1. Set Goals
You’re familiar with marketing basics. These still apply on Facebook; they just need some extra tailoring to make your plan happen online. First, you need to know who you’re reaching on Facebook. Facebook’s Ads Manager allows you to input the demographics, location, interests, and behaviors of your target market. This means you can target people by age or gender, by proximity to your business, hobbies or entertainment they enjoy, or how they browse – meaning, you can target mobile or desktop users separately.
You can even customize your audiences for remarketing. If someone has visited your site, used your app, or purchased from you before, you can target these users specifically using custom audiences. And, beyond custom audiences, you can use lookalike audiences to target other users that are similar in behaviors and interests to your current customers by importing your own customer data.
Now that we’ve gone over Facebook’s unique targeting tools, it’s time to decide what you want your Facebook ads to do. Are you trying to increase web traffic? Make sure your ad includes a link to your website. Are you trying to generate sales for a particular item? Consider including a special offer – like a discount – if a user buys that item using a code in your Facebook ad.
Finally, consider how much you’re willing to spend. Salesforce suggests that your marketing budget should be between 5 and 15% of your total revenue – and 10 to 50% of your marketing budget should be digital. This includes social media, PPC, SEO, and content marketing. Elements of your digital marketing budget can include some or all of these:
- Content Creation – such as video and graphic design
- Follower Growth
- Social Advertising
- Employees – either in-house or agency
2. Mix Organic and Paid Posts
We’ve talked about setting targeting and spending goals for Facebook ads, which appear in or next to your audience’s newsfeed. However, you don’t want to just bombard your followers with ads. You might even lose followers this way!
Instead, use organic posts to engage your followers. These are posts that share photos and videos to engage or interact with your followers, making the experience more personalized for your customers. Are you a daycare center? You might want to share photos of your students’ crafts. Are you a landscaping company? Share a quick video tour of your best designs! You could also consider asking your followers to share photos or ideas on a topic related to your business.
3. Understand Your Market
As we discussed in section one, all markets have segments. Your marketing will become more powerful as you begin to seek and define these segments, because you will be able to speak directly to them and tell them what they want to hear. You’re marketing to people in a certain age group, income bracket, and location who have a need for your product. Maybe you’re a landscaping company, so you’re after local homeowners. But, did you know that you can probably segment that market further, and market to each segment better?
When managing your business’ page, Facebook offers a tool called audience insights. This tool is powerful, as it can show you markets that you aren’t communicating well enough with, or might not be targeting at all. Audience insights provides information about lifestyles, interests, and behaviors, which can help you target your customers more deeply than just demographic information would.
Consider the landscaping business again. Insights could show you that one of your followers is a mother who is also interested in Facebook pages and groups related to entertaining, cooking, and kids’ activities. Your business offers landscape design services, so she might like to see an ad for the backyard she’s always dreamed of hosting parties and playdates in. This ad doesn’t apply to the young couple planning to sell their home and upgrade to a larger space, since they won’t be entertaining at their current home. Because you see that they’re interested in fixing up their property to sell, you might target a lawn cleanup ad to their accounts.
Every customer is on a journey. Not just in the process of recognizing, considering, and purchasing your product – but also in their own lives. More specialized targeting puts you in the right place at the right time for your customers, so you and your products can be there right when your customers need them.