where should Facebook sit in our marketing mix?So, Where Does Facebook Stand For Local Business Marketers?

How much does it matter to be a Facebook marketer/ advertiser? A website remains the place where business owners can CONTROL their brand message online, including the depth of information necessary for those discerning prospective new buyers (and search engine crawlers looking to rank the good content); however, it is normal for local business owners to wonder where should Facebook sit in our marketing mix?

Let’s take a quick look at some data and ideas.


Traffic From Facebook Down

According to Chartbeat, direct traffic (e.g. measured part as visitor comes direct/ visitor browser set NOT to allow tracking) and traffic from ‘Google searches’ to business websites number higher than referral traffic from Facebook. In fact, that Facebook traffic has been declining since January 2017. At least traffic from people on mobile devices (see chart below) that is, but mobile is certainly a basis for traffic measurement and the data point is certainly very noteworthy.

Google Search Over Facebook Referral

For a time Facebook was one of, if not, the most important sources of traffic for marketers. For some business owners it was critical to be active there…. and, so far as social media networks go, it still is the most enormous gathering place online! While the data above suggests Facebook is trending down as a driver of traffic to business websites, the opportunity as a potential source of traffic & leads should never be underestimated! In fact, w
hen the work posted into any social environment is great, a positive side effect is often a social media presence that people will talk about … in the ways they personally like to talk online in these networks.


Facebook Ads Performance Up 

While Facebook appears to generate less organic referral traffic (to business websites) in the chart above, it’s still the largest social network! And in spite of that data above ADVERTISING PERFORMANCE has actually improved a great deal, which keeps (considering its’ targeting capabilities and low cost) Facebook on the shortlist of potential traffic driving opportunities. According to the latest internet trends report by Mary Meeker, the click-through rate of ads on Facebook has tripled since 2016.

ads improvement on facebook


Consider that advertisements in social network environments are generally an interruption versus, for instance, being visible when a person is actually searching for something. When it’s a search it is a qualified individual actually looking for something with specific intent; whereas, with social networks like Facebook advantages may include getting to them early or branding, a low cost per eyeball and specific interests targeting.  


Summary: Focus On SEO, But Keep Social Networks & Facebook On The Radar

For local business marketers, social media should play a role in an online strategy; however, a brand’s website content and its’ ‘search engine optimization’ must remain priority! Timely, authoritative content that offers the best user experience possible has re- situated itself atop the list of traffic drivers … but Facebook still matters! It also offers rare and specific targeting capabilities, a definitive advantage! 

Video Commercials And Small Business video production by Kinetic Knowledge

Social media platforms allow even the smallest business to advertise video commercials online to a potentially massive audience and without breaking the budget! That plus a share-friendly environment, where video can be viewed and then shared to friends easily, offers a revolutionary opportunity. Here are some tips for creating compelling video commercials. 

Commercial Video Type

Businesses typically use either promotional video or a commercial, and there is a difference between the two. Promotional videos are often more lengthy, possibly with detailed explanations for a product or service. They act more as a showcase for a brand’s offerings. A commercial is more likely meant to establish a brand in a memorable way, without being too long or cinematic.

Promotional videos can work well for specific initiatives like maybe a specific product launch; whereas, a commercial might be a unique and interactive way to introduce a brand to a target audience. Commercials are often used to drive traffic, maybe to raise brand awareness and/ or expand reach with new prospects.

Script For Video Commercials

A key component to some video is the script; its purpose being to convince prospects of the value in goods or services. And while most of us are not wordsmiths or copy writers, it is important to consider tone, intention and the target- prospect. The point is always to ensure an audience takes something important away from having viewed the video. With a script, consider asking these questions:

  • Who is this commercial for?
  • What problem does the subject solve?
  • What is the a call-to-action?
  • What is the goal?

And remember that while commercial video may be brief, pertinent information should still keep an audience interested while getting the point across!

YouTube And Facebook Video Ads

YouTube, Facebook & Instagram offer great options for advertising with video content. In fact Facebook ads can be integrated with Instagram to reach an even larger audience. YouTube charges advertisers when their entire ad is viewed (i.e. not when skipped over); whereas, Facebook typically charges a rate based upon impressions. For users to watch advertising video on Facebook they have to be logged, but with YouTube they do not. On YouTube ads are placed in-stream (i.e. ads play before a chosen video starts), but they also offer opportunities to pace static banners as overlays on or beside a random video. Facebook is tops for selecting keywords & demographic target information in order to ensure the video reaches the best audience.


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Why You Should Be Advertising on Facebook

Facebook Ads Cost Per Thousand

Graph From Moz Blog 2014

There is an endless amount of advertising opportunities for digital marketers. On any given day it is easy to get pulled in 100 different directions and it’s just unlikely you can understand & manage it all. So, it is extremely important to choose the opportunities that give you the best exposure to ROI! Facebook certainly offers an unparalleled amount of exposure and, due to it’s options for specific targeting, a potentially terrific return on investment.

Here are top reasons for why you should consider advertising on Facebook.

Your Customers Are On Facebook

Facebook has an enormous user base with 1.49 billion members worldwide and 22 billion ad clicks per year. With that size user base, it is guaranteed your customers are there. You just need to reach them! And, Facebook offers the resources and tools to help you do just that.

Facebook Ads Can Be So Inexpensive

A Facebook business page is free. However, it will NOT give you the reach with customers that you truly want and need unless you advertise. Luckily, the Facebook ads platform allows you to reach 1000’s of people per day at a very low cost. Now, of course, each type of ad opportunity has a particular purpose and they perform differently, but it is within the realm of possibility for any business to reach a couple thousand targeted consumers for $1 dollar per day. That’s affordable targeted advertising for any budget and a fraction of the cost of other online marketing opportunities. Daily budgets are possible too, so you are sure to never spend more than you can afford.

Facebook Offers Unrivaled Targeting

Between the ability to target behaviors, interests, demographics, connections, ages, languages, locations, you name it, you can target a very detailed group of people, maximizing the odds that you are reaching an interested customer. You can really dig in deep and layer these targeting options. This is how you can effectively stretch your advertising dollars and maximize your ROI.


Facebook offer you an amazing opportunity to create and target a custom audience made up of people that have already visited your site. In other words Facebook lets you market straight to your warm leads. This is an invaluable tool! Many times these customers just need one more push to be sent down the sales funnel. A well thought out, attention grabbing ad for your business while they are scrolling their Facebook feWhy You Should Be Advertising on Facebook| Kinetic Knowledge Monmouth County NJed is often that final push they need.

Facebook Clones Your Customers

Not literally, but close! Once you have been marketing on Facebook for some time and you have found your niche audience, Facebook allows you to clone them. This means using the “lookalike audience” option where you can market directly to a new audience that is similar to your high converting one and Facebook will find and deliver your ad to the lookalikes. With similar interests and demographics, etc, you are likely to be reaching interested customers.

With limited hours in the day, and all of the directions your marketing plans can go, focusing on cost effective, high converting, good ROI opportunities are THE ONLY way to survive. With these and so many more reasons you should be advertising on Facebook, it almost seems silly not too.

Boost Vs. Promote Page in Facebook Ads

Facebook Adverting | Boost Vs. Promote Page in Facebook AdsWhen you first step into the world of Facebook advertising it can be confusing, especially which format to use. With several options including clicks to a website, page likes, post boosting, email dumps and re-targeting you have what seems like endless options. For this post we’ll look at Post Boosts versus  Promoting the entire Page.

Start with a clear goal in mind, knowing exactly what action or conversion you want your ad to promote. With this,  you can then see which is your best option.

Facebook Ads Post Boost

If your goal is to have people engage with particular content, for instance maybe information about one product or service written up in a post, then you should use a post boost. Boosts put your chosen Facebook post in front of more users, and promote engagement such as likes, comments, shares and even traffic back to a website where sales may occur. And the higher the engagement rate, the more people will be presented with your posts organically. Therefor investment in a particular post boost not only promotes that specific content to more people, but it also has a domino effect on them with future content. In addition to the direct action taken on the ad and the exposure it creates, when a user engages with your post it is because of their action it may then be shown to that person’s network of contacts & friends as well.

Facebook Ads Page Likes

If your goal is to grow your connected audience and to  increase the amount of likes to your page, then promoting the entire page for more likes is the ad solution you should choose. You can directly target a specific audience of people who have interests similar or exactly like your page. You can choose to market based upon a specific age, gender, job type, interests … nearly anything! With Facebook, targeting options is a distinct advantage!

Growing the number of people who like your page increases the number of people who will see your posts in their newsfeeds. The more page likes the more potential increase in amount of organic exposure and, of course, engagement naturally. There is also a domino effect in page likes because when an action is taken by a user, their network is much more likely to see the page and possibly like it or share it themselves.

Facebook Advertising Strategy

A good Facebook advertising strategy leverages both of these ad types and others as well in order to promote the brand and get the word out. A balance between Facebook page like and engagement tactics creates a cohesive marketing strategy that keeps your business visible in the very crowded world of Facebook.