Facebook is the dominant player in the social media space, with billions of monthly visitors to the site. More, now, than a social space for friends and family, it is a viable and thriving marketplace of advertising and business for all those many users.

To continue our series on why you should use each social media site to encourage and grow your digital marketing strategy, we’re going to see Facebook’s unique abilities compared to its rivals in the space, as well as what to avoid.

Luckily, it doesn’t matter if you’re a huge brand or a small and upcoming business looking to spread the word of your ventures online, Facebook has all the tools you need for your digital marketing.

Pure Popularity

I think the first factor to consider when asking yourself if Facebook is the right platform for your digital marketing is also the most important – the sheer number of users on it. And because of the large numbers of people on it, there is also a large number of demographics to cater to and expose your brand to. If it’s pure exposure you’re looking for, look no further than Facebook.

Similarly, the way that social media sites like Facebook are designed to encourage users to stay on them and scroll continuously until your thumb hurts. This results in users spending an average of an hour on them.

throughs.

Do you want your brand to make friends with Facebook? Contact us at socials@frameworkmarketing.co.uk to see how we can help.

B2B & B2C Opportunities

When we think of users of social media sites like Facebook, our minds immediately go to those on their phones, bored on the couch. And whilst this is a huge portion of this already huge user base, you’d be surprised to know that business decision-makers spend three-quarters more time than everyone else. This is because they know how competitive the space is and are willing to spend the time and energy into searching through the endless possibilities provided by Facebook to ensure – or at least increase the chances of – higher traffic and sales possibilities. B2B players know that with the best targeting and messaging, there is opportunity for success.

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Audience Engagement

An important aspect of social media, one that keeps it so darn enticing for its users, is that it nurtures interaction for followers and fans of a page which is absolutely crucial to driving referrals and traffic to your own site. In many ways, your Facebook business page is like your second website and should be treated and nurtured as such.

Facebook advertising should always be used to grow a following and engage the audience, and fortunately the platform exists largely to do so. Naturally, over time follower bases will grow and wane, and the good thing about Facebook and its vast user base is that it is likely that your follower base will grow and replace those that leave in their wake, as long as you do your part of the work of course.

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Another unique selling point of Facebook is the metrics it uses to measure and track engagement through its Insights. Tracking and measuring is an essential tool in your digital marketing suite to understand what does and doesn’t work so that you can understand what to do in the future and continually improve your strategy.

With Facebook, you have some of the most ubiquitous audience engagement metrics known to modern man – likes and reactions. Outside of these, however, Facebook also lets you take a sneak peek at your business reach, how many people liked, clicked, and shared your content, and even lets you in on which posts resulted in followers ‘unliking’ your page.

Multi-media marketing

Facebook is an increasingly multi-media platform, with predictions that it will be mainly video content within the coming decades. As well as being able to post text, Facebook lets you upload other content like imagery and video surrounding your business, something which is infinitely more engaging for your customers – current and potential.

However…

As we’ve mentioned in previous posts, is that what “Facebook is not ideal for organic reach”.

Consumers don’t tend to purposefully follow their favourite brands on Facebook, opting instead for shorter form sites like Twitter for this sort of interaction

What this means for your advertising on Facebook is that you should focus less on your organic reach among users, but instead a solid paid ad campaign.

Eye-catching, effective adverts plastered on millions of social media feeds are your best chance at getting some ROI from your social media marketing.

Not getting the right exposure or engagement with your construction brand on your socials? Download our FREE content planner to hone in on the most effective content for you.

For Facebook, the advert wants to utilise text in whichever way best complements the visual element. The text can relay strong messages and CTA’s, alongside a simple picture of your product or service.

The text could also convey a sharper message like short customer testimonials or bullet points of your products or services if your visual element (video, GIF, etc.) is more attention-grabbing and informative.

Either way, with Facebook it’s important not to clog your users’ feeds with too much of either element; doing so runs the risk of your ad becoming more of an eyesore, being skimmed over and ignored, and creating far fewer click-throughs.

Click here to read the previous post in this series: Why should you use LinkedIn?