Running a contest with a tempting incentive is one of the best ways to spur ad engagement on Facebook. The best thing about running a contest is that it doesn’t have to be overly complicated. Simply asking people to submit photos with your product in them, and then choosing a winner at random for a fun trip.
Facebook users are looking to be entertained. They’re spending their time on a social platform, likely to kill time or stalk their friends, so you need to divert their attention quickly, with entertaining content. What better way to do that than through video? Keep it short and sweet, with a visually engaging thumbnail.
People follow directional cues from other people. If everybody in the room looks up, you’re going to look up too. This is human nature. For instance, if you have a strong call-to-action, you could show an image with a person looking at or pointing to that text.
Through Facebook’s Custom Audiences feature, you can target the leads you’ve captured from your newsletter signup or other lead gen efforts, or perhaps a group of your current customers that you’re trying to upsell. In addition to focusing on insanely targeted audiences (see tip #1) you should also be crafting ads to the contacts you already have but in an even more personalized way. You can upload that list of people and target them with a highly specific ad that refers to that guide and what the next steps are to take their website to the next level.
Facebook is all about people. The original intent of Facebook was to interact with friends, not advertise your business, but it’s easy for marketers to forget this. The problem is, pushing solely product-related messages is only going to take you so far. You need to show the people behind the brand to connect with your audience.