Updated: Aug 8
While social platforms like Twitter, Instagram, LinkedIn, and Pinterest can be valuable for certain brands, there’s no question that Facebook is still the king of social media marketing. With nearly 3 billion monthly active users, Facebook offers unparalleled access to all kinds of audiences.
No matter what your business model is, Facebook can play an important role in increasing your sales and helping you interact with leads more effectively. In this article, we’ll take a look at four reliable tips for developing more engaging Facebook campaigns and increasing your overall ROI.
1. Move Leads to Your Website
Engaging with a lead on Facebook is a big step, but you need to get them to your website to continue the interaction and maximize the odds of a sale. When used correctly, Facebook can be an incredibly efficient source of new site visitors, helping you move even more leads through your sales funnel.
Cross-channel interaction should be a constant goal throughout your Facebook marketing campaigns. This could be as simple as adding a link to your newsletter to your Facebook profile for any followers who want to join your email list. Of course, this can also work in the opposite direction—don’t forget to add social media links to each email you send.
Depending on the specific campaign, you could also use Facebook to move leads to your blog, product pages, or other areas of your site. Don’t forget to analyze the results of every new ad in order to determine how your audience responds to different types of content.
2. Increase Your Facebook Outreach
It doesn’t matter how good your Facebook content is if nobody is there to see it. While page likes aren’t always representative of a truly engaged audience, they are a reliable way to keep track of your growth over time.
Advertising your page on Facebook is the best way to bring in new followers and reach out to leads who align with your existing audience. Fortunately, Facebook provides a robust targeting toolkit to help you find the users who are most likely to have an interest in your brand.
Facebook’s Custom Audiences feature, for example, makes it easy to follow up with people who have already engaged with your brand on another channel. For example, you might want to send Facebook page ads to users who visited your site without making a purchase or joining your email list.
From there, you can also use Lookalike Audiences to reach out to groups who are similar to the users who make up your existing audience. Learning how to get the most out of these and other targeting tools is one of the most important steps for aspiring Facebook marketers.
3. Generate More Post Engagement
There’s nothing more discouraging than getting a bunch of new followers and still failing to generate the volume of likes or comments you’re looking for. Along with your Facebook page itself, you should also be promoting individual posts to give potential followers an idea of what your brand is all about.
One of the best ways to attract more activity on your posts is to promote those posts to your followers as well as their friends—this option is called “Fans and their Friends.” Facebook will tell ad recipients which of their friends like your page, adding an element of built-in social proof to your next campaign.
4. Convert Your Facebook Audiences
Leads and followers are obviously valuable, but it’s called a “sales funnel” for a reason—engagement is all about converting those new leads into buyers. While building effective conversion ads on Facebook can be challenging, it’s an incredibly useful tool for brands with a strong Facebook presence.
Conversion is the trickiest part of the customer journey, so narrow targeting is the name of the game when it comes to generating sales. These ads should lead to personalized landing pages based on the target audience in question. The landing page is your best chance to make that sale, so it’s absolutely crucial to make a strong first impression once they reach your site.
Facebook is the largest social media channel on the planet, and that makes it an intensely competitive platform for digital marketers. These tips will help you rise above the competition and achieve the Facebook results you’re looking for. Don’t forget to check out our website for more information about working with a top FB marketing company.