Facebook continues to change its news feed algorithm to reduce the reach of content published by brands, but this is no time to turn your back on the platform. With 2.2 billion active users, Facebook remains an important online platform for every brand.
As marketers, we need to understand the changes and adapt the way we promote our clients and business on Facebook.
Your Audience Is on Facebook
Facebook is one of the most widely adopted social media platforms. According to Pew Research Center, 71% of American adults are on Facebook. The numbers are large across all age groups, except the 65+ group. Since data was tracked in 2012, the number of users steadily increases year over year.
Facebook focuses on customer experience and being easy to use in a mobile-first world. Since it officially created a space for brands in 2007, it has continued to evolve the ways that marketers can engage with their audience.
Facebook Is Still Meaningful for Marketers
Opportunities for marketers include:
- Audience: 2.2 BILLION USERS
- ROI – Facebook ads are relatively inexpensive when compared to traditional print, radio or TV ads and are more targeted.
- Useful data via Facebook Page Insights
- Social Proof: Facebook is an important way people get and give recommendations
- Competitor research
Facebook allows your business to be available to people at a location where potential customers can engage with your brand and also see their network interact with you. This sets the stage for you to build strong, authentic relationships with them.
Start with a Solid Facebook Page
A Facebook Page, the business equivalent of a Facebook profile, is the central hub for a brand on the platform. Creating a Facebook Page makes your business discoverable in a Facebook search, allows you to connect one-on-one with interested people/followers, and gives you meaningful data to understand your audience.
Elements of a successful presence include:
- Fully populate all options on your Facebook Page to ensure users get all the information they might want.
- Build a following through personal invitations and engaging on the platform.
- Provide varied content, from events to Facebook Live video to offers and posts.
- Post unique and valuable content that is relevant to a target audience.
- Engage by commenting, liking, and demonstrating a willingness to use the platform for two-way communication.
By developing a solid presence and approach with these free Facebook opportunities, marketers position themselves well to successfully layer paid advertising to solidify and increase reach on the platform.
Get Attention with Paid Efforts
Brands don’t get good organic reach on Facebook. You have to pay to play, but it is worthwhile.
These are the basic ad types:
- Boost a Post
- Ongoing Promotion
- Promote a Business
- Promote a Page
- Get Website Visitors
- Get Contacts
Spend some time reviewing Facebook’s ad help documentation before you create an ad. There are helpful videos as well as an outline of each ad type.
Generally, Facebook is looking for ads to have great images and little text.
For all ad types, Facebook walks you through a wizard that asks about your objective and what you want to accomplish. Do your research ahead of entering the wizard, so you can make the best choices and have the right assets on hand.
Facebook will recommend a budget once you select a target audience.
Consider each ad a learning experience. Look at the ample metrics provided to determine who you reached, the best timing, and more. You will want to tweak your target demographics using the data from each ad to refine your reach and budget.