Peter Wilkinson Panther Social Media
Facebook advertising can be one of the most effective forms of digital marketing there is, and certainly one of the best choices when it comes to creating and using social media ads. But before hiring a social media advertising company and handing over your credit card details, it’s best to just stop for a moment and understand exactly why it is that Facebook advertising is so successful, what it is that makes it stand apart from other social media ads, and what it is that you need to do before hurling your brand’s reputation and budget at the first social media advertising company to come along.
First of all, let’s consider what it is that makes Facebook advertising different from other social media marketing platforms:
1. Demographic targeting. Unlike other advertising platforms such as Google’s Adsense platform with Facebook you can use a whole range of demographic tools to target a specific niche market. If you’re a florist for example you may decide to target a wedding bouquet advert to only females between the ages of 25 and 35 living within 50 miles of your shop’s location, and who are either single or engaged. You really can be that specific.
2. Reach. Whether you’re looking to reach people on your doorstep or on the other side of the world you have an excellent chance, since 70% of Facebook users are outside of the US. Facebook is not just a US platform, meaning that global opportunities are very much available.
3. Brand awareness. With most social media ads your brand often lies distinctly separate from your advertising, but with Facebook the two can work hand in hand. By using friends and fans alongside wall or status updates, your advertising can become an integral part of your overall social media marketing campaign, having much more impact than a standalone advert with no extra brand support.
So what do you need to do to make Facebook advertising work for you in increasing sales, boosting brand awareness and generating more leads? The answer is to sit down with your social media advertising company and decide exactly, and very specifically, who you want to target and why.
Knowing this gives you a huge amount of power, both as far as demographic targeting is concerned and also how to phrase your advert so that it will have the right effect, encouraging people to click, rather than ignore your message. A compelling, engaging and stimulating message is more effective than another run of the mill call for a person’s cash.
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