Social media marketing has exploded in the past five years, and it shows no signs of slowing down anytime soon. Of the available channels for social media outreach, Facebook remains the 800-lb. silverback gorilla of them all. Business2Community estimates 70 percent of marketers currently use Facebook as one of their chief methods to adding new customers and generating leads. Moreover, 47 percent of marketers stated Facebook is the number one source of new business. Clearly, marketing on Facebook gets results. How does it work? Let’s get an overview of how businesses are reaching more new customers on Facebook.
Facebook Marketing: What It Is And How It Works
Using Facebook to market your business means posting authentic, original content via a business account or individual account. This content is purpose-built for viral sharing among regular Facebook users, and it always points them back to your website, landing page or Facebook profile.
When you market on Facebook, you are putting your business out there as a thought leader and content creator who is looking to help other Facebook users meet their needs and desires through your products and/or services. There are two principal methods to go about this process, and you can decide for yourself how much or how little actual marketing dollars you want to invest.
Organic Facebook Advertising
Considered the most effective and powerful form of Facebook marketing, this method focuses on fostering the “organic reach” of your content. Organic reach refers to how many users have viewed your posts and content through unpaid distribution. In other words, people who have seen what you put out on Facebook without you paying to sponsor its placement in newsfeeds.
Since it’s unpaid, it is going to have a lower cost-per-add of new customers who discover your business via sharing. The downside is the organic method requires far more work intensive for your marketing team, and you will need to tailor content to the demographics of users who have expressed interest and your product/services target demographic. Additionally, unless your content compels users to click, read more and engage with landing pages or other lead collection methods, you aren’t going to see the same results as you would from paid content promotion via Facebook Ads dashboard.
Paid Facebook Advertising
The sheer volume of content created for organic marketing on Facebook is staggering, and it has actually started to decrease its own effectiveness to a degree. If you are looking to build some momentum to help your content get found by the right people, you may need to consider setting up paid advertising for some posts. Facebook implements by adding a Boost button to posts on your newsfeed, and if you want to boost a post to reach your target audience you just need to complete a few simple forms.
First, you pick the audience type that coincides with your ideal customer demographic. Next, you pick a budget of how much you want to spend. You can prepay a certain amount and then the post no longer gets promoted after your budget has been exhausted. This is a great way to keep your advertising spending under control so you don’t end up with a hefty surprise item that pushes your marketing team over budget. Finally, you select how long you want to boost your content post. Choosing how long to promote content is another cost control measure, and it also helps Facebook provide an estimate for recommending a budget.
Paid Facebook advertising has the drawback of an additional cost to promote your presence on Facebook, but it is also a guaranteed method for ensuring your content regarding products/services is seen and read by your target audience. New customer ads from paid advertising might not be as profitable as organic marketing, but it keeps revenue coming all the same.
A Winning Combination: Using Organic And Paid Marketing Together To Drive Sales
Smart marketers and marketing agencies use the ad performance data from their organic marketing outreach to better target their paid outreach. When you evaluate who looks at your content the most when it is not sponsored, it tells you who is looking for your specific products/services, when they look, their demographic information and other information to help you pinpoint everything in your content and promote it to the best audience. Most marketing agencies are willing to spend the money to promote their content at first and then let organic content take over or balance out how much or how little they spend on the actual sponsored content.
Does your business have a plan for marketing on Facebook? Do you need some advice and direction to help make paid marketing a negligible expense? Contact the team at F.A.M.O.S. Group today to find out how we can help make your Facebook account drive new business and earn more revenue.