As we all know, the largest social media platform Facebook has grown into a complex and powerful tool for connection. This is a dream come true for marketers who have been able to leverage its power in driving their business objectives. In this article, we’ll look at 12 Hacks to get the best in using Facebook for your brand awareness campaigns:
1. Begin with your audience demographics:
You probably sell different products and services to different people, meaning you have more than just a segment of customers. You need to create different buyer personas to bring each audience member to life.
You may start with the insights Facebook already provides, this will give you a quick breakdown of age range, locations and gender so you can already start making your hypothesis. For example, how are the younger people from the south-west different from the older ones in the south-east of Nigeria?
Google Analytics also provides demographic data when you enable the report, while demographic data is a nice start, it’s not nearly enough.
The best way to expound these customer personas is to understand their motivations, knowing what their aspirations are and what’s preventing them from reaching it.
It’s only when you acquire that level of gritty detail that you can accurately sell them your solution. Therefore, you’re going to need additional data points by carrying out real-life conversations. You may opt to use Google Consumer Surveys (it uses a pay-as-you-go model to help you actually get surveys answered), you can also personalize question strings based on the answers they provide, and you can get select granular entry criteria to only enable the ideal people to answer.
By now, you should have some background knowledge on each persona. The next thing to do is to find out where those people hang out on Facebook.
3. Research your customers interest
With Facebook, interest-based targeting allows you to target extensive interests and further enables you to alternate this by choosing the enthusiasts of other brands, bloggers, and media personalities. What this does, is that it helps you segment like-minded people, and helps you know who to possibly collaborate with.
3. Get your personas to self-select
Selling to multiple personas is tricky because the complexity can escalate in a hurry. You will need to develop two or more interest-based audiences. Otherwise, mixing those people up will tank results.
One way is to help people tell you exactly who they are. This is seen a lot on pricing pages.
4. Modify your interest audience sizes
It’s very important to take care of your audience size. It shouldn’t be too big or too small, a good audience size to begin with is 500,000 – 1 million people for your brand awareness campaigns to become effective.
At the beginning, continue including interests and brand names to build up your list to over a million. After that, add exclusions to narrow it down.
Continue by adjusting this audience by selecting more interests or adding more exclusions to make it more effective. Repeat this procedure several times in case of going after multiple personas.
5. Go big and be shared wide
What you want here is to reach however many individuals as could be expected in this instance so that your custom audience works well.
When your ads truly resonate, they have a higher chance at getting shared or remembered. Your fans do the distribution for you and so, you come back to target their friends consequently.
Facebook enables you get data about a person based on what page they view, what plan they select, or even what post they click on, so that you can reverse-engineer which ‘bucket’ they fall into.
This is a little bit complex, but you can test this in small amounts with organic posts first. For example, you can publish a variant of content types that might interest each persona. Then, sit back and watch what happens.
6. Agitation. Solution
Sometimes, big emotional campaigns don’t work for some companies. But the good news is that there’s still a strong, integral motivator for dry technical sales too. Your prospective customers have a problem in their life which could hurt them financially that they want to solve.
Perhaps they won’t be promoted, or their job might be in jeopardy. Whatever it may be, there’s a real intrinsic motivation for most B2B customers. This is where the classic copywriting formula, Problem Agitation Solution (PAS) comes into play.
This is a good example from popular CRM providers, HubSpot:
The problem here is that sales can be stressful. See how they agitate the problem by mentioning how spreadsheets can only make the problem worse. The solution is what you get when you click.
Again, notice the ad doesn’t focus on the tool itself. That would be more appropriate for a middle or bottom of the funnel customer. Instead, they focus keenly on the problem.
They get you to resonate with that first, because that’s what top of the funnel audiences care about most. Your solution might not be the right fit for them. But one thing that’s for sure, is that everyone who has done sales can empathize with the guy in this ad.
7. Branded content to leverage influencers
According to a study; “92% of customers trust influencer messages more than brands.”
This means that when individuals get their product or brand introductions from a third-party, they believe it. With Facebook’s introduction of the Branded Content ad type you can get in front of new audiences. And because it is an ad unit, you’ll get clear metrics on all interactions and particularly know what you’re getting for the money spent.
8. Event sponsorships
Marked content works as the best approach to contact buyer personas. It helps to boost your reach to those who know you to help share that message far and wide, but you need to take your efforts much further.
With event sponsorships, you can create a wide range of event-specific Facebook brand awareness ads, using importance and distinctive strategies to change another person’s interest for this event over to buy the first product.
9. Reach People with Mobile for Less
Your goal is not to advertise everywhere. What you want is to advertise in the places that make the most sense (and Naira) for your brand.
For example, if high-priced desktop ads are a concern then you can use mobile ads and right-column Facebook ads instead.
According to statistics, more people browse the internet on their mobile phones than on desktop devices. And majority of that time is spent directly inside an app like Facebook’s. This makes it the perfect place to grab attention for people browsing for a few minutes.
According to Massimo, AdEspresso co-founder and CEO:
“Mobile users tend to ‘Like’ a lot. Users will discover your product on their phones… then buy it the next day on their desktop.”
In essence, go for the click and not the sale. Time is short, and space is limited. Use creatives that leverages this small, on-the-go placement.
10. Design interactive experiences with Canvas Ads
Canvas ads are completely different from the mobile newsfeed ads which are static, and as a result leave little room to work. Canvas Ads are interactive ad units that allow you to showcase all kinds of media, from GPS data to videos.
According to TechCrunch, “53% of Canvas users view at least half of it, while the average time on site is 31 seconds,”. Big brands have been using this interactive ad type for everything from product look-books to storytelling.
It’s a content-play to introduce new people to your brand. Its interactivity on mobile also gets people to stop and take notice while they’re mindlessly browsing.
11. Making the most of Right-Column Facebooks Ads
Let’s be honest, Facebook’s right-hand column ads also don’t get much love. However, they’re ideal if someone has already interacted with your brand at least once before. You can use design patterns, fonts and colors to make your ads instantly recognizable.
The one thing to consider however, is that the right-hand column ads are much smaller than desktop placements so what works on one, might not work on another.
You don’t want to ‘sell’ in this ad placement. Otherwise, you run the risk of creating an obscured ad. These ads are perfect if they’re mostly image-based.
12. Assess new offers
Facebook brand awareness ads are designed to direct leads. How then will you know which one will work best?
Save yourself time by smoke testing your ads. For example, start by creating unpublished posts that you can use to build up social proof in the meantime. This will help ad credibility to the ads once they go live.
‘Best practices’ work most of the time but not all of the time. Testing your own situation is the only way to know if following the crowd is worth it or not.
To conclude, Facebook brand awareness is very crucial to generating leads on Facebook. You have to optimize for where people see you, how they see you, and how they interact with your brand. To do this, start by going where your typical audience goes. Also, find out what they’re interested in, what they’re struggling with, and who they follow. Now, show up in all these places. Your custom audiences will do all the heavy lifting later, at the end of the day.
If you’re constrained by budget, you can always use mobile ads or right-column ads to offset costs. All you need to remember is that when it comes to brand awareness, it’s all about connection.
When creating your ads, focus on relationship first; You need to attract them and then nurture them before you can convert them on Facebook.