Facebook Advertising for Beginners

In general there are many people out there who are more and more inquisitive about social media marketing in general, and in particular, Facebook. Back in the good old days as a marketer you’d be faced with a tough sell around trying to persuade business owners and heads of department about the virtuous of investing your hard-earned advertising budget in social media; measurement, ROI and a general lack of understanding around the numerous benefits made explaining why this was a good idea a laborious conversation. Thankfully times have changed and social media is more than ever an integral part of most businesses digital marketing arsenal, to that end I wanted to highlight some of the basic points to consider when implementing Facebook advertising.

1. What should I try to achieve with my Facebook marketing?

There are actually many answers to this question. You could want to purely try to make conversions or maybe you want to build an audience, create content, raise the profile of your business or perhaps even a combination of all these things. Facebook advertising is a wonderfully adaptive marketing platform with text ads, display ads, groups, apps and many more ways to interact with customers old and new. Take some time to sit and conceptualise your targets as well as thinking about basics such as budget, platform, schedule etc.

2. How do I attract new Facebook likes?

The real trick to increasing user engagement is just to start with creating an exciting and compelling business model that people are excited about and feel like they want to be a part of. Make your customers feel valued and included, that you have shared values, interests and goals. Make them feel respected by not patronising them or abusing their trust and sending them updates more often than is genuinely beneficial to them. When you do post something make it clear what the point is and keep your content and updates both concise and retaining an ongoing theme, almost like a personality. It helps if you keep a tight team or one person responsible for posting and have regular communication regarding the voice you’re projecting to your customers; should this be serious, fun, knowledgeable, first person? Have an agreed approach that lends itself to your brand values and stick to it.

3. Should I allow Facebook posts from my customers?

I firmly believe if you want to grow an outstanding business then the answer to this question has to be yes. I understand some apprehension regarding this policy as you’ll commonly encounter Facebook users using your page as a place to vent their frustration but this will be offset by the benefit of having total clarity within your customer service procedures, this generates trust and promotes customer loyalty. If customers can see you resolving issues in a fair and satisfactory way it offers peace of mind to potential new customers as well as increasing levels of user engagement and advocacy. Having customers advocate your business is invaluable, both online and offline.

4. What Facebook content works best?

There are a multitude of Facebook ad formats designed to do a whole range of jobs. App engagement, Brand awareness, clicks, Events, Leads, Likes, Conversions plus lots more. Broadly speaking these ads are broken into two main types, ads that appear within your Facebook news feed (just like posts from your friends and family but with the word sponsored) and “right column” ads that look a lot more like traditional ads and appear to the right of your news feed. As well as this there are a plethora of sizes, image formats, vouchers, buttons and other options to take into consideration when creating that all important ad. Personally, I think one of the first things worth considering is “Do I have access to a good graphic designer?”. If you want to put your business in a good light and are interested in including graphical element and banners then it’s absolutely essential these are put together by a good graphic designer, there’s nothing more off-putting for customers than something that doesn’t quite “tick all the boxes”.

5. Choose your audiences carefully

Not only is Facebook is one of the biggest websites on the planet but it also knows a hell of a lot about all of us, using that information can be a tremendous asset to your marketing. Start with some basic audiences that are relevant to what you do and then regularly review your results, once you start to see results then its time to grow that spend and get after some more complex targets.

6. Use your competitors data

Many times I’ve seen Facebook ads campaigns that target likes. That’s not always a bad idea but bear in mind that your competitors can use this information too, and better still we can use theirs. There’s no better feeling than making a list of all your competitors and then targeting their audiences and knowing that you’re feeling the benefit of all their hard work!

7. Get professional help

There are two key events where I’d definitely recommend getting some expertise on board. Firstly when you first enter the world of Facebook advertising and secondly if you’re looking to ramp up your campaigns. I find during these times advertisers with less experience can make key mistakes or miss key opportunities that would have elevated their attempts from average to great (or failure to success). As with everything A/B test all your work and don’t be afraid to try new things and come up with fresh ideas and content.

Still need help? Drop me a message here and let’s talk about what online marketing expertise I can bring to your business.

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