While most social campaigns are often designed to target a business’s established network, it is often necessary to use other methods to reach out a little further. As such, using Facebook advertising has been a popular and relatively inexpensive way to improve a brand’s awareness.
Know your audience
For good measure, Facebook ads allow you to target specific audiences. It is good practice to stay focused on one location at a time- don’t advertise to multiple countries in a single campaign. You will be required to pay for certain filters and demographics, all of which conform to demand and supply laws.Popular demographics will cost more, but potentially reach the right audience.
So, to make the most of your ad campaign, you must be able to know and understand what is popular or trending with your audience- and appeal to them. Target specific demographics and interests rather than going for a broad range that could be a ‘hit and a miss’. The more you focus on a direct audience, the more likely your ad will reach the right prospects.
Get their attention
What do they like to see? What would be attractive to them? Aside from demographics and prospective audience members, you must also determine what will catch the attention of the viewer. When it comes to developing a catch line along with visual appeal, the ad must also offer your audience intrigue that leaves them wondering and curious about your brand. You don’t want to make the ad too long, but not too short either. It should contain a topic that is already established as attractive to the audience and combine it with your brand image or something that specifically defines your product.
Use your ads effectively
How you use your ad will also affect how productive it is. Drive the audience to your Facebook page instead of your other primary websites (even though that may seem like a more directly effective approach). The goal here is to incentivize them to click “like” on your page. This is done through a social call to action, whether it’s through a promotional message or a reward for sharing. And once they’ve liked your page, you’ll continuously be able to market to them through your social posts, thus expanding your social network. And keep in mind that this single “like” shows up on their individual page, endorsing your brand through word of mouth marketing (your advertising is now more than just a side-marker on their social feed). This is by far the most effective way to use advertising.
Advertising isn’t just about getting their attention for the moment. It’s about beginning a relationship. Only by using this tool effectively can you attain the most benefit and help improve your visibility by reaching an audience that will appreciate your brand.
Maria Elena Duron, is CEO (chief engagement officer) of buzz2bucks.com – a word of mouth marketing firm. She helps create conversation, connection, credibility, community and commerce around your brand. Maria Duron is co-founder and moderator of #brandchat - a weekly Twitter chat focused on every aspect of branding that is recognized by Mashable as one the 15 Essential Twitter Chats for Social Media Marketers.
