As a modern marketer, it’s tempting to get swept up in the whirlwind of marketing tactics that everyone else seems to be using. From video creation and blogging to email marketing, search engine optimization (SEO), list rentals, guerrilla marketing, and even cold calling, the possibilities seem endless. However, the truth is that we can’t do everything. It’s crucial to prioritize and focus on specific channels that we’re passionate about. Spreading ourselves too thin across multiple platforms will only dilute our efforts and reduce the chances of seeing a significant return on investment.
That being said, one undeniable force dominates modern society: social media. We all experience this firsthand, constantly checking our Facebook, Instagram, and Twitter feeds throughout the day. And guess what? Your customers are doing the same thing. While this is not surprising, it doesn’t mean you should be investing in every social platform under the sun. However, there’s one social network that all marketers should prioritize: Facebook. Still not convinced? Let’s explore five compelling reasons why Facebook deserves your attention. MORE: Does Facebook Advertising Work?
#1: Your Target Audience Is on Facebook
Facebook’s user base is larger than the population of China! With a staggering 1.49 billion users globally and 22 billion ad clicks annually, Facebook offers businesses an unparalleled advertising opportunity. Your audience is undoubtedly present on this platform; it’s just a matter of finding them (which we’ll discuss in reason #3). If you’re still skeptical, revisit those impressive statistics.
#2: Facebook Ads Are Budget-Friendly
Seriously, they’re practically free! Okay, not entirely free. The reason advertising is essential is that relying solely on organic reach for your business page won’t produce significant results. The graph below highlights the decline of organic reach – your posts simply aren’t reaching your fans’ Facebook newsfeeds as they used to:
The good news is that Facebook ads are incredibly cost-effective compared to other online marketing channels. For example, Brett McHale, Paid Acquisition Coordinator at nexus-security, managed a Facebook remarketing campaign for his sister’s small business and successfully reached 200 website visitors with a mere $5 daily budget. That’s impressive! If you’re working with a limited budget, simply set realistic daily spending limits to stay within your means. “The question isn’t how much Facebook costs, but how far your budget will stretch,” says Brett. “Approaching Facebook advertising with a clear strategy and focus will reveal its remarkable cost-efficiency.” The following graph from Brian Carter’s Moz article speaks volumes. When it comes to cost-per-thousand impressions, Facebook outshines all other channels, both online and offline:
“Investing just $1 per day on Facebook ads can put you in front of 4,000 people who wouldn’t have seen you otherwise,” says Brian. “If you can’t afford $30 a month, you might want to reconsider being in business.”
#3: Facebook’s Targeting Capabilities Are Exceptional
Besides offering a diverse range of ad formats, such as video ads, Facebook provides an astounding level of granularity with its targeting options. You can literally target individuals like Obama or the Prime Minister of France. Whether you refine your audience by behaviors, interests, demographics, connections, age groups, languages, or locations, Facebook allows you to drill down and layer these parameters to eliminate unqualified clicks. Location targeting, in particular, is invaluable for local businesses advertising on Facebook.
#4: Facebook Effectively Nurtures On-the-Fence Leads
Still unsure? Consider remarketing on Facebook using custom audiences. This strategy is highly effective because it targets individuals who have previously visited your website, indicating some level of interest in your products or services. If you’re already using paid search, leverage the “Savvy Social Stalker” hack. This technique involves retargeting your non-converting PPC leads with Facebook ads, giving them an extra nudge.
#5: Facebook Simplifies the Process of Finding Qualified Leads
Once you’ve identified a high-converting audience, you can replicate it. Seriously! The “lookalike audiences” feature lets you clone your custom audiences, enabling Facebook to reach new individuals who share similar characteristics and are more likely to be interested in your business. You can create lookalike audiences based on conversion pixels (such as those from your paid search campaigns), mobile app installation data, or simply your Facebook page fans. Further refine your lookalike audience by specifying size and targeting criteria to ensure a precise reflection of your ideal customers. “This method eliminates the guesswork from user acquisition targeting, ultimately driving revenue growth,” states Julianna Casale, Content Marketing Manager at Nanigans. “Wine ecommerce company Club W achieved a 5X revenue increase by combining their video ads with Lookalike Audience targeting.” If you’re ready to outperform your competitors, embrace the power of Facebook. It’s not as intimidating as it seems! To get started, check out these 8 Best (Free!) Facebook Ads Courses for Each Learning Level. This post was originally published on socailmediatoday.com