There is no one-size-fits-all strategy when it comes to social media marketing. You have to constantly evolve your strategies. There are a bazillion factors that can influence the buying decisions or actions of your target audience.
Combining Facebook ads with influencer marketing is equivalent to leveraging two winning strategies in one to achieve the best of both worlds. It’s akin to the Marvel Studios movie plot, where they brought both Iron Man and Spiderman together to tap into the fanbase of both characters.
89% of digital marketers say that influencer marketing delivers ROI that is better or comparable to other marketing channels. 65% of marketers also plan to increase their influencer marketing budgets for 2019.
Image via Mediakix
Facebook exposes your content to a wide audience. And you can expect a greater ROI when you amplify influencer-created content using Facebook ads.
If you are already generating a good ROI from your social media marketing activities, you can partner with influencers to drive even better results.
In this post, we’ll show you how you can leverage influencers to maximize your conversion rate and lower the cost-per-click (CPC) of your Facebook ads.
But before we jump into that, let’s get some more clarity on why combining Facebook ads with influencer marketing can give you great results.
How Can Influencers Turbocharge Your Facebook Ads?
Regardless of your industry or niche, the main goal of any campaign is to maximize conversions and minimize ad spend. When you create an engaging Facebook ad, not only will your audience love it, but so will Facebook.
In fact, if your ads garner more likes, comments, shares, and clicks, Facebook will reward you with a lower cost-per-click (CPC) and cost-per-action (CPA).
This is where influencers come into the picture. Facebook ads usually don’t perform very well in terms of engagement metrics. Who comments on a Facebook ad or shares it with their friends? Not many of us, right? But when influencers are involved, it’s in a different league all together.
Influencers are usually great content creators and they understand what kind of content their audiences will love and engage with. That’s why their content is likely to perform well.
When you amplify influencer-created content using Facebook ads, it can drive even better results. That’s the reason Facebook ads that involve influencers generate a higher ROI than ads that don’t.
How to Leverage Influencers to Create Better Facebook Ads
Now that we know that influencer-created content can help you improve the ROI of your Facebook ads, let’s learn how to make that happen.
Here’s the step-by-step process to combine Facebook ads with influencer marketing:
- Define your goals.
- Find the right influencers for your brand/campaign.
- Work with those influencers to create great content.
Let’s discuss these steps in detail.
Step 1: Define Your Goals
You can measure the success of your campaigns only when you have a defined goal.
Instead of having a vague goal such as “increase brand awareness,” you should clearly define your goals. For example, you may want to get at least 15K impressions on an influencer post.
Here are a few goals for your next Facebook ad campaign in which influencers can help you:
- Increase social media engagement such as likes, shares, and comments.
- Drive referral traffic to your website.
- Increase conversions such as the number of sales or sign-ups.
- Increase your revenue.
Step 2: Find the Right Influencers for Your Brand/Campaign
One way to find relevant influencers for your brand is to look at your existing fanbase. You can go through the list of your followers on different platforms. You can also use social listening tools to find people who are already talking about your brand. Some of them might be influencers too.
Many of these tools offer a free trial so you can see how effective they are before you upgrade to their premium versions.
But, how can you decide if an influencer is the right fit for your brand? Here are a few things you should look for in an influencer:
- Do they have a decent number of followers?
- Does their content align with your brand’s aesthetics and values?
- Does their content generate enough engagement?
- Do they belong to the same niche as yours?
- Do their followers include your target audience?
If the answers to the above questions are “yes,” you can reach out to the influencer to check if they would be interested to work with your brand.
You can also employ a different approach to save time and maximize the returns from your Facebook ad campaign. When looking for influencers who have already mentioned your brand on social media, you can check out their posts.
If the post in which they talked about your brand or products has performed well in the past, it could be repurposed and promoted through Facebook ads. This will save you an enormous amount of time spent on fresh content creation, especially when you are working with several micro-influencers.
Repurposed influencer-content stands a better chance to deliver higher ROI for your Facebook ads as it has already performed well.
Just make sure that you contact the influencer and negotiate a deal for you to use their content. Never use their content without their permission.
Step 3: Work with Influencers to Create Great Content
You should maintain transparency when it comes to campaign goals and content expectations. You should make sure that your influencers are on the same page.
For this, your marketing and creative team should work very closely with them to support the campaign goals.
Miranda Miller, a fitness and beauty influencer, promoted cosmetics products by Jasper’s Market.
Image via Marketing Land
When an influencer mentions your products as an essential part of their lifestyle, such posts go a long way to build trust and generate engagement.
You can repurpose their top-performing content to run a Facebook ad campaign for your brand. However, you should proofread their content before the ad goes live.
There is no doubt that Facebook ads created using content from influencers can help you drive more traffic and sales. But the competition is tough.
You need to work closely with your influencers to create ad copy that visitors won’t skip without clicking on. You should also be careful during influencer selection to make sure that they fit your audience and niche.
Have you ever used influencer-created content to run a Facebook ad campaign? Please share your experiences and insights with us in the comments below.