Facebook ads are a great way to create targeted promotions. Crafting attractive ads that suit your objectives can generate a lot of potential customers eventually leading to sales for your business. Facebook ads can also be used to generate a fan base and get ‘likes’ for your business. This is a great way to get people interested and then build a relationship with them. A targeted group of prospective customers who connect with you will definitely lead to higher conversion rates for your products.
Here are ten great ways to use Facebook ads to build a great fan base –
1. Your target audience
Identifying your target market is the basic and most important step in any marketing effort. If you get this wrong, you may end up spending thousands of dollars for nothing. It is ok to spend some time on this step and really analyze who you want to reach out to with your ads.
2. Narrow down your target audience
Once you define your target audience, evaluate it to find out how wide it is. It may be possible to have smaller segments within the audience based on certain factors. For example, if you are promoting healthy vegetarian food products, ‘vegetarians’ can be too wide a criteria. You might narrow them down by age such as 20-30, 30-45, 45-60 etc. These groups may have different dietary needs or preferences even considering that they all follow a vegetarian diet. The 30-45 range may want to watch their sugar and fat intake, and the 45-60 range may want to have a calcium rich diet.
Defining segments within your target audience will allow you to create different content for each of them.
Recommended for YouWebcast: Relationship Marketing: How to Build a Relationship that Converts to Sales
Facebook ads allow you to restrict your campaign within a certain region. You can choose a country, region, state, city etc. You can even specify certain zip codes. For example, if you are opening a gourmet vegetarian restaurant in Dallas, you might want to restrict your initial ads to central Texas.
Your target audience has various demographic features such as gender, language, education level, job title etc. Facebook ads allow you to further narrow down your search by choosing specific values for all of the above. Are you only aiming for women aged 30-45 with a college degree? Facebook ads allow you to do that!
Likes, Interests etc.
This is where things get interesting and you get to dig a bit deeper. You can target people based on what they like – movies, books, famous persons, TV shows etc. If you specify these in addition to all of the above factors, you have really narrowed down your search to a very specific person.
Using eye catching images that stand out is must for an effective advertisement. Bright and contrasting colors will stand out better against Facebook’s backdrop.
4. Call to action
A strong call to action is necessary to communicate the purpose of your advertisement. If generating fans is your main purpose, ask people to ‘Like’ you! A short and strong message is equally necessary.
5. Objectives and Budget
There could be two main objectives for Facebook ads. Getting a fan base is the one we are focusing on here. Another objective is ‘clicks’. This objective needs to be defined clearly while creating your ad. You also need to specify your daily budget – the amount you are willing to spend in a day – and your PPC or pay per click rate. The Pay per click rate should be in the range suggested by Facebook (More on this later).
6. Multiple ads
Creating multiple ads for individual segments within your target audience is bound to be more effective. This strategy allows you to design every ad to be very specific. And being specific is crucial to make a connection with your audience. A shoemaker might highlight style and high fashion to a young demographic, but stressing on comfort may be more important to a middle aged group or to someone who works on their feet all day.
Having a separate ad for these specific targets will definitely lead to a higher click rate.
7. Analyzing your efforts
Once you create ads and choose your audience, it is time to launch them and watch the results. Analyzing the performance of your ads is crucial and will tell you what worked well and what did not. You will need to adapt your strategy according to your results. Duplicate what worked well and come up with new options for what did not.
Facebook provides various reports and insights into the outcome of your ads. This is part of your analysis. If a certain campaign or target segment has not shown results, it is time to discontinue it. There may be a learning curve to understanding these reports and making sense out of them.
9. Keep ‘em coming
Advertisements are generally time sensitive. This means that you need to keep creating new ads that are relevant to your current goals and that reflect your current offers. Whether you generate ads every week or every month, the thing to remember is that they should make sense. Running an ad offering Christmas specials in March will make no sense at all. Indeed, it may harm your image.
10. Always On
Facebook recommends that you have a continuous ad campaign running (of course!). Although this makes sense, cost may be a major concern for any business. Running ads all the time will allow you to alternate between different segments and try various offers. It will also steadily supply you with prospects. But actual conversion rates will decide whether you are able to be ‘Always On’.
You can try following these simple guidelines to kickstart your presence on Facebook. Running a successful ad will get you an initial fan base. The next challenge will be to keep these fans engaged and develop a relationship with them.
One of the great advantages of social media is the potential to reach out to several people via your fan’s networks. Any activity your fans engage in on your page could stand out among their network or their friends, getting you more hits to your page, and hence more fans. The effects of running even a single ad can be far reaching. Cascade ads every few weeks and you will have a continuous stream of prospects drawn to your business. How you sell your products to them and how much will depend on your sales strategy, and of course, the quality of your products.
So have you tried any of these tactics as part of your advertising campaign? Which one makes most sense to you. Let us know so we can discuss this with everyone who is interested.