On Facebook, Money Talks

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Would your advocacy campaign benefit from a tool with an audience of 1.44 billion people and a platform for highly targeted messages? Not many would say "no" - and I'm here to tell you to look no further. Facebook ads have become an essential component of any digital strategy. With them, you have can capture the attention of a huge number of users with a particular message and turn them into highly-coveted conversions.

However, as with all social media marketing tactics, Facebook advertising may not be for everyone. Here's the first question to ask yourself: does Facebook fit my advocacy goals? If you want to put pressure on people to take action, realize that one of the challenges of Facebook is getting users to act outside of the platform (and indeed, within it, beyond a like). However, if you simply want heightened visibility among potential advocates, it's a great option. Here are some tips to get you started:

  • Start out with a plan. The best Facebook ads feature carefully designed images and texts, reflect a firm understanding of the target audience and use analytics to reevaluate and optimize the reach. Since Facebook collects such diverse information about users, advocates can craft precise messages and choose an audience that will receive their content well.

  • Align your ads and landing pages. When people click on your ad, they expect to get exactly what the post promised. Alignment among ads and landing pages increases conversion rates and helps you gain credibility. The more that people trust your advocacy campaign, the more likely they will action beyond the casual click-through.

  • Focus on metrics. Tens of thousands of factors influence whether or not your post makes it into a newsfeed. Try posting at non-peak times (10pm-3am) when little gets shared online to make your content stand out. Share original photos, videos and easily digestible infographics--these will increase user interaction. User interaction plays into Facebook's algorithm, so always try and facilitate an open conversation with your potential advocates by asking questions and responding to comments.

  • Boost your posts. Boosted posts appear in users' timelines, meaning that they're integrated with organic content from friends and look less like ads than sidebar options. They also show up on users' mobile devices automatically. For your advocacy campaign, this could be your fast route to a mobile advertising strategy.

One of the great things about Facebook advertising is the low cost and potential high impact. For campaigns that have limited resources, it could turn into a great tool. To learn about more tools that can help your advocacy campaign, visit Digital Advocacy Institute's website or sign-up for one of our upcoming webinars.