Advertising

Introduction to Facebook Advertising

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Facebook advertising solutions

In a few years, Facebook advertising platform has become one of the most important marketing tools for many companies. This is not surprising given its popularity and ease of use.

Facebook has more than two billion users, providing a wide array of potential customers. In the past few years, Facebook has developed an easy-to-use tool for running marketing campaigns, creating segments, and analysing results. It is also possible to create different types of advertisements depending on your goals.

Facebook offers powerful tools for acquiring customers and building brand awareness. And it is a highly cost-effective platform for doing so.

Campaign types that match business goals

There are many different types of campaigns to suit any business goal. Here are some of the most popular types of campaigns available on Facebook’s ad platform.

Engagement: These campaigns allow businesses to reach people more likely to engage with your page by sending a message or taking actions on your ad or post such as likes, comments or clicks.

App promotion: These campaigns allow developers to target users more likely to install their app or take in-app actions.

Conversions or Sales: These campaigns allow businesses to reach people most likely to make a purchase, such as through an e-commerce site. Marketers can also optimise campaigns for intermediate goals such as adding an item to a shopping cart.

Lead generation: Facebook lead generation campaigns allows business to collect leads information via sign-up forms or landing pages.

A powerful segmentation tool to help marketers build specific audiences

The Facebook Advertising platform is simple to use and budgets can be managed easily. However, the true power of Facebook advertising lies in the amount of users and the information they have about them.

Gathering information about your customers can help you develop more effective marketing campaigns.

Facebook audience builder tool allows business to build segments based on several criteria:

Location: Target users based on their location, such as a city, state, or country.

Demographics: Reach people of a certain age range or gender.

Interests: Reach people based on their interests, such as topics, activities, or hobbies.

Language: Reach people who speak a specific language such as Spanish, French, Russian or German.

Device: Target people by the type of device they use, such as mobile phone or laptop.

Custom Audiences: Target users who have previously engaged with your business, such as those website visit or post interactions.

Lookalike Audiences:Reach people who are similar to your existing customers, website visitors or followers.

From Instagram to Facebook Audience Network

Of course, Facebook is an advertising platform that allows you to advertise on Facebook. This means several placements like the news feed, facebook stories or Messenger. Facebook ads platform also allows businesses to reach Instagram users via different placements like feed and stories.

In addition to Facebook and Instagram, Meta ads can also be displayed on the Facebook display network. The Facebook Display Network is a collection of websites and apps that have partnered with Facebook to show ads to their users.

Ads formats to enhance user experience

Facebook offers a wide range of advertising formats, including traditional display ads, video ads, carousel ads, and collection ads. With so many options, businesses of all sizes can find the right ad format to meet their goals.

In my experience, videos and carousels can have a significant impact on increasing click-through rates.

They are more effective than a single static image when it comes to grabbing users’ attention.

When using social media and especially Facebook, keep in mind that you have a few seconds to catch your users’ attention. Make sure your message (brand, product, offer…) is clearly visible.

In conclusion, Facebook’s advertising solution is one of the more powerful advertising platforms available to businesses today. As such, many companies need to integrate it into their digital marketing strategies.

SEO

3 steps to follow before you create your website

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- SEO

All websites don’t have the same purpose. Some websites are e-commerce platforms and allow companies to sell their products or services. Others are more branding focus and help entrepreneur and freelancer to present their CV and portfolio.

Your website’s purpose will influence the technology and the design used, but also the content and tone of voice.

Before you create your website you need to ask yourself some essential questions. These questions will lead you through these 3 essential steps you need to go through before you start building your website.

Are you selling products or services? Do you want customers to be able to make an appointment from your website? Do you want them to purchase items directly on your website? Where your visitor will be from and what is your expected visit volume?

The technology

The questions you just asked yourself will influence the technology you will be using. By technology, I mean the following

➡️ CMS or Content Management System

➡️ Payment technology

➡️ Web Hosting solution

➡️ Tracking system

➡️ Booking form or contact form

Once you have listed the technology and requirement of your website, you can check the market and find the best solution for your business and budget.

If you’re an entrepreneur or a very small business, I advise you to choose an all-in-one solution like Shopify or Wix. They have packages of every type of website, hosting, and excellent Customer Service. They also have affordable prices which are important when you start your activity. They also integrate with payment and booking systems.

Many CMS propose their own tracking system, however, I will advise you to install Google analytics on your website from the get-go. Google Analytics is free and one of the best tracking solution on the market.

The content

It’s still too early to build your website 🙂

Now you need to define your content – what you will be talking about – and the website architecture – how the content will be displayed and how you will prioritise the information.

Let’s start with what you will be talking about.

Keyword research

Obviously you! You will be talking about your company and your products and services. But in reality, it is not that obvious. The way you are talking about your services for example might not be the way your customers perceive it. this is why keyword research is crucial.

The keyword research will help you to define all the search terms used by your target to find your products and services. You can then rank these keywords by relevance and search volume. Keep in mind that usually the more volume you have the more competition you will also have on these keywords.

For your keyword research, you can use Google Keywords Planner or Moz Explorer.

Website Architecture

Now you have your keywords, you can create your pages list and your website architecture. When you define your website architecture, you need to have 2 important pieces of information in mind:

Your keywords search: How you will talk about your product or services? Which words you will use in your content and in your titles, URLs, page titles, and meta descriptions.

Your messaging: What are the most important messages you want to show to your customer? You have to make sure your activity and product are well understood. The important content or information will be displayed on the most important pages such as the homepage and other pages placed in the menu.

The navigation: How people will navigate your website? Are your conversion CTA visible? Is it easy to find your navigation bar? is it easy to find valuable information? If a visitor struggles to find what it’s looking for, it will leave your website without converting. The navigation bar needs to be easily found. Most importantly, CTA leading to conversion need to be visible and accessible.

Wireframe

At this stage, you know what you will be talking about, and which pages you will have on your website.

Wireframes are maps of your pages. The wireframes will help you to define how the content will be displayed and what your page structure will look like. When you are building your wireframe, you can prioritise your content, define spacing and add important functionality you will need in place. This is why it is important to keep your potential user’s behaviour in mind when you build your wireframe.

Your visual identity

Here we are, one step before you start your website construction. But what an important part. Your visual identity is the combination of all your visual elements:

Logo: Your logo is a symbol (sometimes a name) that represents your business. It needs to be unique, and recognisable by your target. If you cannot afford a graphic designer, there are many logo makers apps that can meet your expectation.

Typography: These are the fonts you will be using on your website. For SEO and aesthetic purpose, you should only use 2 fonts.

Colors: These are the colors you will use on your website and other brand assets (business card, social media assets…). Before your choose your colors, make sure you read about color psychology and how they impact customer behavior. There is also a cultural or industry aspect to take into consideration. You can have 1 to 2 primary colors and 2 to 3 secondary colors.

Imagery: What type of visuals you will add to your website? IS photography more adapted to your activities or illustration. Your choice. But make sure you keep it consistent on your website and other marketing assets.

Growth Marketing

How to build a successful Landing Page

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- Growth Marketing

Landing pages are crucial for your digital marketing strategy. They help you to provide specific information about your product to specific user segments. If well built, they improve the quality of your marketing campaigns.

The better a Landing page is, the more your visitors will convert.

When you realised a marketing campaign the Landing Page is the specific webpage where you will send your traffic after visitors clicked on your ads or emails’ CTA. It’s where your visitors will find more information about your products or services.

Your Landing Pages have 2 main goals:

➡️ Deliver information to the visitors

➡️ Convert your visitors to customers

There are a few important rules to follow if you want to build an efficient Landing Page. Following these rules will help you to build efficient Landing Pages and convert more customers.

The buyer's journey

In a few words, the buyer journey is all the actions and paths a visitor or lead will make before conversion. Understanding your buyer’s journey will help you to implement the right Marketing and Sales actions to convert the visitor into a customer.

The Buyer’s journey is divided into 3 categories:

The awareness stage: During this stage, the buyer understands he has a problem but cannot fully identify it. He is looking for more information about it to then define actions.

The consideration stage: The buyer move to the consideration stage, when he understands the problem. His understanding of the problem leads him to look for the right solutions. He is not ready to buy. He wants to be more educated on the different solutions.

The decision stage: The buyer now knows the solutions and is ready to buy. In this phase, the buyer will compare the solution to purchase the one that will solve his problem.

Understanding your buyer journey will help you to create an adapted messaging in the right format that you will be able to display to potential customers at the right moment.

Content

You have to keep in mind the landing page is the next step after the visitor click on CTA. This CTA could be in an ad, in an email, or on social media. The Landing page is the continuity of the initial message. It needs to answer the visitor’s questions. But most importantly, this Landing page is there to convert your visitors.

Your CTA or form has to be visible at first sight without needing to scroll. You have a little time to catch visitors’ attention.

Here some landing page’s design best practices:

➡️ Delete the top menu. No need to distract your visitors. Making the menu available will lead your visitors to leave your landing page without conversion. Only the information presented in the ad has to be available on the Landing Page. You can place the menu on the Thank You page.

➡️ Simple and snap text that provides the your visitor is looking for. As we explained earlier, the landing page is the continuity of a previous message.You can use bullet points to highlight important information or key selling points.

➡️ Your CTA or form has to be visible at first sight (no scrolling). It has to be simple for users to convert. When you build a Landing page, you need to keep the conversion process short. In best case, the final conversion can be make directly on the Landing page.

➡️ Add incentive near your CTA or form to increase brand trust and facilitate conversion. Imcentives can be customer reviews, and press publications or promotion.

Metrics to keep an eye on

Keepig an eye on key metrics will help you to define your Landing Page success. You will be able to improve it and increase your conversion rate.

There are many metrics you can use to measure the success of your Landing Page. However, some of them are more important and other more specifics to your business

Visits: How many people land on your page. This metric will help you to define the efficiency of your digital marketing campaigns. If you do not have many visits on your page, you might need to have a look at your ads’ visuals or budget.

Bounce rate: percentage of visitors exiting your page. If this percentage is high, that means the content on the Landing Page is not aligned with the content in your ads or email. Visitors do not find the information they are looking for, therefor they are leaving your page without converted.

Average time: This is the time spent on your Landing page. Such as Bounce rate, this metric help to improve the LP content. This metric shows you if the content is valuable. If the visitors spend only few second on your page, this mean or the information was difficult to find or the content was not the one expected.

CTR: CTR or Click Through-Rate is a metrics related to conversion. The CTR is the number of people that click on your CTA divided by the number of visitors that saw your CTA. CTR = click / impressions. The higher the better.

Page speed load: A good page speed load is between 2 and 3 seconds. Above that time, you will lose an important part of your traffic and of your conversions.

Conversion rate: This is one of the more important metrics. The conversion rate is the number of conversions divided by the number of interactions. With the conversion rate, you can define the efficiency of your Landing Page.It will not only help you to improve your Landing Page but also your conversion process.

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