You would have to be living under a rock these days to not know that social media is a must do for most businesses, large and small, and in virtually every industry and location around the globe. One of the most go-to social media tools is Facebook.
Facebook, like other social media options, provides a number of benefits for businesses. For one, it delivers an enormous audience. Worldwide, Facebook boasts more than 1.5 billion monthly active users—a 13 percent year over year increase. Of these, about 1.3 billion are active mobile users—mobile is quickly emerging as a market that can’t be overlooked. In addition to audience, Facebook delivers:
More inbound traffic to your website. The more people who come to your website, the more people who know about your products and services.
More quality links. Earning quality links is a great way to rank higher in search results.
More awareness and search queries for your company. After commenting on one of your Facebook posts, for instance, a user might decide to Google your company. Better yet, as Google sees increasing numbers of people searching for your company, they’ll reward you with a higher search engine ranking.
Better conversion rates. Social media is, well, social! That boosts engagement between your business and your customers and potential customers. People, ultimately, like doing business with other people.
Better customer loyalty. Companies that are able to engage effectively with their audiences are companies that have more loyal customers.
In addition to the value that Facebook can provide in terms of sharing posts and interacting with your audiences, Facebook’s advertising options also provide a powerful and, often very effective ways to target messages to finely defined audiences.
Advertising on Facebook is easy for you and your customers. From a Facebook ad, people can get directions to your store, could download an app, can view your videos, add items to a shopping cart or carry out other actions on your website. In fact:
- 75% of customers say they use social media as part of the buying process
- 47% of Americans say Facebook is the top influencer of their purchases
- 85% of orders from social media sites come from Facebook
That’s powerful stuff. But, while powerful, success is not as easy to achieve as some may believe. Fortunately, there are experts in the field whose experiences with Facebook have yielded some best practice ideas and opportunities.
Boostability, one of the top firms that Clutch has profiled in the categories of digital marketing agencies, web designers and SEO firms, works with clients on online marketing campaigns. They rely on and recommend some best practice principles for being most effective with Facebook advertising.
The most important question you need to ask yourself before advertising on Facebook is:
“Is your target audience on Facebook?”
Seems like a no-brainer kind of question but, because Facebook is such a major force in social media and does command a large audience, it’s easy to assume that your targets are among that audience. That’s not necessarily so. According to comScore (slide 11), the largest segment of Facebook users are 25-34 at 22 percent, the smallest segment are those age 18-24 at 16 percent (who are likely leaving the platform for newer options like Instagram and Snapchat as their parents—and even grandparents—enter what used to be a forum for primarily young people.
Think carefully about where you will take viewers
Once they view your ad and click on a link, where do you want your viewers to go? That may not be the home age of your website but, in many cases, a landing page specifically designed to deliver on the offer made in your ad.
Is your budget big enough to do a valid test?
The minimum daily spend for a Facebook campaign is $1/day or $30/month, but your minimum daily rate must be two times your cost per click (CPC) rate.
Know What Products & Services Will Work
Recognize that some types of products and services perform better on Facebook than others. According to a Salesforce Benchmarks Report (pg. 14) of Facebook ad performance and costs by industry, the lowest CPC rate is .08 for clothing and fashion, the highest .39 for deals.Move to Trash
Be aware that not all types of products or services can be advertised on Facebook; those that can’t include: prescription drugs; tobacco products; weapons, ammunition and explosives; and adult products or services.
Stay Up To Date
Keep your ads current and update them frequently. You have a great opportunity to test various elements of your ads on Facebook to determine what works best with your audience. Test things like the images you use, copy, calls to action and the audiences you’re targeting.
Finally, keep in mind that even if Facebook may not be for your industry or your products or services, social media in general is. There are many other social media options available—one or more may be just right for you.
This article was co-authored by Kelly Shelton, VP of Marketing & Channel Partners at Boostability.com and Tim Clarke, Research Manager with Clutch.co.
Co-Author Bio: Tim Clarke is the Research Manager with Clutch, Clutch identifies leading software and professional services firms that deliver results for their clients. Tim heads the SEO and PPC research at Clutch. You can follow Clutch at @clutch_co credit-n.ru
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