You may be confused about how to get the most bang for your advertising buck when it comes to investing your advertising budget. After all, there are numerous advertising and marketing possibilities to choose from. How do you know which will work best for your company, reach your target audience, and provide the highest return on your investment? RisePath brings you a comprehensive guide on how to create an effective Facebook ad strategy in 2022.
Even with all of the changes to Facebook in recent months, it’s still a terrific location to advertise your business. Advertisements are inexpensive, and you may target your “perfect” clients. With over 1.93 billion individuals utilising this social media network every day, you’re sure to reach your target demographic.
You’ll want to start with a sound plan or strategy, just like any other marketing or advertising platform. You’d be better off throwing fliers off a bridge and praying for the best if you didn’t have one.
2022 Facebook Ad Strategy
If you’re new to Facebook advertising, this terrain may appear to be a terrifying new frontier where no business has gone before… It isn’t, however. More than 3 million businesses use Facebook to advertise their products.
“Isn’t it, then, oversaturated? Isn’t there anyplace else I could advertise?” Because it works, Facebook has a large number of marketers. It’s a fantastic approach to connect with your target audience and motivate them to take action (ideally, purchasing your product).
You should be aware, however, that not all of those 3 million advertisements are successful. Many people have struggled to figure out who their ideal customer is and how to sell to them.
As a result, the question isn’t whether you should promote on Facebook, but rather how you should do it. The challenge is, how can you market properly so that your time and money are well spent?
What You Should Know Before You Create a Facebook Ad
We understand your excitement, but some planning ahead of time will make your campaign much more successful.
To begin, you must first determine who your customer is.
- Who are they?
- What is their current family situation?
- What are their earnings?
- What is their address? (Both in terms of location and whether they own or rent).
- What are their working locations?
- What do they do with their spare time?
You’ll want to go a step further and learn how they think once you’ve figured out who they are.
What is it that keeps them awake at night? What is their mental condition like, and what needs do they want to be met? What is their method of self-identification? It’s often more significant how they see themselves than how you see them (even if your view is more realistic).
The next step is to walk through a typical customer journey. What actions do they take to:
- Recognize that there is an issue.
- Determine the nature of the issue.
- Look for possible solutions.
- Recognize yourself as a viable choice.
- Make the decision to buy your stuff.
This journey may alter significantly for each consumer. However, they can be divided into three groups:
- At a phase of Awareness (top of the funnel)
- At a phase of Deliberation (middle of the funnel)
- At a phase of Decision (bottom of the funnel)
Why is this important to you as a marketer? Because you’ll adjust your content, offers, verbiage, and CTA depending on where your potential buyer is in the customer journey.
Finally, you should divide your audience into segments based on where they are in the customer journey. This will enable you to make the appropriate offers to the appropriate people at the appropriate times.
Here are some examples of possible target audiences:
- Warm leads enter your funnel as new clients in the “prospects stage” because they are interested in your goods.
- If you have lukewarm leads who have seen your website but have not engaged, you may want to employ Retargeting to remind them that you are there, waiting to solve their problems.
- Engaged blog readers enjoy your content and return for more. They’re more inclined to share your content on Facebook or purchase something from you.
- Landing Page visitors have arrived at a specific landing page and are therefore likely to be interested in that product.
- Shopping cart abandoners were on the verge of making a purchase when someone intervened. They may only require a mild prod to complete their purchase.
- Your brand is well-liked by repeat buyers. They’ve previously purchased from you in the past and keep coming back for more. Customers who sing your praises and encourage your product to their friends can become brand champions.
You may discover distinct segments of your audience that require different messages as you learn more about them.
Consider how your Facebook strategy will change depending on who you’re targeting and where they are in their buying cycle (and in your funnel). Consider the following options.
- You might design advertising around your brand or material that will help them grasp their problem to attract prospects (and position you as an expert).
- Contests and freebies, free trial offers, and lead ads will be used as your aim evolves and you want to CONVERT the prospects.
- You’ll use lead nurturing campaigns, discount offers, sales campaigns, and limited-time offers to get prospects to buy when it’s time to CLOSE them.
- When prospects become customers, DELIGHT them with special offers, referral programmes, upsell campaigns, and relevant information about their purchases.
Before we go into Facebook Ad Strategy, there’s one more step. It’s called a Facebook pixel, and you’ll need to install it if you want to track your conversions (which you should). The Facebook pixel is a collection of tracking pixels that you may get from Facebook and place on your website. It then monitors what visitors do once they arrive at your website. This allows you to fine-tune your ads depending on real-world user behaviour.
You’re not particularly tech-savvy, but you’re still trying to manage your own website? Facebook provides detailed instructions for installing a Facebook pixel on your website.
Facebook Advertising Techniques
Now that you’ve laid the groundwork for effective Facebook ads, let’s look at some of the many techniques you could use.
These may not all apply depending on the audience segments you want to target. As you browse these possibilities, remember to keep all of your audience research in mind.
1. Use Facebook Ads in conjunction with Content Marketing
Many businesses make the mistake of advertising to warm leads in the hopes of converting them into paying clients. You should know better. You’re aware that a warm lead isn’t yet ready to buy from you. Provide them with relevant material that answers their inquiries and alleviates their pain points instead of pure sales pitches. This should be brief, engaging, and useful. Wait patiently. These warm leads will eventually turn into consumers.
How do you go about doing this?
- Produce content.
- Use Facebook to share stuff.
- Request that your coworkers (and perhaps a few friends) like and share the post.
- Increase the reach of your Facebook post by boosting it.
2. Use contests and giveaways
Facebook contests don’t always have to be about sales. Instead, you might give away a potentially high-value prize to raise brand awareness, which will pay off in the long term by driving new leads into your conversion funnel. Review Facebook’s policies before committing to a contest or giveaway approach to guarantee you aren’t breaking any of their restrictions.
3. Build your marketing list with lead ads.
While having a large Facebook following is fantastic, Facebook “owns” your contacts. You will lose access to such persons if they change their algorithm or shut down.
You can create your marketing list by creating a lead magnet, such as a free e-book or course, and then running a lead ad. In exchange for their free gift, customers can enter their email address immediately into Facebook (no extra steps or friction to lose it). You may then add their email address to your marketing list and use it in future email marketing campaigns.
4. Use video advertisements
If you’ve been running ads for a while and aren’t seeing the results you’d like, or if you’re new to Facebook ads and want to experiment with a few different alternatives to find what works best for you, video advertisements could be the answer.
Not only do people enjoy watching videos, but they also have the lowest effective cost per click (eCPC) of any ad kind. Do you want to sweeten the pot even more? Shoppers who view video are 1.81 times more likely to purchase than non-video viewers.
5. Create ads on Facebook and Google
While many marketers consider Facebook and Google to be mutually exclusive, they can actually work well together.
Your plan must again be based on your campaign goals and the audience segment you want to reach. Someone looking for a certain product, such as a new computer, is most likely ready to buy and is only weighing their options. Targeting warm leads on Facebook with enhanced brand recognition may be better than using the proper keywords and constructing Google advertisements around them.
6. Make use of Facebook’s mobile ads
Is your website or landing page optimised for mobile browsing before we continue? Users will have a great viewing experience regardless of the device they utilise. You aren’t ready for mobile ads if your site isn’t set up for it. Despite the fact that mobile accounts for 94% of Facebook’s advertising revenue, sending potential customers to a site that frustrates them is a waste of money.
Now it’s your turn.
When it comes to creating a Facebook ad plan, the first crucial thing you can do is learn more about your target demographic. All the fancy methods and new gimmicks in the world won’t help unless you know who you’re selling to and how close they are to completing a purchase.
Spend some time getting to know who your ideal customer is, what they do, and what they desire. You can better guide your potential consumers toward acquiring your goods once you know where they are in their purchase path.
Although Facebook has evolved, the importance of knowing your clients has not.