I’m not a huge believer in multi-platform, spammy approaches to media. In fact, as my weight loss relaxation tape keeps telling me, ‘Less is More.’ Many businesses are rightly abandoning Facebook in favour of the more public platforms, or chasing after Snapchat, Instagram or the other next best new thing. Before you write Facebook off entirely, hear me out.
A year ago I began a comedy night and used nothing but Facebook advertising to sell tickets. No organic Facebook posts, no tweets and no Instagram. Through targeted local advertising, I managed to sell tickets in advance for this monthly comedy event, and got over 500 likes for the page without posting organic content. How is this possible? Facebook’s algorithm hides over 90% of your pages organic posts, but the advertising functionality of this site has numerous advantages.
- Facebook advertising is more cost effective than Google Adwords, and unlike Adwords costs don’t spiral if your business becomes more successful.
- Unlike Twitter adverts, the click-through and conversion on Facebook is high. You’re more likely to make a sale, and the posting functionality means people can share, comment and boost your promoted content to help you along.
- 65 million businesses now have a Facebook page, and though it certainly doesn’t replace your website, a well-branded, thoughtful page can serve as a fantastic jumping-off point for advertising that works.
- Facebook Ads manager enables you to track and measure your campaigns in real time. I learned quickly about the audiences and preferences that worked best for my brand, and simply followed what delivered as a rule of thumb.
A few words of warning though. Bad advertising in a popular social platform does you untold damage, so choose your words carefully. One of the most helpful tools Facebook adverts manager gives you is ‘mobile view.’ Don’t bother with desktop – 85% of users access Facebook through their phone, so your advert needs to make sense on a smaller screen. Take time to amend and correct the buttons, link text and calls to action.
Facebook say that 77% of business-to-customer firms and 43% of business-to-business firms acquire new customers from Facebook. Well, they would. I say don’t bother posting organic content, but do bother with targeted advertising, because in my experience it works wonders.