Month: June 2020

Facebook Adverts

Facebook Adverts

We’re going to look at:

  • The benefits of advertising on Facebook,
  • The difference between a boosted post and an advert,
  • Ads Manager and Business Manager (download set up guide here)
  • Types of adverts you can create for your business,
  • Tips for a good advert,
  • Audiences
  • Budgets

What are Facebook ads

Facebook adverts often look very similar to normal posts on your Facebook feed.  You can often identify them as they say ‘sponsored post’ underneath or they appear down the side on the Facebook news feed.   They are often hard to spot, but are usually specific to you, depending on your location or your likes and interests and how you have interacted with other pages on your account.

Reasons to advertise on FB

  1.  Highly effective

Facebook is one of the best places to advertise online and a survey I found said that “78% of American consumers say they’ve discovered products on Facebook.” I imagine those stats are similar to the UK.  With the right set up and a little knowledge you too can use Facebook ads to promote your business and sell your products.  You don’t need a huge budget and it is relatively simple to do.


  1. Simple to set up and fast results

Anyone can log on to Facebook and create a business manager account, set a payment method and publish a campaign in a matter of minutes.

You can boost a single post to reach users directly from your Facebook page, or you can create a more complex campaign that targets custom audiences and produces even greater results with the business manager.  (I’ll talk about the difference between boosting a post and creating an ad from scratch later on)


  1. Reach your ideal audience

We already know how many millions of people use Facebook every day, so it’s no surprise that FB ads are a great way to reach more people.

Facebook provides lots of different ways to reach specific people based on their behaviour on your website, their known likes, engagement with your Facebook page, and other various elements of their demographic such as age, gender, and location.

So, for example, you can target people in a specific radius from your business

You can target people who like certain things, such as dogs

Small business owners

Women in their 40s etc etc

Also more complex things such as who has visited your website, people who are similar to those who already like your page or friends of people who already like your page.


The difference between boosting posts and adverts

A boosted post is a post on your Facebook Page that you can apply money to in order to promote it to an audience of your choosing. It is the simplest way to advertise on Facebook.

Boosted posts differ from Facebook ads because with a boosted post you can do this directly on your page, whereas a Facebook advert needs to be done in ‘Ads Manager’ and they don’t have all of the same customization features that Facebook adverts do.

When you boost a post, it’ll show up in your audience’s Facebook News Feed as an ad. You choose a post that’s already on your page that is performing well and boost it in a couple of steps:

Who you want to reach, your max budget and how long you want to run your ad.

You press ‘boost’ and it’s done.  Easy peasy.


Facebook ads, on the other hand, are slightly more complex. ‘Boosting’ a post is still considered an ad as you have to pay for it, but Facebook ads are created through Ads Manager and offer more advanced customization.

  • You can choose different ad placements – you can choose whether you can to place the advert on Instagram, Facebook News Feed side ads, Messenger ads, Instagram stories, instant articles, and Audience Network.
  • You can be more specific with ad objectives: You can choose things like brand awareness, likes, lead generation, conversions, clicks to your website and you can edit your ads while they’re running and have a bit more flexibility over them.
  • Be Creative: You can also be more creative with the ads, and design carousel ads, add specific descriptions and add a call-to-action button that’ll drive more of your audience to take action.
  • Targeting: You can also use more advanced targeting.  Boosting posts let you decide on interests, age and gender for your ad targeting, but with Facebook ads, you can use more advanced tools to define demographics, lookalike audiences, use the Facebook pixel code on your website to capture web visits and more.

So, which should you use?  This all depends on your business and social media marketing goals.  If you simply want more likes and engagement then a boosted post could work well for you.  If you want to make sales online, be more specific with your targeting, retarget people who have shown an interest in your product or service then Facebook ads would be more beneficial.


How to set up accounts

Ad Manager Vs Business Manager

So, often you may hear people talking about Ads Manager and Business Manager.

Ads Manager is specifically what you would build any Facebook adverts in.  It is where your account payment details are saved and where you can see all the reporting tools.

Business Manager is like the hub of all Facebook management and where you manage your business pages.  You can assign roles, create pixels (I’ll explain what that is later), manage multiple pages, collaborate with agencies.  There is also added security for Facebook pages.

Business Manager is a more secure way to manage your Pages and ad accounts.
You can see who’s working on what and what they have access to view and work on.
You can also keep your business separate from your personal Facebook profile.

Ideally, you should have Business Manager set up – I have created a handy ‘how-to’ that you can download here


How to create an advert

We would be here all day if I was going to show you exactly how to set up an advert, but I found this great guide from AdEspresso you can follow, which seems pretty easy to follow…


Types of advert

There are over ten different types of Facebook advert that you can set up. Sometimes it can take a bit of playing around to know what format works best for you and what you want to achieve.

Check here for a guide from Facebook as to all the different types of ads

Here is a quick rundown of the different types of Facebook adverts


1 – Brand awareness

Increase awareness for your brand by reaching people who are more likely to be interested in it

2 – Reach

Show your ad to the maximum number of people



3 – Traffic

Send more people to a destination such as a website

4 – Engagement

Get more post engagements page likes or event responses

5 – App installs

Get more people to install your app

6 – Video views

Get more people to view your video content

7 – Lead generation

Drive more sales leads, such as email addresses, from people interested in your brand or business

8 – Messages

Get more people to send messages to your business in messenger



9 – Conversions

Drive valuable actions on your website, app or in messenger

10 – Catalog (this is how they spell it!!) Sales

Create ads that automatically show items from your catalogue based on your target audience

11 – Store traffic

Drive visits to your physical stores by showing ads to people who are nearby


Tips for a good advert

Your Facebook ad creatives and copywriting are among the top elements that decide whether your ad campaign succeeds. If a Facebook user is scrolling through Facebook and your ad doesn’t catch their eye, they won’t click on it, end up on your website and they definitely won’t end up converting.

Research has shown that images are responsible for 75%-90% of ad performance. This is why it is important to choose a really great attention-grabbing image.

Here is a great step by step guide how to create an advert



  • Think about the image you use. Is it one you’ve taken or a stock image, will it stand out,
  • is it colourful and eye-catching, is it funny?
  • is it going to make people stop and click?
  • Images should only contain a minimal amount of text


So what is written in the advert?

  • Is it attention-grabbing
  • Does it post questions, or answer your viewer’s problems or
  • Promise a benefit
  • Keep it short and clear
  • Perhaps you can use testimonials in your text or give your customers experience dealing with you?
  • Give a sense of urgency. Limited edition

Audiences and targeting

Remember that advertising is about getting customers, not cheap clicks.   You want to see a return and something tangible from the advertising that you do.  So, it is important to think about targeting and not just using a scattergun approach and targeting everyone in the UK.

To find out more about targeting and audiences click here


There are 3 different types of audience in a Facebook advert

  1. Saved Audiences

Saved Audiences are the audiences that you can define by choosing people’s interests, location, age, gender, devices, income level, etc. You can create Saved Audiences in your ads manager.


  1. Custom Audiences

Facebook Custom Audiences are probably your most high-value target audiences as they allow to retarget past website visitors and people who have engaged with your content and people who have engaged with your Facebook page as well. You can also upload email lists to custom audiences too.


  1. Lookalike Audiences

Lookalike Audiences let you reach the people who are similar to your existing followers on your Facebook page.  Lookalike Audiences help you to extend your ad campaign’s reach so that you only target people who are likely to be interested in your offer.



You don’t have to have huge budgets to see a return on Facebook ads.  You can spend as little as £1 a day and see results.  Obviously the more money you have the more you will get seen, but I’ve had some great results for clients who have spent £5 a day for a week.

Phew, that is a quick guide in how Facebook adverts can be effective for your business and a bit more about how to use them.  Remember you can download a guide on how to set up Business Manager and ads manager HERE.


Please drop me a line with any questions or download my price guide for more information about how you can work with me.


How to use Instagram for Business

How to use Instagram for Business

Social media is all about being social, having conversations with people and getting them to engage with you…and you with them too.  You want people to find out about you and your business, you want them to google you and search for your website to get more information. You want to inspire them with what you can do.  And Instagram is a great place for doing this.  Marketing is all about sharing your story, your products and services – if you don’t fly your own flag about how amazing you are, no one else will and you’ll go under the radar – probably while one of your competitors is out there doing it for themselves.   So, if you have an Instagram account, or are keen to use it more I’d say go for it. If you enjoy using it if you want to make it part of your digital marketing strategy embrace it wholeheartedly because it can be a fantastic tool for promoting your business and spreading awareness of what you do.

  • It can drive traffic to your website
  • You can build up relationships with your followers
  • You can sell products on there
  • You can make new connections with people in your industry
  • You can find inspiration and other awesome people to follow to
  • You can show people how fantastic you are and get new clients, sell your products and generate leads.

We talk a lot about engagement and we all want people to engage with us…however the key is engaging with other people. You want to be liking, commenting and sharing other people’s content to get seen by them as well – Instagram is all about building a community of like-minded people who are interested in what you do and being social with them – this can lead to new followers, leads and sales.

You can also download my handy INSTAGRAM CHECKLIST

Or watch my Facebook live presentation here

Tone of Voice

Tone of voice and personality is a really basic principle of social media and how to use Instagram for business and can influence how you set up or run your Instagram account.  Instagram is not just about what photos you take, it’s about what you post and what you talk about.  Quite often I find that people don’t like being the face of their brand, they don’t like being on camera, or putting themselves out there.  But, sometimes the key to this can be as simple as really thinking about your USP, finding your voice and knowing what to talk about.

A lot of Instagram influencers talk about the same topics all the time – take Mrs Hinch for example – it’s cleaning, babies, mental health.
Chessie King – Body image, self-care, health and fitness
Joe Wicks – again health and fitness, diet, exercise
Lisa Jackson (me) – Marketing, running a business, being a mum and Cumbria

These people above all talk about what they are passionate about and this is why you follow them – these topics make people want to come back for more.  As business owners, we want to be talking about our business, what we do, why we do it, how we do it, what makes us different from others, what we’re passionate about too…what do you want your Instagram to be known for?

So what are you passionate about? Pick a few things you absolutely love (between 1 to 5 things). And then post about these things all the time. This is your content, your story, your theme.


Then think about your style
Is your business formal, serious?
Friendly and chatty?
Out there and a bit bonkers?
Don’t be afraid to let your personality shine!

How to make your business sound interesting

I get asked a lot about how to make your business sound interesting on social media. Sometimes I have clients who are blessed with having a marvellous product or service, like flowers, or cake, or weddings – you could talk about this until the cows come home. There is such a rich variety of content to post – lucky things. So, how do us B2B service providers, or people who make widgets or thermostats make their social media sound interesting?  Don’t worry – just because you don’t have a red Ferrari, the latest innovative beauty product or a spacecraft doesn’t mean your brand voice has to be something people ignore. A lot of B2B companies treat social media as an afterthought, their posts lack personality and a human touch.

For instance, the insurance industry is about as uninteresting as it gets. Sharing links about how to choose business insurance all day isn’t going to build a following. But when you think about who is your likely audience and tailor your social media content toward those people, the scope of what you can post becomes a lot wider. Then, even if you’re in a “boring” industry, you can still deliver share-worthy content on social media and continue to build your audience.

It is also important to think about the type of content that your audience will like, rather than what you want to post. Most people are on social media to be entertained and kill some time, so your social media content needs to appeal to that. That means instead of posts about why your products or service is great, think about creating content that tells stories, appeals to emotion and sparks conversation.  Think about how you can speak, show, entertain, educate, inspire and share.  How do your products help improve people’s lives – whether that is GDPR policy, marketing, admin services, accounts, widgets and screws – There is a voice and vibe for everything.

Here are some examples…
• Educate – Educate your audience. You are the expert in your field so tell your audience about what you know and what you can do.
• Inspire – inspirational quotes are fab, but make sure they are going to inspire your audience. Don’t just post a quote and leave it, expand on it, tell your audience why it’s relevant to you. Inspire them with your backstory, with your thoughts and ideas.
• Tell a story – everyone loves to be nosey – tell people about you and how you got to where you are, tell them if you’ve had something funny happy to you, or had a bad day – there is a story in everything!
• Be human – comment on people’s posts, thank them for doing something, tell them something nice without expecting anything back.
• Be useful – share content that will be useful to your followers. Consider this an opportunity to position your business as an industry expert. Dig deep, to help your audience understand the real value of your goods.
• Don’t take yourself too seriously
• Discuss – ask questions, provoke thoughts and discussions
• Conversational tone – be chatty, forget the formal stuff – people want to know the real you. It’s all about being social. Use humour, let your hair down, but don’t go over the top
• Engage with others – have conversations, comment on what people share, get involved

Your first goal of B2B social media marketing needs to be all about building your brand, not sales and leads. The odd sales post here and there is fine – of course, you run a business, but think about humanising your brand and be SOCIAL.

A good way to tell whether or not you’re sharing great social media content is to ask yourself this: If I didn’t work for this company, would I look at this post?
If the answer is no, it’s a sign you need to revamp your content.


Instagram Fundamentals

Now let’s get down to the juicy stuff of how to use Instagram for business– I am going to walk through the fundamentals of Instagram. The key things you need to ensure you have in place to really maximise your account.  So, here are my tips for things you can do right now to improve your Instagram feed.


According to researchers, it takes less than two-tenths of a second for an online visitor to form an impression of your account.  So, writing a good Instagram bio is quite important as you need that first impression to be a good one!

  • Make sure your name is actually your name in Instagram (name field in your profile, not your Insta user name).  As your name and username are the only fields that Instagram considers in search queries.  So it’s really important to make sure that the name you use in your Instagram bio is the one your followers and customers are searching for!
  • Skills – who you are and what you do. You might want to list some of your skills or services think about what sets you apart from competitors
  • Keywords – add in some keywords. Not for searchability, but to show people what your profile is all about, add in the pain points, answer their questions.
  • Link – add a link to your website or blog.
  • Email – add in your email to help followers find a way to contact you easily
  • Hashtags – include a branded hashtag
  • Emojis – share some fun


So the grid is all your pictures on your account page.  When people arrive at your Instagram account, the top 9 pictures in your grid should reflect who you are and what you do. If those top 9 photos appeal to people, they are more likely to press the follow button. Think of that top part of the grid as the ‘magazine’ of you/your business. Have a look at it – what does it look like. Would you follow your own account? It needs to look attractive.

A grid layout is how your posts are positioned in your feed and attracts people to follow you once they’ve viewed your profile.
There are 9 types of Instagram grid layouts you can create –

1 – squares
2 Diagonal
3 – Tiles
4 – Row by Row
5 – line in the middle
6 – Rainbow feed
7 – Borders
8 – Puzzle
9 – Mix

For me, I stick with plain and simple images as it’s the easiest, but why not be creative with what you do – there are so many options to have fun with. I use my teal brand colours and try to alternate them light and dark.  However, I’d say get the basics right first, then start playing around with it and you can get more adventurous and creative.


An Instagram theme is how your Instagram feed looks like overall.  It is your visual personality.  So what do you want your theme to be? boho, tropical, colourful, minimal or white?
Mine is linked to my brand colours and imagery, so it is all consistent.


Once you’ve chosen your theme make sure you are consistent in how you use it. Pick a font, pick a colour, pick a filter and use them in all your photos.  Again, it will give you a really nice looking grid.


Now it is a bit of a pain on Instagram that you can’t add links to posts.  I always tell clients you should use your social media to drive traffic to your website or share information, but it’s so much harder to do this on Instagram.  However, there is a way around this.

You can add a list of links into your bio.  I like to use something called Link Tree.  If you have a look at my profile, there is an example there – I have my website, blog, link to my Facebook page, to my costs, my portfolio.  So, if I reference these in any of my posts, I can say (link in bio), knowing that people can find the information I’m talking about.


Did you know that Stories are seen by over 3m people per day! They are a really powerful tool and a great way to tell people more about you. They are the first thing people see when they arrive at Instagram and they will generally take time to view stories of people they follow before they scroll down their feed.

If you don’t know what they are it’s the little boxes across the top of the page when you arrive at Instagram. You can also now use them on Facebook too. Or like me, I’ve got my Instagram and my Facebook stories linked, so anything I can on Insta stories, gets posted to Facebook too.

So, use stories to talk about what you’re up to; show off your personality, share special offers, link to your grid, use hashtags, tag other people, share information – there is so much you can do with a story…they last 24 hours, but you can also save them as a highlight, so people can view them at other times when they look on your grid.

How to make effective Instagram stories without me being in front of the camera
Now I know this is probably an issue for a lot of people – not everyone wants to get in front of the camera. It feels awkward and comfortable and you feel you have to do a million takes before it is right – right??

However, if you can I would encourage you to think about it as according to SproutSocial, Instagram posts with faces in them get 38% more likes than those without. And to back that up even further, Instagram posts with my face in them get better engagement than photos without. People get to know you and visualise you and they begin to build up trust in you, your skills and your profile.

However, if you really can’t bear to show yourself. There are a few things I would suggest if you really really don’t like being in front of the camera – in video or photographs…
First, you need to ask yourself if you want to be the ‘face’ of your brand/business – if yes, then you need to be seen on your social media, so people can build up that trust.
If not, if you have a creative or product-based business it will be much easier to do this as you can take beautiful shots of what you do and showcase those – in posts and in stories.

You could record shots from far away, turn your back to the camera, crop your head, hide your face, show your hands even like Mrs Hinch? Perhaps this could become a feature of any posts about you?


As well as beautiful images, Instagram is all about the hashtag.  You can use up to 30 hashtags in your post.  The minimum you should be using is 10-20 hashtags per post.  However, this all depends on you, what you’re posting and what works for your account.

What is a hashtag?  Basically it’s a word with the hashtag (#) symbol in front of it…by adding this symbol it makes that word searchable on Instagram.  #Cumbria – anyone searching for Cumbria your post will show up amongst the posts.

Now all this talk of hashtags is all well and good, but I find a lot of people get a bit stuck when it comes to hashtags and what on earth to write or use?  A great starting point is to search for them on Instagram – see what your competitors are using, people in your industry, customers, events you go to, people who are local to you.

And think about using a range of hashtags…

  • Use popular hashtags (up to a million mark)
  • Use niche or industry-specific hashtags (* this is the key one as this is what people are specifically searching for)
  • Use some of your own branded hashtags
  • Use location hashtags (i.e I’m in x hotel having a meeting)
  • Hashtags relevant to your post – you need to ensure you make the hashtags relevant to what you’re posting.  If you make sure the first 5 are relevant and the rest are your branded hashtags, niche hashtags etc that’ll work great.

I heard recently, that you should follow the hashtags you want to rank for and be commenting on some of those posts too before you start using the hashtags, so Instagram knows that you are serious about that hashtag.  I’ve done this a little bit when I’ve got a bit of time, but it is hard work.

I also want to point out that running an Instagram account, can be hard work.  If you want to really grow your following you need to be posting 4-5 times a day, with a range of posts, adding to your stories and commenting on other people’s posts and sharing their content too.

Realistically, who has time to do that!  But, if you want to grow a following locally of people who you will work with, a bit of a time and a strategy can be really beneficial.

Have Fun

The secret of any social media platform is to not take yourself too seriously and have fun.  Your feed will never look the way you want if you’re not having fun with it.  Love what you do. Take your time to create what you want to see and share. There is no right or wrong with creativity. Have fun planning your feed!