Do you ever get that face? You know, that scared face you get when you think about Facebook advertising? Let’s face it, Facebook ads can daunting to even the most experienced marketers. Facebook does a great job of constantly improving the Ads Manager platform but the downside is that things keep changing.
A really nice way to stay ahead of the game is to have a solid strategy in place so that as things “improve” with Facebook ads, the only learning curve you’re saddled with is simply rolling with the changes.
As a social media strategist, it’s my job to help people nail down their marketing strategies and that includes Facebook ads. Setting specific, measurable goals for what you want to achieve for your business go a long way to realizing results.
In order to launch the AWESOME power of Facebook ads, you need to know and practice the 6 main steps in your game plan.
Facebook ads turn visitors into customers.
Facebook marketing done right can be very lucrative. Increasing brand awareness and developing a like-minded community around your business is only the first payoff. Even bigger payoffs come when you’re able to turn those community members into customers. It takes hard word and it’s not done without a defined Facebook ads strategy.
So wipe that scared look off your face and take these 6 steps to launch the power of Facebook ads to promote your useful, relevant content to people who actually WANT to hear from you. Then, you’re much more likely to generate leads and sales!
Step #1: Create and publish solid, original, high-quality content
Use your website as a content hub and provide helpful information aimed at would-be buyers.
In order for this to work, you must start with a base of solid, original, high-quality content. How do you produce solid, original, high-quality content? Create a top-notch content strategy that allows you to design content that’s brand specific and attracts your target customers.
Step #2: Selectively promote top-performing content on Facebook
Once your solid, original, high-quality content is posted on Facebook, pay close attention to which posts are getting the highest engagement.
Create Facebook ads to promote those popular posts and watch your engagement climb…often 3-4 times more than organic engagement.
What happens during this process is people click on your link and are taken to your site…setting you up for the next step.
Step #3: Build a remarketing audience by tagging site visitors
You’ll need to place a snippet of code (also called a “pixel”) on your website that essentially allows tracking of these visitors who clicked on your link through Facebook.
Once you’ve installed the pixel, you’ll then go into Facebook Ads Manager and create a Custom Audience with your Website Traffic.
Step #4: Apply behavioral and demographic filters on your audience
Remarketing to people who’ve already visited your website enables you to get back in front of them with relevant, targeted offers based on what you know of their demographic traits and behaviors.
Depending on your specific needs, campaign parameters and revenue goals, you’ll want to create relevant audience segments to refine your targeting.
Step #5: Target your Custom Audience with Facebook ads promoting offers
Using remarketing ads, you’ll get your offers in front of a more relevant audience than you could possibly reach using organic Facebook posts alone: people who have already expressed an interest on some level in your business.
Step #6: Convert qualified leads into sales
Website visitors who have already expressed interest in your business are much more inclined to either want to know more or are ready to pull the purchase trigger. Leverage your Custom Audience by creating Facebook ads that click to a landing page with a call-to-action and a lead form.
NOTE: Please make sure your internal operation is ready to field these leads. I’ve seen many Facebook ad campaigns fizzle because the leads were sent to people who didn’t follow up.
“Content Remarketing” greatly amplifies content marketing and Facebook marketing.
Leveraging Facebook ads successfully to promote content and generate leads calls for these 6 steps. You’ll need to refine your process for assessing and reassessing paid and organic engagement to keep costs in line with results.
For help with launching this or any other Facebook marketing strategies to grow your business, reach out to me–> here.