Editor's Note: Ted Chong is a Business IT expert and director at Ice Cube Marketing, where this infographic was first published. Today he joins to share his insight on using Facebook advertising to generate leads.
It’s statistically safe to assume you are a Facebook user and you don't buy every single item advertised on the social media platform. In fact, you may not have ever purchased something advertised on Facebook. This is largely because, although it presents an incredible opportunity for targeted marketing, many companies fail to use Facebook effectively by correctly tailoring their ads to an ideal audience.
Advertisers sometimes forget that Facebook is primarily a social network, rather than a commercial platform. As advertisers competing in a content barrage with endless cat videos and selfies, we need all the tricks we have to stand out.
In this infographic, we summarize the most important factors in Facebook advertising. By following good strategy, you can take advantage of Facebook's diverse audience, and reach the people who matter most.
Here are some key takeaways:
- When choosing your audience, remember that Facebook has more data about them than you can imagine. Make sure you go beyond broad interests, and select nuanced criteria.
- The best results on Facebook occur with low-commitment, foot-in-the-door offers with subsequent upsells. For the B2B market, free demo/consultations/eBooks/trials work very well. For B2C, events/workshops/samples/discounts/contests can do magic.
- In your ads, using feeble words just doesn't cut it. Use power words that short-circuit the brain and demand attention.
- If you hope to generate leads, go for website clicks or conversions as objectives that Facebook's algorithm can optimize for.
A case scenario: I gave away a free SEO checklist to my audience and it attracted around 200 opt-ins from Facebook. Some of them ended up buying my service, and I made 3-4 times my adspend - not to mention that I got to build my email list at the same time!
There's no one-size-fits-all foolproof strategy. Everything from your offers to your ads hinge on your audience's wants and needs; the winner is the one who understands her audience better than her competitors. By taking the time to learn, strategize and focus your criteria, Facebook advertising can be a very lucrative boost to your business.
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