MARKETING TIP VIDEO: Facebook Marketing For Business – 4 Best Tips
October 6, 2020
4 Facebook Marketing Essentials
Facebook has a dizzying array of advertising tools. Its demographic and psychographic data on users is unlike anything that’s ever been available for advertising. You can micro-target audiences on Facebook and structure campaigns in great detail based on how they responded to previous content from your brand. We won’t try to explain every facet of Facebook marketing for business here. But we would like to review 4 of the best tactics that we’ve seen drive results. Try them as you start your Facebook advertising, then refine your campaigns as you gather more data.
#1. Run Video Ads
When it comes to engagement, video ads on Facebook are top performers. Video is excellent at catching and holding people’s attention. An enticing video is one of the best ways to slow people down as they scroll through their newsfeed. Video is also a strong retargeting tactic. You can structure retargeting based on how long someone engaged with the video, creating follow-ups based on interest levels. For example, we ran a targeted video campaign for the Denver Broncos designed to promote an upcoming event at Broncos Stadium to sell fitness franchises. When we started building the audience and remarketing we saw an increase in event subscriptions that led to the sale of 12 franchises at 150K a piece. Learn more about Facebook video retargeting ads.
#2. Audience Targeting
You can target audiences on Facebook with scary precision. The system gives you the ability to layer your targeting so that you end up showing ads to an audience tailored to your offer. For example in our Broncos fitness campaign we targeted:
Men and women who live within 100 miles of Denver.
People ages 25-45 who worked in a fitness industry.
People with personal interests in both fitness and franchising.
People who watched over 50% of our initial video (retargeting).
By the time we got to the fourth layer, we were advertising to people who were an ideal fit for our offer. This results in extremely high engagement with the content. When you set up audiences, make sure you have a large enough segment to target. If your audience is too small, your ads might not display. Facebook will give you data on your reach as you create your audience:
#3. Understand Campaign Types
There are many different types of campaigns you can run on Facebook, each tied to a specific goal. Brand campaigns are the broadest campaigns with creatives that may or may not have a call to action. You can create organic content, boost posts, or run sponsored ads for brand campaigns. The goal here is to simply get your brand in front of more people and create awareness. The content itself won’t be promotional. The metrics you look for here are branded searches and direct traffic to your website, as well as more likes and engagement on your Facebook page. See example Facebook branding posts. Like campaigns use similar content to brand campaigns, but you have a call to action to get the users to like your Facebook page. You usually want to boost or sponsor these posts to targeted audiences. This opens up the opportunity to show them more organic content and run retargeting ads. Traffic campaigns are designed to drive traffic to a landing page on your website. These work well as sponsored posts, but they are usually more informational than promotional. The call to action on the post is often a “Learn More” button that takes people to your website. For example:You want your landing page content set-up to convert, and you also want to create retargeting lists based on this traffic. Facebook Lead Ads are ads that actually convert the call to action without the user having to leave Facebook. For example on this post, the sign-up form opens on Facebook itself, so the user doesn’t have to go to a separate landing page. Lead Ads are a great way to capture contact information so you can follow-up with tactics like email marketing or phone calls. Be sure to integrate these forms with your CRM so you immediately organize these leads in your sales funnel. Learn more about Facebook Lead Ads.
#4. Keep Your Creatives Fresh
On Facebook, you have to keep your content fresh and relevant. That goes for organic posts you create and all types of ads you run. Remember that Facebook is first and foremost a social media platform. Users are not on Facebook with the goal of seeing ads and promotional material. That’s one of the reasons it is so important to target your ads. You only want people who have a genuine interest to see your content. It also means that you need to keep creating new videos, images, and ideas for your posts. Ad fatigue is a significant problem on social media. If you keep showing people the same stuff even a few times, they’ll lose interest and unlike your page. This is where having a professional social media management team really pays-off. If you’re serious about marketing Facebook, engage the help of pros who have the skills and tools to create collateral and target our ads with precision.