Why Advertise On Facebook
In my previous blog What The Facebook Algorithm Changes Really Mean, I noted the new changes will see a more engaged Facebook audience – which is a good thing, especially for Facebook Advertising.
Advertising has always been about building brands through great content, and with the new algorithm, Facebook is making sure this rule sticks. Facebook offers one of the most targeted and cost-effective, forms of advertising – especially when compared to traditional forms of advertising such as print, radio, TV and billboards.
Facebook Advertising works hard to
- target previous customers, website visitors, and specific demographics
- increase your touch points with your audience
- boost brand awareness, and
- generate leads and sales
These are great results, but if you’re still asking yourself Why Advertise On Facebook, all your reasons are here.
Everyone Lives On Facebook
A bunch of brand new and shiny apps and platforms might pop up and be the latest trend, but Facebook is well and truly here to stay. Your customers - and competitors – local and worldwide, spend their time on Facebook.
Here are some stats:
- 1.55 billion people log onto Facebook every month
- 1.39 billion visit by mobile
- The average user can spend up to 40 minutes sharing and liking content per day
- Facebook users Like more than 4 million posts, posting comments, status updates and photos every minute
The people you haven’t reached are your future customers and audience. Facebook Advertising will help you reach the right audience - do all that you can to connect with them.
Facebook Advertising Is Mobile
Mobile is the future. With 50% of all internet users on mobile and over 80% of Facebook users accessing Facebook from a mobile device, Facebook continues to be one of the largest mobile applications. As long as you optimise all your Ads for mobile, you’ll effectively reach a huge audience.
Facebook Advertising Gives You An Edge In Business
As long as your ads are relevant and the content is great, your Facebook Advertising campaign will perform well. Facebook has made it all about you and your audience. Facebook is even nice enough to level the playing field - unlike Google Adwords, where the big corporates drive up the cost of advertising.
Content Is Still King
Content has always dominated marketing and advertising. And brands and businesses will always try to reach customers where they spend the most time: today, it’s online. So as Facebook returns to being a social network platform, emphasis is restored on content as the #1 way of connecting with your audience and customers. Because, content rules.
The Most Targeted Form Of Advertising
Facebook’s targeting capabilities are truly astonishing. If you know the profile of your ideal customer and audience, Facebook can target them through behaviour, interests, demographics, connections and age ranges.
But we can take it to next level and
- target through recent purchase behaviour and life-events
- use custom audiences to develop leads and build loyalty and your database, and
- create audiences that look like your own current targets, through Lookalike Audiences
Hand in hand with your Facebook Pixel, you’ll be able to apply behavioural and demographic filters to your audience and use Facebook Ads to target people who
- are interested in your product through behavioural and interest targeting
- recently checked out your brand through retargeting,
- can afford to buy your products through demographic targeting
The Cheapest Form Of Advertising
Facebook organic reach is dead. That’s the bad news. If you plan to adapt a social strategy into your marketing plans, you will still need Facebook Advertising to grow your community and promote your posts to more people. The good news is you don’t need a huge budget for your Facebook content to reach an extraordinarily large number of people. For $50, you can reach up to 10,000 Facebook users - and be selective about who you reach too. You can be the master of your domain and set a daily or lifetime budget to increase or decrease at any time.
Increases Brand Awareness
Facebook significantly promotes your brand, and the more familiar your brand or business is to your audience and customers, the more likely they will connect with you to purchase.
Increases Website Traffic
Facebook Advertising boosts traffic to your website through click campaigns, shareable content and blogs. With a great call to action in place, you can generate sales or use your blog to establish you as a thought leader and expert in your field to forge a deeper connection with your audience. The more connected they are to your business, the more likely they will buy.
Fast & In Real Time
It’s the fastest way of driving traffic and making sales, all in real time.
As soon as you push your Ad live, you start reaching thousands of people. You can also look at your campaign in real time, and if you are unhappy with the results, make changes. This isn't possible with traditional advertising where once you’ve launched the campaign, you have to roll with it. With Facebook Advertising, you can cut your losses and change it up.
Unlike traditional forms of advertising which relies on the potential and frequency of reach, there is no guessing with Facebook Advertising. The results are available through the number of impressions, clicks and conversions right there on your dashboard. Your Facebook Pixel installed to your website takes tracking to the next level.
Facebook Ads Qualify Leads For Sales
Facebook is not a fairy tale. Facebook Advertising turns your visitors into customers by driving leads through a great ad to a landing page for a sale.
Drives Offline Sales & Repeat Business
If a customer buys from you once, you’ve established a connection where they’re likely to return and buy from you again. You can continue to import your customer’s email addresses into your Facebook Advertising campaign to advertise directly to the audience likely to buy from you - and their friends, and others with similar interests to them too.
Through Likes, Comments and general interaction, you can build engagement with your target audience, leading to social credibility – all indications of a strong connection with your target audience. The more engaged your audience is, the stronger your connection is with them. And as we know, connection means trust, likely leading to a sale.
Increases Word Of Mouth & Referrals
If your Ads are reaching the right people, they are likely to share it with a friend for the ultimate in word-of-mouth and referrals. There is genuinely nothing more influential.
Builds Email Lists
Facebook can drive your email marketing. You can capture email addresses through Facebook Lead Forms or drive your audience to a form on your website.
The digital world of social media and google is intimately connected. Search engines rely on social signals - based on people’s recommendations through Likes, Tweets, Comments and general engagement of your social media activity - to rank websites and influence your SEO ranking.
The Game Changer: Remarketing
Facebook Ads can continue to engage your website visitors even after they’ve left your site, used your app or subscribed to you through remarketing. Remarketing uses technology to reconnect (definitely a much nicer word for 'stalk') while they browse elsewhere around the internet. People will continue to see these Ads when they visit or shop on other websites, use other social media, watch videos, use other mobile apps, or search on Google. Remarketing is an incredibly powerful way to grow your business.
- Social remarketing can triple your engagement rates and double your conversion rates
- Remarketing is best used for sign-ups, sessions or downloading collateral
- Retail can also use remarketing to combine with Facebook product ads
Your Competitors Are Using Facebook Advertising
If your competitors are using Facebook Advertising, you’re making it easier for them if you’re not. With so many of your customers – current and future – spending time on social media, you need to include it in your business marketing plan.
These are all great reasons, but just like any other advertising campaign, Facebook requires – and deserves - a properly thought out plan of delivery and optimisation. And this is where I come in.
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