Facebook tips from Udi’s on apps and ads

Facebook Tip: Use Apps and Ads to reach new customers.

Social marketers looking for some Facebook tips, take note: Facebook Ads and apps are valuable tools that can help your business increase traffic and convert more visitors. Apps allow businesses to implement functions beyond those in the standard Facebook interface, and ads help drive traffic to them. The challenge for brands is to pair apps and ads so that customers act on the ads’ invitations.

Udi’s is well known for their gluten-free foods. Their apps, which were promoted via Facebook marketplace ads, helped them increase brand awareness and grow their email database.

Udi’s created an app with two key features:

  • For every new Facebook fan, Udi’s donated a meal to charity (up to 40,000 meals). A counter in the app kept track of the number of meals donated.
  • Through the app, friends could send free virtual Udi’s gift bundles to each other – which could then be redeemed for the real gift item.

Udi’s used both ad targeting and sponsored stories to reach their target audience, resulting in significantly greater return on their Facebook advertising investment.

Here are some ways you can connect with your Facebook fans and encourage them to take action.

Facebook Tip #1: Connect with Your Audience to Drive Traffic and Sales

Conversational posts tend to be more successful than direct sales posts. Udi’s Vice President of Marketing Denise Sirovatka said that Facebook provided an opportunity to virtually “gather around the table” with different audiences. From dedicated fans to new customers, they talked to everyone. They provided information about their products through recipes, tips, product ideas and — most importantly — a sense of community.

Facebook Tip #2: Get Specific with Audience Targeting

Facebook allows you to target by location, gender, age, likes, interests, relationship status, workplace and education. Udi’s specifically targeted those who had health or gluten-related likes and interests.

Facebook Tip #3: Expand Your Ad Network

Friends of connections” ad targeting lets you reach people who have not yet liked your page, but are either friends of page fans, people who RSVP’d Yes or Maybe to an event, members of a page group, or people who interacted with an app. Udi’s used this option to reach out to people who had not yet liked their page.

Facebook Tip #4: Use Sponsored Stories

Sponsored stories show people what their friends are doing on your page, post or app. Udi’s used sponsored stories to increase awareness of when people liked their page.

Using the above techniques, Udi’s got 45,000 new fans from the ads and donated 40,000 meals via their app. They also got over 14,000 new email subscribers!

When looking for some Facebook tips to grow your audience, consider a unique app which fulfills the needs of your community and provides valuable product information. Pair this with Facebook ad options, and you have a winning combination of social media marketing strategies.

Need more Facebook tips? Check out an article on Graph Search, another Facebook feature that could be helpful for your business.

We’d love to hear of successful app and ad campaigns that your business has executed. Please comment about your experience below.

Connie Bensen

Connie Bensen

Global Digital Marketing, Social Media and Community Executive at Dell
Connie Bensen is a leading Community Strategist who has provided resources and mentorship for Community Managers since 2007. Her definition for the Community Manager role is linked from Wikipedia and has been referenced by many organizations. She can be found presenting at leading social media conferences around the world. She has authored a series of ten white papers on the ROI of Social Media.
Connie Bensen
Connie Bensen
Connie Bensen
Tags: Business,Social Media