Personalizing Facebook adverts with marketing automation
Social media, perhaps, is the biggest technological revolution to benefit from the inherent connectedness of the internet– catapulting once-unknown words like “Tweeting”, “over Reddit” and common phrases like “we got talking over social..” into everyday coffee- time conversation topics.
A dose of insight:
“People today spend a good 1.7 hours per day on social media, as mentioned in the new GWI Social report by GlobalWebIndex – be it over cat videos or products and businesses.”
Marketing, to be more precise, is even more delicately poised. While marketing automation is the word on the tech-savvy marketers’ lips, it still hasn’t been on the upward incline that was projected, as of today. Most of the widely applied strategies don’t explore the potential of social media but focus on the tip of a perceived needle, exposing serious misconceptions that lie behind.
What is marketing automation, you ask?
Well, here we are, to help you out!
A quick Google search will give you run-of-the-mill, textbook definitions – Marketing automation refers to software and technologies purely designed for marketing firms to more effectively work through multiple channels online, and automate redundant tasks.
Here it is: Automation, in itself, is an invaluable productivity tool. And widespread use of computer software means that there are marketing automation software platforms that are solely designed for the purpose of alleviating those aching neckbones and soothing those bloodshot eyes! So, in essence, you get to take a breather, while our tools do the all the dirty work!
The world’s fattest newspaper – and with a readership of over a billion!
Facebook and Twitter have taken on the mantle of our primary source of information, a personalised news service shaping our opinions. Instagram, of course, has taken the world by storm: full of glossy, beautifully orchestrated and enhanced pictures and graphics beats all gossip magazines: it’s free, fast and infinite.
According to Paw Research, consumers prefer to get their news from social media over browsing the web. On their feeds, the most relevant pieces are custom-picked for them, with short captions, images and comments. This medium is elegant because it is simple: Judgments made in the blink of an eye!
Facebook, Pinterest, and Instagram also play a huge role in the buying process: as John Rampton observes, social media marketing, and subsequently recommendations dominate the shopping process. Buyers start with online research and star-gazing, so to speak (Yes, we are referring to public reviews akin to BookMyShow). Friends who like or follow the brand, the product’s ratings, or regular people (perhaps underrated in this regard) reviewing the item influence purchase decisions more than almost any ad campaign. BookMyShow for movie ticket sales is a prime example of this. Pre-shopping research changes the game to such an extent that Jim Lecinski from Google coined a new term, ZMOT (an acronym for Zero Moment of Truth) to describe it.
In other words, both – purchases and content consumption happen over social platforms, which have replaced browsers, papers and shopping assistants. Marketing – automated, at your fingertips, with a self-promoting audience. Couldn’t be any cooler, could it?
The Rules of the Marketing Automation sphere
The fundamentals at the back of your mind should be that social media, and its unparalleled growth, is very much here to stay- and the dirty work just gets easier with marketing automation software!
It doesn’t end with the options offered by social platforms (whose owners are happy to capitalise on the world’s fervent obsession over them and either offer paid adverts or are going to).
To tap into that potential, you have to look at automation as ammo, because that way you can measure, optimise and scale your efforts. And you will be able to customise your messages. Social media platforms, which represent new, more direct and personal communication, reiterate the “Loud ” paradigm perfectly. Essentially a sense of marketing which means getting the message across, crystal clear, even if the receiver couldn’t possibly use the offers!
We are here to show you how to change the approach, and get ahead of the curve. Let’s shift our focus on how it works over Facebook.
Analytics – using data to surge ahead of your peers
The Custom Audiences feature on Facebook allows you to personalise ads. Behavioural data can be utilised, to customise ads on Facebook. It means that your message will be displayed to a pre-defined group of recipients, such as loyal customers, bloggers, and users who opted out from your newsletter(or ignore your emails). You can also use it to exclude some recipients (like potential spammers or hackers). Shape your target group in any way you please!
Obviously, the outputs from your Marketing automation platform tools can be used for this. Data and analytics in the modern age ensure that it is now easier to delve deeper into the mind of your potential market targets. This, in turn, can be used to introduce a degree of predictability when it comes to your Custom Audiences – clients, in short. Their website behaviour, responses to various online campaigns and petitions, their online window-shopping, wish lists and buying history – all these can be used to segment your site’s Facebook following.
A behavioural approach to Custom Audiences can be created either on the Facebook panel or in SALESmanago wizard.
Scientific Approach to Facebook
A huge chunk of social marketers relies on their guts and instincts when it comes to business over Facebook. A large pie slice out of those individuals consists of people who aren’t social media natives, perhaps unlike their potential audiences. These situations are fraught with risks of awkward social media behaviour. Besides, gut feelings are hard to measure, optimise and trust.
A Data-driven process, or simply put, measuring is always a good answer in these situations. It’s that way even with social media: just keep your finger on the trigger and don’t limit yourself to ego-driven metrics, such as likes or re-tweets. Dig a little deeper. That, in principle, is where automation enters the fray again. In an automated system, you can track more than just usual metrics, such as the market hit – impressions, reach or capital expenditure. Tool based systems also facilitate you to also set targets, track the progress, and incorporate the data in the overall customer profiling process.
We did go deeper into this and found Marketo to be among the best in the business when it comes to optimising your thought process into system-oriented, analytical models.
When you start making more data-driven, automation oriented decisions, you will find that the adage “Automation is simplicity” is no myth: It will generate higher productivity, better customer retention, and better marketing results overall.
Author Bio: This article is written by Raj Gautam. He is CEO& Founder of QL Tech, Located in Perth, Australia, QL Tech is one of the best companies that offer unique Digital Marketing Web Development Services by the virtue of its dedicated professionals. Our professionals are extremely proficient in offering Social Media Marketing Services.