Facebook is the perfect platform for businesses of all sizes to market their products and services. With over 2.9 billion monthly active Facebook users, Facebook provides an incredible opportunity to reach a large and diverse audience. However, marketing on Facebook can be tricky. To see success with Facebook marketing, you need to understand the platform and use the right tactics. In this blog post, we will provide 10 expert tips for mastering Facebook marketing!
Understanding Facebook marketing best practices
Here are some of the most important things to keep in mind when creating your Facebook marketing strategy.
Keep your page updated
Regularly post fresh content, respond to comments and messages, and keep your information accurate. Out-of-date pages are a turnoff for potential customers, so make sure you're staying on top of things.
Engage with your customers'
Engaging with your customers is a great way to build relationships and show that you truly care about their opinion. Ask questions, respond to comments and messages, and use the ‘like’ button liberally to show appreciation for their engagement.
Use visual content
People are more likely to engage with posts that include images or videos, so make sure you're using visuals in your posts. You can also use Facebook ads to reach even more people with your visual content.
Run A/B tests with Ads Manager
Why Should you use A/B testing? A/B testing is a great way to improve your Facebook ad performance because it allows you to systematically try out different elements of your ads and see which ones work best for your business. By constantly testing and tweaking your ads, you can gradually improve your results over time.
What should I test?
There are a few different elements that you could test with A/B testing:
- Images: Try testing different images to see which ones capture people's attention and get them to click on your ad.
- Copy: Write two different versions of your ad copy and see which one performs better.
- Call-to-action: Try out different call-to-actions (e.g., "Learn More," "Sign Up Now," "Buy Now") and see which ones get people to take action.
- Targeting: Try targeting different groups of people with your ads and see which group responds best.
Know the best bid strategy
Let's discuss the main bid strategies and when you should use each one.
Cost-per-click (CPC)
With CPC bidding, you pay each time someone clicks on your ad. This is a good option if you want to drive traffic to your website or landing page.
Cost-per-thousand impressions (CPM)
With CPM bidding, you pay for every 1,000 times your ad is shown, regardless of whether someone clicks on it or not. This is a good option if you want to increase brand awareness or reach as many people as possible.
oCPM
oCPM bidding is similar to CPM bidding in that you pay for every 1,000 times your ad is shown. However, with oCPM bidding, Facebook optimizes your ad delivery to help you reach your desired objective (such as clicks, conversions, etc.). oCPM bidding is only available for certain objectives and is only available if you are using Conversion Tracking.
Cost-Per-Action (CPA)
With CPA bidding, you pay each time someone takes an action that you have specified (such as clicking on your ad or filling out a form). This is a good option if you want people to take a specific action on your website or landing page.
You can set a maximum CPC, CPM or CPA bid or let Facebook automatically set your bid for you.
Run a targeted advertising campaign
Creating and running successful Facebook ad campaigns through your Facebook business manager involves five steps.
Define your objectives and choose your target audience
Are you trying to increase brand awareness? Drive traffic to your website? Boost sales of a particular product? Once you know your objectives you can target your ads to very specific groups of people by using the targeting options to narrow down your audience by location, age, gender, interests, and more.
Create your ad
Now it's time to create your ad! Start by choosing the format that you want to use: single image, video, carousel, or slideshow. Then, upload your content and add a headline and description. Make sure that your ad is creative and eye-catching since you want people to stop scrolling and take notice!
Set your budget and bidding options
When running a Facebook ad campaign, you can either set a daily budget or a lifetime budget. You will also need to decide which bidding option you want to use: cost per click (CPC) or cost per thousand impressions (CPM).
Monitor your results
The Facebook Ads Manager in your Facebook ads account provides detailed insights on how your ads are performing, including information on reach, frequency, clicks, conversions, and more. Use this data to fine-tune your Facebook campaign and ensure that you're getting the best results possible.
Use Facebook's dynamic features
Facebook live
You can use Facebook Live to stream events, give product demonstrations, or even just give a behind-the-scenes look at your business. And because people can comment and ask questions while you're live, it's a great way to start a conversation with your audience and get feedback from them in real-time.
Custom audiences
Facebook has a custom audience feature where you can target ads directly to people who have already shown an interest in what you're selling and then target those people with ads specifically tailored to them.
Expand your reach with lookalikes
Lookalike audiences can help you expand your reach on Facebook by targeting people who share similar characteristics to your current customers.
How to use lookalike audiences
There are two primary ways to create lookalike audiences: from scratch or from an existing customer list. If you're starting from scratch, Facebook will use its algorithms to find people who share similarities with your target audience. If you're using an existing customer list, Facebook will find people who share similarities with the people on that list.
Update your landing page
Your landing page is the first thing people see when they visit your website, so it's important to make a good impression. Here are a few digital marketing tips for updating your landing page so that it's modern, relevant, and engaging.
Keep it simple
In today's attention-span-deficient world, people are more likely to bail on a page that's cluttered or confusing. A good rule of thumb is to include only one main message or call-to-action (CTA).
Make it mobile-friendly
Your landing page should be just as mobile-friendly as the rest of your site. To make sure your landing page is mobile-responsive, use a tool like Google's Mobile-Friendly Test. Simply enter your URL and Google will tell you if your page passes their test.
Use high-quality images
People are visual creatures, so using high-quality images on your landing page can be very effective in getting people to stick around and learn more about what you have to offer. Just make sure the images you use are relevant to your business and accurately reflect your brand identity.
Use persuasive copywriting techniques
Your landing page copy should be clear, concise, and persuasive. You want people to stick around long enough to convert into customers or clients! To write persuasive copy, focus on benefits over features, use simple language, and create a sense of urgency.
Prioritize conversion events
There are many factors to consider when deciding which conversion events to track on Facebook.
If you're trying to increase online sales, for example, tracking the "Add to Cart" event would be more important than tracking the "Page Like" event.
If you're selling a high-priced item, for example, tracking the "Purchase" event would be more important than tracking the "Add to Cart" event.
If you're trying to increase leads, for example, tracking the "Lead" event would be more important than tracking the "Page Like" event.
Attribution
Attribution is the process of attributing conversions to different campaigns, ads, or sources. An example would be if someone sees your ad and then clicks on it and converts later, that's attributed to your ad. If someone sees your ad and doesn't click on it but converts later, that's attributed to organic traffic.
Choose the right optimization event
There are two main types of optimization events: link clicks and conversions. Link clicks are when people click on a link in your ad that takes them to your website or landing page. Conversions are when people take an action on your website or landing page, such as filling out a form or making a purchase.
So, which type of optimization event should you choose? It depends on your goals. If you're looking to generate leads, then you should optimize for conversions. If you're looking to increase brand awareness or drive traffic to your website, then you should optimize for link clicks.
Learn how to do competitor analysis
Identify your competitors
The first step in conducting a competitor analysis is to identify who your competitors are. When it comes to Facebook, your competitors can be other businesses in your industry that have a presence on the platform. For example, if you sell women's clothing, you would search for "women's fashion" or "women's clothing."
Gather data about your competitors' pages
Start by looking at social media marketing metrics such as Facebook page likes, post engagement, and audience demographics. You can also look at which types of content they post and how often they post it. Successful Facebook pages tend to have a lot of engagement.
Use your competitor analysis to improve your page
Once you have an understanding of your competitors' pages, use that information to make improvements to your own page. Think about what posts are working well for them and how you can create content that is even more engaging. Analyze their audience demographics and look at the types of ads they're running using the Facebook Ads library so you can get an idea of which types of ads might work well for your own page.
Summary
Facebook marketing is a powerful tool that can help businesses of all sizes increase their visibility and reach. With the right strategies in place, businesses can effectively use this platform to engage with customers and drive conversions. By following these 10 expert tips for successful Facebook marketing, you can ensure that your Facebook campaigns are as effective as possible and create lasting results for your business.
