A smart strategy to get the most bang for your buck when it comes to social media marketing is optimising the content in your Facebook ads. Doing so will build better connections with your followers and improve your conversion rate.
The first step to improving your Facebook ad campaign is to think of the platform as more of a business tool that a social network. You need to comprehend the human psychology behind Facebook users before churning out sponsored posts.
You are a brand ambassador for your business and the goal is to build solid relationships with your followers and to share useful offerings with your community. This can be done through informative content and helpful advice produced by your team. Your content should focus on helping your audience rather than selling your products.
Don’t be too hasty to make sales
One mistake commonly made with social media ads is targeting the campaign at fast decision-makers with immediate intent to buy. However, everyone has their own buying preferences – some like to think about it first and then buy at a later stage, others are impulse buyers following their hearts.
The problem, here, is that there may be a few consumers in the audience who make a purchase immediately, but Facebook ads often forget about those who are logic-driven and prefer to buy at a later stage. Don’t try to sell your offerings too quickly; remember the remainder of your audience.
Spend more time focusing on your offer and how it can deliver value to your customers. The purpose of social media ads are to show your followers that you can help them in some way. If they don’t click on your ad straight away, it doesn’t mean they won’t make a purchase at a later stage.
Ads that are combined with custom content from your business will offer value and build trust with your audience. Keep the lines of communication open by replying to comments and concerns on the ads. This will solidify the audience’s trust in your brand.
Three tiers of Facebook ads
There are three basic tiers of social media marketing – branding, converting and retargeting. You should aim to spend between 20% and 30% of your advertising budget on branding. Create an ad around a blog post, YouTube video or live video. This is to raise awareness of your business and build a solid audience that you can try to convert at a later stage.
The second tier is converting. Here, you can assign between 50% and 70% of your ad spend in trying to turn your audience into actual paying customers. The conversions are brought about through quality content with a good call-to-action. Conversion ads should educate the audience and build a subconscious connection with the viewers by entertaining them or demonstrating the value of your business.
The final tier is retargeting. These ads take the customer to a secondary sales step, such as completing order forms. Businesses should aim to spend 10% to 20% of their advertising budget on this tier, and if done properly, can generate the biggest return on investment. The targeting can’t be kept narrow for this method, such as aiming the ad at people who have visited your site or Facebook page but haven’t made a purchase
You should aim to create you ads in order of these tiers – start branding first and making the audience aware of your company and offering, then try to focus on conversions later. When it comes to these conversions, Facebook will target the people who are ready to buy. You just need to keep your message and offering consistent.
Some adverts have the potential to go viral – these viral posts are often useful and make people feel knowledgeable through practical tips. People like to share things that help others, or if they believe the knowledge will benefit someone else.
The four Facebook audience sets
When setting up a campaign in Facebook Ads Manager, you’ll notice that there are different audience sets; a warm audience, cold audience, lookalike audience and fans. A warm audience is a group that interacts with your posts or watches your videos on Facebook. A cold audience is one that doesn’t engage with your ads or content.
A lookalike audience consists of people who are likely to be interested in your brand because they have similar interests and preferences to your existing customers. The last audience set, fans, is quite self-explanatory. These people love your brand and what you have to offer. They actively share your ads and content and are likely to recommend your business to their friends and families.
These audience sets will drive your ad campaigns and dictate what type of ads you should be targeting at different groups. For example, you should aim to target your conversions ads towards warm and cold audiences, not just those who have seen your branding ads.
Combining your content with Facebook ads is a great way to create helpful content that drives engagement and conversions. Pay attention to your audiences and be sure to target the right ads for the right group of users. Unique and high-quality content ads are easily shareable and will perform well on Facebook.
If you wish to partner with someone who knows how to apply the best practices to achieve your online goals, don’t hesitate to email us at email@example.com.
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