Are you clueless about Facebook advertising strategies? Well, you are not alone.
Today, we are sharing the cream of the crop regarding Facebook marketing. After all, Facebook tops the list for 97% of marketers to run ads and boasts a larger user base for social networking and engagement. It is a known fact that Facebook’s organic reach has taken a nosedive thanks to the changes in the algorithm. However, here in the article, we mention some powerful Facebook advertising strategies with which you can reach more customers and make your FB ads an overall success.
Facebook advertising may look quite intimidating, especially if you are new to Facebook, but it is not. There are approximately 3 million active businesses that advertise on Facebook. But, 1 thing that needs to be noted is that only some of the 3 million businesses are successful. Hence, you must follow a strategy, so the ROI is worth both your time and money.
What To Know Before You Set Up Facebook Ads
Before we start with the strategies for Facebook Advertising, some background work needs to be done. First and foremost, would be to understand
- Who is the target audience
- What is their Geographical location
- Where do they work
- How do they identify themselves
- How do they spend their free time?
Once you understand all of this, you will want to create a whole customer journey.
A customer journey map is a visual representation of the customer’s experience with the company. Understanding the needs and concerns of potential customers that, in turn, motivates or inhibits their actions.
A customer journey map allows brands to boost customer experience leading to higher conversion rates and improved customer retention.
The customer journey may differ for each customer, but overall they fall into these categories.
- Awareness Phase – This is the top of the funnel
- Consideration Phase -The middle of the funnel
- Decision Phase – This is the bottom of the funnel
This is important to you as an advertiser because you can customize your content, verbiage, offers, and your call to action based on the stage of the customer journey of your targeted buyer.
Once you have sorted this, it is time to bifurcate your audience into segments depending on their customer journey, helping you to make the right deals at the right time to the right audience.
Here are a few examples of potential audience segments:
- Warm leads are the new customers entering your funnel as they are interested in your product.
- Lukewarm leads are the ones who have visited the website but have not engaged, and you wish to remind them by using retargeting.
- Next are the ones who are your constant blog readers who visit weekly to consume the content put up by you on the website, and they are more likely to engage with or share the content or make a purchase.
- Landing Page visitors are the ones who have come to a particular landing page and are interested in that specific product.
- Cart abandoners were close to closing the deal; just a gentle push would help make the sale.
- Return customers are the ones who love your brand and have purchased products from you in the past and keep on returning time in again for more. These are your brand loyalists and can recommend your product to friends and family.
Facebook Ad Strategies
Now that you’ve understood Facebook ads, let us look at Facebook strategies that can be employed in your advertising.
The Right Type Of Facebook Ads Based On Customer Awareness
Famous copywriter, Eugene Schwartz, mentioned that there are five levels of customer awareness:
- Unaware – A stage where the audience is unaware of the product and brand and is not looking for a solution as they have not identified the problem
- Problem Aware – your audience is beginning to search for a solution, as they know the problem.
- Solution Aware – the audience has found the solution but is unaware of your product.
- Product Aware – the audience has discovered the product and understands how it works to solve their problem.
- Most Aware – the loop is closed as they understand that the product will solve their problem and understand it is the best way to get the job done.
Customer awareness will help determine the direction you take with your ads, including the creatives and ad types that you choose.
Hybrid Facebook Advertising Strategy
The audience gets online through multiple devices; they could research products online on their desktop and buy them on their phone. That is why advertising has to be optimized for both desktops and phones to maximize reach. Customer awareness can be increased when focusing on reaching customers through multiple platforms.
An omnichannel strategy incorporating desktop and mobile outreach strategies acts as a guide for customers using each platform based on their level of awareness.
Customers typically start their customer journey on one device and end it using another, which means your ads should be specific to each stage of awareness.
For example, mobile ads should highlight people’s problems and available solutions. When people get to the most awareness, your desktop ads should focus on validating why your product is the best option available.
Combine Facebook Ads with Content Marketing
Companies target warm leads with ads designed to turn them into customers. Instead of straight going into sales offers, please provide them with content that answers their queries and provides them with solutions.
Make it short, engaging, and valuable. Eventually, you can convert warm leads into customers.
- Create relevant content
- Share this on Facebook.
- Ask your team members to like and share the post.
- Boost your Facebook post so you can reach a wider audience.
Run A Competitive Analysis
As a brand, once you gain an understanding of the types of ads your audience responds to. It’s time to branch out. Run competitive analysis and understand the preferences of the competitors’ customers.
Analyze what your competitors’ audiences respond to and customize your ads to stand out accordingly.
Competitive analysis will help you analyze the opportunities to meet customer needs. Your ads should highlight the best solution for your customer’s problem.
Know The Right Frequency
Nothing’s worse than seeing an ad repeatedly; over time, the effectiveness is gone because the audience ignores it or gets frustrated by it.
The ads are most effective when they do not appear more than five times to the same customer.
Anything more than this number means a higher cost-per-click (CPC) and lower click-through rate (CTR). Decide on frequency specifications while setting up the ad to avoid this hassle. Mention the frequency at which the ad should show up for each customer and set the action accordingly.
This tells FB what you want it to do once the number of views set has reached the mark. You can turn off all ad sets so that ads are stopped displaying once the number is reached.
This strategy should guide customers and create an experience that encourages them to complete the desired action, such as buying something or giving you their email address. Experiment with different frequencies to find the balance between a comfortable CPC and CTR for your campaigns.
Incorporate Facebook Messenger ads
Since Facebook introduced Messenger, the platform has become one of the most potent ways to reach and interact with audiences. Add to that the fact that customers expect instant answers to their questions — and Facebook Messenger offers customers a direct link to you — and you have an open channel to deliver targeted ads.
The main difference between this type of ad and other ad types is the call-to-action. For example, instead of guiding customers to a Facebook page or website landing page, Facebook Messenger ads invite customers to start a conversation.
You can set up pre-programmed responses based on customers’ popular questions or comments. This way, your ad works to engage customers and offers them the information they need quickly. Consider this, over 2 billion messages are sent between Facebook Messenger users and businesses every month! With this much communication, it’s no wonder customers expect a quick response.
There’s one more step before we call it the end of the article. It’s called a Facebook pixel. To track your conversion, you need to install it. Facebook pixel is a string of tracking dots taken from Facebook and embedded on your website. It then follows the action of visitors when they get to the site. This allows you to hone advertisements based on actual user behavior.
Facebook has step-by-step instructions to help you install the Facebook pixel on your website.
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