Remember the days when Facebook was about building and nurturing a community? The days when a single organic post would reach half of your network? Well, sadly those days are well behind us now, but that doesn’t mean that Facebook is no longer relevant, in fact there are more opportunities in Facebook to generate revenue than ever before. Take a few minutes out of your day as one of our Senior Consultants, Stephen Mumford unpacks the role of Facebook in a successful digital marketing strategy in 2017.
At Rocket agency, when we talk about social media as part of our digital lead generation campaigns, we’re talking about social media advertising. Now, there’s still a lot of businesses I talk to, that when I talk about social media, they say, “Yeah, we’ve got a Facebook Page, and we create posts on that page and all of our followers see that and engage with us, and it’s fantastic.”
The reality is in 2017, probably about 5% of the people that like your page and follow your page will actually see the content that you post through your own organic Facebook page. Social media is now a pay-to-play space because there’s so much content going through it every day that to get your message to your audience you need to pay for the privilege to do so.
In the campaigns we run probably the first kind of priority when we look at is actually recycling visitors back to your website. So, we retarget people that have been to your website on Facebook. That’s the first thing you need to do. Go back to people that have demonstrated an interest in your product, your service, your business already.
Then you take it to the next level, and this is where Facebook is powerful. Facebook custom audience enables you to upload your database of email addresses into Facebook and actually target those individuals with advertising. Get the creative right, get the message right, they click on the ad, and in my point of view, they’re a captive audience, they’ve let their guard down, they’re looking at Facebook and suddenly they’re back in your world and you’ve got an opportunity to convert them, it’s really effective.
The next thing is a look-a-like audience where you’re actually saying, “Well, okay, find me more people like that.” Again, you can actually amplify your message and reach people that have the same age, demographic, location, job title, etc. it really works well. And don’t forget, if people share that on Facebook with people in their network, you’re getting free amplification. You’re getting other people seeing your messaging and advertising.
Here’s the thing, we’ve seen work really well for business to consumer, not surprisingly. We’ve also been really surprised by the business to business results for our clients even in areas like law and professional services.
So don’t underestimate Facebook. Right now, the cost per click is low. It’s very competitive and really does form, a valuable part of any lead gen campaign when the business, the product and service is right. And that’s part of what we do. It’s going to be really interesting this year to see what Facebook does next. It’s very powerful, they have invested a lot of time and effort in their algorithm. And the results are speaking for themselves.