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[Beginner] How to get started with Facebook marketing for SMEs business owners

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Facebook marketing is no longer “a new thing around the block.”  When I was a kid, I always thought that Facebook is just a social media application for you to interact with your friends after school. You could play games, chat and even read what your friends are up to.

Nowadays, while most of the people still uses it casually, more and more businesses has come to know the significance of Facebook marketing to their business. 

With more than one billion users on it, most of the business can rely on Facebook to market, brand, promote and engage with their customers.

With that being said, while Facebook marketing is well known overseas & in the States (where it originated from ) most of the SME owners in Malaysia still are unaware on how to fully utilise Facebook to its maximum potential. 

(1) I’m getting a lot of non-Malaysian and people who are not relevant to my business liking, sharing and commenting on my advertisement 

(2) I’m not getting any sales on my website even after advertising for more than hundreds & hundreds of dollars

(3) I’m getting a lot of people asking for more information by “private message” but no longer replies after I’ve given them more information and follow up. 

The list of complaints goes on & on, but it’s good to note that Facebook marketing can only be as good as the advertiser itself. Facebook wouldn’t work for your business if you as a business owner, lacks understanding & creativity on how to implement it to your business. In this article, we are going to talk about how to properly utilise Facebook marketing and how to get started properly with it in a proper manner.

Key takeaways: It's important to note that Facebook marketing comes in various formats. Each seeks to deliver different function and results, depending on what you need for your business. Some of them include:

(1) Leads advertisement ( To obtain emails & phone numbers of potential customers )
(2) Message advertisement ( To obtain messages from person of interest on your business)
(3) Engagement advertisement ( To obtain more comments, like & share for your business)

Thing is, business owners that are looking to fully utilise Facebook marketing must ask themselves:

(1) What am I trying to accomplish on Facebook? Is it gathering more leads? Or is it getting more enquiries?
(2) What are the characteristics of my existing customers? What would they like to hear and see on Facebook that would attract them to my business?

In all these process, as a business owner, you must also know that Facebook is not a money machine. It DOES NOT provide you with more money just because you've advertise on their platform.

Be rational & practical.

Most of the business owners we talked to, shares that they only click on the “Boost Post” button to “advertise” on Facebook.

They do not know what it does nor is it working for their business or not. This is in fact, an incomplete way of advertising on Facebook. 
“Boost post” ensures/ are programmed to deliver the most page likes, comment, likes and share for your Facebook page.

Only if you know how to put it to a good use. But for the sake of this article, we won’t go into how to utilise “Boost post” feature yet.

From here on in, we will be encouraging more hands on activities. If you would like to learn more about Facebook marketing on a basic level, please follow us step by step now.  Ready? Here we go.

STEP #1: ACCESS ADS MANAGER & SELECT YOUR OBJECTIVE

Go to Facebook ads manager, you can access it by using the link we provided. Facebook ads manager is where you should be creating your advertisement at. Upon arriving at the ads manager dashboard, this is what you should see next.

DID YOU JUST LAUNCHED YOUR PRODUCTS AND LOOKING TO BUILD AWARENESS ON YOUR BRAND?

Ask yourself what do you want to achieve in this marketing campaign. Think accordingly to what you need and select the advertisement type that matches to your intention the most. 

ARE YOU UNSURE OF WHO MIGHT LIKE YOUR PRODUCT AND WHO MAY USE IT?

Choose “reach” as your marketing objective and Facebook will show it to as many people as possible within a general criteria that you’ve chosen. You can then easily view their data to learn more about your audience and gather valuable feedback for your business. 

DO YOU HAVE A WEBSITE BUT NOT THAT MUCH ACTIVITY ON IT? DO YOU WANT TO DRIVE TRAFFIC ON THE WEBSITE?

Choose ” traffic” as your objective and Facebook will show it to people that are likely to visit a website.

CONCLUSION FOR STEP #1: KNOW YOUR OBJECTIVE

Doesn’t matter which objective your marketing campaign is trying to achieve, Facebook will be able to assist you. But you must be able to pinpoint that yourself and convey your objective to  Facebook. 

Remember to ask yourself: What are you trying to achieve on Facebook? Remember that Facebook would not be able to grow your business 2X or 3X out of nowhere. Be practical and rational, one step at a time. 

Don’t expect to put in RM1,000 and expect a RM5,000 return out of nowhere the next day.

STEP#2: DEFINE YOUR AUDIENCE

In this step, you will work with Facebook to find your customer. If you are trying to reach out to your customers, try to think about their characteristics. 

Are they female or male? What age are they in? What kind of interest would they have?

For example, if you’re selling a hair conditioner shampoo for females, you wouldn’t want to show your advertisement to males do you?

CONCLUSION FOR STEP #2: KNOW YOUR AUDIENCE

First think about what kind of people would be interested to purchase your products/ show more interest than the others.

Then, think off the criterias that they share and choose those criterias on Facebook. They will try their best to show your advertisement to people who matches your description the most.

Therefore, you must REALLY know your audience. 

STEP #3: ADS CREATIVES AND COPYWRITING

Now that you know what is your marketing objective and your audience, it’s time to design the advertisement.

Think about what would they like to:

(1) See. 

In the case of hair shampoo conditioner, do they want to see more testimonials? Before and after picture? Video? Or what ingredients are you using in your shampoo?

(2) Read about. 

Do they want to read more about how your shampoo can fix their hair or help them grow healthier hair? Or 5 tips on how to pick a good shampoo conditioner according to their hair type?

Thing is, you have to know what appeals to your audience, inline with your objective. 
In this step, you can choose which kind of creative you want to use, whether it’s carousel, video, single image or even a slide show. Facebook will let  you know which format is available depending on the objective you’ve chosen earlier.

The key is to make “advertisement designs” and “copywriting” that appeals to your audience. Check out a sample done by the Catalyst Digital team.

In this campaign for our clients, we were tasked to promote their MBA courses in which we gathered 31 leads just within the span of 3 days with a budget of RM400. Each leads has potential to convert for  a RM100,000 course!

We like to believe that we’re only able to make this a success because we convey a clear message to a group of interested people along with a series of good artworks. 

CONCLUSION FOR STEP #3: KNOW YOUR CREATIVES​

Put yourself into their shoes, how would you like to be told about a course/ a product / an offer even if you’re interested in them?

Hard selling no longer works. So be smart and find a creative way to convey your message to your potential customers

NOW THAT YOU HAVE A LITTLE BIT OF KNOWLEDGE ON FACEBOOK MARKETING, WHAT'S NEXT?

Wait! There’s more! To get everything we mentioned into an easy picture for you, download our digital campaign planning template right here: Download. 

Follow our template by filling in the necessary details and you will definitely do better for your digital marketing campaign.

In the case you still need assistance, don’t hesitate to contact us! You can do so via our contact page here.

Ran out of budget to spend on Facebook marketing, but still would like to build on a marketing strategy for your business? Don’t worry! There are multiple ways for a business to market themselves for FREE!

Read: 5 Best free tools for small businesses to start their marketing campaign

If in the event you’re looking to hire a digital agency to do this for you, look out for the red flags! Make sure they are the right hire.

Read: 5 red flags on wrong digital agency hire

Do remember to subscribe to our newsletter if you want more content like this and if you love how Catalyst Digital work with digital marketing campaign and would like to start a project with us, start by clicking here to get more information.
Jin Chi

Jin Chi

The founder of Catalyst Digital. Born in year 1995, a huge fan of blue ocean strategy as well as lean startup. You can contact him by email at jinchi@catalystdigital.my

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