Facebook Small Business Strategy 2023

still struggling to grade Facebook ads
you're not alone of all the social
networks Facebook exposes your business
to the broadest audience and offers the
most comprehensive set of business tools
out there but
many users find its ads manager
increasingly difficult to navigate and
this is really frustrating when trying
to create and manage ads for the first
time look totally get it and that's why
I'm here to help demystify the process
for you I'm like a reverse wizard I'm
unwizarding this whole thing for you and
the good news is you won't need an
entire marketing team or to spend so
much time
learning the ropes that your other
customer touch points get ignored in the
meantime either what's up it's Jamal
from HubSpot and welcome back to the
channel so we've already done a video on
how to create a Facebook business page
to get your campaigns up and running and
this video is the next level of
optimization into its tool set think of
this as a comprehensive beginner's guide
to effective Facebook marketing here I'm
going to break down some of the best
page optimization and engagement tips to
help you reach new customers increase
website traffic and improve sales so you
can translate those efforts into actual
clicks and conversions I think we can
all agree
that we could use some of that I'll
answer some of the most frequently asked
questions many of you left in the
comments from the last video okay so
let's start with a basic question but
one that's important to know if you want
to use Facebook advertising as part of
your marketing strategy do I have to use
my Facebook business profile that I
created my personal Facebook has way
more followers and I don't want two
Facebook accounts the answer is yes it's
actually against Facebook's terms of
service to have a personal profile for a
business and you wouldn't want to do
that anyway because personal profiles
don't have the benefit of Facebook ads
which you'll definitely need in order to
promote your business you'll also have
access to Facebook insights which
provides useful information about your
fans and their interactions on your page
think of it as an ongoing focus group as
a valuable part of your target market
your fans can tell you a lot about what
they want through their interactions
comments and feedback and if you have a
robust Facebook personal profile then
continue leveraging it as a network tool
optimizing your business page already
have a Facebook business page fantastic
you're ready to optimize and if you
don't then bookmark this video and come
back to it after you watch our ultimate
business page tutorial okay so one of
the most important things you can do is
to make sure you've completed all
aspects of your profile to optimize your
new page this includes claiming your
vanity URL choosing a page template and
customizing a stellar about section in
complete detail now Facebook will give
you a unique URL when creating your page
however this is just a string of numbers
and shows no brand identity um kind of
but a custom username allows you to
promote your brand on Facebook by
turning the string random numbers into
your vanity URL and will be shared
across your social platforms and
featured in all of your marketing
materials it should be straightforward
and contain the name of your brand
identity of your business for example
HubSpot Beyond just being nice to look
at vanity URLs make it easier for people
to find and tag your business and when
others tag your business those tags
equal publicity engagement and growth
wow they're also good for SEO put your
business name in the URL and search
engines will find you more easily
speaking of easy on the eyes in any
social media marketing campaign you'll
want to put your best face forward you
only have a few seconds to catch
someone's attention so make it count my
friend one of Facebook's best features
is its business page templates which are
designed with specific functionality for
different kinds of needs and goals for
example a restaurant and cafes template
for a coffee shop this one focuses more
on photos and business hours it also
provides a menu tab which can hold
standard or sample menus and has its own
primary button call now or a general
business template for a local florist
now at this point you may think you're
done since everything's looking pretty
good but if you quit on the process my
friend you quit on the results and two
quits don't make a right optimizing your
about section is what's going to get you
the best Roi for your efforts Google
indexes Facebook business pages so the
text you include in your about section
can help you rank in global and local
search engine results use this section
to describe your processes and services
include your mission statement tell your
founder story and other relevant
business information you should aim to
add as many details to your about page
as possible here's a quick checklist
provide essential information on your
page for customers to contact you
through different channels like your
phone number email addresses website and
other social media platforms give the
general location of your business
include a call to action button for
customers to visit your website or
subscribe to your newsletter pin your
best performing posts to the top of your
page add tabs to promote various details
about your business such as current
offers Services upcoming events products
and much more click your Page's profile
picture in the top right and then click
your page name at the top of your page
click more and then manage sections now
just having a Facebook business page
isn't enough to keep your visitors
engaged to fully connect and deliver the
information inspiration and advice your
customers want you need a consistent
content strategy if you want them coming
back for more so this is where we Factor
the Facebook algorithm into your posting
strategy your audience is most likely to
see your content and engage with it when
they're on Facebook which sends
important signals to the algorithm to
extend the reach of your posts so how
can you identify the times when your
audience is online and active well it
depends on a couple of things your
business is industry goals and the
content itself all play a role in the
success of your posts fortunately there
are some great tools to help you learn
the best day and time to post but we'll
get into that in a minute for now let's
review some general guidelines and best
practices before you have the data to
dig into on average the best time to
post on Facebook are in the evening and
mid to late afternoon specifically
between 12 to 3 pm and 6 to 9 PM with
the worst times being 6 a.m to 9 A.M and
9 pm to midnight best days to post are
Friday and Saturday with the worst day
being Sunday I guess everyone's at
church of course you'll need to think
about the time zones when planning for
example are you a local business or do
you have a global audience if you're in
California some good times to post maybe
6 30 a.m 9 30 a.m and noon now 6 30 may
seem especially early for followers on
the west coast but it's already 9 30 in
major cities like New York and Atlanta
so it may just be the perfect time to
reach Eastern Time Zone followers as
they sip number morning coffee
it also catches audiences in the UK and
Europe while they're still at work
reaching them around lunchtime
thankfully there are multiple resources
available to help you automate posting
including Facebook's built-in publishing
tool start by creating a post in the
white box at the top of your Page's
timeline instead of clicking share now
select the small Arrow next to it and
select schedule select the time and date
and click schedule now to manage all of
your scheduled posts look for publishing
tools in the top menu of your page and
click schedule posts there you can edit
or delete posts as well as preview them
for both desktop and mobile viewing now
content planning is way more than just
scheduling especially when you're trying
to promote your brand or business and
connect
with your customers for marketing to be
successful you have to Define who your
ideal audience is and what they want on
Facebook if you're not sure where to
start Facebook has a powerful free
Analytics tool as part of their ads
platform now called insights within the
meta professional dashboard compared to
the now defunct Facebook Analytics
insights may have less metrics than it
did before but it's still a useful tool
that keeps crucial audience data all in
one place making it easy to keep tabs on
your Facebook performance or they're
paid organic to access this feature go
to the manage page menu and click meta
business Suite on the overview screen
you'll see top level insights for
Facebook on the left and Instagram on
the right if you have a connected
Instagram account to look specifically
at Facebook content metrics with no
Instagram data click on content in the
left menu then open the ads posts and
stories drop down and uncheck the
Instagram option result metrics allow
you to see how well you're doing from a
day-to-day perspective for your page
reach Impressions page and profile
visits new page likes and followers and
AD Trends you also have video insights
which tell you how those posts are
performing key metrics include total
time users spend watching your videos
the number of users who watch your video
for three seconds or more and how long
your videos keep or retain someone's
attention for from here you can analyze
outcomes during a specific time frame
like a week ago compared to this week
are there any up or downward trends that
have impacted your performance and
results did you create more posts or
more ad creatives did a particular post
end up going viral did you spend more
and anything else that would have
impacted your performance Facebook
insights also allows you to capture
demographic and behavioral data about
your audience here you'll find the
breakdown from two groups of people
people connected to your page and people
on Facebook click on filter to see
different audience segments the United
States will likely be your default
location but you should change this
based on where your target market
resides also you can specify age and
gender the interest section is a great
way to uncover industry information you
can add General interests or the names
of specific Pages however not every page
will be available to analyze if they
don't have a substantial number of
followers in this example let's take a
look at men and women in the United
States between the ages of 25 and 50 D
we're in Atlanta interested in Coffee
Culture fair trade and local food and
drink you'll see the estimated audience
size here is 143 000 to 168 000 people
why is all this information useful when
you want to set up a Facebook campaign
you can use this information to Target
the right demographics and budget
accordingly for example if you want to
split the campaign between male and
female or decide which locations are
more important for your business some
things to keep in mind while analyzing
insights since your profile usually
includes conversions like a link to
downloadable content or an online store
understanding how many people engage
with your page is crucial to
understanding future performance also
Insight metrics don't tell more than you
see on screen so if you want to dive
deeper into your CTR or click-through
rate you'll need to analyze your funnels
further which is already neatly laid out
for you within Facebook's ads manager in
addition to metrics about your weekly
reach post engagement page likes and
which posts have the best performance
ads manager provides insight on things
like clicks conversions and even sales
this is super important if you're
running a business page you might not be
aware that only the tiniest fraction of
your followers even see what you're
posting sounds extreme but it's true
unfortunately Facebook has been
decreasing business page visibility and
news feeds for a couple of years now a
frustrating algorithm update for
business owners everywhere but if you
include Facebook ads in your marketing
strategy along with private Facebook
groups which we'll get to in a minute
your chances of reaching your followers
and new audiences
Skyrocket on your metabusiness Suite
menu click on all tools scroll down to
advertise and click on ads manager once
in you'll see the campaign dashboard
will focus on the campaigns for now all
your campaigns are shown in the middle
and consists of three elements across
the top in tab format ad campaign ad
sets and ads there can be multiple ad
sets under a campaign if you want to
Target different audiences and use
different placements under one single
objective and each ad set can include
various ad creatives where you decide on
imagery and messaging there can also be
many ads under an ad set if you want to
split test what creative elements work
best for your ad set Facebook guides you
through all these steps to choose your
objective Target your audience and set a
time frame in your budget for this we'll
choose a middle of the funnel action
like engagement and now we're ready to
jump over to the ad set level but before
we do remember these adjustments to your
ad settings can be made seamlessly
whether you're on a computer or managing
things via the app well there may be
small differences in the interface you
can still adjust your ad preferences so
here's where it gets a little bit spicy
scroll down to custom audiences then
head to the detailed targeting section
here's where you'll search for things
highly relevant to your business type in
a keyword and you'll see it suggesting
all these other options search around
for additional interest from the
suggestions and look at the audience
size behaviors and description for each
of these to determine the best option
for you once you have a list of quality
targeting options go through and test
them create one ad set for each interest
Behavior if you put all these interests
together in one ad set you'll get a
blended average and won't see which of
these produces the best or worst results
testing will of course depend on your
budget you can set an overall budget for
your campaign or individual budgets for
your ad sets before setting either
consider your total budget for Facebook
ads there's no one-size-fits-all answer
when it comes to deciding on an ad
budget several factors can influence us
like your industry your goals and
audience habits if you're looking for
the absolute minimum amount you should
spend on Facebook ads then even as low
as one dollar per day can still make a
big difference the average cost per
thousand Impressions CPM so far in 2023
is 11.87 so according to my calculations
if you only spend one dollar in Facebook
ads per day you could have people see
your ads 30 749 times per year that
means for just one dollar per day you
can get around 30 000 impressions for
people who wouldn't have seen your ad
otherwise The Next Step Above spending
one dollar a day is to spend enough to
take advantage of Facebook's algorithm
according to Facebook an ad set needs 50
conversions per week to feed its
algorithm with data to find more users
who are most likely to achieve your
objective this is the level where you
can really take advantage of Facebook
ads which is a whole other video that
we've already done because we're kind of
on the ball around here so if you'd like
to level up your Facebook advertising
know-how and costs to formats campaign
management testing metrics and more
click the link Link in the description
below now if you want your ad to run
continuously choose daily budget choose
the amount you're willing to spend on
this specific ad per day this is an
average so some days you might spend
slightly above or below if you're
looking to run your ad for a specific
length of time choose lifetime budget
Facebook will automatically try to
evenly spread out the amount you select
over the period of time and then
schedule keep in mind Facebook ads on
their own will not generate the
conversions you need to build your
customer base the quality of your
content and how quickly you respond to
questions and concerns are also
essential for continuing to build brand
awareness and growing your reach now I'm
going to let you in on a little secret
how would you like to bypass the
Facebook news feed algorithm and connect
with your target audience where they're
actually likely to see and interact with
your posts
sounds pretty good right Facebook groups
are a great way to find and connect with
your ideal customers the whole purpose
of these groups is to provide a sense of
community and bring people together over
similar interests and there are tons of
Niche Facebook groups out there whenever
you create a post in a Facebook group
it'll be shared at the top of the group
feed and anytime someone comments on
your posts it'll return to the top of
the feed so there are a lot of
opportunities to increase organic reach
with members of any group that you're in
to search for Relevant groups use the
search field in the top left corner you
can search by topic your location and
even get very specific by typing in an
influencers page name there's also a
group feed where you can discover new
groups from your feed click groups in
the left menu click discover to see
suggestions once you come across a group
that seems like a good fit read the
group description and get to know the
host of the group why they start the
group who are they trying to help does
the group show Daily activity knowing
answers to these questions will be a
good indication of whether or not the
community is a place where you can
provide valuable insights participate
discussions and directly connect with
your ideal customers choose no more than
five groups and engage in these groups
several times per week remember
consistent and active participation is
what will land you the audience who's
interested in what you have to offer go
to each homepage and choose to pin them
to your shortcut list that'll place them
on the left hand side of your Facebook
news feed you do this by selecting the
more option under the discussion section
of a given group then select pin to
shortcuts your customers drive your
business which is why it's so important
to stay connected listen and be
responsive to them don't just be
available when you want their attention
if you want to build a trusted and
respected brand you need to earn it and
Facebook's very responsive to messages
badge is one way you can do this it
shows potential customers that you
quickly respond to questions and
concerns customers will trust your page
more which helps Foster loyalty and grow
your business this badge automatically
appears on your page if you have a
messenger response rate of 90 or higher
and a response time under 15 minutes to
get the very responsive badge you're
going to need to turn on notifications
use automated responses Mark messages
use away status and message this way
Facebook will notify you whenever you've
got a new message it'll also acknowledge
every customer who messages you and send
an instant reply even when you're away
messages you receive when your Page's
status is set to away won't count
towards your response rate or response
time either now if you plan to use
Facebook or Instagram ads as part of
your marketing strategy the Facebook
pixel or metapixel is a must have tool
Facebook pixel is a piece of code that
you place on your website that collects
data and tracks conversions from
Facebook ads this information is
invaluable when it comes to optimizing
your ads building targeted audiences for
future ads and remarketing to people
who've already taken some kind of action
on your website for example I recently
spotted some pop-in decals for my Robot
vacuum in Instagram stories I swipe to
check out the custom skins and even
added one to my shopping cart then I got
distracted thinking about
pizza and put down my phone the next
time I opened up Facebook this ad popped
up in my feed this is called retargeting
or remarketing and gives businesses an
opportunity to recapture potential leads
or customers if they've left your site
without converting or meeting a
marketing goal Facebook pixel works by
placing and triggering cookies to track
users as they take various actions on
your website Facebook calls these
actions events there are 17 standard
Facebook pixel events for which you can
simply copy and paste the event code
some of these include add to wish list
add to cart initiate checkout customized
product schedule subscribe and complete
registration on your meta business Suite
menu click on all tools scroll down to
advertise and click on events manager
from here click connect data then select
web click get started to continue select
Facebook pixel then connect name your
pixel enter your website URL and click
continue now you only get one pixel for
each ad account so the name should
represent your business rather than a
specific campaign choose how you'll
install the pixel code using a partner
integration or manually adding it to
your site now you can set up Facebook
pixel events choose your Facebook pixel
ID enter your URL and click open website
here Facebook will provide a list of all
suggested events click on review next
each event then choose to confirm or
dismiss and click finish setup
I know that was a lot and I appreciate
you hanging in there with me so bottom
line in a sea of over a billion daily
active users and 7 million businesses
Facebook optimization and advertising is
a must for any business hoping to get a
positive Roi from social media market
and this video is just to start if
you're interested in learning more about
maximizing the value of your Facebook
and Instagram ads along with additional
audience building tools and strategies
lead generation and the right ad type
for your marketing goals check out our
free beginner's guide to Facebook and
Instagram marketing you can find the
link in the description below and while
you're down there drop a comment to let
us know what other Facebook topics you'd
like us to cover and don't forget to
like share and subscribe for more
content if you found this video helpful
now if you'll excuse me it's time for me
to put a tracking pixel
on my bed I'm gonna track how many naps
I can get in in the next 24 hours
I'll let you know how it goes until next
time
I can find this client info have you
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