Generating enquiries with Facebook

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Facebook is arguably the biggest social media platform in existence and therefore can’t be ignored. BUT, will it work for everyone? Not necessarily. For example, we don’t use it either as Wedding Planners (it doesn’t appeal to the luxury market) or as consultants (it doesn’t work B2B). However, that’s not to say that it won’t work for YOU. Like any other marketing activity, if you’re going to do it, you have to do it properly. We’ve got some great tips from Point Blank Digital on how to make Facebook work well for you:

Why Facebook?

Of all the social media platforms, Facebook offers the ability to define your audience and reach it with an advert that really hits the mark (within budget too!).  Most ads on Facebook fail for one reason – advertisers attempt to get the customer to book through the advert itself.  The aim of your advert isn’t to directly make sales, but rather to bring more enquiries which you can then gently coax through to conversion.

In other words, your Facebook advert should sell the style of your wedding product/service to potential customers.  By clicking on the ‘send a message’ button the couple are taking no more than a small step in the right direction – towards you.  So, how to get them to click?

#1 Pick your priority – paid advertising or organic growth?

Paid advertising is what it says on the tin – you pay a small amount for your advert to appear before your targeted Facebook users. Organic reach is the natural growth of your Facebook business page.

Both have their place. Clearly, an active business page with a lively fan base and plenty of interaction lends credibility to your business and puts it in front of the right people (just like an advert would do).  But running ‘like’ campaigns alone so as to boost your page is a small drop in a very big ocean. Businesses spend a lot of time and energy in getting more people to like their page without capturing any leads – is that really time well spent?

#2 Be highly targeted

There are several types of Facebook ads and you need to be confident you know which type of ad will reach your audience so that they are enticed to click on it.

This means understanding which type of advert works with your targeted audience (which we can sweepingly assume are engaged couples living within a certain geographic area).

But engaged couples in a certain radius of your wedding venue is only scratching the surface. You can examine targeting options such as the people who visit your website, Facebook page fans as well as cloning an audience that has similar demographics to your website audience and so on. 

The more targeted your ads the more successful they will be (and the less expensive too!).

#3 Optimise your marketing campaign

Facebook offer 10 different campaign objectives. You can choose all 10 if you so wish, or just stick with one or two, depending of course, on the desired outcome of your campaign.

For example, if your campaign is designed to generate more enquiries, you would choose the ‘increase conversions to website’ objective and optimise your ad for ‘website conversions’.

#4 Create an Offer

One of the biggest mistakes companies make with Facebook advertising is not extending an offer to interested parties.  Even when they do offer something amazing, often customers find themselves directed to the homepage rather than to where they can claim their offer.

Like all other forms of advertising, Facebook ads with offers need to be simple, clear and self-explanatory. If you are making an offer to engaged couples, then be clear what it is and how they can claim it.

#5 Get visual

Couples are looking for inspiration and aspiration so your ad needs to be highly visual, with great quality photos and video content.  This doesn’t come cheap but is vital to the success of your campaign so if in doubt, spend here instead of on the campaign itself.  Quality always trumps quantity!

As with any social media platform, if you are going to commit to it, market correctly and consistently. Using Facebook can be very simple if you know what you are trying to achieve, so choose what works well for your business – be it paid advertising or organic growth – and work with that. As long as you are utilising it according to your aims, tracking each ad’s success and tweaking your approach accordingly, there’s no reason why Facebook won’t prove to be successful for your business.

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Photo credit: Entrepreneur

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