For more than a year, this column has discussed tips for your social media. Now it may be time to expand your presence with Facebook advertising.
We’ve dabbled in it here at HF and found it’s an effective, inexpensive way to reach new people in the industry. I know what you’re thinking: “I ignore all the ads I see on Facebook.” The fact is this: People actually click on them. Real people. The ads are clicked so frequently that media research firm BIA/Kelsey reports U.S. companies spent a combined $5.1 billion on social media advertising in 2013.
Here are some tips for your campaign:
1. Set an objective: Without it, your campaign is doomed. Facebook allows you to target certain demographics and people with specific interests. Once you’ve set a goal, create several ads (mixing up the photo and wording) to see which ones work.
2. Keep the message simple: You’re working with limited space and people with limited attention spans. Keep the message short and direct.
3. Give them a warm welcome: People will click your ad, but then what? Are they taken to a welcoming, mobile-friendly landing page? If not, they may close the page and never return. Most traffic on Facebook now comes via phone, so a mobile-friendly website is key.
