Social networks are a phenomenon that marked the 21st century. Facebook, Twitter, Instagram, and others have become an indispensable part of people’s lives, regardless of age, gender, occupation. Life has been moved online, and in recent years, companies that monitor trends have moved their business to the Internet too. This is a must for all of them to find new clients and keep current ones.
Companies transfer their advertising to new channels of communication – social networks. Because of the many options it offers, but also because of the large number of users, Facebook became the place where companies must advertise to be even spotted in the online world. Therefore, it is necessary to develop a unique digital marketing strategy intended exclusively for this social network.
The Goal of Facebook Advertising
The concept of social networks has existed for almost two decades. During this time, their original purpose changed a lot, so as the way people use these platforms for business purposes. Today we have specific advertising tools for Facebook. These are paid ads that should lead to an increase in organic traffic to your website or website.
It’s not enough just to design and place an ad on Facebook. A large number of brands and companies do that every day. It’s essential to explore the competition well and to create an ad which will delight your target group and make them click on it.
The goal of Facebook marketing is to increase the interaction of users with links to your page. Any sharing, commenting, or liking of your content is visible to other users. Some of them will probably want to see what it is about, so they will click on your link. It’s up to you to adapt your web site so that users stay on it for as long as possible (if you want to know how to do that, check this website). If they come back, you reach one of the goals of successful Facebook marketing.
Targeting Relevant Audience
Facebook should be ‘a must’ item in an online advertising strategy for a simple reason – this platform offers the ability to detect and reach a target group. No one else on the Internet offer this opportunity. This social network sends an advertising message to those people who are potential customers and clients.
People using social networks consciously leave some personal data on the Internet or use applications that have access to these data. So, no one will be spying on you and investigating you more than you allow. For example, if you entered your place of residence and made it visible to Facebook, you’ve just let this social network use this information.
Each targeting parameter offers many advanced options to direct marketing campaigns to a narrowly defined target group. Still, don’t base your Facebook ads on a single parameter. You’ll reach a wider audience if you choose several of them. Too narrow target group means fewer users, so it’ll be much harder to get them. Also, without optimizing these parameters, your ad will stay unnoticed, no matter how good it is.
Facebook manages user data as targeting settings. Depending on what ads relate to, the parameters can be the age, sex, education, employment type, and all other demographic data. Following your interactions, Facebook knows how to distinguish employees from job seekers, parents from those who still need to become, single people from those taken, etc.
The existence of two-way communication is a significant advantage of Facebook. To determine the results of your advertising campaign on this social network, you have to track statistics of likes, comments, questions, or sharing content from your page or website. This is one way how users express their opinions about your campaign, brand, or product.
Facebook users aren’t (yet) your clients or buyers. So you shouldn’t force them to buy your product or use your services. Direct marketing is considered as spam, so you really should be more creative and come up with something different to attract them.
Find some common mistakes in Facebook advertising here:
Placing Various Forms of Content
You can see Facebook ads on the News Feed as Sponsored Posts or on the right side of the screen, one below the other. Many people find Facebook ads annoying, so they just ignore them. If you want to make a difference from other similar posts, you need to create something unusual, combining a good advertising campaign, an attractive ad, and great content.
Another great advantage of Facebook advertising is the ability to place information in different forms. In a variety of ways, companies and brands can express creativity in their campaign on social media – articles, photos, embedded links, videos, live chat, etc. To start, you need an idea and a reliable team that will implement it.
Creating a Loyal Relationship with Facebook Users
With just one click, users go to your Facebook page or website. If you don’t have anything to keep their attention, the visit won’t last longer than a few seconds. But if you provide specific information and relevant content related to your company, brand or product, users will be happy to spend some time ‘investigating’ your online offer.
Satisfied users will like your Facebook page, get in touch with you, or share URL to your website. And if they don’t need your product or services at the moment, they will keep you in mind for the next time. You can always use specific tools for checking the performance of your ad, like Facebook ads reporting, and for following the number of visits on your website.
Facebook gets significant revenue from those who use this advertising service. When all benefits and investments are considered, positive aspects related to this type of promotion are numerous. A single, well-designed ad can quickly make users share and interact with your content. This type of free promotion has a significant share in increasing organic traffic to your site, and indirectly, and with boosting your income.