Insight into Insights: Reach Your Goals With the Right Facebook Campaign
Part Two: How Advertising Can Reach New Audiences
Many organizations are on a limited budget and need to make sure they’re spending their dollars wisely. If you fall into this camp, you should take a look at Facebook for your next advertising campaign.
Advertising through Facebook is a great, cost-effective way to increase your reach. These campaigns give you the ability to target new audiences and respond immediately when you notice that an ad is or isn’t working so that you can get the most out of your budget, something you can’t do with many other online ads.
Here are a few tips to get you started:
- Decide what audience you’re looking for and use targeting (by location, age, interests and other factors) to get their attention.
- Make sure the friends of your fans- people they already trust- see your ads. According to an Omnibus survey conducted by Wildfire Interactive, 68% of Facebook users say a recommendation from a Facebook friend would make them more likely to by a product or visit a retailer.
- Link your ads to another page on Facebook (your brand page!) so that users can learn more about you and become fans.
- Give users a reason to click on your ad copy- and use a compelling image.
Track how your audiences are responding to your ads by checking in once a day or every other day and making little changes. Facebook lets you see the demographics of who is clicking on your ads and how much your ad is worth. Are you reaching your target audience? Are you spending too much or too little to reach them? Think of your campaign as a work in progress that can be expanded and improved over time.
Now that you’ve got some new interest, how do you convert “likes” into a real, ticket-buying and donation-giving audience? You have to find a way for potential consumers to connect to your brand in a more personal way. This is when an authentic marketing strategy can pick up where your advertising campaign left off.
(Photo credit: Scratch Night at Philadelphia Live Arts, by Kevin Monko)
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