The Five Rules of Facebook Advertising


1.5 million businesses across the globe spend money on Facebook Advertising, but not everyone does it effectively.

If you’re ready to make a meaningful impact with your Facebook Advertising, we’ve compiled a list of five rules for you to follow!

1. Start with a goal

Every great campaign must begin with a goal. Your goal could be as simple as “I want people to watch my new commercial,” or “I want our target audience to visit our website.”

One of the best reasons to use Facebook Advertising for your business is that you have the opportunity to completely control what the user does. By starting with a goal in mind, you can regulate the outcome of your campaign and see ROI.


2. Type of Ad

Once the goal is established and written down (seriously—write it down!), you’ll easily be able to select which type of Ad you’ll use to drive your campaign’s results. Here are a few types of Ads and how you can best utilize them:

Lead Generation Ads. Why? Lead Generation Ads help to not only advertise a specific offer, but to also bring direct leads to your team, including the purchaser’s name, email, phone number, zip code and other custom information

Website Ads. Why? Website Ads on Facebook are a cost-effective way to send targeted traffic to a specific point on your website or landing page. The goal is to send potential customers to a form on these pages to capture their data and convert them to customers

Video Ads. Why? More video is watched on Facebook than any other type of content. Capitalize on the power of video by using videos as compelling content to draw customers in and frame your brand story. Remember to always start with a dead shark moment, too!

Page “Like” Ads. Why? Page “Like” Ads help to consistently encourage your target audience to “like” your page, effectively growing your messaging platform


3. Audience

The next thing you need to think about is your audience—who are you targeting with this campaign? When working with Facebook Ads, there are endless opportunities to narrow down your audience to a specific group of people that will take action and convert.

Start by looking at age and location, then narrow it down further by targeting people’s interests, behaviors, education level, household income and more. The more specific you can be, the higher the chance of conversion. Plus, only 45% of marketers are currently utilizing these features!

 

4. Budget

Once your audience is defined, it’s time to figure out exactly how much you’ll be spending. Go to your Ads Manager account and you’ll find a tool on the right-hand side to help evaluate how many people you’ll be able to reach with certain budget amounts. For example, you’ll reach more people in your target audience if you run a two-week campaign with a lifetime budget of $200, rather than running the same campaign with a daily budget of $5.


5. Analyze & Optimize

One of the best parts of Facebook Advertising is the ability to analyze and optimize your campaign. From looking at basic numbers like reach, frequency, impressions and clicks, you’ll also be able to evaluate more specific metrics like what percentage of your video was watched, what type of device people interacted with your Ad on and where they saw the Ad (Facebook newsfeed, Instagram or even Facebook’s Audience Network).

Take a look at the data as a whole, then split it up into manageable chunks, to really evaluate what parts of your campaign performed well and what didn’t. To take your analysis one step further, also look at the data in comparison to the Google Analytics tracking on your website. If 500 people clicked on your Ad, what did they do once they got to your website? Having this extra layer of data analysis will help to really evaluate your campaign’s success and ROI.

 

TAG’s Social Media Experts

If all this talk about advertising is still having you questioning whether a boosted post or a lead generation Ad is best for your goal, give TAG a call! Our team of social media experts know the ins-and-outs of Facebook Advertising, and can take your goal and create a meaningful Ad to drive ROI for your business.

 

Humanizing your Digital Strategy

Screen-Shot-2013-07-24-at-3.25.44-PMWe tend to trust our friends more than a business or a brand. So when your friend tells you something about a brand, you’re more likely to believe what they’re telling you rather than when a brand makes a claim. So how do you make your brand more trustworthy? How do we humanize our digital strategies?

Talk like a Person!
Shift your thinking and adjust your messaging to be more relationship focused rather than “salesy”.  Talking to your followers in a way that is not a sales pitch or corporate jargon is much more interesting to them, and they’re more likely to engage with you.

Usabilla reports that 79 percent of digital marketers will increase their content marketing budget in 2016, and 60 percent of marketers see the biggest challenge as producing engaging content. If you’re simply a mobile sales pitch, you’re going to annoy your followers and end up losing customers in the long run. Advertising a sale or a special offer gets some engagement at first, but too much sales talk will annoy your audience.

Interact with People
Respond to questions and comments from your followers. Better yet, ask them to engage with you by posing a question or asking for their input! According to Usabilla, 56 percent of customers are more likely to buy when given a personalized experience. And when someone responds to you, be sure you let them know that you’re reading their input by commenting on it, liking it or favoriting their response. This is a great way to start a real conversation that feels human-to-human rather than human-to-brand.

Show off your Team and Workspace
Your audience wants to be able to put a face to the words they read on your social platforms or your website. Take pictures or produce videos and webinars where your employees can show off their personalities. Visual content is 40 times more likely to get shared on social media than other types of content according to Kissmetrics. Give your followers a glimpse into your working world and let them feel like they’re getting a behind-the-scenes tour. Doing this makes your followers feel closer to you, and will make them want to get to know your brand more.

Be Authentic and Transparent
Be mindful that all of your messaging should reflect your brand values to create authenticity. And if you make a mistake, whether it’s something little or something big, just come clean about it. We’re all human and we all make mistakes. Humanize your brand by not covering these things up, but by owning your mistakes.

Your followers want to have a conversation with a person, not necessarily a business or a brand.  You can improve your digital strategy by making engagement with your followers feel like they’re talking with a friend, rather than a business. For more information on how to humanize your digital strategy, give the experts at TAG a call or visit us online!

Is Your Brand Right for Instagram?

Instagram is growing exponentially! With more than 400 million users, Instagram is a favorite social networking site among millennials. Is your business considering using Instagram? Before you get started, there are a few things you should consider.

The first thing you should think about is whether your brand is right for the audience that’s on Instagram.

  • The Instagram audience is pretty evenly split between men and women
  • 52 percent of users are between 18 and 29 years old
  • 24 percent of users have a college degree or higher
  • 53 percent make more than 50 thousand dollars annually

A great thing about Instagram is it’s truly one of the most personal networks, that allows your brand to share your story, background, history and vision in an engaging, visual way

Showcase customers using products or services
Showcase your products in new and interesting ways, and allow your followers to “window shop” through your Instagram account. For example, if you own a company that sells makeup, you can use photos and videos to showcase how your products are used by your customers. Plus, people LOVE to see themselves featured on social media platforms!

Go behind-the-scenes
Show your followers some great behind-the-scenes images that display your company culture. Snapping a photo of team members working or enjoying themselves is a great way to offer your followers an exclusive look into your working world.

Utilize hashtags
Don’t forget to take advantage of trending hashtags to give your message more exposure. Using hashtags that apply to your industry is a great way to play into what your brand is all about while engaging your target audience at the same time!

Content
Be sure you take the time to really think about your content strategy and plan what types of photos and videos you want to be using. There are a few tips and tricks you can use to increase engagement, including the following:

  • Posting a photo without a filter receives more engagement than a photo with a filter
  • Utilize the color blue to increase engagement—you’ll see about a 24 percent higher engagement rate in these photos

Don’t forget to share your Instagram content on other platforms, as well! Instagram makes it easy to share your content on other social networking sites by giving you the option to share on Facebook, Twitter, Tumblr, Flickr and more. And did you know that you can display your Facebook Ads on Instagram, too? This can help you get more bang for your buck out of your Instagram marketing!

 

Is your brand ready to take the plunge into Instagram? If you need help with your Instagram marketing, or any other social media strategy, be sure you give the experts at TAG a call, or visit us online!

 

Become a Targeting Master with Facebook Ads

Become a Targeting Master with Facebook Ads

Before we get into understanding how to reach your target market with Facebook Ads, it’s important to understand exactly what Facebook reach really is. Simply put, Facebook reach is the number of users who see your content on their social network. Better yet, it’s a measurement of your brand’s effective audience.

Facebook reach falls into three main categories; organic, paid and viral. Organic reach represents the number of users who see your content for free, meaning that you did not put any money behind promoting it. Viral reach is the number of users who see your content or page mentioned in a story published by a friend. And, paid reach is the number of users who see your paid content—such as a Facebook Ad or Boosted Post.

For this particular blog, we are going to focus on paid reach, and how to reach your given target markets utilizing the targeting parameters of Facebook Ads. One of the biggest advantages to advertising on Facebook is your ability to target specific groups of users. In fact, according to Facebook, Facebook advertising results in 89 percent targeting accuracy, as opposed to 38 percent accuracy with other online advertising campaigns. With a huge variety of targeting options to choose from, it can be difficult to understand which targeting parameters make the most sense for your business. But don’t worry, we’re here to help; we’ve put together a list of the top four Facebook Ad targeting strategies, so take a look!

1. Tap into Facebook users’ purchasing behaviors: Facebook allows you to target your Ad to users based on their current or past purchasing behaviors. Purchasing behavior categories include Buyer Profiles (Coupon Users, DIYers, Julie BrownFoodies, Gamers, etc.), Business Purchases, Clothing, Food and Drink, Health and Beauty, Home and Garden, Technology, Purchase Type and more. Targeting Facebook users via purchasing behavior gives advertisers the power to reach out beyond their own databases and tap into insights provided by shopper loyalty programs and other user profiles.

2. Use Geo-location Data to target mobile users: For many of its features, Facebook uses geo-location—and many of its users keep it on at all times. Using geo-location allows you to target mobile users within a specific radius of your physical business location, in relation to current user location. For example,if you are a restaurant, you can create a mobile targeted Ad that activates whenever users are within a certain radius of your business. They can then go to your page and follow you to receive special promotions or coupons to use—genius!

3. Get creative with targeting life events: Are you a jewelry store looking to sell engagement rings? What about a flooring store that’s looking to target new homeowners? Facebook allows you to target individuals based on specific life events—like getting engaged or purchasing a new home. You can even target users at specific intervals of time after a life event; the date ranges that are possible include three months, six months and one year.

4. Utilize your competition: SJ Smith FB AdYour competition is everywhere—especially on Facebook. The key to a solid Facebook Ad campaign is to utilize your competition, and hone in on their followers and brand recognition. A great way to do this is to target users that are following your competitor’s pages, users that frequently purchase from their company, or users that have a general interest in the products and services you both offer. This not only allows you to associate yourself with your competition, but it is also a great way to increase interest in your products and potentially gain new customers.

What’s great about Facebook Ads, is that you’re never limited to just one targeting strategy; you can combine strategies, or isolate your efforts on one specific strategy—it all depends on your business goals and budget.

 

The dedicated team of social media gurus at TAG is here to help you with all your Facebook advertising needs. Not only will we help you set appropriate goals and provide you with effective targeting strategies, but we will also help monitor your efforts to ensure you are reaching your goals as efficiently as possible. So, next time you’re thinking about marketing your business on Facebook, remember, TAG … we’re it!