With over one billion active daily users and almost two billion active monthly users, no business should ignore Facebook. Strategic use of Facebook for your business can drive significant awareness, traffic, engagement, and profit. Facebook offers a powerful ad platform that can bring steady conversion. The online giant currently has over 24% share of the display ad market and this percentage will only continue to grow, making Facebook advertising a vital component of any social media marketing effort.
The best conversion on Facebook generally comes from paid Facebook advertising, but that's no reason to ignore organic Facebook reach that is possible to get without spending a cent. Some of the best ways to get the most out of your Facebook page are:
Use the Right Ad Objective and Format Facebook makes much of the social media marketing process easy to set up by offering a variety of ad formats that focus on specific desired outcomes. It's very important to create your ad with a specific objective in mind. Some of the objectives Facebook offers are:
Your business probably isn't trying to reach the entire population, so your Facebook ads should be similarly targeted only towards certain audiences. Facebook makes this easy for you to do, by letting you target your audience using several demographic factors. In addition to standard demographic breakdowns, you can also target by interests and behaviours. You can even target people already on your email list. Individuals who are already aware of you and may already be your customers are more likely to notice, engage with, and respond to your ads. You can even create a few different segments and create different ads to target each segment. Generally, the more specific you get when targeting a segment, the more successful you will be.
Like with any marketing campaign, testing can be a major factor when it comes to success with Facebook advertising. The use of A/B testing of several different aspects of your Facebook ads can help you maximise your ROI. Components of Facebook ads you should test are:
Pay attention to the number of clicks or conversions you get with these tweaks, and use the better performing version. You can continually keep A/B testing your ads to keep refining if you want, but you should definitely do at least one round A/B testing. Sometimes the better performing versions are not what we'd expect.
Once you learn how to use Facebook for business, you'll quickly realise the huge impact it can have on your business. When you start by building a solid Facebook presence for organic, unpaid reach and then create targeted ads based on specific outcomes that you test and refine, Facebook can bring you a great ROI. With a solid Facebook page and a well-crafted Facebook ad campaign, more people will be aware of you, there will be more engagement with your brand, and conversions will see a significant bump in the right direction.
