When I first started using Facebook, I hated it and “hate” is a strong word that I don’t throw around very lightly. One of the biggest problems I had with the social media giant was the whole privacy thing. Remember, posting is forever and what you put online will be there for the world to see for an eternity.
Don’t worry, Facebook and I kissed and made up. It’s just the way that I was raised I suppose. My ultra-conservative Dad was one of those “big brother is watching you” type of people and the apple didn’t fall far from the tree.
The problem wasn’t with Facebook, it was with me, since I was essentially using it the wrong way. We all know that you can adjust the privacy settings so that only your “friends” can see you, but the concept that they owned everything that I posted rubbed me the wrong way. Now that I am looking at it from a marketing perspective, my view has completely changed.
With over a billion users, you can’t deny the tremendous exposure that a post or advertisement can reach and that Facebook is “open” twenty four hours a day, seven days a week. What other marketing strategy can boast all of those features?
The benefits don’t end there since premier ads offer other amenities and choices, such as:
- Page Like Ads – that allow users to give you the old “thumbs up” directly from the ad
- Page Post Ads – increasing traffic directly to your site
- App Ads – driving app installs, engagement and conversion
- Domain Ads – taking users to the page of your choice at your website
- Event Ads – inviting them to join your event
- Offer Ads – enticing users to purchase your product at a great price
Facebook has been recently shifting its advertising and marketing attention to a paid-only format, so why should be “pay to play” on their site? Mostly it is because they have very effective audience targeting features that give your advertising more bang for the buck. Before you say it, Google, Twitter and a thousand other sites will target your prospective customers, but Facebook’s targeting strategies are a little more unique.
Since most users craft a fairly comprehensive profile about themselves, Facebook can hone in on many different areas rather than concentrating on just one bullseye, like women or men, they can aim more precisely according to:
- Life events
- Device usage
- Purchasing behavior
And those are just a few examples. Arguably, no other social media site uses this combination of comprehensive data to reach their specific audience. This is what makes Facebook such an effective way for businesses and specific industries to find the consumer best suited according to their wants and needs. This type of marketing strategy also takes little time and effort from the advertiser.
This post was written by Peter Pelland