Why Facebook Marketing is About More than Just ‘Likes’
Learning to use Facebook Marketing to grow a business (and not simply get ‘likes’) may be one of the smartest career moves you make this year.
What do you think of when you think of Facebook Marketing? Newsfeed? Fans? Posts?
See many of us who grew up using Facebook tend to think that Facebook Marketing is just an extension of the way we regularly use Facebook. We think that Facebook Marketing is mostly about creating an online community around a Facebook Page, acquiring and engaging fans and sharing and liking interesting content — oh and posting a few ads.
But this is not Facebook Marketing. This is Community Management.While the two approaches may share some overlap, understanding the difference between the two can open you up to a significant career opportunity in digital marketing. So let’s define them: Facebook Community Management includes any attempts to cultivate, nurture, or engage a community, primarily around a Facebook page. Facebook Marketing, on the other hand, is the process of using Facebook to drive people to take some sort of action with your business. So what are the three main things you need to know about Facebook Marketing?
It’s about real business results– For marketers who are interested in increasing conversions, Facebook is no longer social marketing. It’s performance marketing. And that means that ‘success’ is based on results (i.e. conversions, app installs, etc.) not ‘likes’ or ‘shares’. I’m not saying that increasing engagement isn’t important, it is. However, if you’re objective is to have users complete an action (i.e. fill out a form, purchase a product, engage with an app, etc.) then Facebook marketing can help you achieve these goals. Moreover, these results are measurable. In a given day you can know exactly how many people saw a Facebook ad on Newsfeed and then purchased something on your website or installed your app. Therefore, if driving real results excites you — Facebook Marketing may be the career choice for you.
It’s about data — People don’t realize just how data-driven Facebook Marketing can be. Facebook has some of the most precise targeting, optimization and measurement tools out there. This means that you can know how many mothers of 2-year olds who like Maccabi and use iOs, clicked on your ad on their mobile newsfeed at 3pm on a given day. You can then use this data to optimize your campaigns and make smarter marketing decisions.
It’s about seizing a career opportunity — Perhaps one of the biggest selling points about Facebook Marketing is that it’s: 1) new-ish — it’s only during the last few years that Facebook started releasing more advanced performance marketing capabilities and 2) ever-changing — Facebook is always evolving based on customer demand, use and trends. Moreover, Facebook Marketing is not just about marketing — it’s about developing a Facebook Marketing Mindset. A mindset that is focused on continuous learning, gaining new insights and applying them in creative ways to drive real results. And there is high-demand for motivated, auto-didactic individuals who know how to use Facebook Marketing (and apply the Facebook Marketing Mindset) to drive business growth. This is your chance to get ahead of the curve. To gain specific, relevant and in-demand skills to make a meaningful contribution to any company you work at.
And stay tuned for our next blog — The Facebook Marketing Mindset — and how to get it.