At a recent lunch with another Vancouver-based content marketer, I was surprised to hear that her company isn’t advertising on Facebook yet.
“My boss doesn’t think Facebook advertising is good for B2B marketing,” she confided.
That’s surprising to me given that an increasing number of businesses now do some form of advertising on Facebook. In fact, marketers simply accept now that organic reach on the site is practically dead and that Facebook is essentially a pay-to-play ecosystem now.
Photo credit: marketingland.com
My friend’s confession made me think, however: are there really some legitimate reasons why companies shouldn’t take advantage of Facebook advertising?
Here are four potential reasons why Facebook advertising may not be for your company.
Your target audience is super niche and isn’t on Facebook.
As of this writing, Facebook has 1.71 billion monthly active users. The site’s daily active users is 1.03 billion. On mobile, 1.57 billion people access Facebook on a monthly basis.
In other words: your audience, no matter where they are in the world, is potentially on Facebook.
Even millennials and teens/Gen Z, people who are supposedly abandoning traditional social networks in favor of Snapchat, are still on Facebook.
Photo credit: Statistica.com
That said, I do recognize that some very niche audiences may not be on Facebook…
Unfortunately, I can’t think of a specific example. Even people who work in B2B still hang out on Facebook because the site has become the place to go to keep up with friends and family. While they may not be on Facebook with their working hat on, the site is still a place they hang out at frequently.
This all comes down to proper research. If you’ve done your homework and consumer insight clearly shows that your audience isn’t on Facebook, then you absolutely shouldn’t care about advertising on Facebook. After all, following your audience is marketing 101. The key is to be absolutely sure your target audience isn’t on Facebook. That’s a very small chance, so avoid relying on assumptions and do your research first.
You lack compelling products and content.
Look, Facebook advertising—or advertising in general—won’t magically turn your mediocre product or content into something special.
A compelling product or content is imperative for social advertising success. Without it, you won’t see real results. Because while attractive creative assets and clever ad copy might get people to pay attention and click, you won’t be able to close the deal without a truly compelling offer.
As a marketer, you probably can’t do a lot regarding the product you’re selling. So if you have a not-so-great product, your company should focus on fixing that first before you put the pedal to the marketing metal.
You should be, however, be able to influence your content. Aim to do epic content marketing. Create big rock content that’s informative, entertaining or provocative. Once you have that, you can start thinking about distribution and begin to consider Facebook advertising.
Your website sucks.
Some ad formats like lead ads and video ads don’t require people to visit your website in order to access your advertised content or to give you their information. But to really take advantage of Facebook ads, you’ll need to direct people to your website at one point.
Remarketing on Facebook, in particular, involves advertising to people who have already visited your site. You can’t retarget people on Facebook if they’ve never interacted with your site.
Photo credit: wpdevshed.com
You need a presentable website to really get more out of Facebook advertising. At the very least, you need landing pages that convert.
Think about the user experience of people who might get to your website from a Facebook ad. If the experience is subpar, it’s time to take a pause on Facebook advertising and fix your website first.
You can’t afford a couple hundred of bucks.
Advertising on Facebook is super cheap. In fact, from my experience, putting in a few hundred bucks for a high-quality e-book or webinar is enough to attract a decent number of leads.
If your company hasn’t allocated money for social media advertising, then unfortunately, you’re out of luck. My advice? Convince your boss to try it. Start small, learn quickly and continuously optimize.
As a digital marketer, you need to be open to experimentation. Without trying Facebook ads yourself, how do you know for sure it won’t work for your organization?
Some not-so-great excuses not to try Facebook advertising
Now that I’ve gone through some legitimate reasons why Facebook advertising isn’t for you, here are some lame excuses.
You’re a B2B company.
Newsflash: People work at B2B companies. So your target audience? Provided they’re human, they likely use Facebook.
Facebook advertising isn’t only for B2C companies—at least, not anymore. In fact, Facebook has been recognized by many marketers as the social network with the highest ROI.
You’re already getting traction on organic social.
First off, congrats!
If you’re already getting a lot of engagement, traffic and conversions from your Facebook page alone (without paying), that’s great.
This doesn’t mean you shouldn’t invest in advertising though. In fact, if you’re already successful in organic Facebook, that means you already have the fundamentals necessary to succeed with Facebook advertising. You already have a great product, a usable website or high-quality content.
My advice: if you’re already seeing success on Facebook, allocate a small budget to amplify your very best offers. I bet you’ll see compelling results.
Facebook isn’t one of your top traffic drivers.
Well, if you’re not advertising on Facebook, then of course it isn’t a top traffic source for you! Gone are the days when you can expect to see decent traffic on Facebook. If you want to see traffic and conversions from Facebook, you need to pay up.
Why aren’t you advertising on Facebook?
My friend was able to convince her boss to try Facebook advertising. It’s early days for their company, but I gave her a heads up that there’s a learning curve to learning the Facebook advertising platform. Provided the company she works for has compelling content (which they seem to have) and a good product, I don’t see they won’t see some traction.
Is your company avoiding Facebook advertising? Do you think I am totally off with my comments in this blog post? Comment and debate with me below!
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