Answers for all the big questions people have about marketing on Facebook. This is the fifth in our “For Beginners” series, hitting all the major bases in online marketing.
What is Facebook Marketing?
It’s marketing. On Facebook. Any questions?
I’m sure you’ve got a few. Here’s a robust guide to give you the answers you need, no muss no fuss.
But let’s start with that question again, what is Facebook marketing?
Facebook, the world’s largest social media platform offers its users the ability to advertise to the almost 3 billion (with a B) people that actively use the app. Advertisers can make use of a well refined toolset whereby they can create and manage targeted campaigns, schedule and manage posts, keep track of key metrics and selectively interact with chosen demographics.
The features offered are in-depth, and varied. To help you quickly understand the gist of what’s on offer from Zuckerberg’s minions, we’ll break down the discussion into some of the most commonly requested topics.
Why is Facebook Marketing important?
As alluded to earlier, Facebook is home to over 2.89 billion monthly active users, making it the most popular online social networking platform. As of 2024, in consultation with advertisers the app will have been refining its tools to improve engagement with its users for two whole decades. Between the years of growth and accumulated industry experience, as well as the astronomical budget and cutting edge resources available to the software developers at Meta (Facebook’s parent company), Facebook represents the vanguard of available methods of online customer outreach.
There simply is no other social network as well established and widely used. By the very nature of its base product offering, Facebook has amassed an unparalleled trove of information on users, and it is this vast collection of information that businesses and individual entrepreneurs can easily access when creating campaigns on their site.
What are the benefits of Facebook marketing?
There’s a huge number of benefits, but let’s hit the high notes quickly with a list of the top 18:
#1 It suits any budget
Whether you have nothing but empty pockets and an internet connection, or thousands to spend, Facebook’s campaigns can be used to spread your message. Those new to the platform have multiple free options available to them such as the ability to post creative material, live-stream, create polls, schedule events, create promotional offers, put out ads for employment and more.
#2 Builds engagement
The platform allows businesses to create advertising with the specific intent of driving engagement, and sparking a conversation about your product.
#3 Off-platform sales driver
With the option for lead generation as well as integration with CRM (Customer Resource Management) software, interactions can be fostered and tracked off the platform, and offline.
#4 Encourage repeat customers
FB’s precision guided algorithms work to reach your target audiences time and again in the most addictive manner, to hijack and form purchasing habits that can benefit your bottom line.
#5 Social proof
Adding an FB link to your website opens the door to site visitors checking out your social media presence, and therefore the good things other people are saying about you.
#6 Go up against the big shots
The tools available to you are the tools available to Sony, Nestle, FedEx, Pepsi, and so on and so forth. Moreover, the lightweight and responsive nature of your smaller operation could mean that you can outperform larger brands in your niche via a clever use of available advertising techniques and rapid customer service.
#7 Pump up your blog
With a punchy video that hits the spot, accompanied with some thoughtful copy and a link to your blog, you can snatch the attention of those scrolling by and attract visitors to your own blog or website.
#8 Grow your email list
Using lead generation ads, you can specifically target the collection of emails to increase readership of your newsletters, opening the door to the creation of more warm leads.
#9 Reduce your cost per acquisition
Given that Facebook has no barrier fee to entry, you can start posting attractive copy straight away and pick up followers potentially without even spending a single cent.
#10 Increase brand awareness
With almost 3 billion active users worldwide as well as the option for “shotgun blast” style campaigns designed to get as many eyes as possible on your offering, the platform has what you need to rapidly increase public awareness of your business, whether locally or internationally.
#11 Boost sales, leads, revenue
Facebook has worked in consultation with the biggest players in every industry to surgically refine their strategic marketing products for businesses for almost 2 decades now. The result has been the creation of a world-class system for precision marketing offensives that can be deployed anywhere in the world, with tools that have been carefully curated to massively increase sales and leads, and therefore revenue.
#12 Increases referrals
If they have a mobile phone, they likely have Facebook. In the US, an estimated 71.43 percent of internet users access the app regularly. It’s where many people are first exposed to various online businesses via ads. Unique and entertaining or informational ads can drive conversations that lead to word-of-mouth referrals to your business.
#13 It’s super responsive
Like any social network, you have at your fingertips a platform that allows your business to quickly respond in real-time to customer interaction, to rapidly push out new messaging and handle any significant public relations matters in a timely fashion, as well as cull advertising that doesn’t meet desired performance standards before you exceed your budget.
#14 You can set limits on your budget
Facebook allows you to set absolute limits on how much you are willing to spend on ads, therefore allowing you to rest easy knowing that you won’t be fleeced, or terrorized when the bill comes due.
#15 Data analytics
Facebook provides users with “Insights”– a central dashboard that allows you to track viewer behavior and the performance data relating to your ads.
Facebook can be found on mobile and desktop, though admittedly this shouldn’t surprise anyone who hasn’t recently emerged from a primordial cave.
#17 Instagram integration
Through the Meta Business Suite, advertisers can manage both Facebook and Instagram accounts, as well as view data about key metrics.
#18 Integration with your website
Via Facebook pixel, companies can place code on their website to gather data and track conversions from FB ads that happen on their website.
Types of Facebook Marketing Ads
As well as videos and images, FB offers the ability to use visually engaging ads such as the following: carousel ads, collection ads, slideshows and lead generation ads. Each of the following ad types described has its own unique aesthetic and functionality.
Carousel ads allow you to show 2 or more images and/or videos in a single ad, each with its own headline, description, link and call to action. See example below.
Collection ads are found in the news feed and include a cover image or cover video accompanied by 3 or more product images. On mobile devices, when a user taps on a collection ad, they are taken to a full screen landing page, which Facebook refers to as an “Instant Experience”. An example of this can be seen below.
Slideshows are a simple video structure where a series of images are shown sequentially, with the option of added sound.
Lead generation ads draw viewers in with video and audio along with information about your products or services (and oftentimes discounts), while encouraging the user to submit contact information such as their name, email and phone number. As the name suggests, the purpose of these ads is to generate leads for the company to follow up and finalize sales, typically of more costly products or services.
Types of Facebook Advertising Campaigns
All paid advertising in Facebook falls into one of three categories:
Groups of adverts that are collectively aimed at a specific audience. Multiple audiences will require multiple ad sets.
The creative material (audio/visual assets including text, images and video) that you will post on Facebook, each with its own unique content.
A series of ad sets and ads designed to achieve a predefined goal, such as increasing sales, boosting email signups, or generating leads. Each campaign consists of one or more ad sets, each containing one or more ads.
When creating an ad campaign, Facebook will ask you to select what type of campaign you will be undertaking, offering you 11 different options, under 3 different headings: Awareness, Consideration, and Conversion. Each of these three groups represents one of the three critical phases of the sales process.
Awareness refers to the beginning of the sales process, when a customer is simply first made aware of your business’s existence, and your product or service is made known to them.
Consideration refers to the types of campaigns that aim to induce the customer to further think about your product and how it can address a particular need or want.
Conversion campaigns aim to cause the viewer to take a predefined action that is beneficial to the business. An obvious example is the completion of a purchase.
Let’s have a look at each of the sub-categories that users can choose from within these three categories:
Brand awareness campaigns are aimed at gathering a large number of impressions (views) from those whose interests align with your business. Facebook will display your ad in the feeds of the people that their data shows are likely to be interested in your brand.
Reach campaigns are all about getting as many people as possible to see your ads. These take more of a scatter-gun approach than the brand awareness strategy. If your goal is to get as many people as possible to see your ad, Reach is the option to use.
Traffic is the option Facebook provides for those simply seeking to drive more visitors to their website or landing page.
Engagement campaigns are focused on provoking as much interaction with your posts as possible. There are 3 engagement types that Facebook can optimize for: Post engagement, page likes and event responses. Engagement is a great choice if you are looking for social proof, to stir up positive discussion or to increase sign-ups for one of your events.
App installs is a fairly self-explanatory option. This campaign type encourages people to download your app by targeting those who Facebook thinks are more likely to do so. When somebody taps or clicks on your ad, they are immediately taken to the app store to download your app.
Video views campaigns target those most likely to watch your ad video. Facebook specifically targets those who will watch for at least 2 to 15 seconds or more.
Lead generation works by allowing you to add a customizable contact form to your ad, wherein you can ask any qualifying questions of your prospects to collect the necessary information to set up a warm call.
Messages is good for those looking for a chance to communicate with customers who may wish to ask questions before making a purchase or moving forward with their inquiry. In this type of campaign, those individuals are targeted whom Facebook believes are most likely to respond to your ad by messaging you.
Conversions is the best choice to go with if your aim is to attract visitors who are likely to perform a certain action on your website, such as adding items to a shopping cart, signing up for your newsletter, or completing a purchase.
Catalog sales is perfect if you have a lot of products and want to display potential consumers items based on their prior contacts with your company. To use this type of ad campaign, you have to build a Facebook catalog of your products. Facebook will choose photographs from this collection to utilize in your adverts.
Store traffic is for those looking for more foot traffic to their brick and mortar store locations. People within a certain radius will see advertising for the closest location on Facebook; this radius can be manually or automatically configured under your store settings.
The Parting Shot
While Facebook does an excellent job of appealing to newbies, there really is a great breadth of options for advertisers to explore within the feature-set of this social media juggernaut. Don’t be fooled by the simplicity of this article- Facebook stands on its own as a worthy and hugely predominant tool in the kit of online marketers the world over, and it would be a big mistake to overlook the potential for success that you could enjoy by learning to harness this oft-denounced platform.
Struggling to get your head around all of the ins and outs of online marketing? Feel swamped with all the options in front of you, and not seeing the marketing success you hoped for? We can help you with the execution of professional marketing strategy in a series of simple steps, get in touch here.
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