Facebook is one of the best platforms for businesses and marketing. And this includes SaaS strategies. However, social media platforms have different algorithms from professional platforms such as LinkedIn. While professional platforms are better for SaaS businesses, you should not miss out on the broad demographic that social media offers. With marketing comes marketing strategies. Since every marketing platform is different, you should have different strategies in place. And for Facebook, employ Facebook Ad Strategies to make the best of the platform.
Here are a few Facebook Ad Strategies for your SaaS business:
1. Why failing might be good
Within the Meta social media products, failing is not always bad. Failing gives you a lot of data that you can use. At least in the beginning. When you set up your Facebook Ad campaigns, make room to perform dismally. Because when you start, you will probably not know how your campaigns will perform. Therefore, factor in failure.
Reaching your ideal customer will be difficult in the beginning. But, Facebook Ads have many features that can get overwhelming and confusing. The best way to understand the platform and how it works is to test campaigns with a small budget. If it works, you can repeat certain elements of the campaign in the next one. If it performs poorly, then you can learn why. Read More: The Ultimate Guide to SaaS Affiliate Marketing or Publishers
2. Define your audiences
Like any other marketing platform, the only way to reach your target audience is to know them. With Facebook ads, you will have to do a lot of audience research. Go beyond the base demographic parameters such as age, sex, location, etc. Try to list the hobbies and interstate your target demographic has. Facebook has a broad demographic of users. Therefore, it is imperative to be specific about your target audience. If your audience is too wide or too narrow, you cannot optimize your budget.
Additionally, Facebook and Instagram have customized audience features. With this feature, you can decide on your secondary and tertiary audiences. Plus, you can easily re-target your audiences with lookalike audiences. Read More: 10 SaaS Growth Strategies to Try in 2022
3. Structure your Facebook Ad Strategies
In marketing, Facebook Ads have many features for businesses and marketers. One of these features is the ability to structure your campaigns as a sales funnel. The Facebook algorithm allows marketers to structure their Facebook Ad strategies based on where the audience is in the sales funnel.
There are three primary segments users can fall into:
Awareness
Consideration
Conversion
By choosing one of these options, Facebook only targets users who are most likely to respond to your ads. It drives up your engagement and reduces your cost per action. For example, if you were to choose the awareness option. And you create an ad aimed at getting your audience to remember your brand. Facebook will show the ad to users who might be interested in your brand. This way Facebook optimally uses your ad spend. Read More: 10 SaaS Marketing Metrics You Should Absolutely Use
4. Create your content for your audience
It is not enough to know who your audience is. You should also understand what your audience likes and dislikes. Therefore, the best way to gain your audience's attention is to cater to their needs. You should know your audience's pain points and create your content around them. Try using varied content types to grab and hold attention.
Facebook has many formats that you can use: images, carousels, instant experience, videos, etc. Your ad campaign should have a catchy hook, content that keeps the audience's attention, and a captivating visual. Using a mix of ad formats is the best way to test which ones your audiences respond the most to. Read More: SaaS Customer Success 101; Tips and Guidelines
5. Always use A/B testing
A/B testing is an ad experiment that allows you to test certain aspects of an ad. In A/B testing, one component of the ad changes while others remain fixed. The components of an ad are the visual, the copy, and the CTA (call to action). Therefore, two parts remain the same, and one changes. Then Facebook will show this ad to two different audience groups who do not overlap. At the end of the campaign, you will know which ad performed better. And this way you will know why the type of ad works best for your business. Read More: 6 Best Practices: Your Ultimate Guide to SaaS Customer Onboarding
6. Keep optimizing your campaigns
It is not enough to build one strategy for all your campaigns. It will only lead to failure since what works for one campaign will not work for another one. Because each campaign will give you new data that you can use. And you should use this data to create the next campaign. Hence, the best way to get your Facebook Ad Strategies to work is to optimize and re-work them regularly. Include data from previous campaigns and factor in AB testing results to create Facebook Ad Strategies that work the best. Read More: B2B vs B2C SaaS Marketing: Understanding key differences
7. Make the best of Facebook Ads features
As previously mentioned, Facebook Ads have many features for businesses and marketers.
A few are:
Remarketing/retargeting
Behavioral targeting
Facebook Pixel
Automatic placement
Campaign budget optimization
To make the most out of your Facebook Ad strategies, experiment and run trials with different features. It will help you understand the platform and algorithm better. It will also help you to optimize your ad. Read More: 20+ SaaS Marketing Tools That Every Company Needs