If you asked the average Joe: What do you think of when you hear the word advertising? Most people don’t automatically think of Facebook or other digital outlets, but instead think about traditional outlets, such as a TV commercial, a billboard or a newspaper ad. What if I were to tell you Facebook is not only more effective but it is also the least expensive of any other form of advertising out there? Well, I am, because it’s true.
Digital marketing methods feature the lowest cost per 1,000 impressions in advertising history. It costs $32 to reach 1,000 people through newspapers, $20 through magazines, $8 for radio, $7 for television and $2.75 through Google Adwords. Do you know how much it costs to reach 1,000 people on Facebook? The answer is a whole quarter. Yup, it costs a whopping $0.25 to reach 1,000 people on this platform.
I like to consider social media, especially Facebook, as the ultimate reinforcer. Not only is the majority of your audience on social media, but they respond to it as well. This gives your audience the chance to not only see your message, but to build a personal relationship with the brand and even cultivate the content.
There is no other medium that allows you to reach exactly who you are trying to send the tailored message to. Facebook allows advertisers to target a specific group of people based on age, personal interests and more. If you cater to a broad demographic, you can tailor your ads to each group with different images and messages. If you have a smaller target market, you can truly focus your efforts on that particular segment of Facebook users.
Facebook can even comb through user profiles to place your ads only on pages that mention a specific keyword. Need to address your message to trendy homemakers, people who have recently moved or single ladies between the ages of 20 and 30? With a small ad spend, Facebook can deliver those messages to who you are precisely trying to capture. Reinforce your message (for free) on outlets like Twitter, Instagram, Pinterest and YouTube to increase the frequency of your message so it resonates with your audience even more.
Local Businesses can truly benefit from the use of Facebook advertising. Although many platforms, such as billboards and newspapers, have the advantage of capturing a local audience, Facebook allows you to target wider and at a lower cost. Would you rather spend more to reach people who have no interest in your ad, or spend less to reach only the people who will resonate with your ad?
An advantage of Facebook over traditional advertising is that you have total control. Facebook allows you to know how many people within your target are likely to see your ad. You know exactly how much you are spending and the number of people who will see your ad. There is no guesswork when it comes to your ROI.
Another added benefit of using Facebook advertising is that once someone likes your page through your ad, it will show up on the Facebook news feed of all their friends. Because people tend to trust recommendations from their friends, they may click the “Like” button too, or take a moment to look at your Facebook business page.
This is not to say that Facebook is the only way to reach your audience. Advertising is most successful when it is integrated with other platforms. However, if you decide to take Facebook advertising out of the media mix, you are missing out on a great opportunity for effective advertising at a low cost.
Want to learn more about capitalizing on Facebook advertising? Contact us at firstname.lastname@example.org!