The ultimate guide to Facebook for Business

Your go-to guide for using Facebook for your business

How often do you use Facebook? For many people, Facebook is part of their daily routine. They pick up their phone or open their laptop and go straight to Facebook to learn more about what’s going on in the world around them. In fact, Facebook has ingrained itself into our lives so effortlessly that it’s the third most visited website in the world, according to Hootsuite

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Further consider that the average Facebook user spends over 2 hours on the platform each day, and having a Facebook business page becomes a powerful tool for customer acquisition. 

Why your business needs a Facebook page

Everyone else has one, so why shouldn’t you? Of course, that’s not always the greatest reason to jump on the bandwagon. That is, unless you’re a business owner who’s thinking about creating a Facebook page for your business. 

With over 2 billion monthly active users and 60 million active business pages, the reasons for having a Facebook page for your business are just about endless. From connecting with your business’ target market to determining the most effective ad strategy for selling your product or service to your consumers, your business can’t afford to be without a Facebook page.

Understanding Facebook’s arsenal of tools for businesses 

Facebook offers a wealth of tools for business owners. Each tool focuses on providing businesses with the opportunity to reach their target audiences and engage with their customers while solidifying their overall presence across the platform.

Business Manager

Business Manager brings together all of a business’ team members, pages and ad accounts. This puts all this into an easy-to-access and secure place. Plus, Business Manager is free to use.

Ads Manager

Ads Manager provides you with the tools you need to manage and determine the success of your Facebook page’s ad campaigns. When using Ads Manager, you can also access useful campaign tools such as audience insights. 

Page Insights 

Never underestimate the power of analytics. Facebook certainly hasn’t. 

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Page Insights serves as a valuable analytics tool for Facebook business users. Not only do insights allow you to keep up to date on comments, but it also provides valuable data, including your content’s reach and the types of posts and content your followers respond to the most.

Messenger

Your customers crave connection. Facebook Messenger gives them just that. In a Facebook survey, 71% of participants said they were open to messaging with a business. 

Further, those surveyed said that they are more likely to rate the effectiveness of messaging a business as “excellent” or “very good” when compared to calling on the phone.

Facebook Pixel

Facebook pixel is a piece of code that works in concert with your business’ website and Facebook page. When a customer takes action on your website after visiting its Facebook page, Facebook pixel reports this action to your account. 

The more conversions Facebook pixel tracks, the better it is at delivering ads to your target audience.

Marketing your business using Facebook

Facebook has over 2.4 billion active users. An increasing number of those users visit the social networking site hoping to connect with useful products, services and brands. 

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In 2020, an estimated 87.1% of U.S. marketers will use Facebook marketing to reach their customers. Fortunately, Facebook offers plenty of opportunities for businesses to reach their target audiences using strategically designed Facebook ads. 

Local awareness ads

For brick-and-mortar businesses, local awareness ads are key. Simply choose the proximity you’d like to reach around your business and the target audience you want to reach, and Facebook will target those people. 

You can also send people straight to your front door, by adding a ‘Get Directions’ button to this ad.

Slideshow ads

These are quick and easy video-like ads using marketing collateral you may already have. Unlike most video ads, slideshow ads are affordable and take only minutes to create. 

Carousel ads

With a carousel ad, you can give your customers the information they need by showcasing multiple products and services in a single post. If your marketing team’s goal is to showcase a product effectively or highlight a one-of-a-kind service, consider using a carousel ad.

Dynamic ads

To launch a dynamic ad on Facebook, you must have not only a Facebook business page but also a Business Manager account and a Facebook pixel. Dynamic ads allow you to promote products to those who may have browsed your website when they migrate to Facebook, encouraging them to revisit your website and become a paying customer.

Lead ads

In need of a solid email list so you can reach out to your customer’s on additional platforms? Use a lead ad to create contact forms that are pre-populated with a user’s contact information. Gather this information and continue to build connections with your customer base.

Canvas ads

Canvas ads are full-screen, instant-loading mobile ads. Think of these ads as a pseudo landing page for your business. 

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Not only are these ads highly engaging, but they’re ideal for segments of your audience that regularly visit Facebook and also consume large amounts of content while on the platform.

Keep your customers engaged using Facebook

While the social media scene is one that’s ever changing, one thing is for certain: It takes a considerable amount of time and effort to take a Facebook business page and transform it into a full-fledged online community. 

When it comes down to it, though, keeping your customers engaged using a Facebook business page can make all the difference.

Customize your audience

From custom audiences that target those customers you already know of, to lookalike audiences that help businesses find more customers, Facebook offers no shortage of opportunities to customize your business page’s audience and continue to engage with your customer base.

Create a community of superfans

If you have a hankering for real-time communication with your customers, consider the benefits of having a Facebook group associated with your business’s page. With over 1 billion people using Facebook groups on a regular basis, giving your customers a chance to interact with each other, as well as with the brand itself, can create a powerful community of superfans.

Focus on quality

As Ferris Bueller might attest, social media moves pretty fast. If your brand isn’t putting out eye-catching content or ads, your customers aren’t going to stop and look. When it comes to Facebook for businesses, there’s no time for subpar content. The higher quality content you put out, the more likely you are to keep your customer base engaged. The more engaged your customer base is, the better your business is bound to do.

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