facebook advertising strategy

#ContentWritingChat Recap: Getting Maximum ROI From Facebook Advertising with Amanda Bond

March 24, 2022November 8, 2019 by Rachel Moffett

There’s no denying that Facebook advertising is HOT. Ads, when done right, can be an effective way to reach your target audience and ultimately give your business a major boost. But how do you make sure you’re going about Facebook advertising the right way? Well, that’s exactly what we discussed in this #ContentWritingChat! #ContentWritingChat Recap: Getting Maximum ROI From Facebook Advertising with Amanda Bond Hey, everyone! Welcome to #ContentWritingChat! Today, we’re chatting all about Facebook advertising with @TheAdStrategist. Make sure you give Amanda a warm welcome to our chat! pic.twitter.com/zmMoU5QLIA — Express Writers | Your Content Writing Team (@ExpWriters) November 5, 2019 Our guest host for this month’s chat was The Ad Strategist herself, Amanda Bond. Amanda is a pro when it comes to Facebook ads and she shared some incredible tips with us throughout the chat. Be sure to check her out, but first… Let’s dive into the recap! Q1: What makes Facebook advertising worthwhile and how do I know if it’s right for my brand? To get things started, we asked everyone to share why they felt Facebook ads are beneficial for a brand’s overall strategy. And how can you determine if you’re actually ready to invest in advertising? Here’s what some of them had to say: A1. The key word here is “CAN” be. Not everyone is ready for Facebook ads. And if you don’t have a sales process that already converts, it’s a hella fast way to lose cash… and FAST! #ContentWritingChat — Amanda Bond Speaker #SMMW20 (@TheAdStrategist) November 5, 2019 Amanda mentioned that Facebook ads can be a wonderful investment when they’re done right. But as she pointed out, not everyone is ready for advertising because it can lead you to lose money fast if you aren’t sure what you’re doing. A1. Want to know if you’re ready to run Facebook ads? First question to ask yourself: “Do I have a sales process that converts already?” i.e. are your widgets already selling? (i.e. program, membership, product, services, etc) #ContentWritingChat — Amanda Bond Speaker #SMMW20 (@TheAdStrategist) November 5, 2019 She feels you need to have a sales process that’s already converting if you want your ads to be a success. A1: For the #smallbusiness community, you must have the budget available to do this in the first place. So, that’s an immediate factor. Then, it’s about, does Facebook have the community you want to galvanize? #ContentWritingChat https://t.co/i3LyRUc3MC — Ray Sidney-Smith (@w3consulting) November 5, 2019 Other things to consider, as Ray pointed out, include whether or not you have the budget for advertising and if Facebook is the best place to target people. If your audience isn’t actively using Facebook, focus your advertising efforts on the platforms they are using. A1: If you do Facebook advertising right, it can have a high ROI. But you need to do your research first. If your customer base is not using Facebook, you should not spend your money on ads. #ContentWritingChat — Netvantage Marketing (@netvantage) November 5, 2019 Lexie agrees. If your audience isn’t using Facebook, it’s not worth your effort to run ads there. You’ll want to find a better platform to use. Q2: What are some key elements that every successful ad should have? Once you’ve decided that you’re ready to create ads of your own, you want to make sure they’re standing out from the crowd and generating results. These tips just might help you do that! A2. But, seriously, you need a solid game plan. An actual strategy! With clear intentions, goals, and ways to measure your results to see if you’re on (or off!) track. #ContentWritingChat — Amanda Bond Speaker #SMMW20 (@TheAdStrategist) November 5, 2019 Amanda knows that having a strategy is crucial when doing Facebook advertising. You need clear intentions, goals, and ways to measure your results if you want to ensure your ads are performing as you hoped. A2. Other than that, you’ll want to make sure you have: (1) strong copy, and (2) a clear call-to-action (CTA) or intention for what you want your audience to do as a result of your ad. #ContentWritingChat — Amanda Bond Speaker #SMMW20 (@TheAdStrategist) November 5, 2019 Besides just having a strategy in place before you begin crafting an ad, the ad itself should have strong copy and a clear call to action. A2: Know your goals. Outline a channel by channel marketing and advertising strategy. Choose the right ad objectives. Then, define the budget needed for that. Then, create the visual/textual assets for the ads with CTAs. Finally, structure you ads for launch. #ContentWritingChat https://t.co/Taq2c8KE0n — Ray Sidney-Smith (@w3consulting) November 5, 2019 Ray’s plan to master Facebook advertising is definitely a winner. And it all starts with knowing your goals. A2. Ads that STOP me in my tracks are storytelling-based ads. I pay attention when I see all of this happening in an ad! ⚡️ -Solid plot -Awesome, relatable characters -Humor/comedy -Storytelling Examples: @PooPourri, @squattypotty, @Droppslaundry #ContentWritingChat — Julia McCoy (@JuliaEMcCoy) November 5, 2019 The ads that grab Julia’s attention have a solid plot, relatable characters, and contain comedy and storytelling. A2: Ads should have: – compelling graphics – a clear CTA (call to action) – a measurable internal goal #ContentWritingChat — Elizabeth Greenberg (@BettaBeYou) November 5, 2019 Elizabeth feels great ads have compelling graphics, a clear call to action, and a measurable goal for the brand to track. A2: whether it’s a bold color scheme or eye-catching font, the ad should stop me from scrolling and grab my attention. #ContentWritingChat — Mara (@G2Mara_C) November 5, 2019 Mara feels that great ads are eye-catching. You need to get them to stop scrolling and take notice of your ad. She feels that bold colors and a great font can help with that. Q3: Do you have any tips for creating captivating copy and eye-catching images for ads? We know that copy and visuals will make or break your ad, so how do you make sure you’re appealing to your target audience? Keep these tips in … Read more

Facebook Ads for B2Bs: The Insider Guide to a Facebook Advertising Strategy Mapped to Your Buyer’s Journey

January 1, 2021November 28, 2017 by Adam Oakley

Are you turning Facebook Likes into actual dollars in your company account? Most marketers begin their Facebook advertising strategy with enthusiasm, watching as likes pour in from people active in their target niche, and waiting for the big payoff… But more often than not, the payoff never comes. Beyond some new Page Likes and a few extra clicks on the website, the ad campaign seems stalled. People aren’t buying your product. What gives? In this article, we’re going to dive into what keeps people from flocking to your web page and buying your product or subscribing to your service. We’re also going to examine successful ad campaign strategies and ask an architect of these campaigns – Dave from Magnificent Marketing – what the secret is. As you’ll soon find out, the secret is to know your customer, and to position yourself to offer them the right ad at the right time. Facebook has tools that allow you to map your ad campaign to the buyer’s journey. This isn’t as hard as it may seem at first glance – so read on to find out. Part One: What is the Buyer’s Journey and How Can a Facebook Advertising Strategy Follow it? Before we go into the actual step-by-step procedure of mapping your ad campaign to the buyer’s journey, we should cover exactly what the buyer’s journey is and why it’s important. Think about the last thing you bought. Whether it was a soft drink at a convenience store or the home of your dreams, you went through three distinct phases before purchasing that item: Awareness. You became aware of a problem. This can be any sort of obstacle preventing you from achieving a sense of perfect contentment. Maybe you were thirsty. Maybe you fought with your landlord for the last time and decided you need your own house. Consideration. You took some time to define the problem and looked for ways to solve it. You browsed the freezer section of the convenience store. You contacted a real estate agent and talked to banks about getting home loans. Decision. You chose a solution that offered the greatest value towards solving your problem. You slid your favorite lime-flavored soft drink across the counter, or signed off on your home purchase. As you can see, every purchase a person makes follows these three stages in some way. In many cases, the only part that changes is how deep the consideration stage goes. Your Facebook audience is no different, and if you advertise to them without taking these three stages into consideration, you are almost certainly losing money in the process – even if Facebook is one of the most cost-efficient ad platforms in marketing. Facebook has a special tool you can use to tell which stage a user is in based on how they’ve interacted with your website. You need to organize your advertising strategies to show people different types of sponsored content to people based on their position along the buyer’s journey. So What Does This Look Like in Practice? Actually creating ads that cater to your users in this way is simple. Pay attention to the wording and specific offer that each boosted post advertises. Here are some examples, chosen from a random selection of advertisements addressing a single topic. All of the following advertisements target Facebook users that like pages related to entrepreneurship and start-up culture. As you’ll see, each one takes a slightly different position on how much it assumes of the user. 1. Awareness This ad is directed towards any Facebook user who likes pages related to entrepreneurship and start-up culture. Notice that it starts with the words “Did you know that…” and then goes on to offer a statistic that showcases the company’s value. It makes no assumption on behalf of the user, and offers free access to a general set of resources that should be useful to anyone who is interested in entrepreneurship. 2. Consideration At this stage, Allied for Startups makes a number of assumptions about users who view this ad. The first few words specify that this ad targets data-driven startups and the people who run them. It then goes on to assign positive value to Polish tech talent, presuming that the user runs a data-driven startup and is looking to hire talent. This ad’s call-to-action is pretty vague. “Let’s fill Europe with startups” doesn’t really specify what you should do. Register your startup as a Polish company? Hire remote workers from Poland? Move to Poland entirely? You are meant to be sufficiently intrigued by this ad to click on it and find out more. 3. Decision This ad not only assumes that you’re an entrepreneur, but goes so far as to presume the exact type of business you wish to open, and offers a complete solution that meets your needs precisely. This particular type of entrepreneur is not interested in tech, not interested in hiring, and not interested in forming a network – this advertisement’s target wants to grow and sell food. The ad has gone so far as to specify that you don’t “need a green thumb” to use their solution, further narrowing down the target audience of the particular post. Mapping Sponsored Content to Your Sales Funnel Our partner, Magnificent Marketing, has cracked the code on getting the most out of sponsored content on Facebook. Not only do you need to generate content that speaks to buyers at each of these distinct phases, but you have to make sure that your audience sees that content at the right moment. There is very little benefit to showing a decision advertisement to a customer who has never heard of your brand before, and who has no particular reason to trust you above any other name in your industry. This means that you have to develop content in tiers. Think of your sponsored content as being mapped to a reverse pyramid: You should plan on generating less content for each step moving down the pyramid. Using a … Read more