Like honey to bees, Facebook is the go-to platform that attracts people wanting to promote their businesses. It's the leading social media platform and has over 2 billion active users making it a marketing goldmine for entrepreneurs. Promotions are done on the platform with the expectation that they will always yield the desired results. After all, the content is being seen by thousands of people so magical things must happen.
The reality is that advertising on Facebook isn't as simple as it seems. It's not just selecting a target audience based on location and interests and posting content you think is the bomb. Each marketing initiative must be carefully thought out and developed based on the following criteria.
A Hyper-Focused Audience
It's safe to assume that most of the people who try to advertise on Facebook have an idea of their target audience. They must know enough to choose a location, relevant interests and the right age group. However, it is often the case that the target audience chosen isn't targeted enough.
A successful Facebook ad can only be created if the target audience is as specific as possible. For instance, an online content writing company that offers its services to people in America and Canada needs to be very specific about the type of people it creates content for. Using the broad category of "small business owners in America and Canada" may not allow the campaign to achieve the desired results. A hyper-targeted audience would be "life coaches in New York, New York and Ontario Canada between 25 and 50 years of age." The latter narrows the audience down to people who will most likely benefit from the ad's content.
A targeted audience is pointless if the ad's content doesn't relate to their needs. Your ad should show how your business answers the specific problems this group of people faces. Customers always want to know that your product or service directly benefits them in some way. Why should they be interested if there's nothing in it for them?
Videos have the highest engagement of all types of content. This doesn't mean that articles and images don't have their place. The type of content used depends greatly on who you're targeting and what you're offering. For instance, articles and images may be better suited for reaching existing customers with special offers and deals. Videos, on the other hand, can be used to attract potential customers by introducing them to your brand. These are, however, just examples. It is possible to use a mixture of these 3 types of content at different stages in the marketing cycle. Nevertheless, the power of videos can't be ignored.
Put the Call-to-Action at the Right Place
A call-to-action clearly tells people what they should do when they engage with your ad. It should be strategically positioned so that people don't have to sift through too much content before getting to it. It is ideal to place the call-to-action in the first 10 to 15 seconds of a video and the first 10 to 20 words of content. If it's placed at the end, your ad may not produce the results you desire.
Avoid the temptation of viewing Facebook advertising as a stroll in the park. That approach ultimately leads to time and money being wasted. Be very deliberate about the content you use, who you target, and the results you hope to achieve. It's the only way that your Facebook ads will help your business grow.