Have you been wondering which format is the best to use for promoting your business news on Facebook? This article will briefly explain the difference between the main Facebook formats and what to use each of them for. You will find out how to create them, as well as, handy info to stay relevant and entertaining for your customers.
Profiles - A profile is a place on Facebook where you can share information about yourself, such as your hobbies, pictures, videos, current city, hometown and daily events. It is principally for personal usage.
Once you have a profile, you can create any other format by picking the suitable one from the dropdown menu, as shown in the screenshot. But which of them is the best for you?
Remember: Despite the fact that Facebook prefers communication between users and therefore, it oppresses business pages, groups and events, you should not use personal pages to promote your business. That might be confusing for your customers and it is not professional.
You need a profile to create a Page. Pages allow individuals or groups of them, entrepreneurs, public figures, businesses, brands or NGO's to connect with their friends, fans and customers. When someone likes or follows a Page on Facebook, they can then see updates from that Page in their News Feed. Bear in mind what kind of page you manage. A page that is not related to any business e.g. community page or a page that aggregates all family members can be filled up with everyday life pictures e.g. your honeymoon sunset collection, kids with chocolate (or glue) all over their body or some organizational information about the upcoming costume party in your neighborhood. The business page should always be about your business. You can post any promotion, funny story, new opening hours, or whatever you find relevant there.
That basically means the page is a profile of the company, and it needs to remain relevant. Your posts should be entertaining, educating, engaging and last, but not least, valuable.
Same as for pages - You must have a profile to create a group or help manage one and you can link the group to your business page. Why would you run a group? Because people love to chat about what they find interesting with other people. In Groups, people communicate about shared interests with other interested people. A group can be created for anything — for marketing tips for small business owners or real estate agents (those are groups I personally manage :), for husky puppy lovers, for people from a specific neighborhood (so they can all share their impressions about the new French bistro on the corner) — and customize the group's privacy settings depending on who you want to be able to join and see the group. The people will see the updates after joining the group in their News Feed. Groups can be public or closed - potential users need to send a request to join. Groups can also be private. You can close it with a feature that hides the group in searches.
Any person with a profile can create an event, but only a page can create recurring events. To share your business related event, you should add your Facebook event under your business Facebook page. Your event is strongly recommended to be visible and talked about on your Facebook page, because your audience is right THERE. From the page, you can help encourage the interested people to visit the event page. The specific information will be seen in the event itself, so only those who are interested will see it and your business page remains relevant for others. Remember, Facebook events have an event venue and an event date, and after that event date expires, the Facebook event expires, as well.
Having said this, it is not efficient to invest too much time into building up your Facebook event. What you want to do is grow an audience under your Facebook page because you can engage with them at any time.
Remember: Never use a personal profile for business. Don’t have a business page yet? Follow Facebook’s easy guide to setting up a business page. Having a business page requires it to be linked to a personal Facebook profile. Don't worry - the information, posts, comments, photos, updates, etc. will not appear on your business page and vice versa. No one will be able to detect what personal profile your Facebook business page is assigned to.
Everybody speaks about TikTok, right? So, why is this platform so famous and who really uses it? Launched in 2016 by a Chinese company ByteDance, TikTok displayed an amazing three-year growth. Today, more than 800 million users engage in this entertaining platform worldwide. Entertainment is what it's all about. TikTok is a platform that allows its users to create short stories and add a musical background. Not by any chance did TikTok (ByteDance) acquire Musical.ly. Music plays a key role in the content of all TikTokers. Let's have a look at the key TikTok demographics and stats!
I know, I have been there too… You are about to create a piece of content — a nicely done cappuccino in your café or a beautifully pictured house that you want to sell. But how the heck do you begin? With no professional equipment or experience — you want to produce the best content for your social media profiles, business website or email campaign, right?
Well, how do you go about it? The key is you don’t have to be perfect, in fact, that’s part of the magic of this medium! Be natural, be spontaneous, and be active. Your new audience will expect funny, educational, engaging and UNPROFESSIONAL content. In a world where marketing aims for the ideal, your audience wants someone or something that they can relate to. A picturesque cappuccino is nice to look at, but what about a customer savouring their morning drink, only to burst out laughing because they have foam on their upper lip? Capture it and share it! Sometimes less is more. And something is always better than nothing…
In this article, I will show you how you to use a (relatively new) medium that not only allows you to share your unprofessional and spontaneous content, but REQUIRES IT! This medium is called Instagram Stories aka Instastories. As the name says, it can be used on your Instagram profile (both personal and professional). Below see an example of what an Instastory looks like:
Let us first clarify what Instastories are. They are vertically shared pictures, videos, animations that were originally used by Snapchat. After some period of time, Instagram and Facebook implemented them and extended their platforms. Instastories disappear after 24 hours which makes them an instant, spontaneous and engaging piece of content.
But why should you actually care about them? How are they relevant to your business? As we regularly discuss in other articles, webinars and private Facebook groups, ask yourself a question before you get started: Can I reach my audience on this channel? Instagram is used daily by one billion users and Instastories by more than 500 million people. That truly means 500.000.000 people. Every. Single. Day.
Going back to where we began. You are probably asking yourself: “Do I need professional equipment, a best-of-breed creative studio with the best of the best?” Not at all. Be natural, be spontaneous, and certainly, go ahead, and be unprofessional! This platform requires it. Your audience expects you to be natural. They expect to see what’s going on behind the scenes and what your daily updates are — share with them the best moments that can describe you or your business. Tell STORIES! Because that is what this platform is about.
Let’s break the stereotype: You do NOT need to be a professional to create great, engaging content for Instastories.
Let’s get practical. How do you really begin?
You know how to get started. Get inspired before you jump into the content creation. See a series that shows some examples of really nice — BUT STILL UNPROFESSIONAL — Instastories which you can do within a few seconds.
There are plenty of cool features that you can use to make your content visually more appealing. Amongst them, there are live streams (even shared streams with other coworkers, partners, and followers), galleries of Gifs, options such as slow motion or boomerang effects, coloured backgrounds, many text fonts, polls, quizzes and questionnaires (ways to engage with your audience), chat windows and tons of emojis. Again, choose what correlates with your business image (branding). I may be repeating myself, but less is sometimes more…
There are hundreds of metrics you can measure today. That's the biggest advantage, as well as, disadvantage of digital marketing.
The truth is you can measure almost anything. You can build a detailed report with real time data, refresh and make those business decisions based on precise data, visualize insights in all those bar charts, funnels, pie charts, cohorts, heat maps, numbers, percentages, etc. That's what the theory is about.
And I partially agree with that, but the reality may be a bit different. Yes, this is important for large companies that, thanks to comprehensive measurements and reports, can optimize their processes and save a significant amount of money.
However, at the SMB level, the situation is quite different. You probably don't have an IT department full of specialists and data analysts who are able to invest hundreds of hours to set up your data platform, connect dozens of data sources, transform the given data and from that, build strong reports. Also, you probably don't deal with a billion dollars in revenue, so sophisticated analytics can be counterproductive because you don't have enough quality and precise data to optimize individual processes and earn a significant savings.
I'm not trying to say that you should completely ignore data analytics. Rather, it is about finding the right balance between not getting overwhelmed with data and gaining valuable insights that can help your business.
In this article, I’ll cover the most important metrics that actually give you valuable insights into your business and online marketing efforts. At the same time, I will highlight the metrics that are less effective and easy to misinterpret.
Klipfolio, an analytics tool, says: Marketing Metrics are measurable values used by marketing teams to demonstrate the effectiveness of campaigns across all marketing channels.
Sounds a bit complicated, but in other words, marketing metrics are numbers that tell you how effective your marketing efforts are. You set a goal, and your metrics tell you, whether you have achieved it or not. Based on this you can make a change and try a different approach.
Example: My goal is to get 100 website visits per 50 USD invested in Facebook ads. My metric in this case is Clicks. Two scenarios could take place:
Metrics can tell you, how effective your efforts are and help you to make changes before you spend hundreds of dollars.
Digital marketing is unpredictable, and a strategy that worked well the last couple of months could eventually become less effective or stop working entirely. Metrics tell you immediately if your efforts are paying off.
Setting the wrong goals and misinterpreting engagement metrics is pretty rife. Let's check out some common scenarios. Maybe you will even spot some of your own mistakes.
You probably wouldn't speak English in Portugal. The same principle applies when it comes to social media. Every platform works in a slightly different way, has a different user base, and people behave differently. Your message shouldn't be the same for all platforms. We wrote an article about demographics and the specifics of individual social media networks, so make sure you read it to understand how all those platforms work and what makes each one different.
Tip: You don't have to be a marketing PRO to master campaigns across multiple channels. Try tools like groost that simplify this process.
I'm not saying that likes are not important. But in and of itself, they mean nothing. Nowadays, it is possible to buy likes for posts or a page for a few dollars, but it doesn't help your business at all. It usually does the opposite. It is necessary to look at the number of likes in context of the given situation.
You can measure almost anything you can think of and probably much more. I understand the allure of this idea, because in the beginning it sounds amazing…the theory about having precise real time data on a beautiful dashboard... but reality is usually different. In most cases, you can end up with an over-complex dashboard where you could easily get lost. It takes a great deal of time and energy to make this work.
The extreme opposite of measuring everything is measuring nothing. With the vast amount of information around us, it's understandable that one would just want to ignore everything. But with this approach, you are probably losing your money and throwing its potential out of the window. You can't tell if your spending on social media advertising is effective or if you are losing money, if you're not analyzing what is working vs. what is not. You don't need a complex dashboard with many metrics to keep proper tabs on this.
You know it already, there are hundreds of metrics out there. But you should focus on those that are most important for you and your business. From our perspective, these are the ones which you should be keeping track of:
Reach tells you, how many people were able to see your content. It doesn't mean real views, rather it refers to potential views. If someone with 1,000 followers retweets your tweet, your reach increases by those 1,000 different people, but not every single one of those people may see it.
A higher reach is better, but if you don't get enough leads or engagement, something could be wrong.
This metric tells you, how many direct contacts you got. A lead is a person or even a company that is ready for a follow-up. This person has usually reached a stage where they are ready to become your customer.
Engagement measures the amount of likes, shares and comments your content or ad received. This metric tells you, how much your content is resonating with your followers. It's an important metric to check when optimizing your content strategy.
The engagement rate is influenced by many factors like platform, number of followers, industry, time of posting, etc.
Tip: See our article on What to Expect from Social Media.
This metric is an exact number of how many people targeted, eventually became paying customers. Remember, that this isn't just about this exact number. It has to be compared with the Conversion Rate, which is a percentage metric that shows you a ratio between visitors and converted customers.
Conversion rate may vary across industries and required action.
Tip: See our article on What to Expect from Social Media.
This is a monetary metric telling you, how much revenue your ad has generated. At the end of the day, this is what counts.
ROI demonstrates how your marketing time, energy and money spent are contributing to your company growth. You always have to know how much money you spent on advertising and how much money it has brought. It tells you, if and how effective your advertising efforts are.
ROI (%) = (income/spend)*100
Your ROI should always be higher than 100%, otherwise a given strategy was ultimately, a waste of money.
Well, now you should understand the basics of Social Media Metrics. But the most important thing to understand is how to implement metrics in real-life scenarios. These are 4 steps to successfully start your measurements.
In the beginning, find some time to write down your goals. All social media platforms could be used in many ways. What do you want to accomplish? The more specific you can be, the better.
Here is a list of examples to help you brainstorm:
Tip: We made an article about defining goals, where you can read all about the process behind it.
The next step is to understand which metrics to use, to see if you are achieving your goals or not. This process is quite easy. Basically you are trying to find those numbers, so you can recognize how effective your efforts are. Your goal should fit into the following categories:
Awareness – Use metrics like volume, reach, exposure, and amplification. How far is your message spreading?
Engagement – Look for metrics around retweets, comments, replies, and participants. How many people are participating, how often are they participating, and in what forms are they participating?
Traffic – Track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site?
Advocates and fans – Track contributors and influencers. Who is participating and what kind of impact do they have?
Share of voice – Track your volume relative to your closest competitors. How much of the overall conversation around your industry or product category is about your brand?
Social media platforms usually do provide some basic analytics. For most cases it's enough, so if you're new to analytics, start small. In our case, we built groost. analytics right inside the app.
Tip: If you want to see groost in action, sign up here for free.
Keep in mind that social media interactions happen in real time. Look for a tool that allows you to access data immediately, without delay. You can't afford to wait weeks or even days for a report. Having real time data allows you to react and make quick changes, in order to stay effective.
To make all previous steps valuable, take a data-based action. Don't forget to see data in a wider context and compare it with industry benchmarks.
These questions will help you optimize your social media analytics process.
Do you run your Instagram account, but see it is not as successful as other businesses' profiles?
Building up a community on Instagram is really difficult and it takes a long time to gain followers who are engaging with your content. To find your followers, it is crucial to maintain content that is relevant, entertaining, consistent and frequent. Once you master this, you can start to build a larger following of Instagram users for your profile.
So what can you do to get more followers?
This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.
Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.
You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.
When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.
If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.
It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.
Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!
Facebook gathers more than 2,4 billion monthly active users. That being said, it is obvious that the possibility to reach your potential customers is high. On the other hand, getting to know the platform takes time or costs tons of money (for agency fees). For small business owners who decide to leverage this platform, time and money are the core assets.
So how can you get the most out of the biggest social network? First of all, know the basics. Facebook (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don’t try to understand everything. Choose to learn what matters to your business the most!
We have prepared content that will help you get to know the very basic idea behind advertising on Facebook. We call it the Beginner’s Guide to Facebook Advertising and within it we cover the following topics:
Dig into the Facebook advertising by downloading the e-book below and let us know how it helped you boost your business!