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June 25, 2017
Social Media

Maximising Social Media Performance with Facebook

Learn How to Build Your Fanbase with Consistent Social Media Marketing

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.

Start by Maximising Your Non-Ad Facebook Reach

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:

  • Create incredibly engaging content that your fans will enjoy and interact with
  • Post more frequently, preferably many times each day
  • Use quality pictures and fill out your profile fully
  • Look at the data provided by Facebook Insights, and adjust accordingly
  • Seek out people to expand your fan base by targeting people with relevant interests

Facebook Advertising that Will Bring Results

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:

  • Drive traffic to your website - designed to get people to click through to your website
  • Website conversions - designed to send people to your website in a trackable way that lets you see when clicks lead to conversions
  • Boost Facebook posts - designed to boost engagement with your Facebook posts
  • Page likes - designed to get more likes on your Facebook page
  • App installs - designed to get people to download your app
  • App engagement - designed to boost app engagement
  • Offer claims - designed to get people to purchase something from your store using a special offer
  • Lead generation - designed to create new leads for your business
  • Video - designed to get people to view your video to boost brand awareness
  • Event awareness - designed to make more people aware of an upcoming event
  • Dynamic local ads - designed to target local customers to increase local sales
  • Dynamic product ads - designed to help prospective customers engage with your products and browse your product catalogue

Focus on Target Audiences

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.

Test, Test, Test

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:

  • Images - users will see your ads alongside all the pictures shared by family, friends, and other brands, so make sure the image in your ad stands out
  • Ad title - of all copy in the ad, this stands out the most after your image
  • Ad copy - the actual text of the ad, usually communicating your objective in some way
  • Details - seemingly insignificant, don't forget about the little things like borders and background colours
  • Target audience - find out if the audience you are targeting is truly the best one by testing other demographics

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.

Conclusion

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.

Mitch Mizerak

What makes me tick you ask! New technologies, Science, Online Marketing, Analysing Data, UX Design, Long Plane Journeys, Snowboarding, Surfing and making the most of every opportunity.
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