You may have noticed poor results in your latest Facebook marketing campaign, or maybe you’ve just stumbled upon an article that says, “Is Facebook Marketing Effective?”
In some ways, Facebook has changed a great deal, so it certainly does feel like posts or Facebook ads are not as effective as they used to be, but whenever we use technology in marketing, changes are essentially inevitable.
The truth is, the opposite effect may be happening: what we’re doing may simply not be working for Facebook. But fear not, this article is meant to help you get the most out of your Facebook marketing, so you grow faster, get bigger results, and make conversions to help your business.
Do Facebook ads work in 2019? Is Facebook marketing worth it? These are fundamental, head-scratching questions, but if you’re wondering is Facebook marketing effective, we believe it is, if you do it right.
Most companies are using Facebook in the wrong way. Most companies think they can just post an image or article on their page and then that post will be shown to everyone in their area who likes that page.
These companies or personal brands assume that by doing simple posts, they can grow their brand, increase online engagement, and boost sales. Unfortunately, while this somewhat worked in the beginning, this simply isn’t enough anymore.
Daily posts do not increase sales and daily posts do not increase engagement. In fact, more than likely, daily posts will only get interactions (comments, likes, etc.) from the same handful of people.
Businesses rely on the organic algorithm to drive their posts and boost content to their audience, but the formula has changed.
Why does this happen?
Back when Facebook first came out, the organic reach was close to 25 percent of the audience, meaning 25 of every 100 followers would see the post. Now, the organic reach is less than 1 percent. So even if you’ve put in the work to round up your first 10,000 Likes, that doesn’t mean all 10,000 are seeing what you’re doing online.
These days, the only way to guarantee that people see your posts is for businesses to create ads. Otherwise, you’ll continue to think Facebook marketing is dead.
Creating ad campaigns is really the only sure-fire way to make Facebook work for your business. It guarantees reach and engagement by simply putting your posts in front of people, (but then, the post still needs to be great!)
Many businesses don’t spend enough in the beginning to get the results they desire. They attempt somewhat of a one-and-done approach, as if tossing a snowball off a mountain will guarantee momentum.
But running one ad will not lead to followup or re-marketing. It also doesn’t produce enough data to create a better game plan for the future. Is Facebook marketing effective? Yes, but you need to work it in the correct manner, which means collecting data and taking specific actions.
Facebook ads not effective? There’s a cure…
The program, Facebook Pixel, is a code you place on your website to collect data and track conversions from Facebook ads to better optimize future ads and target specific audiences.
Not only can you create original momentum, but you can also re-market to people who have taken small actions on your website, so you can invite them to take larger actions, such as making a purchase.
Facebook Pixel places and triggers cookies to track user data from your website and Facebook ads. This works in a few different ways, but the key here is to make sure your ads are seen by the people who are most likely going to take a desired action.
The 3-Steps of Facebook Campaign Mapping
When using Facebook to grow your business, it’s vital to have a set of goals in mind. As business author Peter Drucker said, “What gets measured gets managed,” so it’s crucial to track your progress and then learn from any mistakes to improve results.
What are your objectives to generate interest in your product or service? For starters, think about brand awareness to increase potential clients or customers of your business, service, or brand. What makes you stand out from the crowd?
Then, think about reach. Show your ads to as many people as possible, then cut back to see who most resonates with the type of content you create. Or, pay more attention to the group you wish to target and create content specifically for that group.
Think about brands that you are currently aware of in your specific niche. What are they doing to get noticed? And, perhaps more importantly, what did they do to get noticed before they had a larger budget geared towards awareness?
When trying to boost engagement, think about you would like for people to think about your business. Evaluate web traffic from Facebook to specific URL sites, then check for social engagement.
Where are you currently getting Likes, Comments Shares, or Claimed Offers for your page? Many times, this is where brands start to pivot in small ways to better please their growing audience. Check for app installs, video views, or anything that creates results for your campaigns.
Then, look to lead generation. Create ads to collect info from people interested in your product. The most common example here might be a newsletter, but your newsletter either needs to be different from the competition or wildly entertaining and informational, so people want to open emails from your brand or service.
This is also true for messages or any other form of communication for your business. It’s also an area where you might need to think outside the box or hire help to pinpoint a strategy.
For example, one real estate company in North Carolina has a Plan B text message (when nothing traditional has worked), that says, “Hey, either you’ve sold your house or been abducted by aliens, but please let us know, so we can help you out!”
Sure, it’s kind of goofy, but it definitely stands out amongst other realtors trying to land a lead. And, one way or another, it usually gets a response.
What are your conversion objectives? How will you encourage people interested in your business to buy or use your product or service?
Conversions, or call-to-action points, are meant to encourage people to take a specific action on your business. This might be adding an item to their cart, downloading an app, registering for your site, or simply making a purchase.
That said, there are a number of ways conversion stops. If a potential customer likes your ads and your social, but your site is confusing (or just a little different), they may not make a purchase. The website ClickFunnels compares this action to a cat. As soon as the cat notices something is not quite right, it will run off. Don’t scare away potential leads with confusion.
To find the real problem, however, you need to know your main goal in the first place. Are you trying to collect emails or sell products? Or, which one are you trying to do first? It would be nice to do both at the same time, but this isn’t always the case, especially if you’re trying to sell a big ticket item.
As you start to uncover some conversions, start to catalog sales and track your results. Show products from your online catalog to generate sales and then look to store traffic. If you have storefront locations (brick-and-mortar), promote these locations to customers.
In the end, if you’re wondering is Facebook marketing effective? Yes, but the rules have changed and will likely continue to change, so get ready to gather your data and create campaigns to grow your audience, boost sales, and get results.
More on Facebook Pixel…
Facebook tracking pixel data helps companies ensure ads are seen by more people to get more results. This way, your business or brand can improve conversion rates and get a better return on investment.
Even if you haven’t installed Facebook Pixel yet, when you do install the program, data collection starts right away. The quicker you collect, the quicker you can start to see the real results your company needs to grow.
Once the numbers start to roll in, you can build conversion tracking, Facebook retargeting, lookalike audiences, and start to optimize Facebook for conversions, value, and various other tools and metrics.
A few specifics you can track include purchases, leads, registrations, add payment info, add to cart, add to wishlist, initiate checkout, contact, view content, find location, schedule, start trial, and so on.
The fashion brand Revolve used Facebook Pixel to create a lookalike audience and their next campaign saw a 28 percent higher return on ad spend, along with a 20 percent lower cost per acquisition. What could you do with a 28 percent higher return?