Facebook advertising is a significant component of almost all marketing strategies, because it’s the largest social network with the broadest reach. However that same massive opportunity, presents it’s biggest drawback for business owners. Without accurate audience targeting and development, a business can waste a lot of budget on boosting ads to an irrelevant audience without even knowing it. The following article explains four basic targeting alternatives to pressing the shiny blue ‘boost’ button, but it will involve getting your hands dirty in the Facebook ad interface and a little Microsoft Excel.
1. Create purchase bias via a multi-channel ‘marketing waterfall’
This is a fancy term I made up, but the concept is simple and applies to combining two or more marketing tactics in your campaign. For example, setup your Facebook ad reach then follow up with complementary marketing like email in a different channel.
Facebook Day 1 – 7 => Email Day 7
Facebook Day 1 => Email Day 2
Facebook Day 1 – 30 => Email weekly
Facebook is a stunning channel to create purchase bias. Email is a much better conversion channel, especially for warm leads. Combine the two together for a knockout effect or generating bias then converting.
2. ‘Soft marketing’ to previous customers
Instead of pressing the blue boost button and targeting likes and friends of likes, focus on statistical customer data your business already owns. There is no comparison for marketing to a customer list that you’ve built up over time and no, you don’t have to email them.
You can ‘soft target’ them by customer matching your customer data with Facebook’s algorithm for matching names, email addresses and phone numbers. This is a smart way to reach out to people who are already customers without having to bother them with email, which if they’re not expecting an email from you will turn them off your brand. A sponsored Facebook post won’t have that effect because social feeds are considered a public space whereas email is a private space to be treated with more respect.
3. ‘Go wide’ using a previous customer address database as a proxy
Again, get your Microsoft Excel out and put together a list of postcodes that will represent where your customers cluster. Use that list of postcodes as a targeting metric for your next Facebook campaign. If you really want to get hyper detailed, use Mesh Block and do a sort based on deprivation index depending on what audience attributes you’re looking for.
4. Combine social ads with Google Adwords
‘No one clicks on Google Ads’ I hear you say. You’re right…about 75% right, because 25% of people do click on the first three results ads or not. As Google searches have moved to mobile, the real estate has shrunk so expect that number to increase. It’s stunning to me how many businesses don’t have ads running for their own brand name, or worse, let their competitors run ads against their brand name taking 25% of the traffic. What’s the point of generating interest for your products and services in Facebook if you’re losing the sale when the audience does their research in Google? Running ads for your branded name or keywords also gives you the opportunity to show exactly the topics you want (see my 7 Marketing Habits article below)
Why just Google AdWords and Facebook Ad Manager campaigns?
There’s more channels of course, and I’d throw in Instagram as Facebook ad channel as you can reach Instagram users through the Facebook Ad Manager (just keep your video content to 60 seconds). The reality is, business owners are so time poor that trying to cover all the digital bases isn’t feasible. So if there’s two things you switch on after reading this article it’s this.
Facebook DIY + Managed Campaigns Actions For You.
1. Post regularly yourself a level of consistent ‘heartbeat content’. Boost posts a day or so later that do well with organic reach.
2. Get your marketing agency to develop managed Hero Facebook Campaigns designed video first (see the NZ Tourism campaign below) with amazing copy combined with a specific call to action (awareness, data capture, conversion etc).
Google AdWords Actions For Your Marketing Agency
1. Set up a simple campaign targeting branded keywords for your business and products skewed to mobile delivery. This shouldn’t cost the earth as your branded keywords will be unique.
2. Set up your marketing agency to add in non branded keywords to your adgroups and to optimise ongoing as this can get competitive. Make sure you get regular reporting included.
Digital is now 30% of advertising, with Google taking half of that.
TV spend reallocated to video+social is biggest opportunity for challenger brands and biggest threat for incumbents. Challenger brands can invest with digital agencies at rates up to 80% lower than TV centric agencies and get better, more targeted reach and collect data. Scary for incumbent brands, exciting for challengers.
Now’s the time.