Have you heard that ads on social media don’t produce results?
Or that, with the rise of other social media sites, advertising on Facebook is no longer worthwhile?
If that’s the case, reconsider.
The following are only ten reasons why you should include Facebook in your marketing mix, highlighting its main distinctions and advantages over other social media sites and digital channels.
1- Appeal to a Large Audience
Without a doubt, Facebook has one of the largest user bases for marketers.
According to Statista, Facebook had over 2.6 billion users worldwide as of July 2020.
This is more than any other social media site and possibly only second to Google’s search users.
Facebook’s audience is not only broad, but also diverse in terms of demographics.
You should be able to find your preferred audience profile on Facebook regardless of who your company serves.
Although 62 percent of Facebook users are between the ages of 18 and 34, the social media platform attracts users of all generations, with 38 percent of users aged 35 and up.
The fastest-growing age groups of Facebook users are the older demographic groups.
According to Pew Research Center, the number of Baby Boomers (born 1946-1964) on Facebook has steadily increased by double digits since 2015, while the number of Silent Generation (born in or before 1945) on Facebook has nearly doubled.
2- Business-to-business (B2B) and consumer-to-business (B2C) convergence
Have you heard that Facebook advertising is just for companies that sell to consumers?
Prepare to be shocked by how effective B2B campaigns can be run on Facebook.
Business leaders invest 74% more time on Facebook than the general public.
Since the B2B market is competitive, B2B marketers must be aggressive when using Facebook.
However, there is a fair chance of success if you use the right targeting, ad format, messaging, and off-Facebook user experience on your site.
B2B marketers should at the very least consider Facebook remarketing.
We also overlook the fact that someone who is a B2B target remains so after they leave the office or are online in between work engagements.
They are the same person. Remarketing to them on Facebook is a reliable way to keep your name in front of their minds.
Facebook provides the following targeting segments for attracting new users that are important to B2B needs:
- Employer name.
- Job title.
- Employment industry.
- Interest industry.
- Employer company size.
- Business travelers.
Creating lookalike markets based on an established email list, website users, or customer base is another B2B strategy worth pursuing.
Although this is not exclusive to Facebook and is now available on other sites as well, advertisers have seen it perform well on the site.
3- Full-Funnel Targeting with a Variety of Engagement Options
Facebook is probably the only digital channel that effectively caters to users at every point of their engagement journey.
Any marketing campaign will benefit from Facebook’s ad formats, targeting choices, and measurement capabilities.
It’s useful if a consumer is in the upper funnel, passively searching and just getting started with their study, or in the mood to buy.
Facebook’s sponsored posts, video advertising, and carousel ads are perfect ways to pique someone’s attention without being too overt during the awareness stage.
Users will not communicate with and will step on past your post if they are not in the right state of mind to even consider it.
If they are, this is your opportunity to surprise and entertain them with something that is highly visual, unforgettable, and demonstrates how your service or product can be useful.
The goal isn’t to demonstrate a lot of advantages.
The aim is to present something that will pique a user’s interest and encourage them to do more research when the time is right.
If you want to reach users in the middle of the funnel (i.e., in the consideration stage), Facebook has six different options.
To be clear, they not only allow you to engage users on Facebook, but they also allow you to push off-Facebook activities, such as users interacting with content on your website.
If getting people to think about your company is your primary aim, Facebook can be an excellent source of highly qualified traffic (or, if your business relies on app usage, to drive app installs).
Conversion campaign options would favour transaction-oriented marketers.
Use the custom buttons Facebook provides to improve your advertising.
Facebook has a variety of customised buttons to integrate into advertisements with a clear call to action to help tailor your ad to your specific purpose, depending on your industry and objectives (e.g., book a hotel room, make a purchase).
4- Openness with the audience
Although some programmatic networks have user targeting capabilities close to Facebook’s, Facebook’s audience scope is extremely transparent.
Your company has a high degree of control and accountability over the markets it targets thanks to self-selecting audience targeting.
Your Facebook fans are referred to as “fans.”
Users who are friends of your followers are referred to as “friends of fans.”
Users that meet the criteria you chose based on self-reported criteria (behaviours or interests).
Users who have already visited the site are referred to as remarketing.
Although other platforms will optimise your placements for you, segmenting your Facebook campaign based on these established audience clusters will allow you to gain insights.
In any case, a campaign can be successful.
However, you will be able to see which segment(s) performed best on Facebook, allowing you to make hypotheses and continue testing and refining strategies.
6- Psychographic Segmentation
The targeting capabilities of Facebook go far beyond demographics.
Demographics alone are increasingly proving to be a weak indicator of someone’s lifestyle or buying needs.
For example, not all millennials have high college debt or live in a way that suggests they have little disposable income.
Facebook’s targeting capabilities enable users to target people based on a variety of lifestyle factors such as interests, life events, habits, and hobbies.
This not only allows for more accurate targeting, but it also allows you to match your digital approach with your offline strategies, ensuring that the same behavioural standards are implemented across all of your marketing platforms.
Targeting Rivals is No. 6 on the chart.
Few solutions will allow you to target your competitors’ audiences.
You can’t target fans of other brands on Facebook.
You may also target users who have stated that desired brands are of interest to them.
This is focused on self-reported data, and it may or may not be up to date, depending on when a user last changed their settings.
Even so, if used at large, this can be a good technique for attracting well-qualified users.
By building a personalised group of users interested in 20+ well-known brands, one can easily reach thousands of people without having to pay for audience profiles that would otherwise be expected on other platforms.
7- A wide variety of ad formats
With ten different ad types, Facebook is the most diverse social media site in terms of ad choices.
There are a few choices for each stage of the target marketing funnel, with image and video advertising being the most common.
It’s worth noting that virtually all ad formats allow for some text and visual elements, giving you a lot of space to explain and promote your business.
Sponsored Posts is a useful ad format to know about, particularly if your company allows others to post to its feed.
Boosting a user-generated post on your feed would almost certainly lead to increased interaction from other users.
Powerful user-generated content often outperforms purpose-built advertising, which are more readily recognised as such.
User-generated content, on the other hand, is normal, and people are less likely to be offended if they see it.
8- Push Direct Traffic to Your Website
As previously mentioned, several of Facebook’s ad options enable you to drive referral traffic to your company’s website.
True, most people open Facebook with the intention of staying and browsing the site’s content.
However, if your advertisement is convincing and your targeting is precise, the user would be enticed to leave Facebook and visit your website.
9- Measurable Outcomes
Although this might seem self-evident, it is worth noting that Facebook allows for reporting on a wide variety of metrics. Many metrics are available depending on the ad format.
These range from acts that users may take before leaving Facebook (e.g., reach, ad engagements) to activities that take place outside of Facebook (e.g., conversions, revenue).
The only stipulation is that the Facebook pixel be mounted on your website.
Though third-party analytics monitoring can be used to report simple conversion metrics, Facebook relies on its pixel to automatically optimise campaigns.
Without it, Facebook will be unable to pinpoint the user profiles that transform the most, and will continue to display advertisements to the same demographic of users during the campaign.
10- Keep Your Current Audience Involved
One of the most significant advantages of Facebook ads is that it nurtures and assists in the growth of the Facebook followers and fans.
Although driving referral site traffic, interaction, and conversions is vital, it’s also critical to connect with and maintain your Facebook audience on a regular basis.
Consider your Facebook page to be your company’s second website – a digital extension of your company.
Some users will inevitably become less interested in engaging with you over time, just as they will with your web or any other offline presence.
They need to be reminded of you and given new reasons to think about you.
Users that leave permanently must be replaced by new ones.
No matter what the primary purpose of your Facebook advertisement is, it will still have the significant secondary advantage of increasing your follower base and giving your current fans something different to think about.
If your budget allows, you can run campaigns that are only for current followers on a regular basis.
Simply becoming a follower does not guarantee that you will receive any of the updates.
A funded advertisement targeted at fans does not guarantee that it will hit all of them.
However, it will allow you to get much closer, allowing users to check your profile more frequently.
These are the top ten features that set Facebook apart from other social media sites and digital networks.
Facebook’s ad platform, like theirs, provides user-friendly budget management software, near-real-time performance reporting, is open to any company of any scale, and can drive measurable results, including sales.
Finally, maintaining your Facebook presence has the indirect advantage of assisting your organic search presence.
Facebook ads can help you boost your social signals (shares, likes, and comments), which can help you rank higher in search engines.