If you are small or medium business owner, you may remember good old days when you would simply create a Facebook page, post about your business and get a surge of interest. These days it is important to understand that anything you post on social media is considered to be an advert and advertisements cost money.
A lot of business owners sway towards boosting each post on Facebook or even creating an advert with an existing post. This is certainly a great move towards the right direction.
According to current Facebook algorithms, it is better to post less, yet high value content and boost that content than to post often. The more money you put behind that one vastly popular post, it will keep showing up to bigger audience and it will keep reaching new people. Afterall, that’s what you want, right?
When boosting or creating an ad, you may choose what actions you want the audience to take: go to your website, engage, install app, view video, enter their email for lead generation or enquire.
It is certainly easier to track and be more specific when creating an advert with your post rather than boosting it. On the other hand, boosting is much quicker and convenient way to advertise on Facebook. The choice is yours.
So far, videos have been the number one type of posts in terms of reaching the largest audience for the cheapest cost per click. Nevertheless, make sure to create killer content, so that your audience wants to actually watch it and engage with it. For more on this topic, please see our post about creating great content here.
Once you have reached a substantial audience from your posts that interacted with your business on some level, you may want to retarget that audience. According to Wikipedia, behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. The reason for this is simple: the ad needs to show up on people’s feeds for about ten times before they make a decision to buy it.
In 2017 46.8% of the global population accessed the internet and by 2021 this figure is projected to grow to 53.7%. Perhaps you should consider to start your first e-shop if you haven’t done so yet. When retargeting our clients’ ads, at Social Gamma, we also make sure to install Facebook Pixel on relevant website pages, such as “Cart” page. This helps us collect the data and see who is converting. We can choose retargeting options from : “Viewed or Added to Cart But Not Purchased”, “Upsell Products” or “Cross-Sell Products” and so on.
To learn more about Facebook advertising, best place to start is Facebook itself. Start with advertising basics, creating ads and managing ads. Then proceed to learn how to measure and optimise your ads. You can also search for inspiration and see what others are doing in your industry.
Social Gamma is a marketing and social agency that provides marketing and content creation services. The team brings together creativity and aesthetic expertise to build beautiful brands. Services include social media management, PPC, content creation, and web/app development. Please check out the website for more information.