Facebook as a Customer Acquisition Strategy
Facebook has become the cornerstone platform for businesses to connect with customers, generate new leads, and increase sales. Facebook has a user base of over 2 billion monthly active users that continues to grow daily. However, organic reach has recently fallen to about two percent for business pages, an all-time low across the platform. At this moment, the only way to increase your business’s total reach is to utilize Facebook Ads optimally.
To sustain a successful and efficient Facebook Ads campaign, you will need to plan your strategies ahead of time, stay in control, and remain knowledgeable and ready to learn as Facebook changes and updates its platform.
Be Goal Oriented
Do you know what you want to get out of your Facebook Ads campaign? If not, you better figure it out. Going into a campaign with no game plan is a recipe for failure. Before you even touch Facebook’s Ad Manager, know what your marketing objective is:
- Brand awareness
- Reach more people
Set up conversion funnels for your target audiences. Know exactly how you are going to talk to each audience set. Then, ask yourself the following questions: How are you going to hook them into your business? What content are they going to want to see? How can you keep them interested in you? What do you want them to do and how are you going to make them do it?
Have everything outlined and set in stone before starting your campaign. You need to be open to completely trashing something if it doesn’t work because every approach won’t succeed. However, don’t let your shortcomings discourage you.
Rethink, reimagine, and retry until you succeed.
Audience, Audience, Audience
Facebook’s advertising platform offers the most specific and pinpointed audience targeting options available across all social media outlets. Facebook allows you to define your audience by location, age, gender, language, demographics, interests, and behaviors.
1. Custom Audiences
Are you familiar with what defines your current customers? If not, Facebook can create a custom audience based on your website traffic using Facebook Pixel data or even a list of customers you may have in a spreadsheet or CRM program. Facebook can also run an audience of people that have already engaged with your business page.
2. Look-A-Like Audiences
Once you have set up a custom audience, Facebook gives you the option to create a look-a-like audience of users that are similar to your custom audience. By choosing a look-a-like audience, you have the chances of generating growth and revenue quickly because your next customer is just like your previous customer.
3. Behavior-Based Audiences
As Facebook has become a leader in tracking everything about their users, behavioral audience targeting is an effective method of audience targeting. Facebook offers Audience Insights that you should take advantage of to learn more about what behaviors and interests your audience has in common. Create a new audience based on some of the most common behaviors and interests, and you are sure to receive more traffic to your page.
Facebook Pixel and Audience Insights track and display who your current customers are and what they have in common. By monitoring and reviewing the data available, you will better understand your audience. This data could potentially lead to new insights about your audience that could call for a campaign to retarget your audience. For example, you may find out that your audience primarily features females between the ages of 30 and 50, not males between 20 and 30 like you previously thought.
No matter who your audience consists of, you need to guide them through the customer journey.
The more you nurture their journey, the more likely their decision will end with your business.
How to Make Great Content for Facebook Ads
Without great content, you will not be able to garner many leads. You have to find a way to catch their eye. Do you have a story to tell? Then tell it. Be inspirational, creative, fun, and informative. Tell them about your brand, about your customers, or something entirely different.
Create offers and content that speak to what the market cares about most. Speak to their frustrations. Highlight how you can help them. Always keep your audience and the market in mind when creating ad messages. Have a reason behind every word, photo, and video you advertise to your audience. Don’t pull something from left field without having sound backing on why it will resonate and engage your audience.
Test, Monitor, Repeat
Should you send out one advertisement and just let it do its thing without making sure it is doing what you want it to do? Of course not. Create multiple versions of your ads for A/B testing. Test the copy and visual. Move things around to find the best version. There is always something you can improve and in the process drastically change your results.
Always monitor your ads for reach, impressions, clicks, purchases, and cost per result. You may want to increase the budget on one of your campaigns because it is getting fantastic results or you may want to end a campaign that is doing poorly. Understand what worked and what did not work for each campaign so that you can learn and grow from your past successes and failures.
Create new campaigns for new audiences by utilizing horizontal scaling. Test new ads on new audiences and monitor them to find the best one. Keep up this workflow to grow your audiences, increase your lead generations, and increase your sales.
TAG Is Your Solution To Success
Technology Advocate Group can help you implement and maintain a successful Facebook Ads campaign. We can help you define and engage your audience as well as scale and optimize your campaigns. Learn more about how TAG can help you unlock your business’s Facebook Advertising success.