Facebook is among the first still-active social media sites, and it has developed into a crucial component of the Meta machine. According to Statistic, Facebook is the most popular social network with around 3 billion users, and Americans spend the most time there each day.
Facebook is undoubtedly the king of the hill right now, but kings don’t reign forever. Future concerns for the network include the rise of TikTok, media attention surrounding security flaws, and Facebook’s lack of content management.
Because of the platform’s enormous user base and business potential, marketers shouldn’t give it up. However, it’s crucial to understand Facebook’s advantages and how to make the most of them to market to your target market.This blog post will serve as a crash lesson in using Facebook for advertising.
Why Use Facebook?
After discussing Facebook’s user base and popularity, let’s examine why some people prefer it to other social media platforms.
As a marketer, you are already aware of the various motives behind which users access and interact with social media. Users of Instagram, for instance, seek out interesting content or updates from celebrities. In contrast, a large portion of Facebook users visit the site to share posts and videos or to stay in touch with family and friends. As people use several social media platforms daily, there will inevitably be overlap, but it’s crucial to comprehend users’ goals for each.
There’s also Facebook’s targeting capabilities to take into account. By selecting awareness, consideration, or conversion goals for complete funnel targeting, the network enables advertisers to interact with users at any point in their journey. On the basis of an existing email list, clientele, or online audience, B2B marketers can also generate lookalike audiences.
Additionally, there are numerous different ad forms, including sponsored posts, videos, stories, and carousels. It is also cost-efficient since you can target your audience so precisely; as a result, only the individuals you want to view your adverts will see them.
It’s also important to note that Facebook is excellent for tracking the effectiveness of ads. Depending on the format, you can track user behaviors before they leave the network (such reach and ad engagement) as well as off-Facebook outcomes (like income and conversions).
What then can a beginner do to use Facebook effectively?
6 Ways to Leverage Facebook
Before investing any money, it’s crucial to have a solid plan because Facebook is a flexible platform with a variety of marketing alternatives. Here’s how to set everything up step-by-step so you can build advertising that will work successfully on the platform.
1) Formulate a Plan
A plan is necessary to assist you achieve your social marketing goals as part of your overall digital marketing strategy, much as a business plan is your road map to achieving your company’s goals and milestones.
It’s not a good idea to immediately start advertising on Facebook with the goal of “growing my business.” Determine your company’s objectives, the areas where you want to see change, and the strategies that will deliver this improvement. To put it another way, you need a strong “plan of attack” to succeed.
To create a plan, you must therefore start with the fundamentals:
- What service or product are you hoping to market?
- Which age group are you aiming for?
- On what channels is your target demographic active?
- How do consumers find your goods or services?
What makes you unique?
These straightforward inquiries will help you identify your goals and the most effective ways to attain them. For instance, if your company sells workout equipment, Facebook’s demography will be ideal since the majority of its users are men between the ages of 24 and 35 (almost 19%).
2) Tell Facebook What You Want
When it comes to advertising, Facebook is user-friendly. But if you don’t know what you want to accomplish, you won’t get the most out of it.
You might, for instance, wish to advertise a video that directs viewers to a certain landing page. Facebook includes settings that can accomplish this objective. Alternatively, you can wish to advertise a free downloadable to get additional leads. Facebook has put in place particular safeguards for this as well.
Choosing the appropriate campaign objective is the trick. There are three options available based on the customer’s journey stage: awareness, contemplation, and conversion.
Make sure you are clear on what you want to accomplish and that the criteria you set will help Facebook understand your goals in order to save time and money. Nothing is more frustrating than blowing money without considering your options.
3) Narrow Down Your Audience
- Let’s take a closer look at Facebook’s excellent targeting choices since we just covered them.
- Facebook makes it simple to see who you want to target in terms of transparency because you can select from:
- Adorers or supporters
- Fans’ friends
- Behaviors or Interests (this can be quite specific, such as whether someone enjoys yoga or a significant life event!)
Facebook allows demographic targeting based on factors like age, geography, and gender, like the majority of social networks. Then there are more specialized targeting choices that enable customization based on education or wealth. For instance, you can target individuals who have completed college, make a modest salary, are parents, and enjoy music.
Don’t limit yourself while creating ads because you can target interests and behaviors in addition to demographics. If you want to reach a larger audience, you can also try interest stacking.
You can target certain customers as well. This enables you to re target customers who have interacted with your brand, either directly through your own data from a website or app, or indirectly through Facebook data from customers interacting with your brand on the network.
Facebook’s lookalike audiences are a fantastic feature. This lets you pick an existing audience, which Facebook will then categories and analyse to locate users who behave similarly to folks on that list.
Users who have expressed interest in particular brands can be your competitors’ target audience. A custom audience of people who have expressed interest in ten rival companies can then be created.
4) Choose Your Ad Placement
It’s time to choose where you will run your advertising now that you are clear on your objectives and your target audience.
Simple marketing minds can adopt a “scorched earth strategy” in which they simply attack every single target. But we think accuracy will help you get greater outcomes.
There are numerous ad choices available on the entire Meta network (which includes Facebook, Instagram, and Messenger).
Facebook marketplace – advertising will display on the Marketplace site or while browsing
Facebook video feeds – advertisements will appear between organic videos in video-only placements in people’s feeds (desktop and mobile)
Facebook right column – ads will appear in the right column of the platform;
Facebook Business Explore – ads appear in Facebook Business Explore when tapping on a post header or comments on mobile;
Messenger inbox – ads appear in Messenger’s homepage;
Facebook Stories – ads appear in people’s Facebook Stories;
Facebook Reels – ads appear in the Reels tab;
Facebook in-stream videos – ads appear in video on demand and in a select group of approved partner videos;
Your ad’s placement will depend on the audience, type of content, and spending limit.
For instance, placing your adverts on desktop browsers is not a good idea if your target audience is mobile people who are browsing. Consider carefully the times of day that your target audience is surfing, the devices they use to scroll through social media, and the kind of material they most regularly consume. Utilise this information to determine the ideal location and timing for your advertisement or sponsored content.
5) Define Your Budget
You’d assume that this would be the first thing you’d take into account, but in reality, you’ll likely want to wait until you’ve sorted through all the other factors before determining this number.
There are many criteria that Facebook will use to determine how much you are willing to pay on your advertising. Consider therefore how you want to use your Facebook advertising budget. Do you intend to plan your spending for a campaign’s lifecycle? Is this an experiment to get knowledge? Or would you like to set a daily spending limit? You could wish to define rules for when advertising run and charge users after the ads are seen.
You can schedule ads if you’re on a tight budget or just want to try it out. With this function, you can instruct Facebook to only display your advertising in connection with your brand, services, or products. This could happen during your business hours or to your target market (for instance, showcasing your homemade tacos during lunch).
Fortunately, Facebook lets you customise your spending preferences. You can compare it to your expectations for the advertisement once you get this figure. You don’t have to commit to something for the rest of your life, keep that in mind.
Depending on the type of data you receive back, budgeting is flexible enough for you to change and divert as necessary.
6) Create & Format Your Advertising
Here is when the crucial creative touch and human touch enter the picture. It’s time to make sure you have the material to deliver now that you’ve roughly determined your budget and ad placements.
Facebook provides a range of ad formats, including single image advertisements, carousel ads, video ads, and even “collections” for a full mobile experience. Your objectives will have a big impact on the format you choose.
There’s no disputing that videos are popular on Facebook, but don’t undervalue the effectiveness and reach of a single, powerful image when used in conjunction with strong writing. Here is a wonderful illustration from Slack’s “Make Work Better” ad.
At this stage, don’t overlook the minor particulars either. To get answers that you can quantify, don’t forget to include a Call-To-Action button. Include the URLs that could direct clients who are really interested in your product or service to more in-depth information.
These last minute details can mean the difference between a buyer clicking on your ad and making a purchase and someone passing by since you didn’t give them the chance to learn more.
When everything is in place and your ads are running, go deeply into the data. The actual beauty of digital marketing is that it provides you with a wealth of indicators that are extremely beneficial for both current and upcoming initiatives.
You should be able to precisely track the number of people who saw your advertisement on Facebook, clicked on it, and visited your website. You’ll also know if Facebook or Instagram sent traffic to your website.
With the help of these metrics, you can determine what is and is not functioning. Change or eliminate specific advertising techniques if they’re not working well. Increase the funding and resources going to others if they are performing better than you anticipated.