If you want your Social Media advertising campaign to be
successful, you need to bring more to the table than just great content.
Facebook marketing is just as much about distribution as it
is about the content. Especially as organic reach for Facebook is continuing to
decline. So, a lot of advertisers are asking the question, how do you get your
Facebook content to more people? The right people?
More and more businesses are using Facebook ads as a means of
boosting the performance of their content.
With our SEO efforts along with our Facebook advertising campaign, we were able to increase
traffic for Melissa Timperley by 266.7% and because the audience we had
targeted were more engaged, we had increased the conversion rate by 9.30%.
So, if you want your Facebook Advertising to get the most bang for your buck, we recommend:
- Think about your target audience
- Tell a great story
- Monitor performance and make adjustments
- Track the right metrics
- Think about your long-term goals
1. Think About Who You're Targeting
Facebook advertising is less about reaching the most people,
and more about reaching the right
people.
While big numbers might look great in your reports and analytics, it means nothing if they’re not engaging with your content. You need to reach people who are curious about you and your business and receptive to the message. When you’re targeting and reaching your audience with a particular message, you need to first establish:
·
What platforms are your audience using?
·
How do they communicate and what kind of
language do they use?
·
What kind of content do they engage with the most?
2. Tell a Great Story
Stories, whether in-person, in writing, or social media play
an important role is building a connection with others.
When planning your Facebook campaign, stories are essential
when trying to capture the interest of your target audience. Think about how
you can create a narrative, telling stories within your ads to build a stronger
connection with your target audience.
3. Monitor Performance & Make Adjustments
Social media has changed the landscape of advertising. If
you think back to 10 years ago, if an ad ran on TV, radio or online, there was
no way of tracking how it was being received. Certainly not in real time.
Now however, social media channels allow you to monitor the
performance of your ads from the moment of setting it live.
It might seem tempting to come back and check your ad
performance once your campaign has ended. The problem with doing this is that
you’re missing out on vital opportunities to enhance the performance of your
ads as the campaign is running. For example:
·
If you’re getting fewer clicks than expected, you
might want to optimise your call-to-action.
·
If you’re not getting the engagement you wanted,
you could create a new ad set with better creative content.
·
If your reach is low, try updating your
targeting parameters.
Facebook ads manager allows you to view your performance data and look at the performance data of each individual campaign and ad.
5. Think About Your Long-Term Goals
The important thing to remember with Facebook Ads is to have
a long-term plan behind your actions.
For example, you create an ad campaign targeting engagement.
That’s all well and good. But what’s your long-term plan? How will you turn
this engagement into something that is going to benefit your business?
Let’s say that you are running a hair salon. You might run an
ad campaign that links to blogs about different styling tips. This would be
done with a view to getting as many people to view, like and share your content
as possible.
Rather than this
being your end-game, this can act as the starting point to get new prospects into
your funnel.
By using the Facebook Pixel, you can then create a custom audience for people that have liked and shared your blog post in your locality and run an ad to those people for your services. So even campaigns focused on engagement can fit into your long-term strategy.
How can Ascensor Help?
Facebook advertising takes a certain amount of time,
dedication and patience to see your goal through to the end. That’s why, as a
digital agency in Leeds, we can help you to create compelling and engaging
content from audience research, to strategy and implementation that can help
you grow your business online and across your social media channels. Get in touch to find out how!