Advertising has changed considerably over the years. Traditional forms, such as print and radio are no longer as effective. Businesses now basically understand about reaching out to customers on social media. But simply having a Facebook Business page or a Twitter account isn’t enough. Small and medium size businesses need to take things a step forward, towards paid Facebook advertising and managed social media.
Facebook is perhaps the most effective platform for paid social advertising. For one, it’s inexpensive. As little as 5 dollars can yield a high Return on investment (ROI). As you probably know, It’s difficult for a smaller business to build a presence on social media organically, especially on Facebook. Post reach is very limited, especially if you have few “Likes” and fans. Essentially, Facebook is Pay to Play. If you’re a small or medium size business owner wanting to stay relevant amongst consumers, you’ll have to open your wallet in order to maximize your online presence. Below we’ve included a breakdown of one our clients paid vs organic post reach:
As you will note from the graph, paid advertising is much more effective than solely relying on organic reach. This particular client reached over 5K people around January 30th. Their organic reach, however, on average is far less. The content strategy was the same, the outreach was the same, the only thing that changed was Facebook opened the view spigot when the client opted to pay for it. Need we say more?
Within the first weeks of creating a business FB page, it’s probably a good idea to create an ad campaign as well in order to raise brand awareness. Using Facebook’s advance targeting systems, businesses can pin point their target demographic by location, age, gender, interest, income and even buying behavior to ensure maximized ROI. This is where a social media management and marketing team come into play, as business owners likely have other demands and are unable to invest all of the time required to implement an effective strategy.
You can also specify the objective of your ad campaign. Facebook let’s you select between options such as ‘Boost Posts,’ ‘Promote Page’ (Likes) as well as ‘Send People To Your Website’, all of which can be beneficial to businesses in their own way.
We cannot stress enough the importance of paid Facebook advertising. If businesses utilize the targeting features, Ads costing as little as 5 dollars can yield massive results. If you run a blind ad campaign, though, without taking the time to truly define your audience and target demographics, you’re just throwing away your money.
Smaller businesses that utilize Facebook Ads will profit in the long term. A consistent ad budget, along with a dedicated social media marketing team can maximize your dollars spent, insuring that you get the most out of your money. If you’re a businesses struggling with social media, don’t hesitate to reach out to us.