May 19, 2020

5 ways to improve your content marketing on Facebook

Facebook
Social Media
Marketing
online advertising
Eric Harding
3 min
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.”

RELATED TOPIC: The 5 principles of engagement marketing: engage people as individuals

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.

RELATED TOPIC: Tips to replatform your business website

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

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Jun 23, 2021

Sutherland Healthcare helps digitize human experiences

Northwell Health
Sutherland Global
3 min
Engineer human healthcare experiences that truly matter with Sutherland Healthcare

Sutherland Healthcare is a partner in your quest to achieve the Quadruple Aim of improving patient experience, clinical experience, and health outcomes—while lowering costs. They help optimise the value potential of the technologies at hand, remapping existing processes into end-to-end solutions that advance the art of the possible. 

Exposing clients to the value of automation and analytics, Sutherland Healthcare ramps up those capabilities into “service as opportunity” as appetite and ability permit. They free up capital, energy and leadership attention for core competencies and leverage what others can do better, growing their client teams’ skills and capabilities for future success. 

“We serve clients from back-office processes, through to the end-of-customer experience and along the way, leverage big data and deep analytics,” said Matthew Collier, CEO of Sutherland Healthcare.

“We bring a deep domain expertise to each industry, particularly in healthcare,” commented Collier who stresses they meet their clients wherever they are on their digital transformation journey. “From the earliest spectrum of outsourcing through to the point of cloud, we can meet them.”

Founded in 1986, Sutherland Healthcare is a global organisation with over 15 locations and 5000+ employees including healthcare development, analytics and data science teams. With an average Net Promoter Score (NPS) of 80, Sutherland Healthcare uses proprietary analytics, omnichannel and back-office platforms, bots and tools.  They work with six of the top 10 US health plans and more than 100 health industry clients – from stand-alone hospitals to large health systems and medtech companies.

For 12 years, Sutherland has been a partner of Northwell Health - New York’s largest health system serving 11 million people.  

“This has been a true partnership and the outcomes have been really impressive,” said Collier who pointed out the following savings:

  • 15 per cent year over year cash collections
  • 37 per cent reduction in bad debt 
  • 18 per cent decrease in average AR days 
  • 15 per cent increase in our engagement 

The company heritage of being a “future-ready organisation” came to fruition during the pandemic. “By having deeply digital technology enabled service in the RCM arena, we were able to flex up and down with demands from clients,” said Collier.

“Most health systems will tell you that their data is a gold mine both for clinical benefit and economic value.  A more apt description is that it is like an underground oil field which is not very useful. But by partnering with us we can help extract that oil and put that data in the cloud. We can help to refine that oil using our proprietary data monetisation tools to make that data interoperable.”

“Within the first three weeks of COVID-19 we had everyone globally working from home. A treasure trove of technologies enabled us to do that effectively while safeguarding  Protected Health Information (PHI). 

“Sutherland is at its heart, a tech enabled services company and that gives us the edge when the best solution is neither a technology or services solution, but rather the hybrid of the two.”

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