Try hosting a monthly “Congrats, you’re engaged!” event - and make it romantic. Treat the excited couple to a complimentary dinner and light entertainment. Offer them a no-pressure, no-sell evening that gives them a memorable experience.
Then simply hand them a wedding planning guide on their way out the door (highlighted with your name a branding of course).
If you’ve advertised with Google in the past, it’s important to understand that Google and Facebook are very different.
Adwords is often a direct sale, so leads are often sent directly to a product or purchase page. Facebook clicks need more nurturing.
A successful Facebook campaign doesn’t end when they click on your ad. What’s most important is what happens after someone clicks your ad.
Are you bringing visitors to a lead generation form with a compelling offer that makes it easy for them to sign up? Are you delivering an article they can’t stop reading (targeted specifically to this persona)?
Be sure to have your sales funnel and website in tip-top shape before you invest in advertising. Be prepared to convert your new traffic into leads. Then use email marketing to guide your leads along the buyer’s journey and convert them to customers.
# 3 Use Geo-targeting for location-based advertising
What is geo-targeting?
In advertising, geo-targeting is a way of catering to people within a specific geographic area. It lets you advertise only to people in a certain city, state, or country - or even within a specified mile-radius of your business.
Geo-targeting is perfect for party and venue rental businesses that cater to a local or regional customer base.
In theory, this location-based marketing makes your advertising budget go a long way. You’re spending less money because the audience is smaller, and your returns are high because you’re reaching a well-targeted audience.
But a successful Facebook ad campaign relies on more than geo-targeting. Fortunately, Facebook offers an easy way to narrow down your audience even further with detail targeting.
# 4 Market to people during change-of-life events
What Facebook advertising lacks in its’ instant gratification, it makes up for with detailed targeting. Besides choosing general demographics (like location, age and male vs. female), you can also target viewers by their interests and behavior.
This includes catering to audiences who have a recent change-of-life event like an engagement.
For example, in the Facebook ads manager, try typing the word “engaged” in the search box. You’ll see a long list of choices that include “engaged” and “newly engaged.”
The more you know about your customers, the more this type of detailed targeting pays off. You can continue to narrow your audience based on what you know about your buyer personas.
Ideally this creates a highly specific audience for your campaigns, increasing your chances of clicks and conversions.
# 5 Create a custom audience to target people who’ve already shown interest in your company
Another handy feature is the ability to create custom audiences based on previous interactions and leads. Under “Create a custom audience,” you’ll have the chance to:
Upload your own database or import subscribers from MailChimp
Target people who’ve visited your site or taken certain actions on your site
Target people who’ve launched your app or taken specific action within it
Target people who’ve engaged with you on Facebook (Instagram option also available)
Or create a “look-a-like” audience. Once you’ve created a custom audience, you’ll also have the option to ask Facebook to create a lookalike audience for you. It’s a bit more expensive, but they find new “high-value customers” who ideally will convert at a better rate.
# 6 Work that data!
You can measure and analyze the results of your ad campaigns within the Facebook ad manager. They also offer an entire page of tutorials dedicated to understanding the metrics and learning how to use insights to improve your results.
If you’re serious about investing in Facebook advertising, it’s worth taking a weekend crash-course to learn how to lower your ad costs, use the advanced marketing features, and fully track your conversions.