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How to market your Content through Facebook Ads

You have done a lot of efforts and spent time to develop your content. You have employed all the strategies we gave you in the previous article. Now you post it on Facebook. But in spite of your content being of top quality, you fail to get engagement and the reach you hoped for

Would you believe the statistics? Organic post reach in Facebook is only to 6% of your page followers!

Now you would not have created this fabulous content for such less number of viewers. If you prefer better reach on Facebook, you have to invest in Facebook ads.

Research shows that the average reach on Facebook ads is 4x greater than average organic reach

Let us know show you the plan to utilize Facebook advertising to promote your content in the most effective manner

1. Installation of the Facebook pixel

Facebook pixel is a code that tracks your Facebook visitors’ actions on your website

  • clicks
  • Form submit
  • search on site
  • Purchase
  • Lead generation

We suggest you install the pixel on the website before launching any Facebook campaigns.

Facebook pixel helps to track what actions your prospective clients are taking, thus effectively monitor the ROI of your campaign

There are other ways installing pixel can be beneficial. You can create custom audience of the people who are showing interest in your ad.Once you install the pixel, you can start monitoring the following activities:

  • the people who are clicking on your content in their News Feed
  • the people who clicked a Facebook call-to-action button
  • the people who scrolled to a specific content on your Facebook page or post

You could do it yourself or take the help of your developer for these settings

Irrespective of the ways you are tracking users, you need the Facebook pixel installed to do it. This way, you can use the custom audience feature to narrow the audience for retargeting

2. Identify the campaign objective

Now, you can start your Facebook campaign. First, pick your campaign’s objective

This is used by Facebook to optimise your campaign.

For example, consider you choose the option to optimize for clicks, Facebook’s algorithm will find people within your target audience who tend to click links from the platform.

Digitalscool warns its readers from automatically trying to always optimise the objective to drive traffic to your site.

One way to help you decide this is to consider if the objective selection aligns with your content promotion goals

For example, if you’re promoting an event or a book, optimise the campaign for form submissions.

Consider you want to boost your Facebook reach, pick engagement as the objective and promote your top performing organic post as they likely will be pushed higher in the news feeds of your followers.

Let us help you in making your decision to select an objective easier

Marketers or business owners who do not keep the ROI in mind will not select the right objective

Consider an instance for an ad campaign where the objectives are to drive traffic to your website and get them click on the content in your site (cost per click) and to also complete a contact form (cost per lead).

For example you spend Rs 1,000 in a month on a Facebook ad campaign. The ads generate 500 clicks to your site. The cost per click was 2 Rs.

Now, let us see how these ads yielded results and generated leads as per your goal

If you can see 10% of the 500 clicks resulted in a completed contact form.

The cost per lead generated from the Facebook campaign was Rs 20 (Rs ,1000 [total campaign budget]/50 leads [number who completed form]).

You can also take it one step further and can see how many of the leads became customers.

In the example, let’s say 10% of the leads generated (five people) converted to customers who bought your product.

Now if you want to calculate the ROI for your content-related Facebook ad campaign, divide Rs 1,000 (total campaign budget) by five (number of paying customers). The cost is Rs500 per new customer acquisition.

You may be thinking that this is expensive but consider it based on the total average sale (and future purchases). If you’re selling high-value or repeatedly purchased products or services, the ROI can be easily justified.

3. Precise targeting tips

Now you have set an objective or a goal for your campaign. Now you need to decide who sees your ad. This can be done in Audience Targeting section of your campaign Here you can target people based on their:

  • Audience Interests – One strategy is to select some terms related to your topic . Then you can narrow your target audience by adding niche terms related to these topics
  • Audience Location – Use the details of this feature if your goal is location based, which means you want to reach an audience in a certain location. If this is not the case ,you could target a country where most of your business comes from.
  • Audience Demographic – Analyze if your content your content would interest men or women or both. Which age group would be more relevant for this content. Use this section to incorporate the demographic section of your buyer personas, and target people most likely to be interested in your content.

Across all three options, it’s crucial to target people who would find your content related or relevant (and who are relevant to your brand). If this is not done with careful consideration, the ad is served to people who have no interest in your ad or your brand and will waste your investment on the ads ,also Facebook will think your ads aren’t relevant to the audience it is being shown to and charge you more to reach that audience. That can have serious effects for your ROI.

4. Choose the right creatives

Now that your goal and audience is set ,next step in the set up is the creative or the ad copy. We cannot stress enough how important this could be. Here you need to consider two parts-copy and visuals.

Copy

Here you must write a good description, and ad copy . Use your copywriting skills or use one of the online apps to help you craft content to convince someone to complete your goal.

Digitalscool excels in optimising your ad copies for conversion

Your ad copy must bring about an emotion to the viewer that will compel him to take the required call to action

Visuals

All of us are aware that only text in an ad does not appeal to prospective customers.

Always remember to incorporate visuals to catch your viewer’s attention.

Video is the best format. It gets at least 50% more engagement than other post types. Photos are the third best format followed by question formats came in in second place.

But an important point to consider here is that your creative should match the message of the content.Both of them should go well with each other and be relevant

By only driving the interested audience to your content, you can improve the ROI of your campaign

5. Creation of a content funnel

Most companies already have a marketing funnel that follows the journey from a prospective customer to acquiring that customer.

But once they have consumed your content, what should they do next?

Make a Purchase? Proceed to another content or download a lead magnet

You are familiar with a marketing funnel. Now place content promotion at the beginning Your funnel could look like this:

Attract: Pick an article such as a how-to post to target a broad audience group. The aim is to drive awareness and increase traffic to your site. This stage is to attract the audience to your content

Convert: Now that you have people who already know you and perhaps like and trust your brand, retarget them. Direct them to a grouped content where they need to provide their email or other contact information. Now you can contact them directly as well as develop your custom audiences on Facebook.This is retargeting the group that is considering buying

Cross-sell: Create a campaign targeted at your customers that now understand and you have their support . Perhaps develop a paid Facebook campaign to promote content that convinces them to take action. For example, if they purchased a laptop from you, you could do an ad campaign to drive traffic to a blog post, “10 Tips to Make laptop Operate Efficiently”.

The content marketing promotion funnel can vary for different brands and audiences.

Some people might need to view your attract campaign several times before they convert.

Others might need just one visit.

6. Set up smart re targeting

As we mentioned previously, there are ways to build custom audiences after installing the Facebook pixel. You can create them based on:

  • All visitors
  • Visitors who clicked a button
  • Visitors who scroll to an element

All three categories indicate a different level of interest in your content and your brand

. By creating custom audience, you can display separately targeted ads and land your audience at more relevant places.

With that advantage, you can create ads , landing pages and other content better tailored to the narrowed audience segment.

9. Analyze results

Now that you have created and started running your facebook campaigns,it is time to analyse the results being generated. Otherwise it is not worth it

.Facebook Ads Manager: This will help us analyse if the decisions we made earlier during campaign set up was right or should we tweak it Which gender, age group, or at which location were more interested?Also it helps us in measuring the ROI

Google Analytics: Use Google analytics report to see if your facebook ads were successful in influencing the decision of a potential customer to proceed with your product.

Try not to limit your analysis to each promotion campaign. It is advisable to have a complete overall look at your ads to see which forms of content perform better than others.

Consider your Facebook visitors who clicked a button like “Take a look” or “sign up.” These people likely are closer to proceeding with your product/service, so you can run a retargeting campaign to direct them to a product or service page.

However, Facebook visitors who didn’t click the button might be better served with another piece of relevant content. Why do we do this? To get them more engaged before the sell contact

Another tip we would like to give you is to incorporate Facebook Messenger ads in your campaigns to deliver more one-on-one messages and personalised relationships

As described above, a lot of details go into Facebook campaigns. The type of content you are promoting heavily influences the way you should do it. Your target audience, and business also play a role. But if you methodically implement and split test your campaigns, you should have a solid idea of what works best for your business. And that’s the best way to create paid Facebook promotion campaigns that position your content in front of the right people.

Snippet

You have done a lot of efforts and spent time to develop your content. You have employed all the strategies we gave you in the previous article. Now you post it on Facebook. But in spite of your content being of top quality, you fail to get engagement and the reach you hoped for

Would you believe the statistics? Organic post reach in Facebook is only to 6% of your page followers!

Now you would not have created this fabulous content for such less number of viewers. If you prefer better reach on Facebook, you have to invest in Facebook ads.

Research shows that the average reach on Facebook ads is 4x greater than average organic reach

Let us know show you the plan to utilize Facebook advertising to promote your content in the most effective manner

Gist

Would you believe the statistics? Organic post reach in Facebook is only to 6% of your page followers!

Now you would not have created this fabulous content for such less number of viewers. If you prefer better reach on Facebook, you have to invest in Facebook ads.

Research shows that the average reach on Facebook ads is 4x greater than average organic reach

Let us know show you the plan to utilize Facebook advertising to promote your content in the most effective manner

a lot of details go into Facebook campaigns. The type of content you are promoting heavily influences the way you should do it. Your target audience, and business also play a role.

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