Facebook began as a purely social construct. A platform created so that individuals could instantly share thoughts and information with a chosen group of people. As it grew to have hundreds of millions of users all over the globe it naturally evolved into a vehicle advertisers could use to reach their customers and prospects. In addition, the very nature of user data provided a means to create messages that are relevant to individuals….and therefore more likely to be noticed and acted upon.
Almost all marketers now recognize the potential power and effectiveness of Facebook advertising. The unique properties of Facebook, however, require re-thinking advertising strategies in order to unlock that power. Here are 5 strategies to consider as you develop a campaign:
Target “user interests” instead of demographics
Facebook data allows you to speak directly to users that have shown to have an interest relevant to your product or service. If you’re selling golf instruction videos, you can direct your message only to people with an interest in golf, regardless of age, gender, location or income. They’re more likely to pay attention to your message because their specific interest matches your specific message.
Build in a means to gather contact information
Ah, the beauty of the internet. It gives users the ability to immediately react to a message. You can use this ability to gather information…email address and other contact information…that allow you to engage with respondents in different ways over time. This is a huge benefit when a purchase cycle is longer. The danger here is the tendency to “trick” users into providing the information you want. Instead, you want to offer something of interest or value that a user recognizes as worthy of sharing contact information in order to receive the offer. Research reports…videos…templates…these are all the kinds of things that can be considered to be “ethical bribes”.
Create a compelling landing page
Send people that respond to your advertising to a landing page specific to the offer and message in the ad. This gives the user immediate gratification…they immediately find the information they want. And it puts the advertiser on the road to conversion.
Drive traffic to your landing page
Duh! Seems obvious, right? It is obvious but it won’t happen like it should unless you plan to do it. Don’t skip this simple but critical part of your campaign.
Plan on completing conversions
Think through the process by which you want to engage your respondents and get them to take the first step to conversion. If you are an online seller, this probably means one click to a sale. If you are a brand marketer or service provider this means obtaining contact information (see above) or taking some other action that will allow you to follow up with each individual user. Conversion rate optimization (CRO) is becoming a more important metric used to evaluate the effectiveness of Facebook campaigns.
By all means, keep using Facebook to share family photos and your favorite recipes. But when you put your business suit on, use these strategies to help make Facebook advertising your most effective marketing tool.
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