To develop a Facebook Strategy, first determine your marketing goals and objectives.
Facebook groups campaigns into three basic categories or goals based on what stage of the buyer’s journey you want to target. Within each goal are Campaign Objectives which can be used to achieve different results. For example, the Traffic Objective (a Consideration Goal) will look for users most likely to click, not users most likely to buy.
When you choose an objective, Facebook optimizes that campaign for a certain result or goal and determines how your ads are delivered to your audience.
Stage: Cold Audience. People are just learning about your brand and products.
Goal: Engagement with new audiences and making them aware of what you have to offer.
Stage: Warm Audience. People who are interested in the products you sell
Goal: Attract people who are trying to decide whether to buy from you or a competitor
Stage: Warm to hot audiences. People that have already connected with your brand
Goal: Purchase or signup for your services.
Determine your marketing goal – This will help you decide where you should start and what your advertising objectives should be. If you are starting from scratch, your advertising strategy will be different than if you have an established brand or product with a social following.
Once you have determined the goal of your campaign, you can determine your advertising objective. Your advertising objective is what you want people to do when they see your ad. Your advertising objectives will of course depend on your overall campaign goal e.g., Awareness, Consideration or Conversion.
Examples of advertising objectives:
Your advertising strategy will depend on the Campaign Objective you choose.
Common Facebook Advertising Strategies include:
Content marketing can be used in a Traffic Campaign which is typically used to generate clicks. This is one of the most effective ways to differentiate your business and warm up your target audience for products and services you sell by providing free valuable content.
Use the Engagement Objective to provide Social Proof such as likes, comments and shares which are displayed on your Facebook page, ads and posts.
Use a Conversion Objective to create custom audiences for retargeting. You can also use a Lookalike Audience to target people with similar characteristics to your own customers. This is by far the most effective type of campaign because your audience already knows who you are.
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