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There was a time in the not-too-distant past when the term “social media” was synonymous with Facebook. But, with the rising popularity of social media platforms like Snapchat and TikTok, many small business owners are left wondering whether investing in ad campaigns on tried-and-true platforms like Facebook is wise.

The short answer is…absolutely.

Consider this—Facebook was the number one social platform for Australians in 2021, with a mind boggling 17 million unique active monthly users. Add to that the fact that two thirds of Aussies use Facebook regularly and 50% report using the platform daily, and there’s no question that Facebook ads should be an integral part of any social media marketing campaign.

To help you get the most bang for your buck, we’re breaking down 5 strategies that can help you leverage Facebook ads to boost your business.

1. Pinpoint Your Facebook Ad Goals

What is it you hope to achieve with your Facebook ads? Greater brand recognition? More followers? Increased revenue?

Recent research indicates most marketers invest in Facebook ads for one of three reasons: to increase brand awareness, boost community engagement, and to increase lead generation and sales.

What you hope to achieve with your ads is going to determine the type of ads you post, so it is critically important to take the time to think about your goals before investing in ads.

2. Know Your Audience

Understanding who your target audience is and who is viewing your page and engaging with you on Facebook is vital information. You have likely already identified your target audience through assessing current customers and understanding why they buy from you. Analysing the customers of your competitors can also give you a clearer picture of your own audience.

Once you’ve identified your target audience, take a look at who is actually viewing and/or engaging with your page through Facebook Page Insights (this is only available for business accounts). Here you’ll find a wealth of information on your viewers including demographics, their Facebook activity, even data on their devices. It truly is a treasure trove of information that can help you better target your ads.

3. Create Relevant Ads

Once you know your audience, create ads that are relevant to that demographic. While some business owners adopt the strategy of using vague ads to cast a wide net, the truth is you’ll be better off and likely have more success if you customise your ads to a targeted audience who has already shown interest in your business and/or products and services.

4. Engage, Engage, Engage

We all know engagement is the bread and butter of social media. But building an authentic relationship with your audience means creating ads that are less about selling and more about storytelling.

We’ve mentioned in other posts the importance of getting comfortable with producing videos for social media posts, and the same goes for ads. Video is a powerful tool for grabbing a viewer’s attention. In fact, Facebook video ads tend to receive anywhere from 10% – 30% more views than other ad formats. They also populate 11 times larger in a viewer’s news feed than image-based ads.

But it’s not enough to post an engaging video ad that enjoys substantial views. You must be prepared to actively engage with those who choose to comment on your ad. Doing so goes a long way in building relationships that can lead to lasting brand loyalty.

5. Do Your Due Diligence

Before you post an ad, it’s important to confirm you’ve created content that is going to do you a service…and not be detrimental to your brand. Some things to consider before posting:

• Is this post well branded? Are graphics clear? Did you use brand colors or just try to get close to the actual shades? Is any text that has been added to the image or video easy to read?
• Have you provided a “give”? Viewers love an ad that offers them something, whether that is an exclusive promotional code, a limited discount offer, or a free, downloadable pdf with helpful tips and tricks or industry information.
• Is the tone used in the writing and video text consistent with the voice of the brand?
• Have you included a clear call to action that compels the viewer to do something that is in line with your ad campaign goals? It may mean signing up for a newsletter, liking your ad and following your Facebook page, or visiting your website to receive a discount code.

And so…

Employing a well-thought-out marketing strategy to your Facebook ad campaign ensures your ads will be well targeted and likely to reach your target audience. If you decide you’d like a little professional help with your next campaign, contact us at Digital Canteen. Our team of social media experts will work with you to develop an ad campaign that will boost brand awareness and drive sales in a way that is consistent with the voice of your brand.

Thanks for reading,
Digital Canteen Team
02-9025-4304