In a digital world, it’s no secret that forming a relationship with your target audience is key to long-term marketing success.
However, with an abundance of online advertising everywhere, how do you know you aren’t just a part of the noise?
When it comes to social media marketing, advertising to the masses just isn’t effective. That is why it is imperative to nurture a relationship with end users that have connected with your brand. That being said, Facebook provides some great tools and resources in accomplishing this progressive and successful form of marketing. Here are a couple of my personal favorites.
Audiences Tool
If you’ve dabbled in some Facebook advertising, then you’ve probably installed the Facebook Pixel on your website. If you haven’t, here’s a blog with instructions to setting up the Facebook Pixel, as well as fundamental use cases for custom audiences. When the Facebook Pixel is in place, website traffic will begin populating, which is essential when using these tools.
Adventuring into the Audience Tool, you can create audiences in a variety of ways. Whether you want to target website visitors with the custom audience tool or create a lookalike audience similar to your current customers, you will be reaching a more receptive audience than general demographic targeting. This allows you to segment audiences based off of their intent, interests etc., so that you can connect with them with content more personally than ever before. Furthermore, you can direct catered content to nurture and establish relationships that’ll convert customers and heighten lifetime value #ChaChing.
Lead Ads
Since Facebook’s initial launch of their advertising platform, there are several different ways to package content and promote it to your target audience. One of the newer and most exciting being Lead Ads.
Now, marketers can generate leads and gain subscribers without an interruptive user experience. How is this done? Whenever a Facebooker sees a publication, a product, etc., that they’re interested in, they can now fill out a form without ever leaving their Facebook News Feed.
Why is this so revolutionary? We have to remember that people generally use social media to stay connected and updated with their friends and family. By interrupting their experience on top of asking for them to fill out personal information, you are depleting your chances of a conversion.
With Facebook Lead Ads, it as simple as possible for target audience members to form a relationship with businesses. In just a matter of taps, anyone can submit a form to join an email list, request an appointment, etc. Furthermore, businesses can leverage this information to nurture through email drips or remarketing campaigns to remain top-of-mind. This strategy, as a whole, fosters brand loyalty and is highly effective to upsell and create more revenue.
These tools are just two of the many that Facebook has to offer. By building a content map that progressively coincides with the buyer’s journey, you will reap the benefits of lifetime value, brand loyalty and advocacy.
