Last week I discussed the different types of Facebook ads available. Today, I’m going to cover how you choose among the options.
- What are your goals?
Like with any ad campaign, before you begin you must first establish goals or what it is you want to achieve with your campaign. Goals can be to drive leads to your website, increase store visits, or encourage attendance at an event, etc. Know your goals and then build your ad campaign around them.
- Which ad type(s) are relevant to your goals?
Now that you know your goals, take a look at the list I published last week. Which ones are relevant to your goals? You can see how this narrows things down for you, making your work easier and far more targeted. Another thing you’ll quickly notice is that more than one ad type will apply. Great! Make use of all of them! This is a great opportunity to gain some valuable analytics, testing one Facebook ad type against another to see which one(s) work best for your needs.
- Whom are your talking to?
You must know who your target audience is and then speak to them directly. Create compelling ad copy that addresses their needs, concerns, interests, etc.
- What is your call-to-action?
Facebook can help here. They supply you with different calls-to-action you can use on your ads. This is another opportunity to test different calls-to-action to see which works best for your prospect.
- What does your ad need to look like?
Facebook’s Ads Manager tool can help you with this one too by offering an array of options for your ad design. Not only can you choose between image, video, photo grid, and carousel layouts, but you can also customize your ads for mobile and desktop audiences. And, make sure you vary your design. Don’t use the same template for every ad.
- Test, analyze, and repeat.
The real beauty of digital advertising is that it makes testing, analyzing, and optimizing future ad campaigns relatively easy. If you want a high ROI, you must study your data analytics over time and make the proper adjustments.
Armed with these six tips, you should be in a strong position to begin your Facebook advertising. Remember that successful advertising is all about proper layering. You need to get your message out on several different platforms. If you’re not currently advertising on Facebook, I encourage you to give it a try.
With statistics like these, it’s clear to see that Facebook ads are an effective way for you to reach new prospects where they are. Did you know there are different types of Facebook ads? They now have more options for advertisers that enable you to reach new audiences and retarget previous site visitors back to your brand. But, as is often the case, with more choices comes more confusion. Which Facebook ad types are best for you? To answer that question, here’s an overview of each of the different Facebook ad types.
13 Types of Facebook Ads
1. Brand Awareness Ads – Use brand awareness ads to introduce your brand to Facebook users. Make the ad captivating, so users will see it as they scroll through their news feed. The objective is to spark interest in your brand. Video is a good option for this one.
2. Website Conversion Ads – Think of this type of ad as a quick fix. While brand awareness ads aim for long-term attribution, this ad type encourages users to click on an ad to be directed to a specific page on your website for a specific purpose. Think “limited time only,” sign up for a newsletter, special sale, etc.
3. Lead Ads – This is a great option for inbound marketers because Facebook users can fill out lead generation forms directly within the Facebook app.
4. Lead Generation (Full Form) Ads – Typically with lead gen a user sees an ad on Facebook and clicks to be directed to a form on your website. They have to leave Facebook to access the form. This type of ad does away with that. With a simple click a form pops up. Once the user submits the form on the lead ad, they can click out of the ad and go back to browsing on Facebook. The data also integrates with your CRM.
5. Store Visits – Use this option when your objective is to reach users in a specific location. These ads target users in a specific geographic location.
6. Local Awareness – This option is similar to a store visits ad, but it works to drive brand awareness in a specific geographic region, similar to brand awareness but much more targeted.
7. Event Ads – You guessed it. This ad type works great when you have an event coming up that you’d like to promote. Use this ad type along with Facebook’s event feature to try to increase your attendance. However, if you’re looking to have users sign up on a specific web page, you should use website conversion ads.
8. App Install Ads – These ads are focused on generating new users. They highlight an app’s main functionality in the hopes users will choose to install.
9. App Engagement Ads – As the name suggests, these ads are designed to generate activity with your current users. App engagement ads are meant to generate activity two ways: by encouraging an app among your current users or highlighting app features for perspective users. The ad copy and call-to-action promote specific features rather than a download or install.
10. Clicks to Website Ads – This ad type enables you to direct users to specific website pages or blog posts. This type of ad has a variety of creative options available to it.
11. Offer Claim Ads – For these, you make an offer like grand opening sale, discounts, holiday specials, etc., and then direct users to a specific sign-up page on your website.
12. Page Like Ads – These are great for increasing your organic reach by asking users to “like” your page. Once a user “likes” your page, they will start receiving your organic content as it’s posted. This option works nicely along with other social platforms. And to get double duty from an ad, you can always include a “like page” option on any of the other ad types.
13. Post Engagement Ads – If you are a frequent poster on Facebook, you know which of your posts performed the best. This option allows you to take your top performing posts and expand your original audience by attracting interested users and showing them the kinds of posts they’ll receive if they follow you.
Keep these different options in mind when you’re using Facebook to market your business. Chosen wisely, Facebook ads are an effective marketing option.
There are more than 75 million millennials in the United States, making them (those aged 18-34) the largest population group in our country. And, that number is projected to increased to more than 81 million by 2036. Millennials are the most active and engaged users of social media platforms.
You can see why it’s important for marketers to learn as much as possible about this group to understand how to reach them. Buzz Marketing Group conducted a survey of multicultural millennials to learn more about their content consumption, purchasing, and social media habits. The results were very interesting as shown in the infographic below that ran in Adweek. You’ll see that 83% of respondents said they like when brands take a public stand on issues they feel strongly about, and 95% reported being loyal to brands they like.
It’s important to keep these statistics in mind when you are marketing to millennials if you want to get the best results from your strategy.
LinkedIn has been making some changes to their platform recently. In addition to a new look, they’ve also unveiled some new functionality. LinkedIn has made these changes to bring enhanced value in an effort to get its 467 million users to spend more time on LinkedIn. Let’s take a look at what’s new.
- Revised Home Page Look and Features
You’ve likely noticed that your LinkedIn home page looks different, but there are also some new features like less update streaming and more organic suggested content posts that will hopefully be of interest to you. LinkedIn is taking another cue from Facebook by giving you the ability to follow trending stories.
- More and Better Data Analytics
It used to be that in LinkedIn you could only see who liked one of your posts or if someone viewed your profile. Now, there are more ways to judge how users are (or aren’t) interacting with your posts. This is very valuable information.
- Streamlined Search Features
You used to have to go into each of the different LinkedIn categories – jobs, groups, etc. – to do a search. Not anymore. Now, you can do a universal search from whatever screen you are on, saving you time and offering greater convenience.
- Enhanced, Convenient Blogging Interface
You no longer have to navigate to LinkedIn Pulse to post a blog. Now, you simply click on the “Post An Article” option and follow the easy-to-use prompts to post your blog. The fact they’ve made this much faster and easier is good news because LinkedIn content consumption is on the rise, meaning your content posts here are getting more eyes looking at them. So, don’t forget to post content on LinkedIn.
- Chat Feature Coming Soon
LinkedIn has promised to launch a chat option very soon that will enable you to chat with other LinkedIn users without sending an e-mail or leaving the LinkedIn home page. This new feature will be similar to Facebook chat.
- Calendar Chatbot Scheduled to Launch
This new feature that is also slated to be coming our way very soon provides automated scheduling. It looks at two users’ calendars and finds a mutually convenient time for them to meet.
If it’s been awhile since you’ve checked out LinkedIn, I suggest you log on and see how this platform can help your business.
Yes, you “heard” that right. Today, I’m talking about audio and how it can enhance your marketing efforts. Despite the growing number of digital technologies, our affinity for audio continues. According to the 2016 Edison Research Infinite Dial report, online radio listenership has increased by 35% since 2005. And, if you’re thinking that audio is just for the consumer market, you’re wrong. Audio is a great opportunity to create branded content for the B2B market, too. Here are three ways you can include audio marketing in B2B:
1) Create Branded Podcasts
Podcast listenership is steadily rising, creating a significant marketing platform.
Source: Edison Research
Podcasts are similar to blogs in that you need to create content that delivers something of value. Tell your company’s story, interview experts in the field, educate on a specific topic…you get the idea. Come up with an editorial calendar and a plan for distributing your Podcasts. In a pinch, you can use blog copy and tweak it for a Podcast.
2) Create an Audiogram Snippet
This is the cutting-edge technology, aiming to make it easier to share audio. There are apps that enable you to clip up to 45 seconds of whatever you’re listening to and share it with whomever you choose. It turns audio into something bite-sized and shareable, which is pretty cool. You can also attach your own (minimal) copy to the audio snippet, if you’d like.
3) Try Facebook’s Live Audio
It launched in 2016 and has largely been under the radar since. But, that doesn’t mean it’s not effective. It’s also a good option if you are needing to broadcast live from a low-connectivity area that doesn’t support video. Just as with a live video on Facebook, listeners can discover live audio content in News Feed, ask questions, and leave reactions in real time during the broadcast – and easily share with their friends.
I encourage you to consider adding audio to your marketing plan in 2017. It’s a great way to reach your prospects (and loyal customers) in a new and impactful way.
Last week was all about the changes in television. Today I am concluding with a look at what’s coming in digital marketing.
Social media enables marketers to be evocative, entertaining, and effective in ways we never could before. The different social platforms help marketers change behavior and drive action very effectively. The biggest tip for good marketing is to always keep learning about what is new and how it can work for your business.