Finding new customers on Facebook
I was fortunate enough to recently attend the Facebook for Business 101 Masterclass with Michèle Ngueyep, hosted by Fred Roed and the team at Heavy Chef.
Heavy Chef focus on creating learning experiences for entrepreneurs. Super appropriate as I take the leap from corporate to start my own business.
Michèle Ngueyep, Client Solutions Manager @ Facebook/Instagram, had the following to share with us:
- Use Ads Manager for more advanced advertising
- Create custom audiences to retarget
- Utilize lookalike audiences to reach new customers
- Manage and Measure
So, why does my business need to be on Facebook?
According to Statista, Facebook had 2.32 billion monthly active users as of the fourth quarter of 2018. That is a whopping 30% of the current world population of 7.7 billion – March 2019
The question should be, can you afford not to?
Targeting options on Facebook Ads Manager help you to select and target relevant audiences on the platform. Anything from demographics and interests to region/city, however, the trick is not to mix up too many categories in your targeting.
Ads Manager will guide you if your audience criteria are too specific or broad-based on your campaign spend, so a reassuring way to know whether your targeting is on track, or not.
Managing your ad campaign through the Facebook Ads Manager platform all comes down to your marketing goals/objectives.
There are three key objectives to choose from:
Brand Awareness: High Spend. High Reach.
Consideration: Building traffic, engagement, app installs, video views and lead generation.
Conversion: Catalogue sales. Store traffic.
By setting up a Facebook pixel on your business site, you are able to measure the effectiveness of your campaign and afford you the option to retarget that person across the Facebook network via Facebook Ads.
As a business, you need to be aware of the Facebook algorithm. Your message won’t go far organically. It will take time to build traction and guarantees are limited. Remember, Facebook for Business is a ‘pay to play’ environment. Without paying for boosting, your content will probably only reach about 3% of your existing audience.