What you should know before marketing on Facebook
Do you have goods and services that you would love to drive sale? Facebook is a very powerful tool for marketers. After all, the social media platform currently boasts approximately 2.32 billion active monthly users. That’s quite a few potential customers to reach.
You just need to know how to leverage this tool to its full potential. The information here will help you better understand how to plan a Facebook marketing campaign that delivers results.
What Facebook Advertising Is
It’s worth noting that Facebook ads are essentially interruptions. They appear in a user’s feed when they are on Facebook. Thus, not all companies benefit from advertising on Facebook to the same degree.
If you’re a local emergency plumber, people don’t typically find you by scrolling through social media and remembering your business’ name if they ever need your services. The people you serve find your business by searching online after a plumbing emergency strikes. Consider this to determine if implementing a Facebook campaign is the best use of your marketing budget.
If you do choose to advertise on Facebook, you need to set clear goals for your campaign. Doing so helps you make numerous key decisions, from how you’ll monitor your performance to how you’ll design your ad.
Some campaigns are designed to drive conversions. For instance, maybe your company has released a new app, and you want to boost sales. You would thus advertise it to new potential leads and track your progress by paying attention to whether your ads yielded an increase in app downloads.
On the other hand, you may simply wish to spread brand engagement with a campaign. Granted, it’s not as easy to calculate your return on investment with such a campaign, but you can determine whether it’s successful by monitoring user engagement with your ads and content.
Facebook is particularly helpful because it allows marketers to target Custom Audiences. For instance, you could design an audience so that your ads reach women from California between the ages of 18 and 35. This helps you avoid wasting money on ads that wouldn’t be relevant to the people who see them.
Of course, you’ll need to conduct some research into your current customer base to learn how to create the ideal Custom Audience. Facebook helps to simplify this process by allowing you to create Lookalike Audiences as well. With this feature, you upload information about a current audience (such as your email subscriber list or Facebook page followers) and generate a new, similar audience.
Remember your campaign goals when making decisions about your audiences. For instance, maybe you want a campaign to retarget people who buy current products of yours. In the future, you want to make sure they know about new items you’re offering. You can do this by installing the Facebook Pixel. This is a piece of code you may add to any page on your site that will alert you whenever a Facebook user takes a certain action, such as making a purchase. With the information the Pixel collects, it’s easier to target such users again in the future.
Most importantly, continue testing new strategies and monitoring your performance. Facebook marketing is like any other form of marketing: you’ll get better results if you’re willing to constantly learn and improve. This information will simply help you get started.