• By Philip Moses •
Facebook is a marketing tool that has been used by businesses for many years. Due to the fact that many consumers search Facebook to find the services and products they need, it has become a tool that entrepreneurs and businesses should not be without. However, since its beginning, Facebook as a business marketing tool has become more complex. New algorithms have been introduced, along with rules that make it more difficult to get posts into people’s newsfeeds. Because of these advances, it is best to know how to optimize all of Facebook’s marketing tools.
In order to reach a wider audience on Facebook, one of the tools that must be utilized is paid ads. When a paid ad is taken out, it is spread throughout newsfeeds according to the criteria chosen by the business. However, within that criteria, Facebook chooses which specific followers will see the ad, and when they will see it. Due to the fact that Facebook as a company has the ultimate say over who sees ads, content should be created that will capture the attention of audiences and create the highest amount of engagement for the ad.
Understanding Click Throughs and Conversion Rates
Online marketing is an outstanding tool, but it can be difficult to capture the impact that it has on audiences and if it is making a difference. When using Facebook for marketing, analytics are provided to the page owner that can be used to determine effectiveness. Out of the available analytics, the two that business owners and entrepreneurs should pay attention to are click-through rates and conversion rates.
Click Through Rates
A click-through rate or CTR, by definition, is the number of individuals that click through on a specific link within a web page or advertisement online, versus the number of people that view the page or advertisement. A click-through rate tells the page owner if their ad was compelling enough for the follower to take the next step and look further into what the ad was offering. Click through rates are very beneficial when measuring the effectiveness of ad campaigns for a specific product or service. Click through rates tell marketers whether or not their content is engaging for the audience.
Conversion rates are important to monitor in order to understand how effective their marketing is in creating paying customers. Conversion rates calculate how many site visitors are created into paying customers. In the world of Facebook ads, conversion rates can tell how many site visitors an ad creates, and furthermore, how many customers are created from those site visitors.
Page owners should pay close attention to click through rates and conversion rates in order to understand what kinds of marketing work best for their business. Every Facebook Ad should be analyzed to understand whether or not it was successful. If Facebook marketing is a new subject, or if someone has never utilized it before, there are some strategies they can implement in order to be successful.
Strategies for Increasing Click Throughs and Conversion Rates
Visual Marketing Sells
Visual marketing is the most effective form of marketing on Facebook. When scrolling through a newsfeed, Facebook users do not stop to read everything they see, even if it is posted by one of their best friends or favorite brands. Users scroll through quickly, frequently, and without intention. Therefore in order to stand out from the crowd and be noticed, the post or ad must stand out. In order to grab the attention of users, page owners should create ads with bigger, brighter, and more attractive pictures. Additionally, ads should not be focused on images instead of words.
What visual marketing accomplishes is getting a message across quickly and efficiently. Through visual marketing, a reader is able to gather the purpose of an ad within a couple of seconds. If a page manager is able to get a message across quickly and intrigue the user, that user is more likely to spend extra time exploring the link or the webpage. Furthermore, once the follower has navigated through the link and explored the page, they are more likely to become a paying customer.
Videos are Everything
It is important to understand the fact that visual marketing sells. However, what is even more important to understand is that videos are one of the most powerful marketing tools on Facebook. Facebook has different algorithms to identify a good ad versus a bad ad. These algorithms are in place to help determine which ads get premium space and within active users’ newsfeeds. If a page manager is using Facebook marketing, they will want to understand what helps Facebook to identify a strong ad, and one of the highest on the list is videos.
There are many different ways to incorporate a video into a Facebook ad. There are options for sharing posts directly from other Facebook pages, sharing a link from a web page such as YouTube, or creating an organic video. An organic video is a video that is created by the page owner and posted directly to their timeline or shared directly through an ad. Facebook algorithms tend to highly favor organic videos.
Organic videos are easy to implement into Facebook marketing but should be done-so strategically. Before each organic video is created, there should be a purpose for it. Some of the best videos posted on Facebook are directly promoting products, sharing specials, or sharing exclusive information. Organic Facebook videos are also useful for creating a relationship between the page owner and the follower. When page owners or followers are featured in an organic video, it is even more impactful to the follower, because it feels more personal.
If a page owner would like to take organic videos one-step further, they can feature a LIVE video on their Facebook page. With the Facebook LIVE feature, the admin of the Facebook page or a registered user can log on and film in real-time for their followers to see. LIVE videos are promoted within feeds and are even more favored by Facebook itself. Followers enjoy LIVE videos because it feels like a personal connection and they can interact directly with the person who is creating the video.
Overall, videos create a strong visual attraction for the follower, meaning they are more likely to engage. Videos are also able to create the feeling of a strong personal connection between a page and a follower, which makes them more likely to engage as well. If a page is able to capture the attention of followers and create a connection with them during one ad, they are more likely to click-through and land on the intended page, which leads to the likelihood of them becoming a paying customer.
Videos allow followers to engage, but after a follower engages directly with a post in the form of a comment or question it is important to respond. Moreover, it is important to respond in a timely manner. When a page responds to an engagement on their ad, the follower is more likely to engage multiple times, because they feel as though they are being heard, which creates a personal connection.
Responding to a follower not only increases the likelihood that they will engage again but also increases the likelihood that they will look further into the Facebook page and click through links to learn more, possibly leading to a paying customer.
Use a Call To Action
There is literally no easier way to get a follower to engage than by directly asking them to. A call to action is simply that; a single prompt to get a follower to perform a certain action. Call to actions are a tried and true marketing technique that have not lost their power in the world of Facebook. However, to use a call to action effectively, one must do more than just post a few words.
A call to action can be used most effectively alongside a visual post or a video. When using a Call to Action, be sure to not disguise it amongst a mass amount of text. A call to action should stand out, and the message, picture or video it is with should make the follower want to respond by completing the call to action.
Call to actions are successful in creating click-throughs and conversions because they directly tell the follower what to do. Messages such as “Buy this today!”, “Learn More on Our Webpage”, or “Sign-up for our emails now!” are great examples of Call to Actions that prompt followers to take the next step.
Let’s face it, a page is not going to get everyone to click through or convert the first time they see an ad, even though that is always the goal. Sometimes it takes multiple introductions and multiple prompts to get a follower to take the next step. In fact, multiple sales resources (just google it) will share that it takes seven or more interactions with a follower before they take the next step or purchase. Sometimes patience is key.
Although Facebook marketing sometimes takes patience it is important for a page owner to be consistent and intentional about what they post. Since it sometimes takes multiple interactions for a follower to latch on, engage, and take the next step it is important for pages to post every day. When a page posts visually appealing and engaging ads every day or keeps one ad consistently in the newsfeed eventually, the follower will be confident to click.
To assist with consistency in Facebook ads, it is helpful to use the Facebook scheduler tool to schedule out posts. The scheduler tool allows for the user to choose whether or not the post should be boosted and for how much, as well as what audience it should engage. The scheduler tool helps to implement a thoughtful social media strategy effectively. When scheduling Facebook posts, the goal is that every time the customer sees a post they become more involved, and gain a deeper connection between themselves and the page. In turn, that deeper connection will prompt them to click through.
Implementing The Strategies
After gathering ideas about promoting a Facebook Page, it is easy to get excited about all of the strategies and then become overwhelmed while trying to implement them. When trying new strategies for Facebook marketing it is best to implement them one at a time, so that the process does not become confusing or overwhelming. Out of the strategies outlined above, any of them can be implemented at any time. However, it is best to start by learning how to create visually engaging posts, moving towards creating a consistent schedule and then finish off by adding in the other strategies. Although Facebook can seem like a complicated tool for marketing, it is one of the best available and is worth the time that goes into making it work. Now, go and get started!
Guest author: Philip Moses
Philip Moses is a Digital Marketing Specialist. Visit his website: http://www.philipmoses.co/