Let’s be honest – Facebook’s online dominance isn’t slowing down anytime soon. The social media giant has 2.32 billion monthly active users, and continues to grow its user base at over 9% per year. At the same time, online user behavior and policy changes continue to impact the platform each day. Whether you are a small business or a large brand, Facebook should inevitably be a core part of your digital marketing strategy.
In this guide, created by digital marketing veteran Martin Ochwat, we’ll discuss the keys to a successful marketing strategy on Facebook. We will cover seven actionable steps that will help take campaigns to a new level. Let’s get started.
1. Use strong creatives to stand out
You’re likely aware of the benefits of using high-quality images for your social media posts. However, it’s important to make any product you’re promoting to stand out. Adding white space to your photo is the perfect way to achieve this.
With a white background, the edges and colors of your product will be more pronounced, tempting viewers to click on it. Your images will get an attractive balance, thereby giving it an appealing layout that highlights your product and branding.
Also, don’t forget to try the new Facebook square image format which was introduced in Q4 2018. Based on an experiment conducted last year, Cost Per Acquisition (CPA) for Square images lower than that of a regular landscape image. Pro tip: it is easier to produce your content in portrait format for your Stories and later crop it to a square format.
2. Review the way you target your audience.
There’s a good reason professionals place so much emphasis on Facebook’s ad targeting. In fact, you could enjoy a 1000% difference in your Facebook ad cost per click just by changing your targeting on Facebook.
If you’re serious about making your Facebook ads more effective, it’s recommended to test out various targeting options. For instance, you can choose“engaged shoppers” under the “purchase behavior” subcategory if you want to target those individuals that will be more inclined to buy products seen on Facebook. Parents can also be targeted based on the age of their kids- which can yield a lot of dividends for specific product categories.
Great targeting involves more than just selecting the age and location. You can also target according to user interests to help you find the most relevant audience. After deciding on several different keywords, you can perform a split-test on your targeting options.
At this point, you can now use Facebook data to identify the audience that responds best to your content. Making data-driven decisions will help you get the most of your ad budget by ensuring your ads are shown to those most inclined to purchase.
3. Unlock the power of the call to action button.
According to Adweek, a simple call to action button can increase your clickthrough rate (CTA) by 84% while reducing your acquisition cost in half. Yet this is a tactic that a lot of eCommerce campaigns seem to overlook, despite its amazing benefits.
Fortunately, Facebook has provided a lot of testing options for their call to action button, so you can now customize it to suit your campaign. Most eCommerce brands will naturally gravitate towards the “Shop Now” button. However, you might want to consider a “Sign Up” option if you offer subscription services, as this could prove more effective.
4) Run Remarketing on your Most Engaged users
A lot of professionals allocate a large portion of their marketing budget for user acquisition, with the focus on bringing new customers to their offer and making a purchase. But what happens to the people that have already been convinced? If you don’t have remarketing campaigns targeting them, you might be missing out on significant profit.
Apart from buying from you again, repeat customers also tend to spend more money. According to a recent study, repeat customers are more inclined to make another purchase – these numbers greatly outperform typical eCommerce conversion rates.
Here’s a quick example winning retargeting strategy you can implement today:
• Create a long-form video that is both contextual and gets over 100,000 people to view it.
• Then retarget viewers who watched up to 2-3 minutes of the video.
You’ll be amazed at the number of viewers that’ll convert.
5. Master the art of the copy.
According to a study from Columbia University, about 59% of Facebook users only read headlines before sharing articles. They don’t even bother to click and learn what the article is all about before sharing.
This statistic, though somewhat sobering, directly affects your Facebook ads. Most of the people who see your ad, probably don’t do more than glance at your headline before deciding to either scroll away or click through. As a result, you should incorporate the most important details directly into your headline.
Try to also add some special offers to that can make your product unique. If you wait until the middle of your description to mention vital information, a huge chunk of your audience may not even see it.
6. Scale winning ads to make the most of your campaigns.
Once you have tested different variations of creatives, audiences, call to action buttons, and copy, you will start finding winning combinations. Some of your ads will resonate more with your audiences. This will be clear from lower cost per acquisition (CPA), higher click-through-rates (CTR),&more conversions.
At this point, it’s time to make the most of these ad sets through scaling. There are two main methods for scaling: vertical and horizontal.
Vertical Scaling occurs when you raise the daily budget of high-performing ad sets. For example, if your ad set is running at a $20 budget per day, you can increase this budget to $50 per day. If it continues to perform well after 2 to 3 days, feel free to further increase it to $100 per day (and eventually higher). Scaling by 20-100% budget increases every 2 to 3 days is best practice.
Horizontal Scaling is great when it may be hard to scale with high budgets. Instead, try duplicating your ad sets with the same daily budget, but with slightly different audiences (e.g.: different keyword interests, or different age groups). You can repeat this process several times to uncover new pockets of users.
7. Simplify your life with automated rules.
As your Facebook campaigns start to grow, it will inevitably become time-consuming to manage them. One way to help with this is to set up automated rules.
Facebook’s automated rules feature is a great way to improve your ad performance, without much manual work. It can save time, energy, and resources. By setting rule conditions based on metrics like cost per click (CPC) or cost per acquisition (CPA), you can design a custom automated workflow on Facebook. It may require some trial and error to find the right automated rules, but it’s worth the investment.
Facebook automated rules are essentially a great way to save you time and money. Here’s an example of some of the customization available:
At the end of the day, Facebook ads are not a magic wand that automatically makes your eCommerce brand successful. But if you want to make a great first impression and start dominating your sales numbers, these Facebook strategies will get you off to a successful start.
Author Bio: Martin Ochwat is a leading writer focused on social media and e-commerce marketing. He is passionate about writing content that's vibrant, refreshing to read, and that inspires readers to take action. Martin enjoys helping people in all aspects of online marketing. He is currently working on an eCommerce company Wellow and a digital insurance agency Dundas Life.