Facebook has become one of the most powerful must use marketing platforms on the planet. To say that every business should be using it to promote their services is an understatement.
Globally the average user spends almost 1 hour every day using one of the Facebook applications.
Despite this, only 45% of Marketers think their Facebook efforts are effective.
So why are Facebook Ads so effective? Unlike paid search (example: Google Adwords) which provides a mechanism allowing your prospective customers to find your business, social media marketing helps your business find prospective customers.
Facebook advertising does this by allowing you to identify and target specific audiences that are likely to be interested in your products and services. In addition with remarketing you can advertise to recent website visitors. This means that if someone visits your website, and does not purchase or contact you, you can re-engage them with Facebook advertising. This is a huge benefit that can dramatically boost your conversions.
Today Facebook provides one of the cheapest forms of advertising.
How We Drive Results Using Facebook Ads
Step 1 - Set Goals
there is no one size fits all marketing strategy with Facebook so the initial phase with each new client is to understand their expectations. What are you looking to achieve from your Facebook marketing strategy? Are you trying to gain brand awareness, increase website traffic, gain leads? Once you have determined your goals, you can adjust your Facebook marketing strategy accordingly.
Setting goals are how you make sure your strategy is catered to your specific needs. It is important when setting goals, to try and make them specific and measurable within a set time frame. For example, instead of stating that your goal is increased brand awareness, your goal could be to gain 500 followers in two months. Or, if you’re looking to increase leads and sales, your goal could be to have 20 new leads and a cost per conversion of less than £10 by the end of the month one. Other options include: App Installs, Video Views, Post Engagement, Page Likes and Event Responses
Step 2 - Identify Your Target Audience
Having set your goals and expectations we now need to target a relevant custom audience. Facebook offers advanced targeting allowing you to place your adverts in front of the most relevant audience for your business. Advanced targeting not only increases your chance of conversions but more importantly, it means that your cost per conversion is minimalised.
One of the quickest and most effective is to upload a file of previous customers.If you have a list of information on previous customers including names, phone numbers, and/or email addresses, Facebook can use that information to generate what is referred to as a lookalike audience.A lookalike audience is an audience composed of Facebook users who fit a similar profile to your current customers or clients.
Step 3 - Set You Budget
A budget is the amount of money that you want to spend on showing people your ads. There are two types of budgets: Daily Budgets: The average amount that you’re willing to spend on an ad set or campaign every day and Lifetime budgets: The amount that you’re willing to spend over the entire run-time of your ad set or campaign.
The old saying is true you have to spend money to make money but Facebook wants advertisers to get good results. They want more people to spend time on the network and they want more data for advertisers to use. Your budget will enable Facebook to put your products or services in front of people who may never have heard of you.
Step 4 - Create Great Ads
As we said Facebook wants you to do well and will reward those that produce: Engaging Ads, Ads that have a high CTR, Ads that generate positive feedback, Ads that have likes, comments and shares.
When your build your Ads understand what you are selling and the audience you are targeting. Put your self in the shoes of the person you are selling to. Use attractive and positive images, posts with videos receive even more organic engagement than posts with still images!
in your copy start by calling out your audience, tell them that this ad is for them. Try to sell the benefits of the product or service you are selling. If possible add scarcity to your offer, limited stock, limited availability. If you can establish trust, quote customers reviews or comments.
Go against these guidelines and Facebook will judge your ad to be providing a poor user experience and will start charging you more.
Step 5 - Optimise & A/B Split Test
A professionally managed Facebook campaign will have at its core the ability to tweak and refine to achieve the best return on the client’s investment.
A/B split testing compares small variations to ascertain which aspects work the best.
Call us today to learn how we can help with your Facebook Marketing