Is your company interested in Facebook advertising, but you are not aware of the best steps to take? Did you know that 22% of small business owners have used Facebook ads, and 65% say they would use Facebook ads again? (Black). Luckily, this blog post will focus on that particular question: how to create a successful Facebook advertising campaign. Here are 5 strategies:
Strategy 1: Establish Goals and Success Metrics – What do you want to achieve with your Facebook advertising? Is your goal to improve brand awareness, increase traffic to your website, promote a specific event, or drive sales? Facebook offers various options, depending on your goals. These options include Page Like Story, Check-In Story, Page Post Story, and Page Post Like Story. A great option is Page Like Story, in which your target audience sees which friends have liked your page. Why is this a great option? A recent research study from Nielsen found that “on average, people are 68% more likely to remember seeing an ad with social context than without, twice as likely to remember the ad’s message, and four times as likely to purchase” (Black).
Likewise, you need to ask yourself how you will measure your Facebook advertising campaign. It is not the best idea to focus solely on click-through rate (CTR) because the CTR for Facebook ads (typically 0.05%) are lower than the industry standard (0.1%). Instead, your success metrics should center on increases in positive comments, likes, impressions.
Strategy 2: Know Your Exact Target Market – Facebook’s ad interface allows you to really drill down on a very precise target audience by selecting unique demographic characteristics, such as age, sex, location, education level and interests, so take advantage of this. Like other forms of advertising, think outside the box with your Facebook advertising. For example, not all Facebook users list their cities for privacy reasons. How else can you target these types of users? You can target them by including the names of organizations near your business, like a college or university.
Strategy 3: Follow the 3 C’s – Essentially, your Facebook ad needs to be the 3 C’s: clear, concise, and catchy. In terms of being clear, you should speak straight to your target market and include a call-to-action (what do you want your target consumer to do once they click on your ad?). The ultimate objective of your ad is to distinguish your brand from the competition. Put yourself in the consumer’s eyes: why should they click on your ad? Additionally, for your ad image, use a natural photo (ditch the clipart) that contrasts with the blue color scheme of Facebook, like this ad:
Strategy 4: Design and Run Various Ads – To obtain optimal performance for your Facebook advertising, you should test multiple ads to determine what causes a reaction in your target market. Testing multiple ads does not have to involve major tweaks; you could merely change the ad image or change the ad text. You would be surprised at how one minor change could make a big difference. Key take-away here: social media ads have a very short life cycle, with interest diminishing after three to five days.
Strategy 5: Keep Engaging After the Click – Creating an ad for your Facebook advertising campaign is just the beginning. Do not forget about your Facebook page updates that tie to your actual ad (ex: “Have you registered yet?”). If one of your target consumers does click on your ad, ask yourself, “How can I keep them engaged now?”
I hope these 5 strategies will come in handy as you begin to plan your Facebook advertising campaign in the near future.
Has your company previously used Facebook for your advertising needs? If so, did you implement any of these strategies mentioned above? Are there any strategies you would add to this list?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
For additional insight, check out http://mashable.com/2011/08/29/facebook-marketing-restaurants/