Facebook is one of the most effective advertising tools available online. Everyone from individuals to small businesses are leveraging their presence on Facebook in order to garner more interest and increase their audiences. But not everyone is getting the most out of their Facebook page.
It used to be that engagement happened more organically and companies built audiences based on the time they spent interacting with Facebook users and their followers. Times have changed, however, and leads, conversions and money don’t come through Facebook without paid promotions. However, this doesn’t mean you should abandon your community management work and switch gears completely. It means that paid media is just as important and should be used in conjunction with organic efforts.
Why You Absolutely Must Start Paying for Facebook Marketing
It’s Not About the Money
First off, Facebook isn’t trying to squeeze money out of you by asking for paid promotions. It just boils down to the simple fact that there is more competition out there for content, so brands need to start advertising in order to stay above the fold. There are over 1.23 billion monthly active users on Facebook, and at any give time there are 1500 stories competing for your attention. Facebook simply needs a way to figure out what to prioritize within all of those posts.
Business Posts Get Bumped From Bottom to Top
Secondly, Facebook is a social network. That means that users expect to see and connect with their friends and acquaintances. They don’t expect to see brands or small and local businesses, and for this reason Facebook’s algorithms favor personal posts over business posts, which puts ads at a disadvantage.
Great Tool for Retaining Leads
Facebook is a great channel for acquiring and retaining customers, as a Facebook profile is permanent. This translates to great leads, because once you can urge a user to “Like” your page, you have their attention. When it comes to emails, we found that 70% of purchases made through Facebook came from and email that the business owner previously did not have.
Paying For Facebook = More Marketing Savvy
Paying for promotions and boosting ads on Facebook will make you a better marketer. The best ads on Facebook create interest without pushing for a sale. Users are likely to click on content that is attractive and inherently interesting, not content that is urging them to spend money. Ads that rely on building a relationship are more successful, and Facebook prefers them to pushy sales ads.
If you’re involved in marketing a small business, it’s important to understand the need to combine organic marketing efforts with paid promotions. Ads bring in more fans, and your reach will begin to grow if you get over the hurdle and start getting comfortable paying for Facebook marketing alongside your existing community management efforts.
The best approach to Facebook Advertising is a strategic one. Sign up for a free marketing assessment to learn how we can help you get the most out of the world’s most popular social network.