• Matti MWM

Why your business needs Facebook, and how to set it up.

In the UK there's roughly 66.05 Million people from all ages. On Facebook there's 32.6 Million regular users that are in the UK (2.3 Billion worldwide). So it's plain to see just how big of an audience for your business Facebook users can be. As most of the general public know, Facebook stores a lot of user data and cookies to see what their users are doing and track their interests and behaviours.

All of the internet tends to do this, Google does this, your smartphone does this, that's just the world we live in. Anyway back to Facebook, they make their profits by running Facebook Ads. That was to the tune of around $40 Billion in 2017, but advertising doesn't have to cost you an arm and a leg. Sure companies like Amazon and Coca-Cola spend billions on advertising each year, but small companies don't have to spend anything like that.

We suggest that every small business needs some part of their budget set towards marketing and advertising. As a guide, we've gotten leads from Facebook ads from anywhere between £0.12 to £0.90 in the industries we've worked with at MWM while running Price Per Click Ads. So if you're spending £30 on ads, you might get a couple thousand impressions, 100 leads that come and check you out and say 10 customers. But if each customer buys something for £30, then you've x10'd your ad spend. That's the basic principal of Facebook Ads, you spend money to make money. To make use of the 2.3 billion potential leads all you need to do is start with a Facebook page, and luckily, they're easy to set up and they're free.

When you're on Facebook, look at the menus on the left hand side of the screen to a heading called "Explore". Under that you'll see "Pages" and this is where you have the prompt for making a page. Give it a Name and fill in some basic details then you're ready. (Note that you can change the name later, you don't have to perfect the business name straight away if this is brand new)

If you've got a website set up already we'll go ahead and assume you have a logo. This is a great thing to use as your profile picture as it means your logo will be visible when you comment on posts next to your name. This increases your brand awareness. If you're savvy with image editing you can throw your logo over an image to give it some weight.

This is the start of your visual identity on Facebook. The next step is your banner. You can either have 1 image, a 5 image slideshow or a video. It's up to you which option you go with:

- 1 image is good if you own a store - a photo of the store with information laid over like your address and what you generally offer is great for location awareness and gets your service in there.

- If you offer several services, then the slideshow could be your best bet. Use 1 service as each slide with attention grabbing images.

- Or if your business has more than 5 services or activities, such as if you own a gym or run a hair and beauty business, then maybe a video banner would be best!

After the visuals, make sure all your info is up to date and correct. Things like opening times, location, price lists, timetables, services, website links. This will help your SEO for Facebook and will link with your website better (also stops customers being confused, which you know.. is bad).

Next you need to think about content. What will you upload? If you have enough work to be able to post daily then that's fantastic. If not you, find some relevant content that isn't your own but things that your audience will like and get that posted too. The reason you want to post regularly is to keep engagement up. If Facebook sees that you post once a fortnight or less it'll reduce the number of news feeds your content appears in.

You could post new content, old content, related articles and studies. Engage your audience. Maybe a mindfulness quote would engage your audience, maybe it would be inappropriate for them and could flop. Be creative!

Once you've made your page, you can attract followers organically by word of mouth, by posting regularly and by having your audience sharing your content. The best way to supercharge this, however, is to run Facebook Ads and turn complete strangers into potential customers by throwing your content and business right in front of them for a small fee. If you capture their interest, they'll click to find out more info.

If they're really interested, they'll buy in. If they're not that interested, they'll click out and you can throw ads out specifically tailored to them with a discount code or a percentage off to try and capture them as customers. This is called re-targeting - targeting leads shown to already have an interest in your service. Remember that imaginary £30 ad spend from earlier that got 100 leads and 10 customers? The remaining 90 have shown they're open to your services but didn't buy. You can re-target those leads

After that you're all set. You'll grow your audience slowly with this formula and organically. But like we said in the intro, there are ways to boost results. Click here for Facebook Ads.

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