It’s clichéd to repeat it, but social media has changed the world of advertising. Facebook, undoubtedly the leader of this change, is in a unique position to control a large majority of all social media marketing campaigns. And with over 1.3 billion monthly active users, it would be difficult to challenge their claim to the throne. In fact, advertising on Facebook reaches an average of 89% of its intended audience, which trumps most other online social media advertising avenues. And the key to leveraging the most out of Facebook advertising is to know how to target your audience and how to use organic reach to maximize your reach.
When you set up audience targeting for your ads, you can choose from four key areas:[unordered_list style=”green-dot”]
- Interests – like bocce or underwater basket weaving. All the hobbies that you’re willing to admit on Facebook.
- Demographics – Gender, age, relationship status
- Behaviors – Whether you’re a business traveler or an iPhone user, etc.
- Locations – Country, city, state, zip code, etc.
While your average platform does not contain much specific information about people, Facebook does. It is uniquely qualified to help you narrow down your target audience with a specific message aimed squarely at them and no one else. And if those people comment, like or share the ad, then you’ve just gained exposure to even more people.
How to apply this to a brand
Splash Media created a contest for a client using both paid Facebook ads and an added organic component to enhance their reach. I spoke with Cole Field, the Director of Search and Innovations at Splash Media, for a breakdown of what he used and how it worked.
What were the brand’s goals?
Our client wanted more engagement, to increase community and for followers to sign up for their services.
And what did you do to achieve those goals?
We started with a Facebook ad with very specific targeting. For instance, instead of only targeting females, we chose females of a certain age who were married. When users clicked on the ad, they were taken to a Facebook tab that asked them to LIKE the brand. Then the users were asked to fill out the form for the contest and asked to share the contest in order to gain more entries for themselves.
And what were the results?
The results were phenomenal. The cost per acquisition was our lowest ever because of the very specific audience targeting combined with the leverage we gained from their organic response. The brand came away ecstatic with the results.
top photo: Katherine Welles / Shutterstock.com