Agency Partners Interactive
7. August 2019
Firm Foundations For Your Facebook Ads Strategy: How To Build A Solid Base, One Brick At A Time
Just when you think that Facebook has been toppled from its social media top spot, a review of the actual reach and capacity of this mammoth of the social media world has everyone sitting up and considering how to maximize their ad strategies.
Facebook has one of the world’s largest user base with 1.62 billion subscribers and 2 375 million active users in the first quarter of 2019. It is one of the most engaged, so why take a page from its playbook? After all with numbers this big, it is all about making the best use of them.
So take notes, get your ducks in a row, and your game plan sorted, because this juggernaut is here to stay, and you need to be on board. But don’t worry, we have all the tips to help get you sorted out with a solid Facebook Ads strategy, so you can sit back, and watch your conversions soar.
Duo, Trio, Quad
The first consideration, and it’s a major one, is to keep Facebook and Instagram working in tandem because they are one-and-the-same behind-the-scenes--a fact is often forgotten--so keep this pair collaborating to your benefit.
Think, ‘integrated ads strategy’ with Instagram, Facebook, and all the other platforms out there. An omnichannel experience is what both you and your customer need. This is a bottom line, non-negotiable. Your marketing plan must be seamless and holistic.
Experiment with ‘Bots’
With ad bots becoming more sophisticated and normalized, now is the perfect time to experiment with computer-generated marketing. The tech itself is nothing to be afraid of, how it’s employed and with what tone, is the issue. ‘Engagement baiting’ by fishing for swipes, taps, and reposts is right out in 2019. Instead, you want to develop long-term engagement--life-long customers who are much more likely to convert.
While you are in experimental mode, get creative, and then test everything. Send out an engaging, and meaningful post or blog to assess the interest. It’s much more cost-effective than a full-blown analytics campaign.
Video is King
Long Live Video. Use it to drive conversions but ensure the focus is to empower your customer with a side order of brand integrity, and the development of trust. People are likely to buy from companies they have positively encountered on social media, so consider creating or developing your brand identity from an anchor or hero video for maximum impact.
Retargeting from long-form ad engagement video followed up with a ‘call-to-action’ via short video ad, post, email, tweet, etc., is much more likely to get a new convert. It is also easier to then expand the information to ‘lookalike’ audiences, speeding up the turnaround process and reducing costs.
Nano, Niche, and Micro
We are in the time of the nano- or micro-influencer. There has been a shift from celebrities delivering information to niche experts whom we can trust, people with whom we can identify. They are less distant, more relevant, and certainly more approachable. Align with one of them, and it is a short skip, and a jump, to getting the conversions.
Are You Responsive?
To say that your site is ‘responsive’ is no longer enough. You have to prove it. Multiple devices are here to stay, and your site must show all the fancy whistles and bells on each and every one. Ensure that every type of media will run efficiently on desktop, tablet, mobile, Andriod, and IOS. The last thing you want is a block to your customers’ conversion where they throw their hands up in disgust, and leave the site, never to return.
Facebook can link you up with any demographic or niche you can imagine because it has so much info on all its users and the algorithms to sift it. Forget about an ‘app for that’, Facebook can help you find your niche group and target them through its persona-driven data. Think about maintaining diversified and comprehensive ads which target different personas, but don’t just make assumptions on who they are, get the stats and work from that.
Contextual Content (and lots of it)
Get creative with ‘life events targeting’. Facebook knows when the wedding is, or was. So consider how the market can drive itself by targeting upcoming anniversaries and events. Being narrow in focus can mean increased costs (CPMs) but being specific, relevant, and targeted means being able to tailor the marketing, increasing the chances of conversion. Staying broad offers a lower cost, a more ‘vanilla’ approach, and a reduced, individual appeal.
Looking For Love
Consider yourself to be looking for the customer that represents the real deal, full-blown, lifetime love--not some fly-by-night fling or disposable fad. Developing this relationship will increase their Lifetime Customer Value (LCV), and you’ll likely to get repeat conversions. You will also get the power of ‘word-of mouth’--if one friend has a good experience, then all the friends know about it--hey presto, warm leads.
Remember, 55 percent of people bought something online after seeing it on social media, with Facebook and Instagram taking up the top spots for driving product discovery. You just cannot afford to ignore this duo.
If you need help navigating the FB IG building blocks to build, a solid, long-lasting plan for your business, contact us at Accunity and talk with a professional marketing strategist to get your ad empire growing so you too can tower over the marketplace!