Account.
Now that everything is set up and ready to go. It is time for you to run your first online ad campaign on Facebook through the Ads Manager tool. By using the create new audience feature you will be able to target a select group of people to ensure you find the right people who will love and appreciate what you are offering. This will allow you to target a core audience by gender, age, region and even language which will help you run a successful marketing campaign. So, let’s get started.
1. Click on the three-line icon next to Business Manager in the top left of the page.
2. Select Ads Manager.
3. On the left-hand side of the Ads Manager page click on Create New and fill in the information depending on your region and click the blue Continue button.
4. A pop up to create a new audience will appear, the more information you put the bigger the chance of reaching your targeted audience.
5. After continuing and filling in the rest of the information you will notice that on the right-hand side is a window called Audience Size which will give you a rough estimate of how many people you will reach daily and how many potential clicks you will get. This will help you gauge your campaign and if needed make necessary changes to it.
6. When finished you will find your ad in your Ads Manager homepage where you will be able to see important information about your ads such as reach, impressions and cost per result.
In conclusion your Facebook page is the face of your business. It is where you will post content and communicate with people. This is where people will most likely come to after clicking or seeing one of your ads.
Facebook Business Manager is like your “headquarters”. It will help you watch over and keep track of all your Facebook pages and advertising accounts.
Facebook Ads Manager is where you will be creating and managing your ads. It is 100% dedicated to advertising. Here you will set up your budget, select when to run ads, target your audience and analyze the results.
It may seem complicated in the beginning but once you get a hang of it you will be able to run different ad campaigns simultaneously which will help you grow your online reach.
With 400 new users every 60 seconds, Facebook is not only the biggest social media platform, but it is continuously growing. Today, there are more than 2,4 billion users which is roughly 60% of all internet users. Nonetheless, some say its audience is getting older as younger internet users are getting excited about platforms like Instagram, TikTok or Snapchat. In this post, we will dig into the most important Facebook demographics and stats, so that you can get a better idea of who to target while creating your marketing persona and your plan on how to reach him or her.
Having a clear picture of how a channel grows is a key component to starting your marketing plan – promotion and content distribution. If you offer sneakers and target youngsters, relying solely on Facebook may not be the best tactic… Why? This audience is more likely to be found using social media platforms, such as Instagram or Tik Tok. Knowing your audience and stats behind the channels you want to use is crucial.
Let's finally dig into the most important Facebook demographics and stats!
How do you catch potential customers that are near you? How do you target people according to their location?
Do you have a house to sell and you want to find a buyer in your area? Or do you run a small hot dog stand and want to sell more of your delicious repast? Try to target the people that are near your business!
Is your stock full of T-shirts that say, “I ♥ Boston” and you want to sell them? Target the real Bostonians!
Facebook simply allows you to target people according to their geographic locations. You can sort your audience broadly or very specifically. That means you can target the whole country, state or region, city, zip/postal code, and if you have a store, you can use the option for your very own business address that is to be set on your Business Manager page.
To someone who’s already run a local business for some time or someone who doesn’t need the know-how of online marketing yet, it might seem it’s not important to get involved with internet advertising, but that’s not entirely true anymore. Approximately 6 out of 10 people search for local businesses online at least once per week. Search engines have a vast database and almost every business is promoted online. There isn’t a simple answer to the question of what’s the best way to promote a local business online. It largely depends on the kind of business. Not every online channel will help every business thrive.
It’s important to focus on the ideal customer. Who is your business targeting? Is your product valuable for women, men or both? Are teenagers more likely to visit your facility than elderly people? Knowing your customers is the first step to choosing the best online channels to utilize for your business’s promotion.
Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when do they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customers' behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain insights into how your audience thinks and discover what they want. You will find out the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product or what features the product should have.
For your business, it is crucial to define your buyer persona (aka marketing persona). What are buyer personas? Imagine them as a representation of the demographic where you can find your ideal customer. Creating them helps you understand your customers' needs, while online marketing gives you the ability to target groups or individuals according to specific aspects you can define by creating the personas. Your result? A more efficient and effective marketing campaign.
The challenge of current operating businesses is whether or not to take time out of your already busy day in order to spend time on a persona project. But so much information and knowledge can be gained and your marketing can really improve by doing it flawlessly. And remember, personas are also crucial to getting your 5 marketing Ps right.
1. Ask questions!
To elaborate your personas you need to determine what their goals and attitudes are. You have to ask yourself, what do they know? What do they respond to? What are their behaviors? What do they need? Where are they?
Do qualitative research to gather this knowledge. Ask them. Watch them. Follow them.
Try to create one or more buyer personas. Developing personas helps you understand your buyers as much as possible. It can provide insights into the different roles in companies or families, as well as into an individuals' life. This information may eventually factor into a customers’ decision to make a purchase.
Basically, personas are a comprehensive kind of map of your customers’ minds and personalities, helping you see the world from their perspective. With this X-ray super power, you can find and tailor your ideas to fill in the gaps, meet their needs, and ensure that your content is interesting and relevant to them.
2. How do you get this information?
Well, you are an entrepreneur, you know nothing is easy. The best source of information is interviews and surveys! Do you see your customers in person? Ask them! Do you have a sales or customer support team? Ask them about the customers. Once you determine your personas, you can schedule user interviews that last about 20 minutes or send them a survey. Make sure they get a little reward afterwards :)
A good source of information is also statistics and reliable broad research done by companies.
I am sure you have heard that some companies even hire trained anthropologists to watch what people do and how they behave. Your research can be as deep as you want. Just do not bother your clients for too long.
3. How do you create the personas?
Once you’ve collected your responses, comb through your research to identify the common threads, concerns, hopes, desires, and challenges people face. Sometimes, you may notice a common theme or even phrase in your responses. These are incredibly valuable.
Have you gathered all of your data from research? Now you can start developing your unique segments. Divide the people by:
e) Whatever is relevant for you e. g. job title
4. Finalize them!
Once you have your “rough” personas, it’s time to polish it all. Make sure you have a name for each, and circulate your personas for feedback from relevant people (e.g., your sales team). Once refined, memorialize these in a Google Doc or Excel spreadsheet that is easily accessible. Use these finalized personas to brainstorm content. Going forward, you should be able to identify: Which persona will be interested in your product, service or idea. Why will that persona be interested in it? Make sure to regularly review and update personas, as well.
The more detailed your personas are, the better your marketing targeting can be. You should be able to imagine them or draw them. You should be able to simulate an interview with them, to know what tone you should use, and what their interests are. Imagine that you are selling something to them personally and play with your new imaginary customers.
You know you did a good job if your personas are: Divergent from each other, feel real, and are easy to explain. Create files for each one, so you don't forget anything about them, hang pictures of them around the office, so you feel they are present. If you have coworkers, they all should know these personas perfectly. Your aim is for the company to culturally adopt the concept of talking about these personas as real people.
Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need. If you divide your current content down by persona, you can simply see which personas are getting enough content - they are nurtured, and which personas need more or a different kind of content.
Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona.
At the end of the day, personas tell you where buyers prefer to get their information. Are they like bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. It's the same for your creatives. Some people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.
Note: The delivery strategies for your content may or may not be the same for all your buyer personas. It is also okay to have only one or to have many buyer personas, it's up to you!
Besides demography e.g. age, location and sex, each platform gives us a different way to target the customers.
LinkedIn, as an employment platform, allows us to target people based on their job title, their knowledge, education, abilities, their current employer, as well as companies they have been employed by or their level of seniority.
Facebook is more informal and fun, so you can target people according to their interest, pages they like, devices they use, travel plans or according to an upcoming birthday in their friend list. There are a vast number of options you can select to describe your persona(s) as precisely as possible. If you take an interest in this topic, you can read more about Facebook targeting according to interests , as well as location.
To sum it all up…
Create a comprehensive list of your personas.
One campaign should target one persona, for a more effective strategy.
Smaller campaigns, with an in-depth target, are more effective with an individual persona.
Having said this, buyer personas are something you REALLY need to run your business and use the online platforms effectively. Got any questions? Don't hesitate to contact us!
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