Don’t let Facebook overwhelm you!

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Facebook Man

The might and influence of Facebook for a business of any size can not be ignored, even if you’ve got your head in the sand, there is most likely someone filming that and sharing it on Facebook Live.

In this article I hope to explain in layman terms the key aspects you need to understand and consider before plunging into this beast called Facebook.

setting up your facebook business page

As a business you can test the waters in several ways: organically and/or paid advertising a.k.a “Dark Posts”.

You can create a Facebook Business Page for your company and create a content calendar. Once posts have been scheduled and uploaded onto Facebook you can then choose to boost the top performing posts time to time, subject to your budget and business goals (reach, website clicks, downloads, etc.).

On your Facebook Page make sure to use a variety of Facebook formats (Image posts, Video posts, Slideshow, Carousel and Canvas) and a good mix of content pillars to maintain a healthy engagement rate for your channel.

All the above should be accounted for in the initial channel planning stage, where you determine which audiences you’d like to reach and engage then convert into customers. Also, factor in the purpose and role of your brand/company being on Facebook. Is to sell a product? Is it to grow your database? Is it to alter the brand sentiment? Or is it a little of all the mentioned points?

To set up a Facebook Page is free and you can choose to not boost your posts, however, do consider your online competition and Facebook’s regular algorithm changes. Also, when creating your content keep thinking of the usefulness of the post to the end-user, the so what? Always choose quality over quantity.

paid facebook advertising

In the case you do have a marketing budget set aside to allow Facebook Advertising, things to consider are:

  1. Do you wish to have an “Always On” approach? Rubbing shoulders against your competition year-round.
  2. Would a Campaign based approach suit your business objectives best? You may already have the confirmed data showing your sales peaks and troughs, so this may be an approach to test and learn.
  3. What are your business goals?

When planning an advertising campaign another important factor is the range of creative assets for a full funnel campaign to take place, not just the hard sell. Do you have enough quality images, videos and gifs to sustain a full-length campaign that tells a story?

Remember we need to create a trust in the brand and product; recognition of whom we are and what we offer to enable for a conversion to take place. The Australian market is still conservative in its trust of money transactions happening online off their mobile, unlike in China where WeChat has long instilled this practice as normal.

The next step is the strategic targeting of relevant audiences with the right message and imagery. This is pivotal as you choose to go as granular and as broad as you like pending on whether you are after awareness, consideration or conversion. The campaign can be linked via pixels and utm tags to your CRM system to monitor the live conversions.

All this can appear to be overwhelming at first, however, if you are willing to learn you can always put on your student cap and do a quick Facebook training via Facebook Blueprint.

Or if you just don’t have the feasible human resources,  drop us a line for a friendly chat and a quick business audit.

The most important thing is to remain strong and grow your business online, no matter what learning blocks are thrown your way. Don’t let Facebook overwhelm you!