When executed correctly, a Facebook marketing campaign has the potential to strike gold for your business, connecting you with hundreds of thousands of people who are waiting to snap up what you’re offering. So how do you make sure that you get it right?
Contrary to what many people think, the world of Facebook marketing is less of a maze and more of a ladder. It’s all about increasing your knowledge of the platform, your audience and your understanding of what needs to be done in order to continue climbing up the rungs. There’s a world of tips and tricks to explore, but to get you started we’ve listed the three things you should be doing to set your Facebook campaign up for success.
Pay attention to your audience insights
If you read that heading and thought to yourself “huh? What’s audience insights?”, then we can confidently say that your Facebook marketing campaign isn’t reaching its full potential. How do we know this? Because without this helpful tool, you won’t know your audience as well as you should. And as any marketer will know, knowing the people your targeting is the beginning and end of any campaign.
Audience insights offers a wealth of incredible information about the people you’re marketing to. With this feature, you can take a look at what pages your audience is engaging with and target these interests accordingly each time you create an ad, increasing your reach. Insights also allows you to ‘save’ audiences, so it’s easy to select which group you want to target with each particular post, as well as track which of your posts receives the most engagement. This allows you to know what is working for you and what isn’t, so you won’t need to spend time running a campaign that simply doesn’t convert. Insights offers a plethora of information right at your fingertips, which is why it’s an invaluable resource that any Facebook marketer can’t afford to ignore.
Make sure you’re linking to landing pages
Whether it’s a paid advertisement or a post sent out to your Facebook followers, you need to make sure that the page you’re linking to offers the best chance of conversion. With each ad, your aim should be to show your audience what you’re offering and why they should be interested in it. For this reason, basing your posts around some of your strongest landing pages can be a great way to convert in high numbers.
Of course, this means that you should be optimising your pages to ensure that they are engaging, easy to understand in just a few seconds and attractive. It doesn’t matter if you have the most incredible Facebook campaign of all your competitors; if you’re linking to pages that simply don’t convert, you won’t see the results you want. These two factors work hand in hand, so it’s important to nail both in order to get the most out of your Facebook marketing.
Find out what your audience responds to
Social media marketing isn’t a one-size-fits-all type of deal, so it only makes sense that it would take some time to figure out what it is your audience really wants. If you’re only just beginning your Facebook campaign, you should be posting a wide variety of content and ads, each with different caption lengths, styles, photos and videos. Why? Because that’s the only way you’ll discover what your audience will engage with most. Just because short, snappy posts do well with certain brands – perhaps even your competitors – that doesn’t mean it will work for you.
This can also apply to businesses who have had their Facebook campaign up and running for a while and have noticed a decline in engagement. Marketing trends are constantly changing and you need to change with them otherwise you’ll be left behind. By experimenting with your content and paying attention to the results via your analytics profile, you’ll be able to see what works best for reaching your audience.