“Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.“ — Lori Ruff, speaker, author
In today’s Thoughtful post we will discuss the importance of using social media for digital marketing. Specifically, we’ll be talking about Facebook.
With an estimate of 2.9 billion users, Facebook is the most popular social networking site as of January 2023 (Devgan, 2023). Beyond the amount of people, they also have great tools for business, such as
-Ad creation
-Facebook insights
-Audience targeting
Now let’s get right into these tools and their benefits.
Thought #1 - Specificity
When you’re creating your Facebook ad there’s the option to target your ad to a specific group of people. This means know who your ideal audience is to get the most out of it. When creating the ad, Facebook will have the option to create a new audience, and from there you can specify gender, age, location. We recommend getting as detailed as possible in the detailed targeting section. The more specific you are the better your results will be. This happens passively as your audience will not have to search for your business, because it’ll appear in their feed.
Pro Tip: Use a method known as ‘but nobody else’ to help you target your ads! This is a method where you get so specific only the people who are actually interested get involved. For example, many know who Tom Brady is, football fan or not. But using a name like Fred Warner, a popular but lesser known player, will help target dedicated NFL fans.
Thought #2 - Use the Tools
Facebook also offers a great set of tools to get the most out of using their ads services, check them out here. They also have videos to help you make sure you’re getting the best value, which you can watch here. If you’re looking for something more advanced, then here is a better place for you. The best part is that these are all free.
Another feature that Facebook offers is the ability to measure your results. You can track your ads performance and edit it while it’s running to improve your ad through Facebook Ads reporting. There are many other tools that businesses should take advantage of offered through Facebook, but the ones we mention are a great start.
Thought #3 - ROAS
The goal with your ad campaign should be to achieve a great return on ad spend, or ROAS. To calculate ROAS divide your total revenue by your ad spend. The ideal ROAS is double what you spend in ads. So if you spend $50 in ads, you should be aiming to make $100 in ROAS. This shouldn’t be too difficult when you combine all the tools and video courses that Facebook offers, along with our tips. Beyond that, they also work on a pay-per-click model so the money spent happens when someone clicks on your call to action.
Final Thought
Facebook marketing has many valuable tools to offer when it comes to marketing. From the aforementioned videos to measuring your ads metrics, it is a great marketing instrument for any business.
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