In an age where time is your most valuable asset, you need to concentrate your efforts on the most efficient, successful and cost-effective strategies possible. That’s why for small and local business owners, I strongly suggest focusing that time and effort on one channel, which is Facebook advertising.
As a small owner you need to wear many hats, you’re an accountant, you’re an HR department, you’re a marketing genius and eventually if there is enough time left in the day you need to do what you’re best at which is actually running your business.
Even within marketing, you’re supposed to be writing a blog, posting on every social media network every day, email marketing and trying to get to that elusive top spot on Google.
Unfortunately, that just isn’t realistic. Actually doing little bits of everything is just going to get poor results in all of them.
My suggestion is to stop chasing minimal results across the board and concentrate on the most effective platform: Facebook. 🎉
A few Facebook statistics
- 2.38 billion people use Facebook every month
- 1.56 billion people use Facebook every single day
- 6 new profiles are made every second
- The worlds 3rd most visited website
- An average Facebook user clicks on 8 ads per month
So why Facebook?
1. Facebook is significantly cheaper 💰
Would you rather pay $30 for someone to click on your website and leave right away or pay $5 for someone to give you their contact information because they want whatever it is you’re offering. Right now, that is the difference between Google ads and Facebook.
A Facebook campaign can start from as little as $1 a day depending on what you’re trying to achieve! $30 for a month of advertising to a highly targeted audience makes it easy to see why Facebook is by far the cheapest and most cost-effective form of paid advertising out there right now.
2. It has a captive audience 👀
Everyone and their Grandma are on Facebook and with their acquisition of Instagram, the rollout of the Facebook marketplace and even Facebook’s own currency the hold they have on our attention is only going to get bigger.
There are 22 billion clicks on adverts on Facebook and if you’re not getting your share of those then you’re missing out.
So the people are there but how do you get your advert in front of the right people out of those 2.38bn users?
Luckily Facebook is very good at that too. 👇
3. Facebook Audience Targeting 🔍
1.56 billion people use Facebook every single day. Think of all that information they are they choosing to give Facebook. This gives Facebook a huge amount of data to pinpoint the exact person you need to target.
If I want to target only 45-year-old women from a particular post code in Birmingham that are interested in horse racing, monster cars and Beethoven but do not like clowns then I can do that (not sure why but I could!).
But even before all this detailed targeting, the platform itself is excellent. You have a wide range of campaign types so you can have a clear focus on what you want to achieve. Whether that is more traffic to your website, engagement on your posts, downloads of your app or my speciality which is generating leads (click here if you’d like a chat about that 😉).
4. It is faster to set-up and see results ⏳ 🏅
Everyone wants to rank number 1 on Google. To do that you need to have a solid SEO (Search Engine Optimisation) strategy, write a huge amount of great content, build links to other sites and wait several months to work your way up gradually……. phew. 😩😫😖
It’s definitely possible, but takes a lot of time, a lot of money, and you need to know exactly what you’re doing to get all those different pieces of the puzzle to fit.
Whereas a Facebook ad can be created and generating leads and sales on that same day. So do you want cheap, easy to measure results within 24 hours or the possibility of results months down the line? 🙌
5. Organic reach is dying (soon to be dead)
Facebook for businesses is very much a pay to play service now. Since 2012 Facebook has gradually restricted the organic reach of page content. Organic reach is the number of people your content is shown to and that number is getting is getting smaller.
In 2018 they changed the Facebook algorithm again. Facebook’s Head of News Feed, Adam Mosseri, said it was to “shift ranking to make News Feed more about connecting with people and less about consuming media in isolation.” This means your posts are seen by less than 5% of your followers. For every 100 followers your page has got, 5 people can see your content. Sounds bad? It gets worse.
Facebook themselves have said you should prepare for a point where your organic reach actually drops to zero. Zero????? 😱😱😱
If that last point has got you panicked then don’t worry. There is a solution to that.
Get ahead of the curve and build a content strategy that creates engagement with your followers as well as concentrating on effective paid Facebook advertising.
I hope that has given some helpful information, I’d love to hear how other people feel about Facebook for marketing or if anyone has any advice for alternative marketing platforms.
Drop me a comment in the article below, reach out with an email or if you’d like to hear about how I can help your business succeed with marketing on Facebook then you can schedule a chat 😊