Small businesses in the UK spend an average of £23,000 on ads on Facebook, Google and LinkedIn per year with the majority of this going to Facebook. This is a significant outlay for most businesses so, to help, we have identified a few ways you can improve your facebook marketing in 2020.
Start with a clear, measurable goal. Before you begin, make sure you have defined the goal of the campaign and what success looks like. It could be 1000 new visitors to your website, 100 email addresses registered, 25 new sales or 10 new phone enquiries. Whatever the goal is, make sure it is a metric which you can easily measure so you know whether your campaign has been successful.
If time is short, pick one platform and get great at that. It takes time to run a successful marketing campaign on Facebook, let alone Instagram, Google and Twitter. If time is short then pick the channel that works best for you and focus on that before adding another to the mix.
Start remarketing to users who have engaged in the last 14 days. Using the Facebook pixel allows you to keep track of people who have engaged with your facebook and visited your website. This is your “warm” audience and a key part of your strategy should include content designed to tell a story layer by layer to this audience. You can make this more sophisticated by keeping track of people who have visited speific pages on your website and/or spent a certain amount of time there. The more you can tailor the messaging to individuals the more effective your ad spend will be.
Simplify and test your landing page for speed, mobile friendliness and bounce rate. Before you spend another penny on ads, make sure the page you are sending traffic to has been optimised. That means it should load quickly, be easy to use on a mobile and include content that clearly relates to the content of your ad. Your bounce rate will tell you what percentage of people are leaving straight away and will give a clear indication of how effective your landing page is.
Aim to capture email addresses on your website. Once you have an email address and the permission to talk to an individual, you no longer have to pay facebook every time you want to communicate with them. Sending an email is a much more cost effective medium and email marketing is still very effective when done correctly. Therefore your website should include clear calls to action on every page to allow people to register their email address in return for something of real value.
Boost your day to day posts to reach your followers. The days of extensive organic reach are now over and it is very much a “pay to play” system. What that means is Facebook are no longer giving you free access to your existing followers and your day to day posts will reach a small percentage of them. This means that it is important to put a small amount of budget behind every post to ensure your existing followers are kept up to date.
Aim to start a conversation with your audience. Whether it is via the comments of your post or via a Messenger chatbot, you should be aiming to get into conversation with individuals who are interested in what it is you are offering. Chatbots are a great way of automating this conversation to answer common questions and direct people to the relevant section of your website.
Make use of CBO. Facebook introduced an option called Campaign Budget Optimisation which gives hands the decision making process of where best to allocate your budget over to Facebook based on the criteria you have set. It can be a very effective option to tick and will soon become mandatory.
Spend the majority of your budget on your best performers. Facebook’s ad manager will tell you which ads have the best click through rate, reach the most people and make the most money (if you are selling a product). Take the time to understand what the stats mean and focus your budget on the ads which are the most effective to ensure your budget goes as far as possible.
The cost of ads is rising and will continue to do so. Since 2016, the number of advertisers using Facebook has grown from 3 million to 7 million. The average cost-per-click on Facebook is currently £1.34 and it shows no sign of slowing. As such, it is important that your marketing improves at the same rate to avoid Facebook becoming a platform your business can no longer afford.
We’re here to help
We know how busy business owners are and how much time it takes to run an effective facebook campaign, that’s why we set up Big App. Often, the marketing of your business is the last thing on your mind even though finding new customers is the lifeblood of every successful business. That’s where we come in. If you would like to know more about how we can help your business with your marketing, please click the button below to get in touch.
Website Designer & Facebook Marketing Expert
Simon’s has been helping businesses like yours grow through effective website design and facebook marketing for more than a decade.
Planning your first Facebook Marketing campaign? Download our printable checklist of the most important things to do before you begin.