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Social Media is an increasingly popular way to communicate with a business’s audience, both current and potential clients. Facebook is the world’s largest social media platform and as such can be an invaluable resource for Business to Client companies in communicating and in lead generation, particularly for their integration of their advertising with Instagram. Facebook (and by extension Instagram) is a “pay to play” marketing environment.

Where to start

Set up an optimised Business Page in Facebook and/or Instagram. Use high quality company images for the profile picture and header, write a compelling Story section about your business, make sure to include links to your website and other contact details. Make sure your marketing on Facebook is niched to a small target audience, “you cannot be everything to everyone.”

Create a free gift to start building your presence on the platform, something that is at low cost to you but has high perceived value for potential customers. Another option is to run a competition with one of your products that can drive people to engage and therefore build your audience.

Run an ad campaign

We no longer use Like Ads to find new potential customers and build a relationship.
For most business, you'll pay 20c – $1.50 per Like (maybe more).

Instead our first step now is to run Video View ads to find new potential customers and build a relationship.
Video views cost around 1c – 3c per view, and build a stronger relationship than a Like ad.

Using Video View ads is not only more cost effective, it will help you to identify the key demographics of your ideal client. Following up from your initial Video ad with a campaign targeted at your key demographic will help you to make your marketing more cost effective.

Once you have built up your audience, start to expand your content. For suggestions of online tools you can use to brainstorm topics, frequently asked questions and see upcoming trends in your industry, see our Using Online Tools to Develop Strategies and Grow Sales factsheet.

Once you have built your following through these ad campaigns and established your niche, the next step is to generate highly targeted leads to create your database. This is done by using Messenger.

So how do you run a Messenger campaign? Kerry explains, using a case study from one of her businesses, how to use messenger and a chatbot to drive a campaign.

Kerry recommends the chatbot ManyChat  

Running Facebook Ads to target different levels of your audience.

As with traditional marketing there are three levels of audience you need to target when using Facebook.

Cold Audiences

For these audiences you should be running video view ads to warm them up. These audiences can be advertised to using detailed targeting or the lookalike audience feature.

Detailed targeting

You refine the group of people your ad will be shown. Filtering can be based on demographics like age and location, what pages and other ads they interact with, and even the kind of device and the quality (speed) of their internet connection.

Lookalike Audience

You can use an existing custom audience for Facebook to analyse for common traits, such as demographics or expressed interests. They then use this data to target your ad at appropriate users. Remember that the larger the number of people you want on your list, the less well matched they will be to your criteria, and the better your source data quality, the more accurate the results.

Warm Audiences

These are audiences that have in some way interacted with you but have not purchased from you. You can create custom audiences from the following:

Video Views

You can filter these results by the amount of the video they’ve watched (e.g. 25%, 50%, 75%, 95%) or the timeframe in which they last viewed your ad (e.g. last week, fortnight, month, etc.). Page/Post engagement – you can filter these by the number of days from last engagement.

Website traffic

You will need a Facebook pixel installed on your website for this option. With this you can track “standard events” (customer actions) on your website such as adding items to the shopping cart or a wish-list, donations (for charitable organisations), searches (e.g. for a product), etc. For these audiences, you can remarket to them based on their past interaction with you. For example, if they have viewed one of your video ads, you can follow up with further information on that product/offer (i.e. price guides, sale extension, “like product X? See our customer reviews here”, etc.).

Hot Audiences

Customers that have previously purchased a product or used one of your services. Remarketing to these audiences is used to drive repeat business for services and consumables or to upsell other offerings. For example, “now you have product X, get product Y”, “loved service X? Try service Y for Z% off” or “need to stock up on product X? Click here to resupply”, etc.

This Factsheet has been compiled using footage from Ai Group’s webinar “Building Profitable Facebook Marketing Campaigns”, and information and slides provided by one of our BIG Hub consultants, Kerry Fitzgibbon.

View Kerry’s Profile or request a quote.

Further information on Facebook for business, including how to set up audiences and cost information.  

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