We often think of many avenues but ignore the ones most visible to us. This is Facebook, of course.
Facebook has billions of active users, increasing all the time. As we know, it has the biggest , most demographically varied user base of all the social platforms.
It is surely used most often, by most people, for the greatest amount of time.
Many users spends nearly an hour a day on this platform.
It has the biggest audience in the 50 yrs plus age group too. If you’re wish to focus on millennials or younger generations, they can be found on Facebook.
We must pay to reach out now
As of now, organic reach has dropped off and it’s likely that only 5% of your page following (and these are the people who’ve already shown interest in your brand) will see any of your content. If we are investing in creating valuable blogs, creatives, webinars etc then they need to be seen.
Boosts can help increase this, but advertising is the only way you we can get really targeted, attract new audiences and drive actions. We will surely get much better ROI on advertising than just boosting.
Focus on many objectives
Facebook ads focus on a variety of objectives from growing our page following and building awareness to improving engagement and driving website traffic and conversions. Whatever our business objective may be, Facebook ads can be optimised for it.
We can get these results faster from ads than just through organic social media management.
Many marketing experts use Facebook advertising regularly, which is roughly 3 million businesses. They’re focus here as it is possible to get great, proven returns on investment.
The success here can be tracked in detail and directly attributed to advertising activity and this can help in setting budgets and making decisions on where to focus our efforts.
Link with Instagram also
If our audience engages mainly on Instagram, we would need to use Facebook ads to target them. Facebook owns Instagram and if we want to do anything more targeted than a boost we will have to get involved in Facebook ads.
We can even choose to serve ads just to Instagram, so all your ad spend goes to your most valuable platform.
Even if we don’t make the choice, Facebook will start to weight its ads in that direction to get us the best possible return on your investment.
If we want to focus on Instagram, we should plan to create our ads to suit that platform e.g. square images, that will look good in people’s Instagram feed, with our messaging in the first line of the copy.
Facebook’s algorithm and its ability to target individuals based on their preferences – web activity (yes, it picks this up if we are signed in), Facebook searches, conversations and actions – has had lots of bad press recently. Love it or hate it, it is an incredibly powerful tool that allows us to hone in on our ideal target customer.
If we have invested time in creating detailed, thoughtful customer avatars or personas Facebook can help us find this audience.
Audience creation tools
Not only is Facebook’s algorithm there to help us, its audience creation tools are incredibly valuable. These tools allow us to pull together a group of people based on preferences, interests and web behaviour This ability to target audiences in such detail is second to none.
We can also create new, ‘cold’ audiences that look like the typical users of your website, or those who have purchased from us before. Hence, there would be no more guessing or investing huge amounts in market research to guestimate your average customer. Facebook ads can also be used to the parts of the population that look like your typical/most valuable clients and customers. This is adding some serious value to our targeting.
Nowadays, we do not send leaflets to everyone in an area hoping that some of them will fit the bill, or spending millions on billboards or TV. Now we can go straight to the people who look like our average customer and save time and money in the process.
Most cost effective
Facebook wants us to spend on their ads. We should understand that this is an important revenue stream for them, so they’re not giving you fantastic tools out of the goodness of their heart. If they spend our money and don’t get us the best possible results, we won’t keep spending with them. As such, Facebook will serve ads to the people most likely to get us the results that we are hoping for (depending on our campaign objective and audience selection).
The algorithm will look at our audience and serve ads to those that fit our target in the places that they engage the most. In the ad launch phase it will learn, from its testing, which people in the group are responding most positively. It will then seek out more people that match the target.
The ad metrics will also give us hints on which age groups within our audience are responding best, on which devices and on which platform. This is a great feedback for us to apply in future campaigns.
LinkedIn and Twitter are famed for known for being the go-to platforms for B2B audiences yet this same audience is active on Facebook. It is more likely that people visit Facebook more often and for greater lengths of time.
As we have brought out, we do need to invest in Facebook Ads. Let us wait too long as time is of the essence in the fast paced digital world of today. As we know, this is easily possible wherever you may be in the globe to reach out to all our potential customers.
In fact, even those we did not know about as Facebook does have a larger network and presence. This surely is worth exploring, is it not ?