Facebook Business Tools - Part II
Facebook Business Manager
Facebook Business Manager is the built-in tool that allows everyone the ability to manage their business’ Facebook presence. Within the Business Manager you, as a freelancer, small business owner, or corporate marketing director, are able to manage all assets needed for a Facebook presence and any social media advertising on the Facebook and Instagram platforms. In this post, I will walk through how to set up a Business Manager account and look at a few different aspects of the Business Manager that are the most helpful to you and your business.
Create A BUsiness MAnager Account
Getting started could not be easier! If you do not have a Business Manager account, you can simply visit http://business.facebook.com, and you will be prompted to set up a new account. If you need to create a second Business Manager account, you can visit this link.
First, click “Create Account” in the top right corner. You will then be prompted to enter your business name, personal name, and business email. Then provide the business contact and location to get started. It’s that easy!
Connect/Create Business Page & Instagram Account
If you do not already have a Business Page, you can create one right from the Business Manager, which then ensures you are managing the page as your business and not just your personal account. If you already have a Business Page, you can add that page to your Business Manager to bring all of your business assets under one roof. An active Facebook Business Page is crucial to any business’ online presence. It can be a way for you to communicate ideas, spread great content, and even speak directly to your customers with the popular Messenger app. Additionally, if you sell products, you can have a virtual storefront to sell your products directly through your Facebook Page! I’ll go more in depth with Facebook Pages in part three of this series.
Create Ad Account
If you are wanting to run any advertisements or even boost posts now and then to expand your Page’s reach, you will need a Facebook Ad Account. (Note: You are automatically given a personal ad account, but if you want to keep your business expenses separate, it’s important to have an ad account solely for your business.) The Ad Account is where your advertisements and boosted posts will appear with a full breakdown of performance and stats for each. The Business Manager will allow you to share any of your assets, including your ad accounts, so you can grant access to advertisers and agencies for the purpose of managing your ads and posts.
To ensure your advertising is effective you’ll want to implement the services of the Facebook Pixel. The Pixel is a small bit of HTML code that runs as a script on your website when you place it in the <head> tags of your site. From your Business Manager, you can create a Pixel and then Facebook offers walkthrough instruction on placing the code on your site, including informational walkthroughs for adding the code to popular web building/hosting platforms. You can measure certain “events” that happen on your site, such as Lead Generation, Purchases, and Registrations, but you can also create custom conversions to track, as well as assign monetary values to each conversion for tracking your Return On Ad Spend. I’ll go more in depth on the Pixel in part four of this series, but suffice it to say, you need a Pixel!
The main thing to remember about a Facebook Business Manager account, is that it gives you the ability to sufficiently manage all of your Facebook assets in one place. You can create and manage these assets such as sharing them with people that are external partners (e.g., agencies, marketers) or internal (e.g., employees, in-house marketing team). By having this control you can assign and revoke access when needed, keeping your business clean and organized so you can get back to what matters most: running your business!
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