How to use the Facebook API to grow your business
Facebook is still the largest social network in the world. Leveraging its size, it can reach audiences that were inaccessible to all platforms until now. More than 2 billion people are active and more than 1.5 billion use it every day. The company founded by Mark Zuckerberg has become indispensable for digital businesses across the planet. If you own a business, you must ponder your Facebook presence, at the very least to consider whether it can help you draw attention to your products or services.
If you go a step further, you can evaluate if you can use their APIs. In addition to amazing platforms like Workplace, any company can access a series of powerful as well as diverse APIs.
Ads on Facebook are one of the best ways of attracting potential customers online. They help all kinds of businesses connect with consumers interested in their products and services.
With Facebook Lead Ads, users can easily register with your business; a button and a form are shown inside every message. The ingenious thing about it is the fact that Facebook pre-populates the requested details: name, phone number, email address, etc. This makes potential customers much less reluctant to send their personal details and find out about your offers and services or register in your platform.
This API integrates with the most popular CRMs and enables you to export registration details to a CSV file and then analyze them with your own business tools.
After you post the message with the button to capture "leads," you can use other Facebook tools to promote your message and reach more people.
Generating dynamic ads it another very useful API for online businesses that focus on e-commerce. You can use your ERP to create a product feed with photos, descriptions and prices for each item in your catalog, or use an internal tool to use this.
Afterward, you can use Dynamic Ads API to create a process that collects this information on your products and automatically generates articles for your Facebook page. To reach the intended audience, you need to specify the parameters to include or exclude demographic groups as needed: by geographical location, excluding a group for which you sell no products, etc.
Additionally, you can add re-targeting systems so that the ads are displayed to people that visited your website but, according to your analytics systems, did not complete a purchase. This is a very useful feature since it results in higher conversion rates.
Lastly, you can choose the price of impressions and the total ad cost. This allows you to make the most of the times when the ongoing auction systems in Facebook are less active and to show your ads without spending money. As a result, you are able to control your budget and split it across several days or weeks instead of spending it straight away.
For more details you can control the target URL with internal tools or popular third-party solutions such as Google Analytics.
This API is very popular among the media but can be used by almost any business. The aim is to check how your messages on Facebook are working, which are being shared the most and which are getting better reactions.
Also, you can create several versions of the same message using different photos or videos, descriptions and all kinds of options. After you have chosen the best combination, you can promote your selection on Facebook to have it reach more people.
In this way, your Facebook page becomes an automated trial and error system where you promote the top-performing messages and the messages that may bring the most traffic or customers to your business.
Mix & match
These are only a few of the APIs and SDKs offered by Facebook. They are robust albeit simple and will truly make a difference to your business if you know how to mix and match and adapt them to maximize their performance.
And you can go a step farther with Graph API (know your potential customers), Marketing API (create dynamic campaigns) and Business APIs (get sales directly from Facebook).
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