Advertising on Facebook the Right Way

Advertising on Facebook the Right Way

It seems these days that social media marketing is the best way to bring up your brand profile aside from hiring a digital marketing services company. It is the cheapest, easiest to get started, and if you do it the right way, the most effective. It’s that last requirement, doing it the right way, that trips most people up and leaves them with a gaping hole in their social media marketing budgets. 

When you first start looking into Facebook marketing strategies, you will see a plethora of options on your advertiser account. Since Facebook is a great way to build a brand, most people will jump to the strategy that attracts the most likes to your page. While this may seem like a good idea in the short term, the likes that your page is getting will likely come from users that have a tendency to like anything that shows up on their feed. Sure, the likes on your page will balloon but the clicks to your website won’t have much activity. The alternative is to go back into your strategy and evaluate your customer persona, so you know who exactly to target. While this may be more costly in terms of time spent and Facebook advertising CPC, the return you get from hits to your site from qualified buyers and other revenue indicating KPIs will make up for the cost manifold. 

Once you’ve been able to generate a sizeable audience of qualified followers on your Facebook account, it’s time to start putting it to good use. One way to do this is to create a campaign that asks for your follower’s email addresses by creating a user-generated content campaign that requires people to enter their email address in order participate. This could come in the form of competitions or sweepstakes that reward special prizes for winners and smaller prizes for losers. Once you’ve gotten these emails, you can create a “lookalike audience” and advertise to even more qualified customers and continue the cycle, building your email subscription list and getting more highly qualified leads. 

Let’s take a look at this in real time. Say you have an athletic apparel e-commerce brand and you are looking to attract more leads. You can start a competition asking for users to submit training photos, the photo that gets the most likes or shares wins the prize. In order to participate, however, users must enter their email address to receive more instructions about the competition. From here, you now have a list of email addresses you can use to retarget participants with future offers as well as the raw material to build a lookalike audience. 

To determine the effectiveness of this strategy, however, you’ll need to measure your campaign. According to Neil Patel, you’ll want to set up a Facebook Pixel to track hits to your site from your profile. This will allow you to better gauge what content is and isn’t working and how to improve upon it. 

Once you’ve figured out the right way to set up and measure your Facebook advertising campaigns, you’ll realize the possibilities for brand development and lead nurturing on the platform are virtually infinite. So, let your creativity run wild and start your digital marketing campaign today.

Categories: Business

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