What are the benefits of Facebook Marketing
6 reasons why you should run Facebook Ads
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Placing advertisements is always associated with costs. Logical. But we live in a world where you can watch, try, read and download almost everything for free. It is therefore no surprise that many entrepreneurs decide against paid content on Facebook or other social networks. Paying for the marketing of a company or product when you can simply use the corresponding content for free on your own social media channels sounds very stupid, doesn't it? The content will spread by itself. I'm sorry we have to tell you that, but no, in most cases it won't.
Sooner or later you will find that it is almost impossible to achieve your set goal organically. That's because the average social media user is bombarded with around 1500 different types of content every time they log in. So you can certainly imagine why your post is not seen with the flood of content.
To make your content more visible, there is only one solution: You have to place ads. Are you still not convinced? Then we now provide you with six reasons why you should advertise specifically on Facebook.
Your target audience is on Facebook
Facebook has 2.23 trillion active users who have logged in at least once in the last 30 days. Of these, 32 million users are currently active in Germany. They also spend an average of 40 minutes a day on the platform.
Facebook ads are not expensive
We have already made it clear that it is very difficult to achieve your goal organically. Fortunately, advertisements don't cost a fortune. And the advantage of Facebook Ads: You can always limit your expenses to a certain budget. Compared to other platforms, the costs-per-click on Facebook are generally much lower.
Even with just one euro a day that you put into Facebook ads, you can reach an average of 4000 people per month. Including people who have never heard of you and won't buy anything from you before they hear from you. Sounds logical right? And let's be honest: Who of us doesn't have 30 euros a month left?
Facebook Ads help your business grow
Investing in social media marketing pays off (word game!). To prove this to the unbelievers among you, there are now two Success Stories for you:
HomeChef, an American meal kits company, wanted to test video ads with the aim of increasing their website conversions and attracting new customers. After consulting various agencies, they started their advertising campaign in Q1 / 2018 and targeted US adults over 25 years of age. In addition, they tested different types of videos, offers, and call-to-actions to determine which ad works best and encourage their target audience to buy. After only three months, HomeChef was able to increase its website conversion rate by 13% and reduce its acquisition costs by as much as 23%.
HomeChef aren't the only ones who have benefited from Facebook Ads. A Canadian online retailer for sustainable fashion called Tentree has developed a great new concept for itself: ten trees are planted for every item sold. In order to reach a larger target group, who then hopefully buy more products, which means that more trees can be planted (an eternal cycle), they use different types of ads. For example, they used carousel ads or dynamic ads to target people who are either interested in sustainable products or who are existing customers and lookalike audiences based on this customer list.
The rather impressive result: Tentree tripled its ROAS (Return On Ad Spend) and won 50 retail chains as new customers. This enabled them to create additional internal jobs, further increase company growth and increase the number of trees planted by 280 within one month. Ads can even protect the environment! Sometimes…
Facebook Ads can give your “maybe / maybe not leads” the final push
What better audience than people who already know you and who recently visited your website? No. That's why in most cases it's worth giving these people the last nudge using a retargeting strategy. In a figurative sense, of course. Because some people just need this to remember you and your products or services.
See it as a second chance after a first date that didn't end well at the time. The other person may still be interested in you, but the external circumstances just weren't right back then. The other person had a bad day, didn't sleep well and the food in the restaurant was pretty salty. Or to put it another way: Maybe the need for your product or budget was just not that great back then. Or your prospect was really just having a bad day. Who does not know that. With retargeting, you can show yourself from your best side this time in order to ultimately convince your target group of you and your product. And then it says: "Do you want to come in for a coffee?"
But let's be honest: not every first date has the potential to develop into a long-term relationship. Nor does every one of your website visitors have the potential to become a new customer. So the most important tip when it comes to retargeting is: Target your website visitors, but use your custom audience as a filter. This is how you can find the relevant target group for you from the large pool of visitors. For example, you can choose a specific location or age group to ultimately filter out the people who not only already know you, but are also most likely to buy your product.
Facebook Ads support your organic social media strategy
Over the years, Facebook has restricted the visibility of company pages, which has caused the organic reach of posts to decrease significantly. Most social media studies show that organic reach per post averages 2% across all industries. It's almost nothing. Every content creator's heart cries.
So you can have the super great mega-content, the best offers or the hottest event - none of this will organically reach the majority of your target group. So by investing money in your reach, you are “honoring” your content by allowing more people to see your super great mega-content. And your content deserves it. As the saying goes: honor where honor is due.
Facebook Ads give you the perfect opportunity to reach the people who are most likely to find your content relevant and share it. This means that your content will be visible to even more users without investing more money in your ads. Nice domino effect, right?
Facebook events, for example, are also very suitable for this effect. If you apply, more people are more likely to participate or at least click on "Interested". This in turn is seen by the contacts of these people, quite organically, and they may then also take part in your event. After all, you trust your friends. Mostly. And so your event finds its way from target person to target person to target person without having to invest a lot of money in your ad.
Another little tip: Promote the posts that have already performed better than the rest of your content. Because that shows that this content was already valuable for the small part of your fan base who saw it organically in the news feed. Because of this, the chances are higher that it will also be relevant to the rest of your target group, which you reach through Facebook Ads. And that in turn increases the chances of a lot of interactions on your post and a few new fans.
Facebook Ads let you find new target groups
After many, many attempts and also failures, you will hopefully find a target group that likes, shares and comments on your content like crazy. So what are you doing next? Quite simply: Find even more people who correspond to your target group and expand them accordingly. How do you do it? With the Lookalike Audiences from Facebook.
With this type of audience, Facebook uses your custom audience to identify the same qualities that the people in your target group have and uses these qualities to search for new people. People who are more likely to find you, your content and your products interesting.
Lookalike audiences can be easily created in the Facebook ad manager. All you have to do is select a custom audience as the source, such as your current customer list, your Facebook fans or a pixel-based target group, and Facebook will deliver your new audience to you.
This targeting option, while very advanced, is probably the most efficient at generating new fans or customers. In contrast to interest-based targeting, you can achieve better, controlled results with your lookalike audience through your original target group in the form of your custom audience. Sounds complicated, but it's true.
Ads on Facebook are incredibly efficient. There are many options, a long list of benefits, and ultimately, they are the best, most cost effective investment you can make. Social media advertising has become a fundamental part of any business strategy and it has never been cheaper to build a brand and let it grow. So if you're not running any ads on Facebook yet, what are you waiting for?
This article originally appeared on the SocialHub blog.
Translation and adaptation: Anna Maucher
GIFs: https://giphy.com/, images: editorial team SocialHub Mag
Cover picture: Anna Maucher aboutXan Griffin on Unsplash
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