And seriously, if you haven’t checked out Facebook’s Ads Manager lately, give it a look. Did you know that you can exclusively target people within one mile of any address? Or that you can target potential customers who visited your site but never bought anything? Or that you can post a gallery of several product images, each of which link directly to the relevant product page on your site and automatically optimize for conversions?
If your view of Facebook Ads begins and ends with boosted posts and those little sidebar boxes that everyone ignores, then you owe it to yourself and your business to dig a little deeper (or let us help you do the digging).
CONTENT IS STILL KING
As mentioned previously, while it’s true that Facebook dialed down the organic reach of all page posts, they really clamped down on the ones that were excessively promotional. Obviously, Facebook would rather that you paid them to run an ad, rather than just distribute them for free to an audience that you paid to acquire once, a long time ago.
But there’s a more practical and, dare we say, slightly more altruistic reason for that. Facebook’s News Feed is built on a principle of surfacing content that is most likely to provoke some kind of engagement, because Facebook wants to create an experience that pulls you in every single time you visit. So posts that earn a lot of likes, shares, comments, etc. wind up in more News Feeds, and posts that don’t, don’t. Guess what doesn’t generate a lot of engagement? Boring, self-promotional posts by companies and brands that only talk about themselves.
If your immediate concern is getting new customers for your product or service, then this seems like a hassle and a cash grab on Facebook’s part. But it’s also part of Facebook’s strategy to keep marketers from driving off users by subjecting them to a non-stop barrage of content that they don’t care about.
So how do you win at Facebook? Understand your audience. Talk about what they’re interested in. Respond to them when they ask questions or leave comments. Be witty, or interesting or in some way useful. And when you have to promote something, accept that you’re going to need to spend money to do it, and take full advantage of all of the different ways that Facebook allows you to do that.
Want some help figuring out the Facebook strategy that works for you? Drop us a line and put us to work.