The best strategy on Facebook: Intent Based Marketing

There is NO method to make more money than by making advertising and data profitable. The proof? The largest companies in the world are practically all at the top thanks to data and/or advertising. It is therefore crucial for companies to know how to advertise on social media and, more specifically, on Facebook. What is the best strategy on Facebook to generate more leads and more sales? Intent Based Marketing.

IBM's (Intent Based Marketing) is a strategy aimed at focusing our marketing efforts on people who are not yet in 'buying' mode, but who intend to be in the near future. The philosophy behind this method is based on the fact that these people, at this stage, are not heavily solicited by advertising. This makes the cost of advertising placement to reach them much lower.

One very particular characteristic of IBM is that we will keep the traffic on Facebook as much as possible to minimize, once again, the costs of advertising placement.

How does Intent Based Marketing work?

It is important to keep in mind that regardless of the Facebook strategy you use, the use of a CRM or a Martech tool like Autopilot or Active Campaign will make all the difference in your closing rate. Do not neglect these tools! Especially since Intent Based Marketing works on audiences that are not in 'Buy Now' mode, you will need to keep your prospects in sight! Here’s how it all works.

The goal of IBM is to focus on the 'sweet spot', that is, to bet on people looking for information as well as those who are already aware of their need or problem. It is very important to have quality informational content, both on the problem and on the sought solution. Your goal is to elevate yourself to the level of an expert in your field with this audience. You will use videos and articles on your Facebook page to showcase your expertise.

Then, you will retarget your audiences based on their engagement with your content. For example, you may want to retarget someone who has watched your video for over 75%, or someone who has read an article about the problems they are currently facing.

Finally, you will present the continuation of this content, always in advertising. For example, if you are advertising for a car model ABC. The first step would be to offer a maintenance guide or a video on the ABC model. Next, you could run an ad that mentions all the advantages of the all-wheel drive of this vehicle, and finally offer a test drive in the last step.

At the moment when the traffic turns into a lead through the acquisition of emails and phone numbers, you should either contact them or, even better, add them to an automated marketing campaign.

The best strategy on Facebook will always be to entertain or educate your audience with quality content.

How to create the best strategy on Facebook?

To get the best possible results with advertising on Facebook, you need to rely on excellent content. What is content? It is photos, videos, blog articles, graphics, recipes, etc.

Converting people directly with an ad works less and less. To be able to implement the best strategy on Facebook, you need to allocate part of your budget and/or time to creating that content. What is the link between content and IBM? Let me explain.

If your content is not good, your audience will never engage with it. If your audience does not engage with your content, it becomes impossible to push your traffic further down the sales funnel.

As Intent Based Marketing is a highly effective strategy, but can be complex for some people, we have created a 2-hour training so that you too can explode your results with IBM. Available starting July 20!