The Marketing Strategy You Need Before Creating That Facebook Ad — GrowthxSplendid
Week 2 Review
By now, it is a known fact that Facebook as a social media has the highest number of daily users with about 1.88 billion users accessing Facebook everyday.
It also has over 90 million businesses using that space to achieve business goals. That already makes it one of the viable options for running digital adverts.
Digital advertising in general stands out from traditional advertising in many ways. With traditional advertising, you can settle for print media like banners, handbills, flyers, business cards, advertising in newspapers and magazines, and all other related advertising.
You can also decide to do audio, visual or audio-visual ads on television and radio. Traditional advertising is still relevant in this day and time. If you have a market that needs to be reached through these platforms, you should use them.
Digital advertising has become popular because it currently addresses the deficiencies of traditional advertising. With digital advertising, you can set a goal to be achieved and track the health and progress of the adverts.
You can set an advertising budget, share it across different target groups (customer segments), spread your advert across different platforms and see how each is doing. This can inform your decision on the platform to focus your efforts and money on. With traditional marketing, you only hope or act blindly.
But something beautiful has happened over time. With digital tools, offline marketing efforts can also be tracked. For example, having a QR code on a flyer can help you track the customers who get to know about you offline.
Google My Business is another way for your business to connect with your customers offline after they have found you online and known your location. This shows the intersection between digital marketing and traditional marketing.
Talking about customers finding you online, social media is another way for customers to find you. There are many social media channels — Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest — you name them.
Purposeful and Strategic Social Media Management
Customers finding you is one piece of the puzzle but how do you engage with your customers and interact with them for mutual benefits. Social media management comes handy here.
As opposed to popular opinion, social media management is not all about posting on social media. It is about being strategic with the type of content you post, the times you post, the hashtags you use, your frequency of posting and even the social media platform you choose to post on.
Wisdom is posting on social media channels where your target customers or audience can be found. Expending energy on platforms where your market doesn’t exist is a pure waste of precious time and resources.
Even after figuring out the social media platforms you should be on, context is key with posting content on social media. The content that works on one may not sit well with the other. Same content can be served in different ways.
To explain better, picture how the character limit for text on Facebook, Twitter and LinkedIn are different. LinkedIn has a professional tone unlike Facebook that seem a little relaxed. The way your business will communicate on these platforms will be totally different and that’s what context is all about.
With social media management, you need a strategy that includes clear goals and your plan to reach and track the goals. You also need to plan and publish your posts. Focus on quality content after knowing your audience. Infuse your brand into your content.
Remember that your brand is not just your logo. It includes your content as well. When you have a regular posting schedule, your audience knows when and where to expect to hear from you and they can look forward and keep coming back for more.
Social media gives you analytics so that you can refine your strategy, gain insights such as discovering the best times to post and the best platforms that work for you, and advertise.
It also helps you understand the behaviors of your audience. With time, you just might get some loyal following from a good number of people. From there, you can continue to build your brand online.
Organic reach is dead. Advertising on social media requires that you pay to get results. The logic behind digital advertising is that there are users and they are advertisers. Social media platforms are free for use for users but advertisers pay to reach the users.
Facebook Advertising is one of the most popular online advertising. It is also one of the most robust because it allows you to do so much with your ad campaign experimenting with different content types.
Facebook is a per-per-click (PPC) marketing channel, which means that you pay every time someone clicks on your ad. There are different forms of ads on Facebook: Image ad, Carousel ad, Video ad, and Collection ad (best for e-commerce).
How to Create a Facebook Ad
The first step to creating a Facebook is having a Facebook business page.
The second step is to create a Facebook Business Manager Account. You can do that by visiting business.facebook.com and following the steps thereafter to create your business ads manager. Also make sure you’re logged into Facebook.
You should see a panel for Campaign, Ad Set, and Ad when you have created it and are logged into it.
The next thing is to determine your ad goal. You can also call it your campaign objective.
On Facebook, Campaign Objectives or ad goals are divided into three (3) categories: Awareness, Consideration, and Conversion.
Under the awareness goal, there is brand awareness and reach. With awareness goals, your ad will have no call to action. Its purpose is just to create awareness; it is to make people know about your brand and what you do.
Under the consideration goals, there is traffic, engagement, app installs, video views, lead generation, and messages.
The conversion goals cut across catalog sales, conversions, and store traffic (for e-commerce).
Next, do the following:
- Choose your preferred goal and proceed to name your campaign (it is advisable to name your campaign in a way that it includes your ad goals).
- Set your budget and timeline.
- Choose your audience (this is your ad set; you can have more than one audience set).
- Select your ad placement (you can go for automatic or set the places you want Facebook to place your ads. If you choose automatic, Facebook will do this on your behalf).
- Finally, you can create your Facebook ad by selecting your ad format and ad creative. Thereafter, you populate the information for the ad copy.
You’re done! Publish!
You just created your first Facebook Ad!
Test this and let me know how it goes.
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Have you tried creating a Facebook Ad? Share your experience with me in the comments.
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Thanks for coming this far and reading through to the end, and thanks to GrowthxSplendid by Splendid Uchechukwu.