6 Steps to a Facebook Ad Campaign That Delivers

6 Steps to a Facebook Ad Campaign That Delivers

Facebook is the leading social media platform for marketers, and for good reason. It’s intuitive, it has a direct line to nearly every consumer you’d want to share your product with, and it’s convenient.

The fact is, when you advertise on Facebook, you have the opportunity to reach a huge number of qualified buyers who are already interested in your product or service. It’s a pretty attractive outbound marketing method, and it’s easily paired with your inbound marketing strategy too. 

So what’s the catch?

Well, it does cost money.

There’s also the fact that a ton of marketers already use Facebook’s platform to advertise, which can drive Facebook advertising costs up.

But what if we told you there was a way to optimize your Facebook ad campaigns that could minimize spending and maximize performance?

It sounds wild, sure, but it’s actually something our social media advertising experts do every single day. And we’re going to tell you how they do it.

Here are six methods our social media experts use every day to minimize Facebook ad campaign spend, and maximize performance:

#1 Know Your Goals

Facebook offers a massive platform of opportunity. There are more than 5 different types of Facebook ads to choose from, and the Facebook ad manager lets you pick from a variety of campaign goals for each ad you create. It’s important to know what your goals are going into any Facebook Ad campaign, so you can optimize everything to fit that specific goal.

For example, if you were hoping to drive traffic to your website, you wouldn’t choose Facebook’s app install ad or an event promotion ad template. Instead, you’d want to choose a clicks-to-website ad or even a web conversion ad.

If your goal was to boost your brand’s awareness or get more likes for your company Facebook page, then a conversion or lead generation ad wouldn’t make sense either. You’d run a like campaign or sponsor a few of your favorite, eye-catching posts to reach a greater number of potential followers.

While these examples might seem a little obvious, it’s important to remember that every aspect of the ad you create should work towards your campaign goal. With a campaign goal in mind, you can better develop content, creative, and design that work to direct consumers to whatever your goal might be.

You need a solid goal for each Facebook advertising campaign before you start building the ad if you want to see quality results.

#2 Understand Your Facebook Ad’s Audience

We’ve already talked about Facebook having a huge platform on which to advertise your product or company. There are millions of Facebook users, and the fact is, they don’t all want your product. So don’t market to all of them.

If you’re hoping to minimize your budget while still maximizing Facebook ad performance, you might want to look into microtargeting. It’s a thing the HA Digital Marketing ad team does really well (if you don’t mind our saying so), and it’s produced some impressive results for our clients.

Microtargeting is the art of narrowing down your ad campaign’s audience to just the very key consumers who are likely to be interested, or who already are interested in the product or service you’re offering. Effective microtargeting can take a little bit of practice and market research, but when it’s done properly, the results don’t lie.

Whether you’re up on the microtargeting trend or not, it’s good to know at least a few defining factors about your target buyer — their age, their occupation or industry, and maybe even one or two of their interests. These qualifiers make for targeted ad campaigns that can produce better results, for less money.

#3 Don’t Forget About Creative

It’s easy to get caught up in the goals and targeting aspects of Facebook advertising, but it’s important to remember that in the end, your ad is going to real humans. Make sure your creative reflects that.

Consumers respond to images and videos that tell them a story and make them feel something. Click To Tweet

Try not to forget that the content — both visual and written — that accompanies your ad is what’s really going to sell you. Take the time to get it right, and be sure to keep in mind that audience you’re targeting and your goal for the ad campaign as a whole.

#4 Link to Something Good (Like a Landing Page)

If your Facebook advertising campaign’s goal is to drive traffic or web conversions to your site, you have to offer something good, and you need to link to a page that will perform well.

It’s pretty obvious that you need to offer something attractive to get people to click on your ad. What’s not always obvious is how you offer that content or promotion when they get to your site.

Let’s say you wrote a killer ebook that will solve your target audience’s pain points, like right now. That’s life-changing content they need.

Too many advertisers miss out on a quality opportunity by just serving up that content as soon as a Facebook user clicks over to their website. Instead of sending those users to a general page, send them to a landing page.

From here, you can ask for just a little bit of information from them, like an email address and a first name, before they download that awesome ebook. This way, your Facebook ad campaign is proving legitimate, tangible ROI — a qualified lead, with all the contact information you need to keep pulling them through the rest of the sales funnel.

It’s important to remember that your ad is bigger than just a little advertisement on Facebook. That ad should be working on every level to deliver you more leads, for as little money as possible. By linking your web conversion and traffic ads to a landing page that can capture key lead information, you’re boosting the campaign’s overall value to your company.

#5 Keep Optimizing in Real Time

Facebook ads can run for as long as you’d like. Set them to run until you’ve spent your budget, or choose instead to let them run for a few weeks of your choosing.

What’s important is to check back and optimize those Facebook ads in real time.

Facebook ads offer some incredible insights into your target buyer’s ad preferences as well as the effectiveness of the ads you’ve created. Best of all, Facebook lets you optimize those ads in real time. If one ad set is outperforming the others, you can stop the others and let that one use the majority of the budget.

If another ad starts slowing down, consider changing the creative to bump up audience interest.

Take a look at your stats while your ads are running, and optimize them based on the data you’re receiving in real time. These adjustments will help you minimize your ad budget while optimizing the ad’s overall performance.

#6 Think Big-Picture

Our last tip for optimizing your Facebook ad performance is to always keep the big picture in mind.

We’ve already talked about placing a priority on your ad’s objective, but it’s also important to think about how your Facebook ads fit into the bigger picture of your digital marketing strategy.

You might not be able to prove precise ROI from one Facebook campaign or track a campaign's immediate effects on your bottom line. That's okay. Click To Tweet

If you’re able to keep the big picture in mind, it’s easier to realize that a Facebook engagement or awareness campaign can help get the word out about your company and generate more traffic for your website in the grand scheme of things. Your Facebook advertising campaigns are just one part of your digital marketing strategy and should function as such.

Facebook Ads: One Part of Your Digital Marketing Strategy

A Facebook campaign can help you get more traffic, more conversions, or raise more awareness for your company, but it can’t do everything for you. If your Facebook ad campaigns are returning good metrics, and aren’t costing you much money, they’re working in your favor. It’s the rest of your digital marketing strategy’s job to convert those positive results into future leads, contacts, and sales.

Facebook advertising is an important part of any digital marketing strategy. Facebook offers one of the most comprehensive targeting platforms, allowing you to develop and deploy ads that are specific and relevant to key audiences.

That said, Facebook ads take a bit of time and finesse to get just right. If you’re not sure you’re there yet, or if you’d like a little help microtargeting Facebook ad campaigns that deliver exceptional results, the Evenbound team can help. Let’s chat about how we can optimize your Facebook ads and digital marketing strategy for overall company growth.

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What is a Growth Agency? And How to Choose the Right One

What is a Growth Agency? And How to Choose the Right One

Growth agency is a new term you might be hearing a lot lately. It’s going to become more popular here in 2019, so if you’re not quite sure what a growth agency is or does, you’re in luck! We’re about to break it all down for you.

What is a Growth Agency?

A growth agency is a partner whose primary goal is to help your company grow. Click To TweetLike everything in 2019, most growth agencies are going to be digitally focused. Unlike digital marketing agencies of the past that would specialize in one aspect of digital marketing — anything from paid and social advertising to content marketing — growth agencies are beginning to emerge as jacks-of-all-trades that function on a higher, more holistic level.

A growth agency will look at and improve all aspects of your digital and traditional marketing methods, but through the lens of overall growth. They’ll make every strategic marketing and sales move with the intent to grow each aspect of your company from the ground up.

Because a growth agency has such a big investment in their clients, the best ones tend to specialize in one or two industries that they know well, and have history delivering results for.

For us, that’s industrial manufacturing and construction.

What Does a Growth Agency Do?

A modern growth agency will help you grow your business in every possible way. This includes — but is not limited to — support in the following areas:

In a nutshell, it’s a growth agency’s job to partner with your sales and marketing teams to generate more qualified leads, nurture those leads effectively, and help you close on the leads you want for strategic, targeted, holistic company growth.

How Do I Choose the Right Growth Agency?

An agency that’s totally dedicated to your growth and success sounds pretty great. If you’re considering hiring a growth agency to help you boost your marketing and sales efforts, and grow your company overall, here are a few things to keep in mind while you search:

Look For a Team That Specializes in Your Industry

Like we mentioned before, a growth agency’s job is pretty big. They’re focused on growing an entire company that’s not even their own. There’s a lot to keep track of and a lot to remember. You need someone who understands your industry, your target buyers, and the ins-and-outs of your processes.

Most quality growth agencies focus on just two or three industries, so they can offer the absolute best service possible. Look for a growth agency who has worked with companies like yours before, or at least in your industry before. This will give you a leg up as you start to work together and expand.

Look for Numbers and Metrics

Growth agencies should function primarily on numbers. Once they know where your company is at, they should be able to offer up real, specific goals for your future together. They should set goals like:

  • How how many leads they’ll work to get, in a specific time period, like the next six months or year.
  • How many of those leads will convert to sales possibilities.
  • And how many of those sales potentials will close as customers.

Many inbound and growth agencies refer to these goals as SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Timely.

For example, a goal to “grow your business” is not a SMART goal.

A SMART goal might sound something like: Generate 30 new qualified leads in the next two months.

This goal is specific: it identifies one specific metric, new leads.

It is measurable: the goal is to generate 30 new leads.

Attainable is a difficult one to explain generally, but let’s say you had 15 leads in the last two months, but are now implementing calls-to-action and landing pages. 30 new leads would be an attainable goal based on your previous metrics, and the new actions you’ve implemented to boost that number.

This goal is relevant to your company growth, because more new, qualified leads means a greater number of potential deals closed.

Finally, this is a timely goal because it’s been given a specific timeline of two months. Without a deadline, it’s hard to say if you’re improving or not.

If you’re getting general goals that sound like, “Oh, we’ll help you grow your company this year” you might want to keep on looking. A great growth agency will offer SMART goals that provide tangible, measurable results.

Look For A Growth Agency With A Proven Strategy

Every growth agency will say their strategy is the best — it just comes with the territory. You have to do the work of making sure their claims are true. First, you need to make sure the agencies you’re looking at have actual, specific strategies that drive growth. Second, you need to make sure they work. Look for a growth agency with case studies, testimonials, or references from previous clients in your industry. Click To TweetThere should be some proof that they actually walk the walk.

One great way to know in an instant if the agency you’re looking at is legit? Their own business strategies. If they’re not implementing all of the strategies they say they’re experts in (website design, content marketing, pay-per-click advertising, case studies, etc.) you might want to keep looking.

Set Up a Meeting

Do your teams jive?

A growth agency is more a partner than a contractor. You’ll be working closely with them to develop content and strategize ad campaigns that align with your message and boost your lead gen potential. You have to like them, or at least feel like you can work with them on a regular basis.

It’s not uncommon for companies to talk to two or three growth agencies before settling on the best fit. If you’re having trouble choosing between agencies, an initial meeting with each team might help you make the decision.

If you’ve been considering hiring a digital marketing, inbound marketing, or growth agency, let’s talk. We deliver specific, measurable growth to clients in the industrial manufacturing and construction industries, and would love to chat about how we can help your company grow in 2019.

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Not sure if a growth agency is right for you yet? Not a problem. Take a look at some of our case studies and previous work for a few examples of the HA Digital Marketing strategy in action.

How Hubspot Helps Align your Sales and Marketing Teams

How Hubspot Helps Align your Sales and Marketing Teams

Effective sales and marketing alignment is proven to increase revenue by 208%.

via GIPHY

That’s quite a nice little revenue jump.

The benefits of having the two teams work together are very clear: your marketing team draws in the clients your sales team actually wants to deal with, and your sales team can help your marketing team optimize their efforts to draw in those qualified leads.

Sales and marketing alignment makes for a seamless, effective sales cycle that is shorter, and has a higher success rate. Click To Tweet

How Can I Implement Sales and Marketing Alignment?

While it’s clear that sales and marketing alignment is a must, there’s not much information about practical application.

Sure, you need to facilitate greater communication between both teams, but short of having so many meetings that no one has time to do actual work, it’s tough to figure out how you get everyone on the same page. That’s where HubSpot comes in!

The HubSpot Breakdown

HubSpot is an inbound marketing company that developed a customer relationship management software (CRM) by the same name, HubSpot. HubSpot was the first to make the inbound methodology popular, and they continue to stay at the forefront of the inbound marketing industry by putting out quality content and resources, and by continually finessing their sales and marketing CRMs.

As an inbound marketing growth agency, we at HA Digital Marketing are proud HubSpot agency partners. We recently made the HubSpot Gold Agency Partner status, which basically means we’re good at using their software to win our clients more business.

A question we hear often from our own potential clients is, “What is HubSpot, and how can it help us align our sales and marketing teams?”

Many of our clients are industrial manufacturing and construction companies who have either been working without at CRM, or are frustrated with their current CRM (not to throw shade, but it’s usually Salesforce).

How HubSpot Helps Align Sales and Marketing Teams

For companies who need a CRM, and are hoping to work towards closer sales and marketing alignment, we do recommend HubSpot. While we know CRMs aren’t perfect for everyone, HubSpot is our favorite option for qualified clients who need something that can genuinely get their sales and marketing teams on the same page.

If you’ve been weighing your CRM options, here’s a rundown of how HubSpot works, and specifically, how it can help align your sales and marketing teams.

Intuitive, Practical Communication Capabilities

One of the biggest killers of sales and marketing alignment is a failure to communicate.

via GIPHY

The best way to fix it?

Intuitive, practical communication.

It doesn’t make sense to set up a meeting every time something new happens with a lead or prospect, but you do need to have open lines of communication between both teams, so no leads fall through the cracks.

HubSpot helps by offering two CRMs, one that’s designed specifically for marketing teams, and one that’s specifically for sales teams. What’s best is that these CRMs work totally in tandem, and on the same platform.

That means that every interaction your company has with a new prospect is always logged, categorized, and automatically synced across both teams.

Your marketing team can easily look at a lead to see if sales has had the chance to reach out yet, and your sales team can jump into a conversation with a warm lead at the exact moment they’re ready to progress to the decision-making stage.

This helps eliminate interruptions in your day-to-day office work and makes it easy to recap progress at your weekly or bi-weekly sales and marketing team meetings.

Defined MQLs and SQLs

HubSpot also makes it easy to define each lead, and pass them along to the sales team, or back to the marketing team when necessary.

You define what criteria qualifies a marketing-qualified lead (MQL) or a sales-qualified lead (SQL), whether it’s downloading a content offer, booking an appointment, or responding to an automated workflow. From there, it’s easy to move the lead up and down the buyer’s journey based on the criteria you’ve set to qualify them.

You can also set criteria for site visitors, prospects, or subscribers. Say someone has just visited your blog and signed up for your newsletter. If they keep reading your newsletters and blogs, but don’t convert on CTAs or content offers, you might categorize them as a “subscriber.”

You can use that classification to send them information they might care about later on, and your marketing team can continue nurturing them until they take enough actions to pass them along to your sales team.

Automatic Notifications

The HubSpot CRM also offers automatic notifications. If there are specific actions — like downloading a particular content offer or submitting a form on your contact page — that signal to both teams a lead may be ready to convert, you can set HubSpot to send automatic notifications to the responsible parties.

This way, when a lead is on your website, visiting your pages and downloading your content, the relevant team member can strike while the iron is hot — offering up more relevant content, or suggesting they set a meeting — just as that lead is thinking about your company.

via GIPHY

A little creepy? Maybe. But, it’s a great way to offer the personalized, specific service today’s consumers expect from companies of any kind.

Analytics and Reporting

Another sales and marketing alignment benefit the HubSpot CRM offers is its exceptional analytics and metrics reporting capabilities. No matter what metrics you’re tracking, the CRM makes it easy to see and share those reports with anyone in your team.

We’ve said it before, and we’ll say it again: The key to sales and marketing alignment is communication. Click To Tweet Your sales team needs to know what the marketing team is doing to draw in qualified leads, and your marketing needs to know which of their efforts are contributing to a closed sale. HubSpot makes finding and sharing these metrics easy with open reporting that’s easily shared.

At your weekly sales/marketing meeting, your sales team can show the marketing team which leads have finally closed, and how they arrived to the sales team, whether from an organic, paid, or email marketing effort. Conversely, your marketing team can use the data compiled by HubSpot to show the sales team what content new leads are responding best to, and what potential sales angles they can use to close that lead more quickly.

The Ultimate Benefit of the HubSpot CRM Is Transparency.

Effective sales and marketing alignment can increase revenue by 208%. https://bit.ly/2QmDeAI Click To Tweet The best way to get those teams on the same page is a transparent, user-friendly CRM that allows both teams to interact, and see what the other team is working on. HubSpot’s software seamlessly integrates your sales and marketing teams software into one simple platform that offers transparency and encourages communication.

If you’re interested in increasing your revenue by 208% in the new year, the HubSpot platform could help. If you’re looking for concrete, specific ways to align your sales and marketing teams and grow your business, we can help. Get in touch today.

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Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design Website Project: Implementing Intelligent Website Design For Inbound Growth

Fredricks Design

Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.

Click to view the full “Before” image of the Fredricks site.

Their Challenge

Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.

Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.

The HA Digital Marketing Approach

One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.  

Getting Started

We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.

Implementing Design with an Inbound Focus

Click to view the new Fredricks site!

While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.

We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.

With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.

Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.

To support the website’s new design, HA Digital Marketing helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.

The Results

Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:

  • 143.45% more users
  • 146.44% new users
  • 138.92% more sessions
  • 183% increase in overall site traffic

Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.

Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the HA Digital Marketing team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.

Measurable Growth

As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.

Inbound Marketing Growth in 2019

In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.

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7 Ways to Apply Inbound Marketing Tactics to Your Facebook Ad Strategy

7 Ways to Apply Inbound Marketing Tactics to Your Facebook Ad Strategy

Optimizing Your Facebook Ad Spend With Inbound Marketing

In recent years, a solid social media ad campaign has become just as important as a PPC ad campaign for many industries. The fact is, most people spend a great deal of time on social media sites, and because of the exceptional targeting power of social media giants like Facebook, the platforms offer the segmentation data and the exposure many inbound marketers are looking for.

If your company is thinking of starting a Facebook ad campaign, or already has a Facebook ad strategy in place, applying a few inbound marketing tactics can help optimize your Facebook ads for ultimate results. Here are 7 inbound marketing tactics you can use to boost the effectiveness of your Facebook ad strategy:

#1 Target Facebook Ads To Your Buyer Personas

Remember those buyer personas you spent so long drafting and editing? Well, they’re good for a lot more than just your website content. Use your buyer personas to determine your Facebook ad targeting settings. You can’t make content (or ads) perfectly suited for everyone — so don’t try.

Instead, segment your ads based on buyer persona, and build different Facebook ad sets to target different personas with different interests. Facebook offers a vast suite of targeting tools, so you can set ads to go out to people with specific likes, dislikes, hobbies, job titles, and more — all things you probably already have outlined in your buyer personas. Use those buyer personas to develop Facebook ad campaigns that go out to consumers you already know have an interest in the products or services you offer.

#2 Set Clear, SMART Goals

Inbound Methodology tells us that we should always set SMART Goals. That is, goals that are Specific, Measureable, Attainable, Relevant, and Timely.

This principle is directly applicable to your Facebook ad strategy as well. Whether you’re looking to boost engagement, or drive traffic to your website, it’s important to define a goal for each Facebook ad you create, so you understand immediately when your ad is successful, and when it’s not. Here’s how you can apply SMART goal setting to your Facebook ads:

  • Specific: 500 likes, or 100 new followers. A specific, ultimate goal for your campaign to work towards.
  • Measurable: If your goal is to drive traffic to your site, is there a certain percentage of traffic you’re looking for? Do you want a certain number of new contacts? How will you measure the success of your Facebook ad?
  • Attainable: If your last campaign resulted in 15 new followers, you shouldn’t set a new campaign goal of 100 followers. That’s just unrealistic. While it would be amazing if you reached 100 new followers, you need to make sure your goals are set based on real, hard data, and are possible to reach. Otherwise, your results will always be discouraging, and you may not be able to see the benefits that your ads are creating.
  • Relevant: Your goal should be relevant to the campaign you’re putting out. If your ad talks about the story behind your company, your goal might be engagement focused. If you’re advertising a free ebook or webinar, your goal might be more conversion-based.
  • Timely: Don’t let your Facebook ad run in perpetuity, but don’t set it to run for just a few hours either. Plan for your campaign to run for a specific amount of time that will help your company work to its goal, and that will produce enough data for you to learn from and implement on your next ad campaign.

#3 Tell, Don’t Sell

When it comes to creating ads for social media, especially for Facebook, it’s key to keep inbound marketing best practices in mind. That means forget about the hard sell. Especially if you’re a B2B company, a “Buy Now” ad isn’t likely to convert the way you want.

The best way to get today's consumer to interact with your brand is to offer something that's actually attractive to them. Instead of running an ad with your company logo and description, offer a free ebook or whitepaper. Click To Tweet Write a bit of compelling content that tells a story, rather than tries to “sell” your company or your product.

Consumers run from the hard sale like the plague, so put effort into drafting a narrative, and offering up something unique and worthwhile. The more interesting and compelling your offer, the more effective your campaign will be.

#4 Test, Smartly

Always test for your goals by sending out more than one version of your ad. You never know what photo, what content, or even what call-to-action button consumers will respond best to, so it’s always good to test your ads.

How to test multiple Facebook ads:

Let’s say you have two different graphics for the same ad. Create one ad set, targeted to your specific buyer persona, and upload the first image to that set. Launch the first set, and then go back into your Facebook ad manager. You can now duplicate that set — so the ad with the other graphic goes out to the exact same consumers — and simply change the image. Set both ads to deploy simultaneously, and you’ll be able to watch the ads progress, and see which graphic performs best in your targeted audience.

When you’re testing your ads, it’s important to only change one aspect at a time, so you know exactly what is driving more or less engagement, and so you can accurately apply those results to future ad campaigns.

#5 Adjust in Real Time

The digital world is fast-moving. Don't wait for your ads to end to determine their success. Click To Tweet

Facebook allows you to adjust and tweak ads at any point in your campaign, and you should take advantage of that. If you’re a few days into an ad that’s just not performing, you can pause it or adjust your settings for better performance. On the other hand, if you have an ad that’s facilitating a ton of conversions and boosted engagement, you can extend it or bump up the budget slightly. Making adjustments in real-time allows you to maximize your budget on the spot. This way, you’re not wasting money on an underperforming ad.

#6 Focus on Long Term Value

While your immediate budget and spending goals are important, it’s equally important to keep an eye on how much you’re spending relevant to your Customer Lifetime Value (CLV). When you’re just starting your Facebook Ad campaign, it’s easy to worry that the money you’re spending isn’t worth the leads you’re getting. A surefire way to figure out if that’s true is to consider your customer lifetime value.

For example, let’s say it costs you $80 to acquire a customer. Let’s also say that your average loyal customer spends about $800 over their lifetime as your customer. Even if you don’t make $800 immediately from each customer, you know that over their lifetime as your client, you have essentially spent $80 to earn $800. That’s a pretty attractive ROI, if you ask us.

Bottom line — Don’t get caught up in the immediate shock of spending, unless you’re shelling out a lot on ads that aren’t producing new business. Your goal should always be long-term success, and to accurately measure that, you need to look at the ratio of what you’re spending compared to what you’ll make in the long run from each of those new customers you’ve acquired.

#7 Inbound-ify Your Facebook Ads — Turn Them Into Funnels

Finally, if you want to apply really successful inbound marketing tactics to your Facebook ad strategy — embrace the funnel.

If you’re familiar with inbound marketing, you’ll know that it’s best practice to create content for consumers in every stage of the inbound marketing funnel. From a stranger to your brand to an interested lead, each consumer at each level of the funnel will be seeking different information. Traditional inbound marketing targets leads moving through the funnel with email workflows that provide the right content, at just the right time. You can apply this idea of nurturing leads through the funnel to your Facebook ad strategy too!

Facebook Ad Funnel Basics

Facebook allows you to create ad funnels, which work much the same as an email workflow.  You start with a top-level ad that tells consumers a little bit about your company. Let that ad run for a few days.

Then, send out a second ad to the consumers who interacted with the first ad. If your first ad was a video, then you can send your second ad to just the people who watched say, 20 percent of your video. If your first ad was a static image, you can send the second one to just those consumers who clicked on or in some way interacted with the first.

From there, you can keep your ad funnel going about as far as you want, until you’re targeting only the most interested, engaged consumers for that particular ad set. This is a great way to optimize your spending, and it also helps to pull people through the inbound marketing funnel, ensuring they’re even more qualified for your products and services by the time they make it to your website.

Though it’ll take a bit more work to set up a Facebook ad funnel, it’s a useful tool that will give you increased insight into how your ideal customers and target buyers react to your social media advertising strategy.

Why Inbound Marketing Tactics Work for Facebook Ads

Inbound marketing tactics are so effective for Facebook advertising campaigns because they are already designed specifically for today’s consumer. The average consumer (who just so happens to be the exact same person you’re targeting on Facebook) prefers a warmer sales experience than the traditional hard-sell. Since inbound marketing is already geared to those consumers, it’s easily applied to a Facebook ad campaign to boost your results and maximize your spend. Learn more about using outbound marketing to attract, engage, and close qualified leads here. 

The foundation of inbound marketing is getting to know, on a personal level, your ideal consumer. If you’d like to know a little bit more about how you can use inbound marketing to grow your company in 2019, let’s chat. We’re a HubSpot Gold Certified Agency Partner, and we’ve been doing inbound marketing for about as long as it’s been around. We’d love to help you grow, so schedule time with our president, John Heritage to see what Evenbound is all about.

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