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The strength of any structure lies in its foundation. When it comes to Facebook marketing, it comes down to the setup of your campaigns. A strong, correct setup leads to better success.
Let's talk about the five components of a Facebook campaign that you need to properly set up to ensure your success with Facebook ads.
Targeting: Talking to the right people
Targeting is the most important aspect of Facebook ads. Outbound marketing has proven ineffective these days. Instead of casting a wide web, you need to know where to cast your narrow, targeted web in order to get your marketing precise.
Reaching a larger audience – casting a wider network – can indeed lead to faster results. But it is more expensive and the yields will not be satisfactory.
On the other hand, it takes a lot of time to target a specific audience – to cast a closer net. But it's cheaper and you get the variety and amount of customers you want.
And just like fishing, your target audience is always changing. To ensure correct targeting in your campaigns, you need to constantly optimize and optimize your target group.
To understand who your ideal prospects are, always do your research and listen socially. Listen and watch who your audience is so you can market to the right people.
Headlines: Avoid "baiting" your audience
Sensational headlines have been the bane of marketing since the invention of the printing press. Yes, curiosity is a big factor in what makes people click. However, a Facebook campaign isn't all about clicks. It's about building a community and getting conversions.
The best way to derail such community building is to use clickbait headlines. I am sure you found these on your Facebook timeline. Those vague, emotion-inducing headlines that instantly disappoint you when you click one. Your audience deserves better.
Use transparent, easy-to-understand headings that are tailored to the specific people you are targeting. Here, too, the right target group is your first step. Using the right, relevant headings is your second step. Both must be set up properly.
Otherwise, even if you don't think of it as clickbait, your headline may be misunderstood as such if it is sent to the wrong audience.
Related Topics: How to Turn Facebook into a Marketing Goldmine for Your Brand
Copy: Always have multiple iterations
The term Copy can be misleading. When you have a marketing message, you can just copy it, send it to multiple people and see what happens.
In reality, this means that you will need different copies of your marketing material. Always test them to see which copy is right for which group of people.
And yes, even your already specific niche of people can be broken down into more subgroups. These sub-groups must be provided with a unique copy. You need to test this copy and adapt it to that particular audience. Make sure you have different iterations of your ad copy to suit the different segments of your target audience.
Remember, your ad copy is an extension of your headline. Their main purpose is to get people's attention. Make it interesting without it sounding like a clickbait.
Visual components: let them stay
Your Facebook campaign contains only two types of visual components: pictures or videos. If you want to have a successful campaign, you need to have a video.
First, videos are cheaper than images in terms of cost per lead. They're also more effective at engagement. They get more likes and shares, people watch them longer, and they provide more information to viewers.
Second, video production is no longer that expensive. Just use your iPhone to record, turn on the lights, and talk.
Consumers even prefer the authenticity of home-produced videos recorded over the phone over full-production setups. They are more relatable and easier to create.
Related: 5 Tips for Creating a Killer Facebook Ad Campaign
Call to Action: Tell them what to do next
Without a call to action, your Facebook campaign will be ineffective. Again, your Facebook campaign is about building a community and converting a large part of that community into your customers. You can create a community using the four components described above, but you cannot convert it without a call to action.
Suppose you targeted your client with your headline, copy, and video. Now they think, "Okay. You got me. I'm interested. What's next?" Next, tell them, “Well, what are you waiting for? Buy now! "
Your call to action must be strong. Otherwise it will not take effect. It's like playing a nice combo in boxing but never delivering a knock-out punch.
And if you feel that your call to action is not strong because it is short, extend it.
Calls to action are not limited to the buttons. Like a guarantee, they can also be part of your copy. “Buy one now. And if it's not effective, you can send it back for free! "Such a powerful call to action will help allay the prospect's doubts, which will result in their conversion into a buying customer.
Don't stop getting set up
Even if all of the components of your campaign are working perfectly, your job isn't done yet. This is not a set and forget process. It is a "rinse and repeat" operation.
The most common misconception about a setup is that it will only run at the beginning of your campaign. While technically it is, and you can use techniques to streamline this part of the process, you will need multiple campaigns to be successful.
Even if you only have one campaign right now, you will find that after a few months your campaign will plateau and eventually go downhill. If so, you'll need to start the process again and begin your setup.
Now that you know the basics of setting up your Facebook ad campaigns, you can tweak each component, adapt to trends, and tweak the campaigns to get the best results from your Facebook ads.
Related Topics: Discover How To Grow Your Business On Facebook By Learning Marketing Strategies