Now, compare that to social media marketing through Facebook. With a few clicks of a button (and for as low as $5 per post), you can distribute your messaging to virtually any of the 1.59 billion people with Facebook accounts. The platform even allows you to reach people based on factors like location, interests, age and job titles, to name a few. Plus, you can easily track results and amend campaigns based on those performance insights whenever you like.
So, how do you get started? What are some key things to consider? Dive in below and take a closer look at Facebook advertising and what it can do for you and your brewery.
Boosted and Promoted Posts
The good news is that once you’ve activated your Facebook account, you’re already well on your way to advertising through it. You can start simply by reaching more of your followers through boosted or promoted posts. With boosted posts, you budget as little as $5 per post – targeted to a specific audience or geographical area – to land in more of your followers’ news feeds than that of an organic post.
Why’s that? Well, on average, your Facebook followers see 6% of your content in their news feed. So if you have 1000 Facebook fans on your page, only 60 of those would actually see your posts in their newsfeed. However, by boosting or promoting a post, you’re able to increase your reach and visibility, thereby providing an opportunity for your target audience to engage with you.
Let’s say you plan to unveil a new beer and you recently received a prototype of the label design. You could snap a picture as a sneak peek and boost the post to a targeted audience. Then, you could strategize and create a more robust Facebook campaign when you’re ready to announce the release date of the beer.
Remember, though, that while boosted and promoted posts work well under restricted timelines, they aren’t as effective as more sophisticated Facebook campaigns. It’s a balancing act, and one that you’ll test and learn from as you move forward.
Facebook ads work a bit differently than boosted posts. To create a successful Facebook campaign, you’ll need to determine your objective for the campaign (sales, website visits, increased engagement), an understanding of your target demographic, a daily or lifetime budget for the ad, and photos or videos to feature in the ad. From there, the Facebook Ads Manager can walk you through the process and help you create a series of ads that reach more people and achieves your set objective. Once it’s approved, you’ll be able to track performance and metrics, edit the ad, compare campaigns against one another and more.
To start, we recommend that you spend $10/day per Facebook campaign. That’s around $300/month per campaign. Generally, we push for three different campaign types for breweries: One focused on brand awareness (blog posts, website traffic); one promoting an upcoming event; and one focused on growing your email list. That totals out to somewhere in the neighborhood of $900-1000/month.
We usually break down ads for our clients into three separate placements on a 60/30/10 ratio. 60% of the total Facebook budget for a campaign goes to cold leads, 30% goes to warm leads, and 10% goes to hot leads. This multi-step strategy allows you to build a mini funnel, which will bring more people to your events, increase beer sales, and improve brand awareness.
“Cold leads” – 60%
These are the people who you think will be interested in your brewery. Usually, this comes directly from Facebook’s current set of data. Use Facebook’s targeting to attract people who love craft beer within a specific radius of your current location. The ad should focus on driving people to your site. Think of this as a first step in the process, where you are trying to qualify the people you’re advertising to. They qualify themselves by taking an action, such as liking your page, liking the ad, or clicking through the ad.
“Warm leads” – 40%
These are the people who have been qualified in some way. Either they visited your site, clicked on an ad, or liked your Facebook page. In this case, you know that they’ve heard of your brand, and they qualified themselves as interested with their actions. Send these people directly to your conversion pages (event signup pages, email list pages, etc.) based on what kind of content they were reading.
“Hot leads” – 10%
These people have visited your conversion pages, and get a retargeted ad at $1/day. These people are also targeted via a Facebook ad pixel, but the key here is what page(s) they visited. These people get ads that focus on conversion, such as a sign-up for the upcoming event, event reminders, mailing list subscriptions, Mug club subscriptions, swag sales, and more.
Now that you understand more about Facebook campaigns, make sure you track performance and watch for trends in your placements. That way, if you notice a spike in traffic to your site, you can check that against the dates of your ad campaign and see what drove people to your page. Similarly, you can see which types of ads work best for you and lead to the highest engagement or site visits, then adjust your strategy accordingly.
We’ve reviewed Facebook campaigns and boosted and promoted posts. So what else could work for you? Consider the Facebook ad pixel. This little snippet of code is a unique feature of your website and it has a lot of potential benefits. By sending tracking data back to Facebook, it allows you to use that data to retarget visitors with Facebook ads. Imagine this scenario:
Say that a visitor goes to your site, and clicks on your events page. They click through onto your upcoming 4th of July Luau event, and then leave the site. With the Facebook tracking pixel, you can now send ads to that person about the event, along with a friendly reminder leading up to event day. This is a powerful and highly useful feature that you simply cannot get anywhere but your own website.
As you consider the options available to you with social media marketing – especially on Facebook – remember that Facebook Ads are most effective at capturing and nurturing leads and increasing brand awareness and customer exposure.
Facebook Ads are typically shown when your customer is simply browsing through their news feed and not necessarily in a buying mood, so try not to judge your campaign’s effectiveness by direct sales. Instead, consider the bigger picture and watch for metrics like click through rates, page likes, impressions, reach, comments, shares and more.
Also, keep in mind, social media marketing has a leg up on traditional marketing because of improved targeting. If you can consistently manage and amend your campaigns, you’ll get more out of them and reach more of your target audience through the process. And as always, we’re here to help. Reach out with questions or concerns at any time.