Get Customers via Facebook Ads & Influencer Marketing
This content is a short summary of the Skills21 Training session ‘Outbound Acquisition’ delivered by Tanvi Bhaskar.
Outbound marketing refers to any kind of marketing where a company initiates the conversation with potential clients and pushes messaging to them. Outbound marketing examples include traditional advertising such as TV commercials, radio ads, print advertisements, social media campaigns, influencer marketing, and E-mailing…
Facebook Ads
The Ads Manager is where you go to create and manage your campaigns. In full, you can use the ads manager to:
- Set up Facebook ad campaigns
- Create new ad sets and ads
- Manage Facebook ad bids
- Target many different audiences
- Optimize your ad campaigns
- Keep track of your campaigns’ performance
- A/B test your Facebook ad campaigns.
To run an effective campaign, you need to follow 5 main steps
Define your Target
One of the best things about Facebook advertising is the ability to select who sees your ad using several variables, including keywords.
You can target by geography, age, gender, education, relationship status, workplace, and keywords.
Attract and Engage your audience
The objective is to push the audience to do an action, which is usually buying your product or service. So the Ad needs to direct users to your website or app.
For this, your headline should grab attention immediately with a benefit. You’ll get another 135 characters to describe and entice in the body of the ad.
You also have the option to upload an image. It may be the most important aspect of your ad so choose wisely. Facebook users are very image-driven (it’s the largest photo-sharing site in the world) and the visual graphic you choose will make or break an ad. This is an element you must plan on testing.
Budget
Facebook advertising works a bit like AdWords in that you bid for keywords and compete to get your ads shown. How effective you are at this depends upon the competitiveness of your keywords.
You can choose between a cost per click (CPC) model where you pay only for clicks or a cost per thousand (CPM) model where you pay per 1000 ad views. The CPC model is slightly more effective in terms of ROI.
To start your campaign you must determine a bid per click and daily budget. You can set both of these numbers very low to test.
A/B Test
No matter where or what you should always test your advertising. You can and should create multiple ad versions. Once you create an ad you will have the ability to create similar ads and run those as well. You’ll be able to easily view which ad is performing the best based on clicks.
Analyze
Once you create and launch your campaigns you need to start tracking and tweaking. Facebook has a tool that gives you some information on actions taken inside the Facebook platform.
Facebook Insights is a nice reporting tool as it can give you information about the actual behavior of the people clicking on your ads and keywords that drew that interest. This will help you narrow or broaden your targeting.
What is influencer marketing?
Influencer marketing is a second powerful method of outbound acquisition.
It’s a type of social media marketing that uses endorsements and product mentions from influencers.
Influencers are individuals who have a dedicated social following and are viewed as experts within their niche. They can be content creators, Instagrammers, sport and fashion celebrities.
Influencer marketing works because of the high amount of trust that social influencers have built up with their following. That’s why recommendations from influencers can serve as a form of social proof to your brand’s potential customers.
Host Giveaways & Contests
Giveaway campaigns are one of the most common influencer marketing campaigns due to the simplicity and the mutual benefit it brings. It works by supplying influencers with a product or service that they can give away to their followers.
Giveaways give a high degree of guaranteed growth as a follow-up, shares, retweets, and comments.
Gifts, Unboxing, and Reviews
This type of influencer marketing campaign involves a brand giving influencers their products or services as a gift. In return, the influencer will, perhaps, voluntarily record an unboxing video or simply review their experiences on their social media channels. After listening to influencers’ opinions and reviews, the audience can determine whether it is something they want to buy and try.
How to approach Influencers
Here are some tips on how you can do that:
- Meet them where they are
- Do your homework and know the influencer before reaching out to them
- Always start by appreciating their work before making a pitch
- Highlight what you’re offering in return for their effort
- Think about interesting ways to engage their fan base
If you are interested in pursuing a sales career, Skills21 is the right solution for you. We help you, not only develop tech sales skills but join promising startups in the MENA and Africa. To get more details about us, please visit https://www.getskills21.com/
