Facebook for Business: Jabbing the right hook!
We’ve stressed far too much on the fact that in 2020, brands need to adapt to the digital space in order to survive. And an easy way to build a brand in the digital space is to talk about it and its uses. This method of advertising is also called as Content Marketing.
Facebook has been the epitome of content marketing for more than 10 years now. All it takes is a vision that can be conveyed vocally and/or visually to build your brand value.
And, speaking in terms of the investment, it takes far too less in money than in the hustle and the grind that you put in. The major investment in building a brand value on Facebook and its sub-platforms is the content. With proper content and an optimized monetary investment, you can build your brand value on Facebook at 1/10th of the traditional advertising costs.
Content, huh?
What exactly do we mean by content?
The content of your brand is the product you sell or the service you provide. For instance, you could be a media company that talks about trading cards and your content would be the videos that talk about the best pokemon trading cards out there.
If you are an eCommerce grocery store, you could create great content by talking about the recipes that can be cooked by using a set of ingredients and funnel the consumers to easily purchase it from your store.
Your content should talk about the value that you are adding to the consumers lives.
What can Facebook do to your advantage?
Pushing content on Facebook will allow you to talk about your brand, its products/ services and the consumer value across three platforms:
1.Facebook
2.Instagram
3.Whatsapp
The combined outreach held by these platforms are massive. Advertising on Facebook would potentially allow you to reach the consumers from any nook and corner of the world.
And, you can build your outreach via Facebook on two content fronts:
1.Organic Outreach
2.Paid Adverts
How can you use Facebook to your leverage?
A.Understand the Why.
To start using Facebook to your leverage, you’ll need to understand the objective. It all starts with a why.
Start with understanding the purpose and list down your expectations from the campaign. Do you wish to build a brand awareness amongst customers or generate sales/views?
In a general aspect, You could use advertising to:
1.Generate views and increase engagement.
2.App Installs and increases conversions.
3.Generate sales and increase store visits.
But, in a broader term, you could use advertising to sell/convey anything or communicate with almost anyone on the platform.
B.Understand the core-audience.
Now that you understood the objective, we’d suggest to focus on the Audience. A simple way to start would be to understand what your target audience is and what it wants.
Your target audience: Your target audience is your end-consumer. Hyper-Personalize your target audience. List down the personalized niches of your product/service.
Understand who it was built for.
If it is a media company that talks about the latest political news in hindi in the Indian region, then your target audience can be personalized based on:
1.Interests
2.Language
3.Region
Your core audience would be the consumers who are interested in politics, prefer hindi language and based out of India.
You could connect to the entire core audience and/or reach just a few of them. It all depends on how you draft a relevance tree.
Relevance Tree:It’s a map or a flowchart that connects:
a.The niches relevant to your product/services
b.The preferred age, gender, language and region groups.
c. And every custom detail around your product.
For instance, the above media company could also use the relevance tree to connect to the consumers whose interests are mentioned to be a specific political party and not politics on the platform.
The goal of using a relevance tree is to minimize the technological errors in distributing your advertisement.
C.Pushing the perfect content form.
Here’s how you could use the above data to your advantage. Now that, you know your target audience’s core needs, you could look up to the examples of the most powerful form of content they consume.
For instance, in India, News/Debate Videos have been an essential way of political content consumption. This leads to a derivation that Videos are the most consumed form of content for political news aspirants.
Similarly, another way would be to go up on Instagram and look out for media companies that post content related to politics. By glancing through their content, you could understand the type of content that you could post for maximum interaction.
Note: This method is applicable to all forms of businesses out there.
The forms of content that you could push as Facebook Ad Platform’s Advertisements are:
1.Stories: By far the most intuitive and engaging form of content that allows the users to notice the brand or it’s product/service/message by scrolling through the stories for 15 seconds.
Instead of the user discovering and scrolling through the post, it directly pushes it to the user as a story. And, due to the fact that stories are available for 24 hours only, the consumers pay more attention to it.
To top-up the experience, you could add a strong CTA that says swipe up to purchase your product/experience your service.
Preferred distribution: Instagram & Whatsapp
2.Videos: An engaging content form that allows you to push explanatory/time-consuming form of content. Essential for media companies and brands to showcase their products/services.
Brands can use the method of pushing videos as content to talk about the usability of their product/service or to talk about the people and culture of their brand to best engage the consumers.
Preferred distribution: Facebook, Instagram & Whatsapp Business.
3.Pictures: Pictures can be used to reduce the consumption time-frame by displaying the same information as shown in the videos but, in the form of pictures/gifs or short-yet any interactive form of content such as text.
- Carousel: An interactive combination of pictures/videos that can be consumed by the customer to understand the brand, its product or its service.
Preferred distribution: Facebook, Instagram & Whatsapp Business.
4.Collection/Store: Talk about your product/service directly via the Facebook/Instagram app by displaying the clickable images of your products that either direct them to the store or allow them to purchase the product/service directly from the Facebook/Instagram App.
Preferred distribution: Facebook & Instagram.
Pro-Tip: Increase your engagement the most by integrating a chatbot on your Instagram and Facebook pages to connect to the customer 24x7.
And, use the WhatsApp Business’ integrated chatbot features to stay connected.
Pro-Tip: Use Facebook for Business’ Ad Guide to test A/B ads and understand how each advertisement works to avoid issues related to resolution and displays.
D.Optimizing budget:
Here’s where you’ll have to set an optimized investment amount to the advertisements that you’ll push. The investment amount is completely based on your choice.
The best tip we’d recommend is to start with organically promoting the content and use it to analyze and move on to a minimal amount and analyze the results to further understand the algorithm and push further advertisements.
So, what are you waiting for? Go start your first facebook ad-campaign now!
