Facebook is one of the best ways to grow your business online. But the real question is, what are the best ways to do this? Well, let’s dive right in and take a look.
#1 Increase engagement with Facebook Messenger ads
Facebook messenger ads look like conventional ads but serve a very different purpose. They encourage audiences to send your business a message and start up a conversation with you.
This a great way to reach a big audience whilst also opening up the possibility of direct messaging between you and your customers.
Select the Messages option in Facebook ads manager to create a click-to-Messenger ad and either use a pre-made template or customise your own to suit your needs.
This is a great way to get personal contact with your audience and is a low-cost action to hook people in. Messenger ads are shown to increase your return on ad spend by 700%! This is a really great way to grow your business today.
#2 Get much more audience engagement with Facebook video
Facebook loves video right now. It just loves it.
And that’s because audiences love to watch video on Facebook, clocking up an incredible 100 million hours per day.
So if you want to grow your audience, video is the where it’s at.
You should take every opportunity to create video content to share on Facebook. You don’t need to stand in front of a camera to do this, you can create animations and videos easily with a range of free and paid for tools. So you have no excuse not to do it.
Live video is very popular. You can create a live event at a pre-advertised time in which you will give a Q&A, or perhaps interview someone popular from your industry. This will have appeal to your existing audience but is rather limited.
Fortunately you can use the power of Facebook advertising to spread the word and build interest about your live video event. For example, you can run an ad asking people to like your page so they'll get a notification when you go live. This is a great way to build your page likes as well as blowing people away with your live videos.
When you do this, take the time to encourage people to like or leave comments on your stream. Facebook will give you more organic reach the more engagement your video has.
At the end of your video, finish with a call to action encouraging people to like your page, share the live video (which will actually get more views when it’s rebroadcast) and then direct them to the next stage in your sales funnel.
There are over 8 billion video views on Facebook every day. That’s a massive potential audience to grab a slice of! This is such a great way to get more engagement from your audience. Incredibly, Facebook videos get more engagements that YouTube!
Even the Guardian, which predominantly posts text articles, gets the most engagement from video. Here’s their top 4 most engaging posts….
With videos, as with all ads, you should target your audience as we talked about above, and make sure you Follow Facebook’s recommended video lengths based on where you want your video to be shown.
A video doesn’t have to be something you filmed in front of a camera. You may not be comfortable with that, or it may not be the right strategy for your campaign.
You can also turn images into videos using one of Facebook’s video templates.
#3 Get more leads from Facebook ads
Facebook likes to keep people inside its platform. That’s why it doesn’t like you sharing links, especially to YouTube, its bitter video rival. This can get in the way of growing your business. So how do you get people off of Facebook and into your sales funnel?
Well the answer is to use a Facebook ad aimed at lead generation.
Again, you have a range of options to choose from.
Your ad will lead people to a form so you can get back to them for follow-up. It will automatically populate the form with people’s details to provide a really streamlined experience.
You can then export the captured lead data and use it to follow up on your new leads.
#4 Make more sales with Facebook retargeting
Retargeting works by using a short piece of code called a Facebook pixel.
The pixel lets you track people who visited your webpage and helps Facebook automatically deliver ads to people based on the likelihood they'll take action.
You can use retargeting to encourage people who have abandoned their carts to check out, or retarget your products to people who viewed your site but didn’t take further action. Data shows that 26% of people will complete a cart order later if retargeted!
This is because there are lots of reasons why people abandon carts, it doesn’t necessarily mean they’re not interested in your products. It may be that they were browsing and got distracted, or they were checking out various brands but they’d be willing to buy if retargeted.
Retargeting is also a way to encourage people to buy if they’re initially showing resistance. For example, a lot of people get put off by shipping costs. Your retargeted ad could offer free shipping.
Retargeting can boost the click through rate of ads by 10x and your website visitors are 70% more likely to convert if retargeted. This is a very powerful way to grow your business.
#5 Build brand awareness with content promotion
Most of the small business owners I talk to want to get started right away with building brand awareness. And it’s not hard to see why. It's estimated that people need to see around 7 brand impressions before they will remember your business. This means it’s important to build as much brand awareness as possible.
But first, a word of caution here. Brand building is a long term process. It certainly doesn’t happen overnight and it can be a big investment. Think of this tip as something to do after you have implemented points 1 through to 4 and are in a position to take your brand viral. That’s the point at which you will start to reap the rewards of awareness building.
What is brand awareness?
Like it sounds, brand awareness is a measure of how familiar people are with your brand. It’s something marketers are always trying to increase, but also something that can be hard to measure. A good indicator of brand awareness is how many people are making searches for your business name online.
Think about it this way: which brand would you rather be...
Coke, with over 18000 direct searches?...
Or Orangina, with under 4000?
I hope you see my point.
The great news is Facebook is an excellent way to increase your brand awareness. Ads Manager has a brand awareness campaign option just for this.
You can either create a new custom audience precisely targeting potential qualified leads, or you can import your own audience contact data to create what’s called a Lookalike Audience.
This is where Facebook mines it’s massive stores of customer data to match it to your existing audience.
Now, brand awareness is not an upfront sales technique, it’s about promoting content that lets people into your world.
Think about the John Lewis Christmas ads (you may need to Google this if you’re outside the UK!). They’re not directly advertising John Lewis products, they’re actually designed to boost brand awareness.
And they get a huge amount of likes and shares on their Facebook page. But not just that, loads of other pages talk about John Lewis too. This is the power of using Facebook to generate brand awareness.
To build brand awareness with Facebook ads the trick is to create appealing, shareable content and use Facebook’s powerful ad engine to get your company in front of the right people using audience targeting.
Giving-focussed shoe brand Toms generated lots of brand awareness targeting audiences based on their customer data.
Their Black Friday ad featured no sales pitch, instead they used a Facebook canvas ad to display a video celebrating the power of giving.
Because it wasn’t structured like a traditional ad it got people’s attention and created massive brand awareness.
Build brand awareness by…
- Creating content that is well designed, attractive, and that will intrigue your target audience, be it video, mobile optimised Canvas, photos, or Carousels.
- Using Insights to build a target audience based on customer personas
- Split test your ads to see how changes to audiences or content could increase the impact and reach of your ads.
Example of a Carousel ad:
I can help you grow your business with Facebook ads
There are so many ways you can grow your company with Facebook ads, and this post has only just touched the surface. Keep watching this blog for upcoming advice and tutorials. If you really want to fast track your success on Facebook, let’s setup a Power Hour advice session personalised to your needs. I’ve helped companies get £4 back for every £1 spent on Facebook advertising and I can do that for you. Just fill in the form below.