We kick of this month’s series of marketing course with Facebook marketing and ads. To start marketing your business you will need a winning Facebook page, so let’s look at what is required to get going. In this article we will show you how you can get started with a Facebook business page, we will delve in Facebook Ad terminology so you know what you’re talking about when creating an ad, and finally learn about the most important value you need to know if you are going to run a Facebook advertisement to promote your business. Let’s get started…
How to Create a Winning Facebook Page
If you’re going to be successful in Facebook advertising, then it is crucial to have a great page for your business to begin with. Your Facebook page will act as a hub for your business and will provide a convenient way for people to reach you to ask questions, learn more about your brand, or just decide to follow you even if they don’t end up clicking on the advert itself.
But what makes a winning Facebook page? How do you ensure that you will be making the right impression and building a big following? Let’s take a look at some tips that will help…
What is absolutely key when creating a great Facebook page or any kind of marketing material, is that you have a strong brand. This should be used to tie your Facebook page, your website and any other elements of your business together in order to create coherence and consistency across your messaging and to help give your campaign a more professional sheen.
The key to this is consistency. That means that every social media channel you are on should use the same imagery with the same logo and same name and this should also be present on your main website. This ensures that your audience will always know that they’re on the right page and will help to reinforce your brand and improve your visibility and awareness.
Note that your branding doesn’t just mean your logo. It also means having the color scheme for instance and the right imagery for your cover image.
Call to Action
It is now possible to include a call to action button right on your Facebook page. This can be something like a link to your website for example and it’s a great way to ensure that your Facebook page helps you to convert visitors into leads and customers. That big blue button can also now be changed to things like – Learn More, Watch Video, Shop Now, so make sure you make it appropriate to your business.
While your logo and your cover image should somewhat hint at the topic of your site and Facebook page, it will be the description that explicitly lays it out for your audience. This is important as it can help to sell the vision you have for your business and convince more visitors to hit like and become followers.
Again, the key here is coherence and having a single, powerful message throughout all of your marketing materials, your adverts, your logo and your site. This way, you will hopefully strike a chord with your audience and bring more people on board! This leads me to to talk about …
How Create Great Images for Your Facebook Ads
When scrolling through your Facebook homefeed, some adverts will instantly catch your eye, whereas others you’ll simply pass-by.
So what is the difference between these? Which ones really grab your attention and which ones fail to make any impression?
Often, the difference comes down to the image that is used. While a headline can make a big difference too, an image can convey a lot more information in a much shorter time and as such is potentially more potent when it comes to quickly getting us to sit up and take note.
This then begs the question as to what it is exactly about certain images that makes us pay attention. And how can you channel this in your own advertising campaigns in order to ensure that you get the maximum bang for your buck?
If you want to create great images to use across Facebook and your social media feeds, Canva.com is all you need. It’s extremely easy to use, even for beginners and best of all it’s free.
Images That Grab Attention
The first thing to think about is what type of image gets us to look up in the first place. Studies show for example that images of people are more likely to get us to pay attention than any other object or subject matter. We are simply hardwired to pay attention to faces and other humans because it has clear evolutionary value.
The other type of image that grabs attention is anything that uses high contrasting colors. If your images are bright red or yellow, then this will make them pop off the page more. Red in particular always makes us take notice and this works particularly well on the light blue/white background of Facebook’s UI.
Tell a Story
Lastly, it’s a smart idea to try telling stories. Getting attention is your first objective. Getting your audience to actually engage with the advert and consider clicking it is the next.
To do this, it can help to try and tell a story through your image. Don’t simply show what it is you want your audience to think about but instead try to evoke it and hint at it.
For example, if your advert was about a party, then it might actually work better to show a lipstick stained glass rather than showing the party itself. This forces the viewer to imagine what the image is trying to show, which instantly grabs their attention and makes them more inclined to actually think about your advert versus scrolling past.
What you want them to imagine meanwhile is always going to relate to your value proposition. In other words, ask yourself what kind of lifestyle is linked to your product and how you want your audience to feel looking at it.
Once you have built your fantastic winning Facebook page you will need to know the terminology, when creating Facebook ads.
Facebook Ads Terminology
When reading about Facebook ads, it can sometimes feel like reading another language. Facebook has form of ‘PPC Ads’ and that’s a huge subject when it comes to online marketing. Over time, many acronyms and terms have emerged and this can make it all a little hard to keep track of. Read on and you’ll learn about these common Facebook Ads terminology and hopefully this will make it a little easier for you to navigate their ads platform, and grow your business.
To begin with, what is PPC? Simply, this is ‘Pay Per Click’ and means that you’re only paying once an advert gets clicked. If your ad is ignored, then you don’t pay a penny.
CPC stands for ‘Cost Per Click’. The term can be used interchangeably with PPC, or it can be used to describe the actual amount that you’re paying for each individual click.
While Cost Per Click tells you how much you pay for each click, CPM tells you how much you are paying for your ads to get seen. Specifically, this means ‘Cost Per Impression’ but actually refers to the amount for every 1,000 impressions. You can choose to pay on a CPM basis rather than CPC on Facebook but it can also be a useful metric that shows the average amount you’re paying for your ads taking into account impressions and CTR.
An impression is whenever your ad is shown on a page.
CTR is ‘click through rate’ and tells you how often your ads are getting clicked. Often, the higher your CTR the better – but only if those clicks are later leading to sales!
CPA is another method for pricing ads. This means ‘Cost Per Action’, which in turn means that you’re only paying each time someone takes a kind of action on your site.
An action can be anything from buying a product, to liking a Facebook page, to signing up for a mailing list. A ‘Call to Action’ is a button that encourages said action.
Remarketing is a type of marketing where you’re targeting people who have previously been to your website.
Targeting means that you’re approaching particular demographics for your ads and trying to avoid people who might be unlikely to buy from you.
This is the most you are willing to pay for each click on an advert.
Knowing the above terms is enough to get your started. If you would like to learn more about Facebook Ads terminology and how you can create an add with one of the most powerful social networks in the world then feel free to checkout our Facebook Ads Authority course.
Using Facebook Ads to Build Your Prospect and Customer List
Using Facebok Ads is a great way to sell a product and if you set this up correctly, then you can ensure that you will pay less for each click than you earn from each visitor on average. That means that your advertising campaign will make you direct ROI and you can keep investing more into your daily budget and getting more out of it in kind.
But that’s only one way to use Facebook Ads, which actually have a plethora of different applications. Another example is to use them to build a mailing list and this can work incredibly well when it comes to selling big ticket items. Here’s how.
Work Out Your CLV
The first thing to do, is to work out your CLV. This is your Customer Lifetime Value and it basically tells you how much each lead that engages with your brand is going to be worth to you. The idea is that someone who subscribes to your mailing list is likely to be a fan and therefore is likely to buy a product from you. Moreover, they’re likely to buy multiple products from you. If you have a subscriber who buys 10 products from you over the course of a year, then they’re worth a lot more than they might appear on paper.
In order to calculate how much your subscribers are worth to you then, you need to work out what the average amount each subscriber has earned you so far is. Add up the total and divide it by the number of subscribers. This is your CLV.
Now comes the next acronym: CPA or Cost Per Action. This basically means that you’re paying for a particular action to be carried out, other than a click. You can choose from a variety of actions but the one we’re interested in of course is people subscribing to your mailing list. Using CPA in this way, you now only pay for subscribers, rather than paying for people who click and then may or may not subscribe to your list.
If you have previously calculated your CLV then this becomes a very simple formula for profiting from your mailing list. All you need to do is ensure you pay less for each subscriber than their CLV and that way, you’ll keep increasing your profits over time without any drawbacks.
There is a lot involved in a Facebook page and ads but to get one up you first must get started, and it is crucial for any business these days to have a Facebook page at least. It’s exposure that’s free to start with and can nab you your first few clients/customers if you follow the above tips. Get start with your winning Facebook page today, then if you want more guidance on running Facebook ads check our our Facebook Ads Course.