As the social media world evolves, new ideas and improvements have arrived on different platforms and we continue to update you as they do. Facebook is one such example. If you are involved in marketing, you should know that Facebook is the parent platform that owns Instagram, WhatsApp, Oculus, and Messenger. This means that the changes applied to Facebook will also likely find their way onto all these other platforms as well.
This is currently happening, in fact, with Meta for Facebook and its corresponding Ads Manager platform. But don’t worry, these changes aren’t as big as you might fear, and adapting to them is quite easy. At the end of the day, the same strategy as always applies: you need to have a clear business objective and align your social media strategy in collaboration with those efforts.
The Meta Business Help Center echoes this advice by saying, “Before you create an ad, first consider what your business goals are. It’s important to know what you want to achieve in order to choose the right objective. Your advertising objective is what you want people to do when they see your ads.” With this in mind, let’s walk through an example. Let’s say you own a business, and your ultimate goal is to have more website traffic. The first thing you’ll want to do is find out how to tailor the advertisement toward that goal. This may look like incorporating a compelling call to action, making sure that the advertisement is focused on driving traffic to a website, and using link tracking software to ensure that your internal data matches what is being reported by Facebook.
However, we don’t need to remind you that there are countless goals an advertising campaign might have. However, we have compiled a list of three business objectives that every business should take into consideration— especially when they are just starting out.
Brand Awareness is Key to Success
Your brand awareness is the lifeforce of whether you will have customers or not. By keeping this objective in mind, you can generate an increased interest in your product or service and become a household name. Creating ads that discuss your business, and more importantly, what makes it different from others, is a great way to lay the groundwork for your eventual brand. If you have a restaurant, for instance, you can talk about your dishes and the experience the patrons will get once they sit down to order. Create a campaign that highlights your unique selling proposition and how you can help others through your product or service and, soon enough, you will have a clearly defined brand to fall back on when considering new marketing endeavors.
Your Website is Home Base
Going back to the Meta Business page, creating a campaign focused on traffic can help “Send people from Facebook to any destination you choose, such as your website’s landing page, a blog post, app, phone call, etc.” Website traffic ad campaigns are great ways to break through the mold and avoid being one in a sea of a million similar websites that sit around collecting dust. Your website is a great home base for you to allow the customer to dig deeper, get to know your story, what moves you, and connect with your brand on a personal level. That’s why it’s so important to have a high-quality website to do the marketing of your company for you while you focus on other areas of growing the business.
If Your Content Doesn’t Engage, Your Content Has Failed
Engagement should always be a top priority when creating an advertising campaign. The above tips have helped you reach people with different advertising objectives, and now it’s time to get them to connect with your content. If you program your ads to target engagement, you can lead your audience to interact with your content by leaving comments, likes, or even sending messages. Engagement is a huge element of organic success and growth that will benefit you without the need to pay for it. Every advertising campaign should have engagement as a goal, so always refer back to those numbers when evaluating success.
At Dr. Rissy’s Writing & Marketing, we have a fantastic team of individuals certified in advertising on digital media, and they can help you improve your results across all major platforms. Whether you are looking to grow your business through Facebook Ads, Google, or Amazon, we are here to help. To learn more about this, click here to book a call. We look forward to working together with you.