Digital marketing for Facebook can be challenging but in the last few years, they have made considerable advancements in their platform for advertising and tracking conversion. Recently, a blog post was published by Forrester entitled “An Open Letter to Mark Zuckerberg” and it did a terrible job-making claims about how ineffective it is to use Facebook for advertising and marketing. The blog post proved this theory using a survey derived from 395 business executives and marketers. There are problems with this approach, though because if the vast majority of companies and brands followed some basic steps, they would find success.
14 Steps to Success:
1: Bring Value
- Even though this is an obvious step, many marketing, and advertising failures on Facebook trace back to this one.
- How much value are you providing?
- Does your post’s content make people’s lives better?
- Do you provide education or entertainment?
- Are you providing the type of content you would want to see in your feed daily?
- If all you’re doing is promoting, you’re not providing valuable content. This is spamming.
2: Be Consistent With Scheduling
Once you determine what relevant content is, it is important to provide it consistently. Once or twice-weekly isn’t enough. Posting multiple times daily, spaced out every few hours, is more appropriate. Facebook has a built-in scheduler to help keep content flowing for you regularly.
3: Keep Fans Involved
Respond to fans whenever they comment. Each time a question is asked, reply with thoughtful responses. Involve your audience when creating posts. Ask them about their thoughts, to share stories, and for their opinions.
4: Focus on Fans, Not Pricing
Focusing on fans, not pricing is where brands slip up most often on Facebook. They concentrate on the “like” more than the people who are there. When looking at purchasing likes. Or, brands run ads that are targeted poorly resulting in bots coming in. The poor results from this are because they are concerned more about numbers than relevance.
- Create content is appealing to your target audience.
- Run ads micro-targeting relevant audiences mattering most.
- Ignore ads costing $.10 each generating likes because they are not quality.
- 5: Seek Target Audiences Utilizing Lookalike Audiences and Graph Searches
- Be scientific in your approach to running ads targeting non-fans and creating separate ads reaching each these groups:
- Those who like similar interests and Pages
- Reach: Lookalike Audiences
- Similarity: Lookalike Audience
- Reach: those who like similar interests and Pages and Lookalike Audiences
- Similarity: those who like similar interests and Pages and Lookalike Audiences
6: Target Relevant Metrics
Too many marketers obsess over Page Likes and Reach when, in reality, neither of these things have a lot of meanings. When driving strategy, this means marketing efforts will fail. Instead, ask yourself:
- Is your content driving a lot of engagement? How much?
- How much traffic is being driven to your website?
- Are your ads converting to sales?
- How much are these conversions costing?
7: Avoid the Boost Button
Facebook has more than 1 million advertisers and, it is guaranteed that the majority of them are casual with their efforts and will hit that Boost Post Button. It’s simple, but it’s a wasted spend. Use your advertising dollars in a more sophisticated manner and target your ads more precisely.
8: Put Power Editor to Use
Power Editor allows you to target only your Fans, post actually, and reach them only in News Feeds with full control. There are tools in your editor enabling you to do a better job than with the Boost Post Button, so this a step up.
9: Conversion Tracking Usage
Every single time you run ads, there must be some conversion tracking in place that will measure leads, purchases, or registrations. This is the only way to know actually if a campaign is successful.
10: Email List Targeting
Custom audiences allow you to run ads that target an email list while building your fan base with those who have done business with you in the past. Ignoring this feature is a missed opportunity in your customer base.
11: Selling to Fan Bases
Even though Facebook isn’t just for selling, Fan bases will likely make purchases. Don’t throw money away on ads targeting non-fans. Funnel sales by targeting non-fans only to bring in new fans, and then try to make the sale.
12: Utilize Image Optimization
Smaller images will not get clicked on most often. Larger images are more engaging. Avoid tiny thumbnail images that are no optimized.
13: Create Numerous Ad Campaigns
It is not reasonable to report successes on one single ad campaign. Therefore, test multiple campaigns using photos, link shares, and videos.
14: Utilize Reports for Optimization
Use Facebook’s ad reports picking out successes within failures. Look specifically for what doesn’t work within the report’s Cost Per Action (age, gender, country, and placement) and then optimize appropriately.