How to advertise on Facebook for your business
If you’re new to using Facebook ads or have tried it in the past with little results, you might find Facebook advertising a little daunting. Perhaps you don’t know whether it’s right for your business, what the best Facebook advertising strategy might be, or even where to begin!
Having worked with all sorts of businesses to generate leads on Facebook, I’m here to show you a few simple steps you can take to create successful Facebook ads that generate more leads, clients and business for you.
The value of Facebook: what it can do for you
First things first, why use Facebook advertising in the first place?
There are a few things that make Facebook an incredible and unique marketing tool for businesses:
It’s smart. There are many reasons why Facebook is a giant in the social media world, and one of those reasons is because they have an algorithm like nothing else.
Even compared to Linkedin and Twitter, Facebook’s algorithm is incredibly smart and has a lot of data on people. Their intelligent algorithm uses this data to determine who is more likely to convert into leads and automatically helps optimize your campaign to get you the best results
It’s cost-effective. When you compare it to other channels, Facebook is a lot cheaper.
Channels like Google AdWords, or LinkedIn Ads are useful and can generate results, but Facebook advertising is the much more cost-effective option compared to the rest of them (on average, Facebook ads cost $0.25USD per 1000 people you reach).
It’s scalable. Over 2.23 billion people use Facebook every month and over 1.4 billion people actively use Facebook every day. This makes it the largest social media channel in the world. Because so many people use it, there’s a huge pool of people to reach out to.
This means you’re getting better results out of your adverts and you can run them for longer, without running out of people to target. Because Facebook also owns Instagram, you have the ability to advertise on both platforms and reach a larger audience.
This also gives you the freedom to scale your campaigns, and with the largest audience, you have the highest chance of finding potential clients, whether that be B2B, B2C or both.
3 Ways to win clients using Facebook advertising
Step 1: Know your audience
How can you talk to your clients if you don’t know who they are?
Successful Facebook advertising is all about specificity. Just targeting “business owners” is not going to work. Hone in on your audience and spark engagement by targeting their interests, industry, trends, etc.
The more specific you are the better the results. That’s because you’re actually relating to the things that they care about and are interested in, making your content more personal and accessible.
Let’s look at an example from one of my clients.
Sue is a successful life and career coach. She figured out that she wanted to target successful women who wanted to change careers. By being so specific about her audience, she was able to tailor content directly to them.
This resulted in over one hundred leads from Facebook ads, for which she only paid £4.31 per lead.
Step 2: Give free educational content
One of the biggest mistakes people make is trying to sell to people (and sell too soon). Say you’re selling a product or service that’s in a higher price range. It’s going to be difficult to sell to people straight away because they don’t trust you.
Trust is the biggest thing here. You need to build trust first.
The way you do that is by actually helping your target audience. Give free educational content that will provide real, tangible value. How do you do that?
Think about their challenges and pain points. From there, create content that will help them. It could be a video, blog post, article, checklist, ‘how to’ guide.
A simple way to learn more about your audience is to get them to enter their name and email to access your content. Giving them free, useful content in exchange for a bit of info will help you generate more leads, and help them solve their challenges.
Step 3: Test, optimize and repeat!
So let’s say you’ve got great content and you know your target audience really well. Does that mean everything will work perfectly? You’re probably going to get a good result but you can always improve.
The best Facebook advertising strategy comes from continual testing and making sure you’re always reviewing your strategy. How do you do that? Let’s break it down.
1. Always be testing. Keep trying out different types of content to see what generates a better response.
Just because your audience isn’t responding well to one piece of content, doesn’t mean they’re not interested in what you do. Tweak and adjust to get better engagement and responses.
You can do this by testing against two different factors, such as:
- Audience type
- Messaging and content
- Format of the ads
2. Try something different. When you find something that works, don’t think you always have to stick with it. Keep testing other audiences, content and formats against it.
You might find that something else works even better.
3. Pay attention to what’s working. Once you find something is working, keep doing more of that. When you find a winning combination it’s a good idea to focus on that audience or message even more and then test the winning ads against other winning ads, to continue to improve the results.
The key takeaway here is to keep testing on a regular basis. Whether its audiences, or different ways to present your content, things can change all the time, so make sure you keep up with those changes.
Stick to this process of test, optimize and repeat. That way you’re continually optimizing your content to generate better results.
So how can you get started with Facebook ads?
If you’re looking to get started with Facebook advertising, a great place to begin is research your audience. You can do this by creating a Facebook Business Account using Business Manager.
To help you out, I’ve broken down the steps on how to use Business Manager to find potential clients.
If you’re wondering how to advertise on Facebook to attract your ideal clients and generate more high quality sales calls, watch this video – a step by step guide on how we use Facebook and other social media strategies to generate leads.