In this Expert Insight Interview, Meredith Kallaher discusses the Facebook and Instagram ad strategy that is working right now. Meredith Kallaher creates big value for business owners by connecting them with their ideal customers and clients using creative, strategic and authentic digital advertisements.
This Expert Insight Interview discusses:
- Why this topic is important to talk about at this point in time
- The differences and similarities between Facebook and Instagram ads
- Why it is crucial to understand your target audience first
Many people get into Facebook or Instagram ads because they feel like they should be doing them, as opposed to strategically approaching them. Then they do them a bit half-heartedly, because they don’t really know how to do it properly.
Another reason this topic is important to talk about now is the fact that there have been some significant changes from Facebook in response to Apple’s latest iOS 14. Namely, Apple updated its privacy rules, making its customers happy, but throwing a wrench into Facebook and Instagram advertising.
Facebook vs Instagram
Most people already know this, but it might be worth mentioning that Facebook owns Instagram, so when we talk about the general rules that apply to one platform, they more-often-than-not apply to the other one as well.
Marketers can create campaigns for both Facebook and Instagram through their Facebook dashboards, so it is safe to say that these two marketing channels are closely connected and intertwined. Therefore, when we talk about Facebook ads, we really mean Instagram ads as well.
Understanding Your Target Audience
Sometimes we see Facebook and Instagram marketers going into their campaigns trying to target as broad an audience as possible, which often leads to them spending a lot of money without really achieving any significant results. This is because targeting is crucial when it comes to digital advertising, and Facebook is no different.
This is especially the case with smaller, new companies, as all they’re looking for is to grow profits as fast as possible, which means they think they should be targeting everybody. In fact, the best way to approach Facebook and Instagram advertising is to spend some time targeting and understanding your ideal audience first.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.