Facebook is one of the best advertising platforms available today. Keep in mind that with 72 percent of all online adults using Facebook, your ideal client is going to be there. On average, Facebook is home to 1.18 billion daily active users -- from CEOs, to students, to companies.
You just have to know how to reach them successfully. Facebook Ads can transform your business’s social reach without hurting your budget. Facebook Ads are going to drive more leads for your business in 2017 than any other paid channel. All You need is to have the right strategy.
Facebook offers some of the most powerful, innovative and advanced ad units and targeting. Facebook Ads are built around your goals, which make getting started simple for digital marketers.
Why Facebook Ads?
Because it works!
- Numbers Game:
If so many people are losing money with Facebook Advertising, why were there over 1 million advertisers on Facebook spending around $8 billion on Facebook Ads? Advertising on Facebook has grown by over 680% since 2010, so there must be a good reason for this.
Plus, the Facebook Advertising platform is getting better every day. It has become a mature ad platform that still has lots of room for innovation. Just think that only few years ago, a Facebook Ad looked like the picture on the right.
- Precise Interest Targeting:
It allows you to target users based on information in their profile including likes and interests, the Pages they like, the apps they use, and other profile/timeline content they’ve provided/shared.
Pro-Tip: Use Facebook Connect as a sign up option on your site. When users connect via Facebook, you’ll be able to analyze their interests. Index these interests against the number of fans of their respective Facebook Pages.
- Website Custom Audiences:
Take some time out to set up Website Custom Audiences (WCA). Because It matters!
It allows you to track who is visiting your website and remarket to them at a later date. For example, if someone read a blog post on your website, you could remarket to them with a lead magnet on a similar topic to move them onto your list.
- Expand Your Target Audience:
You can expand your target audience using lookalike audiences in Facebook Advertising. When you create a new lookalike audience, start with the one percent of people who are most like the audience you are replicating.
- Un-Gated Content Marketing strategy:
Now-a-days, people are getting more and more selective about giving out their email addresses. They will scroll on by without a second thought. Instead of leading with gated content, start by sending them to a great piece of un-gated content like a new blog post.
Once they have landed on the page, you can Remarket to them with your great lead magnet. So now they already know who you are.
- Analytics:
The first thing you’ll see when connecting to the Facebook Ads Manager is a list of your latest campaigns with a summary of their performances. The great thing about this page is that Facebook automatically displays the most useful data for each campaign.
- Facebook Ads Powered by Artificial intelligence (AI):
It is something most marketers should take advantage of. When it works, this automation means less work for you with better results. Facebook Ads are more sophisticated with the application of AI. It is hard to say exactly how ads will fit into all of these bigger best for Facebook but it’s been a very successful model for them.
- Virtual Reality Ads:
In 2014, the company bought Oculus Rift -- the leader in virtual reality technology. This along with its play into video puts Facebook in a better position than any other tech company to lead this format.
- Video Ads:
Since Facebook is investing heavily in video, it’s easy to imagine a future where Facebook is the most watched video channel, larger than cable, YouTube, or Netflix. It already has some powerful video solutions but expect Facebook to grow video ads and get more creative. If videos and video ads aren’t yet a part of your B2B marketing strategy now is a good time to consider it.
Start creating your own Facebook Ad campaign and learn from your errors. Remember, in online marketing there’s no one-size-fits-all guide or tips. You need to apply what you learn and keep testing everything, never assuming that something will work just because you’ve read it online.
Despite the learning curve, Facebook advertising can be a great marketing channel for the right business. The most important points to remember are target specific interests, use eye catching images, give users a low-friction conversion, and track everything.
If Facebook holds the key to your target audience, it may be worth the investment of time and money to reach it there.
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