Although we at JONES are huge proponents of organic content on social media (download this case study to learn why), there are definitely times when advertising is a necessary complement to your regular schedule of high quality posts, videos, and links.
And while Facebook ads may seem inexpensive, it is essential to target them for your specific audience, rather than wasting money on ads that are primarily reaching people in the wrong geography, demographic group or interests.
This infographic from PR Daily walks you through the steps of targeting your ads to reach just the right people: those most likely to act on your ads and become customers (or return customers).
This filtering process, including identifying interests, demographics, behaviors, locations, industries, and more should be easy if you have created customer personas to use throughout your marketing. Customer or buyer personas are fictionalized, generalized representations of your ideal customers that help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors and concerns of different groups. (Download sample personas here if you haven’t yet created your own.)
Then apply those characteristics to filtering your Facebook advertising so that every ad you buy counts.
As I mentioned above, we believe that any social media program needs to be rooted in a strong organic content strategy. While some social media platform algorithms limit how many of a brand’s followers see each post, human nature is also good at looking over paid promotion, which means a combination of the two is typically needed to maximize the impact of our social media presence.
Learn more about how we have helped small businesses boost their visibility and sales through organic content alone in this case study: Serenity Medical Spa & Organic Facebook Content. Want to know more? Schedule an obligation free call to chat.