So, you’ve decided to put some money in to Facebook advertising. Awesome! But Facebook isn’t like any old problem; you can’t throw money at it and hope something happens. The ROI for your social media spend still remains one of the hardest things to quantify, so you need to get down to the nitty gritty when you’re planning a campaign.
The first step is knowing what you want to achieve with your advertising spend. And remember, just because you run an ad on Facebook, it doesn’t mean you’ll get a conversion, but it’s a start. So, what do you want? Do you want reach, in the hope it equates to brand awareness? Do you want click throughs to your website hoping it will equate to sales? What exactly do you want?
Whether you’re boosting posts, creating ads, or promoting your Facebook page, you need to know who you want to speak to, and who your money is targeting. That’s why it’s so important to create strong Facebook audiences to deliver your content to.
Your message needs to be delivered to the right Facebook audiences – image via news.com.au
If you’re new to spending money on Facebook, my biggest piece of advice is to jump in to Advert Manager and explore the “Audiences” tab.
There are so many options for creating audiences in Advert Manager, and I promise I’ll discuss them all with you over time (if you’re impatient, just shoot me an email). Let’s start with a nice easy one. I’ll give you a run down of the audience I recently created for Innuendo Digital as a step-by-step guide you can follow.
Make Use of Your Mailing List, Without Emailing Them
Why not capitalise on Facebook audiences you already have? Click through to the “Custom Audience” option, and take a look. Depending on the data you have available, you can set up multiple audiences and see what you have the most success with. For now though, let’s keep it simple, and work with our email lists.
Maybe you have a really great email list that has consistently strong open and click through rates – but you’re not seeing the same number of fans or engagement levels on Facebook. Let’s select “customer file” and target those people through Facebook instead of just email.
I’ve just done an overhaul of the Innuendo Digital mail list, which I distribute to through MailChimp. Lucky for me, MailChimp integrates with just about everything (or at least with Facebook, which is what we need in this situation), so I’m going to go with that option. If you don’t use MailChimp, you can upload your own csv or txt file with your list details.
I won’t show you the next few screens, but really, it’s as simple as logging in to your MailChimp account and selecting which list you want to use.
Now here’s where you might run in to some trouble. This audience will only capture the email addresses from your list that are used to log in to Facebook.
For the Innuendo Digital list, it’s primarily used to contact businesses we work with, and that means business email addresses. Let me tell you, people are more likely to create a Facebook account with email@example.com than with firstname.lastname@example.org and you might end up with an audience that is too small to populate. Damn you, Susan!
Never fear, I’ve got other ways of getting to you… let’s leave that for later. For the next step, go and pop the kettle on. Why? Because you’ve already created an audience, and you deserve a break!
But… that was easy?
While that may seem like a really simple solution to creating an audience, it’s only the tip of the iceberg. What about people who aren’t on your list? Which segment of your audience responds better to your message? What if you have multiple messages for multiple Facebook audiences?
Don’t send your message out in to the ether and hope someone gets it
Have a think about who your ideal customer is – who do you want to speak to, that may seem out of your grasp at the moment? If you need to brainstorm, give the office a call and ask to speak to Claire.