Facebook can be a great tool for your small business to utilize. However, it might be a while before you start seeing the desired results you're looking for. Patience is a virtue.
Want to add some fuel to the fire?
If you want to see greater results faster, it might be time to start one of several basic Facebook advertising campaigns inline with your overall strategy. I'm not just talking about hitting that "boost" button on your posts. Like your overall Facebook presence, your advertising campaign needs to have a strategy.
First, take a look at your overall objectives.
What are the overall objectives for your Facebook marketing strategy? Do you have multiple objectives or just one? If you have multiple, what's the weakest area? Driving traffic to your website? Gaining brand awareness? Look at the objective that could use the most help and find an advertising campaign that is the best solution.
Now that you know what you need to enhance, it's time to select a campaign.
Today I want to look at three different Facebook advertising campaigns that specifically answer the three common challenges I see most often with my small business clients.
A while back, Facebook updated their ad platform to make it much more user friendly. You'll want to start by selecting one of the following options based on the greatest challenge your Facebook marketing strategy is facing listed below.
Challenge #1: Brand awareness.
Let's say you post content that a high percentage of your followers engage with on the regular. This is awesome! However, you're not reaching a large enough audience to get the engagement levels you'd ideally like to see. In order to do this you may simply need more exposure.
Solution: Page Likes.
Create a campaign that markets to your target audience to get more page likes.
Challenge #2: You want to get more traffic to your website.
Let's say you have a great number of likes and people generally engage with your posts, however, you are having a hard time driving traffic to your website, be it a special landing page, your products page or your blog.
Solution: Clicks to Website.
Create an ad that advertises a link to your website. Don't just post the link. Make sure you are including a captivating image and actionable text. Facebook even allows you to add a call to action button on your ad for followers to click. (See image to the right.)
Challenge #3: You want to get higher engagement levels.
You have plenty of followers but no one is engaging with your posts. There are two things to consider here! The first is to analyze your followers. Are they your target market? If the answer is yes then why aren't they engaging with your posts? Are your posts engaging enough? I would first try spicing up your overall Facebook strategy.
If you have exhausted all possible ways to create engaging posts that you can think of and your posts just aren't reaching your target audience, it may be time to try advertising.
Solution: Page Post Engagement.
There are two ways to promote a post. You can promote a post specifically to your target audience, OR you can promote your post to a much broader audience.
If you are simply trying to get in front of your existing follower base, make sure you are only advertising to people who already like your company page.
If you are trying to raise a bit of brand awareness while getting engagement on your posts, casting a wider targeting net is a better solution. Personally, I like this option better because you can gain multiple things with one ad. You can gain larger brand awareness so you may end up gaining some additional followers, and, if people comment or like your post, the increased engagement will end up pushing the post organically to the top of your follower's Newsfeed anyway. The only drawback to doing it this way is that it will probably cost you a bit more.