It's almost comical how not too long ago, marketers and business owners doubted the impact and influence Facebook could have on sales.
Boy, were they wrong.
Sure, Facebook is free, and you can use its free features to build a community of loyal followers. You can create a page and offer rewards or savings. Or you can even create a group (in addition to your company page) that offers support and tips for your customers (and soon to be customers).
As effective and helpful as those approaches are, you'd only be scratching the surface of Facebook's potential if you didn't choose to also invest in Facebook advertising.
Many business owners are wary of Facebook Advertising because they're not accustomed to the concept of paying money for social media. But if you really want to tap into one of the most powerful forms of advertising available today, then Facebook Advertising is a must.
What's so powerful about Facebook Advertising?
When you think of Facebook, what comes to mind? Okay, sure, you think about endless hours of trolling old friends and ex-lovers. But likely what also comes to mind is the constant concern people have over how much information Facebook accumulates about each user.
Yet, despite this concern, Facebook is still heavily used. The numbers are staggering. And all of this information Facebook acquires is designed to make your advertising more effective and highly targeted.
Think about it. All those likes people have? They help define that user and his likes/dislikes. Each time someone opens a link, that narrows down his or her search habits. Each time someone decides to use Facebook to sign into a 3rd party app (like Spotify, for example), that's just Facebook expanding its reach and data acquisition.
And that's very good news for you.
Facebook knows practically everything about your customer. It allows you to create dynamic, powerful ads with a variety of goals, including:
- Driving traffic to your website
- Increasing event attendance
- Growing your Facebook page fanbase
Few other marketing channels give you the power to target an extremely narrow and specific client. The more targeted you can be, the higher return on investment you'll likely enjoy.
Facebook has mastered this.
Reach even more people with lookalike audiences
No business should be content with the status quo. Growing and expanding is always on your mind. So even if you see success on Facebook, wouldn't you like to find a way to make your audience grow?
Lookalike audiences help you reach new people who are more likely to be interested in your business, because they're similar to your existing customers and followers.
By using Custom Audiences, you have the ability to create lookalike audiences that target anyone who's similar to your Custom Audience list. Again, this is Facebook using its massive database of information to help you smartly expand your message to those most likely to be interested in your service.
Don't underuse Facebook
Facebook has proven that social media is a vital aspect of 21st-century marketing. But using its free tools alone won't set you apart or bring in the number of customers you're hoping to see. Invest in Facebook Advertising and discover how precise and exact Facebook's ads can be delivered to the customers you're looking to target.