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Navigating the Twists and Turns of Effective Facebook Advertising

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With all its faults, missteps and ever-changing algorithms, Facebook still attracts a lot of daily eyeballs. Capturing a share of those eyeballs requires a combination of skill, diligence and circus acts.

Margot da Cunha, writing on the WordStream blog, offers some useful tips designed to help you target, inform and charm your intended audience.

Appropriately, her first tip is to “target an insanely specific audience,” which is something Facebook, with all its information-gathering, can assist you to achieve. “The super-sophisticated level of ad targeting is one of the main reasons to be excited about Facebook marketing,” according to da Guntha. Specific targeting requires a granular understanding of your customer or client personas – from who they are to what motivates them.

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You don’t have to start from scratch on targeting, as da Cunha suggests rounding up all your existing customers and leads, then entering them into Facebook’s Custom Audience feature. She also advises trying to clone your existing customer base using Facebook’s Lookalike Audience feature. For these “known” audiences, more specific ad content would be appropriate and likely persuasive.

Creating and sustaining the right content is another important ingredient of success on Facebook. Da Cunha recommends “short, enticing videos” that convey information quickly and with some entertaining frosting. To see effective videos, da Cunha suggests viewing and mimicking BuzzFeed’s approach. A beneficial byproduct of shorter videos can be ease and less cost in production, she says. The main benefit, however, is the right people view them.

Some of the skills da Cunha identifies are making your Facebook posts easy for the eye to navigate and only paying to promote your best content. “Focus viewers’ attention toward the most important part of your Facebook ad. For instance, if you have a strong call-to-action, you could show an image with a person looking at or pointing to that text,” she explains. Continuously generating fresh content is important to sustain interest, but you can maximize attention by promoting your best stuff, even if isn’t new, but remains relevant. This is a smart business decision, as well as savvy marketing.

Then there is the circus. Da Cunha urges the use of pictures of dogs or babies – or both. Stage contests. Post pictures of your employees having fun, which can humanize your brand. And don’t overlook emojis to connect with viewers who want to share emotions and feelings.

Advertising on Facebook will never be easy or obvious. Knowing how to navigate the twists and turns on the road to success of Facebook can save time and money – and earn kudos from your boss and clicks from your target audience.

Going Viral Versus Going Long

The pot of gold at the end of the rainbow for many content generators is a post that goes viral. That's great, but a better goal is to supply content that a growing group of loyal viewers can't wait to see.

In a recent forum, copywriters and videographers were asked to solve the riddle of how to make a post go viral. Many of the answers were surprising.

"Don't focus on making your posts go viral," counseled one writer. "Viral is short-lived and unsustainable. Focus instead on hitting singles and doubles. Strive to put out great content consistently and become known for that."

Another writer echoed those thoughts:  "To me, blog posts going viral shouldn't be a goal. If a blog post goes big, great…but my goal is to reach my core, niche audience on a consistent basis. Bloggers get so focused on page views and unique visitors, when the real metrics should be to get and keep subscribers and work those subscribers into revenue-generating paths to purchase."