7 Tips for Effective Facebook Advertising
Advertisers are flocking to Facebook to promote their wares and reach its 1 billion users. People spend more time on Facebook than any other platform, providing opportunities for advertisers 24/7. However, using Facebook as an effective marketing tool is a process that's still evolving. So whether you're using the Marketplace to bid on ads, sponsored stories or news feeds, in the end your level of success is determined by how Facebook is used. As advertisers and agencies gain more experience as well as more tools to measure and optimize advertising become available, best practices are starting to emerge. Here are seven tips to help you make the most of social advertising:
1. Plan for success. Eighty-four percent of North American executives in a new eMarketer study believe social media campaigns increased marketing effectiveness and sales efforts. Along with the people reached through targeting based on profiles and "Likes," the viral effect extends campaign reach. Case studies documenting Facebook success have recently come to light, including Ticketmaster, which reported that every time a user posted a purchase on their news feed their friends spent an additional $5.30 on TicketMaster's site. According to Facebook's road show, Ben & Jerry's is getting back $3 for every $1 spent on Facebook. The opportunity is there, but achieving stellar results requires going in with eyes wide open and making sure you're doing everything humanly possible to maximize results.
2. Engage, engage, engage. Facebook's biggest advantage is that it's viral and powerful for building a large, loyal following. The goal is to start a dialog. You can ask questions about products, updates and recommendations, trivia with "yes", "no" and "fill in the blanks." Once you become buddies with your fans you can become an additional source of fun content by pulling in blog posts and articles. Photos and other content that's eye catching and interactive can also be included. The possibilities are only as limited as your imagination. Remember, the best way to extend this engagement is within the platform. Don't rush to send fans to an external landing page that can make you lose the interactive power of Facebook. Engage your loyal fans and they'll be your best advertisers with their social impact.