Facebook, on the face of it, would appear to be in a bit of a search muddle at the moment.
The social media giant has recently added hashtags to its service but is undoubtedly last to the party as platforms including Twitter, Pinterest, Google+, Tumblr and others will attest.
Still, it’s a very welcome addition and will help people and pages expand the reach of their content. According to Facebook:
- Hashtags can be searched from the search bar at the top of the page
- Hashtags that originate from other sites (ie Instagram) can be clicked
- People can compose a post directly within hashtag search results
But while Facebook has just introduced something that other sites have used effectively over the years, it’s also cut its sponsored search ads service.
Launched just short of a year ago sponsored search results would appear whenever a user searched for something and acted in a similar manner to Facebook advertising.
But if it’s now being phased out does that mean that Facebook is walking away from the search game?
Not necessarily as Facebook has suggested that ads will be available in its upcoming Graph Search which still has a waiting list.
Though all these changes and updates can be confusing you shouldn’t take your eye from the core Facebook advertising model. It’s still a brilliant way to attract new users, market your services and generate interest around your content as long as you…
1. Target the right people
Facebook ads are a great way to filter the exact type of people you want to target, whether you’re promoting your business page or fresh content associated with it.
Of course as a business you want to target the people you can offer something special to. In that sense you know what products and services you have and who will be most interested in them.
Researching and refining your target market is essential when advertising through Facebook because of how much data the platform holds.
Facebook lets advertisers target users based on their profile information meaning that you can target the people most relevant to your business (without sharing users’ information, of course).
So, as an example, you could potentially target male Facebook users in the UK that like football and are aged between 21-30 years of age, with a university degree. Google’s sponsored ads only bring up results based on keyword searches.
2. Put a little CRO into your landing pages
Once you’ve determined your budget and the types of people you want to target then it’s crucial you make those click-throughs worthwhile with fantastic web design. Not only will you lose money if people click your ad and don’t follow up their initial interest, but you’ll also be wasting their time – and yours.
Take a look at your Facebook page and your site. Examine the landing page your putting your Facebook advertising budget into. Is it really the best it can be and tailored for the types of people you’re targeting?
Let’s examine the football example again above, and assume you’re a website selling replica shirts. There are a hell of a lot of teams across the world, so maybe you’re trying to sell a few more Manchester United shirts to Manchester fans.
When they click on your Facebook ad are these Manchester United fans going to a page on your site with clear, concise images of the United shirt they’re buying? Is there relevant Manchester-themed content on the page that they’ll enjoy reading and sharing?
Most importantly are you taking these potential customers to an easy-to-use checkout that gives them assurances about your brand and how it deals with payments, delivery times and refunds?
Or, if you’re using ads to drive more likes toward your page, then how likely is it people will stick around and become a loyal customer? Does your page have an attractive cover photo and is it consistent in its message, or is the page full of nothing more than product spam? Think about your calls to action!
Don’t forget to…
3. Keep it simple with creative content
You might have the best product in the world but unless you’re selling it in the right way then very few people will be interested.
Don’t forget to complement your products with a creative content strategy on Facebook and other social media platforms to entertain and inform potential visitors.
A number of brands have realised the benefits of marketing their content through Facebook advertising, choosing to concentrate on promoting their blogs, videos and more to their target audience in the hope that it’ll get shared and go viral.
Creative content will now be easier than ever to share through Facebook thanks to its new hashtag system. If tagged properly then it’ll also be more cost-effective as people search hashtags and discover new, unique content to engage with.
Make sure your Facebook business page and site is filled with consistent creative content to…
4. Build brand trust with Facebook users
I’ve written before about how using social media can boost your brand profile, but how you always have to be professional on a platform that allows 24-hour access to your company seven days a week.
Consistency is key when running an online business, and as long as you can demonstrate to people why they should like your page with a high-quality, engaging content strategy then you can begin to move them away from the platform and onto your site.
As good as Facebook is for advertising (there are more than 500 million people registered with the site) you have to remember that Facebook isn’t your site.
No matter how much time you spend on Facebook and how effective it is, it’ll always be a social media platform and, in professional terms, another tool to interact with customers.
Though you can produce and advertise content exclusively for Facebook to draw people into your brand and its message you mustn’t forfeit your website for it.
Promoting your business and complementing the right balance with Facebook advertising though is an incredible way to enhance targeted exposure and generate new leads and a brand new audience.
If you’d like to learn more about Facebook advertising and other forms of social media promotion contact Webpresence today to speak to our expert team.