You might already be aware of the fact that as a business, it is essential to be on social media. Factual data and numbers don’t lie. The appeal of social media is huge. On Facebook alone, you’ll find over two billion people who are using this social media platform. For a small business or a big-name brand, this could mean that your ideal customer or your entire target audience can be found online. Having a solid Facebook marketing strategy will also open to doors to spreading word about your business to a larger audience.
In this post, you will get to know the reasons why merely posting to Facebook isn’t enough and how paid ads will help take your marketing efforts up another level even more so during the post-COVID world.
Why posting cannot be your only Facebook marketing strategy?
If you are simply posting on your Facebook page, you are not tapping in to the full potential of what the platform can do for your business. Here's what you might be doing wrong!
You either post too rarely or too often
The rate at which you post on your Facebook page will have an impact on the social reach of your page. In simpler words, if you post too few times or too often, your Facebook social reach will likely go down. This algorithm works differently depending on the type of page you run.
Based on research, there is a difference between media pages and brand pages when you consider post frequency. Brand-focused pages aren’t given enough freedom in terms of post frequency.
You aren’t able to focus enough on engagement
When you’re running a Facebook page, it isn’t enough to merely post about your products and services. Think about it – if you’re a new customer, would you be willing to engage with a dull, basic page that mentions only products and services?
No, right? But imagine if you the page had posts advertising exciting deals and discounts on different products and services, the reaction will be different. You should make it clear that the offer is limited as it’ll increase the sense of urgency among potential customers and you will get better engagement.
Also, make sure that your posts have a neat CTA (call-to-action). A link to the landing page or any other article on your website will be a great way to drive better audience engagement.
You cannot target the right audience
Usually, this happens only if you aren’t branding your page the correct way. Visitors need to be able to understand what your page is all about, what you’re selling, or what you’re promoting the moment they land on your page.
Else you will end up with visitors you can’t engage with as your target audience doesn’t share the same interests as you.
How paid ads and Facebook for Business are critical for Facebook marketing strategy?
Instead of just posting on Facebook, you can start investing time and money on your Facebook for Business page as advertising there will boost the efficiency of your digital marketing channel.
Facebook for Business is more than just about making sales. It is about developing a connection with your customer. The problem is that the ideal customers are flooded with updates from family, friends, and other business pages they follow. The updates are constant, loud, and it can shut off your marketing efforts.
One of the ways to connect with your audience would be to optimize your Facebook strategy.
An effective way to break through the noise would be by advertising on Facebook by posting paid ads. On a Facebook business page, you’ll get access to all sorts of tools like ad creation, page insights, and more.
Now before you start throwing away your money on paid ads, you’ll need to analyze your marketing goals, your capabilities, and your customers.
Paid ads based on your Facebook marketing goals
As Facebook for Business allows you to post multiple types of ads, you must understand your marketing end goals. For example, if you’re looking to convert followers into customers, you should use a lead generation ad. But if you’re looking to drive more traffic to your website, you should use a Facebook Carousel ad as it includes multiple descriptions and photos. If you’re trying to build awareness for your brand, boost one of the normal posts as it’ll be an effective move. Thankfully, Facebook is helpful to business page owners as it makes them understand the use of different ads, all the components of those ads, and the goals those ads will help them achieve.
Before you begin your Facebook marketing strategy, it is important that you sit down and define your marketing goals. Your ads shouldn’t just be about achieving short-term objectives. Instead, they should be a part of large, multi-channel campaigns that’ll help you deliver a cohesive message to your customers.
Paid ads based on your ideal customers
It is important to talk about ideal customers because there is value in knowing who you’re talking to and what you’re trying to sell them. If you understand your ideal customer, you’ll be able to choose paid ads that they can connect with. For instance, if your ideal customers have a dominant driver personality, posting a Facebook carousel ad that features multiple photos will likely not resonate with them since they won’t have enough patience or time to flip through the pages. They will better connect with boosted photo posts and it will catch their attention.
Paid ads that connect with your target audience and make an impact
The thing about these ads is that they’ll work as long as your creativity is incredible. If your creativity is flat, the results will be flat. You cannot use a random sentence you come up with, or a stock photo, or any non-existent strategy. Instead, you’ll need to create a marketing strategy that includes paid advertising. In case you’re using ads as a standalone strategy, you’ll be more likely to fade into the clutter your audience already deals with every day.
Incorporate paid ads into a long-term strategy as it’ll help you connect with your target audience on a different level. Instead of being something that would normally be ignored, your ads will catch the attention of the audience and you can be the solution that your audience is after.