Facebook now accounts for one in every six minutes spent online, and one in every five minutes spent on mobile – so investing in building your brand on this platform should be a no brainer.
However, when people talk about advertising on Facebook, there are a range of different ideas about how this powerful channel should be utilised.
Often we hear about getting ‘likes’ or about using Facebook because it’s ‘data-driven’. Sometimes, businesses want to use it simply because that’s what their competitors are doing. While there’s nothing wrong with the reasons above, they often don’t provide any tangible business outcomes. Follow the tips below to make sure you maximise your ROI and don’t fall into this hole.
Define your goals.
The first question to ask yourself when you start out is “What are our business objectives and how can Facebook help us achieve them?”. A good Facebook marketing plan focuses on a distinct set of goals and prioritises the most important aspects of your business to achieve measurable results.
Use the S.M.A.R.T methodology.
When you plan your Facebook campaign, the S.M.A.R.T methodology can be a great way to ensure you’re on the right track.
- Specific – who are we targeting?
- Measurable – what metrics will we use to define success?
- Achievable – are our goals achievable given our time frame and budget?
- Relevant – do our objectives fit with our overarching business goals?
- Time Bound – can we achieve this in 2-4 weeks?
Example: Instead of “generating more sales” being your goal, choose something more specific – “Generate 20% more leads for the business, using Facebook lead generation ads over a 3 week period, targeted visitors to our website who failed to sign up”. See more about setting S.M.A.R.T goals here.
Know your audience.
The more you know about your different audience segments or buyer personas, the easier and cheaper it is to target them on Facebook. Different segments can be reached with location, demographic and interest targeting. This can be used along side your web traffic and email database audiences (remarketing) and lookalikes of these audiences (audiences that have similar attributes to your existing customers).
Ask which phase of the funnel your customers are in.
Be clear about which phase of the funnel each ad/campaign is addressing. For example, a brand awareness campaign requires very different messaging and set up to a retention campaign. When you find yourself targeting multiple stages of the buying cycle i.e “these ads are a bit brand awareness, but they also fit in with our hot leads and existing customers” it’s time to go back to the drawing board.
It’s easy to get lost in a sea of information when you dip your toes into the world of Facebook marketing. Follow the above tips before you launch your campaigns and you’re sure to get off to a strong start. Good luck!
7 August 2017