It’s an undisputed fact by now that some sort of social media presence is necessary to build a business in today’s world. In past articles, we’ve discussed different strategies for engaging your audience on the various platforms, where to seek out specific demographics, and the essential requirement to produce helpful, interesting, and engaging content. Unfortunately, most of us will eventually come up against a limit of how much we can do on social media without investing money into advertising. As the various platforms have established themselves and found ways to monetize their networks, it’s harder than ever before to sufficiently reach your audience without paid promotions. If you’re paying attention, each week brings news of updates to social algorithms determining who gets to see what content, changes which often mean enhanced experiences for the users, but make a marketer’s work that much more challenging.
The good news is, even as social media platforms make it harder to increase your organic reach, advertising on social media is the most cost-effective option available to reach your audience. Facebook, in particular, offers a wide variety of options for every stage in the sales funnel. Even in the wake of the recent uproar over Cambridge Analytica’s use of targeting options, it remains the single most accurate way to reach your audience. Where else can you choose to send your advertising to males between the ages of 24-35, who are likely to respond to political information, follow baseball, and also like chocolate chip cookies (or some similar esoteric combination)? Obviously, the particular demographic combination depends on who your target audience is, but the point is, the ability to target information so specifically makes Facebook advertising hugely powerful. This means that just as we’ve discussed before, knowing your audience is where any successful marketing effort starts.
Assuming that you’ve already done the work you were supposed to in order to nail down your target demographic (you have, right?), the next step is to decide which form of paid promotion is the best option. The first question to answer is what you’re trying to accomplish with your advertising. Are you aiming for increased exposure/followers on your Facebook page? Choose Boost Post or Promote Page. Do you want people to visit your website in hopes of converting views into sales? An ad set designed to send people directly to your site is a great option. Have a big event coming up? You can target and promote your event page directly towards the people who would be most likely to participate. Currently, Facebook offers ten different options/purposes for what you want your advertising to do for you.
Now, let’s say you’ve decided to use Facebook ads to drive website
traffic and convert views into sales. A single ad campaign can jumpstart that process, but in order to actually effectively utilize the options, Facebook offers, a multi-step approach is ideal. First create an eye-catching ad set to broadly reach your target audience, making sure it’s appealing enough that they’ll want to click through to see more. Then, using the Facebook pixel allows you to track your website visitors and target them with a second set of ads containing information tailored to them. Once you’ve introduced yourself, and warmed up your audience, the process of converting them to customers through an unmissable deal is that much easier. Options like these are what makes Facebook advertising such an effective and powerful tool.
We know the learning curve for using Facebook advertising for your business or nonprofit may feel like a daunting task. However, if you are willing to invest a sufficient amount of time, it’s a great option.
Bio: Julie spent over eleven years in sales and marketing for a family business. In the fall of 2016, she transitioned to working with EasySocial, managing clients’ social media accounts. As the Customer Relationship Manager, she helps clients create a strong voice and effective strategy for their social media efforts. She can be reached at firstname.lastname@example.org