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Facebook Ads as a part of inbound marketing

8th Feb 2017
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The fact that 1.5 billion people use Facebook every month clearly indicates how influential a Facebook marketing strategy can be for your business. Customers today value conversations more than brand messages and that is why IKEA could convert a $35,000 investment in Facebook campaign into $2milllion sales when their retail outlets were closed.

Without a Facebook marketing strategy, there is a higher chance of missing out on the million dollars of sales.

Lack of strategy leads to marketers targeting broadly on Facebook which results in low conversions and unhappy marketers. Basic demographics are not enough for your Facebook campaign. Go the extra mile and narrow it down so as to focus on a specific customer group.

These tips will ensure Facebook Inbound Marketing works for your business:

  • Channel your efforts into one funnel

Know your ideal target market and segment it by demographics ideal for your campaign. Direct your efforts into one funnel that has a focus on a specific segment.

Find the biggest problem of this market and design a product that solves this problem. Jump and hop your way to selling it to your ideal campaign customer.

A good example is McDonald’s advertising which targets specific segments based on their needs. Their ads for their younger audiences usually show children with products while busy adults are targeted by breakfast ads.

  • Begin the journey with the end product

The strength of your strategy lies in a strong lead magnet that you could offer a person in exchange for his email address. Customers here trust their friends and colleagues more than a marketer. Offering services like free content, videos not only turns heads, but gives you a chance to build a rapport that is crucial for your Facebook strategy.

For a strong lead magnet, think of the end product first. Get a clear idea of what problem your product can solve. Keeping in mind your potential customers and their problems, design a lead magnet that would sort all their mess.

  • Newsletters

Follow up with emails after your potential customers get a taste of your lead magnet. Asking them to subscribe to a newsletter or email updates can help you build an email list.

Following up boosts your chances of getting higher conversions. If the subscribers don’t convert, ask for why they did not choose to buy your product. Asking them to take a survey is a subtle and efficient way of doing so.

Analyze their answers to determine what ticked them off. Follow up with a detailed study or a report of how your product can help them solve their problems.

The follow up process taps into unknown sources of information that holds the key to conversions.

  • Optimize and repeat

Optimizing a focused funnel brings you to a stage where you can be sure to repeat the same process to see similar success on different campaigns. Don’t just marvel at your results, track them to find which lead magnets and ads have resulted in higher conversions.

A successful Facebook marketing strategy involves engagement with the audience, building a rapport and trust. Companies that have enjoyed enormous success with Facebook ads banked on the trust they built with their audiences.

A HubSpot study shows a startling correlation between Facebook reach and website traffic as it found that businesses with over 1,000 fans had 22 times more traffic than those with less than 25 fans. This is a clear sign of the changing face of inbound marketing to all the marketers out there.

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