Facebook Ad Strategies: 2021
Facebook’s reach is massive. Every day, 1.84 billion people use Facebook. And when they use it, they spend roughly just under an hour on it. Facebook has billions of users. Facebook has billions of people on its network.
That’s why 200 million businesses have business pages on this mega-huge platform, targeting mostly shoppers under the age of 35.
6 out of 10 of social network media users around the world are on Facebook.
And that’s why every business should advertise on Facebook: It is worth the effort because of the enormous exposure.
But you’re worried that your ad budget will scatter around the billions of Facebook viewers like chicken feed, damaging your return on investment (ROI).Valid worry.
$1 out of every $5 spent on digital ads are Facebook ads. That means there’s a lot of ads hitting your customers every minute of that one hour they spend surfing Facebook every day. So… if ads are that saturated, why would they click on your ad?
There are billions of people on Facebook who might view your ad and might click on it. They also might not. Or, worse, they might click on your ad but not buy anything. The barn is on fire.
Getting the right clicks requires a carefully plotted plan—you can’t wing your Facebook ads.
Advertising without a plan is like tossing expensive, glossy, full-color flyers in the wind. The wind doesn’t care who catches those flyers. And it’s hard to know how many flyers were caught by the same person who—though flexible, coordinated, and sporting a pro volleyball vertical—has no pressing need for the product behind the flyer.
The wrong audience blows your ad budget. The wrong ad blows your clicks.
Blown clicks hurts you in the money region. Your goal is to make an amazing ad and show it to the people most likely to need, like, and buy your product. Figuring that out takes time. But it takes less time if someone else figures it out for you.
First, Next, Then
First: The Before Stuff
We’ll start with four essential things you should do before setting up your first Facebook ad because, like all things, proper prep is key to brilliant execution.
Next: The Strategy Stuff
Next comes the fun part. We’ll explore 17 ways to boost your Facebook campaign results with advanced Client Boost-approved strategies.
Then: The Celebrate Stuff
We dance and shake our money regions because we’ve got Facebook Ads under control and we’re all set to build reports that swerve up.
1) Set Up A Conversion Funnel
What happens if you ask a stranger for an ice cream cone?
Odds are, they feel sorry for you, grimace politely, and walk away from you (because you’re a crazy person). But what happens if you ask a stranger for the time? Odds are, they’ll tell you what time it is.
You might exchange a quick “Beautiful day, huh?” and that might turn into a short conversation where you find out you have common friends and share similar interests. At that point, they might buy you ice cream.
The moral of the story is this:
To create a successful Facebook ad campaign, think of your target audience as groups of people in different stages of “ask comfort” (conversion stages).
Create Different Facebook Ad Strategies For Different Funnel Stages
A conversion funnel identifies the different relationships you have with your overall crowd (target audience) and chunks those relationships into stacked tiers. Some people are ready to buy from you right this moment (bottom of the funnel) while others still need proof that your product’s any good (top of the funnel).
A typical funnel has four stages: attract, convert, close, and delight.
Attracting customers has been part of every marketing effort throughout history. What is different with this process is that you are attracting your ideal customers through quality content that is relative to their life and problems. Content with applicable information for your reader. That’s the key to attracting your ideal customers and create organic traffic with leads. When someone has pain, whether, for a business or personal-self, research needs to be done to try and figure out the best approach to finding a solution. Search engines such as Google have shed light on the vast amount of information out there. By utilizing Search Engine Optimization (SEO) and specific keywords, you’re matching what your ideal customers would search for, thus ranking your content higher than others. This will allow better traffic so your reader can actually read your content and not someone else’s. Attracting your ideal customer is the first step of the process and has to be timed correctly. If your timing is off, then your content can become outdated and not as relevant as other articles.
Now that you have attracted your ideal customers with informative content that you created, then what? Then we want to convert them into a lead. Keep in mind, we don’t just want any type of leads, we want quality leads. We want leads that truly care about solving their problem and taking advantage of the opportunity out there. That is also why it’s important to have relevant, informative content to give to your reader. You want to build trust and establish a connection between you and the reader. Providing specialized call-to-actions, along with premium offers is a prime example to attain your reader’s contact information after they have completed the content you provided. Call-to-actions are generally at the end of the content piece to inform your reader that you can “learn more”, “schedule a demo”, and so on…
If you are able to attain your reader’s personal information such as name, email, and company, for example, they just became a quality lead! Hoorah! Even if the number of quality leads that come in is smaller than you are generally used to, you will have a higher probability of closing that lead.
Speaking about closing, let’s close those deals! After attracting your ideal customer, and converting them into a quality lead, it’s now up to your dedicated and passionate sales team to close the deal. This is mainly done by email, phone calls, or in-person meetings. This is also where your sales team and marketing team are able to work together to achieve your company’s goal in closing the deal. At this stage, you will hear your leads’ pains and struggles, and consult them on options that can be of benefit to their pains. It’s important to remember that not all leads are ready to make that deal right off the bat. You have to nurture your prospect through a specific funnel and see if you’re the right fit, first. This will be a process of back and forth until both parties have come to an agreement. Closing a deal is an art form in itself, so make sure you know your product inside and out, allowing your lead to understand the benefits of what you are specifically offering toward their goal.
Welcome to the final stage of your secret marketing process, the delight stage! This can be a very fun stage to enter because now, you have helped your customer through the Buyer’s Journey. Your customers have read your content, submitted their information, and have made a purchase. Now, it’s up to your marketing and sales team to continuously keep in touch with your customer and make sure their pains are solved. It’s up to you and your business to uphold that relationship between you and the paying customer. You’ll be surprised how fast word of mouth spreads. Current customers spend 67% more than new customers. Why? Because they already know it works, they already have gone through the process and experienced the benefits of your product. Delighting your customer is a very important aspect of your marketing process that is often overlooked. Take the time to see how else you can help your customers and create that climate that will benefit you both as time goes on.
No surprise, different Facebook campaign strategies and ad types work better for each stage of your sales funnel. For example, a person who downloaded your eBooks and participated in a couple of webinars is more likely to buy your product than someone who sees your ad for the first time.
First-timers tell you what time it is but they don’t treat you to ice cream.
A well-defined conversion funnel guides how you manage your campaign:
Identify your Facebook audiences.
Develop offers and campaigns suited to each funnel (target) stage.
Develop cross-channel marketing incentives to move people through your conversion funnel
Set different campaign goals depending on the audience’s relationship with your brand