You have probably been told that Facebook advertising and marketing doesn’t actually deliver the desired results or that it’s not worth the trouble anymore as other social platforms evolve.
However, the truth is that Facebook marketing can provide a huge boost to your business. Leading Facebook and social media marketing expert Eugen Rosenmeier recently described 10 ways that you can use Facebook marketing to gain an advantage over your competition and increase leads and generate more sales.
According to Rosenmeier, every serving marketer should include Facebook in the marketing mix because of the following reasons:
Facebook Marketing Helps You to Reach a Wider Audience
Without a doubt, Facebook provides advertisers with one of the largest social media user bases available today.
According to Statista, by July 2023 Facebook had over 2.6 billion users across the globe. This basically means that regardless of your industry or niche you will find a relevant audience profile on Facebook.
When you dig down to demographics, Statista tells us that 62% of Facebook users fall between the ages of 18 and 34 years while 38% are in the 35 to over 65 years category. This means that Facebook attracts users of all ages and generations.
Well, almost everyone and every brand you know are probably on Facebook today. The huge Facebook user base provides marketers and even a growing audience to target regardless of their niche or industry. You cannot afford to ignore Facebook in your marketing strategy.
Facebook Provides Multiple Forms of Engagement and Targeting
Eugene Rosenmeier claims that out of all social media platforms, Facebook is the only one that provides an effective way to address users through different stages of the engagement journey.
The social media platform’s ad formats, its wide range of targeting options, and capability for measuring campaign performance align properly with every type of marketing strategy you can think of.
Facebook also provides multiple forms of engagement through video ads, carousel ads, and even sponsored stories that perfectly attract the user’s attention without appearing too direct.
Facebook marketing is designed to make users interact with your content without appearing too salesy. It’s a reliable source of qualified traffic.
Highly Transparent Audience Reach
Another great benefit of Facebook marketing, according to Eugene Rosenmeier, is that unlike other social and PPC advertising networks one of the most transparent audience reach.
By giving you the option to select your audience targeting Facebook allows a high level of control and transparency on the audience you choose to target.
Facebook provides you with multiple targeting options including fans or your Facebook followers, friends of your fans, user interests, and behavior, and remarketing to users who have previously visited your website or landing pages.
Facebook Marketing Can Be Used for Both B2B And B2C Businesses
If you thought Facebook marketing is only relevant for B2C businesses you’d be surprised at the number of B2B businesses currently running successful campaigns on the social network.
Most B2B businesses find Facebook highly competitive which calls for more aggressive campaigns when leveraging the power of Facebook to promote products and services.
However, with the right targeting, marketing messages, ad format, and user experience on your website Facebook is still a great opportunity for both B2B and B2C businesses.
Diverse Targeting Opportunities
Facebook marketing is great for all types of businesses because its targeting goes deeper than the usual demographics considered in other social media marketing platforms.
In today’s ever-evolving economic and social environment demographics alone cannot predict a person’s purchasing power and general lifestyle. For instance, not every millennial today has a college debt or lives a life commonly associated with low disposable income.
Facebook’s targeting goes beyond typical demographics allowing you to target a wide range of other lifestyle characteristics including general interests, behavior, hobbies, and life events. Diverse targeting provides better precision and alignment with your digital marketing strategy.
Precise Targeting of Your Competitors Audience
There are very few marketing solutions that allow you to spy on your competitor’s audience to improve your campaigns.
Facebook of course doesn’t allow you to target your competitor’s or other brands’ fans. However, you can cleverly target users who have shown interest in other brands including your competitors.
This form of targeting is an effective strategy to reach out to well-qualified users who have interacted with similar brands and businesses.
Facebook’s 10 Ad Formats
Facebook gives you a wide variety of ad formats. They currently have 10 ad formats that you can use at every stage of your marketing funnel.
They have the highest number of adoptions among all social media platforms. The most commonly used ad options include image and video ads as well as sponsored posts among others.
Facebook Allows You to Drive Traffic Directly to Your Website
Most of the ad options available on Facebook allow you to drive referral traffic directly to your website.
While most users usually go to Facebook with the intention of staying on the platform, they will click through to your website if the content you have posted looks compelling enough and targeted to the right audience.
Facebook Marketing Provides Measurable Performance
If you have used Facebook marketing before you will agree that it does indeed allow reporting of your ad’s performance using an extensive set of metrics. They have a wide range of reporting metrics depending on your ad format.
For instance, you can measure the performance of your ad based on actions users take before they leave Facebook such as ad engagement, reach, CTR, conversions, and even revenue.
All you need to do to get detailed performance reports is to install a Facebook pixel on your website.
Greater Engagement with Your Audience
One of the biggest advantages of Facebook advertising is that it helps you to nurture and grow your Facebook fans and followers into loyal customers through audience engagement.
In every digital marketing strategy, the key factors to consider are driving referral traffic to your website engaging with your audience and generating conversions.
It’s therefore important to engage regularly with your Facebook audience. Facebook provides a wide range of methods to engage with your fans and followers such as comments, likes, and shares.
As an expert in Facebook advertising and social media marketing, Rosenmeier reminds marketers that now is the best time to include Facebook marketing in their promotion strategies.
Prior to the COVID-19 pandemic, Facebook users usually spent close to 58.5 minutes on the social media platform.
During the pandemic, as more people are forced to stay at home, Facebook usage significantly soared. It’s where you can find your existing and potential customers today, says Eugen Rosenmeier.