Facebook Marketing Strategies
On Facebook people are there with real emotions, they don’t just look at a poster, they interact during with friends, look at fan pages and interact in their own Facebook groups. The whole environment is all too private and intimate, companies need to adapt their content accordingly.
Marketing messages need to be packaged in a completely new way so that they touch people emotionally. Whether it’s the daily content that is published, based on an editorial plan, or advertisements that are published as a so-called dark post.
So today it’s about more than just advertising. Social networks are a completely new environment where any content needs to be adapted to a communication strategy. Social media agencies help to find the right way to address people on Facebook. Whether it is through ads, the targeted communication to their own community, through the fan page also became the group marketing, which is becoming increasingly effective, especially on Facebook.
But what do you start with? First, however, you always need good content, that is, content. Content marketing has become so important nowadays that every company invests or should invest here. Content marketing influences search engines like Google but also social networks like Facebook, YouTube and Instagram but also the users and the community.
Lots to do! Let’s sum it all up, the most important goals for businesses on Facebook:
Goals for businesses on Facebook
- Send information directly to the digital target group; this includes advertising but also general information such as “changed opening hours over the holidays”.
- Achieve additional sales
- Increase brand awareness
- Expandreferral marketing
- Better performance (findability) on the Internet
- Maintain and activate customers
- Direct communication (also feedback, suggestions for improvement and criticism)
Crossmedia: Online Marketing and Social Media Marketing
Companies today are cross media, which means that there is not only one channel through which advertising is spread. Facebook is a part of the entire media network. From the own homepage, to the online shop, to the Facebook channel, to Instagram and Tik Tok for younger target groups. In order for content to have a cross media effect, it must be prepared correctly for the individual channels. This way, social media marketing quickly becomes online marketing and thus an even more comprehensive advertising medium for your company.
Facebook Ads – Live from our office:
Facebook Advertising (Ads) and Community
Let’s break down the most important areas: channel/community for organic reach and Facebook ads.
Advertising on Facebook means above all one thing, many tests and comparisons. If you are dealing with the topic of Facebook advertising for the first time, e.g. have read our blog post on the topic of how Facebook advertising works, then you know that special target groups on Facebook are one of the central means to reach people but also to work effectively, because through the targeted analysis of the interaction of users you can make decisions and optimize ads. The famous golden cash cow.
If you have such a Facebook cash cow, then you can quickly and effectively allocate more budget to this single campaign. In this way, the most profitable advertisers can be selected through the targeted testing and comparison of several Facebook ads.
What are such advertisements aimed at?
The targeting of people on Facebook is based on various factors. This includes, for example, age, ads can be played to different age groups. In addition to age, there is also the place of residence, especially interesting for companies that have a local or regional market. Of course also for larger companies, e.g. one can switch here also individual events or also branches of the business advertisement. Thus can be addressed e.g. purposefully humans from Berlin, Hamburg or also Munich. In such an advertisement there is not only the general message but a personalized message, e.g. “now new courses in Cologne!”. People who see this ad, of course, feel much more likely to be addressed than by a general message.
In addition to parameters such as age or the place of residence, there is of course also the gender. After all, women have different sensibilities and expect different images and messages than men.
In addition, there are of course many other parameters that you can use for the ad, for example, that it can also work with their own fans. You can e.g. specifically switch off for ads, e.g. in these specifically optimized to win new fans for the fan page. Furthermore, you can also target friends or form special target groups, e.g. from the visitors of your homepage or online shop.
So Facebook ads parameters include:
- The age of the users
- The place of residence of the users
- The gender of the users
- Exclude and include existing fans
- Form new target groups
What does the Facebook Pixel do? Basically, a Facebook Pixel is integrated just like any image or text on a website. As soon as it is loaded, data is sent back and forth between the various partners. The pixel registers all users who are logged in on Facebook and adds these individual contacts to those Power Editor. From this you can now create target groups, so-called Target Groups.
As we have already described in our XXL article on Facebook advertising, there are numerous functions and filters here. All of them serve the one overarching social media goal of generating reach, organic growth, and of course leads (sales, newsletter signups, etc.).
- Pixel is integrated on the own website and in the online shop (in the area)
- Pixel is loaded with every page view
- Users logged in to Facebook are recorded and stored
- Target groups (target groups) can be created from stored user data
- You can then play ads to individual target groups.
As you can imagine, Facebook advertising prices vary depending on how many people you want to reach and what your social media marketing goals are.
How much does it cost to run ads on Facebook?
If you want to place ads for your company, with which you can achieve meaningful results, then they must expect a daily Adspend of at least 50 €. For small companies and startups, you can deduct another 20%, but in total you have to come to at least 40 € a day, so that the various ads play out to the extent that really sound results can be achieved in the end.
In addition to the cost of the ads, there is the fee for managing the Verb account. Depending on the project, various factors are added to this, e.g. content creation, brainstorming for viral content, but also campaign management to different target groups. Groups are the big secret on Facebook! Through the targeted selection, ads can be played out extremely accurately.
Tips for small businesses and companies! If you have never placed an ad yourself and can’t afford a professional social media agency, it’s worth looking for Facebook vouchers. Often Facebook gives out vouchers for new customer acquisition, with which you get directly 50 or 100 € budget. This pays for the first two or three days of advertising on Facebook!
Recommendation daily budget (minimum): 40-50 Euro
Best Practice: Simple Facebook Campaign
Here is a small example of a simple Facebook Ads without complex extras. Reached 8,758 people, with 109 sales and a spent budget of 59.09 euros. Achieved were 490.27 euros profit. here in the example 2 campaigns were tested against each other.
- 59,09 Euro Cost
- 8,758 people reached
- 109 contracts at 19.90 euros (gross) / 18.59 euros (net); margin 5.04 euros (net)
- 549,36 Euro Profit
- 490,27 Euro net profit (excl. expenses for Facebook Ad)
The Facebook Ads Manager belongs to Facebook, a commercial enterprise like so many. Accordingly, it is also to Facebook to attract new customers.
From time to time vouchers are distributed, so that one gets e.g. 50 € free. These special offers are only valid for new customers. Sales who already have an active Facebook advertising account, but do not use this, which are sometimes played small offers, eg 5 € gift for the next ad or € 10 as a voucher.
How much do I need to invest for a good Facebook ad?
In order to have good analyses and correspondingly meaningful results later in reporting or monitoring, you must calculate with a daily advertising budget of about 40 €. This will give you good results at the end of the week or month, on the basis of which you can make decisions for future strategies.
Facebook has tremendously decreased the reach of organic fan page posts due to the rapid growth of the platform. Use this to your advantage! Together with you, we develop a strategy to promote your posts to relevant target groups, e.g. through geo-filters. For example, it is often worthwhile to promote posts to your own fans, but not to their friends (therefore be careful when using the “Promote post” button). Increasing the reach of posts through organic reach, paid reach or sponsored posts to people interested in competing products, to your email subscribers or to visitors of your website is also easily possible.
Social Media One – your specialist for Facebook marketing. Its job is to get your marketing message to the right prospects. With targeted Facebook Ad campaigns you can quickly increase your sales, perform quick testings and build your community through steady Likes.
Target group: research and targeting
We work daily with Facebook’s internal tools like Graph Search and Audience Insights to give you very detailed insights into the interests of your potential target customers. We do this by looking at the exact behaviors of your existing customers and people who have similar interests, demographics, and psychomatics. We also use group membership and interest data to determine targeting criteria.
A functioning, active community is essential for the success of your social media channel. The community, your fans, are the decisive factor for users to like, comment, share and interact with your posts. That’s why you should define your target audience precisely before you start your campaign. A precisely targeted audience increases the factor of interaction considerably. Interaction is what matters in social media. A small example: you publish a post, the first fans presses “Like”, already your post has increased enormously in its reach. If your fans had 100 followers, now more people are interacting than before. If your fans had 200 followers you have more to people x2. Interact now 10 fans with each 200…
You understand: The community of your Facebook fan pageis the cornerstone of your success. Because only an active community promises interaction. And interaction is the key to perception and success. We help you with high-quality social media content, sophisticated channel strategy and individual concepts – added value for all users (or stakeholders).
Social Media Strategy: Read more
Target your website visitors on Facebook? This is very easy for any advertiser to do through “Website Custom Audiences”. Website visitors already know your business and are therefore very receptive to your messages and ads on Facebook. How important are impressions for your website or online store? Read more here: Impressions (page views).
For example, if a visitor to your website has visited a specific subpage of your website, you can target them with different ads on Facebook based on that. In this way, very relevant Facebook communities can be built or online shoppers can be reminded that they have not yet purchased items in their shopping cart. We offer:
- Increase in company awareness
- Creation and research for the optimal target group
- Valuable data acquisition about your existing and new customers
- Creation of huge clusters with similar interests to their existing customers
- Group marketing, placing ads, community maintenance, consulting, and much more.
Targeting, reporting and monitoring of ads
Analyzing data from Facebook reporting for your own campaign monitoring is probably the most underrated tool Facebook advertisers have. Did you already know? Only every 10th social media manager deals intensively with page statistics and evaluations of the ads. However, you can find valuable statistics and key figures about your customers, products and services in the Facebook reports.
- How does advertising work on Facebook? More on the topic of Facebook Ads.
Best Practice / Case Study
There are many best practice examples and case studies of Facebook advertising. We have already published some examples of our customer projects in our Facebook blog.
When hiring a company to take care of your Facebook marketing, you should pay attention to such case studies. Because here you can see how effectively the social media agency is working. If you are hiring Facebook advertising for the first time, then you should pay attention to a few metrics. One of them is the cost per thousand contacts, or CPM. CPM stands for costs per mail, so the cost for 1000 people reached or users on Facebook.
Another important key figure is the cost per lead. Lead is English and means completion, this can refer to several areas, e.g. the registrations in the center, the placement of a product in the shopping cart or the most successful, sold product.
You should pay attention to these metrics so that you can compare different offers from social media agencies.
- CPM, prize for 1000 people reached on Facebook
- CPL, price for a successful graduation, the definition of the graduation is thereby completely individual
In the following, we would like to show you a small example of how the evaluation of such a campaign can look. Depending on the customer, the complexity of such an evaluation increases significantly. These should only give a small, first overview.
Advantages of Facebook advertising
There are numerous advantages, which is why the marketing method is so popular with companies. On the one hand, you use the social media platform with the currently highest advertising reach for companies. In your advertising campaigns, you use precise targeting methods to identify and address the previously defined user groups based on socio-demographic criteria as well as the individual behavior and very personal interests of the users.
All of your played out advertising goals can be easily differentiated. Not only within Facebook through interactions and followers. Also outside of Facebook by collecting data in the form of website traffic, conversions, leads, downloads, store visits, newsletter entries, etc.. The content is multimedia, from simple text to video.
But the best of all is the remarketing function. As described, you can easily remind users of products that have already been viewed, for example, products that have been placed in the shopping cart but not purchased.
- Facebook is the largest social network with the most users
- Precise targeting methods for identifying and addressing users
- User groups based on socio-demographic criteria, behaviour and interests
- Success can be measured, inside the network and outside (Facebook Pixel)
- Multimedia use from text to video
- Remarketing (reminder of products)
Facebook Marketing Tip
If you want to learn more about Facebook advertising, we have many tips in our Facebook blog, just take a look!
Facebook Marketing Tool
There are many providers for Facebook marketing tools. From the optimization of ads to the creation of graphics, for example through layout tools. But which tool is really worthwhile for ad management?
Here we have recommendations for your Facebook ad management and post-campaign reporting:
Ad Manager or Power Editor in Facebook
As we have already described in our big XXL article Facebook Advertising, there is a central management tool provided by Facebook. In the Power Editor, you can compose ads yourself, create different groups, test ads so against each other. But here you can also create the famous Facebook Pixel, which you can integrate into your website or online shop.
Agency or Do It Yourself?
Not every company can or wants to afford a social media agency. Especially not an expensive large advertising agency for social marketing or a specialized agency for Facebook marketing. The decision does not always have to be influenced by monetary reasons, often the know-how and the marketing or its concept and strategy should remain in the company. For this, you can either book a social media consultant for your own company or you can train your employees with a simply structured online course. Internet there are numerous offers of this, here is our recommendation for companies and businesses who want to successfully create their Facebook marketing themselves! After doing some research and making comparisons, there is a clear winner, the Facebook Marketing Online Course.
Increased reach via fan pages, groups and advertising
Facebook has tremendously decreased the reach of organic fan page posts due to the rapid growth of the platform. Use this to your advantage! We work with you to develop a strategy to promote your posts to relevant audiences. We work daily with Facebook’s internal tools such as Graph Search and Audience Insights to give you very detailed insights into the interests of your potential target customers.
Target your website visitors on Facebook! With “Website Custom Audiences” very easy for every advertiser. Website visitors already know your business and are therefore very receptive to your messages and ads on Facebook.
- Market awareness: Reach new people through advertising’.
- Achieve more conversions (more sales)
- Transparent communication and interaction with customers possible
- Positive brand image and building of sympathy and trust
- Customer loyalty through information, discussions, promotions and offers
- Acquisition of new customers at low cost
- Knowledge generation: What are our users interested in?
- Increased customer satisfaction due to high accessibility and direct contact options
- Regional awareness among people in the surrounding area
More good arguments for Facebook Ads?
- Reach exactly your intended target group: Over 20 million active users (more statistics)
- Target group selection by user behavior and their interests
- Cost-effective advertising channel as well as control and flexibility (period, budget, etc.) through Ad Manager
- Direct linking to the website possible as well as subsequent embedding
- Improvement in search engine rankings through shared content (blog / online shop) on Facebook
- Individual and multimedia ad design (for any industry / be it a product or service)
Facebook Infographic “The Power of Facebook Advertising”
Social Media Consultant: Facebook
You are looking for experienced experts with expertise in the field? We are your contact! With best practice projects, case studies on our clients in different countries, we can reach the people you want to reach!
Together we develop your social media brand communication, modern, flexible and always on the pulse of time. Here is an overview of the full range of services.
- Strategic planning of your individual campaigns
- Setup of your Facebook account, fan page and design
- Setup your Facebook business manager and advertising account
- Pixel integration on page and shop (tracking)
- Target group analysis internal (Facebook) and external (Pixel)
- Creation of modern, multimedia advertisements
- Campaign management and support
- Continuous development and optimization of your advertisements
- Analysis and reporting of ads and targets
- Consulting and branding on the social web
- Influencer contact and campaign support
Consultants: Facebook consultants for your company
Facebook marketing today is more complex than ever before. Starting with the pixel over the different target groups up to further specific methods, e.g. dark posts. We accompany you not only as an agency but also as personal Facebook consultants.
✓ Goals and strategy – social media consulting
â Social Networks – Facebook, Instagram, TikTok, Youtube and Content Marketing.
Influencer Marketing – National and International
â Photo and video production – InHouse from photographer to editing
â Events – fashion show to influencer event
â Speaker – media experts and speakers