Facebook is the most targeted form of advertising and its most prominent feature is that it has the ability to reach exactly who you want it to, so if you’re not already utilising Facebook ads, you should at least give it a try!
With Facebook ads, you can advertise to people based on factors such as: age, interests, behaviour, occupation, location, but you can narrow it down further, so carry on reading to find out how…
The Beauty of Facebook Ads
Facebook ads are a thing of beauty, they really are. They allow you to reach the people who are most likely to be interested in your products and services. Facebook ads can appear in News Feed on desktop, mobile and in the right-hand column of Facebook on desktop. Ad content is sometimes paired with news about social actions that your friends have taken, by liking a Page, and we love them.
You can really use Facebook advertising to your advantage to engage with new people if you know your customers well enough. Why? You may ask. Well, with Facebook ads you can do some pretty awesome stuff with customer information that you already possess.
Reason 1) Customer upload lookalikes
Firstly, Facebook ads are great because you can upload a list of your customers on a spreadsheet and find new people that are just like them, awesome right? It’s really that simple. You will need at least 100 customers, ideally the more you have the better results you will see.
The only information you need from your customers is email and phone number, then you can import the spreadsheet to Facebook ads and create an audience based on your current customers, to go on to create a lookalike of that audience and voilà! You’ve got your new audience to target your adverts at straight away. You can thank us later.
Alex Curtis, Founder of The Lead Engine agrees: “Facebook looks for the similarities between your customers, finding all the connections between them discovering why they are similar, using all the profile data they have. The more recent customers you have the more successful it will be.
But just because you’re getting your ads in front of the right people, you still need the right message too. Your ad will determine how successful it is, you still need a really good message.”
If you are struggling with obtaining the right message, Alex recommends the book ‘Start With Why’ by Simon Sinek for inspiration for a taster check out his famous Ted Talk on the subject: https://youtu.be/qp0HIF3SfI4.
“Almost everyone advertises their business by starting with what they do. In the book Simon explains that people are more interested in Why you do what you do. If they share the same values then you can inspire action.”
Here’s what I might write as an ad (starting with why):
I love helping to transform businesses.
I can help a company scale by generating more hot leads for their sales team.
I’m the founder of The Lead Engine, a digital marketing agency specialising in lead generation.”
Reason 2) Video engagement audiences
Did you know that you could create an audience based on the amount of time that someone has spent watching your video? Well you do now. So if you create a video on a topic, you can create an ad to follow it up that’s more sales driven. You could say it puts you ahead of the game. This element can be really useful as you will have a pretty good judgement of who’s interested in your products and services, say if they watched 50%, 75% or all of the video.
It’s important to make sure you’ve got a big enough audience, and remember the higher the number, the better.
Alex says: “With Facebook, people aren’t necessarily looking for what you do, so if in your first video you try and sell straight away, it might not be successful. But if you give some value back in your first video, it’s more likely to be. But still, it’s about ensuring you’re getting the message right.”
You can also test the different percentages to see what works best for, why not give it a go and find out?
Reason 3) Evergreen lead lookalike
Another great aspect of Facebook ads is that you can create custom audiences of people who are similar to your fresh leads.
By following the steps in Reason 1) Customer upload audiences, you can do the same but with people who have visited a specific page.
For example, if people have visited the ‘thank you’ page after a quote or enquiring about a product or service, they will land on the thank you page.
Facebook ads allows you to create a lookalike audience of anyone that has been on that page, finding similar people to your leads.
As long as you’re generating leads regularly this will feedback data to Facebook about the types of people that are engaging with you. Facebook can then find more people like that.
Reason 4) Facebook learns too
Yes, you heard accurately, Facebook learns how to get better results for you. The more leads you get, the better results you get, too. See, the clever thing about Facebook ads is that the longer you run ads for, it will learn things like when, where and whom to show your ads, within your chosen audience to get you more better quality leads.
Facebook has more data than us and it will auto-analyse it to find a better audience, it will look for patterns. Some of the advantages of Facebook being able to learn all the right things, is that is reduces the cost so you have more budget to go on putting ads in front of the right people, resulting in making a profit.
“Say for example, if you had 50 leads come through, it will automatically analyse why 50 converted and the other ones didn’t, so then it will start doing more of what works.”
The main things to consider with Facebook ads is that you will see better results the longer you leave them. Whatever your goal is with Facebook ads, whether it’s obtaining more exposure or to sell more, the main thing is time. The longer you leave it, the better. If you’ve gone 2 or 3 days without seeing results, Facebook ads most likely won’t work for you.