About 1.18 billion active Facebook users claim the social network as their online hangout spot. Stay-at-home moms, CEO’s, small businesses and Fortune 500 companies all claim this social media giant as a primary marketing medium through its advertising program.
So should you. Why? Because Facebook advertising can boost sales and profits.
But the key to social success – and a higher ROI – is learning how to leverage Facebook marketing. A better understanding of Facebook advertising tips and strategies can transform your organization’s social media lead generation efforts regardless of how big, or how small, your budget is.
Drilling down into specific audiences by understanding their online behaviors and interests makes a big difference when it comes to the success of your social marketing campaigns.
Optimize and master Facebook ad campaigns by understanding what makes them successful in the first place. Below are 4 secrets you can use right now to get higher conversion rates and greater engagement with your Facebook marketing strategy.
Know Who Your Target Audience Is
Too many businesses report that their target market isn’t restricted to one person or group — they want their ad campaigns to resonate with everyone. Even big companies like Nike and Walgreens and Facebook have had to come to terms with the fact that some audiences just really prefer Reebok, CVS, and Instagram over what they have to offer.
In a marketplace saturated by so many compelling alternatives, raking in profits from every person in existence is not a viable goal. So turn your targeting efforts to discovering your best potential audience.
Keep in mind also that the most successful Facebook ads are the ones that target the lowest hanging fruit first. Here are some tips on doing that:
— Focus on customers who’ve already used their credit card to check out of your site’s shopping cart
— Use promotions to encourage email subscribers, website visitors, “friends” and people who have already ‘liked’ your Facebook page. (Why? Because they’re already interested in what you’re selling!)
— Focus on developing a loyal audience, instead of gunning for world domination.
If you’re a new business, your first step in ensuring that you’re properly marketing your product or service is coming up with a clear concept of who your ideal customer is. Then create a buyer persona based on that ideal customer, including things like their occupation, age, location, favorite hangout spots and any professional or personal challenges they may be facing.
Having an idea of who your target audience is will help you not only zero-in on your Facebook audience and build your brand, but will also inform your Facebook advertising strategy with a much higher level of precision.
Know What To Advertise
Audiences differ when it comes to what they want out of distinct messaging. Giving your customers a personalized experience will not only boost sales but also establish a customer’s trust and loyalty.
To do that, you must ensure that potential and current consumers are aware that you have their best interest in mind and that they’re not just a random name on an email list. Here’s how you can do that:
— Make sure that only first-time customers receive ads that encourage them to sign up
— Restrict VIP discounts to customers that haven’t yet interacted with your brand
— Introduce yourself to new customers by utilizing content that online users aren’t averse to seeing on their page
With one-third of shoppers making purchases after viewing a product featured in a video, your Facebook advertising strategy should incorporate video into first time interactions with customers.
Make Facebook Ad Campaigns Visual
Not entirely ready to get on board with video? Don’t sweat it. You can ease yourself into the transition by starting with visual content on Facebook ads.
Facebook’s algorithm favors visual content and so do Facebook users, which means blog posts and status updates could be overlooked by your target audience if they don’t include branded images, infographics, or other visual assets. News feeds are increasingly crowded, so give your business every opportunity to stand out from the crowd.
In a world where users are 40X more likely to share content on social media when it is visual, social media marketers must find a way to appeal visually to their audiences.
Create a Clear Call To Action
Your video ads won’t be worth a thing if they don’t encourage your audience to take action. Using a call-to-action (CTA) in all of your content, whether written or visual, is a must.
For the most part, when an advertisement finishes, viewers will either continue to scroll down the page – or worse, leave – if there’s not a clear, compelling call to action. Don’t miss a potential customer purchase by allowing your audience to move onto the next ad.
Instead, encourage them to head to your site or make a purchase. Or, take things a step further by prompting them to take action immediately. Offers like “Buy in the next hour to get 20% off your purchase” or “Only 10 spots left in our next class session – grab your spot now”.
Boosting Your Brand & Improving Social Engagement
A defined Facebook advertising strategy can be a powerful addition to your ongoing marketing efforts.
While you can – and should – apply the same marketing principles that you would to brick-and-mortar businesses, Facebook ad campaigns provide the added benefit of analytics so you can quickly see what’s resonating with your target audiences, and what’s falling flat. (Is your video advertising campaign resulting in triple the engagement and conversions than text-only status updates? Double down on that strategy!) The overarching goals are to grab a customer’s attention and generate greater interest in what you’re offering.
Meet these goals by making the best use of a small, crowded space. Whether you can get customers to walk in the door, or click through to your site, using the right words, images and calls to action in your Facebook advertising campaigns will boost your brand – and your business.
Have any tips you’d like to share on creating a high-converting Facebook marketing strategy? Run into challenges we haven’t covered here? Click below to share your comments, questions, and feedback with us so we can address them in a future post.