optmira marketing Facebook Lead Generation Ads & The Magic Of Algorithms Audrey Ashburner
Think about the first time you signed up for Facebook. You were asked to give some basic information about your demographics first, i.e., your name, location, birthday, email, etc., but even after you created your profile Facebook was pretty persistent in gathering more information, reminding you to add extra details your profile such as your work, education, places you’ve lived, etc. Then, after a while of being on Facebook you “liked” a series of pages and joined groups, right? I know I’ve “liked” a variety of pages, from Architecture Digest and West Elm to Business Insider and HubSpot. That sure does tell a lot about the person I am, huh? Oh, and let’s not forget about all the places we’ve visited with our location services opted in… yeah, all of this data is being collected and stored about us. But don’t worry, it’s not as scary as you think.
ALGORITHMS, THEY’RE MAGIC. I remember when algorithms first started working, everyone kept freaking out because the website they visited ten minutes before was now an ad on their Facebook timeline. Ah, the great invention of remarketing campaigns. But what about those Ads that show up as if it’s pure magic, the ones you see and say… “how in the world did Facebook know I was thinking about buying a new paint brush set?!” They are reading minds! It’s 1989 in real life! Ok, slow down. It’s really not like that… yet. Kidding. But I will tell you what’s really going on. Remember when I said the things we do on Facebook is collected and stored. What I meant was, literally every single thing. Even down to how fast or slow you scroll past a post—you don’t even need to “like” something for Facebook to know you have shown interest or not. In a way, it is annoying. I get it. It feels like an invasion of privacy. But honestly, I’d rather have an ad for a cool new design program than a pair of men’s boots. Wouldn’t you? These things were built with a purpose in mind. And as a business owner, you need to leverage this.
DATA = MARKETING THAT WORKS. Facebook Ads give businesses access to all this data. When you begin the process of setting up a Facebook Ad campaign, you have the option to segment your audience down to the most incremental details. I mean, really incremental. Say I run an art gallery, and I want to start a campaign to generate leads for our collection of beach landscape paintings. I can target these ads to show for people who have recently visited a beach, or “like” pages related to the beach, or people who have recently moved to the beach and may be looking to decorate their beach cottage with our related paintings. Do you see where I am going with this? It makes sense when you think about it. Someone who has already shown interest in this topic would be much more likely to purchase your product.
THIS IS WHY IT’S CALLED LEAD GENERATION. A lead is a someone who has shown interest in purchasing your product or service. Lead generation is how you find these people and persuade them to give you their contact information. Facebook is a great way to generate leads because of the amount of personal information that users input and the platform collects. Because of these built-in capabilities to send ads to demographics that you believe may be interested in your product, targeting your product or service becomes much more specific.
FACEBOOK IS WHERE YOUR CUSTOMERS ARE SPENDING TIME. Over 2.2 billion people log into Facebook every month and 1.45 billion people log in every single day. Really think about that. And then think about how much data is collected on these people, your possible new customers, every single day. Facebook is the most popular social media platform in America today. According to a Pew Research survey, 68% of Americans are on Facebook. Of these people, 74% say they use Facebook daily, and 51% say they use it more than once in a day. That’s an enormous amount of exposure. The platform is full of information that can help you spread the word about your business and find new potential customers. Facebook Ads will help you reach people in a number of unique ways that just isn’t possible on any other platform.
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