How to Profitably Target your Audience using Facebook Ads
Why Facebook Ads? Although you may be thinking along the same lines as many other B2B businesses – that Facebook isn’t worth spending money on to reach your target clients – your mindset needs to change if you want to jump on board one of the most effective digital marketing platforms in existence.
In fact, 80% of all internet users have some kind of presence on Facebook and through spending as little as 1 a day, you will be able to reach those responsible for making buying decisions in business via Facebook ads, without needing to go for the hard sell.
But that’s exactly when you should be targeting them via Facebook ads. Not only is it used by such a huge variety of people, but it’s also probably the most targeted and cheapest form of advertising available. If a customer is browsing their Facebook feed during downtime rather than work time, your business may not be at the front of their mind. However, if they see a well-targeted ad from your company even when they don’t have their business hat on, your brand will still be in their mind when they perhaps are looking to make a purchasing decision later down the line.
Facebook ads are easily measurable. With Facebook Pixels, you can see exactly what traffic you’re driving through to your website and those visitors’ behavior when they hit your site. Did they buy anything? Which pages did they visit? Did they add anything to their cart? Send a query to your customer service department?
With these insights, you can continue to market to them via other sales channels, making it more likely they’ll convert into customers. To experience a decent ROI ( ROI means ‘Return Of Investment’ ) on Facebook ads, it’s hugely important to make sure you’re targeting the right group of people. Put simply, the more niche and narrow your audience, the better returns you’ll get.
Because after all, if your audience is too broad, you’ll be trying to attract even those unlikely to make a purchasing decision and paying for the privilege every time someone clicks on your Facebook ads to find it’s not what they’re looking for is a costly way of running advertising.
You also need to make sure your Facebook ads copy is well-targeted to your audience too. It’s a good idea to create a range of ads to target each particular challenge your potential client has. These should be determined as part of your wider marketing strategy. You can then analyze which proved more successful and use this to define your ongoing Facebook advertising strategy.