Sonja Hegman Andras | August 20, 2014 | Inside Facebook
It’s no secret that Facebook’s organic reach for pages has plummeted over the last year — or that the free ride is essentially over — but forking over a little cash for ads could do some good. The most efficient way to do this? Through creating a targeted campaign.
Social ads are a great way for businesses to foster consumer engagement and expand their reach, according to Phil Penton, president of Social Integration.
U.S. companies spent a combined $5.1 billion on social media advertising last year, and that number is expected to increase to $15 billion by the end of 2018, according to BIA/Kelsey.
Penton told Inside Facebook:
This is the hottest topic out there. Everyone was out there growing their fans [on Facebook], and spent a lot of time growing their Likes with the thought that they were going to be able to post content for free and their fans would be able to see it. The reality is that if you had 100,000 Likes on your Page, only 10 percent were seeing your posts anyway, which isn’t great to begin with.
Adding that when the “bottom fell out” of organic posts in October 2013, and only 3 percent of fans saw posts, it didn’t matter much. His message to companies and marketers is that the drop wasn’t a bad thing.
Facebook’s metrics allow us to key in the right customer that we want to target, so we’re going to spend less, or if we spend more, we’ll target more of the right people, which is more meaningful than just organic content.
Now, how do you create that successful targeting campaign? Penton offers the following four tips:
1. Every page should have an offer.
This should be something a company would train its team on and then target people to like the page.
2. If you don’t have a lot of page fans, you should still run a “like” campaign.
Ask yourself about the kind of targeting you want to have. An example: Penton worked with an automotive dealership that wanted to hire mechanics. He then created a localized Facebook ad that said something like, “We’re hiring, we’ve been recognized in our local city for being one of the best places to work, so we’re going to target craftsman and places where we typically might find mechanics.” Then they drew people to the page that were going to be in their local market (within 15 to 25 miles) to like the page.
Read More at Inside Facebook