While other social networks such as Instagram and Snapchat continue to rise in popularity, Facebook continues to be one of the key places that you need to be active as part of your social media marketing strategy. However, with so much competition from other brands offering services similar to yours (as well as Facebook’s own continuously shifting algorithms that determine where your ads are placed in people’s news feeds and how often they are seen), Facebook advertising can be extremely difficult to get right.
If you are making use of paid advertising on Facebook, but aren’t seeing the results that you would like, these tips can help you to optimise your campaigns:
Use the Facebook tracking pixel to measure your goals
Firstly, you need to have clear goals for your Facebook marketing campaign. Do you want more likes for your page, or do you want people to take a specific action such as visit your online shop or enter a competition? By deciding on a goal, and then installing your Facebook tracking pixel to capture data, you can then work out how best to configure your campaign so that it is seen by the correct target market, to achieve your goals.
Don’t boost specific posts, rather aim for page likes
Paid post boosts don’t give you good return on investment in terms of engagement, plus there is little longevity. Rather use campaigns that focus on getting page likes. Take a look at the demographic that likes, comments or otherwise engages with your page the most. Create a ‘page like’ campaign that specifically targets that demographic. This way, any engagement with your page is also more likely to be seen by others in that same demographic group, which boosts your organic reach.
Work on writing effective headlines
With the way Facebook is saturated with images, links and adverts it is essential that your headline stands out. You have 25 characters to make an impact with a Facebook advertising headline. It should be punchy, but at the same time not confusing. If in doubt, rather opt for a headline that is clear rather than clever.
A picture speaks a thousand words
For the same reason that headlines are important, you need to put a lot of thought and testing into the images that you use for your Facebook posts. In order to determine what kinds of images work best for your business, you should be testing different images in your campaigns and comparing the levels of engagement you get. Compare photographs vs graphics, different colour schemes, lifestyle vs still life, photo filters and contrast, to determine the type of image that is right for you.
Don’t forget your overall marketing goals
When you’re running a Facebook marketing campaign, it’s easy to get sucked into the details that are specific to online media such as aiming for engagement and page likes. Yes these goals are vital in order to build brand awareness and a strong online following. However, online campaigns should be 100% in line with your overall marketing goals, in terms of the desired end result (such as increased sales or more website visitors) and the target market that you aim to reach, in order to have long term effectiveness.
For further advice, exceptional social media marketing and digital marketing strategy that works for your business, contact us today.