VP Customer Acquisition Hubbion
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Driving customer engagement through Facebook ads

6th Feb 2017
VP Customer Acquisition Hubbion
Blogger
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Between January and July 2016, the organic reach that businesses had over their Facebook Page dropped by as much as 52%. As Facebook continues to throttle organic reach in order to grow their advertising revenues, businesses too are facing the reality of replacing organic social media growth with sponsored messages.

But doing this is not easy. Businesses have limited advertising budgets and this may not always be sufficient to compensate for the loss in organic reach. As a result, sponsored messages need to have a higher ROI than a typical social media engagement. This can be tricky because Facebook as a medium is for content discovery and users on this platform are not actively seeking a service unlike those on Google search. In this article, we will take a look at few strategies that can help drive customer engagement on your sponsored Facebook messages while retaining high ROI on your advertising campaign.

Sales funnel entry point strategy

Unless you sell low priced impulsive products like chocolates or fashion accessories, Facebook is not an ideal platform to make your sales pitch. The social networking site is instead an excellent channel to drive targeted visitors into becoming warm prospects. Instead, your Facebook advertising strategy should focus on identifying and collecting information about targeted users. This can be done through free giveaways or via downloadables. This helps you build a stream of audience who you may then retarget using other third party advertising channels or reach out to directly over email or telephone.

Sponsored message ads

Sponsored message ads are an extremely powerful strategy to not only engage the audience, but also convert better. Yet, few businesses still deploy this method. The strategy here is simple - use the news feed ads on Facebook to promote your product using the ‘Send Message’ call-to-action. Interested users who click on this button will now be shown a Facebook Messenger window where they can directly interact with a business representative.

But this is not entirely it. Sponsored message ads also let businesses initiate the contact with a target user who they have engaged with previously. In both cases, Facebook provides an opportunity to re-engage with your target audience and improve your conversion.

Retargeting engaged audience

Retargeting platforms typically target users who have clicked on an ad and visited your website. But you may not always know how engaged the visitor was when they interacted with your site content. Facebook however lets you retarget users who have specifically shown exceptional engagement earlier. For instance, you could specifically retarget audiences who spent time watching at least 25% of a video ad you had posted earlier. Similarly, you could also retarget users who had opened one of your lead generation forms but did not complete the submission. This way, you are not blindly retargeting every visitor to your site, but only those warm prospects who have taken specific actions that indicate that they were engaged.

Using Facebook to drive external engagement

If your business cannot afford to pay for engagement on Facebook, one workaround is to minimize your Facebook ad spending by using it to solely drive external engagement. The most popular way to do this is content marketing. Here, businesses write highly engaging content that is capable of gaining audience engagement and using Facebook merely as a launchpad to set up virality. Bloggers and media professionals regularly spend between $1 to $5 a day promoting their content on Facebook. Once this ad helps set the base for social sharing, the content gets shared organically. Businesses can benefit off this strategy in several way. They could, for instance, set up a retargeting campaign to specifically focus on visitors who came to such engaging content pieces. Alternately, businesses could offer free downloadables to these visitors in exchange for their email address and thereby set up a sales funnel.

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