There are many ways to market your business website. You can do so through paid search, print ads or outdoor advertising, just to name a few. Broadcasting you business name, products, services or brand has never been easier. However, when I ask clients if they’d consider advertising on Facebook, I often get a blank stare or an immediate ”no”.
The rejection in using Facebook ads has perplexed me - If well thought out, advertising on a popular platform like Facebook could bring a large return to the client. I just didn’t have many clients willing to play along.
A few weeks ago though, I received a free Facebook advertising opportunity after my Page reached a certain number of “Likes.” At first I too was stumped. The Facebook Page for my personal blog is certainly popular enough, but what would I really offer? For my Ann Arbor Mom Facebook Page, the answer was simple - I offered new fans the opportunity to find information on free and low cost family activities in the area. That meant that my Facebook ad campaign should be one to generate more ”Likes.”
So with a $50 ad campaign, I ran a 10-day trial spending it on a $5/day budget. What did I get you ask? A lot! The 10-day campaign increased my pages likes by 62%. It actually improved fan engagement drastically too! As a blogger, that allows me to give more to my fans through relevant, well thought-out content.
Was it a fluke? Could I do it again? A few days later, I was happy to realize, that yes, I could try it again. The PWB Facebook Page was sent a similar offer.
Once again I set off with $50 in free Facebook Ads, but this time it was for a company that markets to B2B. The free ads for PWB only generated a 6% increase in “Likes” however it also improved user engagement and the overall virility of our posts. Our content didn’t change much, however the increased visibility the ads afforded us allowed us to get further with our Facebook Page.
With two “wins” under my belt I was very excited to try ads a third time which happily happened when another client Facebook Page that I manage was offered free advertising dollars. The client is a Ypsilanti bariatric surgeon, and with obesity being in the media often enough, I wondered how the campaign would run. Would it gain a lot of new “Likes”? Would engagement improve like the other campaigns?
Engagement did improve, and the Facebook Ad campaigns did generate a 10% increase in the number of “Likes”. What was enlightening to the client however, was viewing the demographic data provided by Facebook analytics. The client was also able to clearly see that many Facebook fans come back to the page with a much frequency, which indicated a good amount of brand loyalty!
One of our current clients is going through a website redesign and has indicated that they will use targeted Facebook ads, so I’m in a holding pattern. Through the three brief trials I ran, Facebook ads have certainly proven helpful on many levels.
Want to know more about advertising on Facebook or through other online marketing? We can help. Let us help you define a roadmap to help you reach YOUR business marketing goals!