Facebook Marketing

Facebook Marketing For Small Business

Facebook marketing can be an advantage for small to medium-sized business owners, but it’s important to understand what the social network offers before spending any hard-earned dollars. For starters and maybe the harsh reality of posting (as opposed to paid advertising) on a Facebook business page news feed is that only the folks who have liked the page may see it. Wait, was that “… they MAY see it?” Yes, it is unlikely that even 10% of your followers will ever see posts hit their news feed.

Less than 10%? Yes, that is unless you a) boost or b) advertise. And while Facebook can offer some of the most incredibly specific ad-targeting ever, the days where all voluntary followers just see your posts in their feed are long gone!

How Does Facebook Advertising Work: Boosting Vs Advertising?

First, let’s understand how Facebook Advertising works. While regular posts demonstrate an effort to humans who visit and, in some cases search engines who look at an entity’s entire web presence, the posts will get limited visibility on Facebook (i.e. amongst like-followers) without advertising. In order to broaden visibility on Facebook, a business has no choice but to invest either via ‘boosted posts’ or Facebook Ads Manager.

Either option offers an unparalleled ability to target custom audiences including based upon the most highly specific interests or characteristics. So let’s take a look at these options and what they can offer.

Boosting Posts

Boosting a typical post to someone’s news feed is going to have a cost, but it will (at least) guarantee the post reaches all like-followers. Plus it can push a post way beyond those followers to a broader and hyper-targeted audience. You can also boost a post into Instagram.

It is the simplest way to advertise, but different from Facebook Ads in that it does not offer or require creation in Ads Manager with all of its’ customization features. Boosting a post gets right to the point: pick a target audience, a budget to reach that audience and a timeline to spread it over. Once launched, the target Facebook user will see the post on her or his news feed during that timeline. Boosts are similar to Facebook Ads ONLY in that they require a budget.

Facebook Ads

Facebook advertising goes further than a ‘boost’. These are created differently, in the FB Ads Manager. It offers a ton of different customization options. Whereas boosted posts might keep a brand on the radar of those who ‘liked’, maybe some shares from them too, plus reach more targeted folks, Facebook Ads are going to help you to drive website conversions and sales.

With Facebook Ads, there’s not only the choice of placement into lots of Facebook News Feeds, but into side ad opportunities, messenger ads, Instagram stories, and to the Audience Network. FB Ads Manager offers design options. You can create a carousel ad, call-to-action buttons to help motivate the audience, and enter specific descriptions too. Going beyond interest, age, and gender, the FB Ads Manager supports overlapping, lookalike audiences, and more. The key difference being the Ads Manager offers options to better support real conversions and sales.

Facebook ads can be a powerful marketing tool for your small business. With measurement and unparalleled ability to target based on specific interests and custom audiences, Facebook ads can be the difference maker—to help your business cut through the noise, reach new customers, and grow the business.

Facebook Marketing

Understanding all of the above, your business should decide what it wants to achieve in FB first and then choose accordingly. If you want audience engagement and brand awareness, boosting a post will do it. It may even grow the audience, but if the goal is conversions and sales, then consider more advanced ad types, tools, and campaigns with Ads Manager.

where should Facebook sit in our marketing mix?Where Does Facebook Stand For Marketers?

How much does Facebook matter for local small to medium-sized marketers? A website remains the place where business owners can CONTROL their brand message online, including with the depth of information necessary to impress the most discerning prospective leads (as well as search engine crawlers looking to rank the good content); however, it is normal for local business owners to wonder where should Facebook stand for marketers or in my marketing mix?

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


Traffic From Facebook Down

According to Chartbeat, direct traffic (i.e. entered exact URL into a browser or has browser set to no tracking), and traffic from ‘Google searches’ to most business websites is higher than referral traffic from Facebook. In fact, 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 so the data point is certainly 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 unique information is posted into any social environment a positive side effect is often a presence that people will talk about.


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 must keep Facebook (especially considering its’ targeting capabilities and low cost) 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 search, it is a qualified individual with specific intent; whereas, with social networks like Facebook the advantages may include getting to them early and branding.  


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 a priority! Timely, authoritative content that offers the best user experience possible has re-situated itself atop the list of traffic drivers, but Facebook also matters! Especially because it offers such specific targeting capabilities, a definitive advantage!