So we all know how many different things there are to think about in marketing, and running a business. We all also know that we have very limited time in which to do all these things. Try thinking about everything as a train line, with stops and platforms along the way where you can do your work. Not every stop had a platform you want to get off at, but there’ll be some you just have to, like the HMRC stop, with platforms for everyone whether you’re a sole trader, a limited company or a partnership. Then there are other stops which are a bit more fun. The ones where you can provide your service or sell your product on.
There’s also a digital marketing stop, with platforms for Facebook, Twitter, Instagram, LinkedIn, TikTok, Pinterest and all the rest.
But do you know your way around?
Do you know how to get the best out of your business from each platform?
Can you get back on the train to get to the stop where you get to do what you like best?
We can help you!
Who is on the platform?
Facebook is the most crowded platform in the digital marketing station. It’s been around the longest, its got great scheduling tools, and its user base has the most embedded patterns of use. This means that lots of businesses use it because it’s easy to use and you get predictable results.
But who are the people using Facebook?
Well, we know a bit about them, thanks to Pew Research.
|Facebook leans more towards|
women with 75% of women and
63% of men using the platform.
The study currently does not
include data from people
who identify as non binary.
|51% of 13–17 year olds use Facebook|
76% of 18–24 year olds use Facebook
84% of 25–30 year olds use Facebook
79% of 30–49 year olds use Facebook
68% of 50–64 year olds use Facebook
46% of 65+ year olds use Facebook
|61% have high school education|
75% have some college education
74% have more than college education
Having this sort of information is really useful in helping you to decide whether to focus your efforts here, or somewhere else. If you’re looking to sell to men aged 75 who typically didn’t finish high school, Facebook is probably not the best place to be! Alternatively, if you’re selling to women between the ages of 30 and 45 who probably went to university, then you’ve got a good chance of meeting your target market here.
What tools does it have?
Facebook has really useful built-in tools to help you, without having to access external sources. You can access the demographics of your audience by ‘likes’ and ‘follows’, you can see how each post has performed, what is the best performing type of content. You can also use their Creator Studio which allows you to create video series, manage monetisation opportunities, and even download sound to add to your videos.
We’ve talked before about using analytics (Facebook calls them insights) to focus your efforts and about how using them can improve your social media, but it’s really really useful. You’ll see the overview first and this is a good way to see whether your Facebook is getting better or worse compared the week before- take this with a pinch of salt though.
The insights dive deeper using the options on the left; people, likes, followers and reach are all good measures of how your content performs, whilst actions on the page are what you use to help you track conversions from likes into sales, conversations or website clicks.
You can also schedule all of your posts in-house using publishing tools. You can also do this using third-party software such as Buffer or HootSuite, but there is a noticeable reduction in reach when you do. Using the native tools doesn’t seem to reward you, but there is certainly no punishment.
The Ad Centre
This is another tool. but its so good it gets its own section! People worry about paying for ads, and they really shouldn’t. Lots of new pages get offered credit to try boosting posts or to advertise for likes. Try to use these credits to have a go and see just how easy it is.
The step by step tool takes you through it, and there is Facebook Pixel, which is a bit of code you can use to track ads to your website and it allows you to remarket or retarget customers who didn’t convert on their first visit. This helps you to develop high quality adverts that are cheaper and cheaper per click.
The ad centre is great creatively too, with lots of options for styles; buttons, carousels, video, and on. You can even create forms to collect data like phone numbers and email addresses to help you reach out to your customer base on an even more personal level.
Stay tuned for the next platform which focuses on Twitter. We’ll be stopping off there on the 15th of July!