5 ways to up your Facebook advertising game
Create compelling content
In Facebook, content is king. That said, it is extremely important that the content a brand delivers serves various functions, i.e. explaining its features, how it helps, cultivating emotions, associating itself with entities that evoke the desired perception, and most importantly, driving call to action. Of course creativity matters, but by asking yourself how you want your brand to be seen, how it is currently doing, and how are competitors engaging with customers, you can get a more robust understanding of what needs to be done and how. For instance, you can use FanPage Karma, a free tool, to analyse the Facebook pages of your competitors. You can also use Post Planner to find trending content by keyword. The focus should be more on photos and videos as they create more impressions.
Set your campaign goals and target
Facebook has a plethora of options on hand to tailor content in accordance with your campaign goals. Campaign goals may include increasing clicks to your website, local awareness, website conversions, etc. Don't forget to make your ads more relevant by selecting a target audience. Facebook's targeting options are meticulous and they can help you get more bang for your buck if used properly.
Automate publishing
Research has shown that social engagement is tied to quality, not quantity. So refrain from publishing multiple times a day on Facebook. Instead, craft the perfect post and schedule them with Post Planner or Hootsuite Autoscheduler.
Set metrics
Metrics will tell you what is working and what isn't. On Facebook, the most important metrics marketers should have an eye on are page reach, organic reach, negative engagement, click-through rate, lead growth and brand sentiment. Google Analytics is hands the best place to start when it comes to metrics.
Listen carefully
Listening to the pulse of your target group is key to sustainable success. You run the risk of alienating yourself from the target group if you don't incorporate their feedback in your content. The end result, needless, will be disastrous. You can use tools such as Brandwatch, Reddit Keyword Monitor Pro or Vidpiq to monitor your brand very effectively.
Be creative in responding to feedback
Write a short and crisp blog post to clarify your position in case of a controversy. Use GIFs to highlight key points and make a video to reflect the opinions of your target group. And there are always quiz contests to reinforce perception and build on a growing buzz.
The writer is a senior at the Institute of Business Administration, University of Dhaka.
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