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10 INSIGHT V14N1 TRUENORTHCUSTOM.COM Four Keys ARE YOU READY TO USE FACEBOOK TO ITS FULL POTENTIAL? TRUE NORTH CUSTOM OFFERS THE FOLLOWING FOUR TIPS TO HELP YOU UNLOCK THE POSSIBILITIES BEHIND THIS SOCIAL MEDIA PLATFORM. I T 'S A LWAY S A good idea in marketing to get your message to where the people are. With close to 2 billion users, Facebook is one of the most popular social media platforms in the world. It's a great place for organizations to start, build, and sustain relationships with those in the community who may be interested. Facebook offers advertisers and marketers a variety of ways to create, distribute, and measure ad campaigns. If the number of available options seems overwhelming, especially if you are new to social media marketing, these guidelines can help put you on the path to a successful campaign. 1: TARGET You should always have a specific audience in mind when producing any type of content. Advertisements are no different in this regard. Facebook does an excellent job of allowing advertisements to target specific people by demographics, interests, behaviors, and connections. Utilizing this feature will help your message reach interested eyes and, therefore, make each view that much more effective. To learn more about what makes a good Facebook ad, check out our "Anatomy of a Facebook Ad" checklist at truenorthcustom.com/winter18. 2: BRANCH OUT There are several ways to publish an ad on Facebook. You can create a look-alike post, video, banner ad, or slideshow depending on what you think would work best with your audience. It can be tempting to stick with one style of ad, but this could mean that you're missing some amazing opportunities. Try mixing different Facebook ad types with links to either your Facebook page or website. You may find that different combinations work better than others. 3: LESS IS MORE Don't try to kill all your birds with one stone. When looking at a budget it could be tempting to create one general message that could be sent out to everyone on Facebook. By doing this, your message will be wasted on many uninterested eyes. Instead, create specific ads that target very specific people. For example, don't say "we have a great orthopedic department!" Rather, hone in on a specific service such as hip-replacement surgery and match this ad up with the correct demographics. You may find that spending the same amount of money on smaller, more specific ads can help your dollar go much further. to Facebook Advertising 4: TEST Once an ad goes live, you aren't finished. Measuring the success of your advertising campaigns is a very important step in the process. It's likely that your first few ads won't be perfect. Comparing ad successes and failures can help you improve the quality of each ad. Facebook offers solid www to those who advertise on their platform. By ignoring the numbers you're doing a disservice to all your hard work. insight into SOCIAL MEDIA MARKETING

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