With 2.2 billion monthly active users across the world, 15 million of which reside in Australia, Facebook has become a powerful marketing tool for businesses small and large. However, with the announcement of changes to the News Feed limiting the number of posts from publishers and brands, the days of organic marketing are limited. Mark Zuckerberg himself admitted that this change means less time will be spent on Facebook, but the time spent on Facebook will be more valuable.
Whilst this change may strike fear into the hearts of business owners who relied heavily on organic reach, there are still ways you can utilise Facebook to get more bang for your buck. By implementing an effective paid ads campaign, you’ll be able to achieve the results you desire, without even spending a bomb!
Here are five ways to take your Facebook marketing to the next level:
1. Get super specific with your targeting
And we’re not just talking about age, location or gender. Facebook Ads manager now allows you to layer your targeting options, creating audience personas which can be used to target potential customers on the most personal of levels. These options include interests, behaviours, household composition and even net worth. For example, a gym with a membership special might use Facebook ads to target people who have recently purchased sportswear, speaking directly to the audience who would be most interested in the offer. Targeting can also be used to build customer loyalty by displaying content to specific buyer personas, increasing customer retention, order frequency and brand loyalty.
2. Videos grow your brand
Science has shown that humans are 65% more likely to recall an image than text. But in an age where Facebook is more saturated with content than ever, single images just won’t cut it. Businesses need to use visuals that will make them stand out from the crowd. Did you know that Facebook users consume over 100 million hours of video a day? Or that videos also get 135% more organic reach than photos? Videos are also more likely to be shared, leading to higher engagement rates and therefore, a higher organic reach.
3. Live content for real-time engagement
Broadcasting an ad on television is still one of the most expensive marketing channels, but with the introduction of Facebook Live, brands are able to broadcast messages and content directly to millions of followers for free! Using Facebook Live allows brands to build authentic relationships with their followers by seeing their responses in real time and responding to them. If you’re unsure of where to start, try a Q&A with followers or even a behind-the-scenes look into your brand. Encourage others to like and share the video and make sure you read the comments as they come through and address followers directly. Facebook Live helps you foster relationships in real time, which leads to higher customer loyalty and a better brand image that is crucial to your business.
4. Leverage other platforms
Another great way to drive more users to your Facebook page is via alternative channels, be it online or offline. Directing people to your social accounts from your website or email campaigns, or even having placards or stickers with your social details in your brick and mortar store, will provide extra opportunities for consumers to find you. It’s all about thinking outside the square – or pixel in this case.
Facebook may be an ever-changing environment, but with a smart social media marketing strategy that focuses directly on the consumer, you can make these changes work for you.
Don’t get left behind in the digital landscape because you haven’t adopted new and innovative ideas. Get in touch with our Digital Strategists today to find out how we can help you stay ahead of your competitors with a greater social presence.