02 July 2015

Q&A: Facebook for Business

Facebook SMB manager Olivia Leonard provides must-read tips for SMEs on using Facebook for Business

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Who’s using Facebook for Business?

Olivia Leonard (OL): “More than two million active advertisers are now using Facebook every month and the vast majority are small businesses. I’ve seen every type of business use Facebook – from restaurants and clothing stores to plumbers. I’ve even spoken to farmers who’ve grown their business with Facebook. If you use Facebook personally, you can use it to help grow your business.”

How easy is it to get started?

OL: “You can set up your page within minutes and start to target customers who matter most. Those customers are likely to be using mobile devices, so, thanks to Facebook small businesses have access to an instant mobile marketing strategy. We have lots of advice to help you get started on our Facebook for Business page and our Facebook help pages. There are case studies and how-to guides to help you get the most out of your campaigns and you can also reach out to us directly and we will be happy to help you.”

What sort of content should SMEs post?

OL: “Understanding the kind of content your customers will be interested in and then posting regularly will help you establish a strong presence. When you’re just getting started it’s wise to try different kinds of posts to see which ones get the most attention. Visual posts such as photos and videos look great in the News Feed and tend to get a lot more Likes, Shares and Comments.”

What are the advertising opportunities?

OL: “Small-business owners tell us they’re using Facebook to connect with existing and new customers to help grow their business in a targeted way. There are more than 1.2bn people on Facebook, more than one billion of whom use Facebook monthly on mobile. Facebook provides a simple way to attract or engage with existing customers – be it locally, nationally or internationally.”

How do you reach new prospects?

OL: “When you create an ad on Facebook, you’ll define and personalise the audience that will be eligible to see it. Choosing a relevant audience is important because your ad will only be shown to people who match the criteria you select. Facebook offers a range of audience targeting options such as Custom Audiences, Location, Demographics, Interests, Behaviours, Education, Connections or Partner Categories. You can choose from one or a combination.”

How can you measure results?

OL: “We have developed a number of tools to help SMEs. Page Insights give you an overview of who your customers are and how they’re connecting with your business. Adverts Manager is a dashboard with powerful tools that let you see how your ads are performing against your goals. When there’s a specific action that you want people to take when they see your Facebook ad, such as signing up for a newsletter or purchasing a product, you can set up conversion tracking pixels on your website to measure your success.”

What are your top tips for using Facebook for Business?

OL: “Create a page to get an instant mobile marketing strategy. Fill out the contact information so people can find you. Post engaging content that is relevant to your audience. Start advertising and target customers who matter to your business most. Use Facebook’s Page Insights tools to see how your customers are reacting to your business.”

Interview - March 2015.
The opinions expressed in this article do not necessarily reflect those of the HSBC Group.

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