Facebook is the best channel for distributing your content to prospects. It has the largest audience of any social media network, sitting at around 1.39 billion users globally. But more importantly, those audiences are consuming content.
According to Shareaholic, Facebook’s referral traffic is three times higher than all other social networks combined. It even drives a quarter of all web traffic. This makes it the primary point of content consumption on social media sites.
With a solid plan and a little budget devoted to content distribution, you can find and engage your audience on Facebook.
Here’s what you need to know to get started.
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Campaigns
For sponsoring posts that go directly to your audience’s News Feeds, you have to be mindful of how you compose your content.
Let’s look at two Facebook goals.
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1. Engagement
Boosting engagement with pictures or videos can be an opportunity to get people interacting with your page. There is also strong evidence that post engagement could have an impact on reach.
Facebook recommends structuring your content with the following specs:
- 90 Text Characters
- Image Ratio: 1:1
- Image Size: 1,200 x 1,200 pixels
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2. Traffic
Driving traffic to your website and increasing readership is one of the main goals for content marketers. Not only does this engage prospects in the awareness stage of the buyer’s journey, but it can also help build your audience for remarketing.
If you’re looking to drive website traffic, Facebook recommends the following specs:
- Title: 500 characters
- Linked Title: 1 to 2 lines
- Domain Link: 1 line
- Description: 2 to 3 lines
- Image Aspect Ratio: 1.91:1
- Image Size in Ad: 470 x 246 pixels
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[box style=”1″][googlefont font=”Arial” size=”40px”]You should follow Facebook’s ad recommendations. According to how your ad is set up, it can show up in a few different places and on different devices. Facebook’s recommendations ensure your ads look good wherever they are.[/box]
Now that your content is formatted, it’s time to start working on getting it in front of the right audience.
If you’re interested in learning more about building Facebook ads and what they can accomplish for your campaigns, this is a great blog post!
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Targeting
There are a few different ways to target your sponsored content ads. First, you can select “People who like your Page” or “People who like your Page and their friends.” In this case, the majority of the targeting is done for you.
In the Facebook Ads Manager, you can also build custom audiences for your ads. Custom audiences can be compiled from certain contact properties, web-site traffic, and mobile traffic – or people who have already engaged you in some way.
[box style=”1″][googlefont font=”Arial” size=”40px”]There is also an opportunity to work with media partners to target larger, well developed audiences from their sites. For instance, you can partner with Randall-Reilly to reach Overdrive’s audience of owner-operators or Equipment World’s road building and heavy construction contractors.[/box]
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Budget
Budgeting on Facebook is the easiest thing you’ll do all day. For your ads, you set a fixed amount of money to put behind your content and let it run. Just like targeting, your budget will determine your ad’s daily reach.
The more money you spend, the more eyes you get on your ads.
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Measure
As a marketer, you need to analyze your ad metrics. This will help you determine whether or not this ad was actually contributing to your overall success.
Once the campaign is complete, click the “See Results” button at the bottom of your post. This will give you a quick breakdown of how your ad performed.
You can also visit the Facebook Ads dashboard to get better insights about ad performance.
Facebook’s ad dashboard breaks down your ad performance in more detail. There are even filters worth exploring to narrow down your results. You can find additional information on your audience, which will get you a better look into the makeup of your audience.
You need to know more about your audience than just what Facebook is telling you. People may be engaging with your ad and clicking on it, but you also need to know if they’re actually reading the content. Google Analytics, for instance, can tell you more about visitor time on site and bounce rate.
Use all of your analytics to measure the effectiveness of your Facebook ads.
Facebook has over a billion users across the globe. The number is staggering and that can make it difficult to find the right audience. But with practice and constant reevaluation, you can find the right formula for your Facebook ads.
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