Facebook boasts of being the most widely used social media platform in the world today. With over 1.62 billion users a day, it is second only to Google’s search engine that receives 5.6 billion searches every day.
Ever since its inception in 2004, Facebook has morphed into something more than just a platform to share videos and pictures of family- it has become a powerful marketing tool. Although digital marketing veterans can attest to how useful Facebook is to reach their target audience, new entrepreneurs or the not-so-digitally savvy may still be in the dark about it.
How does Facebook marketing work?
Organic advertising: This method of brand promotion is more effective for pages with a significantly large following. The business owner creates a post and shares it on their page. The posts are made as a means to engage the pre-existing audience and not to attract new users. No money is paid for advertising.
Paid advertising: Using Facebook’s algorithm, your posts are shown to users likely to be interested in your brand, based on their user activity, demographic or personal information. After creating the ad, you set a budget then pay for it per click or for every 1000 impressions. Your ad is then published on the timelines of your target audience. Paid advertising is the most effective way to reach new clients on Facebook.
About Facebook Ads Manager
To simplify the process of creating, editing and monitoring paid promotions, Facebook introduced Facebook Ads Manager. This is an-all-in one tool that can be used by novices and experts alike to maximize their overall Facebook advertising experience.
The tool gives you a step-by-step guide (Guided Creation) to building, optimizing and uploading content depending on your marketing goals. As such, you don't have to be a marketing guru to understand how Facebook ads work. An advanced tool, Power Editor can be used to give more insights and metrics for bulk ad creation.
Now that you are acquainted with Facebook advertising, let's look at its benefits for your business. Here are 8 top reasons why you should invest in Facebook's paid marketing:
- Facebook ads are cost-effective:
For a long time, advertising was nothing more than a pipe dream for many entrepreneurs, especially those with small businesses and limited resources. With Facebook marketing, advertising has become more accessible and at reasonable rates- for a CPM as low as $7, reaching your target audience has never been cheaper.
- Facebook ads are highly effective:
No matter the goal of your marketing campaign, Facebook will help you meet it. This is because it gives you the option of setting objectives for your ad. Whether you aim to increase your following, improve your ROI or get more traffic to your page, the ad manager will fine-tune your parameters to fit your goals. For this reason, coming up with a solid marketing strategy is imperative, so your ad will meet your business' dynamic needs.
- You can reach your target audience:
The ability to customize your ad to suit your target audience is one of the major perks of using Facebook to advertise. It is so detailed that you can plan your ad down to the time you want it displayed. This customization feature ensures that your ad is presented to those you intended it for.
This is powered by Facebook's data collection system. It monitors how users spend their time on the platform, the pages they visit and their general interests. By showing your ads repeatedly to people who have the qualities of your ideal customer, they can be converted to clients.
- Facebook drives engagement:
As an entrepreneur, it is important that you interact with your audience to get their feedback on your posts. The likes and comments feature on Facebook is made for just that. Facebook makes it easy to respond to questions and concerns in real-time.
Engaging with your audience goes a long way in establishing and maintaining a connection. The more connected you are with your audience, the higher the likelihood of turning them into customers.
- People spend a lot of time on Facebook:
Scrolling through social media is everyone's favorite pastime. About 500,000 people register profiles on Facebook every day, and a total of 2.3 billion people use it every month. Done right, Facebook advertising can help you tap into this ever-increasing market.
Understanding the behavior of your target audience (what they like, when they log on, etc) can go a long way in maximizing the reach of your advertisement.
- You can monitor your ad:
Facebook Analytics allows you to track how your audience interacts with your content. This way, you can be able to know what works for you and toss out what doesn't. The data from analytics will help you optimize the content you put out, to improve the impact of your posts with time.
Since the modern consumer is fickle, you have to ensure that your content speaks to them, or else they'll lose interest in your brand.
- Facebook allows for remarketing:
Sometimes, you fail to convert some users. These are the customers that visit your website, look around but leave without purchasing anything. Through the cookies on your website, you can be able to trace these users on Facebook and try to convert them again. This is called remarketing. Because they are not new to your brand, remarketed users have a higher chance of becoming clients. Targeted remarketing ads on Facebook can help skyrocket your conversions if optimized to your audience.
- Facebook advertising cuts on costs:
Business spending is one of the major concerns that all entrepreneurs have in common. A significant percentage of that expenditure is usually directed at acquiring new clients. With Facebook marketing however, your spending doesn't have to be high. Since advertising is cheap but undeniably effective, you can cut your spending on other customer conversion channels you had been using previously.
Facebook advertising is a powerful marketing tool that is here to stay. When used correctly, it can drive up sales for both large scale and small scale businesses.
Using Facebook Ads Manager makes it possible even for inexperienced users to create content suitable for their target audience.
If you are yet to unlock the power of paid social media ads for your business, it is high time that you do.
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