How do you develop a following on Facebook? And how do you establish your brand’s Facebook page as a central hub of information—information worth engaging with, and even sharing? Is the answer simply to ensure that you are regularly posting interesting, compelling new content?
Certainly, that’s a part of it. A strong Facebook page requires a content focus, and that includes both curated and original material. This organic approach to Facebook isn’t quite enough for your business to turn Facebook marketing into something truly successful, though. To make that happen, you’ve also got to pony up and run some ads.
Why Facebook Ads Matter
This is essentially what Facebook has been telling marketers for years now: If you want to play, you have to pay. Facebook desperately wants people to make use of its ads platform, and to put real money into boosting Facebook engagement, which is why algorithms now prioritize business accounts that engage in ad spending.
In other words: If you don’t pay for ads, your content may not show up in nearly as many news feeds—which means your account could essentially be invisible. But that’s not the only reason to use Facebook’s advertising platform. The other big reason is that Facebook’s ad platform happens to be very good.
Why Facebook Ads are Effective
It’s good because Facebook has gotten serious about competing with other prominent paid media platforms—including display ads on Google and Bing. To give marketers a reason to invest in its ad platform, Facebook has implemented some powerful tools for data-driven targeting.
So, when you run ads on Facebook, you can target them toward consumers who live in a certain place, meet certain demographic criteria, or even show an intent to buy certain products. All of this means that, when you pay money to show ads on Facebook, you’re paying for them to be shown to the people who truly matter—that is, members of your consumer base.
Developing a Facebook Ad Strategy
Actually, getting Facebook advertising right is a tricky thing, though, and requires you to juggle several different concerns:
- Writing proper ad copy
- Developing the right kind of ad budget
- Knowing the best way to target your ads
- Finding the best data to inform your targeting
- Tracking your results and analyzing your campaign progress
In other words, you need real knowledge of Facebook advertising best practices—and incidentally, you also need to ensure that your ads are working harmoniously with your organic reach.
Get Help with Facebook Advertising
The best way to launch a Facebook advertising campaign is to do so with the guidance of true experts. The Digital Advertiser team more than fits that description. We have both the strategic vision and the technical proficiencies to make your Facebook ad campaign effective. To learn more, we invite you to contact the Digital Advertiser team today.