As each day passes, Facebook continues to innovate and improve their advertising software to be more effective, efficient and easier to use for everyone. This is what is expected of the largest social platform in the world, constantly evolving to give more power to businesses. However, it could also be seen as a trap for newcomers to that don’t know what works and what doesn’t work and therefore misuse their marketing budget.
People are jumping right into Facebook advertising without the proper preparation and planning. A lot of people who I’ve met doing Facebook ads will sometimes say traffic ads or engagement ads will pay the bills, they couldn’t be even more wrong. Most businesses survive from sales, new customers or clients, so what is the right objectives to use on Facebook advertising?
By learning this you can start finding ‘low hanging fruit customers’ who are interested in the service, product or investment you are offering. You will also know how to gather long-term data such as emails, phone numbers and other information to freely advertise what your business has to offer.
1) Conversions Advertising (Catalog sales & Store Visits)
The most important data you want to track is how many conversions did your advert produce? Making your objective conversions will make Facebook target people on their website who are eager to buy and will track patterns of your buyers. Not only that you’ve focusing on what will get you the end-result, but you are also targeting buyers who are already interested in your business (low hanging fruit).
If you’re capable of finding warm leads, then you can create momentum on Facebook advertising. Once you have momentum you need to snowball it, double down on your target audience and experiment on slightly different audiences to see if you can generate more market share on Facebook.
2) Lead Generation
Email Marketing is the life blood to any business that enters digital marketing. Generating emails and data from your prospects will allow you to market to them for free and have a long-term funnel of generating income into your business. One email is equivalent of £1 for the average industry.
Use Lead Generation ads to get your foot on the door. Offer a discount, promotion or a free E-book, webinar or event to get their attention an interest. Once you have something to value they’ll be willing to give their email to you for that exchange. Having a large email list will also be profitable for you in start of the list and when you have thousands of thousands of emails in your business.
3) Video Views (Brand Awareness)
Now, I highly suggest you create an engaging video but if you have a video or you can’t create one yet, use Brand Awareness ads to get people to know you exist. When they know you exist you can convert them into a prospect, once a prospect they can become a warm lead, which will ultimately either make them a customer or a client if it goes to plan.
This isn’t about getting users information or getting them to invest in your business. This is solely on getting users to know you exist and peak their interest about your business. Once you have their interest, you can now do the prior advertising of lead gen or conversion ads. See it as a step by step process (below example).
Your Customer Journey
USER > PROSPECT > WARM LEAD > CUSTOMER > CLIENT
Now you know the process, go kick off and start getting what you want from Facebook advertising and know what you’re end result is.