There seems to be a flood of advice from various individuals claiming to be a Facebook Advertising Expert in relation to achieving results with Facebook ads across a short-term period. However, as one of the best Facebook ad agencies, we know that if you lean your focus towards the long-term as opposed to the short-term, you’ll see far better results from your online campaign. This is particularly true for specific types of business. So, that’s what we are going to discuss within today’s article.
Our team here at Rework is comprised of individuals who know themselves to be a Facebook advertising expert so, with our combined experience, we know that advertising on Facebook long-term isn’t something which many people will think about. A lot of folks who advertise on Facebook want to throw up an ad and generate leads and sales immediately and they won’t often think about implementing strategies that can assist their business over the next 6 or even 12 months.
In reality, 6 –12 months isn’t the sort of timeframe that you might think about as ‘long-term’, but with Facebook advertising it certainly is. So, if you are thinking about life for your business 12, 24, or even 36 months away from now, there are things you can do differently with your advertising that can make an enormous difference to the future of your business.
Who Do Long-Term Strategies Work For? -
Long-term strategies work best for businesses that are ‘expertise based’. Our definition of expertise-based businesses would include most service-based businesses, such as B2B or B2C companies. This is because people want to hire and work with experts. The long-term method works best with the following businesses and niches:
- Businesses that offer online courses and information products.
- Businesses that sell bespoke products.
- Expertise-based service providers.
As one of the best Facebook ad agencies, we know that this method does not work so well for ecommerce businesses. Of course, there are long-term strategies for ecommerce companies, but they look different to this method. Rework however is a Instagram and Facebook ads agency, so we certainly fall into the ‘expertise-based service provider’ category. So, we tend to use this strategy often.
The Omnipresence Content Campaign -
The first thing to know is that there are two major components to an omnipresent Facebook ad campaign;
- The first is that your ads should be constantly coming up in front of the right prospects.
- The second is that your ad should deliver value to your prospects.
As one of the best Facebook ad agencies our team understand that when it comes to advertising an expertise-based business you won’t need to put an ad in front of a prospect, and then not have that person see another one for six months. The more $ that you charge, the more important this is. Simply put, individuals will have to trust you and your company if they are going to hire you as an expert, especially if they are going to spend a good deal of money on your services. So, they’ll need to see you and hear from you on a regular basis to help develop that trust. Makes sense, right?
For example, we here at Rework would want people who follow our pages online to think that we as a business are the only logical choice when it comes to hiring an Instagram and Facebook ads agency. Rework is a Facebook advertising expert as a company, but we need others to see this too. This happens when customers see our ads and the content that we put out there. It is then clear from the online campaigns which we run, that we have the expertise that they need and that Rework is the best position possible in order for their business to achieve great results. So, ultimately, this is what an omnipresence content campaign does.
Omnipresent Campaign Setup -
When creating an omnipresent ad campaign, you will want to use the ‘reach’ objective. This is one of the only times that we will use this objective within a Facebook ad campaign, because most of the time, we find ourselves using conversion campaigns for our clients. However, it’s important to note that the reach objective works better in this scenario. Once you’ve set ‘reach’ as your camp gain objective, click into the campaign and go to the ad set level.
Who Should You Target? -
You will want to use an omnipresence campaign to target a very specific group of people. Depending on your business type, that group of people will change according to your needs, alongside, how long you’ve been in business and what you’ve achieved as a company with other customers/ clients so far. For example, when we run an omnipresence content campaign advertising that we are one of the best Facebook ad agencies, we typically use our email list to reach out to warm users.
See, the folks on our email list are people who are interested in Rework, so they will be interested in hearing what we have to say. These are the types of people who you’ll want to put your content in front of again and again and again. So, to clarify, warm audiences make for fantastic targeting options where omnipresence content campaigns are concerned.
Now, we have to say that the warm audiences for your business might be very different to ours. You might not have a big email list, but perhaps you could do an omnipresence campaign which targets your website visitors, or perhaps the people who have watched your videos on Facebook? As a Facebook advertising expert company, we know that there are ways around each method to suit the varying types of businesses who want to use them.
For example, if you don’t have an email list, and you’re a small business just starting out, then advertise your company to your entire local area. This is a reasonable approach because people on email lists work so well for these campaigns and they also work really well in conjunction with a ‘lead magnet’ campaign.
If we’re running ads for our expertise in Facebook advertising services, it is likely that we will use a ‘lead magnet’ campaign. The best way to approach this campaign type is to offer the user something of value like a downloadable template, mini tutorial or instructions on how to implement a marketing strategy for their business online. This way your clients will attain a great piece of actionable content from your company and then once they’re on our email list they’re automatically added into our omnipresence campaign. So, as a Facebook advertising expert business, that's how we do it and we plan on targeting these guys for years to come.
Of course, our hope is to convert these warm users as soon as possible, but that’s not always an option with every single person that you target. So, sometimes it’s enough to know that they are interested in Facebook advertising and that they might become a client next month or they might become a client in 6 months' time. They might even become a client of our 3 years from now, but this doesn’t reflect badly on the campaign.
The reality is that you just don’t know when people are ready to take action and that is the thing with expertise-based businesses, because hiring a company is likely a very considered decision, even if they are the best at what they do. You can do extremely well in the long run if you can keep your advertising in front of people, deliver value, and build confidence with the right audience. It will take time and effort to set up this Facebook ad campaign, and it will also take time for it to pay off.
However, if you execute this correctly, you'll have a decent chance of creating an efficient, effective and successful consumer acquisition method. If you’re actively seeking a Facebook advertising expert to assist your business, we’d love to hear from you. Drop us an email to get started!