More than once, I have had the following conversation with one of my clients, especially my B2B clients:
Client – ‘I don’t see the point with advertising on Facebook. My target audience is business people. I’m trying to sell them a service, not a product.
Me – ‘I agree that, on the surface, Facebook seems more relevant for consumer goods companies. However, businesses need to strategically communicate with their customers via the channels they engage with most, not just the platforms the business is most comfortable with.’
On a basic and superficial level, this is my typical answer. However, there are still many more reasons why it makes more sense to advertise on Facebook, no matter what category your business is in.
These are the top 5 reasons why Facebook needs to be within marketing strategy period
1. When people go to Facebook, they are generally open to consuming content.
Most people go to Facebook to ‘see’ what is going on in their feed. They are interested in seeing what their ‘friends’ are posting and want to find out the latest videos and articles being shared.
When I think about the reasons why people go to LinkedIn, they are more targeted at completing a specific task, i.e., networking, finding out the title or position of a particular person, looking for jobs or trying to find a matching person for a job opening.
Most people go to LinkedIn, complete the task that brought them there, have a quick look at their feed, and leave. Facebook is a destination, and people spend a lot of time interacting with this network.
Coupled with the fact that Facebook has over 1 billion users that seem to spend a ridiculous amount of time on the network should be the only argument needed.
2. FB ads are cheap, and FB has the most targeted reach.
It is no secret that advertising on Facebook costs a fraction than what it costs to advertise on other social networks, especially on LinkedIn. The targeting capabilities of Facebook are also exceptional, FB has managed to gather so much information from its users, and the level of granularity with which they can target consumers is truly amazing. Then when you add the predictive algorithms that FB continues to work on, that allows the network to show content based on expected behaviors, why would you advertise anywhere else?
3. Remarketing capabilities and lookalike audiences.
Facebook has been using remarketing for a while. Remarketing on its most basic level, shows ads for your business to people after they have visited your website. People will see these ads when they visit or shop on other websites, use social media, watch videos, use other mobile apps, or search on Google.
Lookalike audiences allow you to clone your audiences once you have found one that converts to your goals. This is where you can take a custom audience, and Facebook will reach new people who are similar to that audience and, therefore, likely to be interested in your business.
4. Simple to set up.
Anyone can log on to Facebook and create a business manager account, set a payment method, and publish a campaign in a matter of minutes. Let’s face it; it is simple to set up. The learning curve on Facebook advertising campaigns is reasonably flat, and if you hit any roadblocks, there are many resources online that will guide you on how to solve them.
You can boost a single post to reach users directly from your Facebook page, or you can create a more sophisticated campaign that targets custom audiences and produces even significant results with the business manager.
5. Facebook is always adding new features.
If you can come up with one thing that you wish Facebook could do, but it’s not quite doing yet, you can be sure that Facebook is not far behind.
If you are a budget-conscious business, and you need to reach the maximum amount of people and or, you are looking to drive awareness to your website, service, or product, start with Facebook. After, explore other social media networks and compare results.