As a modern-day marketer, I get how easy it is to get caught up in the hustle and bustle of what every other marketer is doing. Whether it be creating videos, blogging, email blasting, search marketing, SEO, list-renting, guerrilla marketing, or even cold-calling your prospects - the options are endless.
But the reality is that we can't do it all. We have to choose which channels to put our heart and soul into, because if we only give a fraction of effort on each platform, the chances of seeing a successful return become equally slim.
That said, there is one force dominating modern-day society: social media. We all know this because you (like me) likely check your Facebook, Instagram, and Twitter feeds several times a day. Well, guess what? Your customers do the same. This isn't surprising, but it also doesn't mean you should be throwing all of your spend into every social platform out there. Yet, there is one social network that ALL marketers simply cannot ignore, which is Facebook. Don't believe me? Well, check out five reasons why you should.
#1: Your Audience is On Facebook
Facebook has a user base larger than the population of China. With 1.49 billion members worldwide - and 22 billion ad clicks per year - Facebook provides the largest advertising opportunity since search. So yes, your audience is on there somewhere - it's just a matter of finding them (which I'll get into in reason #3) - but if you have doubts just re-read those stats because they're quite telling, my friend.
#2: Facebook Ads are Cheap
Seriously, they're practically free. Well, not quite. In fact, the reason you need to advertise is because getting traction from organic activity on your business page likely won't yield results. Just take look at the graph below, which unfortunately proves that the days of organic reach are long gone:
On the bright side, seeing from experience that advertising on Facebook at WordStream as well as from several conversations I've had with WordStream customers, Facebook ads tend to cost a fraction of the cost of other online marketing channels. For instance, WordStream's Paid Acquisition Coordinator, Brett McHale, ran a Facebook remarketing campaign for his sister's small business and was able to reach 200 people who visited her site by spending just $5 per day. Pretty impressive.
If you're strapped for cash, just ensure that you set reasonable daily Facebook budgets to ensure you don't exceed what you're able to spend.
"It's not a question of how much Facebook costs, but how far your money will go," says Brett. "If you go into Facebook advertising with a clear focus and follow a simple strategy, the cost-efficiency of the platform will astound you."
The graph below from Brian Carter's Moz article really says it all. In terms of cost - Facebook far surpasses all other channels (online and offline):
"If you spend $1 per day on Facebook ads, you'll get in front of 4,000 people that wouldn't have seen you otherwise," says Brian. "If you can't spare $30 per month, you shouldn't be in business."
#3: The Targeting Capabilities of Facebook are Exceptional
The level of granularity you can get with Facebook targeting is often beyond belief to me. You can literally target President Obama or the Prime Minister of France. Whether it be by behaviors, interests, demographics, connections, age ranges, languages, or locations, you can dig pretty deep with these targeting capabilities, and layer them upon each other to ensure you're getting rid of any questionable, out-of-market clickers.
#4: Facebook is an Effective Channel to Push On-the-Fence Leads Down the Funnel
Still nervous? Try out remarketing on Facebook through custom audiences. This strategy works wonders for marketers because remarketing works by targeting an audience that's already visited your site, and is therefore more likely to be interested in your products or offerings at some level. If you're already doing paid search, try out "The Savvy Social Stalker" hack. With this technique, you'll give your PPC leads a push by remarketing to the non-converters via Facebook ads.
#5: Facebook Allows You to Find New Qualified Leads Easily
Once you've found an audience that converts like crazy, you can clone them. I kid you not. The feature is called "lookalike audiences" where you can take a custom audience and Facebook will reach NEW people who are similar to that audience and therefore also likely to be interested in your business.
Lookalike audiences can also be built with conversion pixels (for instance, the conversion pixels from your paid search ads), install data from mobile apps - or simply from fans of your Facebook page. You can also further define the size and targeting options to ensure your lookalike audience is an accurate reflection of your target buyers.
"This approach takes the guesswork out of targeting for user acquisition, leading to increased revenue," says Content Marketing Manager at Nanigans, Julianna Casale. "Wine ecommerce company Club W saw a 5X increase in revenue when they 'paired' their video ads with Lookalike Audience target."
If you still feel overwhelmed by the long list of responsibilities you're juggling, there are solutions to make Facebook advertising easy. If you need help getting started with Facebook ads, finding the right audience segmentation, or continuously optimizing to gain results, try out WordStream's social advertising tool, which makes social easy.
If you want to keep up and beat your competitors, follow my advice and hop on the Zuckerberg bandwagon - it isn't bad.