There are more than 50 million business pages on Facebook, and 80% of small businesses have established businesses. As consumers, we spend nearly two hours a day on social media, and one-fifth of our mobile time is on Facebook or Instagram. After all, it’s hard to ignore that 93% of buying decisions are based on social media statistics.
Facebook strives to portray itself as a simple platform, but it is a publisher with a strong creative backing behind the scenes. With little formal design skills, small businesses can create engaging content for mobile and desktop. These include:
Facebook also presents a great opportunity for retargeting. By including a simple Facebook pixel code string on a web page, small businesses can consistently serve ads to users during the consideration phase to drive conversions. Facebook is especially effective at building and targeting local communities, especially because the devices used to browse Facebook are now mobile. Potential customers can be targeted when they enter your community and are invited to connect with you via Messenger or make a phone call with just a tap of a thumb. This feature is especially important in the age of smartphones, as customers expect to find what they want, buy and organize delivery or pickup in less time.
As long as small businesses understand that users are drawn to their newsfeeds for entertainment and entertainment, Facebook can return shocking results. It offers the lowest cost-per-thousand impressions (CPM) in advertising history. For just over a dollar a day, your business can easily reach 4,000 people.
There’s no denying that Facebook provides one of the largest user bases for advertisers. As of July 2020, Facebook had more than 2.6 billion users worldwide, according to Statista. That’s more than any other social media platform, perhaps second only to Google’s search users. Audiences on Facebook are not only huge, they cover many demographics. While leaning towards younger users, with 62% of users between the ages of 18 and 34, Facebook attracts users of all generations, with 38% dropping to 35 to 65+.
Business decision-makers spend 74% more time on Facebook than others. The B2B space is highly competitive, which means B2B marketers must be aggressive when leveraging Facebook. However, with the right targeting, ad formats, messaging, and off-Facebook user experience on your website, there’s a chance of success. Facebook remarketing is the last thing B2B marketers should think about. Remarketing to them on Facebook is a surefire way to keep them thinking. For targeting new users, Facebook offers these targeting segments that align well with B2B needs:
Another B2B strategy to follow is to create a look-like audience based on an existing email list, website visitors, or customer base.
Out of all digital platforms, Facebook is the only one that successfully caters to users at any stage of the user engagement process. Facebook’s ad formats, targeting options, and measurement capabilities align well with any marketing strategy. For the awareness level, Facebook sponsored stories, video ads, and carousel ads are great ways to arouse interest even if they are not very direct. If users are not in the mood to consider your message, they will not engage in it. Transaction-oriented marketers will benefit from conversion campaign options. Be sure to use the custom buttons provided by Facebook to enhance your ad performance. Based on your industry and goals, Facebook offers a series of custom buttons that can be integrated into ads with specific calls to action to help you tailor your ads to your specific goals (e.g., book a hotel room, or make a purchase).
With self-selected audience targeting, your business has a high degree of control and transparency over the audience you target.
While other platforms automatically optimize your placements, segmenting your campaigns on Facebook based on these known audiences can give you insights.
Facebook’s targeting capabilities extend far beyond demographics. Increasingly, demographics alone are not a good predictor of someone’s lifestyle or purchasing needs. For example, not all millennials have high college debt or lead a lifestyle associated with low disposable income. Facebook’s targeting capabilities allow targeting by broad lifestyle characteristics, such as interests, life events, behaviors, or hobbies.
On Facebook, you cannot target followers of other brands. However, you can still target users who have expressed the desired brand as an interest. This is based on self-reported data and may not be up to date as it depends on when the user last updated their settings. By creating a custom audience of users interested in 20+ well-known brands, you can quickly reach thousands of users without paying for those audience profiles that might be necessary for other channels.
With 10 Facebook ad formats, Facebook leads the social media platform in the range of ads options it offers. For each target marketing funnel stage, there are several options available, the most commonly used are image and video ads. Sponsored Posts is an ad format worth noting, especially if your business allows others to post on its feed. Promoting user-generated posts on your feed will surely foster further engagement with other users. Strong user-generated content is often preferable to specially developed ads because the latter are more easily recognizable as specially created messages. In contrast, user-generated content is organic and people are less likely to be on the defensive when they see it.
As mentioned earlier, many of Facebook’s ad options allow for referral traffic to your business website. Indeed, most users open Facebook to stay there and browse its content.
Facebook does allow a ton of metrics to be reported. Depending on the ad format, many metrics are available. These include actions that users can take before leaving Facebook (e.g., reach, ad engagement) for off-Facebook events (e.g., conversions, revenue). While third-party analytics tracking can be used by reporting basic conversion metrics, Facebook relies on its pixels to automatically optimize campaigns. Without it, Facebook would not be able to gain insight into the profiles of the users with the highest converting rates and would continue to serve ads to the same range of users throughout the campaign.
An important benefit of Facebook advertising is that it helps you grow your Facebook followers and fans. While driving referral site traffic, site engagement, and conversion rates are key, it’s also important to regularly engage with and maintain your Facebook audience. Facebook’s advertising platform offers user-friendly budget management tools, near real-time results monitoring those businesses of any size can access, and drives measurable results, including revenue. There is also an indirect benefit to helping your organic search presence by maintaining your Facebook presence. Facebook ads can help you increase your social signals (i.e., shares, likes, and comments), which indirectly affects your SEO rankings.
In India, you can start advertising on Facebook with a minimum daily budget of $1 per day. The average CPC for a link click is Rs. 0.52 to Rs. 2.3. The average cost per 1000 impressions is Rs. 9.3 approx. Some businesses prefer ads to people, while others prefer ads to businesses. To do this, business owners have to incur different Facebook ad pricing for different purposes. The average click cost for a Facebook ad is about $1.5 to $2.0. This would result in a cost of around $5-7 for 1000 impressions. Apart from that, the average CPC for advertising to people and advertising to businesses is: –
Facebook ads are the most critical element of Facebook marketing. If your average conversion rate is 2-3% for B2C or 1-2% for B2B, then you might get the following CPA: –
We offer Facebook advertising services under social media marketing. Our Facebook advertising experts create effective, goal-driven Facebook ad campaigns to target potential customers based on preferred location, interests, age, gender, and business type. We also created an organic Facebook marketing strategy and designed high-quality and engaging Facebook posts to increase engagement on Facebook pages. When you partner with Quicktouch Technologies for Facebook promotion services, no matter what kind of business you run, you’ll get the best Facebook promotion strategy centered around your brand. Our Facebook marketing packages are affordable and suitable for all types of businesses. Quicktouch Technologies believes that every business has unique business needs, which is why we create custom social media marketing strategies for each type of business.