Facebook advertising can play a critical role in your overall marketing strategy, whether you're marketing to consumers or you're a B2B marketer.
That's because you don't have to wait for someone to search for you, or phrases related to you, like you do when advertising on Google Adwords. Facebook will show the ad to those who you've defined as a "good fit" -- people who fall into your targeted personas. This makes it a great place to advertise if you need to:
- Help people find you because they don't know to look for you
- Drive more sales -- local or in-store -- to people in your target audience who aren't necessarily searching for something related to your products right now.
- Get a larger audience for your Facebook posts
- Collect leads
Before you get too far down the road you need to decide who you want to market to and from there you can find a set of people in Facebook who closely match your ideal target. If you're not completely sure who you're targeting, start by defining personas (aka: target markets).
It doesn't matter if you're selling to other businesses or to consumers. What matters is how you address a need or interest that your targeted group(s) may have. We have five tips on how you can use Facebook advertising to help grow your business.
1. Create Facebook Ads that Match Your Goals
It's OK if you have more than one goal. Maybe you want to increase the number of people who sign up for your webinars and you would like to grow the number of people who like your Facebook page. Think about how you might craft two different ads -- one targeting those you want to participate in your webinar -- a new lead who is commiting time to listen to you. But at the same time you may also want more likes to your business' page so that the next time you have a webinar there are more people to tell.
Both goals are valid. But the each require their own approach.
Be sure you create different ads for the various goals. The first ad was used with the intention of gaining more likes for a new entertainment complex near Houston. The one with the Learn More button was intended to get those who really have an interest in driving the karts to come to the website to get all the details.
There are more people who want to stay abreast of the latest happenings at the facility than people who were ready to commit to coming out in the short term. That means we had a lot more interaction with the ad intended to increase page Likes. And now SpeedSportz will have potential for more viewers of future Facebook content. We also saw traffic to the destination page jump when we ran the ad targeting those ready to ride. Both can be considered a success in their own ways.
2. define more than one Facebook Ad audience
Certainly you should change the Facebook audience for each persona, but even if you have just one targeted persona you may want to make subsets so that your ads will be more relatable to those who you're targeting.
For example, if you have two geographic markets you're interested in growing, you can change up the imagery and message slightly to match each market area. Make the ads as personalized as possible to the people in each place. It's recommended that you change the photo to match the geographic location too.
You might also choose to break apart your audience by men versus women. If your persona includes both genders in the same age range, you might want to consider creating an ad that will appeal to a woman (ie: images shown, language used, etc) and then change it up for the guys who will have slightly different things resonate with them.
3. Test Your Facebook Ads to Improve Them
There's a feature called split testing, also known as A/B testing, built in to Facebook's Ad Manager that allows you to create two versions of the exact same ad. They will both appear to the same audience and the reaction will be monitored to be sure you know which one gets a better response.
Remember... only change one thing between Version A and Version B. If you change more than that you don't know what part of your changes actually worked. So change out the photo for a video, or change up the text from version A to version B, but not both at the same time.
4. Use the Facebook Pixel to Track Results
One of the best things about online advertising is the ability to track your return on investment in marketing. Facebook makes this easier by offering a small snippet of code that you can put in your website's code called the Facebook Pixel. You may need your website developer for some of this, but it's worth it.
The Facebook Pixel has two parts:
- Pixel base code
- Event code
Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). The event code lets you track those actions. Examples include:
- Completing a form on the website
- Adding a product to cart
- Making a purchase
- Visiting a particular page on the website
Choose the events you'd like to track and have that code and the base pixel code added to the website using Facebook's code and instructions.
If you need to add a custom event you can do that based on what you're trying to track. You can follow Facebook's instructions for that (or just give us a call and we'll get it added for you).
5. Use Facebook Remarketing
Have you experienced it? You went to a website to look at something and then all of a sudden you start seeing ads for that product, place, or website when you go onto Facebook? And... what's crazier is that you might have looked at the website on your computer but the ads appear in Facebook on your phone. That's because the site you visited set a pixel that allows Facebook to advertise once someone has left their website. Some people get a little weirded out. But if you think about it, it's ingenious. You know these people have an interest in your products or services, so why not remind them that you're there, waiting and ready when they are!
This can also work for B2B marketing of products and services, even if there's not an option for online purchasing. They may see your ad in the evening while flipping through their Facebook feed and that's OK because they were just thinking about you or your products/services. This becomes a nice reminder for them and/or creates a special offer that you don't give to those who have never been to your website. With people accessing their phones and computers at all hours in today's world, they are likely to click and go back ot your site even though they're not at work.
To run a remarketing the Facebook Pixel needs to be set up correctly.
If you're ready to take advantage of Facebook advertising, but you're not sure where to start please let us know. We can walk you through the options and get you started whether you're ready to dive in head first or just test the waters.
And as you consider ways to quickly gain recognition, new visits and more sales, we recommend including Facebook advertising in your marketing plan, even if you're targeting B2B customers.