How to Use Facebook Ads as Part of Inbound Marketing Strategy?

A founder’s journey includes daydreams of their company becoming colossal.

When setting up your startup you may be quite nervous, but once you set your feet on the new field, you’ll eventually start enjoying it. With hardline growth on the boundary, the time will come to make the move from the start-up phase to an established brand. But, you need to ensure that your marketing keeps up properly.

All the big & successful companies make use of the Facebook as their marketing campaign to escalate their marketing efforts but, always 7 out of 10 are not able to generate their expected revenue.

In fact, marketing without a clear marketing strategy is like sailing a boat without oar: you’re not going to end up where you want to. World’s biggest social media network – Facebook, with over 1.65 billion MAUs (monthly active Facebook users) which is a 15% rise year over year.

Facebook Stats 2016
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It means if you don’t have a strategy or a plan in mind, you’ll lose money and overlook the key to your success.

Top Stats from the State of Inbound Marketing Report

Here are tips that’ll take your Facebook marketing to the next level:

Elements of Facebook Marketing
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Focused on Inbound Marketing Funnel

A converting visitor to the customer from Facebook commonly requires highly targeted audience segments, emphasizing unique value propositions, multiple ads creative, on different devices at a different time.

The problem is 99% of visitors aren’t ready to buy your product.

A research reveals that 97%-99% of visitors are not ready to purchase for one reason or another. So how do you convert visitors into buyers? How do you reach the other 97% of people?

Inbound Marketing Funnel
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In order to do that, it is essential for you to focus on a specific segment in an ideal targeting market and put the high-end energy into one.

This marketing campaign should ask the first question as- What’s my target market’s No. One is the problem? Select a product that solves the problems and sells it to your targeted customers. From there, you can optimize the emails, ads, and followers.

As an example, KFC segments its audience outreach by demographics like age. Its advertising is crafted to reach definite segments according to their requirements — ads featuring comedian Jim Gaffigan to portray its mascot, Colonel Sanders, in TV ads, for instance, are aimed at children alongside products meant for younger audiences. Breakfast ads, offers ads, new 5-in-1 meal box, on the other side, are organized toward busy adults.

Colonel-Sanders-Jim-Gaffigan
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A business wanting to use Facebook for this type of advertising could target these subjects by generation, education or work, to name a few.

Use Facebook + Content to Generate Leads and Customers

Let’s talk especially about Facebook ads.

I’m sure, you spend thousands of dollars advertisings your homepage to billions of people and subsequently see appealing CTR (Click through Rate) and conversions on your business page – but why would you?

Sounds like a waste of both time and money.

Facebook have huge amounts of user info that marketers can analyze and utilize. Instead of casting a wide net and hoping to catch a few fish, it’s better to have information about who you advertise to and what you advertise.

Facebook also help you to catch the attention of those people that are already looking for and concerned about what you have to offer.

Leads Generating Content
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Take your current marketing and lead generation strategy as an example.

You likely have some pieces of content, educational materials, and a blog that you promote to generate primitive leads at the top of the sales funnel.

Where’re you advertising those offers?

Perhaps on your social media marketing pages, in circulars, and through organic search?

These social media channels all have one thing in common- attentive people are using those channels to find informative content like yours.

Think of Facebook ads in the same way and craft your marketing strategy accordingly. Use ads to offer your content to users who are already interested in topics related to your business who’re already interested in subjects related to your industry. That’s how your business gets inbound!

Have a Clear Strategy

Before starting up your business, it’s very crucial to have a clear mindset of what actually you want to do! Having a clear strategy, targets and goals will help you to see the actual return on your marketing efforts.

A recent research has revealed that:

Keeping in mind about the buyer’s need and experience and a good strategy will lead you to the way of healthy ROI as you move up.

Plan an Integral Process

Developing the overall production process is the next big step after identifying the marketing goals and strategy in order to run a marketing campaign on Facebook. There must be a go-to system that’ll help your employees to work together according to a well-considered and pre-determined plan.

Integral Process of Business
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Marketing is the crux of every type of business. You should ensure that the ongoing Facebook marketing is hitches-free to make certain about the effectual brand management at ROI when you squash up your marketing. Identify your 5 W’s and 1 H— “Who, Why, What, When, Where and How” and direct your team, especially where content creation is dealt with.

Analyze Right Personnel

It’s believed that for getting success in business, the key is the ability to find out & choose right people, and further, lead them to do well at a shared goal. The same applied to the marketing goals at Facebook. Personnel is the building blocks of a successful business. You alone can’t walk on the way to create an unswerving, steady flow of top-notch quality content or acting out different marketing networks.

Reach Marketing Goals
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People like buying people they know and trust. The hiring should not be done only with the sole purpose of scale, but also, it’s crucial to hire the right people at the right time. When you start stretching your team beyond their actual capacity, it’s the right time to make an investment in hiring the right talent.

You must ensure that you’re not compromising with the quality as you grow to keep up with your marketing goals on Facebook. That’s why hiring and team culture should be an integral part of your marketing strategy, which can ultimately become intact to your marketing processes.

Systematize the Right Areas

A research was conducted which revealed that businesses using Facebook marketing automation tool for nurturing prospects experiences 451% hike in the qualified leads and increased revenue.

Facebook Marketing Automation tool
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There are several tasks included in the marketing process on Facebook that doesn’t demand much expertise to execute. You have to keep up the personal and personality touch in your marketing. Once you scale up your startup to an established one, you have to keep up a one-to-one communication channel among people who are interested in your brand.

Automating the key, low-skill and repetitive tasks can help you in scaling your Facebook marketing efforts.

Use Facebook Ads as Part of Inbound Marketing Strategy

Facebook- one of the leading social media networks is making it difficult for marketers to share their marketing content the way they want to do. Luckily, social media marketers can leverage their existing content sharing strategy to make the most out of it with the help of inbound marketing strategy.

As inbound marketers, marketers need to prosper on unique, fresh, quality content. No matter how gloomy the product is, practical and inventive articles, whitepapers, and e-books are the key kit to clients’ successes. Broadcasting that content across various social networks, should be their lifeline.

Facebook-Ads-as-Inbound-Marketing-Strategy
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Most of the social networks people use to share their content are free. Twitter, WordPress, Facebook, and Instagram —until recently.

Facebook’s algorithms are becoming finickier and finickier with each post we publish and share. Not all contents make it out to the targeted audience. There are a few key factors that have subsidized to this very choosy process, the most prominent being content saturation.

The organic reach of social media posts coming from a Facebook page has dove down from 16% in 2012 to an astounding 6% in 2014. Moreover, last year Facebook actively started to delete posts that looked and read “too promotional”. As inbound marketers, this is not a big concern, but it’s another obstacle in between post content and the views of our potential leads and followers.

So, what marketers can do to get around these obstacles?

Paying for Better Social Reach

With typical organic outreach, you’re taking a glance at an average of a 5% reach. This is not perfect. Not all is lost, nonetheless.

Facebook Paid Advertising
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There’s still an approach to ensure a spot on everybody’s social feed. You’ll simply need to sprinkle some outbound procedures onto your inbound marketing strategy. Adding Facebook’s paid advertising to your online networking arrangement guarantees more prominent online visibility. By advancing that same substance through a paid social channel, you’ll be enhancing your reach by 80% or more.

Gain Audience beyond Facebook

Expanding visibility amongst your effectively existing channels on Facebook is phenomenal.

However, you should deliberately enhance your social shares to get around the content saturation issue. This is the point where Facebook’s custom audience feature becomes very powerful.

Gain Audience
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Paralleling your email lists with this feature allows marketers to reach their subscribers in their newsfeeds and in their email inboxes. This approach increases exposure of your latest posts, brand awareness, and, in the end, revenue.

Key Takeaway: Set off with the How and Why, and the Rest Will Follow

Marketing Outcomes
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The biggest challenges that businesses face for scaling their marketing outcomes is to attain the significant growth without making any compromise in the effectiveness of marketing, or the reputation of the brand.

Clambering your marketing need a clear strategy and a clear track to execution without the requirement to micro-manage each step. Focusing on the How and why part repetitively to market your business at apparently unfathomable scales can help your business get to flourish.

Follow Your Audience

On an average customer makes 70% of his or her buying journey online. That’s a better option for you to educate him or her with good content, and push relevant offers in order to place an order. Facebook’s Retargeting and Google’s Remarketing are paid inbound marketing tactics that allow you to pursue buyers who are further down the Facebook sales funnel.

Wrapping Words

A well-structured marketing plan is the only difference between a normal marketing effort and an extraordinary marketing effort.  

Even the world has to turn smarter and you need to scale up your marketing endeavors similarly. Considering the above aspect will surely give you bright results and easily achieve the desired outcomes.

Now, use this knowledge & take the right action. Don’t keep good stuff to just yourself. Share it with your friends or one who can also use it for good purpose.

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Inbound Marketing Strategy
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Authored By
Editorial Staff at ShoutMeLoud is a team of writers led by Harsh Agrawal.

19 thoughts on “How to Use Facebook Ads as Part of Inbound Marketing Strategy?”

  1. really good content. this gave me some new thoughts of using facebook ads more efficiently. thanks to you Mr. Ghosh.

    1. Sumit Ghoash

      Thanks, Sai. Glad to hear that you like the content and hope the given information will help you to discover the better use of Facebook for business.

  2. Kishore Krishna

    Nicely explained Sumit.I had started a start up in 2008 and back then I struggled by not using social networking sites.yes, Facebook definitely helps to reach people

    1. Sumit Ghoash

      Hello Kishore, Thanks for the comment. Hope! now you’re using social media networks 😉

  3. Hey friend i read your article you describe nicely but i started blogging may 2016 and i think tumble,reddit and pintrest is best way to get traffic and backlinks

    1. Sumit Ghoash

      Hi Ajay, Thanks for the read. A very important point is: There is a big difference between all these social media sites and the way people use them for their business.

      As an example – “A furniture store will not get the same returns from Reddit as they would from a successful Pinterest account. Likewise, a local pizza shop would be better off with a healthy dose of Yelp and Google+ reviews than a super popular pizza-based Pinterest page.”

      So, it depends on the niche of your business. But the Facebook with 1.65 billion (MAUS) can help you to reach more audience and can generate 54% more leads for your business.

      The actual problem is the most of the audience (visitors) are not ready to buy your product. So you need to make a strategy for how to convert visitors into buyers? and this the turn which can make or break your sales growth.

  4. Riju Debnath

    Hi Sumit,
    You are rocking. Awesome writing and eye catching visuals makes this post a perfect presentation.
    Yes you have to focus on a specific segment to convert visitors into buyers. All the tips that you provide here will definitely help readers.
    Thanks for this great post.
    Cheers

  5. terinah doba

    I love every detail from this post, Sumit. I’ve been struggling with Facebook ads myself and I always get disappointed with the results. But I realized from this post that you don’t simply publish your campaign. Research is very important. When you get to know your audience, keep in touch with them.

  6. Gourav Manuja

    Well said. Today, Social Media Sites are helping too much to generate leads and conversions. I am also getting benefit of Facebook Group Sharing for my business and it helps.
    Thanks for sharing the post Sumit.

  7. I’ve trying to get my Facebook Ads to approve lately but hardly get approved, went through a lot of great info like this but definitely the hardest part to get the ads to be aprroved.

  8. Pratyush Padarha

    We had an extremely bad experience with Facebook Ads. The target users are 90+% fake and we experinced it with multiple campaigns we ran on Facebook. The audience who clicked or liked or campaigns have liked thousands of pages and their profile are not you were taegetting. We even targetted specific countries like US and UAE and guess what, there also we had audiences from India.

  9. Thanks a lot for sharing such a informative blog and its very useful that everyone knows . and i am going to apply it .

  10. Hello Sumit,
    It’s a very valuable, informative blog, I am also getting the benefit of Facebook Group Sharing for my business and it helps. Thank you…

  11. I love every detail from this post, Sumit. I’ve been struggling with Facebook ads myself and I always get disappointed with the results. But I realized from this post that you don’t simply publish your campaign. Research is very important. When you get to know your audience, keep in touch with them.

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