How Spending Money on Facebook Can Help Your Business
These days, there is plenty of buzz around the prospects of using social media as a marketing tool. Most of the major social media platforms offer paid advertising services, whilst bloggers and media gurus assure you that it’s also possible to enlist social media as a free marketing tool.
To be sure, this is one of the most promising places to market your products and services – and there’s certainly plenty of possibility on both paid and unpaid fronts. However, it’s probably safe to assume that the majority of business operators aren’t reaping the full rewards of social media.
To illustrate this point, we’re going to look specifically at Facebook and the role that it can play in a digital marketing campaign. As you’ll see, there are several compelling reasons to consider stepping up your social media marketing efforts and considering a paid campaign.
Organic Reach: When Facebook Marketing is Free
First and foremost, we should pause to consider the free marketing benefits of Facebook and other social media platforms. If your company is active on social media – making legitimate posts and interacting with your customer base – then it will gradually amass a base of genuine followers.
Once you have those followers, the free marketing can begin. Theoretically, anything that your company posts on its Facebook page has the potential to show up in its follower’s newsfeeds. Likewise, anyone who intentionally visits your company’s Facebook page will see these posts.
But it’s important to realise that theory and reality are not always one and the same. Those who have ‘liked’ your page may also unfollow it so that they don’t receive updates in their newsfeed. And even those who do follow your page aren’t necessarily going to see every post. In fact, by some experts reckoning, the organic reach of a post could be as low as 2%. Facebook itself acknowledges this, though they settle on a slightly higher (but still ultimately dismal) average reach of 16%. And that’s without even considering the missed potential for those who have never heard of your brand or product.
In other words, posting to your business’ Facebook page is a legitimate means of getting some free marketing, but it offers decidedly limited reach. The good news is that you can significantly increase this reach by paying for marketing services.
What Makes Facebook Advertising So Attractive?
There are many reasons to consider paying Facebook for marketing services. To begin with, the sheer number of active users on Facebook is staggering to say the least. In the first quarter of 2016, Facebook had more than 1.6 billion active users each month. That’s an absurdly high number, so it’s safe to say that a significant percentage of your target customers are active on Facebook, where you can connect, communicate and otherwise engage with them.
But the extent to which you can segment your target audience is also incredible. When you pay Facebook for marketing services, it’s easy to select who views your ads. For starters, you can narrow down your target audience according to the following variables:
- Location
- Age
- Gender
- Friend connections
- Relationship status
- Languages spoken
- Education
- Workplaces
And that’s just the beginning. You can also filter your target audience according to their various likes and other preferences that they’ve made publically available.
Facebook also offers plenty of advanced marketing tactics. For example, you can make use of Facebook retargeting to connect with people who have previously visited your website. Those who meet the criteria will see more of your ads as they’re using Facebook.
Furthermore, it’s easy to apply A/B testing with Facebook advertising to see which ad variations are converting the best. This makes it easy to determine which tactics are producing the greatest ROI, so that you can focus only on strategies that work for future campaigns.
Making the Most of Facebook Marketing Requires an Expert’s Touch
The problem is that setting up an effective Facebook marketing campaign is difficult. Really making the most of this opportunity requires plenty of experience and a deep understanding of how to properly craft and implement a digital marketing campaign. This is where Roobix can assist.
Facebook ads come in several different varieties. Some are intended to promote your page and pursue ‘likes’ or followers. Others are designed to drive traffic to your website by – for example – funnelling users to a new blog post. Or an ad might generate buzz for a product or service through offers that users can redeem for discounts, freebies or special treatment. When you hire Roobix to develop and manage your Facebook advertising campaign, we’ll work with you to determine which combination of ad types is best-suited to your situation.
We’ll also devote plenty of attention to analytics and testing to ensure your campaign is achieving its maximum potential. Facebook’s marketing tools are versatile and incredibly useful, but really tapping into their power requires experience. With Roobix in the driver’s seat of your campaign, you can rest assured that you’re making the most of this opportunity.
Let Roobix Manage Your Facebook Advertising Campaign
One of the most refreshing things about using Facebook as a marketing tool is how affordable it is. You can precisely control how much your company spends on a daily, weekly or monthly basis – ensuring that you spend only that which you can afford without ever going over budget.
Roobix’s campaign-management services are also competitively priced. In this sense, getting your marketing message in front of a massive (yet highly targeted) audience has never been so affordable. Indeed, this is a great time for small and medium-sized businesses, as the playing field is more level than ever.
This is, without a doubt, the most attractive role that social media platforms like Facebook play in the world today. Every voice is more or less equally weighted, which means that companies of any size have a chance to let customers know what they have to offer. In that sense, it’s a great time to be at the helm of a small business.
