Thanks to ongoing changes in Facebook analytics, fewer and fewer eyes are seeing your posts. What once started as a leveler in the playing field of marketing for businesses large and small is again making it harder for the little guy to gain traction in social media marketing. So is it time to redirect resources and start advertising on Facebook?
What Organic Social Media Marketing Gets You
According to an August 2014 article on VentureBeat.com, nearly 99% of organic social media posts result in zero engagement. However, all is not lost! The study referenced in the article found that data-driven posts, posted based on when target markets were more inclined to be online and active, received 25% higher engagement than scheduled posts. Thankfully, Facebook does provide analytics of when your followers are online, but this engagement thing is also a bit of a numbers game.
Facebook itself says that only 16% of followers are likely to see your posts — whether these are business are personal posts. They suggest that the trick is to post engaging content. The more engaged your followers are, the more likely they are to like, comment, and share, thereby expanding the reach of your posts.
So what is “engaging” content? Strive for a mix of direct marketing, informational links and information, and fun posts, such as pictures of your office staff, inspirational quotes, or silly comics. Pictures and videos lead the list of what most engages your audience, followed by questions and straight posts of information.
The Benefits of Advertising
Obviously, if you pay Facebook to put your posts front and center in prospects’ feeds, the likelihood that your brand will be seen increases exponentially. Because Facebook asks its users so much information and tracks all likes and clicks, the site has access to a tremendous amount of data. As a user, that might make you wary, but as a marketer, this is a demographic goldmine!
When creating your advertising, you can choose whom to target. You can boost posts to people who already like your page, as well as their friends, or you can choose your specific demographics. For advertisements, the same choices abound. You can literally choose to target people of a specific gender, city or region, marital status, income, education level, and interests. This also creates the ability to easily run A-B tests to determine what’s working in your campaign.
No matter your goal with your advertising efforts, the biggest consideration is being smart about what you choose to spend money on and how much money you’ll spend.
Be Smart with Your Money
Too often, entrepreneurs click on the “boost” button for a post that means nothing and will not convert. When advertising on Facebook — whether that is boosting a post or creating a full-blown advertising campaign — be smart and know what your goals are. Always include a call to action: like your page, buy your product, join your mailing list, or visit your website. If you don’t do that, you are throwing money away.
Facebook marketer Jon Loomer recommends budgeting $.50 to $1 per (qualified — very important) fan page like, $1 per email address, $.10 per click through to a website, with an overall cost of $30 per conversion. So depending on your goals with your Facebook advertising, you could be looking at a decent investment of your marketing dollars.
Create a Game Plan and Implement
As with any marketing effort, you should take your time to determine what is a good fit for your product or service as well as the audience you’re striving to reach. Avoid throwing noodles at the wall to see what sticks. Instead, develop a solid plan of attack and test to see what works best. If Facebook advertising is part of the considerations in your strategic plan, look at your budget, your goals, and your target market to see if it’s a viable fit.
The Grammar Doctors can assist with your content marketing, on social media and off. Contact us at 480-518-4462 to get started.