Social media penetrates our lives on a daily basis. In fact, as of April 2017, there are almost 2,000 million users on Facebook alone, making it the most popular social network in the world. In terms of reach, it’s definitely the place to go to if you want to be seen. However, you won’t be the only one thinking that. So here are some of the tried and tested ways we used in order to reach through the noise, speak to our clients and users, thus reaching our business objectives.
If you want to jump straight to our case study, scroll right to the bottom of the article.
1. Communicate Your Value
We cannot stress how important it is for businesses to always talk about how they can help customers or clients. Because of all the advertising that surrounds us these days, we have all gotten used to automatically tuning out messages that tells us to buy, buy, buy. Most of us don’t like being sold to but we do enjoy spending money on things if it makes our lives better.
Therefore, the Marketing team at each company needs to be very familiar with the benefits that their product brings to the end user. Do you sell contact lens? Tell people how it will never dry out their eyes and it’s very comfortable. In the case of Supahands, we needed to recruit people into our remote human workforce that executes work on behalf of our clients.
2. Know your target market well
In order to get your message across, you will need to know who you are talking to. There is no point showing ads for pet supplies to people who have shown no interest in wanting to have a pet in the first place.
Get the key information that will help you target the right people. This could include demographics such as age, gender, location, language, interests, most frequented websites. Knowing where to find the information for your target is will also help. Don’t just rely on the “Insights” tab on your Facebook Page. You can gather information from ads that you may have also ran in the past. You can get a surprising amount of data from looking at the different analytics that Facebook Ads can provide. All you need to do is edit the columns that show up on your Adverts Manager so that you see the data that is relevant to you.
If you have never used Facebook Audience Insights, it’s time to start now. You’ll be able to obtain so many kinds of useful data such as:
- Other pages that your followers are interested in
- Other pages that the followers of your competitor’s page are interested in
- The occupation, lifestyle and even income level of your target
3. Keep your message simple
When content is being shared so freely and frequently these days, our minds have adapted to know absorbing the information that is the most relevant to us. An important fact for marketers to know is that they only have up to 8 seconds to grab the attention of their target.
So don’t assume that users will spend time ready a long story on your Facebook advertisement or post. You will need to know exactly what you want to communicate and do it very concisely. Avoid jargons unless absolutely necessary and make sure that it is catchy. This ties back to our previous point on knowing your customer and knowing exactly what they want to hear.
4. Give your audience variety
While it may take more time and effort to prepare, it is always useful to change your Facebook advertisement frequently. This is so you don’t bore your audience with the same image or same copy. The last thing you want to do is to bore them to the point of annoying them.
A good measure that we use at Supahands is that we give all our Facebook ads a “run-time” of 3 weeks. After that, the ad is stopped and replaced with something else. Preparation is always key as well. Never wait to the last minute to think of what to put up next as you may find yourself going days without any advertising at all. So be sure to start planning for your next campaign at least a week before it is launched.
5. A/B test constantly
Many are afraid of running tests on their advertising out of fear of spending more than what their marketing budget allows. Contrary to popular belief, running these tests will actually end up saving you more money in the long run.
If you had a marketing budget of $1000, you will not have to spend more in order to run a test. All you need to do is split the budget into two $500 portions so that you spend an equal amount with each test. If you see one version getting you closer to your goals than the other, then you will be able to make a more calculated decision on what to put your money on next.
However, practice A/B testing with caution as it is also easy to draw conclusions too early or too late. We typically run our tests for as long as month if there are no immediate disparities between the results. There have also been instances where very obvious differences are shown within the first 2 weeks. Both scenarios gave us enough data to make an informed decision on our next step.
Here’s a case study of how we used Facebook to recruit our SupaAgents.
We spoke about the benefits of being a SupaAgent – how it’s a role that allows you to earn money part-time, gives you the flexibility of working from anywhere you want, and also the flexibility of working as many hours as you want.
Knowing the target:
Based on our current pool of SupaAgents at that time, we knew that the role of a SupaAgent appealed most to students in college or university, stay-at-home mothers and also young executives with full time jobs looking to earn more money. We also knew that because all the work is done remotely, a SupaAgent role would only be applicable to those living in areas with good internet connectivity.
A simple message:
Because we knew that our SupaAgents enjoyed the flexibility that the role offered and we knew exactly who to speak to, we knew that the message had to revolve around themes such as “working from home” and “earning extra money.
Each ad variation ran for a maximum of a month before they were changed and replaced with a different copy and image
We ran 4 test rounds with 2 weeks in between each round. Each test round consisted of 2 sets of 3 images and 3 copies. Where we changed the image, we kept the copy the same so that we could pinpoint what exactly it was that people responded to the best.
We hit our target for June 2017 in April 2017, growing our SupaAgent workforce from the end of 2016 by 290% in just 4 months.
What this means:
Supahands’ clients get access to a pool over 1000+ remote workers from around Southeast Asia, ready to help remove headaches of work backlogs. It is by having a large pool of SupaAgents that we manage to work faster than what an internal fixed team would have done. This also means that clients had the flexibility to scale their projects quickly without affecting the workflow. Whether it was adding an extra 10 or 100 people to a job, scale is never a problem for us.
- Talk about your value, not your product
- Knowing your target audience very well
- Speak to them using simple language
- Change it up every now and then
- Don’t be afraid to run tests
If you would like to know more about how our 1000+ SupaAgents can help you, click here now so that our team can get in touch with you.