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4 Long-Term Facebook Ad Strategies That Work

Yado Team – Social Media Marketing
27 November .  5 min read

Over 6 million businesses use Facebook ads, according to LYFE Marketing. The LYFE Marketing study also shows that this is a 2 million increase from 2016 when about 4 million businesses used the ads.

Unfortunately, many of the ad users struggle with a range of challenges, including algorithm changes, rising ad costs, getting noticed, and insufficient resources (people, time, money, etc.) to run multiple campaigns.

These challenges often cause discontent among Facebook marketers. When you’re continually spending lots of money on ads without tangible results, frustrations set it, and the campaign begins to look like a burden.

In March, a Business to Community (B2C) study found that as many as 72% of marketers were failing with the ads and starting to think of alternative options. In a separate survey by Weebly around the same time, at least 62% of small businesses said that their ads were missing their targets – a tragic statistic, everything considered!

Time to Change Strategy?

Experts believe that changing tactics, and especially shifting from short-term to long-term goals, might be the solution to these Facebook ad challenges.

The main reason SMBs often fail with Facebook ads is that they want a quick fix. There are many explanations for this need for instant rewards. For one, since resources are always a challenge for SMBs, any money spent on ads has to generate an immediate ROI to keep the business afloat. Otherwise, the bottom line might be hurt.

Secondly, SMBs have for a long time been sold the notion that digital advertising is where the money is. Everywhere they go, marketers read or are told that Facebook has an ROI of $2 for every $1 spent. When several weeks after spending a few hundred, they aren’t doubling their money, they begin to feel shortchanged.

Marketers must ditch the short-termism for long-term strategies if they want to gain more from Facebook ads. This doesn’t mean that it’s impossible to generate leads and even close sales from ads within the first few weeks of your campaign.

Depending on your business and industry, you could make several conversations even within the early few days.

The only difference is that long-term strategies also guarantee long-term rewards. Rather than just double your money in the first few weeks, you stand to generate 10X or more in ROI over several years.

Last year, for example, HYLETE, which sells premium performance athletic apparel, was able to increase its Facebook revenue by 367.9% through ads. But it didn’t happen overnight. It took at least a full year to realize the full impact of the ads.

4 Long-Term Strategies to Consider

With the HYLETE success story in mind, the following are four long-term Facebook Ad marketing tactics to consider for long-term success.

1. Run a Page Like/Follow Campaign

One common mistake among SMBs on Facebook is focusing too much on conversion campaigns at the expense of likes and follows. A few years ago, we even had businesses opting to buy rather than work for authentic Likes and Follows.

You’re doing a massive disservice to your profile if you make any of those mistakes.

Although conversions are important, follows and likes are vital for several reasons. First, more followers and likes help with social proof; it makes more people want to associate with your brand.

Secondly, the more authentic followers and likes you have, the more conversions you’re likely to make. Why? Because people only Like and Follow brands that they genuinely love. Do not buy your Likes and Followers, however. Otherwise, Facebook might ban your account at any time and without notice.

There are several ways you can use Facebook ads to generate more follows and likes. One of the best methods is to ask people to like and follow your page. Another option is to run contests and giveaway campaigns. Facebook users love contests and free goodies. So, they’ll follow you without question. Discounts and promotions also work excellently.

Don’t forget to select “Engagement” as your goal when setting up the ads. When asked about your objective, under Consideration, select engagement. You can also make your contests, offers, discounts, and promotions conditional such that. Users have to like or follow your page to participate.

2. Leverage Lead Gen Ads to Boost Email Signups

 

Another excellent long-term strategy for Facebook ad marketers is using the ads to drive email signups. Email marketing remains the most profitable form of digital marketing. For many years now, every $1 spent on email has delivered $38 in ROI. It’s an opportunity you cannot miss.

Another reason you should consider using Facebook ads to get more email signups is that most of the people who click Facebook ads are only there for the free lead magnet.

Maybe it’s the chance to participate in the contest and win a prize or the opportunity to claim a promo code on an item in your e-store. The point is – most of these people are rarely ready to buy. Signing them up on your email list effectively converts them to leads, giving you the chance to nurture and eventually convert them into buying customers.

The easiest and most straightforward way to get people to sign up for your email list is to ask.

You can either ask the question on the ad copy or the landing page. Posing the question on the landing page makes more sense as landing pages offer more content real estate. Or, you can make participation in a contest conditional on providing a working email address. The choice is yours.

What we must stress is the need to make the process seamless. From the ad to the landing page and the forms to your emails, make it as smooth a transition as possible. For example, avoid unnecessarily long opt-in forms. It only puts off potential subscribers. Also, consider using the same branding colors and images to create familiarity.

3. Promote your Facebook Group

 

The importance of Facebook Groups is often underrated. Although many people, including marketers and advertisers, are members of several groups, very few understand just how valuable these groups are.

Facebook groups come with three key advantages. First, a Facebook group allows for more personal engagement. Rather than just publishing posts on the open Facebook, hoping that your followers will like the message, groups take you closer to those followers. Whether it’s commenting, liking, or striking a conversation, any barriers are removed.

Facebook groups are also great for marketing activities such as polling. If you want feedback on a given topic or product, you’re likely to get more reasonable input from group members than people on open Facebook. Finally, since its easier to offer value within a small group, building trust becomes more achievable. You can even ask for a group member’s phone number and call or text them in person.

You can use Facebook ads to promote your groups for long-term gains. You’ll need to be careful, though, as Facebook doesn’t advocate for using ads to send people to groups. To get around this problem, AdEspresso advises that you create a brand-new organic post with a link or tag to your group and boost the post using the ad system.

Two ways to boost such a post are using the Boost Post option on your page or creating an Engagement campaign designed to improve post engagement. Make sure to state the benefits of joining the group so that people know whether it’s the right group for them.

4. Use Ads to Promote your Live Videos

 

Finally, SMBs must also invest more in Facebook Live and use their ads to get more people to watch their Live shows. That’s because Live is currently one of the best performing features of Facebook. Last year, one in 5 videos watched on Facebook was a live show. By early 2019, the number of Live broadcasts had reached 3.5 billion.

More importantly, Live videos produce 6x more engagement compared to traditional videos. Live videos, for instance, get 10x more comments and are viewed three times longer than regular videos. If you’re still in doubt, ask yourself why 42.7% of Facebook marketers used a Live video in 2018.

You can use Facebook ads to promote your upcoming Live videos. If you intend to host a Live video next month, you can use ads to drive anticipation and to get more people to watch the videos. As long as the ads are scheduled properly, the message is guaranteed to reach millions of people. Don’t forget to target your audience appropriately.

The ads will get people talking about the upcoming Live show, which is exactly what you want. Even better, Facebook allows marketers to retarget users who view Live videos, even if they only watch part of it. As long as the user checked in, Facebook captures their vital personal information and makes it available to marketers for purposes of remarketing.

To retarget people who viewed your Live videos, create a “Conversions” campaign with a “video engagement custom audience.”

Patience is Key

Once you decide to implement any of these long-term ad campaigns, patience becomes paramount. You’ll rarely get sales within a few weeks of getting email signups, for example.

However, as you keep sending more helpful emails and directing subscribers to valuable content, trust begins to develop, and soon, the sales begin to come in.

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