How to use Facebook Ads and why it’s better than boosting your post.


Why? Because it takes the guess work out of promoting your business they are more targeted to what you what to achieve, for example if you want more direct sales you can do that. Boosting your post does simply that allows your post to reach more people but does not always do what you want it to do.

How do I use Facebook ads for my business?

  • Go to the Facebook Business Page
  • Click on create an Ad and it will come up with a list of marketing objectives
Facebook Ads
Facebook Ads Manager


Here is a quick run down of what each section does


Brand awareness: Reach people more likely to pay attention to your ads and increase awareness for your brand.

Reach: Show your ad to the maximum number of people.


Traffic: Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.

Engagement: Get more people to see and engage with your post or Page. Engagement can include comments, shares, likes, event responses and offer claims.

App Installs: Send people to the app store where they can download your app.

Video Views: Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

Lead Generation: Collect lead information from people interested in your business.

Messages: Get more people to have conversations with your business in Messenger to complete purchases, answer questions or offer support.


Conversations: Get people to take valuable actions on your website, app or in Messenger, such as adding payment info or making a purchase. Use the Facebook pixel or app events to track and measure conversions.

Catalog Sales: Create ads that automatically show items from your catalog based on your target audience

Store Visits: Promote multiple business locations to people who are nearby.


Which one is right for you?

Once you click on which area you are after Facebook is in the drivers seat, it will give a list of areas to choose from.

Where you want to drive Traffic: either your Website, App or Messenger.

Who you’re targeting: Location, age, gender and languages.

Detailed targeting: Interests and Behaviors

Placements: I would recommend using Automatic Placements.

Budget: which is where you choose how much you want to spend per day.


Target Market

It will then give you a preview of the Ad where you can add multiple descriptions and (photos/Images). Then simple click confirm and your ad is launched.

Ad preview
Ad Preview


All these options have there purpose, if you’re in the marketing business chances are you will know exactly what you want. But if your a small business here are a few tips.


  1. Firstly you need to understand Facebook if you’re new to social media you need to have a grasp of what it is all about.
  2. Be really specific with you’re targeting! you need to choose people most likely to engage with your ad, it will save you a lot of money.
  3.  Do Facebook’s Blue Print course to learn the in’s and out’s
  4. If you still are unsure of where to start, start with the Traffic feature and bring potential customers straight to your site.
  5. Have one-two week long campaigns and work out what worked and didn’t work.

How should my Business Advertise?

Businesses are all asking the same question, which platforms should I use to advertise?

Here we will take a look at the different method’s that are right for you.

Social Media

Social Media is now trending to be one of the most popular ways for small businesses to Market. There are now 50 million Facebook Business pages with an approximate of 94% of businesses in the US using Facebook to advertise their business (Sproutsocial).

How should I start to advertise on social Media?

Now businesses should start off using Facebook and Instagram. The key to being successful on social media is posting content everyday and trying to engage your followers not trying to sell your product. If your lacking engagement you can use Facebooks boost feature to reach a broader audience. Both Facebook and Instagram allow you to posts advertisements that are directed straight back to your web page. This is a great way to drive traffic to your site.


Using google Adwords  can be an expensive way to advertise but it is extremely effective. It is well targeted at consumers looking for your product or service.

Print Advertising

Why is print still a good choice? Many of us ask this question and the real answer is we trust it! It is a respectable and trustworthy way to advertise. If your company has the budget it is worth doing. Numerous studies suggest that print has higher engagement levels then online advertising (Forbes).

Why should I use Print Advertising?

  • Higher Levels of engagement
  • It’s a respectable way to advertise
  • Helps build your brand image

T.V and Radio

Why do large corporations still use T.V and radio as a method for advertising? The reason is they still work! T.V and Radio still capture a huge audience the average person still watches TV for 5 hours a day(CNBC). While younger viewer are using alternative methods such as streaming older views still use T.V as they main source of News and entertainment. Radio is much the same but can be a lot more affordable then T.V.

When should I use T.V Advertising?

  • If you are targeting older Audiences over 40+
  • If you want a high amount of engagement in your advertising campaign
  • If you want to use the most credible source of advertising
  • It is a great long term strategy for building your brand


Flyers are still one of the best ways to advertise, people like using a service that they know is local and privately owned. If your a small business and you want to target a certain area do a flyer drop it is proven to be extremely effective.

Why should I use flyers to advertise?

  • Affordable
  • Great for small businesses
  • Geographically Targeted
  • Shows that your company is locally owned



The Importance of Business Reviews

“Great food and welcoming service would highly recommend”

How many times have you looked at the reviews on a company when making a purchase?

Business reviews have become extremely important in this current age. From choosing a place to eat, to finding a mechanic, chances are that you yourself have found a business online and read a few reviews before making your decision.

In fact, this year it was found that 92% of consumers now read online reviews, versus 88% just four years ago. It was also found that 94% of consumers said they would use a business with a four star rating. Reviews are now essential for your business.

So how do you get reviews? And how can you use them to your potential? Let’s explore.

  1. Offer incentives for customers to review your business through Google or through social media. Many companies now offer a discount on their services or products for a positive review. What would your customer want in return?
  2. Make it easy! The easier you make the process for your customer’s to make a review, the more likely they are going to take the time to do so, especially if that ‘time’ is short! Try adding a Google review link to your website or sending a follow up email to your clients to see how they found your business. There are many ways to get customers to review without making it difficult.
  3. Give Reviews! Give reviews to businesses you have relationships with. Not only does it strengthen your relationship but they are more likely to get you a review back.
  4. And finally…ask them! Sometimes all it takes is to ask the question. Loyal customers are the best (so try them first!), but happy customers will be happy to support you.

How should I use reviews to market my business?

Promote them! As soon as you have positive reviews, either from your social media pages, or from responses to your emails, make sure you are sharing and promoting these reviews on all of your marketing channels.

Update them! Make sure that you are update your reviews as often as you can. Apparently 44% of people think a review must be written within one month to be relevant.

Respond to them! The negative aspect of reviews are that you are bound to get some undesirable reviews about your business..and yes they hurt. But the best way to deal with these are to respond and try to fix the issue. According to a recent study by Bazaarvoice, 7 out of 10 respondents said their opinion was changed after a business responded to a review. In fact negative reviews can be great for customer insight AND to show off your great customer service.


Small Business Marketing Basics

Welcome to The Marketing Cookbook!

Here are some basic Marketing tips to help get the most out of your Marketing Campaign.

Step 1: Website

Kaspian web page

The most important step is having a website. Make sure it is clean, professional and relevant to your company.

WordPress: There are plenty of platforms out there that allow you to create websites for free but WordPress would be a personal favourite. Simply create a profile and follow the steps to get started. For businesses with more of a budget I would recommend paying extra to choose a theme with the option of SEO plugins. SEO plugins will help elevate your website up the google ladder which is extremely important to gain traffic to your business. Keep your website simple but include lots of relevant content about what you do and most importantly, make it easy for your client to get the information they are after!

  • Include who you are
  • What you do?
  • When you do it?
  • Where you do it?
  • Why you do it?
  • And how you do it differently.

Google loves content so the more you put in it the more likely you will work you way to the top of the list.

Here are a list of WordPress Websites to gain inspiration from:


Step 2: Create a Google Business Account


It is so important to create a Google Business account – and it is easy to set up. It can take time to be verified as they have to mail out a confirmation card so make sure you do it as soon as possible. Effectively a Google Business account will allow you to have a Google Business Profile. It allows your business to skip the search engine queue and have your business profile at the top of the page.

Here’s a link on how to get started


Step 3: Social Media


Get on it!

Don’t shrug Social Media off as a way to market your business, it it powerful very powerful as there are over 2.19 billion Facebook users alone.

It’s easy, Just create a Business page upload your contact details and away you go.

It is the cheapest way of reaching new customers. It’s is a way of connecting to your customers  through engaging content and show your companies values.

The two most important sites are Facebook and Instagram.

Facebook is the most important place to set up an account as it has the most active users out of any site and is one of the most low cost advertising platforms there is. An advertisement as low as $20 being able to reach thousands of potential customers.

Here are some great examples of small businesses with social media accounts.


Instagram; a photography based site is also a great way to show off your company, it allows your business to be creative and show people what projects your business has been up to on in a visual way.

Here are some great examples of small business Instagram accounts


Other social Media Accounts businesses should set up

  • YouTube: if you have video content about your business  then this is the best platform to use
  • LinkedIn: A platform used to network with other businesses
  • Snapchat: A more casual app that allows you to share daily content


Step 4: Blog

Once you have all this set up create a blog!

If you have the time or money to pay someone to make a blog for your site make sure you do it.

Blogs allow you to drive traffic through your site from people that may not even use you business. It may sound strange but the more people going through your site the higher your google ranking will be. If you’re a mechanic, create a simple how to guide on how to change your wipers, if you own a restaurant start creating simple cooking recipes ect. It’s easy to do and is the best way of driving traffic through your site.

Step 5: SEO (Search Engine Optimisation)

Google will scan business for the best content, technical set-up and reach of your website so it is extremely important to have good SEO.

How Can I Start to improve this:

  • As I have stated, set up a simple well constructed website. If your website looks old chances are people will think your businesses is outdated as well. WordPress is a simple and cost effective solution. For around  $20 a year you will have yourself a clean and refreshing website.
  • Key Words make sure your content in your website hits all the words that people would type into google to find your product or service. Use these wold multiple times as google will prefer your site over one that mentions it once.
  • Update your website weekly google search prefers websites that are constently updated so do it.
  • Link your website to all your social media accounts it also helps your SEO

Step 6: Email Marketing

Email has been around a while now and it’s still one of the best ways to connect with your customers as long as you do it right. You should start to create a date-base of customer emails and send out deals and specials that you think they would be interested in. Make sure you use this technique wisely and don’t spam customers with emails.