Facebook Advertising Explained

If, like the majority of business owners on Facebook, you’re confused by the ever-growing advertising platform on Facebook, read on.

Your first question might be around why you’d choose to advertise on Facebook over another medium, say, Google Ads? Well, let’s keep this simple.

Google Ads is great to convert traffic into sales by tapping into ‘intent’. For example, if someone types into Google “plumbing repairs near me”, chances are they will end up contacting one of the first plumbers they see listed on Google. There is high intent. You’d be right in assuming that somebody requiring plumbing repairs would head to Google before Facebook.

Facebook ads are fantastic due to their potential reach and low cost per click. For only a fraction of the cost (per click) of Google Ads, you can reach a lot of people, cheaply. With over 2 billion users, businesses wanting to remain competitive simply can’t afford to be social media ghosts! How and where to use social media in your marketing mix is a question only yourself and your marketing team can answer, but let’s examine that in more detail.

LetsTalk Sales Funnels

A great deal of our clients don’t know what a sales funnel even is, so let’s explain.

Try to imagine physical funnel. Stuff goes in the top, travels through the funnel toward a designated ending – a goal if you like. In the digital advertising world, we use this concept for customers. Potential customers enter the top of the funnel, travel through it and are eventually pushed towards a goal – be it a lead or a sale.

Typically, sales funnels vary from business to business, but they all share one universal structure. Let’s look at a basic Facebook ads sales funnel.

1. Awareness

This is where your content is king. You must ensure that your content is unique and spreads awareness about your product or service. The primary goal at the top of the funnel is to inspire interest and attract users. Does your content scream ‘show me more!’? If it doesn’t, you’ll need to revisit, revise and rework.

2. Traffic & Conversion

So, you’ve sent users through the funnel, they’re warm to your product or service. How do you give them a push to make them behave how you’d like – how do you convert them? One popular technique here is to use remarketing; the act of targeting someone (using some nifty Facebook tools) who has landed on your website in a designated time period (let’s say in the last 2 weeks). You can then formulate an ad with an incentive to push the user across the line. To put it simply – you’re going to have an ad campaign with a creative to be delivered to the news feeds of only those who know and have visited you. If they didn’t convert into a sale or lead, this part of the funnel is crucial. Obviously, this stage contains a lot more work than remarketing, but as we said, this is a basic funnel.

3. New Customer Care

In the final stage of the funnel, you have a new customer. It’s best practice to try and retain the customer’s interest via typical incentives and communication techniques. You need to show continued value. This could be a VIP program, loyalty programs, email updates – however deep you want to go, but remember, you have to show the customer you care. This is a great place to run ads based around purchase history – why not show customers ads of alternative products they didn’t buy?

We love sales funnels and we love influencing purchasing behavior. Talk to us about our social media advertising packages: https://slamstrategy.com.au/social-media/advertising-only/

Content is King

One of the biggest hurdles business owners come across is content creation. Phones do a lot these days, but one thing they can’t replicate (for the most part), is camera and editing skills.

People need to trust in the products they’re buying and on social media, one way of achieving trust is through slick creatives. This may be:

  • A well shot and edited video showcasing your brand/product/service in a professional and favorable light
  • Professionally shot and edited photographs unique to your business
  • Graphic Design that screams “choose me!”

It’s not rocket science. Businesses have been spending small fortunes on advertisements for print media, television and now social media for years – there’s a reason why! Cheap-looking creatives and ads look cheap – why would someone trust a business who’s creative looks like they can’t afford to do it professionally? Trust……is a must.

We offer industry-leading content generation for any project size, visit us here to find out more: https://slamstrategy.com.au/hire-a-marketing-pro-lp/

About the author

Lee Norman

Lee is SLAM Strategy’s resident Marketing Pro and Social Media Team Leader. Lee has been working with SLAM since 2015 and has his finger on the Social Media pulse and is continuously adapting to the evolving Social Media environment.