Did you know that Facebook now has over 1.23 billion active monthly users1? Chances are, you or one of of your friends is one of them. If you’re not marketing your business on Facebook , you’re missing out on a key demographic!
I get a lot of questions about the efficacy of Facebook and whether or not it’s even worth a business’s time. The simple answer: yes. While it is true that Facebook can be a mess of personal and business-related posts, it’s advertising platform is spot-on. It gives you the ability to target very specific actions to specific people.
I’ll guide you through the basics. We’ll be posting more information on Facebook marketing strategies later.
Step 1: Create an ad
The first step is to sign up for an advertising account. Simply navigate to https://ads.facebook.com (requires an actual Facebook account). You’ll find a ton of information here on what these ads are and how they work. Once you’re ready, click the “Create Ad” link.
You’ll then be directed to an advertising page that looks like this:
You can see here that there are a ton of objectives. Best to try out the Page Promotion for your first shot. This works if you’re trying to build a Facebook audience and have a newly created page. You’ll see mixed results, but it’s worth a shot. It’ll ask you which page you want to promote (You’ll need to have created a business page already. If you need help, just let us know).
Step 2: Select your target audience
Hopefully you know what your customers look like at this point. If you’re a new business just ask yourself: who would want what you’re trying to sell? This is critical knowledge for any marketing plan. Once you’ve completed the first step, you’ll see a screen like this:
Whoah. Don’t panic. Take each of these step-by-step. Start playing around with the Locations and Interests. You’ll quickly get the hang of this. Watch that meter on the right to see how your audience expands or contracts. You don’t want too large of an audience or you’ll be wasting your money. I’d recommend no more than 200,000 for a small business (this number may vary depending on who you talk to and what your overall goal is).
Step 3: Decide how much to spend
Since this may be your first ad, let’s keep it relatively inexpensive. A good rule of thumb for folks who are experienced marketers is that 5% of your annual revenue should be spent on advertising. That doesn’t necessarily need to be spent here, but it’s good to keep in the back of your mind when you’re looking to establish a budget.
You’ll be greeted with this section once you’ve completed step 2:
If you’ve chosen something other than Page Likes, it may look a bit different. Facebook has a few options here to pay attention to: when do you want to run it? and how much do you want to spend? As you change the latter, you’ll notice that the estimated reach will increase or decrease. The more money you spend — the higher your reach will be.
The settings here are pretty self explanatory. If you get confused, simply mouse over the information (i) icon. This will be particularly helpful for the Pricing section as it explains the difference between CPC (only pay when someone likes your page) and CPM (pay when someone sees your ad).
Note: If you only want to spend a certain amount, it’s important to change your Budget to Lifetime instead of Daily. Otherwise, this will run forever! If you’re having trouble deciding how much to spend please read the final paragraph.
Step 4: Select your text and ad image
If you already have a Business page setup, you won’t really need to mess with the image settings here. You can alter the text and show the advanced options to change what the actual ad will say. Keep it concise, attractive to your customers and don’t USE ALL CAPS LIKE THIS.
On the right, you’ll see your newly created ad. When you’re ready — click the “Place Order” button.
Step 5: Watch the likes roll in
I’ll admit, this part is fun. We’ve seen some very creative names come across that obviously have no interest in our products. However — As your ad runs, your page will continue to garner attention from prospective clients through these likes. If you target correctly, you can also use their connections to target additional customers.
While Facebook likes can be a vanity metric (yeaup, I said it. bear with me here.), it will help to show new clientele that you are established and have a following (thus your products are worth it). I mention this only so you are aware what Likes really mean. Facebook severely limits the reach of your posts if they aren’t deemed on-topic for your audience. They want you to keep spending, promoting and marketing. That is how they make money, after all.
Hope this helps! If you’re completely lost, feel free to leave comments below or contact an nDigit member directly.