Facebook and call marketing: A revenue-driving team

Facebook and call marketing

Contrary to what teenagers might have you believe, Facebook remains the most popular social media platform in the world and is now used by nearly 23 percent of the world’s population and 79 percent of U.S. adults — 76 percent of whom log on daily, and all present an opportunity for call marketing.

That alone makes the venue of extreme interest to advertisers, who globally ponied up $7.86 billion in Facebook ad revenue in the first quarter of 2017 alone.

It also explains why purveyors of call marketing have long recognized highly targeted click-to-call ads that drive in millions of inbound calls from Facebook newsfeeds. In fact, 61 percent of mobile searchers see click-to-call as the most important phase of an online shopping process, reports Google research, and 47 percent say they tend to explore other brands if a business in a search result has no associated phone number.

Fortunately, Facebook can walk you through its ad purchase and creation process in a user-friendly fashion. While much can be learned about strategies surrounding Facebook ads, here are the basic steps for getting started.

Pull together the copy, photos and/or graphics you wish to use for your ad. Your appeal should be based on your specific goal (Selling a certain product? Driving foot traffic? Spurring website views?) as well as your audience characteristics and business’s personality. Keep your message brief and on point, and choose high-quality, compelling art aimed at quickly drawing viewers’ attention.

Visit your Facebook business page to create your ad. Define the area/audience you wish to reach, select a format, set your budget and choose “call us” for your call-to-action button. Through its auction process, Facebook then helps you find the best reach and frequency terms available given your terms and price range before broadcasting your ad accordingly.

Incorporate a vanity phone number into your ad for customers who can’t utilize the click-to-call button but need to remember you for future followup. The aforementioned Google study found nearly half of mobile searchers never, rarely or only sometimes use click-to-call buttons from their searches, suggesting others may wish to call you later. Make your business toll free number memorable.

Optimize Facebook’s Custom Audiences function to further zero in on your likely customers based on their demographics, interests, behaviors, locations and other factors. The function can start by uploading your existing customer list, then track visitors to other relevant websites or mobile apps and post ads in their Facebook news feeds compelling them to consider your product or company. Once the system “understands” your typical customer, it can target your “lookalike audiences” that fit similar profiles. Another Facebook function allows you to target ads toward viewers who are physically near your storefront(s), a system reaching more local people per dollar than any other form of advertising, Facebook reports.

Once your inbound calls rush in, optimize their value with call routing and call tracking tools. AccuRoute lets you direct incoming calls to your optimal staffers, call centers or departments, while CallView360 tracks, records and analyzes each call to extract invaluable info.

Gauge the effectiveness of your Facebook ad campaign on your page’s “Notifications” panel, which records views and clicks. Consider A/B testing to compare elements. Such intelligence can help you maximize future responses; helpful tools in that regard include Facebook’s Ads Manager, Power Editor, and Business Manager.

Taking time to learn the nuts and bolts of call marketing via Facebook can provide significant opportunities for your business. Don’t hesitate to take advantage.

Talk to RingSquared about utilizing online call marketing DNI in your Facebook campaign for even more effective results.