When advertising on Facebook, there are essentially two strategies: find an audience and sprinkle your budget over it continuously or use a data-oriented approach where you focus on narrowing down your audience based on who interacts with your content.
None of the strategies are wrong or right. For companies with very sought-after products or services, the first strategy may work. For the vast majority of companies, however, the latter will be both more effective and also the one least likely to annoy consumers.
In Komfo, we use two models to explain our view on good and effective advertising: The Circular Communications model and the Sales Funnel. The latter, of course, exists in many varieties. The one we use focuses on the data we can collect and use on Facebook (and Instagram) advertising.
The Circular Communications model:
1) Define audience: before even beginning to communicate, you need to find out who you will be communicating to. You communicate differently to an 18-year-old man than you do to a 64-year-old-woman. Also, when it comes to advertising, you need to define your audience on a very practical level: gender, age, location, interests, and so on.
2) Create content: Now you’re ready to create your content: video, images, text, links, and so on.
3) Obtain engagement: You create your content not just for the sake of creating it, but to get engagement from your audience.
This was actually where the model ended in the good old days, when engagement was the primary target for page owners because this was the most effective way to reach more people. Today it is no longer the case. Reaching more people takes money.
4) Generate data: Engagement can, therefore, for most companies, no longer be the primary objective when advertising. Today, we want to obtain engagement because this generates data. Which type of data will be covered in the article Advertising Strategy Part Two: The Sales Funnel.
5) Begin all over: For now, data is not our end goal. The end goal is to start all over again because the data we are collecting at this point defines the new audiences we are creating more content for, obtaining more engagement from, more data from and on and on it goes.
This model is a dream model for anyone employed in a communications department: nowhere in this model can you fit in the concept of laysoffs! If you begin communicating, you have to continue.
The problem with this model is that the sales department won’t be too excited. Instead, they will be asking the (valid) question: Who’s going to pay for all of this? Where in the model do we find the word “money”?
The answer to that question is the Facebook Sales Funnel.