Digital Marketing has now become the trend in targeting both current and prospective customers.
Most people now have daily access to the internet; via computers, laptops or smartphones.
Social media is one of the best channels of online marketing.
Facebook has over 1.3 billion active users. This means that Facebook Advertising ensures you can reach your target audience at least every time you post your Ad and drives lots of traffic.
7-Step Guide to Facebook Advertising Plan
Whether you are a traffic newbie or have used it before and failed, I will take you through the best Facebook advertising tips to make you successful.
1. Finding your target audience
You must know who you expect to send that message to and where to find them.
They will create the traffic for you. However, it is not as easy as you think but Facebook has you covered.
You have 1.3 billion users at your disposal. Facebook has data about the demographics, behaviors, likes and interests of its user to access from.
This means you can easily access your target market. Additionally, the Facebook Advertising platform is not that complicated to use. You just have to know how to do it.
2. Finding the Perfect Marketing Message
After finding your target market, you have to come up with the perfect message that will make them want to visit your page and make a purchase.
To make your Facebook advertising campaign work, you have to consider the following:
Use the right image that is relevant to your message.
Images work in capturing the attention of the user that makes them want to see what the Ad is about.
Use of call-to-action (CTAs).
This makes them want to know more about the ad and the product you are marketing.
Avoid the click here CTA and instead choose more subtle ones.
Use lead ads when your product only needs customer contacts and not necessarily visiting your website.
Your sales team will then contact them.
Use paid traffic if you are advertising an event.
Align your message with what people already are searching for.
This keeps them interested.
Give people a platform to ask questions and answer them immediately.
Selecting the right Facebook Advertising Targeting Options
You have to know exactly where your target it. This will help you send the marketing message right to them without them necessarily searching for it.
Once you create an ad, there are various categories of Facebook ad targeting options to choose from:
Custom audiences- you are supposed to upload your customers contact info and user IDs.
Facebook will match all of this information to people using similar ones, those who have been to your website before or those who have hit one of your conversation pixels before.
Locations- Facebook will run for you the specific locations of the people you can sell to.
Age- set the minimum and maximum age of your target only if your product is age specific such as kid toys or adult oriented.
Otherwise, leave it open for all.
Gender- this is relevant only if your product is intended for male or female.
Language- this matters when communicating with you prospective customers.
Demographics such as levels of education, careers, a way of life, etc.
Interests- the activity log comes in handy in this since you can access Facebook users posts and what they like.
Behaviors- most people post about what they are doing or feeling, thanks to the “What is in your mind” option.
Putting the marketing message in front of your audience is not enough. You have to use Facebook Advertising pixels to create high conversion.
Pixels make sure you can follow up with people who have visited your website after running a specific ad or campaign.
This helps you as a marketer get results and know whether your ad is working or not.
It is done through the following:
Tracking- it helps you to find out how many times a particular action occurs. This can be regarding leads generated or products purchased after your ad was made. This is done by using the Custom conversions in the business manager menu on your Facebook account.
This helps you track the number, cost, and value of conversions.
Optimization- you get to let Facebook know the objective of your Facebook Ad.
This helps increase conversions and decreases the cost per conversion.
Retargeting- you can get access the people who have visited or interacted on your page before, whether the page as a whole or specific web pages.
You get to know the times they have visited, time taken per visit and how long it has taken after the last visit.
It helps generate the lookalike audiences that will get a second chance to purchase a product this time around.
5. Segmentation set up:
This comes in handy in segmenting your audiences and giving them high-converting offers according to their specific interests.
You get to know exactly what your prospective buyers want based on the page they visit.
Follow these steps:
Sending traffic to a content page- this enables the visitor to get the best information about your product. This helps them visit your page inorder to pixel them.
Retarget them- after pixeling the audience, offer something free to make them give their email addresses.
This generates leads and potentially sales.
Dynamic retargeting- this helps direct users from the funnel they originally visited to go ahead and become a lead or make a purchase.
This acts as a reminder of the next step.
6. Retargeting throughout the funnel:
This helps visitors who had fallen off to take the next step of the funnel.
It helps ensure that someone who had opted into the lead magnet to then go ahead and potentially make a purchase.
This is done through the Facebook Website Custom Audiences, which help you run ads to people who have visited your page as a whole or on specific pages.
You can then single out those who did not proceed to the next level or did not proceed to specific pages and send them back to visit the entire page.
This is dynamic in that once that person proceeds to the next step, they are automatically removed from your retargeted audience.
7. Scaling your Facebook Ads higher:
Once you have been successful in generating leads to your ad, you will want more and more.
To do this, you must locate audiences similar to the one that has already converted.
Additionally, you have to find out where else to find your target market from.
Facebook has come up with a tool called Audience Insights to help you with this.
It helps allow you to uncover more data about the demographs, behaviors, custom audiences and interests of your target audience. This will come in handy when scaling your ads to higher levels.