However, with over 30 million users per month in the UK, the chances are that your audience will be using Facebook.
While posting to your business page helps to build your brand with those that already follow you, targeted advertising campaigns get you noticed quickly by those that don’t, generating more leads.
Why use Facebook advertising?
Firstly, while we refer to Facebook, the platform is actually now known as Meta and covers advertising not just on Facebook – but across Instagram, other networks and within specific apps.
The combined monthly active users across Facebook, Instagram and Whatsapp has surpassed 3.6 billion users globally. And while you may hear stories of Facebook usage reducing, it’s still accessed daily by 44% of the UK population.
Facebook Ads give you the opportunity to deliver your message directly to your ideal audience, be they vendors or landlords right where they are – on their Facebook feed.
How do Facebook Ads work?
Firstly, ignore that button that tells you to ‘boost this post’. That’s not what Facebook advertising is really about.
Instead, set up an Ads manager account to properly use Facebook Ads to their full advantage.
By doing this you get access to a range of tools which will help you to better focus on the actions you want your audience to take when you show them an advert.
Facebook gives you the ability to choose campaign types based on the action you want a user to take – common ones which are beneficial to estate agencies include:
- Traffic Campaigns: Drive users to your website
- Conversion Campaigns: These are designed to get a user to take a specific action on your website or a landing page. For example, this could be to make an enquiry, or to use an online valuation tool
- Lead Generation: Lead generation campaigns work by asking users to fill in a form on Facebook. These can work exceptionally well if you have a ‘freebie’ (often referred to as a lead magnet) to offer. This could be something like a specific area report, or a guide for landlords on an interesting subject
Targeting on Facebook can be based on a range of user behaviours and your own data. For example, you may target people in a specific demographic, or choose to retarget users who have already been on your website. It’s worth bearing in mind though that some housing adverts may be restricted, so always check Facebook’s policy first.
Just remember though, like any other type of advertising campaign, Facebook Ads are designed to build initial awareness, but how you nurture leads you collect is just as important. So, when creating a Facebook campaign, do consider what happens next – such as follow up emails or other actions.
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