Marketing, Marketing & Sales, Social Media

Unleashing the Power of Facebook Advertising for Businesses

Last updated on April 9th, 2024 at 03:12 pm

It takes time, patience and persistence to learn how to create an effective marketing campaign on Facebook advertising. However, if you read through this simple article, you will be well on your way to creating the kind of success you deserve with advertising your business on Facebook.

Facebook is the biggest social media site in the world with over 1.65 billion active users. It would be foolish to ignore this enormous site when it comes to digital and online marketing. There are many proven ways you can use Facebook advertising to grow your business. In this article, we’re going to cover four of the most powerful ways.

These are the very tactics I use every day to help my clients grow their businesses. Firstly; it is “Boosting” your posts. This is probably the most under-utilized (and abused) feature on Facebook. Most people use it as a crutch instead of a strategic tool. That’s unfortunate because social post boosting is one of the easiest and most effective ways you can use to increase the reach of your posts on Facebook.

To explain it simply, what social post boosting does is it makes your post go “viral.” Viral in this context means that everybody who sees your boosted post shares it with their own friends… which in turn increases the number of people who sees your post. The way you use boosting is by choosing a few groups of people you think will be interested in the type of information you are sharing, and then share that information with those groups of people.

This is a MUST-READ for anyone who owns or operates a business online.

Here’s why: If you haven’t already done so, right now is the best time to get serious about marketing on Facebook.

Use Facebook to Reach People Who won’t Accept Your Offers via Email

There’s no better way to reach people than via social media. However, there is a difference between using social media for marketing purposes and using it as a tool for direct selling. If you use the right tools and techniques, you can use social media for both.

The biggest mistake people make is thinking that their posts are “private.” Once your post goes up on the Internet, it becomes public. And, if you aren’t using tools like Hootsuite, Ocoya, Buffer, etc.  you are missing out on one of the greatest opportunities to test the power of urgency on a massive scale.

3 Pointers to Starting a Firehouse of Traffic from Facebook Advertising

1. Who are your customers?

Knowing your target audience’s demography such as age, and gender can help you narrow down your options for advertising platforms. A more personalized message and the best advertising platform for your target audience will be possible as a result.

If you have a direct mail piece designed for a male audience, it will not work as well as a direct mail piece designed for a female audience. 

It’s the same with TV commercials. A commercial for a 48 year old man is not going to pull as well as a commercial for a 18 year old boy. It’s important to know your audience and what they like.
This way, you can create the most effective advertising campaign for them. It’s also important to know that you should not only think about age and gender when you are choosing your advertising platforms. Look at other things too, such as occupation, income level, marital status, number of children, hobbies, interests and so on.
All of these will help you to craft the best message for your intended customer.

2. When does Your Buyers come Online?

You should consider the time zone(s) of your prospective buyers. If your website is designed to sell to people in different time zones, you need to make sure the first thing you tell them is what time (daylight saving time) they can expect to get their hands on the product. This is particularly important if you are selling anything with a “shelf life” such as food or consumables. 

Suppose you are selling a book and you are trying to decide when to send your book to be sold. You should consider the time zone of your prospective buyers. If most of them are in the eastern time zone, you should send your book to be sold in the eastern time zone. 

This way, your buyers will be able to get their hands on the book the same day you send it to them. If most of your buyers are in the western time zone, you should send your book to be sold in the western time zone. This way, your buyers will be able to get their hands on the book five days after you sent it to them.

Time zone considerations apply to everything having to do with selling via the Internet. They affect what hours you should be open for business, what hours you should expect your orders to come in, and so on. 

Always think about the time zone of your prospective buyers. It will save a lot of aggravation down the road.

3. Your Facebook Advertising Cost and Budget

If you don’t know how much you should be spending on Facebook advertising, the first step is to figure out what you are already spending. Take a moment and think about everything you are doing to promote your website right now — from paid search ads on Google and Bing to social media posts and email marketing

Next, multiply that number by 2 or 3. That’s how much you should be spending to get the kind of results you want.

The first thing you need to do is to get a clear understanding of what you are spending now. Don’t guess. 

Figure it out so you know exactly how much you need to increase your advertising spending to make improvements. Once you know that, you can make an intelligent decision about whether or not to spend more money

Sometimes, when people are just starting out, they think that any amount of money will work. That isn’t true. 

To get good results, you have to spend more than you think you should.

Pros of Advertising on Facebook

This topic gets right to the heart of what most businesses don’t understand about advertising on Facebook. The biggest advantage is relevancy

Facebook ads can target people based on any interest they claim on their profiles. So if you sell a service that would be relevant to someone’s interests, there’s a much higher chance they will see your ad and be compelled to click on it. 

Also, Facebook lets you test different headlines and body copy so you can find the one that performs best.

The other big advantage is that you can test. You can test the copy against different audiences. You can test various images. You can test the time of day your audience is most likely to view your ad. You can test CPM (Cost per impression). You can test different geographic locations, as well as demography. There’s a lot you can do to make your campaign as effective as possible.

But the biggest advantage of all is relevancy. If you are selling something people want, they will respond. But if they don’t want what you are selling, they will ignore your ad. There’s no way around this. It’s one of those harsh realities of marketing. You must provide value to your prospects if you want them to buy from you.

That doesn’t mean you have to give them something for nothing. Not at all. 

What you do need to provide is enough value so they are willing to pay you for what you are selling. Let’s say you are selling information on how to lose weight. One way to provide enough value is by giving them specific, actionable tips on what they should do to lose the weight. 

Another way is by giving them a specific formula that enables them to determine how much weight they should lose in order to achieve a certain body fat percentage.

 

Cons of Facebook Advertising

Facebook ads are a great way to reach your customers and get your message across. However, there are certain things you should know before you spend any money on Facebook ads

Here are a few; 

First, it can be hard to test different versions of your ad without breaking your ad rank (the amount of traffic your ad receives). This is where having a savvy Facebook, Google AdWords or Amazon Ads expert like me to help you out.

Also, you should know that even if you test different headlines or copy, you may find that your conversion rates change only slightly. What I mean is that you may discover that changing the headline from “Win $1,000,000” to “How To Win $1,000,000” increases your sales by 10%. Not much, right? 

But what if that 10% increase in sales translates to $100,000 in increased revenue for your business?

Ouch! That’s a big hit to your bottom-line, isn’t it? 

Well, fear not because the following cons of Facebook advertising are real, but they are also easily avoided.

The First con is Relevancy

Most people who use Facebook are “lurkers.” 

In other words, they aren’t really interested in what you have to say. They just “check you out” to see what you are all about.

And, since they aren’t really interested in you, they aren’t very responsive to what you are selling. What this means is that even if you write the most compelling ad copy you can, it won’t do much good if your target market is not even interested in what you are offering.

The solution?
Target your ads to people who have some interest in what you are selling.

How do you do this? Easy. 

Use Facebook’s targeting options to zero in on people who are most likely to be interested in your offer.

The second con of Facebook advertising is cost.

As I mentioned earlier, one of the things you can do if you don’t have a lot of money to spend on advertising is to test different headlines or Ad copy.

Well, guess what? 

If you do test different headlines or copy, you will find that changing the copy slightly will often have a dramatic effect on your conversion rates. This means that testing different headlines or

 

Conclusion

In conclusion, one of the main reasons people don’t buy from you is they simply don’t know you exist! They have no way of contacting you, they have no idea what you’re about, and they certainly don’t know if you are credible or not. 

So the first thing you need to do to increase sales is let your potential customers know you’re real and active.

Facebook advertising is the fastest growing marketing channel in history and it can be an important tool in your overall marketing toolkit. But like anything else, it can also be misused.

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