We have a bad news for you.
The ‘Old School’ way of creating Facebook Marketing strategies does not work anymore.
Businesses need the latest marketing strategies to achieve their marketing goals in 2020.
Not just that, Advertisers need to incorporate Advanced Facebook Marketing Tactics to go one step ahead of everybody else.
What is Facebook Marketing?
Facebook marketing entails creating a business page for a brand or organization on Facebook, which acts as a channel of communication to maintain contact with and attract potential customers.
Facebook provides an advertising platform that allows users to create marketing campaigns in an attempt to develop a fan base for a product, service or a brand.
Businesses today have to plan their marketing strategies in order to successfully advertise their products and services.
Why should you even advertise on Facebook?
Facebook has now and again proved to be one of the best online advertising platforms.
Well, we are not bragging.
There are many other social media networks like Twitter, YouTube, LinkedIn that have their own advertising platform.
But Facebook is the one that most businesses go for, right?
With more than 2.23 billion active users, businesses find it easier to use Facebook Ads and find their target audience.
And with these Advanced Facebook Marketing Strategies, the probability to effectively sell products and services online shoots through the roof!
People are spending a ridiculous amount of their time on Facebook, which no business wants to miss.
It’s just too huge for businesses to ignore.
If you still think that you can organically advertise on Facebook, well don’t fool yourself.
It’s pretty much dead.
If you want your customers to find you easily, you would have to go on using the Facebook Ads and create Facebook marketing campaigns, which we talk about in this post.
Facebook has also turned out to be a more scalable content promotion platform.
If you have a Facebook marketing campaign that is more content-oriented, then this can help you in various ways.
When you run Facebook ads, your Ads are shareable. This way you end up getting more reach for your content.
And if you are lucky enough that influencers share your Ads, your reach will go through the roof.
Facebook allows for precision targeting to show your ad to a specific audience. You can easily:
- Tap into recent purchase behavior.
- Get creative with life-event targeting.
- Use custom audiences to nurture leads and build loyalty.
- Create audiences that look like your own targets (“lookalike audiences”).
- Layer targeting options to get super granular with your targeting.
How to market a Small Business Website on Facebook?
Every small business website needs to create marketing strategies when it comes to advertising on Facebook.
Here are the steps required to build Facebook Marketing Strategies:
1. Set Goals
The basic step into making any marketing strategies is setting up goals.
What are you looking out of your marketing campaigns?
Do you want brand awareness, increase website traffic, or gain leads?
Ask these questions and your goals for creating Facebook marketing campaigns will figure out.
When it comes to creating marketing strategies, there is no one-size-fits-all.
Goals are set to make sure Facebook marketing campaigns cater to your advertising needs.
So, how exactly do you start with creating goals for your marketing campaigns?
We have explained in details how to form goals for your Facebook marketing strategies.
2. Pinpoint Your Target Audience
Your advertising campaigns are of no use if they are reaching all the wrong people.
There are high chances that you will find almost every segment of the society you need on Facebook.
You just have to know how to find them and reach them with your content.
We have shown how to do that later in the post.
If you have an audience already defined, then you can go ahead and start building campaigns on your Facebook advertising strategies.
Make sure you filter out the right audience and built a strategy around them.
3. Set Your Budget
“You need to spend money to gain more money.”
You have to plan your weekly/monthly marketing budget.
Facebook has turned out to be a very money-motivated advertising platform.
If you are putting money behind your content and ads, then Facebook will put your content and page in front of everyone else who is posting without any money spent.
Growing your Facebook followers must be a goal behind your Facebook advertising strategies.
It might seem that follower-growth metric is of no use, but in the long term, you will find that a large following will help you with your business.
That’s true when it comes to advertising on Facebook. So, set your budget according to your goals.
When it comes to a budget, a typical Facebook marketing campaign will contain budget allocation for Page-like Ads, Conversion or Lead generation Ads, boosted posts, and content creation and development.
4. Plan Engaging Content
When you have your Facebook advertising strategies developed, content is the fuel that makes your business page more popular.
Not just that, a brilliantly formed content will persuade the users to click on your ad and fall into your sales funnel.
When planning your content strategy, we highly recommend you to have content planned out for a month before you start pushing it out.
Maintaining a regular posting schedule is way more important than you think.
When you plan out in advance, you have the opportunity to diversify the topics and themes you create your posts on.
Planning ahead of time will allow you to have time to create high-quality content.
You can even use social media marketing tools that have inbuilt scheduling software which won’t make you worry about posting anything manually.
We recommend you to add an image, GIF or a video to the post. Facebook posts which have an image or a video along with the post will help you receive twice the engagement than posts without images.
Here are a few tips to remember while making content for Facebook:
- People’s eyes are naturally drawn to images with faces in them.
- Bright, high-resolution images are vital!
- Stay away from cheesy stock photos.
- Only 15% of Facebook videos are watched with the sound on. Make sure your video conveys the right message even without the use of sound.
5. Plan Highly Engaging Ads
Your Ads should be highly optimized for your target devices.
It should follow all the Facebook guidelines. The ads should have the proper CTAs.
Here’s the thing – a lot of what we said about creating engaging content can be directly applied while creating engaging ads.
We recommend you use bright, clear images with faces to add emotions.
Images that have faces help your audience to connect well with the ads. Not just that, the ads should also make the audience trust your brand or organization.
However, when it comes to creating Facebook Ads, you have to keep in mind a few more things.
Image sizes for a Facebook conversion ad and a page like Ad are 1200 x 628 pixels and 1200 x 444 pixels respectively.
Also, these images cannot contain more than 20% text. This can make finding/creating images a little tricky.
You can cover your bases by hiring a good marketing company or graphic designer.
When it comes to creating effective ad copies, make sure you include your call to action as it adds to the objective of your ad.
We recommend advertisers to use a 3-sentence Strategy in which every ad copy will have the entire information drafted in three sentences.
Clearly defined call to action works wonders for your ad. So make sure you think hard before employing one.
6. Track And Monitor Daily
When it comes to running Facebook Marketing strategies, always remember to – “Run, Track, Tweak, Repeat.”
You need to run your ads, track their performance, tweak and make changes that improve performance and then repeat the procedure.
What are the Goals of Facebook Marketing Strategies?
Before even getting into making a Facebook Strategy for your business, let’s realize the Goals of making a strategy.
Here are the common yearly goals of Facebook Advertising for small businesses in 2020:
1. Improve Sales Quality
When trying to improve the quality of sales through Facebook Marketing, you got to improve your Targeting.
We have shown how you can improve your targeting later in the post.
When you create well-planned Facebook advertising strategies, you will reach your target audience efficiently.
It’s important to work on what you know the best and use Facebook to get better at reaching prospects.
2. Add Value to Organization
Facebook has been known to nurture the leads and existing customers and improve awareness.
You can even provide more resources to your audience – making Facebook the go-to source of information.
3. Getting Ahead of Competition
When you have the best social media marketing tools in your hands, you can work your way to the top.
You can track, listen and report to every social media conversation that happens around you or your competitors.
3. Drive Referral Traffic
When done correctly, Facebook advertising can help you get lots of traffic to your website or blog.
Facebook is a two-way platform for communication. So take care of that.
You have to provide enough value in your ads to make a user click on the ad and redirect to your website.
4. Provide Customer Service
Today, a lot of the users and customers turn to social media sites when it comes to reaching out to a brand or organization.
You can gear up to tackle all the queries and complaints that come on Facebook and easily take care of them.
5. Generate Leads and Conversions
One of the most common goals of businesses creating Facebook marketing strategies is to generate leads and conversions.
Facebook makes it very easy to create targeted campaigns that can help businesses to gain new leads.
From there, the leads can be directly contacted or taken to a website where they purchase a product and convert as a customer.
Businesses today don’t want to miss out on creating their social media profile on Facebook.
Understanding how these advanced tactics work is crucial to develop a successful campaign.
Here are the Top Advanced Facebook Marketing Strategies to use in 2020:
TIP #1: Leverage the Event-based Lookalike Audience
Want to create a highly targeted cold audience on Facebook? You can do that easily by creating multiple types of lookalikes.
The most efficient and effective lookalike audience is the Event-based Lookalike.
We all know the magic of Facebook Pixel and conversion tracking, right? You can record the actions and behavior that matter most to your brands such as purchases or leads.
Not just that, you can even create website custom audiences to group these people into a new audience.
You can create a whole new lookalike audience by using these website custom audience (event-based) as your Source Audience.
Let’s see how.
Once you are done with creating a custom audience, head to Audience Dashboard and select Lookalike Audience option from the drop-down menu of ‘Create Audience’.
Do you see the Source field in the lookalike audience creation window?
There, select your event-based website custom audience followed by choosing a target country and size of the audience.
Make sure you begin with 1% lookalike audience size! Well, we recommend it as it is the closest match to your source audience.
As you go onto scale your ad expenditure, we advise you to create new ad sets to test the other sizes as well! Try 2% and so on to the largest audience size of 10%.
TIP #2: New Prospect Targeting using Value-based Lookalike Audience
Want to know another absolutely awesome lookalike audience?
It’s called the Value-based Lookalike Audience.
Why is it awesome? Let’s see.
When it comes to Value-based Lookalike Audience, it comes into being from the lifetime value of your customer. Now you can go beyond your customer’s core data such as name and email.
With Value-based Lookalike Audience, you can leverage on your customer purchase value and come up with an even higher-quality lookalike audience!
So, let’s learn how to effectively build a value-based lookalike audience on Facebook.
Again, navigate to your Audience dashboard and click on Audience under Asset column.
Select ‘Custom Audience’ from the drop-down menu, and then select Customer File.
On the bottom of the create a custom audience window, you will find an option to include your LTV (Lifetime-Value).
To create a Value-based Lookalike Audience, you would have to create a customer file custom audience with LTV. When done with that, you can use this custom audience as the source audience for your lookalike.
We advise you to use and follow the optimal guidelines while preparing your data file. Make sure you include a separate field with LTVs related to each customer attached in your file.
Are you an e-commerce company running on Shopify or WooCommerce? We have a great news. Now you can export your customer data from the platform to Facebook Ad Manager.
Learn how to Integrate Facebook and Shopify for better customer management.
Now just follow the similar process to create a customer file custom audience as we discussed earlier in the blog.
Anyway, you would have to go one step further and match the value column in your file to the LTV (Lifetime-Value) identifier.
TIP #3: Lowest-Cost Cap Bidding is Campaign Performance Enhancer
One of the LEAST KNOWN way to effectively improve campaign performance is changing the auction bidding from lowest cost to lowest cost with a cap!
Let’s get into this.
You need to understand that Facebook has a default mode on when it comes to bidding in the auction.
Yes. Facebook does that to achieve the lowest cost per result possible. And to achieve this, it automatically bids on your behalf for maximum efficiency.
The moment you set a bid cap with lowest-cost bidding, you set yourself to accomplish two different things that depend directly on the bid-cap value.
The primary reason why one should use cap bidding is to prevent campaign costs from rising above a set amount. An amount you’re comfortable with.
This is of exceptional help if you know Cost per Optimization you require to end up being profitable.
Boost Ads Distribution
Another way you can use bidding is by increasing your ads distribution within your targeting. You can set your bid cap at four to five times the amount of your target cost per optimization using the ‘Dominate Method’.
When you boost ads distribution, Facebook sets itself to target the highest-quality part of the target audience – the segment that is most likely to provide the desired result. This helps you to successfully outbid your competitors!
TIP #4: Placement Asset Customization Tool Boosts Ad Relevance
Heard of the Placement Asset Customization Tool?
Well, it lets you customize the ad creative asset for each of placements.
When you adjust the ad creative to match the placements, Facebook boosts the engagement percentage and the overall effectiveness of the campaign.
Sounds cool? It really is.
To use this feature, select Edit Placements when you’re at the ad set level of your campaign. Select All Placements under Asset Customization.
When Placement Assistance is enabled, you can adjust your creative for the following placements:
- Facebook Feed
- Instagram Feed
- Instagram Stories
- Audience Network Native, Banner, and Interstitial
- Audience Network Rewarded Videos
Once you are done with choosing the relevant placements, move down to the ad level.
You will find two options to customize your ad creative.
Option 1: Crop a single ad image to fit properly with the native format of each platform you are targeting. To do this, click the crop icon in the bottom-right corner of the creative.
Option 2: Use different creatives you created for each placement platform. To do this, select ‘Use a Different Image for Certain Placements’ drop-down menu.
TIP #5: Know your most effective Facebook marketing campaigns using Test and Learn ToolWhen we run Facebook Marketing campaigns, it’s of high importance to realize that without testing and experimenting with various variables, we would not get the optimum ROI. Click To Tweet
To help the advertisers with experimenting and testing, Facebook Power Editor provides a Test and Learn Tool.
The tool is very useful in determining which campaigns deliver the maximum results at the lowest cost to the business.
How does these Facebook Marketing Strategies work?
The test uses Facebook’s conversion metric, which implies that the advertiser is not bound to view outcomes via attribution windows. This, therefore, helps to measure the true impacts of any campaign.
Let’s see how can we access the tool.
To use this wonderful toolset, just go to your Ads Manager and choose Test and Learn from the Measure and Report column.
Okay. Now you are in!
Select the campaign compare question (there will be few) in the Test and Learn dashboard.
Once you select the comparison metric, choose the two campaigns you want to compare.
We highly recommend you to have only one variable change between the campaigns you are comparing.
For example, you could compare the two campaigns on the basis of Cost per Result or which campaign is driving more purchases.
Make sure both the campaigns have the same placement, ad copy and creative. It is okay for the campaigns to have different objectives.
Once you are done with selecting two similar campaigns, select the event action you’d like to track.
This is the variable on which you are comparing the results of the campaign.
Now select your Test Duration.
Here’s something you need to consider – the campaigns you are comparing must have at least 100 conversions for the time duration you selected to track.
Therefore, select the appropriate time frame to compare effectively.
Choosing one of the above Facebook Advertising Strategies can become tough if you don’t understand how to tweak the campaign for maximum output.
Facebook Ads can be overwhelming at times, but with the help of these advanced tactics, you can always achieve your online marketing goals.
We hope we brought great value to you through this extensive blog on advanced Facebook Marketing Strategies.
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Dhananjay is a Content Marketeer who presses on providing value upfront. Here at Ads Triangle, he’s responsible to generate content that provides traction. Being a Workaholic and 24/7 Hustler that he is, you’ll always see him busy engaging with prospects. For him, content that solves problems is an undeniable variable for long-term growth. And yes, Roger Federer is the Greatest Of All Time!