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Think of Facebook marketing like dating. You wouldn’t walk up to someone you’ve never met and say, “Would you like to go out for dinner?” Sure, you may find some luck, but your chances of securing a date with that someone special will be much higher if you get to know them first. With over 15 million Australians actively using Facebook each month, the platform is a great place to meet new people. However, your matchmaking success will depend entirely on your approach. Let’s take a look at how you can use Facebook ads to build better relationships with your customers.
- Introduce Yourself to the Right People
Facebook ads are a great tool for creating awareness about your brand, products, and services. But you need to approach those who will be genuinely interested in what you’ve got to offer. There’s no use trying to set yourself up with people who won’t appreciate the real you. Smart targeting can help you to reach people who share common interests and are in the right demographic and location.
To gain their attention, create a short video featuring what’s unique about your brand or share an inspiring image that highlights a need they’ve recently been looking for.
- Give People an Incentive to Get to Know You Better
Great relationships take time to develop beyond the first handshake. Now that you’ve started chatting, it’s time to let people get to know you better. Continue the conversation by offering a taster of what you’re about through a free sample or e-book. If you find people often ask a lot of questions about your product, link your ad to open a Facebook Messenger window so they can talk directly with your customer services team.
Lead generation ads are great for giveaways as you can collect an email to re-establish the conversation later. As the form opens within Facebook, the barrier to entry is low and you may find the engagement higher than if you linked off to a form on your website. Remember, you’re just starting to get to know each other and people may not be ready yet to check out your website.
- It’s Time Share What You’ve Got To Offer
Now that you’ve warmed up your audience, they’ll be more receptive to your bigger sell. There are many options for showcasing your products and services through Facebook ads using carousels, slideshows, and videos that can link directly to buy on your website.
By using a Facebook Pixel, we can track who clicks through, views certain pages, adds items to a basket and makes a purchase. Now you’ve segmented further audiences to re-target later and encourage down the path to purchase with customised messages.
- Encourage Customers to Come Back for More
Like any good relationship, you need to keep people engaged. Regularly posting on social media is a great way to keep your customers informed of your news and stay top of mind. But remember it’s not all about sell, sell, sell. Put the social back into social and connect with them around your topic and lifestyle. Say you sell surfboards. The chances are your customers will not be ready to buy another board from you soon, but they may be interested in surf clothing and accessories. They’ll also be dreaming of catching those waves in new locations, so share some hot spots with inspiring ocean images to check out.
Remember to give your current customers as much love as new potentials. Facebook’s organic reach can be low, so use paid targeting to ensure you reach your followers.
We may not be dating experts, but we do know Facebook. If you’d like some experienced advice for your approach to Facebook marketing, Perth based Dilate Digital are here to help. Drop us a line today on 1300 345 283.
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