Facebook Ad Checklist, Part 2--Content Marketing
Last week we described a social strategy of care and concern by building a robust, customer-first website and a strong social media presence. This week we’ve assembled some organic and paid content ideas to give that strategy life and breath.
Step #1: Content Calendar
Before you begin advertising on Facebook, you need to have a social media presence (remember that welcome mat from our checklist--part 1?). Users who see your ads will want to visit your Facebook page, and learn more about your brand.
For your ads, assemble a calendar of content that describes: (a) a problem someone may face and the solution your business provides, (b) a positive testimonial or a highlight of your success and how that win can be your customer’s too; or (c) information detailing what your customers stand to gain from buying your product or service or, alternatively, what they stand to lose from not buying it.
Meanwhile, compile regular posts for your business page that spark engagement with your page visitors. They may include people new to your business, an already interested audience, and current customers, so your material should be welcoming, provide context (“I love working with people like…”), and be current (“Right now I’m working on…”). Seize the opportunity to feed your followers’ appetites for better and more detailed information. Expertise is one reason a user may follow a brand. Style, fun, and a reflection of shared values keep them interested and engaged.
Example of post showing expertise:
Example of a post highlighting shared values:
Step #2: Use Visual Storytelling
Facebook knows that a “picture is worth a thousand words,” which is why they’ve created several features to help with your visual storytelling.
There are plenty of ways to present visuals to make a clear, and quick, summary of your Facebook post or ad. You can create a slideshow, a photo montage, or a video using Facebook’s platform. Adding text overlay to photos or captions to videos will instantly explain your product or service.
Step #3: Nice n’ Easy Advertising
Test out your first few ads using a client testimonial or a highlight of your work along with an appealing photo. Include an invitation to find out more or follow your business page and set your goal for user engagement (more on that in an upcoming blog on Facebook metrics.)
The post should be clean and easy to understand: A positive, purposeful statement for the header (“Welcome to Health”); an engaging opener for the first line (“How would it feel…?”); a call to action (“Learn More”) that leads to next steps; and a newsfeed statement (below the header) that adds important information (“Starts Jan. 12”).
In essence, the most important idea you are telling and retelling in your content is what your brand means, stands for, and offers to people. Don’t expect to have to have a “set it and leave it” mentality when it comes to Facebook advertising. Give yourself time to reflect on your work, and use what you learn from the results of your ads, and engagement with your posts, to create iterations of your messaging. It takes time, but you’ll start to see what works.
You’re not always going to be inspired to create fresh content but try to improve upon what’s working. It will help you learn to communicate who you are and what you do. And that’s a requisite skill for any business owner in today’s hyper-connected world.