Launched in late 2020, Facebook realized how important a holistic marketing platform could be for a professional. Facebook Business Suite is a monitoring platform that basically functions on four levels:<\/p>\n\n\n\n
- Gives you an overview: A single-page summary of all Facebook marketing activities<\/li>
- Showcases trends: Gives you insight into your page\u2019s reach<\/li>
- Analyses content performance: Self-explanatory in showing you content performance<\/li>
- Categorize your audience: know the basic demographics of your audience<\/li><\/ul>\n\n\n\n
![\"Facebook](\"https:\/\/exlyapp.com\/blog\/wp-content\/uploads\/2021\/10\/Know-your-FB-Biz-tools-Facebook-for-creators-02-1024x499.png\")
<\/figure>\n\n\n\nYou can monitor your growth and performance with the above details on a single dashboard. Such insights can help you see how your ads and content have interacted with a set audience. <\/p>\n\n\n\n
Facebook Pixels<\/strong><\/h2>\n\n\n\n
If we had to simplify, then the Facebook pixel is a code that you connect with your website and collects data. This data is sourced to track conversions from Facebook ads, which can be optimized to build a target audience and even remarket to people who have visited your website or taken some CTA.\u00a0<\/p>\n\n\n\n
For example, if a potential client clicks on CTA and leaves a hanger-on, Facebook Pixel will laser target that leads for greater marketing. It is super simple to integrate Facebook Pixel with your website, click here<\/a> to check how.<\/p>\n\n\n\n
How can you make use of Facebook Pixel to your benefit?<\/p>\n\n\n\n
- Increases your ROI: Facebook Pixels ensures that you target the very audience that is likely to buy your product or service. Greater conversion, more ROI!<\/li>
- Track Conversions: Get firsthand data on how, where, and why your leads convert. Understand user behavior on website and Facebook ads.<\/li>
- Remarket Audience: Get granular with a potential buyer who abandoned a product or service. Make more sales!<\/li><\/ul>\n\n\n\n
If you\u2019re using iOS 14.5 and experiencing data loss, it\u2019s time to switch to Conversions API. <\/p>\n\n\n\n
![\"Facebook](\"https:\/\/exlyapp.com\/blog\/wp-content\/uploads\/2021\/10\/Know-your-FB-Biz-tools-Facebook-for-creators-01-1024x499.png\")
<\/figure>\n\n\n\nFacebook Conversions API<\/strong><\/h2>\n\n\n\n
Unlike Facebook Pixels which trigger cookies on your website to collect data indirectly, Conversions API collects information directly from the users. Simply combine Conversions API with Facebook Pixels and gather data that is more reliable, exact, and has laser precision.\u00a0<\/p>\n\n\n\n
Conversions API can go a long way for your marketing plan. Know how?<\/p>\n\n\n\n
![\"Facebook](\"https:\/\/exlyapp.com\/blog\/wp-content\/uploads\/2021\/10\/Know-your-FB-Biz-tools-Facebook-for-creators-03-1024x499.png\")
<\/figure>\n\n\n\n- You can share user scores or lead scores and use them for optimization in other Facebook business tools for understanding customer journeys better!<\/li>
- Improve information accuracy for targeting, measurement, and optimization when integrated with Facebook Pixel.<\/li>
- When used separately from the pixel, Conversions API allows more control over what data you share and when you share it!<\/li><\/ul>\n\n\n\n
How You Can Use Facebook For Marketing Your Business<\/h2>\n\n\n\n
So far, we have discussed how Facebook helps your business through its tools. Now, let us dive further into the aspect of how you can use the platform Facebook for your business.<\/p>\n\n\n\n
1. Optimize Your Facebook Business Page<\/h3>\n\n\n\n
Facebook has evolved itself to be a great free marketing tool for businesses. The platform allows businesses to identify themselves by not limiting linkings, images, and posts on a customizable page, apart from listing product offerings and services. This gives a better opportunity to the creators to showcase their business personality and character.<\/p>\n\n\n\n
- Facebook business page shop now button<\/li><\/ul>\n\n\n\n
Your Facebook business page is a great spot to develop your brand identity. Share social media images, videos, links, or anything, as long as it is relevant to your business and seems like something your target audience would enjoy. It is always a good idea to use Facebook Insights to see what resonates most with your audience.<\/p>\n\n\n\n
Keep in mind the fact that you are using a social media platform, whatsoever. It might be undesirable for viewers to get bombarded with sell posts while they are scrolling through their phones. Hence, go for a nice mix of humor, educational resources, and your services in your content.<\/p>\n\n\n\n
2. The Classic of Facebook Advertising<\/h3>\n\n\n\n
Referred to as Marketplace Ads, this form of Facebook\u2019s very own advertisement is a popular favorite strategy for generating leads. These classic ads include the following:<\/p>\n\n\n\n
- headline with copy, <\/li>
- an image, <\/li>
- and a click-through link to either a Facebook page or an outside website.<\/li><\/ul>\n\n\n\n
Implementing a marketing strategy into your Facebook marketing is one possible technique for increasing likes or views on-page or driving website clicks.<\/p>\n\n\n\n
Features of Marketplace Advertisement:<\/p>\n\n\n\n
- Demographic Targeting- Facebook uses user data on age, location, education, and interests and streamlines your audience<\/li>
- The ability to set ad budgets<\/li>
- Ad testing- Marketplace allows you to run multiple ad versions simultaneously in order to compare ad designs and setup<\/li>
- Built-in tools for analyzing ad performance<\/li>
- Allows local businesses to advertise for a particular area<\/li><\/ul>\n\n\n\n
Facebook advertising also offers users the ability to increase \u201cLikes\u201d on their page as once an individual likes a page, they essentially become a follower of the concerned page and are delivered all the posts and updates of the same. These all lead to our greater goal of more users interacting with us and our brand, forming possibilities for a sales lead.<\/p>\n\n\n\n
3. Hosting Contests on Facebook<\/h3>\n\n\n\n
Running Facebook contests, giveaways, or promotions is another Facebook marketing tactic that can increase followers and brand awareness.<\/p>\n\n\n\n
Make sure to use a third-party app in order to conduct contests as Facebook itself is not a good platform for the same. There are plenty of paid as well as some free tools that can serve as a platform to host such contests. Shortstack offers a number of free contest templates as long as your page has under 2,000 likes. There are other options as well, like Pagemodo that are free of charge but your options with them are limited.<\/p>\n\n\n\n
Keep track of contests, results, and other analyses on Exly!<\/a><\/h2>\n\n\n\n
4. Facebook Promoted Posts<\/h3>\n\n\n\n
Facebook page owners can pay a flat rate in order to have their individual Facebook posts reach a certain number of users, increasing the specific post\u2019s reach and impressions.<\/p>\n\n\n\n
Now, the question arises, why should page owners be paying to ensure their posts are being seen by their own followers on their news feed. Normally, when a user has liked a page, they are likely to view the posts of that page on their feed. But again, this theory assumes that the concerned users spend every waking moment of their life on Facebook\u2019s news feed.<\/p>\n\n\n\n
If the page is posting something the moment their followers are scrolling through their news feed, they are likely to see it. But even then, there is no guarantee that their feed will not be swamped by other posts. To the owner\u2019s rescue, Facebook promoted posts to make it possible for those posts to reach followers even if the posting time and user\u2019s interaction time do not overlap. It ups your chances of being seen on a user\u2019s news feed.\u00a0<\/p>\n\n\n\n
Apart from being shown to existing fans, Facebook promoted ads offer an added option to reach friends of fans.<\/p>\n\n\n\n
Although the flat rate and easy-to-set up option simplify the process, Promoted Posts lack the targeting options offered by other Facebook ads.<\/p>\n\n\n\n
5. Sponsored Stories<\/h3>\n\n\n\n
Sponsored Stories capitalizes on the \u201cword of mouth\u201d marketing concept. They are a type of Facebook ad that shows a user\u2019s interactions. Such as a Facebook like, to the user\u2019s friends. If a user sees that his friends like a certain page, he is more inclined to pay attention.\u00a0\u00a0<\/p>\n\n\n\n
The goal of Sponsored Stories is to have a user take the same action as their friends. Advertisers can choose to show friends actions like \u201clikes\u201d if they want more page likes, show friends who have \u201cclaimed this offer\u201d if a business wants more users to engage with offers, et cetera.<\/p>\n\n\n\n
Furthermore, they don\u2019t only limit to likes or offers but they can be used with any Facebook Open Graph app. If a friend has just installed an app and signed in with a Facebook account, with Friends on Facebook, Sponsored Stories can show users that their friend has just used the app, with an invite to \u201cjoin them,\u201d \u201cchallenge them,\u201d or any similar variation.<\/p>\n\n\n\n
Sponsored Stories have 46% higher CTRs and 20% lower Cost Per Click (CPC) than regular Facebook ads. This makes them a very serious strategy for marketing on Facebook. CTR refers to the ratio of users who click on a specific link to the number of total users who view a page or any other kind of content.<\/p>\n\n\n\n
6. Facebook Open Graph<\/h3>\n\n\n\n
When Facebook launched \u201cconnect\u201d in 2008, it was an instant hit among users. Connect allow users to comment or like a third-party website without having to sign in, and users could perform the activities through their Facebook account itself. Two years later, Facebook launched Open Graphs which was so much more than Connect.<\/p>\n\n\n\n
Facebook\u2019s Open Graph API allows for creative interactive options outside of the standard \u201clike\u201d and \u201ccomment.\u201d Posts can suggest other activities like, users \u201clisten,\u201d \u201ctaste,\u201d and \u201cread,\u201d \u2013 it\u2019s up to businesses to get creative. Basically, Open Graphs label a user\u2019s action with their app. Billions of interactions are posted with Open Graph every day.<\/p>\n\n\n\n
When users sign in to a site or app through Facebook, the user is automatically connected to Open Graphs. These ads are unique enough to stand out from the cluttered craziness of a user\u2019s news feed.<\/p>\n\n\n\n
Facebook games are the most prevalent example of Open Graph operations. They post a notice when a user has completed a level or won an achievement, among other performances. This creates a \u201cword of mouth\u201d phenomenon on Facebook and users are more likely to engage with the ad as they are being generated by a familiar friend, not simply a brand.<\/p>\n\n\n\n
7. Facebook Exchange (FBX)<\/h3>\n\n\n\n
Unlike promoted ads, Facebook Exchange offers the advantage of ad retargeting through real-time bidding. Facebook extracts users\u2019 web history data \u2013 when they visit a product page on a retailer\u2019s website but fails to make a purchase, and provides the retailer to display an ad for that same product on Facebook with FBX. This is how Facebook tries to convince users to purchase a product they have recently viewed, hence, have a higher possibility to purchase it.<\/p>\n\n\n\n
Initially, such advertisements were only relegated to the side columns, but ever since they were allowed to be displayed in news feeds, response rates reported to be 10 to 50 times higher than that of ad placements in the right column. <\/p>\n\n\n\n
The Clickthrough Rate (CTR) for Facebook Exchange ads is, however, 40% lower than for other web retargeting ads, like those offered by the Google Display Network. <\/p>\n\n\n\n
Apart from lower CTR, the Cost Per Click (CPC) is also 80% higher for Facebook compared to other retargeting ads. Still, in terms of cost-per-impression and cost-per-click, Facebook Exchange ads are considerably cheaper, so the monetary benefits depend on your business\u2019s needs. Moreover, these numbers are also expected to go in the favor of retailers as exchange ads begin to appear more often in the news feed.<\/p>\n\n\n\n
In Conclusion <\/strong><\/h2>\n\n\n\n
While Facebook Analytics may take away some of the stellar features it has previously offered its users. The move may help them consolidate their data and marketing strategy better. Perhaps, better features are around the block, and only the wait can tell us! Till then, marketers can make the best use of currently available services to boost their sales.<\/p>\n\n\n\n
Exly empowers creators with a host of features and learnings from across the web. Check it out today to learn more.<\/p>\n\n\n\n
- Facebook business page shop now button<\/li><\/ul>\n\n\n\n