Tag Archives: Facebook

Facebook Advertising: 5 ways to get more for your money

we all have a story to tell

A few weeks ago I was involved in a workshop regarding Facebook advertising. In a previous post I’ve spoken about why I think Facebook advertising can be beneficial, but there was one particular  thought which cropped up that I wanted to share with you, and that’s:

You may pay for advertising but you still have to earn your place at the Facebook table

Facebook is public but most people use it to share somewhat private information and communicate  with loved ones. As such it’s not the primary place many of us choose to hear from brands.

As an advertiser you are not competing with other companies as much as  personal posts. For example – your advertising could quite easily end up between a picture of a sonogram announcing a close friends pregnancy and cool photos of family on their summer holidays in sunnier climes. Therefore Facebook advertising can easily seem  like an intrusion.

So the question is; how do you as a brand earn yourself an invitation to the Facebook table as opposed to being written off as an intruder?

1. Inspire by communicating your why

We all know that traditional advertising is not the purchase driver that it once was, and one of the reasons is that customers don’t want fluffy fake marketing messages, they want real and meaningful. Your brand has to be about more than selling, it’s about  telling a story, one that is real and resonates with your audience, and that has to begin with why your business exists. A lot of businesses know what they do but few know why, and if you don’t understand the why, your story is always  going to be flaky. Simon Sinek elaborates on this in his infamous Ted Talk on the Golden circle:

2. Leverage the power of visual story telling

visual story telling

Often nothing says it better and quicker than a picture, you can convey a thousand words in a single picture, this is increasingly important in our society where time poverty seems to be an epidemic.

Pictures are also a lot more emotive than words and have the ability to move people in an instant. So much of what is posted on Facebook is motivated by emotion; feelings of joy, anger, happiness and sadness, so it seems fitting that ads convey some level of emotional sentiment.

Facebook has also acknowledged the impact of imagery by recently redesigning ad formats so that all ads are centred around a key visual.

Facebook ad formats

3. You’re creative should fit in, but your message should stand out

What I mean is that your ad shouldn’t look like an ad it should fit into the Facebook environment. This is the point of native advertising it shouldn’t be intrusive but instead fit into the flow of Facebook content.

And yet the message should stand out, yep I know this sounds like a bit of a contradiction but these examples from  Shopify illustrate what I mean.

Shopify Facebook ad right

Shopify Facebook ad

You can see clearly how both ads fit comfortably in a Facebook newsfeed and yet they’re interesting enough to cause you to stop and pay attention.

4. Tailor your messages to reach different audiences

When you go on a date, you don’t want to feel like the person is sorting through options, you want to know that the person is interested in you as an individual. Advertising is similar, don’t deliver one size fits all messages, tailor your message to your audience. Facebook provides numerous options for targeting your messages accordingly.

As mentioned in an article from The Guardian on the atomisation of advertising, brands need to ‘contextualise the message by atomising advertising into a series of sustainable, high quality messages that are relevant irrespective of where the consumer chooses to engage with you’.

For example, if you’re a car dealer, you might have two ads for the same car; one targeting budget conscious men, one targeting mums.

The headline targeting men might say; ‘more miles for your money’.
The headline targeting mum’s might say; ‘it’s a car but it’s as safe as houses’.

5. Test your creative and ask the following questions:
  • Does it meet your objective - is the tone of voice on brand?
  • Is it a compelling story?
  • Does it have thumb stopping power? (i.e. is it good enough to make a Facebook user stop scrolling down their Facebook feed )

If you are using or considering Facebook advertising I hope this post helps, and for more on brand story telling I highly recommend the ebook below.

If you have any comments or questions I’d love to hear from you, so please feel free to leave them below.
Speak soon,
Katrina
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Facebook Advertising: Advertising Alive & Well Pt3

Facebook advertising 

For the 3rd post in my ongoing series Advertising Alive & Well I’ve chosen to hone in on Facebook as it’s the most popular social media network, has a well-established ad platform, is one of the most effective forms of online advertising and is one of the easiest to get started with. I did consider writing a post on the ins and outs of Facebook advertising but decided against that because there are already tonnes of very useful and comprehensive resources available. These guides describe in detail how Facebook ads work, the various types of Facebook ads, the do’s and don’ts and more, I’ve included links to a few of these resources at the end of this post. Instead I’ve decided to share 5 reasons why I think you should consider Facebook advertising, no matter what size your budget is:

1.       Popularity

No doubt you know this already but Facebook is by far the most popular social network on the planet, with 1.25billion Facebook users across the world with more than 33million of them in the UK. As such it enables you to reach pretty close to every niche group or demographic that you might want to reach.

2.       Targeting

Facebook has access to large amounts of data and insights that few other companies have. This means that you are able to target ads at a level of detail that has previously been impossible in the advertising world. Instead of keywords Facebook allows you to enter interests and demographics, which in some ways is a more human and effective way of advertising than targeting based on keywords.

3.       Affordability

You decide how much you want to pay and set daily limits. Facebook offers payment flexibility by allowing advertisers to purchase ad space based on pay-per-click (PPC) or cost–per-thousand views (CPM), this allows you to tailor your ad campaign based on budget. The famous John Wannamaker quote “I know that half my advertising works, I just don’t know which half” no longer holds true. With Facebook advertising you are able to see exactly what is working and what isn’t, you can then scale what does work and pull back on what doesn’t. This means that you can not only achieve high traffic volume to your Facebook Page or website, but more importantly, traffic that converts to action whether it’s a lead or a sale.

Advertising has become less art and more science.

4.       Image based ads and more

Pictures are far more effective at grabbing attention than text, Facebook allows you to include images in each ad which helps to increase engagement. Facebook sponsored ads are also an example of native advertising which is less intrusive than other forms of advertising as it appears very much like organic content in a timeline.

5.       A resource to learn more about your fans and customers

There is a nifty feature on Facebook Pages called Facebook insights which gives you a more detailed picture of what’s working and some indications why. Facebook Insights includes useful information such as:

  • Reach: how many people saw your ad
  • Demographics: who is actually liking, commenting, sharing your posts, are they from your target audience?
  • Benchmarking data: allows you to compare the performance of your page at various points in time
  • Where your likes have come from

Hopefully this post has given you a few reasons to consider Facebook advertising and shown you yet another example of why advertising is very much alive and well.

As promised here are a few resources that I’ve found particularly useful:

  1. 45 Fabulous Facebook Advertising Tips & Magic Marketing Tricks
    Info about selecting your campaign objectives, various Facebook advertising formats, how to control the costs of advertising on Facebook and more.
  2. Facebook ads that convert (video)
    I’m a huge fan of Sandi Krakowski, she is a Facebook advertising expert and offers a tonne of resources on how to advertise on Facebook like this video. With over 390,000 Facebook fans she not only talks the talk but walks the walk.
  3. How to master Facebook marketing in 10 days (ebook)
    More about Facebook Marketing in general with a little on Facebook advertising, as I’m such a fan of HubSpot I thought I’d share. HubSpot are inbound marketing experts and if you haven’t already I highly recommend visiting the HubSpot blog
  4. How to use the new Facebook Insights
    This post all about Facebook Insights is from Social Media Examiner another very good resource for all things social.

Speak soon,
Katrina

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