5 ways to improve your content marketing on Facebook
The “Boost Your Business” event presented by Facebook is a nirvana for small business owners and those with entrepreneurial aspirations. With Facebook director of small business Jonathan Czaja as the lead guest speaker this year, the event provided advice on how to advertise and find your target audience using the popular social media platform.
According to Czaja, 40 million businesses have an active Facebook page, while 2 million businesses actively advertise on Facebook. The world is going mobile, and Czaja said Facebook accounts for 20 percent of time people spend on mobile devices. Let’s face it; your customers will be one their smartphone’s Facebook app at some point during the day.
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Below, Czaja provided five ways to improve your content while marketing your business on Facebook.
Lesson 1: Tell your authentic story
Understand that people want to do business with those they can trust. You want to be able to build trust with your community. Czaja believes content is the hardest part of marketing, but his golden rule is being original. “Owners should have their own authentic voice and consistently use that voice to communication with your customers,” Czaja said. “Authenticity is what works well on Facebook. Your post will be showing up in between a picture of my son and a picture of my wife. It’s a private space, so you really want to treat that with respect.”
Lesson 2: Boost your posts
After you’ve created some authentic content, now is the time to start reaching people on Facebook. The easiest way to start that is by boosting your posts. Here, you can select the audience you want to send your posts to, as well as create a budget. What creating a budget does, is indicate the number of people who will see that post. This can create tremendous success.
Lesson 3: Reach the people that matter to you
The beauty of Facebook is not only can you reach a large number of people, but more importantly, you can reach exactly the people you want to reach. The key is not wasting your money advertising on Facebook to people who don’t care about the products and services you provide. It’s like watching a commercial on TV that you care absolutely nothing about. Part of this is also targeting people in certain geographical areas. It’s a very powerful way to reach people who live down the street from your store.
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Lesson 4: Used advanced targeting
This means bringing your website data to Facebook in order to further advance your targeting capability. This allows you to upload your email lists or website visitors to Facebook and, in a privacy protected way of course, find those people on Facebook and target them in your advertising. “This is a very productive way to re-market to your existing customers,” Czaja said. “You can reach your existing customers on Facebook.”
Lesson 5: Measure your results
This is crucial. There are several ways to measure your performance on Facebook, and one good way is tracking the number of purchases made on your e-commerce website that are attributable to your ad on Facebook. With a conversion pixel, which can be installed on your website, it enables you to measure the actual sales generated by your investment in Facebook. It’s very important, because after that, you’ll know if your marketing tactics are working.
This article was originally published by our sister brand, Business Review Australia, and can be found here.
Dark Wolf: accelerating security for USAF
As a small company whose biggest customers are the Department of Defense and the Intelligence Community, Dark Wolf Solutions (Dark Wolf) is a triple-threat, specializing in Cybersecurity, Software and DevOps, and Management Solutions. Dark Wolf secures and tests cloud platforms, develops and deploys applications, and offers consultancy services performing system engineering, system integration, and mission support.
The break for Dark Wolf came when the Department of Defense decided to explore software factories. Rick Tossavainen, Dark Wolf’s CEO, thinks it was an inspired path for the DoD to take. “It was a really great decision,” he says, “Let’s pull our people together as part of this digital transformation and recreate what Silicon Valley startup firms typically have. Let’s get into commercial facilities where we have open windows and big whiteboards and just promote ideation and collaboration. And it creates this collaborative environment where people start creating things much more rapidly than before.”
It has been, Tossavainen says, “amazing to watch” and has energized the Federal Contracting Sector with an influx of new talent and improved working environments that foster creativity and innovative ways of approaching traditional problems.
“We originally started working with the US Air Force about three years ago. The problem was at the time you could develop all the software you wanted but you couldn’t get it into production – you had to go through the traditional assessment and authorization process. I talked to Lauren Knausenberger and she told me about Kessel Run and what eventually came out of this was the DoD’s first continuous ATO [Authority To Operate].”
The secret to Dark Wolf’s success – and its partnerships with USAF and Space Force – lies in a client-first attitude. “We’re not looking to maximise revenue,” Tossavainen explains. “We tell all of our employees, if you’re ever faced with an issue and you don’t know how to resolve it, and one solution is better for the customer and the second is better for Dark Wolf, you always do number one. We’ve just got to take care of our customers, and I look for other partners that want to do that. And let’s work together so that we can bring them the best answer we can.”
Rapid releases and constant evolution of software are common themes among USAF’s partners. Like many firms operating in the commercial and public sector spaces, Dark Wolf leads with a DevSecOps approach.
“Failure is tolerated,” says Tossavainen. “If it’s not going the right way in three months, let’s adjust. Let’s rapidly change course. And you can tell really quickly if something’s going to be successful or not, because they’re doing deployments multiple times a day – to the customer.”