Build awareness for your business top tips to build awareness for your business with Facebook Set up and optimise your Page Identify your customers Create compelling content Advertise Measure and adjust facebook for business Page Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 1: Use your Page to stay top of mind with customers Setting up a Facebook Page or optimising your existing Page is a great way to help build awareness for your business Having a Page makes it easier to be found by Facebook by current and potential customers, and provides them with a place to engage with your business, and learn about the products and services you offer Stay top of mind Add a cover photo that represents your business and the products and services you offer In the About section include your location and contact information, business opening hours and a link to your website This information helps your business to show up under Facebook search results Invite any customer contact lists to like your Page Connecting with your business is a great way to stay top of mind with them facebook for business Page Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 2: Identify your target audience on Facebook 33M 24M Every month there are people on Facebook in the UK Every day people in the UK are on Facebook Of the 33 million visitors in the UK every month, and the 24 million visiting every day, Facebook allows you to reach the subset of this audience who are most likely to be your valued customers and connect with your business on Facebook Think about your target audience and consider who this audience is on Facebook, identifying their common characteristics from criteria like age, gender, location and so on From here you can think about how your business can add value to these different customer segments through your Facebook presence facebook for business Page Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 3: Create content to engage your target audience Content on your business Page is king Create a plan for posting, considering the content that will appeal most to the target customer segments you have identified Try different type of posts to understand the style of updates that result in the most engagement from your fans and then invest more in the topics and themes that are working best Encourage feedback from your fans Use clear, eye-catching images to help drive engagement with your fans Don’t be shy about encouraging people to like and share your content Top tips for Page posting Make it about your customers, sharing posts that feature them using your products or services Share your business story through posts that highlight important events and milestones in your history Include content that is unique to your business Encourage participation, ask questions and respond to fan comments in a timely way “ We are driving 25% of our revenue directly from Facebook, largely due to the word of mouth facebook for business Seamus Fahy, Voltaire Diamonds Page ” Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 4: Reach more people with Facebook Advertising Once you have started to identify the profile of your target audience, and the type of content that is working best to engage with them, you can start to advertise to reach an even bigger group of potential customers Facebook Ads are unique as they are shown to the people who you choose to target across both desktop and mobile, to help you to achieve the goal of building awareness for your business Reach the right people Identify your target customer audience to connect with all the people who matter to your business facebook for business Every day Everywhere Your potential customers are spending time on Facebook You can reach them with your message across desktop, mobile and tablet Page With proven results Targeting the right message to the right people will help to drive awareness for your business Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 4: Select the Ad formats that work best for building awareness Promoted Page Likes Build a bigger audience for your business on Facebook by promoting your Page to get more likes Using Promoted Page Likes, allows you to gain more exposure for your business and increase the audience you can engage with on Facebook Promote your Page by selecting the Promote Page button in your Page admin panel From here you can decide the budget and scheduling for your campaign Promoted Page Posts As you start to understand the type of content that is working best to engage with your target audience, you can start to advertise to reach an even bigger audience of potential customers on Facebook Once a user likes your Post it is important to remain top of mind so they think of visiting your business when it’s time for their next purchase Promoting your best posts will help you to achieve this, by showcasing the posts to more people in their News Feed on desktop and mobile Promote your post right from your business Page by selecting the Boost Post button under the message you want to promote From here you can set your audience, goal and budget facebook for business Page Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 4: Target the right message to the right people Target your Ad campaigns to the people most likely to connect with your business on Facebook Consider the profile of your most loyal customers, what they have in common and what would motivate them to visit your business and purchase from you From this, you can build the audience for your Ad campaigns, selecting from the range of targeting criteria, combined with the message and imagery that is most relevant to engage with each customer segment Demographics • Age • Gender • Location • Birthday Personal and social • Education and work • Likes and interests • Relationship status • Life stage Your data • Match customer email lists • Create look-alike audiences based on the profile of your customers facebook for business Page Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 5: Understand what works best Use Page Insights to understand engagement on your Page You can access Page Insights from the Page admin panel at the top of your business Page From here you can understand more about the profile of your fans and the posts that people are responding best to Use Ad Insights to measure performance You can access Ad Insights at www.facebook.com/ads/manage From here you can review the performance of your Ad campaigns, considering things like your copy, creative and calls to action Once you start to understand which Ads are driving the most actions you can invest more in the ones that are working and pause those that are not performing as well facebook for business Page Build awareness Summary Your checklist for building awareness with Facebook Set up and optimise your Page Set up your Page: • Add cover and profile photos • Add your location details, contact information and business opening hours • Invite customers to connect to your Page Identify your customers Identify your existing and potential target audience: • Age, Gender • Location • Life Stage • Relationship Status • Likes & Interests Create compelling content Content on your Page is king: • Include images and videos to help drive engagement • Feature content that is unique to your business • Showcase your products and services • Ask questions to engage your fans Target the people who matter to you: Advertise • Target your Ads to the right people to reach new and existing customers • Drive awareness of your business with Promoted Page Likes and Promoted Page posts for your most important messages Measure and adjust Understand what works best: facebook for business Page 10 • Review Pages Insights • Regularly review Ads Insights • Adjust your campaigns to get the best performance and ROI on your spend Build awareness ... build awareness for your business with Facebook Set up and optimise your Page Identify your customers Create compelling content Advertise Measure and adjust facebook for business Page Build awareness. .. drive awareness for your business Build awareness Set up your Page Identify your customers Create compelling content Advertise Measure and adjust Step 4: Select the Ad formats that work best for building... those that are not performing as well facebook for business Page Build awareness Summary Your checklist for building awareness with Facebook Set up and optimise your Page Set up your Page: • Add cover