Small and medium-sized business owners often need guidance on optimizing their Facebook business pages with marketing strategies. Facebook's Personalized Marketing Plans (PMP) connects them with Marketing Experts to create data-driven marketing plans.
Small and medium-sized business owners often don’t know how to market their businesses on Facebook.
Create a UI platform that connects SMBs with Marketing Experts to create data-driven marketing plans.
Increase in unique accounts created,
Increase in page clicks
I am a
Small or medium-sized business owner on Facebook
I'm trying to
Efficiently manage multiple marketing objectives and accounts
But
Currently it's limiting to manage my plans over the phone
Because
I can't keep track of various tasks and objectives simultaneously
Which makes me feel
Overwhelmed and in need of personalized guidance to enhance my online presence and reach my marketing goals.
What
Prototype various dashboard layouts for the PMP and ask specific questions on how customers prefer to navigate their accounts and objectives.
Use feedback gathered and continue to iterate and user test.
Takeaways
Simplicity: While dashboard layouts are impressive, it's overwhelming. Hyper focus on account switching and tasks.
Checklist: SMBs understand checklists, but they sometimes have questions about specific tasks.
Clear account switching: Some SMBs can have many accounts, or a marketing specialist could be managing many clients.
Next steps
Landing page style: Keep it dirt simple. This format is clear and limits actions to the essentials.
Dynamic checklists: Apply hover tips/details to checklist items, and dynamically update their completion status.
Takeover account switching: Clear account selection is crucial, so use a full page takeover interaction when switching.
"Man, ever since we got on board with Facebook's Personalized Marketing Plans (PMP) and started using their online platform, our small business has been on a whole new level. The platform laid out tasks for our marketing campaigns, and our marketing expert guided us through it all.
- Jessie
Despite technological constraints, this was an excellent case study in digitizing traditional marketing strategies. By having a UI platform to manage ad campaigns, SMBs are free to focus more on their business.
Looking back, I would emphasize even more on real-time updates and explore opportunities for further automation. Real-time task updates may not be possible now, but unlocking that possibility is a major UX leap that is very much within grasp.
Through streamlined account structures and automation solutions like Advantage+ campaigns reduced 68% in cost per purchase and a 26% improvement in average cost per acquisition. Businesses also experience a 33% increase in incremental purchase events with Conversions API. These advancements highlight the PMP's evolution towards efficiency and personalization.
