Marketing Agency: How to Get Better Results From Your Facebook Advertising

POSTED: August 11, 2015 BY: CATEGORY: ,

Facebook advertising has been around for a while, and although it can be great for B2C marketers, there are probably more effective platforms (like LinkedIn) for B2B marketers. Facebook has changed quite a lot over the years and a lot of businesses I speak to find it difficult to keep up with the new features that keep on popping up.

If you’re keen to get going with Facebook advertising, or you’ve been doing it a while and want to make sure you’re making the most of it, here are a few suggestions for you.

Make use of targeting

One of the strengths of Facebook’s advertising platform is the vast array of targeting options that allow you to really narrow down who sees your ads. If you’re not making use of them, you could be missing out. When you plan your Facebook strategy, think niche. Targeting smaller groups with tailored ads is likely to get much better results than going for a more widespread approach.

The most important three options to use are interests, purchase behaviour and demographics and getting to grip with these can make a huge impact on your return on investment and the effectiveness of your Facebook advertising campaign.

Use the custom audiences feature

Custom audiences is one of Facebook’s more recent features and it has proved very effective for marketing. Using custom audiences you can target people who have already engaged with you via your website or who have given you their email addresses.

Through website traffic you can retarget people who have visited your site and show your ads to them on Facebook. Retargeting has been proven to be highly effective at reeling in people who you weren’t able to convert the first time and it’s well worth doing.

The other custom audience feature you can use is to import the email details of your current customers or subscribers and retarget them on Facebook. It also allows you to run special Facebook promotions to target them exclusively (if you have over 100 email addresses).

Use emotional appeal to capture attention

The majority of Facebook users’ feeds are cluttered with businesses vying for attention and the best way to get noticed is to create posts that have emotional appeal. Given the social nature of Facebook and its use as a personal platform, emotionally appealing ads are particularly important here.

Think about using emotion-invoking images, adjectives and language to communicate your message. The most effective emotions to use are happiness, sadness, anger and fear as they have the power to change behaviour and influence buying decisions.

When it comes to maximising your results from Facebook advertising, it pays to work smarter instead of harder. Using a combination of targeting tools and appealing to your audience on an emotional level, you can improve your Facebook marketing strategy and get the great results your business deserves.

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ABOUT THE AUTHOR

#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.