Facebook is a widely used platform for both the public and businesses. Users want relevant content, and your audience reach should be organic. However, this can be challenging for some companies. Sadly, many people who are already following your page won’t even see some of your posts, which is why it is so important to post strategically. With such a saturated platform, no longer can you assume that most of your fans are seeing your content. Take advantage of these Facebook tips for small businesses.
Post with Intent
It is best for small businesses to be more mindful about how they communicate with their audiences. Never just post content and hope someone sees it. It makes all the difference to post with intention and then decide if you will boost it with a budget. You can use Facebook Insights to find the posting rhythm and content mix that is best for your business. Facebook can be such a great resource to reach new audiences and grow your business. However, Facebook does not work for businesses that don’t leverage it in the proper manner for their size and audience. Setting yourself up for success and having realistic goals is important, and understanding the limitations of the platform.
Relevant Campaign Objectives
What is the goal for your campaigns? You should be clear on what you are trying to get out of your Facebook ads, such as increased awareness or a higher volume of sales, as this will determine how the account is set up. There is no one size fits all, but luckily, Facebook outlines objectives for just about every campaign goal you could have so that you can learn more about each one and their best use cases.
Determine Target Audience
A great place to begin with a business account is to understand the target audience, which is quite simple with the Audience Insights tool. This data can only be accessed if you are set as the manager of a business account. This will offer the demographic info, activity on Facebook, device data, etc. If there are larger brands that are similar to yours that you can leverage, you can type those brand names into the “Interests” section to see insights from their audiences instead. This data is very beneficial when deciding what demographics to target, what interests people have, and what devices to include. It is great to understand how your ideal customer relates to targeting on the platform.
Are you nationwide, only serving your local community or focusing on a niche community worldwide? No matter which category you are in, leveraging proper geotargeting to reach your audience is crucial. Check that you’re targeting people who are in a location with the right intent. It will default to those living in or recently in your location. With more restrictions, you might want to adjust. You can target the following types of locations:
- Congressional Districts
- Postal/Zip Codes
The purpose of geotargeting is to get the most out of your reach and avoid those who are irrelevant to the efforts. Focusing on the areas that can reasonably drive potential business is the key.
Monitor Ad Frequency
Frequency is the average number of impressions a user has seen the ad in a given time frame, based on the date range you’re viewing. No matter who or where your target is, avoid over-saturating your audience and bombarding them. You can easily check-in by adding the ad frequency column to the campaign manager tab. Frequency is best at half the number of days selected for the date range.