With over 2 billion users worldwide, including those on Instagram, Facebook gives you a huge audience to strengthen your online presence with. Marketers understand this very well, as over 93% of them are present on Facebook. But do you know how to set up an acquisition strategy on Facebook Ads to improve your visibility and grow your business by promoting your publications?
Facebook Ads. Don’t miss out on your realization strategy through
More than 5 million businesses use Facebook ads as a traffic acquisition lever. This tool is also essential in the context of digitization of your company, as it allows you to stand out from your competitors provided you have put in place the right strategy.
A good acquisition strategy makes it possible to target new prospects to convert them into customers. Therefore, you should determine the best approach to apply to improve your visibility and grow your business by promoting your publications.
The platform also has a powerful algorithm that allows it to choose the appropriate content for each user. Over time, you can adapt your acquisition strategy with respect to your marketing objectives or the expectations of potential customers. In any case, the implementation of the acquisition strategy is carried out in several stages to guarantee the better efficiency of your marketing campaigns.
Target your ad campaigns
Due to the huge diversity of audiences on Facebook, define your target audience in advance. Consider various parameters such as demographics, location and the languages used. You can also refine your targeting by adding other criteria:
- training courses taken by users;
- their business activities;
- their income;
- their area of interest.
It is also possible to obtain behavioral data for individual targeting. Facebook collects important personal data about its users on a daily basis.
This is how you can get maximum information about targeted profiles from Facebook, as the algorithm comprehensively analyzes all users.
Choose the right audience for your campaigns
When setting up a acquisition strategy using Facebook ads, determine the best type of audience. It depends on the goals you want to achieve.
A primary audience helps you capture the attention of consumers. You primarily work on the reach of your advertising campaigns to give visibility to your activity. The goal here is to spark their curiosity and motivate them to visit your website and pages through social media. The discovery phase will prompt them to engage even more, as you certainly offer a solution to their problem.
Use Lookalike Audiences to target new prospects. You define user profiles to target based on your existing customers. Whether you have 100, 1000 or more, they have common features that allow you to target prospects who will be more responsive to your advertising campaigns. Keep in mind that a Facebook ad is actually a low-intent ad. Users see an ad appearing in their News Feed when they really care.
You can also launch Custom Audiences through retargeting campaigns. These pertain to people who have already interacted with you, especially those who have already visited your web pages. While more than 70% of your visitors usually leave the website without buying anything, you need to adopt a strategy to win them back to convert them into customers. For example, consider sending them additional material with solid arguments.
Adopt an effective communication strategy
With Facebook ads, you have different types of placements. Stories also give you good visibility if your advertising messages can appear in the news feeds of targeted users. In addition, you can work on targeted campaigns for Instagram users.
Edit published messages
On Facebook Ads, you can choose between different formats of advertising messages: photos, videos or even sponsored links. Make changes to your campaigns so that users don’t get tired. Also use correct marketing arguments such as:
- the strength of your services or products;
- An offer that should not be missed;
- A valid offer limited in time by creating an effect of urgency with consumers.
You can renew all of these perspectives over time by simply changing the date or other useful information.
Optimize the sharing of your marketing campaigns
When defining your acquisition strategy on Facebook Ads, remember that Facebook is a social exchange platform. When developing a marketing campaign using Facebook ads, consider the possibility of creating an oil stain, that is, for users to relay their posts to members of their community. It could be an inevitable occasion or the last article you posted online. Whatever the case, always make sure that your content adds value to the audience you are targeting.
Prioritize the most eligible profiles
At this stage, focus on visitors who already have a high level of engagement, ie people who have already visited more than two pages of your website. The same goes for consumers who have abandoned their shopping cart. You need to re-engage them with more subtle and less aggressive ads. You can also redirect them to a private message conversation to provide them with personalized support until the purchase is finalized.
In any case, favor clear and concise messages with an attractive and captivating view, and above all put yourself in the place of potential customers. Don’t hesitate to complete a real-time trial step to determine if your advertising campaign is having the desired effect. This will give you solid data on the effectiveness of your Facebook ad acquisition strategy. If the strategy is not decisive, it is possible to make necessary modifications to your KPIs if necessary. You can then scale it up based on a defined audience.
Facebook Ads is a powerful marketing tool that allows you to target new prospects and expand your customer base. By following these various points, you will be able to build an effective strategy and optimize this traffic acquisition lever, which is now essential in your digital marketing strategy.
To deepen and master the topic, don’t hesitate to take a look at this certified webmarketing training that offers a social media strategy component.