Facebook advertising is an incredible way to generate exciting new leads for your business. Yes almost 2.5 billion monthly active Facebook users worldwide which means you have a chance to reach a large audience if you play your promo cards right.
Another benefit of this platform is the relatively low advertising costs. In industries, average cost-per-click for Facebook ads is $1.72 . It is quite possible for a small business to achieve amazing results by spending just $100 per month on Facebook ads.
But the secret to getting the most out of a small investment in Facebook ads is creating campaigns that actually work. And to generate leads using Facebook ads, you need to take a step back and review everything you thought you knew about advertising.
Restate how you think about advertising
When you think about advertising in print, television, or radio — the more traditional means of advertising — you probably picture an ad selling a particular product. However, this sales-focused message that has worked for decades in other channels won't yield real results on Facebook.
People expect to be sold by a TV or radio advertisement or in the direct mail they receive. But they enter Facebook for a completely different reason. People go to Facebook to build connections and community, not to market. So your Facebook ads need to focus less on “buying my stuff” and more on creating content that builds awareness and trust about your brand.
When people see helpful content from your brand on their feed, they will know, like and trust your business . You establish yourself as a source of knowledge and become more like a trusted friend than an anonymous, self-righteous salesperson.
Start with great content
So the place to start on Facebook is not with a sales pitch, but with meaningful content. To identify the content topics that will impress your audience, Let's start with keyword research .
Take a look at your existing content and see what search terms are causing people to find it. Use Google Search Console you can access a list of real-world search terms people are using to explore each page of your site.
Look for patterns in the types of queries that lead to your content. And look for intents in those queries. Understanding the purpose or reasoning behind a person's search term can help you create new content that meets the needs and desires of your potential customers.
Competitive research can also be helpful in this pursuit. Identify gaps in your competitors' content offering or find ways to expand on the successful content they've already created. It's a great way to give your audience what they want.
Make sure the right audience
You know the old saying about the tree that fell in the forest and no one around to hear it? The same principle applies to your online content. If no interested parties are around to see your Facebook ad, it won't move the needle and generate leads.
Let's say you own a home remodeling company. No matter how great your content about getting ready for a remodel, if it's seen by only a handful of tenants who aren't part of your service's market, you can splurge on your advertising dollars. down the toilet (newly installed).
Once you've created meaningful content, you'll turn to Facebook to share it with the world. Start by sharing your content organically on the platform by posting on your Facebook page. For your advertising purposes, you'll want to focus on the pieces of content that get the most organic engagement. When a notable portion of your existing audience likes and comments on a particular piece of content, that's a sign. You know you've achieved something that really resonates with your ideal audience.
From there, you can promote posts with Facebook through their advertising platform. The use of their custom audience tool allows you to show your content only to people who are likely to find it relevant. Meaning, if your business is a remodel, you can target your ad spend at people in certain neighborhoods, age groups, and even people Facebook knows. recently bought a house.
By promoting your posts, you extend your reach beyond your existing followers. And by promoting to a custom audience who look like your current best customers, you ensure that you're getting the biggest ROI on your advertising investment.
Keep track of your best prospects
Once you've pushed your content forward, it's time to monitor how it performs to the wider world. Facebook provides detailed analytics that let you see how people are reacting to and interacting with content. They will show an organic vs paid reach breakdown. Also, you can see the likes, comments and shares on the post.
You will also want create and install a Facebook pixel on its website. This tool allows you to track customer behavior on your website. Adding a pixel allows you to see how your Facebook ads are affecting potential customers' behavior on your website.
With these analytics in hand, you'll want to keep an eye on the leads who are showing the biggest promise — the people who are engaging with your content and discovering your site. When someone expresses that interest, give them the next step to convert.
This should be promotional content inviting them to try it out. Show them an ad for a free trial or evaluation. By serving these ads to people who have already expressed interest in your brand, you're once again increasing your advertising ROI. Save serious promotional offers for your serious leads and you'll be more likely to get a higher conversion rate.
Facebook advertising doesn't have to cost a fortune to get results. If you're smart about the content you create and the audience you target, you can generate impressive returns with a small monetary investment.
If you liked this post, check it out A Small Business Guide to Social Media ours.
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