8 Advanced Hacks To Improve Your Facebook Marketing
Facebook marketing is similar to an iceberg. Many users see the top part — Facebook ads. They use their entire time optimizing that little bit of potential.
The real power is underneath. It is hidden.
And that is why I created this list.
I want you to understand precisely what those hidden Facebook marketing hacks are and how you can increase your engagement by almost 150%.
There is way more to Facebook than meets the eye.
I have a strong feeling that Facebook marketing will not decrease in the next 2-4 years. It is going to become much more powerful.
There is a reason why so many of the hidden marketing tools focus on Facebook Messenger.
Facebook Messenger marketing has pretty much changed the game, and it has done so in two areas where marketing falls or rises:
Dialogue or Interactivity: Messenger marketing, even when used by a bot, has some personal feel. Instead of bullhorn marketing — asking your audience to buy, do, read, visit, watch. You are asking for their feedback and opening up a conversation.
Speed of engagement: Unlike the glacial pace of email marketing (like drip campaigns), Messenger marketing has a much faster technique. Many people have a normal response to the crisp ding of their Messenger notifications. They want to see who is sending them a personal message. It means your open rates and click-through rates are shooting up.
Create an Engaging Experience with Facebook Canvas Ads
Suppose you have seen demos of Facebook Canvas Ads in play. In that case, it is possible you were interested in the functions but were not interested in the seemingly time-consuming creation procedure. Canvas ads jumble of still images, videos, text, call-to-action, and other interactive collateral. Is the time worth the final product?
Statistics say yes.
Canvas ads can be seriously engaging when done well: 53% of users that open a Canvas ad view at least 50% of it, and the average viewing time per ad is a whopping 31 seconds. Reason? The ability to mesh together several different ad types (carousel ads, video ads, single image ads, etc.) allows for unmatched storytelling ability—you can immerse the user in your brand experience.
The creation process itself is also highly structured and is only a matter of dragging the matter into the Facebook UI and dropping it in the right places. Templates include the following: Get New Customers (best for customer acquisition), Showcase Your Business (best for driving brand awareness), and Sell Products (Best for eCommerce).
The other significant value of the Canvas ads format is speed: your services and lead forms open directly inside the Canvas, and they do so almost instantaneously. No need to redirect to those annoying, slow-to-load landing pages. Customers seamlessly surpass a vital stage in the buying procedure.
1. Flex Your Products with Facebook Carousel Ads
Carousel ads are custom-made for displaying multiple e-commerce products (or multiple parts of the same effect) in a single, swipeable ad.
Carousel ads give advertisers the freedom to display up to 10 images or videos—with ten different CTAs—in one ad and link to other landing pages from each Carousel panel. They are effective on both desktop and mobile and are available for most Facebook ad objectives—so if you're not shooting for online sales, don't feel like your hands are tied.
2. Expand Your Reach with Page Post Engagement Ads
Were you enjoying a fair amount of page likes on your business's Facebook page but having a hard time reaching the majority of your followers? It is a common problem for a lot of companies.
Facebook's algorithm only gives your organic posts so much exposure. So if you have 100-page likes and post something organically to your account, only 20 or so of your followers may view that post. Page post engagement ads offer a better fix.
To set up engagement ads, merely select the "Engagement" marketing objective. "Engagement" in this instance includes comments, shares, likes, event responses, and offer claims. Using engagement ads, you get your content an audience with the people who already like, comment, and otherwise interact with it. You can also choose from Facebook's proverbial selection of targeting options to get your content in front of new segments of the population that might be equally inclined to like, share, what have you.
3. Facebook Video Ads: Everyone's Doing It, and So Should You
What is so great about Facebook video ads? Well, for starters, shoppers that view videos are 1.81X more likely to buy than non-video viewers. For another, the set-up process is as easy as setting up an image ad. The video creation itself might compel advertisers to not get into the video ads game—yet even those advertisers may soon find themselves at a disadvantage. Views of branded video content on Facebook went up by 258% as of June 2017, and over 500 million people watch videos on Facebook every day.
Facebook video ads can be as long as 240 minutes long, so there is no limit to the amount of storytelling you can add in one ad spot. That being said, you might do better keeping it short and sweet and inserting captions—according to Facebook, captioned video ads boost video view time by an average of 12%.
4. Keep It Simple with Facebook GIF Ads
Common sense dictates that the shorter a video is, the easier it is to get leads to stay for the entire thing. As it turns out, statistics show the same thing:
That is right in the forte of the Graphics Interchange Format (GIF). Why create a 5-minute video to tell your brand story when you can evoke the reaction you're looking for in less than 10 seconds? GIFs thrive in the space between images and videos—they're essentially concise videos that play on a loop but do not need nearly the amount of resources and time to make.
Facebook GIF ads should be subtle and smooth, yet enough to catch your prospect's eye.
5. Rake in Leads with Facebook Lead Ads
Like Canvas ads, Facebook lead ads are a mobile-friendly solution, and they were created so advertisers could avoid sending prospects to inconvenient mobile landing pages. Lead forms are great for acquiring names and job titles, addresses, phone numbers, demographics—pretty much any data that can be used to market or remarket your services. And because your lead form opens right inside the Facebook application, your prospects don't need to visit your website to provide that information.
Lead ads are effective, cheap, and best of all, they can use the contact information you collect to create custom and lookalike remarketing audiences.
6. Mine for information with Facebook Analytics
Facebook Analytics comes replete with several valuable features that allow you to see how prospects and customers interact with your app, website, and Facebook page. Like Google Analytics, you can now review metrics from your paid social campaigns on your mobile device.
Auto-detected funnels. Use artificial intelligence to find repeated paths users take inside your site or app.
Custom insights. Include events within Facebook Analytics to generate custom insights.
Of course, no valuable tracking can take place without the Facebook Pixel.
Facebook Pixel is a snippet of code that, when implemented on your site's pages, allows you to track conversions—whether that be site traffic, content downloads, or product purchases—and attribute them back to your ads.
7. Structure Your Account The Right Way
Confident in your AdWords content, and think that will translate to success in Facebook ads? Not so quick. AdWords and Facebook account structures have some crucial differences, and it's essential to understand them to make the most out of each platform. For one: Facebook budgets are decided at the ad set level instead of the campaign level, which allows for much more control over how much you invest in specific audiences.
8. Don't Sweat a Small Budget.
Running a successful Facebook campaign is less about having a massive budget than about maximizing the one at your disposal. With small budgets, optimization becomes ever more critical. And to fully utilize your new and existing campaigns, you're going to have to be pretty savvy with Google Analytics.
Facebook is too big for you to ignore anymore.
Yet, to benefit from it, you'll have to plan, put in the effort, and invest where required to make it work.
You do not have to be salesy. Optimize your page so people and search engines know what you are about, help, and delight your customers.
That is the only way Facebook works.