Social media has opened an entirely new door of opportunity for businesses looking to boost exposure and convert new clients. Facebook is at the forefront of this.
In fact, as of last year over 5 million businesses advertised on Facebook.
This makes sense, given the possible exposure a business could receive through shares, targeted campaigns, and the closer customer interaction that social media provides.
However, this doesn’t mean you can start posting ads on Facebook for your business without some preparation first. An effective ad campaign takes planning and know-how.
Let’s look at five things you need to consider in order to get the results you want.
1. Know Your Target
It’s not about how many people see your ad. It’s about reaching the right audience.
This means you need to fully understand who you’re trying to reach. Before you begin your ad campaign, you need to create a client profile.
This will determine your audience’s interests, how they communicate, and what kind of content they like to engage in.
It’ll surprise you how much this information helps shape your ad.
2. Content That Pops
Once you know who you’re targeting, you’ll have a better sense of what type of content you need to employ in your ad.
The most important thing is grabbing the attention of your audience when posting ads on Facebook. This means you’ll need a hook, something that your target can emotionally relate to. Think about connecting imagery with your copy to convey sympathy or entice your potential customers.
Next, you’ll need a good call-to-action. This tells your audience what to do next, whether it be to contact you or proceed to an intake form on your site.
3. A Great Offer
Always keep in mind that your ad can look amazing, but if you’re not offering something the consumer wants, you’re not going to convert many new clients.
This doesn’t necessarily mean your ad needs to contain a coupon for money off your product or service. In fact, people don’t like feeling like they’re getting sold something.
Instead, let your audience know how they’ll benefit from your product. Focus on how your product improves their life and they won’t mind spending the money and becoming a new customer.
4. A Long-Term Strategy
When posting ads on Facebook, you’re probably concerned with its initial success and your ROI. However, you need to think long-term too.
How do you plan to turn an initial conversion into a more substantial relationship?
Through your Facebook ad, filter your audience to your website and get them to sign up for a newsletter or engage in a survey. You’re then drawing them into your overall funnel.
Or, if an initial ad is successful, run a follow-up ad targeting your subscribers, but offering something new.
5. Track Your Metrics Properly
Measuring the performance of your ad is crucial. However, you need to determine what you want to look for.
If sales are your top priority, tracking conversion makes sense. However, if your ads are meant to improve brand awareness, tracking user engagement makes more sense.
Have a clear idea of what you want out of your ad beforehand so you know what metrics to pay attention to.
Posting Ads on Facebook the Right Way
Depending on whether you’re a clinic looking to expose more people to your service or a manufacturer wanting to increase sales, you need to employ the correct approach when advertising on Facebook.
Make sure you take the points discussed above into consideration before getting started.
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