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Facebook Marketing Tips for Small Businesses

Published on
August 27, 2022
Facebook marketing can effectively connect your small business with your target market. Learn some useful tips on how to do it the right way here.

Is your small business marketing campaign achieving the desired results? The marketing efforts of small businesses often fall short because they have fewer resources. Some might underestimate the importance of marketing initiatives, while others fail to target their ideal customer base.

Marketing is a critical part of all kinds of businesses, especially those in their early stages. Unfortunately, a recent study finds that 50% of small and medium companies don't have marketing plans. As small business owners, your brand might not have the resources or financial means to invest in comprehensive digital marketing campaigns as big corporations do.

However, Facebook offers an excellent opportunity to small businesses with limited marketing teams and budgets. With 2.9 billion users logging on to the platform daily, you can easily put your business's products and services in front of a broader audience.

Setting up a Facebook business page is easy and free. The site's algorithms also enable your brand to launch a marketing campaign with actual results. This guide can help you learn about Facebook marketing, its advantages, and how to leverage it for your small business.

Overview of Facebook Marketing for Small Businesses

There are other channels for social media marketing. But why use Facebook? The sheer number of active Facebook users isn't the only factor that makes it the ideal gateway to market your business. What's more, the amount of time an average user spends on this online platform is remarkable.

In the US, the average time people spent daily on Facebook was 33 minutes. The more time individuals while away on the site, the more they will see your Facebook posts or advertisements. Other data shows that around 17 percent of users join Facebook to follow brands and their products.

This means you can leverage the power of Facebook marketing to magnify your brand awareness. Another finding from a Facebook IQ study also reveals that 66% of their users visit a local business's page at least once weekly.

Being the most prominent social media site worldwide, your target audiences and competitors are also likely on Facebook. So, if other businesses like yours are actively pursuing customers across this platform, it also makes sense to establish your presence here. After all, their customers are also your potential buyers.

Essentially, even if you don’t have too much marketing funds, all it takes to build your presence on social media and connect with your target demographics is a Facebook Page. It's a free resource where potential customers can locate your business online and learn more about your brand, products, services, and upcoming events.

Using Facebook for digital marketing can be tricky as the platform's rules and algorithms change frequently. Luckily for you, there are several strategies you can learn to maximize your Facebook marketing efforts.

As early as now, think about the brand-specific content, you would like to publish on the social media platform as you move forward.

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Benefits of Facebook Marketing for Your Small Business

Despite the promising statistics of Facebook marketing, many business owners still wonder whether it's worth investing their time and resources. If this resonates with you, read on and discover the advantages you'll miss out on if you don't use Facebook for marketing.

Broad Audience Targeting

Facebook undeniably provides one of the largest social media user bases. Even better, its audience isn't only great in number. It also ranges across demographics, a vital element of any social media marketing strategy.

As a statistical marketing component, demographics help you identify your audience's different characteristics, needs, and preferences. In the past, demographic data only came from a limited range of sources.

Since the advent of social media channels such as Facebook, the scope of demographic information has considerably grown. Your business can find its desired audience profile on Facebook, regardless of whom you provide service to.

Broad audience targeting is one of the options for Facebook ads. You can use this targeting method if you're a relatively new retailer or brand. Instead of restricting your audience reach, you can allow the Facebook algorithm to search for new audiences for your ads. With broad targeting, you can have a large pool of potential customers to build your foundation for selling.

Alignment With B2C and B2B Needs

It has been a common misconception that Facebook marketing only works for business-to-consumer or B2C brands. But it can also have massive benefits for B2B businesses. With a high volume of Facebook users, there's a big chance that your potential B2B audience is already using the platform. Just like any other industry, B2B brands have competition.

That means you also need to get the attention of your target audience to do business with you. Although the B2B audience has a different mindset when making purchases, they still have individual needs and emotional decisions. With the appropriate Facebook targeting feature, you can guarantee that the right people will see your posts.

Optimal Full-Funnel Targeting

A full-funnel marketing strategy is essential to every business. Since consumers constantly move from one platform to another, your marketing campaign should examine such behavior at different stages of their engagement journey.

Of all social media marketing platforms, Facebook is the only one that successfully caters to users from all stages of the sales funnel. This starts from the awareness stage, when they begin to know your brand, down to the conversion stage, when they finally decide to buy your product.

Depending on your industry and objectives, Facebook marketing can help you get a prospect to move through their sales funnel at a faster pace. It compels users to take specific actions, leading them closer to conversions.

Increased Transparency and Accountability

With so many scams online, many consumers hesitate to purchase goods and services on any social media platform. Fortunately, the Facebook ad transparency tool gives users more protection. In the past, advertisers could run ads using dark posts or unpublished page posts.

That allows them to run as many ads as they want without letting a single ad appear on their Facebook business page. However, with the new Facebook ad transparency tool, marketers can no longer hide their live ads.

How can your business benefit from this? The added transparency will give potential customers confidence that the advertisement they see in their newsfeed is not from a fake account. So they will likely engage with your brand, knowing that your ads come from a legitimate business. Note that this might only come in handy for your click-through rate.

Additionally, you can also use the tool to research your competition. If you need to refresh your marketing process, the Facebook ad transparency tool can show you the current ads running on your competitor's business page. This way, you can discover new ideas or pain points your competitors cannot address.

Psychographic Targeting

Demographics are the most common variable used by businesses to identify their consumers. They are valuable and provide an excellent starting point for building target audience profiles and buyer personas. But demographics alone don't offer a comprehensive picture of an individual's lifestyle, purchasing needs, and behavior.

To truly understand your target audience, your marketing strategy needs to go beyond the demographics. This means you don't only point an ad campaign at potential customers searching for something. You should also align your messaging with their interests, values, emotions, and needs. That's where Facebook's targeting capabilities come into play.

Facebook doesn't only allow you to target an audience based on demographic data. It also enables your business to reach your consumers based on psychographics, which includes their interests, behavior, and connections on the platform.

Increased Referral Traffic

High engagement and exposure on social media like Facebook are significant. However, website traffic usually generates actual results regarding the return on marketing investment. This is whether you're looking to capture the attention of your first buyer or your 1,000th customer, thus generating more traffic to your online store website.

There are several kinds of website traffic, and referral traffic is just one. It happens when someone clicks a link on a social network like Facebook and is taken to your website. The more visitors you get to your business's site, the more potential customers you'll have.

As the leading social media platform that generates referral traffic, Facebook can help send more potentially qualified leads to your website.

Extensive Set of Metrics and Ad Formats

Gauging your marketing campaign's effectiveness is essential. Is it driving towards your business goals? Marketers use metrics to track the performance of their campaigns quantifiably. But there are different marketing metrics, each providing you with further insights to adjust future ad campaigns accordingly.

Fortunately, Facebook has an extensive set of metrics, depending on the format you use on your ads. With various ad formats available on the platform, you have substantial opportunities to showcase your business based on your marketing objectives. This can help optimize your business's current and future campaigns.

Facebook marketing is undeniably beneficial to growing your small business. Make your brand stand out by learning how to leverage this unique marketing strategy.

Image Source: Unsplash

Different Facebook Marketing Formats You Can Use

Facebook marketing gives your business a competitive advantage. However, putting together a marketing campaign with thousands of Facebook's targeting options, including placements and ad formats, can be overwhelming.

Remember that Facebook advertising is all about getting your message across to the right segment of people. If you want optimal results, you must equip yourself with the different formats you can use in Facebook Marketing.

Since you only have a limited time to attract your target audience to your post, choosing the suitable ad format for your campaigns is vital. Below are the basic Facebook ad formats you can use for different target audiences and marketing objectives.

Video ads

In the form of videos, this format lets you share information about your local business and new products in action. Although they're effort- and time-consuming to make, Facebook video ads are a great way to make your campaign more eye-catching in the news feed. It’s best to use short videos, GIFs, or other different videos for brand awareness or other specific goals.

Image ads

An image ad is the most straightforward format you can create. It consists of one image, a call to action (CTA), and a link. With the use of high-quality photos, image ads are an excellent way to market your product or service.

Although you can use images for any content and nearly every stage of your funnel, image ads may not be ideal if you need to promote multiple new products.

Carousel ads

This format allows you to feature your product, service, or brand using two or more images and videos inside a single ad. Each can have its headline, description, link, and CTA. 

With carousel ads, there's a vast opportunity to showcase various products in detail or a single product from different angles. This is also handy to tell a story about your brand or walk potential customers through how your product works.

Collection ads

You can think of this format as more advanced carousel ads, allowing you to feature your product lineups But collection ads work only on mobile devices. They are also more customizable, comprising one primary video or photo and four small images below in the form of a grid. Potential customers can click them and have a window-shopping experience without having to leave Facebook.

Slideshow ads

This video-like ad format uses motion, sound, and text to make an immersive experience about your brand, product, or service. Unlike other video ads, this is easier and more affordable to create and edit. You only have to upload images, and Facebook will convert them into a slideshow in a few seconds. Slideshow ads are an excellent alternative if you need a lightweight and fast-loading ad.

Lead generation ads

Building interest in your products or services is critical in growing your business. With lead generation ads, Facebook lets you create campaigns that help you find people who may be interested in your offering. You can gather their contact information and add some custom questions using an Instant Form. Users will be prompted to fill out the form when they click on your lead generation ad.

Pro Tip: “Your potential customers are already searching for businesses similar to yours on Facebook, so having a smart Facebook marketing strategy is the best way to connect with them.”
Image Source: Unsplash

Must-Know Facebook Marketing Tips For Your Small Business

With potential customers already searching for a business like yours on Facebook, you would not want your brand to miss out on the opportunity to connect with them on the platform. But how do you start now that you understand the benefits and importance of being on Facebook?

Below are some universal tips to help you develop a Facebook marketing strategy for your small business or e-commerce site.

Optimize Your Profile Page

Before you start investing in Facebook ads, there's some groundwork you need to do, and one is optimizing your profile page. It's vital that your new followers and customers quickly understand what your business is about when they visit your Facebook business page.

While this will take time and effort, optimizing your page will pay off significantly. Consider the following steps to help you start the optimization process.

1. Use the most suitable template

If you don't have much experience with Facebook pages, templates are a great way to build your page from scratch or optimize it. Facebook has pre-made templates, which you can edit and customize to suit your business's needs and goals.

2. Complete your entire profile

It's essential to have your profile page completed by covering all the necessary details. Ensure to add a cover photo that best represents your business. Don't forget to include your page's profile picture, business hours, and name. Provide as much information as possible so visitors can learn more about your brand and its products.

3. Utilize page tabs

You can also utilize page tabs to help visitors navigate your products and services. The layout of your page tabs determines the order of sections people see on your business page.

You can rename and rearrange them to match whatever your business needs and is about. This gives your business greater control over what users can see and do on your page.

4. Create a solid call to action

Your Facebook business page needs a CTA. Facebook has the tools you can use to create a CTA button. People can find it under your cover photo to easily inspire visitors and new customers to engage with your page.

But your page's call to action is up to you. Ensure to design one that's most relevant to your brand. If you need assistance, Facebook has a long list of CTA you can choose from for your business.

5. Update and engage

You should keep engaging with users if you want actual results on your Facebook business page. One way to do this is to update your page with special events, live videos, and other things that will attract your potential customers.

Responding to their comments and queries as soon as possible is also crucial. You can customize your messenger's automatic responses to get in touch with them.

Image Source: Pexels

Post With Intent

As a small business, you must be more mindful about communicating with your audiences. You must post with a clear intention. How will you engage potential consumers if you keep posting stuff without a plan?  

Ensure that every type of content you post provides value to your target visitors so they will stick around. Posting with intent will also help you reach your business's specific customer base.

Create a Content Calendar

Posting regularly is vital to your Facebook business page. This won't only make your audience feel that you care about them. It can also help establish the credibility of your brand. Although you don't have to do it daily, you must have a regular posting schedule.

A content calendar is an efficient tool to plan and organize your posting schedule on Facebook. The platform also has an Insights tool to help you figure out when your audience is on Facebook. It also has additional metrics on what type of content is performing well.

Use Facebook Ads Manager

Facebook Ads manager is the perfect place to start creating and managing your ads on the platform. It's an all-in-one tool that lets you design and runs your Facebook ads step-by-step. You can also select an objective that reflects your marketing goals, such as engagement, website clicks, or conversions.

Being able to define the type of person who can see your campaign is one of the great things about using the Facebook Ads Manager. This means you can create custom ad audiences based on how long people watch your videos. Since the tool also allows you to track and drill down the performance of your ads, you'll be able to design more effective ads in the future.

Follow Your Competitors

No matter how unique or selective your business niche is, you'll likely find competitors on Facebook. This may seem like a disadvantage to your business. But through the platform, you can keep an eye on your competition. Avoiding contact with them might be your first instinct as a small business owner.

But following your competitors should be part of your Facebook marketing strategy. You'll be amazed at the valuable insights you can get from their day-to-day marketing tactics. By entering their social presence, you can know what type of content leads to more engagement and what mistakes you should not follow.

Keep Adding Facebook Stories

Facebook stories are also an attractive way to connect with potential customers. Since stories don't have to be specific to company updates, they can help humanize your business by showing people what's happening behind the scenes of your brand.

Adding fun questions and exciting links to your Facebook stories can keep your target audience engaged. It will also likely result in high click-through rates on your profile. Since people don't expect a polished visual masterpiece, you can deliver time-sensitive yet impactful content to promote your business.

Set Up Facebook Pixel Strategically

It's one of every business's aims to see direct results from their marketing efforts. Luckily, Facebook has a data-gathering tool that helps make the most of your ads on the platform.

You can better track your audience and their online habits or how they interact with your site through Facebook Pixel. From there, you can gather insights and use them to tailor your future ads and create a more successful campaign.

Facebook Pixel is a Javascript code you place on your business website to monitor your visitors' activity. You have the option to execute the code manually. However, if you're unfamiliar with the technicalities of adding codes, utilizing partner integration for your website might be a better idea. Remember that you may not get the data you need if your Facebook pixel is poorly set up.

Utilize Facebook Integrations

There are hundreds of applications you can connect to Facebook products. For instance, you can integrate Facebook lead generation ads with your customer relationship management (CRM) system to build lookalike and custom audiences. Instead of downloading a new file every time you want to see your new leads, you can easily access them in one place.

Utilizing such integrations will be beneficial in automating processes, optimizing your marketing campaigns, and adding more value to your data.

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Facebook is one of the great digital marketing tools small business owners like you can use to launch or grow your brand successfully. Don't miss out on the advantages you'll gain in promoting your products and services on your Facebook business page.

But to maximize your Facebook marketing efforts, take advantage of the ability to connect Instagram with your Facebook business profile. This enables you to boost your brand visibility across various social media platforms.

Visit Archive if you need more assistance to make your Facebook and Instagram ads more compelling. We have tons of resources to help unleash the creative power of e-commerce brands like yours.

Facebook allows brands to put their products and services in front of a massive audience through targeted paid ads and organic posts. Visit Archive today to learn more about leveraging your Facebook marketing campaign!

FAQs on Facebook Marketing Tips for Small Businesses

Does Facebook advertising work well for small businesses?

Facebook advertising is an effective and affordable marketing tool for small businesses. While it helps make up for most of the growth in ad spending, Facebook advertising may not work well for your business if you don't know the best approach to reach your target audience. You need to know and understand them before making compelling deals and offers to reel them in.

How to promote my business on Facebook without paying?

There are multiple ways to promote your business on Facebook without paying. You can start by building a base audience composed of your friends and family on Facebook. You can send them invites to like and follow your page. Offering an exciting incentive or deal through a Facebook giveaway can also help generate more shares and likes.

How often should I post on Facebook to promote my business?

Posting as frequently as you can helps your business gain more attention. But you don't also want to post too much to the point that you'll end up annoying your target audience. A regular posting schedule is the most effective way to show your audience you're committed to your page. Posting at least once every week is a good starting point.

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