Hundreds of social media platforms out there and Facebook still remains to be the go-to channel for brands and marketers. Facebook marketing has a lot of benefits, and if done correctly, it can help you achieve ROI better than any other marketing channel. Unfortunately, most brands miss the nitty-gritty of Facebook marketing and fail to achieve the desired results.
In this article, you’ll learn some easy and smart ideas to help you make the most out of your Facebook marketing efforts.
Facebook Marketing: Highly specific audience targeting
Do you know you Facebook is the go-to platform for most brands? That’s because of its highly-specific audience. You can target Spanish-speaking women between the ages of 26-40, who live in a 10-mile radius of New York, are health freaks, and are moms to grade-school kids. It’s too specific to believe, right? But Facebook allows you to do this.
This highly specific level of ad targeting is one of the main reasons why you should use Facebook marketing in the first place. Hopefully, you’ve invested enough time and resources to analyze your target audience and buyer personas. Facebook allows you to put those personas to use and interact with people who are most likely looking for what you have to offer.
Facebook Marketing: Run contests to up engagement
Facebook contests have been out and used for years now, but they still work. You’ve likely come across many contests yourself, and you have potentially entered some of them as well. So, why not try running one yourself?
Running a Facebook with an irresistible incentive is one of the best ways to engage your audience and make them talk about your brand. Another great thing about running brand contests is that you don’t have to make them overly complicated. Simply asking people to submit photos with your product, and then choosing a winner randomly is all you need to run a successful contest.
Facebook Marketing: Create short and enticing video posts
Video marketing is one of the essential aspects of digital marketing, especially on social media. But if you’ve tried marketing your brand with videos on Facebook before and failed, it’s probably because of two reasons:
- Your videos are too long
- Your videos are not engaging
Facebook is not YouTube; people here are not to watch 17-minute documentaries. They’re just scrolling their feed, looking for content that can entertain them. If you want to grab their attention, create videos that are short, catchy, and entertaining.
Ideally, don’t keep your video longer than 2 minutes; 30-60 seconds is just perfect. Also, don’t forget to include an appealing thumbnail.
Facebook Marketing: Use eye contact in images
Directional cues from other people are highly influential. If someone in the room looks up to you, you’ll look up too – that’s human nature. Human beings have the tendency to follow the gaze of others. And since childhood, we’ve been taught to look where arrows are directing us.
You can use this technique to draw your viewers’ focus on the most important part of the ad. You can have an image of a person looking at a strong call-to-action. This will double your chances of getting clicks on your ad.
Post images pets acting like babies, or babies acting like adults
This tip might sound bizarre, but it works. Why? Because everyone loves cute dogs and babies. The next question you may have is that what if dogs and babies aren’t related to your brand. But, who cares? You can relate to your brand by giving them hilarious, brand-related captions. But yes, you’ll need to be a bit more creative here.
When you’re using Facebook for marketing, it’s a great idea to not take yourself way too seriously. This is social media, and people are here to have fun. So, insert some playfulness into your posts to grab the attention of busy but distractible people. And the dog/baby formula works well in this case.
Target your leads on Facebook
Did you know that Facebook allows you to target people from your email list? Facebook’s Custom Audiences feature lets you target the leads you’ve captured from all your lead generation efforts. This can be an excellent tactic if you’re trying to upsell to your current customers.
You should also use Facebook to craft ads for the contacts you already have but in a more personalized way. For example, let’s say you have a list of people who are using the free version of your project management software. You can target these people with a specific ad that shows them how they can benefit by upgrading to the paid version.
Clone your revenue-generating audience
There are a few strategies you can use to create relevant audiences. Once you have acquired enough information, you can clone your top-performing Facebook audience. You can select your best-performing audience based on your marketing goals and criteria.
Once you have the list, you can use Facebook’s lookalike Audience feature to find an audience that has attributes similar to your best-performing audience. In simple words, you can clone your best customers.
Humanize your brand
As discussed before, people use social media because they want to know what’s happening in other people’s lives. If all you post on Facebook is scheduled, strategic content, you’re harming your reputation. If your posts are talking about your brand only, people will perceive it as another business account, a message you don’t want to send out.
So, mix your social media content strategy with some human touch. Put out photos of your team, employees having fun, an indolent employee sleeping during work hours. When people see your brand on Facebook, they should get entertained, not turned off because they feel you’re about to promote something. Human connection is very important.
Only pay to promote your best content
Facebook is still a cheap channel for running ads, keeping in mind the targeting features it offers. But that doesn’t mean you boost each of your posts. Instead, conduct reporting on a bi-weekly, monthly, or quarterly basis to see which content is resonating best with your audience.
Analyze the engagement of your content based on metrics like page views, shares, comments, clicks, etc. Once you find your best content, put some money behind it to give it more exposure.
While it might seem apparent to boost your rockstar content, most brands let it fade away. Don’t do this, and run Facebook Ads to re-boost your best-performing posts. If your content is evergreen, it will always resonate with a larger audience.
Ads with emojis get far higher click-through-rates than ads without them. Unfortunately, Google caught on and prohibited the use of emojis in AdWords ad text. But Facebook allows the use of emojis in marketing posts, and you should make the best use of them.
Similar to dogs and babies, emojis add a fun personality and human character to your brand, making it more relatable and approachable.
Facebook marketing has been out for around a decade, and it’s not going anywhere. And if your brand isn’t using Facebook to reach your customers, you’re missing out on a lot of customer engagement opportunities. So, get started with Facebook marketing now, and follow the tips discussed above to get the best results.