Social media marketing has been the trend nowadays because almost all of the people are very active online. This fact can be both positive and negative for your business. It’s positive because there’s a wide opportunity that you will be able to introduce your brand to a lot of people. It’s negative because it means that there’s more competition in the market. If you want a relatively low-cost option but high performing strategy to increase your brand’s presence online, then social media marketing is the way to go.

According to Statista, Facebook has 2.2 Billion active users as of the 4th quarter of 2017. That’s why the best platform to perform social media marketing is through Facebook ads especially because it supports all kinds of content. It is important to formulate a Facebook advertising strategy to ensure that you will be guided in the process of bringing your business to success.

If you’re an online business owner who is yet to discover the wonders of Facebook ads or you have established the Facebook ad but has not yet maximized its full potential, then read on the seven tactics to improve your Facebook ad campaigns.


  • Optimize Facebook Likes and Shares


Likes and shares on Facebook is a testimony to your products and services. It’s a social proof that shows potential clients that you are credible and liked by their peers. During set up of your Facebook ad campaign, the default is creating new ads for every set and campaign.

The “Use Existing Post” option can do great wonders for increasing target reach by gathering all the post engagements under one ad. A lot of advertisers have thousands of likes because of this hack.


  • Optimize Facebook Targeting


Once you have converted a person using Facebook ads, it only makes sense to show this person other ad contents. Progress them to the next stage of your marketing funnel by sending new ads and messages. These converts can be removed from the audience through Custom Audience setting and typing their names in the exclude type bar. These audiences will no longer be able to view the same ads over and over.


  • Personalize Each Market Segment


Facebook has a powerful ad feature that can facilitate deep segmentation. Create segmentation for your target market then design and test ads for each segment. This will help you identify the different engagement you get from the specific target markets and help you strategize your Facebook ad approach.


  • Relate Your Call To Action (CTA)


Call to action is essential in your Facebook ad campaigns as it will help your audience decide if they would like to have your product and services. Choosing the right call to action will amplify your selling potential and minimize confusion. If you have an introduction to an ebook you are to sell, your CTA should be “Read More” instead of “Buy Now.”


  • Add Click Triggers


You have a few seconds to maintain the audience’s attention and in that few seconds is your chance to invite them to grab what you are offering. Click triggers are the push that your prospect needs to click on that CTA. Click triggers help your CTA look more promising and adds value to your products.


  • Utilize Facebook Groups


Having and building a community on Facebook has been the trend for quite some time now. It pools people with their common interests and encourages interaction. It is the perfect opportunity to introduce your products. It’s only essential to determine your target market to not put your efforts into waste.


  • Video Content is the Best


Video content has always been catchier than image and text as it gives a certain human interaction feel and that you can deliver more information to your audience. Videos have the highest engagement metrics over other content on Facebook so, it makes sense to use videos to boost your relevance score. It is also helpful to create short but informative clips as research shows that in order to engage your audience with your video is to keep it at 15-30 seconds long as the users have a short attention span. So, it’s important to be as direct as possible in your videos to send your message across.

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.