Sep 25. • 8 min read
Ready to upgrade your Facebook marketing strategy for 2019?
Now could be a great time to make some changes to your social media advertising funnel – particularly if you’re ready to start investing more effort into audience engagement.
Facebook isn’t the newest or most trendy social media platform on the market, but it still reigns supreme as the number one place to get audience attention. Around 1.56 billion people log into Facebook each day – which is equivalent to five times the population of the United States. What’s more, the number of Facebook users just keeps climbing up.
It’s more than just the quantity of people on Facebook that makes it such a valuable place to visit. It’s the quality too. The average user spends at least an hour a day on Facebook, which means you have more opportunities to connect with your customer.
So, how do you start making a real difference to your social campaigns?
The following Facebook ad strategy ideas will help.
1. Get to Know Your Facebook Demographics
By far, one of the easiest ways to improve your Facebook ad strategy is to get to know your Facebook demographics. Understanding who is available on Facebook and what your current audience breakdown looks like is crucial to determining how you should be collecting attention online.
Fortunately, Facebook offers one of the most sophisticated ads targeting solutions available today. If you’ve already dedicated some time to building user personas, then you shouldn’t have too much trouble implementing them into your Facebook marketing ideas.
The key to success is to go as niche as possible, without alienating too many customers. For instance, there’s nothing wrong with targeting dog owners in a specific part of the US, but if you start targeting dog owners who have lived in a particular street for the last five years, you might be going too far.
2. Look for Ways to Boost Engagement
There are plenty of different metrics that you’ll need to track on social media to ensure that you’re getting the most out of your inbound marketing strategy. For instance, you’ll want to make sure that your posts are driving people back to your website and increasing traffic. It’s also crucial to ensure that the investments you’re making into Facebook are driving ROI with conversions.
However, the most important metric for most Facebook marketing in 2019 is “engagement.” The more engaged your audience is by your Facebook posts, the more likely they are to share your content, connect with your brand, and buy your products. Engage your audience by:
- Asking questions: Find out as much as you can about your target customer and show them that you’re interested in their opinion.
- Running competitions: Give people the chance to win something if they share your post or drive new followers to your page.
- Using polls and surveys: Ask people to vote on things that are relevant to your business – like what color they’d like to see for a new dress in your clothing line.
3. Make the Most of Video Posts
Video is one of the most exciting forms of content on social media today. It’s quick, easy to consume, and much more convenient to interact with when you don’t have the energy to read at the end of the day. The key to success with video in today’s marketplace, however, is to make sure that you’re not posting too much content at once.
Short snippets of video that only last a minute or less are generally the most popular for the Facebook newsfeed. The chances are that you’ve already seen countless examples of this on your own Facebook profile, from companies sharing videos that cover makeup techniques and baking tips.
The great thing about short and enticing video posts in your Facebook funnel is that they’re also very cost-effective and easy to make. All you need is a little bit of expertise from a graphic designer or a camera on your phone and you’re ready to go. Remember, the number of daily views on Facebook videos is around 8 billion at the moment! Check out companies like Buzzfeed for inspiration on how to master the art of the short-form video:
4. Get the Timing Right
Facebook, just like every other social media channel, is continuously evolving and improving. If you want to make the most of this tool, then you need to track, analyze, and optimize your campaigns. Fortunately, there is in-built analytics available through Facebook that allows you to do this. You’ll be able to see exactly how much engagement you’re getting for specific posts, and what kind of content your audience likes most.
It’s also possible to improve your analytics efforts by using additional tools like Hubspot. The more information you can gather, the easier it will be to enhance your marketing campaigns and get the most return on your investments.
Remember to pay attention to when you should be publishing your posts too. While some studies suggest that the best time to post on Facebook is on a Wednesday between 9 am and 3pm, you’ll get better results if you simply find out when your target audience is most likely to be online. Visit your Facebook funnel analytics page to see what times in the day your posts get the most views, engagement, and comments.
5. Take Advantage of Tools Designed for Marketers
The Facebook team understands that there are plenty of companies out there, struggling for Facebook marketing ideas. That’s why they’re constantly rolling out new tools to help you upgrade your advertising strategy. If you’ve been looking for an exciting new way to make your material stand out, Facebook recently began experimenting with Augmented Reality tools for advertisers in Facebook News Feed ads – this could be an exciting way to capture your customer’s attention.
If you’re selling sunglasses, makeup, or fashion items, Facebook AR will allow your audience to test things out before they buy them, straight from their smartphone.
Check out what Sephora did with the AR tool here:
There are also plenty of other ways that you can spruce up your Facebook ad strategy too, like adding gifs, filters, and stickers to the mix. Just remember that any kind of advertising you do on Facebook should be tailored to suit your target audience. Additionally, you should only ever pay to promote your best content.
6. Let Your Personality Shine Through
Sometimes, companies spend so much time trying to be professional and credible in their Facebook funnel, that they forget how important it is to let their friendlier, more human side shine through. When people connect with you through social media, they want to see the people behind the company. That means that you need to be willing to let your walls down a little bit.
If your Facebook marketing strategy up until now has been a little dry, ask yourself how you can connect with your audience on a deeper level by:
- Sharing Emojis: According to reports from AdWeek, about 92% of online users are currently using emojis – often because they feel that they describe their feelings more accurately than words.
- Experimenting with memes and gifs: If it’s appropriate to your brand, memes and gifs can help you stand out on Facebook, particularly if you’re appealing to a younger audience. They also improve your chances of having your content shared.
- Trying out live video: We’ve already mentioned that video is a great way to earn attention on Facebook – but live video is something else entirely. With live content, you can give your customers an authentic glimpse behind the curtain, into the truth of your brand.
7. Encourage Employee Advocacy
Finally, remember that advertising your business on Facebook doesn’t just have to mean creating a corporate profile and pushing out plenty of fresh content. In today’s highly competitive marketplace, your employees can be your biggest cheerleaders, convincing customers that you’re worth their time. According to social reports, around 72% of people say that they feel more connected to a company when they can find information about that brand through employees on social media.
Employee advocacy helps to build on the authentic human element of your company’s profile on social media by showing that there are real people behind your business. Whenever you can, try and convince your team members to share brand stories on their own personal profiles. Don’t be afraid to shine the spotlight on your employees from time to time, too, with brief social media takeovers.
Make the Most of Your Facebook funnel in 2019
It’s never too late to start working on your Facebook ad strategy.
While Facebook isn’t the newest social media platform on the block, it’s still the channel that you need to start with when you’re building a presence online. Facebook gives you the most comprehensive access to the broadest range of customers and gives you endless opportunities to develop your brand reputation.
If you want to learn more about using Facebook marketing to enhance your business, check out the following infographic below for tips and tricks on how to make the most of your Facebook funnel.
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