Are you using Facebook for marketing for your business. If no, is your answer, you might want to reconsider your overall social media marketing strategy. Facebook is still one of the biggest social media today and a perfect marketing tool for businesses.
Facebook remains to be the most-used social media platform in the Philippines. According to data published in Meta’s advertising resources, Facebook had 80.30 million users in the Philippines in the early 2023. By developing Facebook marketing strategy, you will be able to target this audience and convert them into leads.
But to create a successful Facebook marketing campaign, you must know and use all Facebook marketing features. Do you know that Facebook offers a lot of tools for advertisers. You read that right, these tools and features can make your job as a marketer a lot easier if you know how to use them.
While Facebook has been around for more than a decade, many are still relying on its basic feature of social media. Are you one of them? Let’s find out. Here are Facebook features that you should start taking advantage of if you want to attract more leads on the platform and boost your sales.
1. Custom Audiences and Lookalike Audience
One of the reasons why Facebook is a powerful marketing tool is because of its several targeting options both for your content and ads. One of Facebook’s targeting features is the Custom Audience. This Facebook tool allows you to manually upload and save your audience data on the platform. Once you set up your Custom Audience data, you can launch a campaign targeting those specific people.
You can also use our Custom Audience to create Lookalike Audience. It’s another Facebook feature for advertisers, that lets them target audiences that share similarities to their existing customers. Based on your Custom Audience, Facebook finds and generates users that have the same demographics, interests, behavior, and more. This then allows you to reach new potential customers.
2. Meta Pixel (Formerly Facebook Pixel)
Facebook Pixel or the Meta Pixel today, is another crucial Facebook tool you should never skip, to create a more effective marketing strategy. It’s a very useful feature that lets you understand your audience behavior after they click your ads. You can understand how they engage on your websites such as their purchases, signups, and even the views.
By analyzing the data from your Meta Pixel, you have more chances to deliver your ads to the right audience. Furthermore, you can optimize your ads to achieve certain goals, such as to gain clicks and conversions.
3. Remarketing on Facebook
At this point, you probably set up your Meta Pixel and you already have Custom Audiences. If that’s already the case, then everything is set for you for Remarketing. This useful feature allows you to reach users who have previously interacted with your brands. These people probably visited your page already, added your products to their cart, or gave you their information.
With the Remarketing feature, you then can show your ads to these people. Since, they are familiar to your brand in some way, you have more chance to convert them to leads.
4. News Feed Targeting
News Feed Targeting is another targeting feature of Facebook. But this time, it is intended for organic posts. Like the few features we mentioned above, this allows you to target certain audiences based on their interests.
The News Feed Targeting feature is located at the “Write Something” field. If you don’t find this option, you simply need to activate the feature. To do this, go to “Settings” then choose “General”, and look for the “Audience Optimization for Posts” section. Tick the checkbox to activate the feature.
5. Facebook Insights
If you are a marketer, you definitely need to know how to use Facebook Insights. This is a Feature on Facebook that provides data and analytics of your business page. These data can be used in several ways to create a more effective strategy and get ahead of the competition.
For one, you can use Facebook Insights to spy on your competitors. Inside this tool is the Page Watch Feature that let’s find all your competitors on the platform and compare your activity, engagement, and even their audience growth.
You can also use the data on Facebook Insights to identify trends and patterns. For instance, you can determine the right content for your audience, and the best time to post it.
6. Facebook Lead Ads
The Lead Ads is one of the latest features of Facebook for advertisers. This marketing campaign allows your customers to quickly take your offer without leaving the platform. There are no external links involved, meaning your customers are not redirected to a different page.
Let’s say, a potential customer wants to sign up from your lead ads. By clicking your CTA button, they will be able to access your form and accomplish it right on the Facebook app. To simplify the process, Facebook also auto-fills the form using the user’s information, leaving them fewer fields to complete. This significantly reduces the friction from signing up and increasing your chances of success.
7. Relevance Score Reporting
Want to know how your ads perform on Facebook? Do you think it gives you more value? Or maybe your audience ignores them? To answer these questions, using Facebook Relevance Score might be your best solution.
The Relevance Score metric measures how effective your ads are. This Facebook tool gives you negative and positive feedback factors in the overall relevance score equation. You’ll get a positive grade when your audience views your ads. On the other hand, you’ll get negative grades when people hide or report them.
Your relevance score will be updated regularly. Be mindful of your score as it will affect not only your ad delivery but also your ad cost. Facebook will reward you when you produce more relevant and timely ads.
8. Facebook Messenger Bots
The rise of artificial intelligence is making headlines right now. This advancement has affected different professions that are related to the online world. This includes the digital marketing world. But long before AI became so popular, Facebook has already been offering it to users in the form of chatbot.
Facebook allows you to create a bot on Messenger. You can use it as an interactive FAQ or connect your customer to live agents. Furthermore, your customers can use the bot for a more complex request such as purchasing items, tracking orders, and so much more depending on your business. Utilizing Facebook bots can increase customer engagement significantly.
9. Meta Verified
Meta Verified is the new paid subscription program of the company. According to Mark Zuckerberg, they launched the new feature to increase the authenticity and security across the Meta platforms. Apart from the fee, you also need to present a government ID to get verified.
Once approved, you will get verified on your profile. This helps your audience that it’s your real Facebook account. Meta also promised to increase your visibility across different areas of Facebook. This includes searches, comments, and recommendations.
10. Pinned Post
Do you have a certain post that you wish to visibility for a much longer time without spending extra? Or maybe an important business announcement that your customers should know. Pinning this important post on top of your page might be the best solution.
Good thing, there’s a feature for that on Facebook and you can use this effortlessly any time. To start, find the post you want to pin on your timeline. Click the three-dot icon on the upper right side of your post. Choose “Pin to Top of Page”.
You also have an option to set expiration date on your pinned post. Keep in mind, however, that you can only pin one post at a time.
Don’t know where to start?
Making use of Facebook marketing tools is one thing, but developing an effective Facebook marketing campaign is another matter. Let our social media experts guide you in creating a strategy that will get your business to stay ahead of the competition.
