Taking Your Facebook Business Account to the Next Level
Facebook. The OG of social media. Boasting 18 years in the game and the most users of any social media platform, it’s no wonder it’s the go-to platform for most businesses to build brand awareness. Business ads have the potential to reach 2.14 billion people.1 Until just recently, Facebook was only second to Google in revenue generated from ad spending, even beating out Amazon! They’ve since slipped behind Amazon but are still in the big 3, which accounts for nearly half of all money spent on advertising in 2021.2 That’s pretty major! If you aren’t advertising on Facebook yet, what are you waiting for?
PRO TIP:
Unlike Instagram, Facebook allows much flexibility in building your page. You can choose between several different templates depending on your industry (as a personal trainer, you would likely select a “service” page). Your cover photo is essential! Since it will span the page width, choose an image showcasing your business, while the profile picture can be of you. Select your call to action based on how you want your customers to interact with you, and then let them know how you can bring value to their lives via a video or small bio paragraph directly under your cover photo.
Why you need to advertise on Facebook
- Laser Focus. Facebook has had 18 years to create and tailor its advertising platform. It boasts some of the best targeting capabilities, allowing you to really drill down your target market. In addition to targeting customers based on demographics, location, and behavior, you can also target “lookalike audiences”—customers like your core group who haven’t heard about your brand yet. Since Facebook owns Instagram, it uses the same ad platform but with added capabilities to keep the advertising advantage.
PRO TIPS:
- Facebook’s algorithm is designed for people to see posts from their friends and families first, so join as many relevant groups as you can to get your name out there organically. Did someone ask a question in the group appropriate to your expertise? Answer it! Post videos regularly and host lives once you have more friends. You will have to be more proactive on Facebook to find clients organically.
- Facebook’s algorithm is designed for people to see posts from their friends and families first, so join as many relevant groups as you can to get your name out there organically. Did someone ask a question in the group appropriate to your expertise? Answer it! Post videos regularly and host lives once you have more friends. You will have to be more proactive on Facebook to find clients organically.
New Advertising Features
Facebook rolls out new updates regularly with tutorials on how to use them. In 2022, Facebook launched several, including the ability to send marketing messages and create ads that open WhatsApp chats. Apple’s ability to turn off tracking within your settings to add a new level of privacy had forced Facebook to pivot; hence Facebook opted for initiatives that keep people within the platform.
Canvas ads seem time-consuming but are easy to create and use. Canvas ads are a bundle of interactive media types like videos, still images, call-to-actions, and more that help build a story around your brand. It is designed to immerse people in you and what you have to offer without much legwork. More than half of all people who view a canvas ad watch at least half.3 Lead forms open within the ad, so you’re not taking them offsite. Keeping potential customers within Facebook also allows for better metrics tracking.
PRO TIPS:
- Facebook truly operates as a community. So much so that the algorithm suppresses ads and pushes content from friends and family to the top of someone’s feed. Luckily for personal trainers, as opposed to something like a clothing brand, you’re prime for building your community and getting personal. We recommend making 20-30% of your content about the business and the remainder about you personally and helpful tips for visitors.
- This will encourage potential clients to interact with you and other people on your page. Once you have started building your community, you must check your communication often. Facebook Messenger is one of the world’s most widely used messaging apps, so use it! Answer messages and respond to inquiries as soon as you can. You don’t want to finally get a customer on the hook to lose them to unresponsiveness.
Facebook’s engagement has steadily decreased, but it remains the go-to platform for small and large business owners. Download our infographic for up-to-date statistics you need to take advantage of when creating your business page. Since Facebook (Meta) owns Instagram and WhatsApp, you’re probably already connected to their ecosystem. It is worth learning about their advertising system in depth since it is also used for Instagram. That way, you can knock out two birds with one stone.
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Article by TrueCoach
First published: November 02 2022
Last updated: January 11 2024