4 Reasons Not To Forget About Facebook

The Social Network was one of the biggest movies of 2010. Think about that for a second.

2010.

That’s six years ago.

Six years is a very long time in the information age. Companies can rise from nothing and fall into obscurity in half that time. Remember Myspace …? … Either version?

So yes, The Social Network was a huge cultural moment in 2010 because Facebook was at its peak … well, peak Facebook. Fast forward to 2016, and while Facebook is hardly dying off, it has become so ubiquitous that one might be forgiven for thinking of it as just part of the internet’s wallpaper. After all, it can be easy to forget about social media’s oldest progeny given the proliferation of all these newer, flashier, more “2016” models: the Snapchats, the Instagrams, the Twitters, the Pinterests.

As we like to say at Gorillaz Media — it’s a jungle out there.

But it can be dangerous to ignore the jungle’s king. Just because Facebook is comparatively old, in social media terms, doesn’t mean that it’s old hat. Its teeth are still sharp — and it can still kill when it comes to launching an effective marketing campaign.

Its teeth are still sharp — and it can still kill when it comes to launching an effective marketing campaign.

It’s all about how you use it. If you lack a strategic plan, you risk the danger of running a “spray and pay” campaign: wasting money on ineffective, random ad buys that never hit their mark. And it’s no wonder why this happens — Facebook offers so many different advertising options that it can be downright confusing to work out which is the right one for you at any moment.

But Facebook ads can be cheaper than pay per click in most cases — and that’s just the tip of the iceberg. The fact is, when your business’ mission is to get word about your brand out amongst the masses, Facebook is just as valuable a marketing tool as any other social media platform.

Here are just some of the reasons that you shouldn’t forget about Facebook.

Life event ads are a great way to be pro-active

In recent years, Facebook has been pitching itself more and more as a lifelong companion.

It’s all about how you use it. If you lack a strategic plan, you risk the danger of running a “spray and pay” campaign: wasting money on ineffective, random ad buys that never hit their mark. And it’s no wonder why this happens — Facebook offers so many different advertising options that it can be downright confusing to work out which is the right one for you at any moment.

But Facebook ads can be cheaper than pay per click in most cases — and that’s just the tip of the iceberg. The fact is, when your business’ mission is to get word about your brand out amongst the masses, Facebook is just as valuable a marketing tool as any other social media platform.

Here are just some of the reasons that you shouldn’t forget about Facebook.

Life event ads are a great way to be pro-active

In recent years, Facebook has been pitching itself more and more as a lifelong companion.

It’s the place to announce that you got engaged to the love of your life; your friends will want to throw in their hearty congratulations. You turn to it following the birth of your first child.

And along the way there are countless other smaller events. A work promotion here, and — of course — the birthdays.

With Facebook positioned as a lifelong diary, scrapbook and photo album all rolled into one, there’s no wonder it managed to become part of life’s backdrop for so many people.

Facebook allows you to target users based on these life events. What about a birthday promotion? Promote an offer to an existing customer, fan, or new prospect whose birthday is coming up in the next two weeks. Perhaps you’re a jeweller and want to promote your rings to couples about to celebrate their anniversary. If you are an insurer, you can push your advertisements to reach people who have recently bought a new house.

Facebook allows you to target users based on these life events. What about a birthday promotion? Promote an offer to an existing customer, fan, or new prospect whose birthday is coming up in the next two weeks.

It’s these little tips and tricks that helps make Facebook a more proactive marketing tool.

Videos are great… so long as the video is great

We humans are visual creatures. If you want to get our attention, don’t just tell us — show us.

A slab of text is never going to be the most effective marketing tool on Youtube or Instagram. But it might work well on Medium, Linkedin or Facebook if it’s done correctly. (Afterall, where are you reading this?)

Nevertheless, videos are the new attention grabbers. Of course, there’s one big caveat — your video is only as good as the content it provides.

Simply put, don’t bother throwing together a video when you don’t have quality content to promote. Humans may be visual creatures, but we’re not stupid. Your prospects will quickly be able to tell when you have something worthwhile to impart and when you have nothing.

Your video is only as good as the content it provides. Don’t bother throwing together a video when you don’t have quality content to promote.

It’s not as simple as promoting videos with good content though — it’s how you present that content that counts. Few people watch more than 50% of an entire video which means that you need to get smart. Cut shorter videos, and consider pushing your most important points towards the front half of its runtime. Recent research suggests, that even one second videos can significantly improve brand recall.

And there are other tips too — your audience is twice as likely to opt in to the video if there’s a human face in the thumbnail.

Then there’s the sound issue — up to 85% of videos are viewed without it! So be wary of over-scripting your piece and consider adding subtitles.

The world’s fourth best theory

Everyone knows who Tiger Woods is. But do you know who the world’s fourth best golfer is?

A golfer does.

When you are trying to reach a target market, be specific. If you own a golf course and you need to get word out about the quality of your green, your professional golfing lessons, your two hat restaurant or your exclusive membership programme, there ain’t no use drawing on golfing references that anyone would understand.

When you are trying to reach a target market, be specific.

Instead, demonstrate your expertise! At the end, you want to talk to prospects who already have at least a passing knowledge of your field. Name dropping the fourth best golfer is one way to do that. When you go too broad, you miss the chance to actually reach your target audience.

But how do you make sure you are specific? Well …

The demographics of promotion

One of the great advantages of Facebook advertising is the range of demographics that you can use to filter your marketing efforts through. After all, no one business is for everyone at all times, right? Of course not. As such, it makes little sense sending out a blanket marketing bomb across Facebook. You need to target your promotions directly at those most likely to connect with what you have to offer.

You need to target your promotions directly at those most likely to connect with what you have to offer.

Can consumers do business with you online, or do that have to come into your store? If it’s the latter, you might look a geo-targeting your Facebook promotions to a five or ten kilometre radius.

What are the buying habits of people in your target market? If you work in pest control, people only come to you when they already have a problem. If you’re a fashion outlet, your prospects a more likely to make impulse purchases.

How you weigh up all these issues will feed into how you decide to target your promotion. You can push advertising towards people of certain age groups, genders, interests, locations or a combination of all of them. The more carefully you define who you are trying to reach, the more chance you have of reaching them — and getting conversions.

With so many users treating it as a collage scrapbook crammed full of all their interests and ambitions, Facebook may in fact be the most effective advertising tool of all the social networks.

It’s time to get started!

It’s one thing to remember the granddaddy of social media platforms — it’s another to put a sound Facebook marketing plan into action. These are some good places to start, but if you want to make a real impact, give Gorillaz Media a call and we can talk about how your business can make the most of Facebook.