Most businesses know that they need to be present on social media, so they set up a Facebook page, fill in the basic information and occasionally post content. While this is a good start, it isn’t enough to be successful in the ever-evolving social media landscape. Facebook is an especially robust platform with over 1.5 billion daily active users, making it the most widely used social networking site in the world. This creates an amazing opportunity for advertisers, giving you the potential to reach large numbers of consumers.
As a business, there is no reason not to be advertising on Facebook. It helps build your brand while raising awareness and demand for your product or service. Still not convinced that it’s for you? Let’s take a look at why Facebook should be your go-to advertising platform.
It is Cost Effective
This is usually the biggest concern for businesses – How much does it cost? As far as advertising goes, Facebook is SO affordable. Only have 100 dollars this month? Not a problem! Have a big product launch coming up? Spend a little extra. The best part about advertising on Facebook is that it’s highly customizable, so you can spend as little or as much as you like while still seeing results.
The best part? Facebook makes it easy to ensure that you never overspend on ads by allowing you to set a maximum daily ad spend for as little as $1 a day. What a steal! For just $30 a month, your ad has the potential to reach hundreds of people that would otherwise never be exposed to your business.
Organic Reach is on the Downfall
If you have a business account on Facebook, you may have recently noticed a drop in how many users are viewing and interacting with your posts. There’s a reason for this – in 2018, Facebook made some changes to their News Feed Algorithm, shifting to a focus on meaningful content. This new algorithm prioritizes content shared by friends and family while reducing the amount of content that users see from businesses. In the words of Mark Zuckerberg himself –
“The first changes you’ll see will be in the News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media.” You can read his full post here.
While this change is bad news for businesses, putting some money behind your posts is the most effective way to overcome this challenge of limited visibility. Now this isn’t to say that you should give up on your regular posting schedule in favor of a completely paid strategy, but it is important that you really focus on the quality of the content. By incorporating BOTH organic and paid posts into your marketing strategy, you will see the most success.
Get specific with targeting
This is how to get the most bang for your buck when it comes to Facebook advertising. Facebook’s targeting tools are exceptional, and include options such as location, age, gender, language, job titles and interests.
Getting the right message in front of the right audience is the key to success.
It’s as simple as that. Facebook’s advanced targeting tools allow you to hone in on a specific audience to ensure that you’re reaching people who are most likely to be interested in what you have to offer, which in turn will drive greater results and produce valuable leads.
Retargeting will be your new best friend
Simply put, retargeting is marketing to people who have previously visited your website. Retargeting has proven to be a highly effective tool for marketers because it gives them the ability to advertise to people who are already interested in your business. In order to create a custom audience for retargeting, you must first add a Facebook Pixel to your website. This is a unique snippet of code that tracks a user through your site and gives you the ability to reach that user again through future Facebook ads.
Retargeting takes your social strategy to the next step and will create brand exposure while continually driving results.
Creating successful Facebook ads takes strategy, testing and patience, but as long as you go in knowing your goals and do your research, you will soon learn that Facebook will be a valuable addition to your marketing strategy.
Not sure how to get started? Feel free to reach out to Haneke Design. We are a firm that specializes in engaging users through the Internet of Things, whether through a new mobile app or a customized social media strategy!
Erin McLachlan is the Social Media Coordinator at Haneke Design. A Tampa native, she studied visual art at Florida State before pursuing a career in marketing. When she’s not maintaining social media accounts, Erin can be found spending time with her two dogs, Kona and Cooper.