Not sure how to create a successful Facebook campaign that’s profitable?
Just like so many advertisers out there, you may try your luck with new campaigns from time to time, by testing countless methods and tips – but only to hit a brick wall. Fret not, it’s not time to give up just yet!
What if we tell you that, you are only 5 elements away from a successful Facebook campaign? Buckle up and get ready for a ride that will dramatically change the way your Facebook campaigns work!
Define Target Market
Defining your target market is a crucial step for a successful Facebook campaign. With more than a billion active Facebook users daily, it’s important to target the right audience. Failing to define the target market will shed the campaign away from the right audience, losing the opportunity to ever attract them.
The most crucial step in defining your target market is to be as specific and niche as possible (in congruence with your product). This is to eliminate the chances of targeting the wrong audience, which will only rob your campaign’s presence.
For example, let’s assume that you want to start a Facebook campaign for an organic pet food brand – for the purpose of this article, let’s name it ORGPET.
Imagine the audience for ORGPET, they would be pet owners of course. But that’s vague targeting. You will want to narrow down pet owners based on specific services or products you want to sell. For example, ORGPET wants to sell its dog products as part of the campaign. Therefore, you will want to narrow down your audience of pet owners with interests in ‘dogs’, ‘organic’, ‘health’, and also geographical details if the campaign is only applicable locally.
Also, it’s only with a specific and niche target, you can identify the problem this set of audience has – thus making it easier to offer a specific solution, one that’s impossible for your audience to look away.
For example, now that you already identified the niche target market for ORGPET, it’s not difficult to zoom into a common problem that pet owners face; pet’s health.
Now let’s narrow it even more, making it real specific: Colitis, is a condition common among dogs, causing indigestion and diarrhea. This is will a specific issue most dog owners fear facing, which also an area your campaign can focus on using a single specific ad.
Now that you identified your target market and problem, it’s time for you to offer a solution via your ads.
Offer Your Product
As mentioned, it’s time to offer your audience a solution they can’t ignore.
Applying back the same example, ORGPET will want to offer its dog food by addressing the problem directly.
Now compare the copies below and decide which will attract you (assuming you’re a dog owner).
Copy A: ‘Your dog’s health is important! We are giving away ORGPET’s ORGANIC PELLETS. Sign up to get yours today.’
Copy B: ‘Colitis is a preventable disease, by feeding your dog the right food. ORGPET’s ORGANIC PELLETS are infused with nutrients that prevent colitis. We’re giving away free samples of ORGPET ORGANIC PELLETS. Sign up to get yours today.’
Put yourself in the shoes of a dog owner, which ad would you sign up for? Most would pick B.
One key to attracting your target market with offers is to always target the specific issue while putting yourself in their shoes. Also, entice them with the same empathy level you will react to. We’re all humans, after all, we react to emotions (also FREE stuff most of the times).
Be careful when it comes to picking your platforms. Most advertisers commit the ‘spaghetti-against-the-wall’ mistake.
Imagine throwing a plate of spaghetti on the wall, some of it will definitely stick on, right? But at the same time, the majority of it will spill to the floor, wasted. That’s the same for your efforts and budget if you choose to ‘throw’ your campaign at numerous platforms at the same time.
Limiting the number of platforms will ensure message consistency and better control of your campaign. Best way is to focus your efforts and budget on the platforms that you are most confident – in this case, if you’re reading this article it shows that Facebook is still your forte, by all means do stick with Facebook until you yield profitable results, before you venture into the unknown territories of Twitter ads, LinkedIn ads, and others.
Develop A Landing Page
A landing page is a standalone web page that caters to a specific campaign. It should look something like this, a simple single page with no more than a link or button for you to click on.
It is advisable to have someone sent to a landing page than directly to your website. Why?
It’s because unlike a website which has multiple access to different tabs and pages which can be distracting, a standalone landing page ensures control over a person’s behaviour.
It also ensures that anyone who enters the landing page will have only ONE purpose – to click that one and only button to sign up. This, of course, will increase the probability of your audience signing up for products and services you offer. It is also a good way to directly collect audience data for your future business use!
It’s no secret that Facebook campaigns cost money and your ad budget can be drained quickly if not optimised. This is a crucial element as it doesn’t just help get more clicks and conversions, it also helps manage your budget. This is also especially helpful if you have more than one ads in a single campaign.
Thank goodness this is not a difficult task to do, as Facebook allows campaign budget optimisation with its tool. With campaign budget optimisation, Facebook distributes your budget across ad sets. This ensures that no budget will go to waste and only used in purposeful targeting.
Time to Create Your First Successful Facebook Campaign
Now that you’ve learned about the 5 elements necessary for a successful Facebook campaign, it’s time to show what you’re made of.
Take note though, that even with these 5 elements there will be also other factors which might influence your results. They can be uncontrollable changes in the industry, sudden Facebook policy changes, and even shifts in politics. Which is why, if you’re still skeptical and unsure – always seek professionals to learn more.
Well if you’re ready, go ahead and create that successful campaign today!