With over 2.6 Billion monthly active users, Facebook is the most popular social media platform in the world. One of the reasons why Facebook is so popular, especially for business owners, is because it allows you to make a custom audience based on four main categories, location, behaviors, demographics and interests. Better yet, you can retarget users who have already engaged with your brand. Through retargeting, you can reach audiences who already know you by re-advertising to individuals who have already visited your website, Instagram, or Facebook Page. In this post, I look at areas to focus your Facebook Campaigns on.
When it comes down to an ad campaign, there are so many options available to you; a plethora of approaches one can take. Here are the three primary areas to focus on when setting up your Facebook ad campaigns.
- Focus on engagement
How do you get your ideal clients to engage with your brand message? Through emotion. Demonstrating your service’s benefits will show how you can help, but feeling creates the motivation to seek that help. Find ways to connect with your audience, to resonate with them genuinely.
It would be best if you put yourself in the shoes of your ideal client. What do you want them to feel when they see your ad? What is it that will help them connect to your mission? How can you drive action?
You can get there by focusing on their pain points. For example, an individual seeking financial security for their family, someone struggling to set up a trust for their children, or not knowing how to invest their money. You know your ideal client more than anyone else, so speak to their needs directly. Be creative.
Facebook engagement campaigns are one of the cheapest ways to generate micro-conversions that you can use in future retargeting efforts. Furthermore, these micro-conversions; Facebook shares in particular, contribute to what the Facebook algorithm identifies as viral.
Once you have a message, you can start using Facebook ads to build up relevant site traffic to your essential services, landing pages, and articles. When driving traffic to any page on your site, you want to ensure that you have a Facebook pixel unique to your business installed before you start any campaigns. Why? Remember we mentioned retargeting? That’s where Facebook pixels come in – what’s the point of driving all of this traffic if you cannot re-engage warm users with an offer that is relevant to them?
3. Focus on conversions
Simply advertising your services and expecting conversions from your ads is unrealistic. Yes, it works sometimes, but to ensure it frequently works, offer your audience something of value as well. Part of building a robust digital infrastructure as a virtual financial advisor is sharing some of your expertise for free. Either through hosting a free webinar or offering an eBook full of valuable information, you will reel your ideal clients in.
Together with addressing your audience’s pain points and using the Facebook Pixel to track and retarget, you’re setting yourself up for a successful ad campaign.
By giving your audience something of real value for free, they’ll usually be happy to fill out a form on your website. Once you have their information, you can then follow up and convert them into a client.
I hope you’ve found this post on Areas to focus your Facebook Campaigns on useful.
If you’re a financial advisor looking for help, please feel free to get in touch here. Myself and my team are more than happy to help.
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