More than ever, brands must utilize every device in their digital marketing toolkit in order to reach new customers and leverage existing relationships. Through paid advertising, digital marketers ensure that their content is seen by more users, which inevitably helps increase lead generation, conversions and revenue.
Today, according to Forrester Research, paid search efforts claim the majority of all dollars spent on digital marketing. When considering that interactive marketing budgets are expected to nearly double over the next five years, it’s important for marketers to keep track of growing trends in paid advertising.
One of the most powerful tools for digital marketers is Facebook advertising, combining an increasingly large user-base with the ability to share dynamic content. According to Facebook’s 2013 Q3 operational report, the social media platform’s active user-base now tops 1.19 billion with more than 874 million using mobile.
Facebook advertising provides brands the chance to reach prospective customers, retarget users throughout their search and discovery path, and engage with existing customers. Advertisers must consider Facebook advertising to reach users this holiday shopping season and stay ahead of their competition.
Here are some tips for effectively using Facebook to reach holiday shoppers:
Plan ahead.
According to ComScore, the top holiday shopping days were as follows:
- Black Friday, November 29
- Cyber Monday, December 2
- Small Business Saturday, November 30
- Green Monday, December 9
- Free Shipping Day, December 18
Plan ahead with a content calendar that delivers quality, relevant content to Facebook users through engaging posts, updates and advertisements. Promote your posts in order to reach more users before and around high-peak shopping times for maximum visibility.
Be creative.
Eye-catching creative resonates with users. Update your company’s profile picture and cover with holiday-themed images. Bring that festive flair over to advertisements, with holiday-themes that highlight your ads in a fun, engaging way. Remember, the more engaging, fun and creative your content across all facets of your Facebook presence, the more likely users will to be to like, share and act.
For example, last year ZOG Digital worked with National Geographic to develop a digital gift campaign. Over three weeks, using holiday-themed creative advertisements, the campaign yielded 28.6 million impressions, more than 20,000 clicks and a click-through-rate of 0.07% (double the average for Right Column Facebook Ads).
Provide clear calls-to-action.
Remember, users won’t act unless you direct them to. Don’t assume that they will immediately take action. Instead, make sure each of your posts and advertisements provides a clear call-to-action, such as “Click here and find huge deals on our Facebook savings portal.”
Provide measurable actions for users to take by inserting tagged links that allow users to return to your ecommerce site to fulfill action such as purchasing a product or submitting more information.
Leverage your existing customers.
Using custom audiences can help you reach and engage current customers on Facebook. This will help you drive already-interested user to increase sales and drive conversions. This is a great option if you are introducing new product or offering exclusive offers.
Report in order to repeat successes, minimize loss.
By tagging your links, Google Analytics can help track your advertising performance. Optimizing is essential and can only be done with tagged links. This allows you to track a measurable result to determine if an ad is successful over others. Make sure you are repeating successful ads while eliminating unsuccessful ones. Facebook offers real-time conversion options so that adjustments can be made quickly in order to maximize ROI.
Conclusion
It’s important to optimize your brand’s Facebook presence for maximum exposure during the holiday shopping season. Stay out ahead of your competition with engaging, successful advertisements and posts that deliver results. When combined with a comprehensive, strategic digital strategy, Facebook advertising can help leverage existing clients while attracting new customers.
via Business 2 Community http://www.business2community.com/facebook/using-facebook-target-consumers-holiday-shopping-season-0695898?utm_source=rss&utm_medium=rss&utm_campaign=using-facebook-target-consumers-holiday-shopping-season
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