Facebook is the largest social media platform in the world, with over 2.05 billion users. More than two billion of these total users are active, and the average user accesses Facebook 14 times per day. On top of this, 65-75% of Facebook users are adults. Therefore, no matter the product or service, it is highly likely that your target market is an active Facebook user.

No other social media platform, or any other marketing channel for that matter, can compete with the popularity and daily-use of Facebook, making Facebook Advertising a powerful tool for marketing and promoting a business. A huge percentage of consumers use Facebook to research small businesses (62%), 60% of consumers will visit Facebook before visiting a physical store, and 80% of consumers are more likely to make a purchase if they see an active Facebook page for the business.

The reason that Facebook is such an excellent marketing tool for businesses – offering the tools for brand exposure and business growth – is that it has built a detailed and complex web of intelligence on each of its two billion users since the company was launched in 2004.

Having recorded every action – both small and large – Facebook now holds information about its users’ online activities and their personal interests, as well as an accurate and detailed record of each user’s age, financial status, marital status, location and much, much more. This information means that businesses can advertise their products and services using highly targeted messages that reach highly targeted audiences. For further information about how Facebook ads compare with traditional marketing techniques, please refer to the embedded PDF.

For small businesses to use Facebook effectively, the first step is to install Facebook Pixel on the company’s website. Facebook Pixel tracks what visitors do when they are browsing the site; this tool enables business owners to re-market to customers who leave the site or re-engage with those that haven’t visited in a while.

Facebook ads come in two forms – either a ‘boost’ to an existing post or the creation of a new ‘advert’. Boosting a Facebook post is quick and easy – simply press the ‘boost’ button located in the bottom corner of a Facebook post. The post will then be pushed in front of the right people, depending on the business owner’s choice of target audience. Facebook offers three choices for the call-to-action that is associated with the post: ‘Learn More’, ‘Shop Now’ or ‘Download’.

Creating a new ad requires Facebook’s Ad Manager, which has 11 ‘campaign objectives’ that are split into three categories: Brand Awareness, Consideration and Conversion. Users can choose who, where and how the ad is shown, and set other ad preferences relating to the target audience such as location, gender, age, language and personal interests. Local businesses can set their adverts to be shown only to those living in the local area, or it is possible to target a number of areas at once.

James Hopkins, founder of QV-Marketing, works with local business owners to help them gain more customers and achieve growth. QV-Marketing gives advice and assistance, helping business owners with their lead generation strategy, as well as helping them more generally to achieve their long-term business goals. QV-Marketing provides the marketing expertise that many small or medium local businesses do not have in-house, providing successful campaigns and strategies using Facebook Ads, Google Ads, email marketing, LinkedIn and website design.