Welcome to another episode of the Wright Brothers Podcast. Never in the history of advertising has there been a platform as powerful as Facebook. With the ability to target ultra specific demographics, all real estate professionals should be using Facebook advertising to grow their business. On this week’s episode, Casey explores a best practice approach to personal page versus business fan page, while Corey discusses the nuts and bolts of building a highly effective Facebook campaign, including targeted demographics and attention seeking graphics.
When initiating a campaign, many professional users struggle with the decision to use a personal page or a business fan page. Externally these pages may appear similar, however Facebook’s internal processes view these pages differently. If paid advertising is the goal, it’s best to begin with a business fan page due to the integration of Facebook’s advertising and analytics tools. Additionally, there is a delicate balance required when using a personal page for business, as flooding the feed with business related content may lead to unsubscribed contacts.
One of the first steps in developing a Facebook campaign is to establish an advertising objective. This objective could be to receive more likes to a fan page, generate video views, or lead more visitors to a webpage. Corey details the concept of the advertising funnel, a strategy of building a connection with clients through valuable content rather than hard selling on first contact.
Highly effective ad campaigns require engaging content, and one of the key ingredients is the image that is displayed with the ad. This image must be both relevant to the target audience as well as eye catching to engage with users as they scroll through their feed. Casey outlines the trends and strategies used by industry professionals to stand out from the crowd.
Facebook advertising offers a powerful opportunity for real estate professional and small business owners to reach new clients. The ability to target specific and key demographics offers an unprecedented access and effectiveness rarely seen in advertising. Connecting with users through valuable content, rather than a hard sell, can pay dividends towards generating business. Additionally, eye-catching images relevant to the demographic can have a remarkable effect on the campaign’s effectiveness.
1:39 – Topic Introduction – Facebook Advertising
3:39 – What’s new?
5:10 – Personal Page vs. Business page
8:08 – Types of Ads
12:50 – Ads manager
14:30 – Creating Fans
17:00 – Objective
20:40 – Keeping it fresh
22:00 – AB Testing
23:10 – Content
25:30- Buzzwords
35:10 – Ways to use Facebook Advertising
40:24 – Inbound Marketing and The Advertising Funnel.
41:31 – The Advertisers Secret Weapon
51:20 – Landing Pages
53:30 – Lead Follow-up
Podcast produced and edited by Jacob Turnbloom
Intro and outro music created by Jacob Turnbloom
Show Notes by Matt Russell
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