Facebook is the most popular social media platform in the world. Not only does it have the largest user base of any other platform, but it also has the most equal age distribution and is the most used among social media apps.
This is why it is such a popular advertising platform, and also why there is a good back-up strategy given the limitations we face due to privacy: engagement-based advertising targeting on the platform. Traditionally, these types of campaigns have been less favored than website visits or conversion campaigns. But they’re the adorable new kids in town. Read on to find out why and how to use it to gain support for your competition.
Why share Facebook on the platform?
One way to relieve your pain from these limitations is to harness the power of Facebook itself and user engagement (it’s on Facebook’s list of post-iOS strategies).
Since the user has already signed any terms and conditions of use of Facebook and no third party tracking is included, this means that all behavior and engagement tracking is complete and accurate.
It’s not necessarily a substitute for getting users to your website, but I would argue that Facebook engagement on the platform can still have a valuable place in your online marketing strategy.
With that in mind, here are the ways you can take advantage of Facebook engagement to improve your marketing.
Strategy #1: Use campaign objectives that focus on engagement
One of the best things Facebook does (in my opinion) is to help better achieve your specific goals through their campaign goals. Every time you create a new campaign, you tell Facebook what you want to focus on and they aim to achieve.
Here is the full list of campaign objectives as they are now:
- consciousness: Brand Awareness, Reach
- consideration: Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages
- Conversion: Conversions, catalog sales, store visits
1. Engagement campaigns
The first goal that is more focused on sharing is called, you guessed it, participation. They fall under the “consideration” category of campaign objectives.
With this type of campaign, you can choose whether you want to improve page likes, engagement posts, or event responses.
The goal will be to prompt users to take specific actions on the site through actions that are entirely on the platform and rely on Facebook engagement metrics: shares, likes, reactions, comments, etc.
Just as with visiting a website, any user who takes these actions interacts with your brand and becomes more familiar with you. While these actions may not have a cash amount directly associated with them like online sales do, that doesn’t mean they aren’t an important part of the buyer funnel (how to build a full-conversion Facebook strategy here).
2. Video views campaigns
With video viewing campaigns, you can optimize the ThruPlay or 2-second continuous view of your Facebook video ads.
As you can see, Facebook recommends ThruPlay (as I do) because it will be optimized for the most complete video views if the video is 15 seconds or shorter. If it’s longer than 15 seconds, it’s optimized for people who are most likely to watch 15 seconds.
While this may not seem like long, think about how long you’ve been watching an ad video on Facebook or Instagram. Is the average usually less or more than 15 seconds? My guess is much less.
But things you watch for 15 seconds or more are usually very interesting to you. Take advantage of this behavior from the people in your target audience and be sure to get the most benefit by adding the important information at the beginning of the video. This way, even if they haven’t watched for 15 seconds, you can still make an impact.
3. Message campaigns
In addition to video or page views and participating in posts, you can also use Facebook Messages campaigns to initiate or reactivate conversations with users on the platform.
Think of this as a live chat bot with your company, but without having to add more friction by sending someone to your website.
You can also choose the platform on which you want to have these conversations: Messenger, WhatsApp or Instagram Direct.
If your customers want to connect with you, keep it simple. PPC expert Brett McHale tells us how to create Messenger ads in this post.
4. Lead Generation Campaigns
Similar to message ads, you can use Lead Gen forms to collect user information directly on Facebook without having to come to your location before filling out the form.
Bullets gen skins have plenty of ways you can customize them. So much so that it doesn’t make sense for me to outline them all in this post. You can learn how to customize your Facebook ads here or watch this video, but for today’s purposes, it’s important to know that leading Facebook ads have the following benefits:
- Users can submit forms without having to leave Facebook.
- Potential customer information can be integrated directly with your CRM or marketing automation platform to connect to your workflows.
- Questions can contain answers that are automatically filled out by Facebook to help reduce friction from filling out the form.
- Forms can be customized to ask almost any question you want.
Overall, Facebook lead generation campaigns are one of my favorite ways to target users on Facebook and can provide a lot of value to almost all businesses. Not to mention, it helps build first-party data in a world where third-party data has become increasingly difficult to obtain.
Strategy #2: Retarget page operators
Facebook retargeting does not only apply to site visitors. You can retarget those who visited and interacted with your page as well. Once someone interacts with your page, that person has a higher value than anyone else who has not. In theory, you shouldn’t introduce them to your brand anymore. You can now focus more on creating a connection with them, just as you would with anyone who visits your website.
For website visitors, we create website audiences and target people whose cookies have been set by the Facebook pixel (which as we know has lost a lot of its power).
With Engagement Audience, we can retarget not only people if They engage with your brand on Facebook (or Instagram), but also how They have engaged.
The list above shows all the different types of audiences you can create on Facebook. The first group will be from your sources. There are four total lists including website visitors, customer uploads, app activity, and offline activity.
The lower section (“Facebook Sources”), which is much larger, is just the complete list of all the sharing audience sources. There is a lot! I also talk about using these sources in my post on a Facebook ad targeting the world of privacy first.
- lead shape
- instant experience
- the shopping
- Instagram account
- Facebook page
- Lists on Facebook
Depending on the types of campaigns you use from the previous two sections or how you normally engage on Facebook, you’ll want to choose different sources. For lead generation campaigns, you can create lists based on who opened your form and opened and submitted the form or opened and didn’t submit.
But if you choose a Facebook page source, for example, you’ll get a more robust menu that looks like this.
You can then create audiences of users based on criteria such as:
- People who currently like or follow your page
- Everyone who posted on your page
- Anyone who visited your page
- People who have interacted with any post or ad
- People who clicked the call-to-action button
- People who sent a message to your Page
- People who saved your Page or any post.
…and either you target them for the stream of sponsorship or you can exclude them to make sure your messages are tailored to the audience.
Treat these audiences just as you would your site visitors. If they come to your page but haven’t purchased anything from your store, you might send them catalog campaigns to encourage them to do so. If they like a few of your posts or watch a few videos, send them a lead form to sign up for your newsletter. Just because this happens on Facebook and not your website doesn’t mean it’s not user behavior to take advantage of.
Strategy #3: Expand your audience with lookers
To this point, we’ve discussed how to generate engagement through campaign goals and then retarget users who took those actions.
But how can we use the same user lists to help find new customers to target?
Simple: similar audiences.
Like audiences, Facebook’s bread and butter targeting option allows you to use almost any audience list you can create and find new users similar to the people on those lists.
If you find that you’re seeing good performance from people who like your Page, try creating a look that looks like those users and target them in a similar way, but in a new ad group or campaign. This way, you’ll target people who act like your audience like the Page, but you’ll be able to see how their performance differs from the original list of Page Likes.
One caveat to this strategy is to build funnel and be patient.
If you’ve been working for years to build a large list of users who like your Facebook page with lots of relevant content and community engagement (Facebook marketing in short), then retarget them to buy a website and if the payoff is strong, you might think creating those page likes and doing the same The thing is a powerful strategy, right?
Yes and no.
While we want to take advantage of your page like page to help build our audience, don’t forget the years of brand communication you had with these users before you paid them to buy.
Instead of creating a like page and sending it directly to a call-to-action at the bottom of the conversion, it’s better to use this lookalike to generate actual page likes from that audience first, and then redirect them later based on that secondary post.
Sure, this strategy takes more time than just jumping straight to the bottom of the funnel, but Online marketing is not a quick way to circumvent good brands and connect with customers. It should be used to help fuel it.
Interactions on the platform are making a comeback – use it!
For a long time, the interactions that brands have with customers on the platform has been overlooked for higher value and a faster way to monetize through website visits and conversion campaigns. While these still have their role in nearly all of a buyer’s journey, they shouldn’t be the only thing you focus on. Use sharing on the platform to your advantage. Gain an understanding of how it fuels and depends on a customer’s buying behavior. I guarantee that if you do this within the next two years, you will have an advantage over your competition and, most likely, closer relationships with your customers.
To sum up:
- Use campaign objectives that focus on engagement
- Page Redirect
- Expand your audience with likers