Facebook. It’s the King of social media and for good reason. The average person spends 28 percent of his or her time online on social networks — or 1.72 hours per day, according to Inc Magazine. And with 1.8 billion monthly active users, that’s a huge opportunity for your business’ advertising strategy!
So how do you convince your boss that you need to jump on the social media train with the other 2 million advertisers?
It’s Cost Effective
Let’s face it, posting once or twice on your business’ Facebook page isn’t going to reach anyone. In fact, only 7% of people actually see organic (non-paid) posts. And that’s if you have a decent following.
Facebook ads, on the other hand, reach more than just your current followers (more on that next!) They’re not going to break your advertising budget either. For as little as $1 a day, you can make a real impact. According to Moz, by spending $1 per day on Facebook ads, you have the chance to get in front of about 4,000 people that wouldn’t have seen your ad otherwise.
Audience Targeting is Incredible
Your targeted audience can now include more than just typical demographics like age, geography and gender. You can target an audience like: “50-65 year old conservative males living in Kansas City who make over $120,000 a year, enjoy water polo and typically upload many family photos to Facebook.” Pretty valuable, right?
Facebook audience targeting also allows you to create a “Lookalike Audience,” people who are similar to your past customers, people who interact with your Facebook page, or your website visitors. This audience is valuable because Facebook finds similarities among your best existing customers and fans for you.
You Can Easily Remarket
Remarketing is all about staying in front of people who have interacted with your brand or business before, but have not converted. By using Facebook’s new Pixel, a conversion tracking code placed on the backend of your website that tracks actions taken by visitors, the remarketing potential is huge.
One powerful example of how the Pixel can be used for remarketing comes from Adespresso. You could create a Facebook Custom Audience of all the people who have visited your Pricing page and target them with another ad that offers them a small discount – maybe it was the high price that made them leave your site. Another tactic you could apply is to give those people a short-term free trial or offer them a product sample.
Results are not a mystery with Facebook advertising with their robust analytics tools. Track conversions, clicks, lead form submissions, offers claimed, video views, split tests, overall performance and, most importantly, budget spent.
If you start your advertising campaigns but choosing the right objective, whether that’s brand awareness or website visitors, you’ll be able to use Facebook’s data to your advantage. Adespresso says, “Use every campaign as a learning opportunity. What worked and what didn’t? This is the only way your ads will get you the results you want.”
It’s Already Affecting Your Business More Than You Think
Often, a business Facebook page is like a second website. Meaning, your Facebook reviews are often just as important as your Google reviews. If you’re engaging your audience and regularly offering them value, such as coupons and event updates, the more people will want to be a part of your brand. Show some personality and it will pay off.
Google also ranks websites higher that are seen as a credible and authoritative. One part of this determination is your social influence, or your engagement, shares and relevance. By sharing valuable content containing your keywords in a natural way, Google will rank your website higher. As they say, Content is King, and Google agrees!
Facebook is one of the most accessible advertising platforms available today. That may explain why 93% of marketers now use Facebook advertising regularly. Think that’s enough to convince your boss? We think so too!