Facebook for Small Business Owners

Facebook for Small Business Owners – Answers to Your Questions

Does Facebook advertising work for small businesses?

How much does it cost?
Who can you target with Facebook ads?
Do you need to use paid ads or just the free option?
Do you have to keep updating your Facebook Page?
How often to you have to put stuff on your Page?
Do Facebook ads show up in people’s Facebook news feeds?
Is it worth it to try paid ads?

The answers to some of these questions may vary depending on the type of business you have. It’s true, it works better for some types of businesses than others. However, most types of business can benefit from using Facebook and Facebook advertising if it’s done right. Scroll to the bottom to see the answers to the questions above.

What you need to know about Facebook Advertising

You can spend days, weeks, and months learning all about the details of Facebook advertising. Not only are there many options within the advertising system, there are advertising and marketing strategies to think about.

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However, you don’t have to know everything. You can still get positive results and a lot of benefit without having to learn it all. In fact, there are only a few things that often make a huge difference. Knowing about and using these few things can put you miles ahead of your competition. That’s what we’ll focus on in this article.

R.A.R.E. Needs

Before going over the practical points about what to do I want to cover the overall process of what you need. R.A.R.E stands for Reach, Attention, Resonate, and Effective. I also have one more. F for Followers.

These are the things you need for success with Facebook advertising. First you need to reach enough people and the right people. The ones who are the most interested in your business. Your potential customers.

Of those people you reached, you need to attract their attention. You won’t get any benefit if you don’t catch attention. This is a bit challenging to do on Facebook because people are not looking for business posts. So you have to meet them there. Make your post about what they might be interested in rather than about your business. You’ll eventually tie in your business and offers later.

Once you have someone’s attention you need to take them to the next step. You got their attention so hopefully they’ve stopped to look at your ad. Next you want them to read your post or watch your video or take some kind of action. Even liking your post or commenting or sharing it is a positive action. But your ad must resonate with them in some way. It must mean something to them. It’s the next step after getting their attention.

One of the best actions you can get them to take is to click over to your website. You might have an interesting article, or a coupon or special offer that they can see on your website. Getting people to leave Facebook and come to your website is very desirable.

If you are successful with reach, attention, and resonating you’ll be effective. But knowing if you’re effective involves tracking what you do and knowing if your results indicate this whole thing is working. Is it giving you a positive return on investment. Is it bring in more profit than what it costs.

There’s one more need that’s very important and effective. Followers. Followers are potential customers and customers. They are people who have purchased or didn’t but have come close to purchasing. They are also people who have taken some kind of action with you online. People who have clicked your ads, liked or commented or shared your page or posts, visited your website. One of the most powerful features of Facebook advertising is the ability to connect with your followers by showing Facebook posts or ads to them. I say posts OR ads because not all of your ads have to be an advertisement in the strictest meaning of and advertisement. As I mentioned earlier, people aren’t looking for ads when they’re on Facebook. So you shouldn’t show them posts that look like ads.

Top 5 Tips for Facebook Advertising

  1. Use the Facebook Business Manager to manage all your advertising and pages. This will separate the distracting part of Facebook from the business side so you can concentrate on the business side. It’s easy to set up. Go here for the Facebook Business Manager.
  2. Follow the R.A.R.E. needs that I talked about in the first part of this article. Make ads that don’t look like ads. Make them interesting or helpful. Try to match your ads to the people you’re targeting.
  3. Give it a fair try. Don’t just do one ad and assume it doesn’t work. Plan out a schedule and do multiple ads. Compare them and see which ones do best. Build on your success. By the way, you can test various audiences (who sees your ads) as well as testing various ads. Plus you can test parts of ads like various images, types, and text.
  4. Use Facebook Retargeting. You will benefit from the incredible power of Facebook Retargeting if you use it. Retargeting allows you to stay in touch with people who have indicated their interest by visiting your website or engaging with your business on Facebook. Find out more about Retargeting here.
  5. Use and emotion topic or a community topic as your ad or post. This may seem odd because why would your business do that? Because you’re using social media and that’s what fits in. Once you have your non business topic then try relate it to your business if you can.

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Offline Event Tracking

An article about Facebook advertising for small businesses would not be complete without mentioning Offline Event Tracking. There’s one advantage that online businesses have over non-online businesses (aka brick and mortar businesses). That advantage is that it’s easy to set up tracking your sales against your clicks when you’re selling stuff on the web. Not so easy to track if your customers see your Facebook ad, then come in to your store to buy. But now, with Offline Event Tracking you can actually capture those statistics. Why is this so important? Because it helps you know which Facebook ads actually generate sales and which don’t.

But there’s one more advantage above and beyond tracking your sales against your Facebook ads. That advantage is that you can use the offline event data with your future Facebook ads to target your customers and optimize to get more customers like them.

How do you use Offline Event Tracking? Basically you collect your customers contact information and upload it to Facebook. You don’t need much. Name, email, address, phone, or whatever you can get. It’s not hard to do and it’s VERY valuable and VERY powerful. Facebook has more information about it here.

Answers to Questions About Facebook for Small Business Owners

Does Facebook advertising work for small business owners? It can work if you do it right. You can reach a lot of people without spending much.

How much does it cost? You control how much you spend. You can set limits for daily spend or lifetime spend of an ad. You can also set the schedule of when the ad will run.

Who can you target with Facebook ads? By location, from a small area within a few miles to the whole world. You can also target by age, gender, interests, and behaviors.

Do you need to use paid ads or just the free option? Your choice but you won’t get much with the free option.

Do you have to keep updating your Facebook Page? I say no, Facebook recommends it because they want you on their site as much as possible.

People don’t spend much time looking at business Facebook pages, they’re looking at their own news feeds which is where your ads will show.

How often to you have to put stuff on your Page? About the same answer as the previous one. You don’t have to do this at all in my opinion.

Do Facebook ads show up in people’s Facebook news feeds? Yes

Is it worth it to try paid ads? Yes if you do it right. Follow the suggestions above.

Please comment below with feedback and questions. Thanks for reading!



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