Over 10 million Marketers spent $84.2 billion on Facebook advertising in 2020
Here are a few strategies we’ve found that work well to keep your Facebook audience engaged and to optimize lead generation for B2C or B2B firms.
The major divider will be paid vs organic strategies. Really both should be utilized in some form in order to maximize effectiveness, but depending on your firm’s niche, type of customer, and industry, one will often yield more leads and sales than the other.
The First step is always thinking through the type of audience that buys from you. You should be collecting as much data as possible on the demographics of your buyers. This can help you to better craft content that resonates as well as better utilize Facebook’s ad targeting abilities to put paid ads in front of potential buyers more efficiently.
Understanding WHY your customers buy from you vs competitors is another major step in planning out a Facebook marketing strategy. Is it price? Selection? Quality? Your firm’s reputation in the industry?
All of these can change how you should market on Facebook and message you focus on. Of course, often the major differentiator is B2B vs B2C. While many might think of Facebook as more B2C-focused, B2B firms also have significant success on Facebook. Building paid B2B campaigns just need more thought and experimentation put into them to successfully deliver results, especially so when it comes to ad targeting.
Incorporating Video
Content engagement will be a critical indicator of how successful your marketing on Facebook is, and the Return on Ad spend. The more you can drive engagement and clicks, the more you can develop sales and leads.
Video ads have a much higher CTR than static ads, which will improve your cost of acquisition. CoA (cost of acquisition) is one of the most important measures to take into account when planning any paid campaign on Facebook. While video ads do cost more to make than static ads, the improvement in CoA, is the main reason that so many brands are switching to video PPC ads.
Paid Campaigns
Facebook ads are a great and often very profitable way to build sales. The majority of larger consumer brands heavily utilize Facebook ads due to their relatively cheap cost and immense flexibility with targeting.
There are a number of options that can be utilized when building a paid Facebook PPC campaign, each has different campaign goals and types of ad utilization.
For example, some will direct users to an online store, to a website lead capture page, or collect form data on Facebook. Others are more video-focused, app store-focused or just for branding/ brand awareness.
Typically we don’t recommend brand awareness campaigns as generally… the return isn’t as high unless you are a very large business.
Campaign setup and targeting will take into account your industry and any other prior data you can provide.
Not Overnight
The majority of advertising campaigns will not yield overnight results. For paid campaigns, you will need to review data and tweak campaign settings to yield the most profitable results. This is the same strategy with Linkedin or Adwords on google. It’s important to always focus on data acquisition within any paid Facebook campaign. This provides actionable insights as to what types of phrases, visuals, and demographics respond to your ads. Over time you will see certain ads perform better than others.
Any Facebook paid campaign should utilize A/B testing and weekly monitoring to limit the waste of campaign budgets.
One caveat of campaign tweaking is that dramatic action should very rarely be taken within the first week that a paid PPC campaign has launched. There simply isn’t enough data to make correct choices to optimize the campaign.
Reviews
Just like google reviews, building a solid stream of good Facebook reviews is important to prospective customers and does make a difference. Include facebook review links in follow-up emails with sales that have gone well. Over time these will build up and can be the reason a prospective customer chooses you over another company.
Reviews have little cost as well, which is why we always recommend some sort of plan to capture more positive reviews.
Organic Facebook marketing
This is the most basic form of using Facebook for business. Essentially this means you need to post content on Facebook regularly. Don’t always post the same type of content, switch it up. It’s better to make one high-quality post a week vs posting copied/pasted content daily.
Over time, by trying new types of content, you can see what works with your audience and what they engage with.
You should be commenting yourself on the posts, or incorporating language into the post that encourages others to comment and share. This will dramatically increase your organic reach.
Depending on the type of business, there’s a wide range of post types that would work for organic reach. This could include anything from sharing photos/videos of a project, to updates, employee spotlights, reviews, testimonials from clients, promotions, product explainers, etc.
Should you boost a post?
The short answer is probably not. You generally are better off to run a Facebook ad vs boost a post. The exceptions are if you have a major announcement or branding message you want impressions on. Boosting a post will make sure that your followers do at least see it, and can widen the audience beyond that as well.
However, typically actual Facebook ads will deliver better results. That being said, occasionally boosting a post for $20-50 isn’t generally a major impediment to a monthly ad budget.
Keep your hours updated
This is simple, but so many businesses have critical information on their Facebook pages that are simply outdated, anything from phone numbers, to revised holiday hours, incorrect website URLs, etc. These might seem minor, but prospective clients do not want to have to deal with showing up during hours which your Facebook page shows you are open just to find out that your store is indeed closed. Or deal with calling a disconnected phone number. Why make it hard for customers to do business with you? And these errors are major turnoffs.
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