Facebook Advertising The Precision
WHAT IS FACEBOOK ADVERTISING?
Facebook has developed a sophisticated Advertising platform that allows businesses to target their audience based on age, gender, relationship status, “liked” pages, general interests, and much more. These targeting features ensure your content is displayed to a highly targeted audience, and is an essential strategy that we pair with each of our Influence Marketing programs to ensure maximum reach.
Running effective Facebook (or Influencer) campaigns starts with defining your audience group. These groups could be based on age, gender, relationship status, education level and/or career, general interests, or “Liked” pages.
Once the audience groups have been defined and segmented, it’s all about creating messaging and a content strategy that will resonate within that community. It sounds easy in theory, but it’s much more difficult in practice. As of 2016, humans have a shorter attention span than a goldfish (6 secs vs. 10 secs). With that in mind, it’s very difficult to capture and maintain someone’s attention… Are you still reading? Great.
In order to create an effective message, you need to define what motivates a particular audience group. Are they looking to be entertained? Or perhaps they are looking to be educated and informed? You also need to consider the tone of the message. Once you’ve identified your audience and created the perfect message, it’s important that the users you are targeting are driven towards a conversion friendly landing pages. After all, the best marketing in the world cannot overcome a poor landing environment and/or web experience.
The landing environment of your Facebook and/or Instagram Ads should have consistent messaging and imagery, and it should provide a logical next step. That could include filling out a form, placing a phone call, downloading a piece of content, registering for an event, or joining the community.
WHY IT’S IMPORTANT
Facebook is the largest social community on the internet. With over one billion members, the average user spends between 20 – 40 minutes per day on Facebook.
As marketers, the goal is to capture the attention of your audience and persuade them to see the value in what you have to offer. Given the magnitude of the community on Facebook, it only makes sense to have a formal advertising strategy through this platform.
Perhaps more importantly, Facebook has strategically diminished the reach of “organic” content. This means that a large percentage of your brand’s, or your influencer’s, community will not see the information you post in their newsfeed. So Advertising budget is required to amplify your message to a broader community.
“The best Facebook ads look and feel as relevant and timely in your News Feed as the posts you see from your friends..”
– Mari Smith