So you’ve been talked into starting a Facebook Page for your business but aren’t sure how to get people to like it. According to Facebook, “people who like your Page spend an average of 2 times more as your customers than people who aren’t connected to you on Facebook.”
Facebook advertising is one of the best ways to get new likes on a Page. It’s targeted to your audience which really helps with engagement. Why have all those likes when no one is talking about it or interacting with you?
Facebook users have identified themselves by liking Pages, saying what they are interested in, joining groups. You want to sell your products and services to the “right” people. Ad targeting is Facebook power.
The first step is to decide on your strategy for advertising. What to you hope to accomplish? With advertising you can increase your Page likes to reach people who aren’t connected to your Page yet, push your posting to more fans, increase attendance at an event, send traffic to an app that promotes your service or product, and direct viewers to your website.
After deciding what you want from advertising, then decide which type of ad will be most effective. There are several ways to advertise on Facebook. Most people are familiar with the small ads and Sponsored Stories that appear on the right side of the page. Promoted posts push your status update (that may include a link, photo, video or plain text) to more of your fans. This is another conversation on why not all of your fans see your postings. And lastly, you can put an ad directly into the news feed which appears on viewers desktop and mobile news feed. Mobile ads allow you to interact with users in the news feed and not on a Facebook Page.
Your next decision is where to send the lead traffic. Once someone clicks on your ad, where do you want them to go? Your options are to the homepage of your Facebook Page, to a custom app or tab with a “like gate”, to an event, or to a website URL (off Facebook). Technically you can run an ad without having a Facebook Page, just send the traffic to a website URL instead of a Facebook Page.
The two most important decisions when setting up your ad are which image to use and what will the headline be. Images attract viewers and you are more likely to get a click through when the image is eye-catching. Headlines in first person that are nice and engaging do better than salesy type “buy from me” ads. People are not on Facebook to shop. They are on to interact with friends so your ad is disruptive.
There is no right way to do a Facebook ad. Advertising using A/B Testing will help you determine the best way to advertise for your business. Set up multiple ads with different images to monitor the effectiveness of your image, headline, and text. Stop and start ads while reviewing the ad stats.
If you are interested in getting your message directly into the news feed on a viewers mobile phone, contact us here.