Helpful Tips to Maximize Your Facebook Marketing Campaign
There’s a good chance that your company already uses Facebook as a paid social media channel. According to a post on globewings.net, 72% of marketers use Facebook Ads, and 67% plan on increasing their use of Facebook ads over the next 12 months. Optimizing Facebook is a complex platform, and understanding it is key to getting results for your company. In this post, we will share some tips to improve your business marketing campaign on Facebook.
Choose Your Right Target
The first step in creating a successful campaign is to determine the right goal. The goal of your ad is what you want viewers or users to achieve when they see your ads. Facebook offers three objectives: attention, consideration, and conversion.
You might choose to reach people with your business’s awareness objective, for example. These options include brand recognition and reach. Facebook will either show your ads only to those most likely to remember them (brand awareness) or display the campaign to all people (reach). Facebook is changing the way it delivers and optimizes its campaigns based upon the selected objectives. This makes them ideal for driving traffic to e-commerce websites.
Define the Customers You Have
Facebook data can be used to serve ads to almost anyone. However, it would help if you started building relationships with your customers. There are three ways to create an audience based on customers you already know. First, install the Facebook Pixel and create a custom audience on your website. The Facebook Pixel records traffic to your website. This allows you to create a target group and then send them retargeting ads.
Second, create a file of customers to target. The best way to target your customers is to export your CRM list. You can use this target group to reach customers directly with your ads. And lastly, start your acquisition by creating a lookalike audience using your custom audience from your website or CRM list as a source.
Incorporate Social Proof Into Your Adds
Social proof is an old idea, but it’s essential for successful social media ads. It also helps reduce the effort required to create these ads. It’s a win-win situation. A good starting point for creating new ads is to reuse organic content that works best. If you create an ad based on a post you’ve already published, you can keep your engagement stats (likes/comments, shares).
These engagement stats help improve an ad’s relevancy score, which in turn reduces costs. Copywriting with customer testimonials and reviews is another popular way to harness the power of social proof. The following example from Pawstruck uses the carousel ad to highlight a few different customer reviews and demonstrate the popularity of their product.
Add Incentives to Your Campaign
Facebook users have a lot of choices, so your Facebook ad value proposition needs to be compelling. It’s crucial that you clearly explain your offer and why it’s attractive to the user. You can do this by including the proposal in the title of your post or the photo (but be careful of image text restrictions). For example, a New Yorker ad uses bold color and the offer, “12 weeks for $6,” and sweetens the request by including a limited edition bag.
Another option is to create an offer ad. Since users can redeem the offer through Facebook, offer ad reduces friction. Your recommendations can also be made available online for redemption. Whole Foods Market uses ads to push customers to buy in-store with limited-time offers on Facebook.
