Ever since Facebook announced changes to their algorithm back in April 2018 it’s been getting harder and harder for businesses to get any organic reach on Facebook. In 2014 you could expect to see organic reach at approx 12% these days it can be as low as 2%.
For those of you who aren’t aware (where have you been?) Facebook’s algorithm dictates what content will show up in your news feed. Last year Mark Zuckerberg declared that Facebook would be moving back to showing meaningful content from friends and family as a priority. This made business owners blood run cold but there were things that could be done. Posting content that resulted in increased engagement, using video, joining community groups and of course paying for advertising. It’s this last one that I want to talk about today.
Here are my top 5 reasons why you should invest in paid for Facebook advertising
1. Everyone (or nearly everyone) is on Facebook.
Facebook is the leading social network site with 2.27 billion monthly active users and 1.4 billion daily users. It’s been estimated that users spend about 950 million hours on Facebook each day. That means the average monthly user spends 27 minutes per day in the app, and if you go by daily users, they spend about 41 minutes per day on Facebook. So how do you stand out from the crowd? The numbers of people/businessess investing in advertising has been increasing as well. In 2016 there were approx 3 million advertisers and in 2018 this had doubled to 6 million. Since 2013 there have been 16 million local business pages created.
2. Laser focused targeting:
Facebook is great at collating information about you. Advertisers are then able to use this information to target potential customers by their interests, pages they have liked, age, gender, where they live, and much more. In this way, you can be sure that you are delivering your ads to the people who are most likely to convert. So if your target audience is mums with school-aged children living in London with an interest in crafting you can target them based on these interests and more. But that’s not all you can also create lookalike audiences based on these characteristics or the characteristics of your website visitors or email lists. The options are endless.
3. Retargeting capabilities:
We’ve all been there, we decide we want a new pair of shoes, we have a little surf on the internet and suddenly our Facebook newsfeed is awash with ads about shoes. This is because savvy business owners have the Facebook pixel installed on their websites, they’ve noted that you’ve shown an interest in shoes and now they are serving you ads in an effort to tempt you to buy. Clever huh? This is one of the best things about Facebook, the ability to retarget your customers.
The cost of running Facebook ads is still relatively inexpensive, especially when compared with TV advertising. Also because of it’s targeting ability it’s not just about delivering ads to 500 000 people but delivering ads to the right kind of people who are most likely to take the action. You can also see whether an ad is delivering a good return on investment. It’s also worth remembering that you can turn off ads whenever you like and therefore you stop spending money.
5. Call to action:
The ability to add a call to action to your adverts is excellent. Not only does this help your viewer to take the action that you want them to take but you can also use it as part of a sales funnel. For example, if you run an advert with a CTA to learn more, the viewer may click on that advert to learn more and boom they are in your sales funnel. This means you can retarget them with another advert perhaps using subscribe now or buy now. In this way, the business is targeting an already warm audience and is more likely to get conversions.
These are my top 5 reasons why Facebook advertising could be good for your business but there are many others to consider. Book in with a free discovery call to learn more today