15 Minute Read
In today’s marketing world Facebook is a massive force. 1.23 Billion active users make it the largest social network in the world, with 62% of users “checking in” daily.
To put that into perspective, that’s 5x the population of the United States and 15% of the world’s population… who can be reached daily.
These numbers have caught the attention of almost every marketer on the planet – with 93% of them creating ad campaigns for the platform.
Facebook’s ability to hit target markets with such a high level of precision has been fantastic for marketers, BUT it has meant that content is now more important than ever. Facebook owns the average user’s attention for 50 minutes per day. The user spends these 50 minutes looking at content that is interesting, well presented and relevant. It is then implied that high relevancy and quality content equal more engagement. So, to increase your brand engagement it makes sense to have “relevancy” the core of your online content.
The key to producing quality content that is relevant rests on your ability to create a relatable, convincing, eye-catching campaign that targets your specific audience, using suitable Facebook ad types and placements. Your campaign’s increase in sales should be correlated to your engagement and awareness about three months into your campaign – with slight variations in time according to your audience.
Seem a little chaotic? Each of the headings below address these elements directly and effectively so that the Facebook shadow doesn’t loom quite so large.
With your business poised to create huge waves in 2018 you’ll need tools to help you along the way. This ultimate guide to Facebook has been created to show you how to catch those waves and generate sales for your business – so scroll below to take advantage of Facebook in the year ahead.
MARKETING CAMPAIGN STRATEGY
Consistent execution of a well-researched and coordinated strategy will give your business the direction it needs to succeed.
This plan should be comprised of an audit of your current marketing standing, objectives for your future performance and all the tools you will use to achieve your strategy.
To effectively audit your current marketing performance, you will need to figure out:
- How many people are currently connecting with you.
- How your Facebook presence compares to your competitors.
The reason you’re here is because you are not satisfied with the above two points – or you are, but you wish to improve on them.
Ask yourself two questions before proceeding
- Is my audience here on Facebook?
- If so, how are they using this platform?
It is vital that during this phase you keep your audience in mind. By doing so your campaign will reflect an intentional direction; one that allows you to quickly react, whilst you hone your online presence. ‘Be spontaneous with your engagement and customer service rather than your content’ (Sprout Social).
The vicious landscape of Facebook will eat your budget up and spit out zero returns if your content is sporadic and disjointed. In the past two years, content consumption on Facebook has increased 57%. So don’t create unrealistic goals that chase vanity metrics like followers and Likes. Instead, implement metrics to measure your:
Ask Yourself Five Questions Before Proceeding
Having great content to share is essential to succeeding on Facebook. Your Facebook strategy should include a content marketing plan, comprised of strategies for content creation and curation, as well as a content calendar
The detailing of this plan should address the following questions:
What types of content do you intend to post and promote to reflect your identity on Facebook?
Who is your target market for these posts?
What reward can the audience stand to gain from your content?
How often will you post content?
What form will your posts take?
What tone will you maintain throughout your campaign?
Does your content drive action?
All these questions should inherently work towards a cost effective and relevant focus. The importance of the right objective from the outset of your campaign – and the answers to the above questions – should appear paramount as you descend through this guide. Now that you have your overarching strategy – communicable across the duration of your campaign – it’s time to fill in your objectives directly to the platform.
SETTING UP YOUR FACEBOOK STRATEGY
In this stage you will essentially tell Facebook what you wish to achieve from the get-go – paving the way for a campaign that sympathises with your customer’s needs. Facebook now has 12 choices for any business wishing to launch a marketing campaign on the platform, these include:
Brand & local awareness
Product catalogue sales
Selecting the objective that best matches your overarching digital marketing strategy is crucial, as it will later effect your ad delivery and conversion rates. To ease some of the pressure though, all of these can be aligned to fit three main marketing strategies:
Awareness – objectives that generate interest in your product
Inquiries and relationship building – objectives that get people looking for your services or products
Conversions – objectives that generate leads for your customers to click through and purchase a product or service.
If you’re still unsure of how to allocate your content, you can follow the rule-of-marketing-thirds – a formula that allocates equal weight to promotion, sharing ideas and personal interactions with your audience.
To kick off your campaign crusade will require 3-4 robust objectives that support your business’ umbrella strategy. Any objective within this strategy should possess a constant direction throughout the life of your campaign. It is vital that your campaign objectives are analysed once the campaign is finished. These will need to be updated according to changing perceptions of your product and potential algorithm changes – this will keep your brand relevant through constant focus on your customers.
TARGET YOUR AUDIENCE
KNOW YOUR AUDIENCE
Knowing who you’re talking to before you start a conversation is as important on Facebook as it is in real life. Gaining a favourable rapport with any audience starts with your ability to tailor what you say to how they will react. All content that you publish to your target market is what you’ve chosen to say, it must incur a favourable reaction to improve you image. So knowing your Facebook audience while you create content is the key to effective targeting.
Paying attention to conversations and trending topics on Facebook is the simplest way to directly gauge what interests your prospective audience. This will help you define what they are passionate about, and with what content to best approach them – like listening to what they’re interested in before you speak.
You must harness the power of Facebook’s ad platform to build your audience. Case studies have proven that this can result in an ROI up to 3x higher than if you don’t target a specific audience (Facebook). To specify your audience requires creation of demographics, or niches, to cost and time effectively incentivise product-related actions to your target market.
These are audiences you can define through people’s interests, age, gender, income level – and other demographic qualities they possess. Saved audiences can be created in the campaign setup phase – recommended – or through the audience manager – when your campaign objectives change. As mentioned before it is best to have a clear idea of who your audience is prior to setting up your campaign.
Location Based Targeting
This option allows you to target people in specific locations, I.e. Country, state, city, postal code, specific address radius – the key is to be specific but not to limit yourself when considering multiple demographics. This can be narrowed further by choosing:
Everyone in this location (default)
Who live in this location
Were recently in this location
Travelling to this location
Demographic Based Targeting
Multiple entries are allowed to hone your audience type based on generic traits and lifestyle.
Interest Based Targeting
This option targets people specifically interested in a subject or brand related to your product. They produce the highest quality leads to your site, as your ads are incredibly relevant to the trending topics your audience are interested in. By providing adjacencies to their browsing topic, you can broaden your reach without wasted clicks. This feature allows you to target people interested in your competitors, your market, magazines, blogs and hobbies.
Behaviour Based Targeting
These use previous actions and interaction history to gauge audience’s potential affability to your site. This method uses metrics to analyse audience purchase history, pages they like, life events etc. to anticipate user’s future purchase decisions – optimal for hotels and travel sites.
These audiences are highly valuable for virtually all businesses, as they allow you to retarget past website visitors and people who have previously engaged with your content. You can set these audiences by using the following methods:
Creating Custom Audiences from Customer Files
This targeting option is based around your existing customer logs and information gathered on your audience I.e. lists of emails, phone numbers and other personal information.
Creating Audiences Based on Website Traffic
Audiences that have previously engaged with your website are potential customers that have expressed interest in your marketing content. To analyse (and cookie) audiences based on your website traffic, you will first need to download Facebook Pixel. Automated tracking systems then relay your advertisements onto user’s Facebook interfaces, to keep your brand at the forefront of customers’ minds.
Create Custom Audiences Based on Engagement
This resource lets you target users that have engaged with your content on Facebook e.g. viewed your videos or liked your page posts. These audiences have expressed direct interest in your content, giving you the opportunity to effectively teach them about your product.
Facebook Lookalike tools let you reach audiences who are similar to your existing customer database – making them highly likely to convert sales. This tool helps you extend your ad campaign reach so you can target people with existing interest in your market or industry. First, a source audience (custom audience) must be chosen, then Facebook identifies common qualities of the people within that pool of 1,000 to 50,000 people (size recommended by Facebook).
DEFINE YOUR AUDIENCE BY CREATING DEMOGRAPHICS
How you define your audience will lay the groundwork for your whole marketing strategy’s performance. This comes down to selecting relevant demographics. Data points that narrow your audience into:
All of these are itemised when creating a Facebook ad – regardless of the ad type or goals – to allow marketers the opportunity to fill in details based on target reach. The more niche your target market, the more likely it is to resonate with users. This will produce higher quality leads.
DEFINE YOUR AUDIENCE BY CREATING PERSONAS
Different to demographics, buyer personas are fictional identities created from your target audience. They are archetypes of your ideal customers (AdEspresso).
Personas help you understand everything about your customer – including what they require to convert and purchase from you. Understanding your audience is critical to developing how your product or service is perceived, it will dictate everything that pertains to obtaining and retaining your audience.
Why You Need Personas
Personas drive sales and increase customer retention to create relevant messages that attract niche audiences. You’ll be able to connect to your customers through highly targeted messages, because you can imagine certain instances where your audience would use your products.
Usage of your product will vary, so it’s important you have a wide enough customer scope. To tailor your marketing to each of the branches in this scope will require a mock-up of that type of audience, i.e. a persona. This will help segment instances of of how customers use your product differently – to later appeal to them through advertisements that target their usage.
What you need to know about your Personas
To create an imaginary potential buyer of your product requires stepping into their proverbial shoes and understanding what makes them tick. These archetypes should be as close to the real thing as possible, and be based on real data to target their:
Background – interests, occupation
Identifiers – buzzwords or tone used to address them
Goals – what they strive towards, where they think they are now, and what plans might dictate their future actions
Challenges & Pain Points – any roadblocks in their lives that can be fixed or aided by the presence of your product
Queries & Complaints – common objections or uncertainty towards your product; will allow counter arguments
Once you research each of the above parameters to breathe life into your persona, you should begin to almost sympathise with your character’s situation. If you can see why audiences need your product, you can fit the same product into each of their lives – no matter how different their lives may be. Here is an in depth workbook to help you create the perfect buyer personas around your product.
CREATE PERSONAS USING FACEBOOK’S AUDIENCE INSIGHTS
Using Facebook’s audience insights is a great tool you can use to create the right persona, as it enables you to narrow down your audience on the marketing platform itself. However, first you must choose the right target audience.
You can choose to examine different audiences using all of Facebook’s users or all the people on your existing page. However, neither of these will give you enough specificity when breaking your audience down into each respective niche. These are not your audiences, and as such aren’t the customers that you need to target.
Use custom audiences to better achieve the level of specificity required to create a persona, rather than broader audiences elsewhere. Demographic information is easily accessible, and can help you identify commonalities and trends that exist between your target audiences. It’s also a great tool to use as a guide if you’re stuck with generating the above lists on audience interests etc.
A beginner guide to how you can create audience personas can be found in the following link from Hubspot.
PERSONAS AND YOUR SOCIAL IDENTITY
Using the above link you’ll be able to deliver relevant content to your audiences across Facebook Ads – thus allowing you to select targeting criteria that will limit who will see your content. This will reduce the cost and inefficiency that often comes when campaigns are not initiated effectively.
All content, including the image, description, headline and call to action when customised to each persona should garner quality leads. Your core personas will have social contexts and identities that can be targeted with variations of design. This, in turn, creates multiple social identities for your brand, as all customers will view your brand differently, the trick is to getting them to view your brand positively – by using personas.
Facebook has invested in expanding the range of places where your advertisements can be shown to users. In its continued dominance of the social sphere, Facebook has created more ways to customise your content so that it is easily accessible. The cost-per-click can vary by over 550% depending on your choice of ad placements. So strategically placing your ads is vital to cost-effectively targeting your audience.
FACEBOOK AD PLACEMENT OPTIONS
When setting up Facebook Advertising from scratch, ‘automatic placements’ are the first option assigned to your brand.
Choosing the “(recommended)” option when making any Facebook Ad decision, tends to mean you’ll be paying more for your ‘I’ll let them work out the specifics’ mentality (Wordstream). Take hold of the specifics and you’ll be able to stretch your marketing dollars. So if you enjoy striking your own path, paving your own way and other such idioms, Click the “edit placements” button to enter the wonderful realm of placement marketing.
Above you’ll see the different categories relating to placement of your ads, including:
Facebook’s mobile and desktop newsfeed
Let’s break these 4 down for further clarification:
Facebook Ad Placements
Facebook is the original Granddaddy when considering Ad Placement.
That being said, they have added a few more features over the years to give marketers more flexibility in the way their amazing content appears to users of the site. The new key decision to be made is that, unless you choose to target both desktop and mobile at the same time, both placement options will not be available for you to use.
If you choose to target Facebook users on their desktops, you will be limited to Facebook’s newsfeed and right hand column placement (WordPress). The right column refers to the compressed versions of your ad that float alongside the news feed when users scroll.
If you want to target users on their mobile devices through certain placements, you have the option to send it to the user newsfeed and Facebook’s ‘instant articles’.
Instagram Ad Placements
Facebook’s acquisition of the platform has freed up the transfer of information between user interfaces. This is great news from a user perspective, and magnificent news for marketers – as it produces massive advertising reach across both platforms. The platform only allows advertising on mobile devices, but its highly visual nature makes it one of the best ways to capture audience attention.
You’re then faced with the choice of placing your ads on user’s Instagram ‘feed’ or within Instagram ‘stories’. Instagram ‘stories’ are similar to Snapchat stories whereby time-based videos, images and gifs catalogue user’s experiences for their followers.
Audience Network Ad Placement
The audience network extends your reach past social media, into 3rd party mobile apps and websites that host your advertisements. Your ad can be displayed as either native, banner or interstitial.
The good news is that you can exclude specific categories of apps and websites from the audience network, reducing the amount of wasted clicks (WordPress). For your peace of mind, blocking your brand from apps such as Tinder will also give you control over your brand image when using this placement.
Facebook Messenger Ad Placements
Facebook messenger placements take the form of two advertising options: messenger home, and sponsored messages. The Messenger Home option, much like the Facebook newsfeed, uses banner advertisements to present visual representations of brands.
Sponsored messages appear if you select the ‘messenger’ objective at your campaign level. This placement allows targeted ads to engage and re-engage people who have opened existing channels of communication with your business – so you can directly communicate with them!
ADS THAT GENERATE TRAFFIC AND LEADS
One of the prime reasons behind Facebook Advertising is to drive traffic to your linked website. This can be either to increase your site’s overall reach or to send users to a dedicated landing page to potentially buy your product, sign up for a newsletter or participate in some other kind of lead generation (AdEspresso).
Facebook Link Click Ads
These are synonymous with Facebook ads, as they deliver your audiences to an external website or landing page upon clicking. Ads can also be shared and tracked using engagement metrics such as likes and comments. Dialogues can further be created in the comment section, where your business can add personable flair to queries. You can use these simple forms of banner advertisements within multiple placements – to deliver the same ad across numerous user feeds to reach a large audience. This ad type is supported within the following placements:
Facebook Video Ads
These are another form of link click ads, the only difference being that instead of a still image, there is a featured video in the display. These can be highly engaging as movement within the visual section of the ad often prompts the user’s attention. Videos are a great way to get the users attention. However, the video’s purpose and a clear message must be delivered immediately to retain participation for the duration of the video. This can be supported by clear text. Video ads are supported within the following placements:
ADS THAT GENERATE SALES AND LEADS
These mediums allow you to showcase a range of products within a single ad – perfect for businesses that run an E-commerce store or have multiple product offers to promote. Without leaving the platform, users can now submit their information or interact with your brand. This drastically improves the user experience – increasing lead conversions – as loading times are often 10X faster.
Facebook Multi-Product (Carousel Ads)
By allowing you to show up to 10 images or videos, headlines and links, or calls to action in a single unit, it is the ultimate product promotion toolkit. These are notorious for their lower cost-per-conversion, as they are interactive and tell your story. Customers often have differing tastes towards various items or products – so by promoting a range of products it increases the reach of your ad. Do not to go too broad and show sporadic products, instead show variations of similar products or themes. These can be placed on:
Facebook Lead Ads
These ads are perfect for garnering content downloads straight from Facebook. They generate leads by appealing to users with copy – to emphasise value gained – and an accessible download button. Optimised for catalogues, samples and E-books, this platform has the potential to quickly provide information whilst gathering customer email addresses.
Facebook Canvas Ads
Perfect for highly visual and intricate products, this medium allows users a 360º interactive display of your product. Users can pinch, twist and tilt the image to change their vantage point of the product. Canvas ads can be used to show off 3d elements of your product that aren’t accessible to normal display viewing. These are only available through the Mobile Newsfeed.
Facebook Collection Ads
As the name implies, Collection ads let brands show off various items (often clothing) that are being sold on your website. This immerses your audience in the ad, as often a video or single image heads the display, with a carousel at the bottom to show products included in said image or video. This is highly useful for brands that wish to include a ‘buy her look’ segment to their marketing. This medium is solely supported on the Mobile Newsfeed.
MATCHING THE TYPE OF AD WITH YOUR STRATEGY
Ad delivery optimisation lets you tell Facebook the results you wish to get so that you reach the right people. To do this, every Facebook ad campaign objective should be optimised differently, as delivery options through varying ad types can make or break any campaign.
Ads for Brand Awareness & Reach
To help more people find out about your brand, these suggested mediums should be used:
Single Image and Video
Ads For Reach & Impressions
To reach the maximum number of audience members relevantly over a shorter period of time is a good option when promoting limited time or re-marketing offers. To produce the highest number of possible impressions use:
Single Image and Video
Ads For Traffic
Traffic can be boiled down into Link Clicks, Impressions and Unique Daily Reach, so it makes sense that anything visual and highly engaging should be used to attract the customer to your linked site. To generate traffic and lead people to your site, you should use:
Single Image and Video
Ads For Post Engagement
Using Facebook boosted posts to amplify your reach will show your ads to people who are anticipated to like, share and comment on your posts at the lowest cost. To take this direction use:
Single Image and Video
Ads For Lead Generation
Facebook Lead Ads aims to get users to share their contact details in exchange for downloadable content. Instead of sending them to your website – a form pops up which allows you to collect personal information. Great when using:
Single Image & Video
Ads for Conversions
Optimised to deliver you new leads or purchases, conversion ads aim to increase audience participation i.e. likes, purchases, followers. Facebook understands this and optimises your ads accordingly into:
Single Image and Video
Test & Analyse Your Facebook Marketing Plan
Your marketing plan must be dynamic, fluid and continually improving. You must frequently update and adjust your strategy and content so that you are constantly relevant to your audience.
Sydney Digital Marketing can regularly improve your content based on what works and what doesn’t with your audience. We tailor this process to you, as this is different for every business – no one-size fits all.
Use our highly specialised services to gain insights on Facebook that give you a leg up on your competition, and you’ll be climbing the ladder of Facebook marketing domination in no time. We provide high quality leads to brands like yours, using our tried and tested experience. Check out our testimonials for more information.
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