Chances are that you probably understand how valuable social media advertising is in the current digital landscape. Facebook, Instagram, Snapchat, and other platforms have become some of the most dominant content-sharing channels on the web (which means that’s where the attention is).
After all, advertising is simply fighting for the attention of an audience (i.e. potential customers). The end goal of any self-respecting digital marketer should always revolve around grabbing the attention of their target audience(s).
But how do you properly get the attention of your target audience? Which channel should you use? How long should your campaign run? How much money should you spend per lead? These types of questions have run through the minds of many marketers, especially in the age of social media.
While channels like Instagram, TikTok, and Snapchat have seen massive surges in popularity, Facebook is still one of the most popular platforms in the world. This is why this blog post focuses solely on Facebook advertising strategies. Below is our list of some of the most undervalued advertising strategies (for Facebook).
1. Create Buyer Personas for Your Brand
Buyer personas are a marketing tactic that most people think only large corporations use. Except those people are dead wrong. One of the best ways to develop everything from copy to creative is by first developing some solid buyer personas.
What exactly is a buyer persona?
A buyer persona is a “made up” version of your brand’s ideal customer(s). The persona includes attributes, traits, and demographic details. Once you establish these basic details, you can go even further and develop speech patterns, likes, interests, etc. All of this information will help develop effective marketing and branding strategies.
2. Ensure that You’re Using the Pixel
If you’re not tracking your ad’s performance via the pixel, you’re losing out on a massive amount of customer behavior data (not to mention precious remarketing opportunities). Not only will you be able to more effectively track and manage customer data, but you’ll also be able to create countless custom audiences within Facebook to remarket your ads/content to. If you’re wondering how to set up the pixel, follow the steps below:
- Go to the page titled “Pixels” within the Facebook Ads Manager system.
- Press the “Actions” menu item and then hit the “View Code” link.
- You will be presented with your pixel code (for you to insert into your website).
3. Avoiding Facebook Ad Fraud
Ad fraud has been around since the advent of the internet, and it’s no different on social. Yes, even Facebook suffers from ad fraud. But how do you protect your brand against Facebook ad fraud? Using a reputable anti-advertising fraud company (e.g. ClickCease) is a good start. Rather than spending your valuable time worrying over ad fraud and analyzing whether or not your vulnerable, just let the pros take care of it for you (so you can focus on more important things like increasing your ROI).
4. Utilize Conversion Funnels for Increased ROI
In order to get the most from your advertising campaigns on Facebook, you need to start thinking of the bigger picture (from a sales perspective anyways). Rather than just viewing a campaign as something to drive sales/conversions, start looking at them as ways to bring new leads into your conversion funnel.
There are a few different levels of a funnel, and they are as follows:
- Attraction
- Conversion
- Closing
- Retainment
Each of these different funnel levels is important to consider when developing your marketing strategy. You can learn more about conversion funnels by clicking on this link. Make sure you use funnel based ad creatives to further boost ROI and provide a great customer journey.
5. Pay Attention to Audience Segmentation
Segmentation is a highly effective marketing tactic used across platforms (e.g. email, social, search, etc.). Basically, when you segment your audience into different subsets, you can finely tune your advertising copy/creative to more accurately speak to them.
Why is this great? Because it means that your advertising will be a lot more relevant to your audience, which means that they’ll be more likely to resonate with it (and then click the ad, and then make a purchase, or enter their email, etc.).
Segmentation can be broken down into various subsets, and it really all depends on who your main audience is and what your marketing goals are. In terms of Facebook advertising, you can segment by website behavior, Facebook behavior, whether or not a lead interacted with your website in the past, whether or not they’ve clicked an ad, etc. The options are limitless and really open up a new world of marketing opportunities.
After you’ve done some segmentation, you’ll be able to accurately target your audience(s) in a much more effective manner. Increased CTRs and ROIs coupled with lowered CPCs means that segmentation is one of the main advertising strategies that you should be focusing on.