SocialMedia

How to optimise your Facebook campaign

** DEFAULT postresults.teaserlabel - en-GB **

Blogs

** DEFAULT postresults.contenttypelabel - en-GB **

Blogs

** DEFAULT postresults.publishdate - en-GB **

11/8/2018

** DEFAULT postresults.summarylabel - en-GB **

Facebook is undoubtedly one of the most important inventions of the past decade. From its humble beginnings in Harvard, it’s expanded to include more than two billion daily active users, and that’s without counting its growing platform on Instagram. That’s a massive captive audience waiting to receive your marketing message- as long as you have the right way to reach out to them. Enter the Facebook campaign. With all of Facebook’s database at your fingertips, you can reach out to new and existing audiences with targeted adverts designed to engage and interest them. It’s also surprisingly easy to set up- though, like any advertising campaign, success depends on your text, images and target audience. Here are our tips for getting it right. What’s your objective? What do you want your campaign to achieve? Do you want to increase awareness of your brand, increase traffic to your website- and ultimately convert more candidates- or do you want to increase the interest of people who are already aware of your brand?  Once you’ve decided whether you want to focus on Awareness, Consideration or Conversion, you can sit down and flesh out your campaign objectives in more detail. Decide what type of audiences you want to target, then set a clear goal that can be measured after the campaign finishes, and decide what preliminary results that you might expect to see from your campaign, to give you a good benchmark to measure those results by. Creating different campaigns Why not create a separate campaign to suit each of your objectives, using the adverts create tool? If you want a particular ad to focus on raising awareness, and another to drive traffic to your websites, create two that you can tailor to each audience, the better to increase your chances of success. With the adverts create tool, you can also measure the performance of each campaign, see which is performing better, and turn all of the advert sets that you create on and off, as the mood takes you. Indeed, by running two or three campaigns, each with their own copy and images, you’ll stand a better chance of converting them. You can also take a more in-depth look at what appeals to your audience by doing some A/B testing, which calculates the appeal of two different campaigns and helps you see which one has the best chance of appealing to a potential audience before you commit money to it.  Use the Pixel The Pixel is a really handy piece of software that will change the way that you see your audience. It works by placing cookies on users’ computers that will track their interactions with your campaign, and with your website, should they then click on any link you include. You’ll be able to track conversions, time on site, and even show related adverts to people that have been on your website.  You can get really in-depth here, showing your potential applicant an advert for a job they were browsing on your site before they abandoned the application. The possibilities are limitless, and it will let you create a tailored marketing campaign that gets results. Measuring value  Once you’ve run your campaign, it’s time to measure it. Using Facebook- or a third-party provider like Hootsuite- you should be able to analyse the results, such as likes, activity and engagement rate. Did it meet your goals? Are there any ways in which you can improve? Was the audience the right fit for the type of campaign that you were running? If not, then it’s time to reallocate your budget. See which adverts are performing more effectively, and next time put more money into that campaign, rather than focussing on the ones that aren’t drawing as much attention. You can even turn off advert sets that you aren’t using, if you think they’re good, but want to reactivate them later.  Innovate online with Attrax So now you know how to optimise your Facebook campaigns and attract candidates to your careers site, but what next? You need a site that can engage the candidates and provide a brilliant user experience, which is where Attrax can help you. Our award-winning careers site system is endlessly customisable, optimised to display and rank highly on Google and integrated with all the major ATSs, Attrax is fully SaaS and provides you with regular software updates, ensuring your site will stay ahead of the market for years to come.Or if you'd to speak to a member of the Attrax team contact us today.

** DEFAULT postresults.teaserlabel - en-GB **

Explore
How to get the most out of your Facebook adverts
How to get the most out of your Facebook adverts

** DEFAULT postresults.teaserlabel - en-GB **

Blogs

** DEFAULT postresults.contenttypelabel - en-GB **

Blogs

** DEFAULT postresults.publishdate - en-GB **

3/28/2018

** DEFAULT postresults.summarylabel - en-GB **

Facebook is one of the most popular social media platforms on the planet. With an average of more than 1.4 billion people logging on every day, and the platform growing by an average of 14% every year, it’s the perfect place to be if you want to be seen online.But how can employers connect with potential customers and candidates? Facebook has its own method for ensuring you get huge numbers of views online: the Facebook advert. With Mark Zuckerberg regularly changing up the platform and the tools that marketers use to reach out to their audience, the Facebook ad is a fantastic tool: you write your message, choose who to target and set a budget which determines how many people see your advert, and click on it, until money or time runs out.But in such a noisy space, how can you write an advertisement that stands out, and entices candidates to click on it- whether it’s an interesting article or a must-not-miss job vacancy?Here are some tips for getting more out of your Facebook campaign.  Include a strong offer What will entice your ideal candidate to click on your ad rather than on somebody else’s? You have to give them an incentive to click on your advertisement, whether it’s through the image that you use or the copy that you write. After all, shopping for jobs is like shopping for clothes- and people love to buy things.You need to tell them what’s in it for them: what employee benefits might you have? Is there a good salary, or will the role that you’re offering challenge and excite your candidates? What about company culture? If your job has a selling point, then include it here, because it’s the only thing that your candidate is going to see that will convince them to click on your vacancy. You should also make sure that the image that pulls through is relevant and eye-catching: bright colours, and dynamic scenes that will be sure to catch the eye are always a winner!Once that’s done, you should also include a call to action to incite immediate action: for instance, ‘apply here now!’.  Target fans Facebook’s targeting system is a thing of wonder, and if you’re not using it then you need to quickly familiarise yourself with how it works. Facebook’s targeting allows you to target who views your ad, filtering by location, gender, age, relationship status, financial income, political preference and more.  As if that’s not enough, you can also filter by interests, and even by behaviour- for example, people who travel a lot or people who buy from high-quality stores. Given the amount of information we share on Facebook, it’s really no surprise, and though it can be an imperfect system, there’s no point targeting people who will just scroll past, so this will increase your chances of people interacting with what you post.  Keep it small How fast do you scroll through your Facebook feed? Likely too fast to take everything in all at once. As a result, your advert has to be short and succinct if you want to stand a chance of engaging the casual viewer. Keep it to the point: a hundred words or less. If you want to increase your chances of being relevant and engaging, why not create several different, tailored versions of your advert and target it towards different people? Set goals It might be boring, but it’s definitely necessary. If you want to measure how effective your Facebook ad campaign is going, then you need to measure it, in order to be able to collect results and find out whether your ads are targeting the right people. Break your goals down into smaller, daily goals- for instance, rather than hitting 1,400 people in a fortnight, aim to reach 700 people a day. This will help you keep closer tabs on how well your campaign is performing, and what needs to be changed.At Attrax, we make the effort to learn about all aspects of online digital marketing so we can share our industry expertise with other employers. Find out more about what we do here.

** DEFAULT postresults.teaserlabel - en-GB **

Explore
Lucy Dawson

by

Lucy Dawson

Lucy Dawson

by

Lucy Dawson

How to optimise your digital marketing strategy through social media
How to optimise your digital marketing strategy through social media

** DEFAULT postresults.teaserlabel - en-GB **

Blogs

** DEFAULT postresults.contenttypelabel - en-GB **

Blogs

** DEFAULT postresults.publishdate - en-GB **

11/6/2017

** DEFAULT postresults.summarylabel - en-GB **

A digital marketing strategy is nothing without social media. Though paid advertising and SEO strategies will boost your online profile, it’s through social media that you build a network of loyal clients and fellow professionals. It’s also online that you create the brand you want to be associated with, and with 38 million active users in the UK spending around one and a half hours online a day, it’s well worth investing your time and money into creating a comprehensive plan that will complement your digital marketing strategy. Why use social media? There are several advantages to using social media to drive business. In order to engage a large number of followers in today’s very noisy online world, you need to post regularly, and you need to create a brand with a strong-enough identity to stand out from the crowd. As 77% of Twitter users feel more positive about a brand when their Tweet has been replied to, it’s a good idea to think about how you want to be seen by your customers. What values do you want to be associated with? A brand is made up of how people perceive your company, so by posting the right material about the right things and responding to messages- or Tweets- you can build up your reputation as a thought leader in your sector, and as somebody who people want to follow. Result: you increase your online reach and build your network. Networking online Indeed, social media is the perfect place to network. Whether it’s on LinkedIn or Twitter, the perfect place to make contact with people in your industry is by following them, and keeping tabs on what they’re saying on the web. A staggering 50 million businesses use Facebook pages, and so for finding out about industry events, or initiating conversations on LinkedIn, the web is an excellent place to build up a list of contacts and, as a result, increase your online reach. Through using social media to follow competitors, customers and clients, you can keep tabs on what they’re saying,  discover how they engage followers and even learn about the state of, and latest developments in, the market.  Money matters Sometimes, however, patiently waiting to build your network is not an option and you want immediate results. Perhaps it’s for a job vacancy that you want to advertise, or an event that you want to raise awareness about. Either way, don’t worry: Facebook, Twitter and LinkedIn all run paid advertising campaigns, which allow you to boost posts and gain visibility online in much the same way as a search-engine-led paid advertising campaign.  Check the analytics The most valuable thing these social media networks offer, however, is the chance to analyse the statistics behind the posts: how many people viewed your post? How many engaged, and how many followed through and clicked the link to your site? Social media is a goldmine of statistical information, which can be used to better understand your audience and hone your marketing campaign- off Facebook as well as on it. The bottom line Whether it’s through building your network or gathering useful data, social media is a vital part of today’s marketing strategies. The main aim of digital marketing is to drive traffic to your site, and using social media not only gives you a way to increase your online reach but ensure that you reach as wide a range of people as possible. With internet presence a vital way of targeting customers, knowing how to optimise social media could make the difference between a successful brand and a household name.To find out how you can use social media to revolutionise your digital marketing strategy get in touch with us here to find out how we can work together. 

** DEFAULT postresults.teaserlabel - en-GB **

Explore
Beatrice Caldarella

by

Beatrice Caldarella

Beatrice Caldarella

by

Beatrice Caldarella