How to run an effective awareness campaign on Facebook

One of the first steps in leading a customer down the sales funnel is also one that Facebook specializes in — awareness. Facebook Marketing Partner SocialCode recently published a guide showing how to publish broader campaigns that gauge interest.

Ben Weiss, SocialCode’s Marketing Content Strategist, outlined some strategies companies can use, such as targeting existing users with Custom Audiences, retargeting users with Website Custom Audiences and targeting based on preferences and lifestyle.

Weiss also called out for brands to consider quality content before thinking about advertising:

Whether introducing a new product, reinforcing brand identity or breathing life into a product that’s losing market share, awareness campaigns should focus on quality creative that builds positive attitudes rather than calling directly for purchases.