It Pays to Spend on Facebook Advertising
Economists and the occasional cynics (realists?) among us are fond of saying, “There ain’t no such thing as a free lunch.”
When it comes to marketing on Facebook, there definitely are no free meals of any kind, even though it may be “free” to create your business page and post to it. Once you’ve got your page, though, how will you attract attention, and more importantly, how will you create customers?
The answer is through paid advertising. Here’s why.
Competing with a Cacophony of Content
To reach your intended customer, your business’s Facebook posts must compete with a cacophony of photos, videos, jokes, friend updates and ads from other businesses. Consider some of the numbers:
- Facebook now has more than 1.5 billion active users, and although you’re not trying to attract the attention of all of them, you are competing against massive amounts of content posted every day.
- People share 1.3 million pieces of content on Facebook every minute of every day.
- There are 50 million small business pages, and each Facebook page posts an average of 36 times a month.
- 40 percent of all Facebook users don’t like any business pages.
Those numbers are the tip of the Facebook iceberg, but what do they mean? They mean that your post about the weekend sale and your link to the most brilliant blog post you’ve ever written are mostly likely drowning in an ocean of other content.
Faced with a Limited Reach
Well, you might say, you don’t have to worry about competing with content from all over the world. You’ve only got to reach the people who “like” your Facebook page.
True enough. But consider another number. Most Facebook marketing experts believe that on average, only 15 percent of your Facebook fans actually see any given post. So how many fans have you got? 200? That’s 30 people. Maybe you’ve got 1,000 fans (congrats!). That means, on average, 150 people might see your post. And remember, these are people who already like your business. Your Facebook posts aren’t reaching any new potential customers, unless some of your fans like your post so much that they share it with their Facebook friends.
Even though there are 1.5 billion people using Facebook, the audience for your Facebook business page is constrained by the number of people who like your page and by the number of people who engage with your posts by liking, sharing or commenting on them.
How can you break through those constraints to introduce your content, your services and your products to more people? You can pay. Facebook Advertising lets you set up campaigns that focus on various results. You can buy ads that will increase the number people who like your page. Or you can “boost” posts so they are seen by sets of people — that you define – beyond your page fans. You can even run ads that will drive clicks back to your website.
It Pays to Spend
Dream Local Digital has run hundreds of Facebook advertising campaigns on behalf of clients, and from experience, we know the campaigns work. As long as your ads have the right content, you’ll get more page likes, more post engagement or more clicks to your website. And, for the most part, Facebook advertising is still relatively inexpensive depending on how you define your ad targets.
You might even find that Facebook advertising helps get better results from your organic (free) posts. The more page likes you have and the more engaging your posts, the more likely Facebook is to show future posts to your fans. The lesson is clear, though. You need to spend on Facebook Advertising occasionally to grow your Facebook presence. After all, there’s no such thing as a free lunch.
There is, however, a free marketing consultation available to you now- take a peek at what your business looks like online and how customers see you today.