Step #1: What Are Your Goals?
The first step to a successful Facebook Advertising campaign is to sit down and think about what you want to accomplish. What are your goals?
Do you want to:
• Drive traffic to your website?
• Drive traffic to your Facebook profile or Fan Page?
• Acquire leads?
• Increase sales for a specific product or service?
• Generate awareness and increase exposure?
You may also consider the following:
• Fan Attainment (how many new fans will your ad help you acquire. Note that every time someone clicks through and “Likes” your ad, you have acquired a new fan. And every time someone clicks through and “Likes” your page, you’ve acquired a new fan.)
• Reach (how many people get to see your posts and ads)
• Reach Increase (with whom do they share your posts and ads)
• Engagement (How many fans interact with your brand page)
You may want to achieve all of these goals. However it’s important to be specific. This will help you create the most effective ad possible. It’ll also help you make the right decisions when establishing your budget and choosing your audience specifications. In short, you’ll get a higher return on investment.
Why Do Businesses Go for the “Like” Power?
This answers the common question: “Why do businesses and companies concentrate on getting Facebook users to “Like” them, rather than trying to sell something?”
The strategy behind this strictly social approach is sound: The company’s main goal lies in attracting as many interactive followers as possible. Their advertising staff realizes that Facebook is a social network. People like to engage: They are not just looking to buy.
The trouble with this strategy is that sometimes advertisers forget one simple fact: People often click “Like” without clicking through on the link. And without clicking through on the link, there is zero engagement and zero activity on the company’s destination page (when going for “Likes” this should be your company Facebook page).
So it may look unimpressive if your page only has 89 “Likes” and Peoples Jewellers has 39,671.
But let me ask you this…
If 80 of your 89 “Likes” had actually clicked through, read your page, left comments, left posts, or “Liked” one or more of your posts (or other fans’ posts), who really has the higher rate of engagement? Is it the one with the interactivity and action (generating real energy), or the one who just has “Likes”… and no leaves comments or posts.
More importantly, who is building trust? Creating a solid reputation? Attracting real fans who will share your content – and this should be one of your biggest goals in engaging with Facebook.
When creating ads to generate click-throughs to your Facebook page, always remember your goal. It’s not enough to attract “Likes” alone. You need interactive, passionate engagement in order to expand your Reach.
Does that ultimately lead to more sales?
It’s neither correct to say “yes” nor “no”. Facebook advertising is a symbiotic process, involving both your Facebook page and your actual ad. People get to know your voice through your page: And even people who don’t know your voice – visitors who clicked through solely because their best friend is shown as “Liking” your ad – get to see how active and friendly your Facebook page appears.
What’s the result of this “social proof”? They are much more likely to instantly jump into the discussion with their opinion, which instantly increases your Facebook Reach as your ad is then served up to their friends, too.
What’s the biggest mistake you can make when it comes to Facebook advertising? It’s not keeping in mind your goals and the psychology and habits of social media users, regardless of their niche demographics.
Step 1: What are your Goals?
So you don’t just want to add more fans to your company Facebook page with your ad, you want to:
• Make them interact with your page and bring it to life (“create a community”)
• Get them to aggressively and enthusiastically share your content (increase your Reach)