Facebook Marketing Strategy

What does a Facebook Marketing Strategy include? A comprehensive Facebook marketing strategy can include many different pieces. The larger aspects include an active social media presence on Facebook as well as a fine-tuned advertising plan. 

Facebook has one of the largest collections of users. The social media superpower has close to 2.5 million individuals that use their accounts each month. This means that reaching just a portion of this massive audience can only help to increase brand awareness and boost sales. Reaching Facebook users can be done in many ways, but it starts with creating a business account for the business

Gone are the days of looking up a business’s address and phone number in the yellow pages. People go to Google and they’ll bounce from Google to the company website or a Facebook page to learn more. Facebook can be a great first impression if done right!

One thing to remember when using Facebook as a marketing tool is that at its core Facebook is a social platform. Users want to see what friends and family and brands are up to. Few go to Facebook with the intent to buy. Building a rapport with an audience can take time so Facebook posts should be used as a window into the ongoings of a business and not a tool to sell directly. 

Having ongoing conversions with audience members to keep them informed can help users to feel like they’re apart of the business. Additionally, it makes it easier to solve any issues if users are comfortable with a responsive admin team.  It’s important to define attainable goals for the platform so that admins are held accountable and there is a defined direction for the efforts. 

In contrast to posts, Facebook ads are a great way to direct users to a sales decision. Through research beforehand, creative insight, and the use of analytics to reevaluate, Facebook ads are a great way to reach customers and generate leads. 

Getting Started

Most individuals are familiar with setting up a Facebook account. Setting up a Facebook page is very similar to creating a Facebook account and it’s a crucial step for any business that wants to spread the word. 

Images

Humans are visual creatures, so it’s important to make sure that all the images on the page are not only engaging and high quality, but they are the proper dimensions. For example, the Facebook header should look just as good on the desktop as it does on mobile. It’s also important to make sure the images convey a genuine depiction of the business. Stock images are easy to spot, so businesses should make sure the images are of the actual settings and employees. 

About section

This depiction of your business should mimic the information on the business site. The about section is the first place users go to learn about a business. It’s vital to make a great impression. This the elevator pitch of the page, a lead wants to know about the business so adding pertinent information such as the story, mission, and what a company is known for is a must. 

Call-to-action 

Directing users towards an intended action can be done through buttons on a Facebook page. Call-to-action buttons like “schedule an appointment” or “call now” are common examples of ways to engage with an audience member and make a potential fan. This tool is very useful and they’re easy to set up.   

Settings

There are also additional settings that can make custom changes. Within the settings tab page administrators can add other administrators, and team members who can help keep the page up to date. Now that the account is set up it’s time to get users following the page. Fans of a company will be the first to follow and share the account, but other users (new leads), are the users business owners want to draw in. If the same repeat customers are the only ones who follow the account then the account isn’t fully serving the larger purpose of reaching new customers. 

Gaining followers

There are many ways to gain followers without spending any money at all. For example, If a company has a brick and mortar location with foot traffic, telling new customers there’s a Facebook page they can follow is a great place to start.  

Another option to gain followers quickly is to host a contest where existing followers share and invite their friends to follow them based on some sort of incentive or gift. This campaign could also be accompanied by discounts for those who follow the page.  

Posting

When creating posts for Facebook it’s difficult to know where to start – “What do I post about,” ”When should I post,” “how do I make posts.”  When it comes to what to post about there are a lot of factors that can define that. Industry, company character, and audience are all factors that can shape what a company’s Facebook content looks like.

Some common posts include – 

  • Questions – asking followers for their opinion on topics regarding the industry  
  • Stories – telling a story that happened within the business
  • Quotes – from prominent individuals within the industry or business
  • Contests – reward engagement 
  • Branded pictures – of products or services 
  • Videos – of the smiling faces behind the business 
  • Behind the scenes – explain aspects of the business the audience would be interested in

These types of posts should be coupled with creative post copy that includes features like offers, games, or surveys.  

How to make posts

Coming up with posting ideas can be the hardest part, which makes starting a post even more difficult. Once creative minds get together to come with ideas based on the common posts, creating posts with sites like Canva is a breeze! There are tons of templates for just about any event, and the social media posting sizes are already included. There are many sites that provide similar services, though Canva has 

When to post 

Post engagement depends on a few factors, one of which is the quality of posts and another equally important piece is post consistency. A HubSpot survey found that Facebook is the best platform to receive the highest ROI. Obviously, if a company has customers in the construction industry they’d want to reach their audience early in the morning. 

It’s important to schedule posts to be sent out at times when your audience will be online.  Though when it comes down to it posts that receive more engagement will be pushed to the top of the user’s content. Posting 3-4 times a week is a consistent amount of posting that won’t overwhelm your audience and It shows Facebook that a business is actively reaching their audience. While there will never be an exact time that all of an audience is frequently active on social media, through Facebook analytics admins can find the optimal time that an audience is present on social media. These analytics are refreshed on a weekly basis which makes split testing posting times easier to track.  

There are specific platforms that are great for scheduling posts. These tools help to backlog posts. Backlogging posts helps to prevent a dry spell when content is lacking. While tools like SocialPilot, Loomy, and Hootsuite, are great for creating bulk content, it’s easy to forget about posting in the moment. Sharing genuine content as it occurs and commenting on recent news shows that a company is active on social media instead of letting it handle itself.  

Facebook groups 

Organic reach from a Facebook page tends to be slim even if a business is doing everything right. This is where Facebook groups can come in handy. Facebook has made a big push towards engagement in groups. Being a part of groups is a great way to solidify the fandom surrounding a business.

Tips for managing a Facebook Group 

  • Listen to the group. If they have a problem it is a problem other customers might have as well.
  • Set specific rules for the group 
  • Push others toward joining the group through Facebook, email, and other social media efforts
  • Continue to innovate. Don’t let the content get static
  • Offer exclusive product sales, releases, and perks
  • Stay updated on industry trends
  • Build awareness for audience events 

Joining others can help businesses to direct audience members to their page and inevitably to their products and services. 

Analytics

Facebook’s analytics page gives admins tons of useful information.  Data points about a business’s audience can help to shape content, posting times, the overall tone of the Facebook marketing efforts, and they can help put the return on investment into perspective.  

Facebook has two different analytics dashboards that provide a true view of the users that interact with a business page.  

    • Facebook Page Insights – displays how users engage with a business’s page and allows admins gauge improvement over time 
  • Facebook Audience Insights – explains the audience that follows the page.  Understanding what demographics a company attracts makes it much easier to direct ads.

Advertising 

Beyond drumming up organic traffic, there are many cost-effective and precise methods of advertising through Facebook. With such a vast audience and the tools to reach them, advertising on Facebook is a no brainer. Outside of drawing customers to engage with a company’s brand, Facebook ads can generate leads, direct those leads to the TOF, and help to increase sales through measurable growth. While Facebook is a social platform users are now very accustomed to seeing advertisements (which has its benefits and drawbacks).    

Boosting Facebook posts

Boosting a post is the entry-level advertising option that Facebook has. It’s considered an ad because, well, it’s paid promotion. Though in all reality it’s a normal post that the admin wants to reach a larger audience, and for a one-off ad this might be perfect. Boosted posts are good for Page likes, comments, shares, Brand awareness specifically. For instance, a post that highlights an employee or customer who went beyond what was asked of them would be a great post to boost. Not only does it highlight the individual, but it draws attention to the fact that individuals really care about a company.  

Facebook Ads

Through Facebook, businesses can reach a massive audience that is refined to the intended recipients. Ads are the creative content and copywriting that is directed to specific audiences within the platform. Facebook ads reach people through a wide range of ad formats. There are a handful of different ad types that Facebook offers such as carousel, slideshow, image, video, lead generation ads, and more.  

Two of the most powerful tools Marketing tools are Facebook’s Ad Manager and the Facebook Pixel. Facebook’s ad manager is the bridge between the agency and what the audience sees when the ads are live. Through this platform ads, managers monitor how ads are performing and facilitate improvements. The Facebook Pixel helps direct audience members back to a business’s site and direct new leads to a business’s site. Both of these tools are crucial parts of Facebook ad agencies. 

In collaboration with Facebook ad agencies, businesses can grow their audience and increase profitability through measurable growth. Agencies have tools that can heighten performance, additionally, they receive reports that make it easier to tweak individual campaigns and improve their reception and engagement. 

Specific ad campaigns can be created for

  • Directed sales –  to send customers to specific items or services 
  • In-store sales – to create awareness and direct more people to brick and mortar shops 
  • Reach – to improve the number of people that hear a brands message
  • Traffic – to increase site traffic, app engagement, and Facebook page reach
  • Engagement – to increase interactions with a business page (shares, likes, comments)
  • Brand awareness – to increase understanding or interest in a brand/ business
  • Lead generation – to simplify and direct people that are interested in a business to that business’s app or site to sign up / get more info
  • Messages – to add a personal touch by improving engagement with customers. Messages can also help collect leads and increase sales
  • Video views – businesses can direct customers to video that they are likely already interested in. 
  • App Installs – to increase the number of users that install a business’s app

Facebook ad agencies specialize in managing ad campaigns, creating ad content, tracking conversions, and reformulating ads based on audience reception. These agencies facilitate growth within a business by using Facebook’s tools to their utmost potential.  Before getting started most agencies will have a vetting process with a potential client to define goals and objectives. If both parties decided to continue the process the next steps tend to be variations of the following –  

  • explain how the ads will promote the business based on the agreed-upon goals 
  • agencies may conduct a competitor analysis for the client
  • talk about concerns on both ends and answer question
  • create copy and graphics to fit the campaigns
  • reevaluate based on the results

Whether businesses work with an ad agency or rely on in-house skills, having a dynamic social media presence and a detailed strategy behind it to help promote the business is vital for a profitable business today.  

The Holler Creative is a digital marketing agency that fuels business growth by blending creativity and data-driven marketing strategies. We would love to help to grow your business with Facebook Advertising – Start today.

Few businesses have the time or resources to devote to digital marketing because they’re focused on running their business, not growing it.  Facebook ad agencies are equipped with experts who can manage ad creation, analytics, and research the best practices. 

Facebook ad agencies utilize business goals to create unique strategies specifically for businesses. They then use this strategy for success to create messaging, graphics, and videos that are designed specifically to reach a target audience. 

Most agencies tend to specialize in certain industries, especially new ones.  Common industries include – salons, real estate, restaurants, retail, gyms, etc. Though the older the Agency the more they can explore past initial industries, or refine their niche. Each industry will have varying differences that necessitate expertise and research. 

With a Facebook Certified agency a business can be sure that they are working work an organization that is well versed in Facebook advertising. Additionally, this certification gives agencies access to various perks that flow through to their clients. This certification is preceded by tests and tutorials to properly train agencies.   

What are Facebook Ads?

Through Facebook, businesses can reach a wide audience that is refined to the intended recipients. Ads are the creative content and copywriting that is directed to specific audiences within the platform. More than two billion people use Facebook each month, and due to this Facebook ads are the most cost-effective method for reaching the audience a business wants to draw in. 

Facebook ad agencies reach people through a wide range of ad formats that Facebook utilizes. There are a handful of different ad formats that Facebook offers such as carousel, slideshow, image, video, lead generation ads, and more.  

What does a Facebook ad agency do?

Before getting started most agencies will have a vetting process with a potential client to define goals and objectives. If both parties decided to continue the process the next steps tend to be as follows – 

  • explain how the ads will promote the business based on the agreed-upon goals 
  • agencies may conduct a competitor analysis for the client
  • talk about concerns on both ends and answer question
  • create copy and graphics to fit the campaigns
  • reevaluate based on the results

Data points for success

Facebook ad agencies work with clients to boost CPC (cost per click) and CRO (conversion rate optimization). This is done by identifying what drives engagement with specific audiences and curating content that is then directed to that audience through the Facebook platform.  

CPC (Cost Per Click) is basically how much does it cost for a lead to click on an ad. This number will vary depending on factors like the saturation of the market, the audience size, and a plethora of other elements. The goal of an intentional agency is to lower that cost, which benefits the agency and its clients.  

Lowering CPC on Facebook can be done by – 

  • Making sure the ads are relevant to the intended audience. The relevance of an ad is given an algorithmic score and fine-tuning ads can increase this score. The more relevant an ad is to the audience the cheaper it is to send out.    
  • Increasing the CTR (click-through rate). The click-through rate is the number of audience members who click through the ad. Increasing this number can be done by making sure that the ad fits the target audience and the buttons are appropriate. For example, using a “Shop Now” button instead of a “learn more” button could increase leads when trying to attract cold leads. 
  • Making sure the ads are highly specific
  • Retargeting the customized audiences from previous ads
  • Split testing images and copy to identify the best combination

Conversion rate optimization (CRO) is the system by which agencies increase the number of users who make the desired outcome when visiting a website. This could mean they buy a shirt, take a survey, or fill out a form. CRO involves finding out how to move leads through a site and taking the desired actions.

Increasing CRO through Facebook can be done by – 

  • Researching the demographics of a target market and making sure the ads are relevant to them 
  • Testing different demographics to make sure the audience is correct. 
  • Using the correct ads to help the audience make the target decision.

Through based on the continual research, agencies are able to draft copy that draws in potential leads. It may sound obvious but the text included within an ad is extremely important and there’s a science behind it. For instance, different ad copy will draw in audiences. Some copy might work perfectly for an audience and might not work at all for another audience. 

Agencies who produce great ads are intentional about the call-to-action. Ads need to be intuitive.  Users won’t assume what the intended action is. Facebook ad agencies also understanding the importance of copy length – less is more. Making sure the copy in the ad lines up with the images in the ad. Take into account that an audience member might see the image before the ad copy and vis versa. 

These leads can also be attracted through graphics and video that is created with the same research and placement and demographics in mind. Savvy agencies will use other colors that contrast Facebook’s Blue and white layout to stick out and use other tactics.

Eye-catching ad graphics include-

  • A clear explanation of the value of the ad (ex FREE MONTH TRIAL)
  • Subjects that grab the attention of the user (puppies, babies)
  • Images that are funny or different 
  • Prominent logos
  • Happy people

Carefully crafted video ads have the same amount of research as any other and it can be the most powerful tool in an agencies’ tool belt. While these take time to film and edit video is a huge portion of the content on Facebook. In fact, 3 billion hours of video is watched on Facebook every day. Studies have shown that people are overwhelmingly more motivated to purchase a product after watching a video.

Attractive Video ads do the following- 

  • It’s genuine
  • It educates the audience about the product or service
  • It’s entertaining
  • The call to action is clear

Certified Facebook ad agencies 

The Facebook Blueprint certification is an example of the dedication to the service of offering advertising for serious clients.  The certification requires hours of training. The courses cover topics such as Implementation, strategy, ad data analyzation, and others. 

The certification proves to customers that an agency can be trusted and they know how to manage a customers ads. The tests measure how proficient an ads manager is as they test their skills in different ways.  

Agency tools

Facebook ad agencies have other tools outside of a team of experts to write, create, and research. Two of the most powerful tools are Facebook’s Ad Manager and the Facebook Pixel. Facebook’s ad manager is the bridge between the agency and what the audience sees when the ads are live. Through this platform ads managers monitor how ads are performing and facilitate improvements. The Facebook Pixel helps direct audience members back to a business’s site and direct new leads to a business’s site. 

Both of these tools are crucial parts of Facebook ad agencies. 

In collaboration with Facebook ad agencies, businesses can grow their audience and increase profitability. Agencies have tools that can heighten performance, additionally, they receive reports that make it easier to tweak individual campaigns and improve their reception and engagement. 

A/B testing different campaign configurations is an extremely important tool agencies utilize. When used in conjunction with retargeted audiences, and conversion optimization agencies can help to promote predictable growth and income.  

Agencies take advantage of different kinds of ad offerings and create ads that fit the audience and specifications of these Facebook ads. To fit the goals of the client agencies take advantage of the newest Facebook offerings and implement creative content to fit. 

They are notified of the most current updates to the Facebook Ad platform.  Agencies are equipped with tools for learning and have access to 1 on 1 support.  Facebook ad agencies use specific campaigns to direct users towards specific actions, such as – 

Specific ad campaigns can be created for

  • Directed sales –  to send customers to specific items or services 
  • In-store sales – to create awareness and direct more people to brick and mortar shops 
  • Reach – to improve the number of people that hear a brands message
  • Traffic – to increase site traffic, app engagement, and Facebook page reach
  • Engagement – to increase interactions with a business page (shares, likes, comments)
  • Brand awareness – to increase understanding or interest in a brand/ business
  • Lead generation – to simplify and direct people that are interested in a business to that business’s app or site to sign up / get more info
  • Messages – to add a personal touch by improving engagement with customers. Messages can also help collect leads and increase sales
  • Video views – businesses can direct customers to video that they are likely already interested in. 
  • App Installs – to increase the number of users that install a business’s app

What demographics can agencies use for targeting?

    • Location – Where is the business’s existing audience and where do they want to draw customers from? Ads can be specifically targeted to existing customers and potential leads.
  • Demographics – Agencies decide demographics depending on the user’s gender, education, job, and more niche options. 
  • Interests – Interests can dictate who the ad reaches as well – everything from DIY projects to food video preferences can play into how an ad is sent out 
  • Behavior – direct ads depending on the purchases or users and device usage
  • Connections – Ads can also be refined based on their connection to Facebook page

Why are Facebook ads so important?

Facebook by far the largest collection of users on one platform, in fact, Facebook receives more ad views than it’s three competitors combined. This means instead of trying to stand out in front of an undefined audience, whether that’s a billboard or radio ad, with digital ads businesses can choose the exact demographics that reflect the intended audience.  

If a business is active on Facebook users tend to only see 6% of all the posts that go out, and it’s projected that number will eventually decline to 0%. If users don’t see a presence on Facebook they’ll assume they aren’t interested in growth or engagement with their audience.  

Advertising is the most cost effective it has ever been based on the amount of specialization and refinement that can go into isolating an audience.  As of right now, 5-10$ is the average CPM (cost per impressions) for reaching 1,000 impressions. Keep in mind that while 1,000s of people might pass a billboard in a day there’s no way to know how many people with-in a targeted audience even saw the ad.  

Facebook advertising can see quick results, businesses can be seen by thousands of users in the course of one day. This awareness can be used to change audience perceptions and inform users about new offerings they could potentially be interested in. Especially for businesses with any sort of e-commerce Facebook advertising is a must if it isn’t being properly utilized.  

Facebook ads cost drastically less than TV advertising while reaching similar audience sizes. Considering that traditional forms of advertising don’t tend to have measurable analytics, digital marketing is a fine-tuned instrument in comparison. Again, audience targeting can be honed based on the age of users, what activities they enjoy, where they live, their relationship status, etc. Utilizing a team of professionals to create specified ads can make it easier for businesses to focus on their day to day operations.  

Businesses that opt to to really invest in Facebook ads will find that they can focus on the day to day operations while ad agencies do the leg work. The benefit of being able to predict measurable growth and scale a business based on this growth cannot be overstated. 

The Holler Creative is a digital marketing agency that fuels business growth by blending creativity and data-driven marketing strategies. We would love to help to grow your business Facebook Advertising – Start today.

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