We’re spending more and more of our online time on Facebook. That goes for marketers too. In fact, Facebook advertising makes up the bulk of many small business’ marketing strategy. The trouble is, that means more competition for visibility. This leads to higher costs. We’ll look at one solution in today’s Connectio review.
With Facebook advertising, the easiest way to lower costs is with better targeting. This is mostly about knowing your audience. It can also involve finding interests that the competition haven’t caught on to yet. Easier said than done.
Facebook’s advert manager has its limitations. While it provides plenty of metrics, it can still be hard to get a good picture of what’s working. Without a little savvy, it can also be tough to identify new opportunities. That’s where Connectio comes in.
What is Connectio
Connectio is a suite of tools designed to make your Facebook advertising more effective. The aim of the game is to make your marketing efforts smarter. That way, you can stop wasting money on the wrong audience. Then you have more money to target interests with actual potential.
I mentioned already in this Connectio review that it’ll make you more competitive. But how does this work? Well, Connectio divides into four tools. Each of these has its own use. Two of these allow you to coordinate your Facebook advertising with your CRM and email automator. The other two take the guesswork out of interest targeting and retargeting.
|The Tools||What it Does|
|Connect Audience||Synchronise your autoresponder with Facebook custom audiences.|
|Connect Leads||Connect your Facebook Leads ads to your email CRM.|
|Connect Retarget||Run retargeting campaigns based on how users act on your website.|
|Connect Explore||Reduce Facebook ads spend by improving your Facebook targeting.|
We’ll go into each of these in more detail a little later. For now, the important thing is that Connectio lets you focus your Facebook advertising. The basic idea is to let you keep your head above the crowd, without wasting time or money.
So, let’s look at what makes Connectio tick. First through the gates is ‘ConnectAudience’. I want to talk about this first, because I found it such a novelty. In essence, this is a tool for syncing your email and Facebook marketing.
It allows you to save your contact lists as customer Facebook audiences. More impressively, you can also segment your email lists based on your subscribers Facebook behaviours. ConnectAudience even lets you automate one type of marketing based on individual responses to the other.
For example, whether or not someone opened your email can be used to decide if a Facebook ad is displayed to them. This type of joined up approach has been proven to be much more effective than blindly bombarding your audiences.
Next up is ConnectExplore. I spoke earlier in this Connectio review about finding better interests to target. This is just the tool. Best of all, it runs directly off Facebook’s own API. This means that all of the search results are essentially pre-verified by Facebook.
ConnectExplore is based around a very simple ‘audience search’ interface. You simply enter a few search terms, and you’re provided with a list of potential targeting areas. Once, you’ve selected a few of these, you’ll also be offered suggestions for more with the ‘automated suggestions’ feature.
It also gets rid of the need for split testing by displaying which interests are giving the best results in real time. You can then remove under-performing interests with a single click. Connectio tested this tool during the launch of their other platform, UpViral. They were able to generate $7000 with $3000 worth of advertising. This should speak for itself.
Next, let’s look at ConnectLeads. For me, this is the standout purely in terms of its simplicity. This tool allows you to leverage your Facebook audience to grow your mailing list. Since more users spend their time on mobile devices, it’s harder to get sign-ups in the traditional ways.
Human beings are lazy. They don’t like typing things out on their phones. ConnectLeads lets you capture email address when a user clicks through on your ad. No typing required. One tap on the ad and a second to confirm the signup. Genius!
The final tool we’ll discuss is ConnectRetarget. The clue’s in the name here. This is Connecio’s retargeting tool. This is a strategy that’s normally only available to bigger companies. As such, I was impressed to see it on offer here.
In essence, this allows you to use your web-traffic to inform your Facebook advertising. If someone visits your site, you can configure your ads around that. It’s really simple to use. I was able to get up and running within a couple of minutes. It also integrates directly with the big platforms like WordPress and ClickFunnels. With this, anyone should be able to reap the benefits of retargeting.
Do I have anything negative to report in this Connectio review? Sort of. At the very least, I have one concern. Connectio does one thing, and it does it well. This is a perfectly legitimate strategy for positioning their platform.
The only drawback is that not every users will need the most advanced features. These users might be better off with a combined marketing platform. Even one with less in depth Facebook features. I don’t like to speculate, but diversifying at least into other social media platforms could be a great next step for Connectio.
Connectio Review: Final Verdict
Despite this, I honest don’t think I can fault Connectio. They’ve set out to make advanced advertising techniques accessible to small businesses. As far as I can see, it’s been a great success. The combination of usability and integration options mean that anyone should be able to take their Facebook advertising to the next level.
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