- On December 8, 2016
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Just a few years ago Facebook was still considered a social networking site to connect with friends. Come 2010, The Social Network became a huge phenomenon in the online world.
Can you guess how many accounts are currently active on Facebook?
According to Statista, Facebook had a whopping 1.71 billion monthly active users as of second quarter of 2016. That’s more than the population of China!
Currently, over 80% internet users in leading markets are one way or another associated with Facebook. And with great power comes great responsibility.
Just kidding! With the increasing user strength, Facebook was bound to take a dip in the paid marketing pool, and man did they revolutionize the arena.
Anybody looking for a great platform to reach the target clients, boost engagement and ultimately increase sales- Facebook is the place to be.
The ultimate goal of any marketing strategy is to get customers not just visitors. Here’s how Facebook helps in that.
#1- User Interest-Based Targeting
Facebook ad targeting came as a blessing for businesses around the World. Different people have different interests and they happily reveal them on their favorite social media site. As a result, you can now find your ideal audience based on user location, age, gender, interests and more.
For example, in February 2016, Chevrolet India the automotive brand relaunched the new Chevrolet Cruze. They used Facebook ad targeting to find their potential customers in India. They targeted men and women between the age of 27 & 45. Using behavioral targeting, they further filtered their target to people who were likely to have enough income to purchase the car.
Image Credit – Facebook Business
During the campaign, Chevrolet was able to reach 7.3 million people online and increase their brand purchase by 7 points. Moreover, they witnessed a hike of 3-points in brand favorability which is 45% higher than the global benchmark for the automotive industry.
Now imagine that you run a designer couture studio and you recently introduced a new collection. Your ideal audience could be fans of designer couture or any other famous designer like Manish Malhotra. In your ads, you can attract them with high-resolution images of your collection and make them stay with a lucrative offer as the lead magnet.
You will surely witness a hike in your brand awareness, increase in the number of leads, Facebook fans and more. Ultimately, you will witness a rise in your customer database.
The logic here is simple, a person is more likely to click on your ad if they are able to relate to what you’re saying. For example, if you show ads of an Italian restaurant to someone who likes Italian food, they are more likely to click. Whereas the same ad might not give you similar results from someone who despises Italian food.
The interest based targeting is a very powerful tool to increase your brand loyalty as well. For example – 20h Century Fox wanted to build a huge Facebook fan base to promote the movie Wall Street- Money Never Sleeps. They targeted older audience who were fans of the original movie and can relate to it. They targeted the younger audience as well, who can watch the latest version. They ran page likes campaign to meet their goal.
Image Credit- Google Search
Can you guess what happened next?
As per the case study published on Scribd, they achieved the below results-
- 26% of people exiting the movie theater remembered seeing the Facebook ads.
- More than 260,000 people like the Facebook page, a sizable community to engage with but almost half of Fox’s goal of 500,000.
- A tracking study found more than 1.1 million people had intended on seeing the movie after seeing one of the Facebook ads.
However, the job of a Facebook marker is a little complex, it doesn’t end at just targeting the audience.Once you find your audience, you must grab their attention with your service and convert them into leads/customers.
How do you that?
A- Create a strong and persuasive Facebook ad
What is it that convinces a prospect to convert into a lead? Is it the ad creative or is it the copy on the landing page? We say it’s both.
While setting your lead conversion goals, you need to remember that none of the marketing elements can function independently. The ad copy, the landing page, the conversions CTA, all of them work together to generate business.
Make your offer obvious enough for your audience to understand. However, there is a fine line between being persuasive and being too promotional- you don’t want to cross that line.
If you’re an organization that is not that well known, keep the company introduction to the minimum. Start-up organizations like Asana, Zostel and Slack will benefit more by showing their core competencies in the ad instead of their brand name.
Image Credit- adespresso.com
As you can see the above ad by Asana, they have not kept their logo in their creative. In Fact, it shows how will people benefit from using their service. Even in the ad copy they barely talk about what is Asana or anything about brand image. They stick to their services only.
Don’t worry, here’s a quick guide to creating effective Facebook ads that convert.
When writing your Facebook ads, make sure that you include these 4 elements below:
a) Put extra efforts on the creating visual
b) Make your ad relevant to the audience
c) Make an offer they can’t refuse
d) Put up a clear call-to-action
Put extra efforts on the creating visual
Ever heard of the saying. “A picture is worth 1000 words”? That’s the same principle adapted by the Facebook algorithm. It gives more value to a visual ad rather than a simple text. Also, you will be able to better engage with your target audience through a visual ad.
Here are some good examples
Image Credit- Adespresso.com
Facebook ads appear on the right side of the user’s homepage. Not a very visible area. To catch your audience’s attention, make sure that the creative on your ads are catchy and obvious at first sight.
Make your ad relevant to the audience:
All the targeting and hard work on the creative and ad copy will be useless if it’s not relevant to the user. You will be spending a lot of money on these ads, just make sure it is all worth it.
That’s a good thing about Facebook, on evaluating your ad, it provides you with a relevance score for your ad. A high relevance score results in higher conversions.
Here is a good example of a relevant ad from Hubspot
Make an offer they can’t refuse:
How will you make your service stand out? You have to offer something they can’t get anywhere else.
Here’s a powerful value proposition Facebook ad from Import Empire.
Image Credit- Adespresso.com
Put up a clear call-to-action:
What gets people to finally click the ad?
It’s a clear cut Call-to-Action. Not only on the squeeze page, you also need a powerful CTA on your ad as well. No matter what type of ad you are running, photo, carousel or video, a persuasive CTA is what encourages the user to click.
Here’s a Facebook carousel ad from Jabong with a strong call-to-action.
Image Credit- Adepresso.com
Wrapping up the elements of an excellent Facebook ad, what comes next is the Landing Page. Once the user clicks on an ad, they must be redirected to your landing page.
#2 From compelling Facebook ads to a perfect landing page
What is my conversion rate?
Once your Facebook ad starts attracting traction, the conversion rate will become the center of your universe.
Creating a landing page is no rocket science, take care of the key elements, add a lead magnet with influential copy and you are golden. Even though the concept for a high-converting landing page is always evolving, the basic anatomy remains the same.
A- An attractive headline
B- A Subtitle
C- Offer a useful lead magnet
D- A Call-To-Action (CTA)
Image Credit- Grasshopper Marketing
Your landing page must have convincing as well as relatable copy that persuades the reader to provide contact detail. At the end of the day, your landing page needs to show high conversion.
To keep your user interested, you will have to dump the old methods and bring up something unique and worth their time.
How can you do that?
A: Get a mind-blowing lead magnet
According to Ryan Deiss of Digital Marketer–
“Lead Magnet is an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information.”
On most occasions, the most promising results are seen when the giveaway is a useful resource. The lead can immediately benefit from it. Here in exchange for your email address, Neil Patel is giving you useful advice to acquire maximum traffic on your website.
Varying from industry to industry, you can try different lead magnets. You can try giving away discount coupons, free ebooks and more.
B: Bring in the trust factor
To gain the trust of other potential clients, tell them about other people you have been working with. Display logos or testimonials of your clients.
Gift Rock is a fairly new, online gift card provider. As you can see, in their landing page they display logos of their happy and famous clients.
You might not know Gift Rock, but their clients surely ring a bell. Wall Street Journal, Forbes, Mashable, all are big names in their field. If these giants can do business with Gift Rock then so can you.
Using testimonials also brings out a similar effect as client logos. It builds trust in your audience. However, don’t make the mistake of faking a testimonial. It will surely backfire and destroy your image in the market.
That is exactly what a trust factor is, it brings out a relatable factor among your audience. They might not know you, but they will recognize at least one of the organizations who are vouching for your work.
#3 Facebook Marketing is budget friendly
Facebook advertising platforms can run on either a per-impression or a per-click basis. The social networking giant is also budget-friendly since it allows users to set daily limits. Depending on a business’ niche, it also shows users the relevant ads open for bidding.
We have already established that Facebook PPC advertising is not a platform to be ignored. You can easily drive ample amount of high-quality traffic to your landing page and convert them to customers. While PPC is a great source of getting traffic, mix organic traffic with it for better results.
For their client Country Boarding Kennels, Moz found that they received over 1,700 website clicks in a month from their Facebook Advertising campaign, paying on average $0.33 per click and receiving an average CTR of 1.84%.
Image Credit – Moz
On the other hand, from a similar budget, they received just a little more than 400 clicks with Google AdWords campaign. On an average, they paid $1.03 per click and received a CTR (Click Through Rate) of 3.57%.
Image Credit – Moz
Facebook Ads proved to be effective for Country Boarding Kennels. They were quicker and cost effective for them.
One of the biggest advantages of Facebook ads is their fast results. When compared to the 10-12 hours of Google AdWords evaluation, the Facebook team will approve your ad in just 15 minutes.
#4 Bring your service to the mobile-loving people
As of June 2016, Facebook enjoys 1.03 billion mobile daily active users.That’s a huge number of people on mobile devices that can’t be ignored while marketing a business solution. The audience present on mobile has surpassed the audience on the desktop.That is the beauty of Facebook ads- you can target this mobile-only audience.
The Korea-based, HelloMarket is an online marketplace and mobile app where people can buy and sell everything from cars to handmade crafts. With a very little budget, HelloMarket aimed to increase the number of App install while enhancing brand awareness.
Using advanced targeting to personalize mobile app ads for its audience, they achieved a 30% lower cost per install while also driving brand awareness.
In so many ways, Facebook now and again is proving to be a must-have in the marketing strategies of any organization. It is flexible, easy to use and it brings results. If Facebook is still not a part of your online marketing campaigns, it’s time to start now!
Are you already using Facebook ads to drive your business? Tell us how is it benefiting you?