Whether you’re an experienced marketer or a newcomer to the world of digital, one thing is unanimously clear: any brand, big or small, that is not marketing on Facebook is severely missing out on opportunities. Facebook advertising has long been a top-producer for leads for all modern businesses operating in 2017. Are you a small business with limited funds and resources? Even better news for you: Facebook ads are considered a “democratized” marketing channel – meaning Facebook helps level the playing field for smaller businesses with minimal marketing budgets. The only catch to Facebook marketing? You need to know how to do it right.
Here are a few reasons why you need to be learning how to utilize Facebook ads yourself – now.
1. Your audience is on Facebook (and so is everyone else) waiting to hear from you.
The sheer volume alone of Facebook users makes the platform an easy target. Want some numbers? More than 50 million businesses of different sizes have business pages on Facebook – and they’re not wrong to capitalize it. Years ago Mark Zuckerberg announced that more than 1 billion people log onto Facebook every single day – and that number has since increased. The average person spends approximately 28% of their day scrolling through Facebook – and nearly 40 minutes of that day is spent sharing and liking content. A quick scroll through any average Facebook feed makes one thing clear: Facebook has become so heavily dependent on the sharing and spreading of various pieces of content. Why shouldn’t your brand’s content be one of them? If not yours, it’ll be your competitor’s content that users will be sharing to their friends – and we certainly don’t want that. Take your piece of the Facebook pie – small businesses (finally) stand a chance at achieving the same exposure as large businesses with the right recipe.
2. The rule of good content applies equally to both small and large businesses on Facebook.
Meaning: you can get traffic and spread your brand on Facebook with the right content – just make sure it’s high-quality, creative, and shareable. While good content is not the only thing you’ll need to build your brand on Facebook, it is virtually impossible to do so without it. On a platform that continues to get increasingly competitive, with agencies popping up regularly that specialize exclusively in Facebook marketing, it’s important that your content is high quality and competitive. Videos, blog posts, and image-heavy posts are particularly successful on Facebook; text blocks (and anything with a lack of a visual element) have been notorious to be less successful on Facebook. Go big with your Facebook content: users are attracted to things that will make their friends stop and say “wait, what?!” Facebook rolled out their “reactions” or “emotions” feature for a reason: Facebook users want to react emotionally and respond to shared content – so don’t be scared to be bold with your content.
3. Paid Facebook ads are affordable for the average small brand.
The ultimate democratizer: Facebook ads are one of the most affordable marketing tools for your brand. A budget of as low as $50 can get your ad in front of more than 5000 Facebook users – and oftentimes more. Facebook continues to allow organic reach through your ad combined with paid reach, allowing you to continue reaching potential customers naturally and organically (instead of blocking off that organic component). However, be warned: depending solely on organic reach will barely benefit your brand. Facebook has been notoriously scaling back their “organic” capabilities for brands over the years, and it’s rapidly approaching bare minimum in terms of organic reach potential; paid ads need to be a prime part of your marketing efforts. Not an ads expert? That’s cool! Facebook also lets you control your ad spend budget, and optimizes it automatically for you so that your money is spent in the best way possible. Basically, their algorithms do all the hard work for you to make sure your ads don’t just reach high volumes of people but reach a high quality audience that is actually interested in engaging with your brand (a potential lead for your business!)
4. Get laser-focused with targeting: does it get any better?
One of the most impressive features to Facebook’s ad platforms is its targeting capabilities. Targeting the right audience is key to properly utilizing Facebook ads – and targeting is a huge reason why Facebook has been deeply successful for marketing for small brands. Maximize your small ad-spend budget by targeting the right audience – and feel free to get super specific. Facebook allows your brand to target its reach to the types of customers your brand appeals to the most: target by age, demographic, geographic location, gender, and interests. Want more specific? Facebook has you covered: you can even target an audience’s recent purchase behavior to market specifically to people who are active purchasers of products similar to yours. Facebook even allows you to target audiences according to life-events. If your brand designs wedding dresses, for example, Facebook allows you to specifically target people who have recently become engaged (on Facebook). Brilliant.
5. Remarketing: follow your audience where they’re going.
Remarketing is arguably one of the best features to Facebook ads execution. Remarketing is a technology which allows your brand’s ads to “follow” your customers: after they have visited your website or given you their email address and have left without reaching out or purchasing, your ad will be seen by them all over Facebook – as if they never left your website. Remarketing is powerful because it puts your ad in front of the eyes of an audience which has already engaged with your brand – half the work is done (getting your audience to notice you, and to become interested), and Facebook helps you with the other half. As people scroll through Facebook, watch videos, or click on various links, remarketing allows your ads to come back to them – with the hopes that they will (finally) come to you as a customer. Remarketing directly affects engagement and conversion: your pipeline of leads for your brand will thank you (and thank Facebook) for it.
Ultimately, there are a number of reasons why Facebook marketing needs to be a key component to your marketing recipe. However, though it comes with huge advantages, you lose out on those advantages almost immediately if you haven’t learned how to actually use Facebook ads.