It has been a while since I wrote about Facebook, and a lot has changed since then. Our process has been able to adapt to the changes and ensure we are still getting the results needed.
Facebook marketing has come a long way, and right now it is the most affordable, and best way to engage with your customers online.
In a previous post, I gave 5 steps on how to improve your social media strategy. In this post, I am explaining some of the ins and outs of a successful Facebook Campaign and the process behind it.
But before you get started, I believe we need to know why this matters to ANY business.
I know it is easy to assume that posting a few times per week, and boosting a few Facebook posts is enough. Even though this is helpful and should be part of your strategy, it is not all that you need to do.
It is important to use your marketing budget and your time wisely while trying to get results from digital marketing. I know this can be frustrating, I also experienced this when I started using Facebook to connect with our clients at Pirela Consultancy.
After spending thousands on ads, hours on research and taking courses, we were able to test out what works and doesn’t work on Facebook. Furthermore, we were able to create a simple process, that will help us overcome the web confusion problem.
Keep in mind, if you are using any other social media platform, you will be able to apply the steps you are about to learn. However, you will have to add a few other steps like hashtag research for IG and connections with Linkedin, or keyword research for Google Ads.
Stay with me for a moment, if you want to figure out Facebook for your business.
A quick story
We were working with a client, who had a budget set to increase their brand awareness online. Their budget was to be used on any platform that can generate ads.
As we worked with their team, we helped their team outline a few of the best platforms, created a strategy for each and gave them the reasons why we thought they were better than others.
At the end of a month, we were looking to through the results. But for our client at this moment, all they cared about was finding out the best platform and the cost of the budget they need to set aside.
Surprisingly, Facebook was once again the best platform for ads. They got leads at just $1.78 per click but also were able to connect with the audience that fit their customer’s avatars.
My point with this story is that no matter what your business is, Facebook ads and marketing tools will work for ANY business.
So if you are still with me, let’s get started.
Facebook Marketing Step #1: Find out who you are targeting using Facebook tools.
Purpose: To be able to talk to the right audience and target those who are interested in buying your product/service
I am always talking about Customer’s Avatars or User Personas.
These customers profiles will provide you with all the information you need about your customers, such as:
- Who your customers are
- what they do
- where they are
- The tools they interact with daily
Did you know you can give Facebook all this information and they will use it to target the audience that fits this customer avatars?
You can start to use this tool right now, by heading over to your business manager and clicking on audience insights over on the menu.
Inside this amazing tool, you will be able to:
- Add your entire demographic
- Look for the tools they might use
- Search for the brands they interact with and…
- once you have achieved the persona you want, you can click save this audience.
This will be the audience you want to use for your cold-traffic campaign. I will talk more about the types of campaign on the next point.
Quick Tip: Depending on your target audience, you want to keep it between 5 million to 7 million potential users.
If you are doing Facebook ads for a local business in Grenada, for example, you will want to use a miles-radius to target those who are traveling nearby our business.
Let’s say your business in St. George’s, and you want to target the university students, you will most likely do 10 miles with quite an open demographic.
Facebook Marketing Step #2: You need more than 1 Campaign to get the best results
Purpose: You need to create one campaign for each part of your business market funnel
I was asked to audit a Facebook ads account a few weeks ago, from a company that had a huge budget for ads; However, they were barely getting any results.
I know you are asking yourself, well if they had a huge budget and didn’t get results…. Where does that leave me?
Well, they had one big problem…
They only had one campaign set with multiple ads.
This was causing them to target a very large number of people, who were not interested in their service.
So what my team and I did, was to create a customer value journey and then created 3 main campaigns for each step:
- Cold Traffic – for Awareness
- Warm traffic – those who already liked their page and interacted with their brand
- Hot Traffic – those who already bought their services
- Bonus: Those who were very close to buying, but did not
Later on, we will create multiple campaigns that will them target each step further, but for now, this made a 300% increase in the results they were getting.
Because not everyone is ready to buy. And those who are ready to buy were getting ads for people who are not ready to buy yet.
Social media marketing can get confusing!
Breaking it down in this way will allow you to target individually your client’s segments.
Most importantly, it will help you to move them towards each step of the funnel until they become a paying client.
This can work for ANY business, but you need to spend some time looking at your customer’s journey and crafting ads that will work for each of them.
Facebook Marketing Step #3: Spend some time writing your posts and ads
Purpose: You want to be relatable.
There is a strategy exercise that I do in almost every workshop with my clients. It is about finding the brand’s attributes and voice of their brand.
You may be wondering why we need a strategy workshop like to be able to run Facebook Ads.
But if your audience does not understand your message, tone and is not relatable to your content, they will not click.
So to give you a quick overview, here is what I do on this workshop:
#1 Identify brand attributes or adjectives for:
- General business attributes
- Culture of the business
- Your customers
- Your voice
- The way your brand makes people feel
- The tangible feeling your brand creates
#2 I choose adjectives from The Voice section and match them with their customers’ avatars
#3 I will use the rest of the adjectives for writing the content and the creatives for the Facebook Ads
This will help you a lot whenever you are writing content for Facebook and creating the posts designs.
Next, you need to start using different ads content style to get the attention you want.
Here are a couple of ads style you can use (I will do another post on this)
- Having – Ads or content that starts with having. For example, having experienced XYZ, makes you want to get XYZ
- Storytelling – If you have been targeting with our ads, you will see I have created a few that are stories about my client’s conversations
- Imagine – Picture the perfect solution with your ads.
There are a lot more, but I will save that for another post.
Facebook Marketing Step #4: Start using Facebook Pixels
Purpose: To create audiences that are developed from your website
Remember that story about the ads account I was auditing.
Well, the traffic to their website was huge. But once they close the tab for the website, they were gone for good.
What an opportunity wasted!
If you are not familiar with Facebook Pixels, I will recommend to read over on it before you continue reading this post.
But in short, it is a piece of code that you can add to your website for retargeting and audience building through Facebook from your website.
If you do not have a Facebook pixel created yet, do the following steps:
- Head over to your business manager
- Click on Pixels, right under Events Manager
- Click on Add New Data Source and choose pixel
By adding a few pixels to their website, we were able to create retargeting campaigns, as well as, a warm traffic campaign of people who have already visited their website.
Do you remember that bonus part I added about those who were close to buying, but never did?
Well, my team used pixels to create an audience and retarget them with ads that will attract them back to our client’s website and an unbeatable offer that will ensure they bought their products.
It worked like magic…
You need to start taking advantage of the tools Facebook has for you to use. Using the tool I have described in this post, has helped us to push our ads and grow traffic to this, and helped our customers reached the right audience.
I know that every business is different, and you may have different goals. So I strongly recommend that you do a lot of testing to see what works for you.
Get started to implement these steps and keep track of everything you are doing. It is important to build your process, so, later on, you can re-implement what has already worked, and remove the steps that did not generate any results.
Start to implement these steps and let us know how it goes.