Build awareness for your business

Measure and adjust Advertise Create compelling content Identify your customers Set up your Page Step 1: Use your Page to stay top of mind with customers Setting up a Facebook Page or

Build awareness for your business

awareness for your

business with Facebook

2 Identify your customers

3 Create compelling content

4 Advertise

Measure and adjust Advertise

Create compelling content

Identify your customers Set up your Page

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

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

Stay top of mind

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

Identify your target

audience on Facebook

33Mpeople on Facebook

in the UK

Every month there are

24Mpeople in the UK

are on Facebook Every day

Measure and adjust Advertise

Create compelling content

Identify your customers Set up your Page

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

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

Encourage feedback from your fans

Top tips for Page posting

Make it about your customers, sharing

posts that feature them using your

products or services

Include content that is unique to

your business

Share your business story through posts that highlight important events and milestones in your history

Encourage participation, ask questions and respond to fan comments in a timely way

“

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 Everywhere Every day With proven results

Measure and adjust Advertise

Create compelling content

Identify your customers Set up your Page

Step 4:

Select the Ad formats that work

best for building awareness

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

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 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 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

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

Measure and adjust Advertise

Create compelling content

Identify your customers Set up your Page

Step 5:

Understand what works best

Use Page Insights

to understand

engagement on

your Page

Use Ad Insights

to measure

performance

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

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

awareness with Facebook

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

1 Set up and optimise

your Page

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

3 Create compelling

content

Identify your existing and potential target audience:

• Age, Gender

• Location

• Life Stage

• Relationship Status

• Likes & Interests

2 Identify your

customers

Target the people who matter to you:

• 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

4 Advertise