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Learn Facebook Marketing

What is Facebook Marketing

Facebook is the largest social media network in the world with the highest number of daily active users compared to any other social platform. Marketing on Facebook means marking your brand’s presence on Facebook through pages and showing your products and services to the like-minded people through groups and ads and making them follow your brand to drive engagement and sales through regular updates thereafter. Profiles created by users allows Facebook to read their behaviour based on their likes, content they engage with and their demographics. With Facebook’s advertising tools, a business can target the audience with behaviour similar to their business model.

Facebook Marketing for Travel Businesses

Travel has evolved as the fastest growing industry in over a decade. Millions of people across the globe are already exploring the world or are willing to. Facebook has played a vital role in inspiring people to start travelling by showing them where their loved ones are travelling, photos and videos of the most exotic places and experiences across the globe and other information related to destinations and experiences. This has given travel businesses an opportunity to let their brand’s presence be felt on the platform and sell their best of deals and promotions to the highly targeted audience interested in exploring the world.

Pros and Cons of Facebook Marketing

Pros
Low Cost: Compared to all other advertising platforms, Facebook ads have the lowest cost per 1,000 impressions (CPM). With a specific purpose in your mind to grow your business, you can choose the right ad type to quantify your goals.

Highly Targeted Audience: Facebook processes the information entered by users in their profile and the content they engage with. On the basis of this information, the users are categorised as per their location, age, gender, hobbies and topics interested in allowing us to target highly filtered audience.

Cons
Low Organic Reach: Your content will not be seen until you pay for it as the concept of SEO that works in Google, doesn’t work on Facebook. People on Facebook are following more and more pages every day, and as a result, they are bombarded with a wide variety of content, and it is difficult for your content to outshine others without paying for Facebook ads.

Paying for Non-Revenue-Generating Content: Facebook is more of an information sharing platform that generates leads. Therefore, brands need to focus more on information sharing then driving users to fill a form or make a purchase. Despite this, brands should understand that this con is a pro in disguise because eventually the content will turn their Likes into Fans and they can drive sales without any pay in the near future.

Pages

Pages are basically profiles for businesses, organisations and public figures. Users on Facebook Like and/or Follow these pages to automatically receive updates from them. As a brand, you need to provide as much as information available while creating a page like a profile picture, cover photo, about section and services. You also need to make sure that not just offers, you can also share company updates or other engaging content to keep your following engaged because with lack of engagement from your followers, your updates will start vanishing from your followers’ news feed.

Groups

Like-minded people on Facebook often create communities, known as Groups, on Facebook to share their knowledge, views and content on specific topics. Unlike pages, Groups have a high level of engagement because members are allowed to share any type of information they want without any objection. Brands can create groups with their brand name and have a healthy discussion with their potential customers about the services offered to them, their feedback and try to resolve their problems in the group itself without risking their page’s reputation.

Facebook offers an advertising platform that allows brands to target their audience through ads on the basis of not only their demographics and geographic profiles but also their browsing behavior and content they engage with. There are different types of ads as well, that can be served/publish on the basis of goals you want to accomplish.

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Overview

Facebook started off as a social networking platform where people can connect with their long-distance loved ones or others with whom they can’t meet daily to know what is happening in their lives, engage with the content they share and share their own content with them. But soon, Facebook started storing and processing the information supplied by its user while creating their profiles and type of content they engage with on the platform. Then with brands debuting on its platform through pages, Facebook decided to offer them with an advertising platform where they can target their potential audience through ads using the processed information. Facebook tried to identify the most common goals a brand can think of to grow its business and created an ad type for that.

Choosing Your Audience

Facebook offers three options for choosing your audience.

Core Audience: Choose the people who you want to reach based on their demographics, location, interests and behaviors.

Custom Audience: It also allows you to upload your existing client data-base to connect with your customers on Facebook allowing you to foster your relationships with them and drive sales.

Lookalike Audience: With this, you can find more people on Facebook whose behavior matches with your existing clients or customers which in turn increases your chances to engage them with your brand and drive the sale.

Choosing Your Ad Format

Facebook is a platform where everything you share is a story. The art of storytelling on Facebook can be excelled by increasing the use of different ad formats or a combination of those formats. Ad formats available are Images, Videos and Text. These ad formats are compatible with every device and adapt according to your network speed; giving your ad a great look everywhere.

Many studies have shown that videos are the most engaging format of the ad while the text is the least engaging.

Choosing Your Ad Type

As discussed before, Facebook has created different ad types to help its advertisers fulfil the goals they have and grow their business. Ads can be shown on Facebook directly in the news feed, through instant articles, with in-stream videos, and in the right column of the app (for desktop only). Some of the top adverstisement types are:

Lead generation ads - Helps you collect information from people who are interested in your business.

Offer ads - Discounts you can share with your customers on Facebook

Post engagement ads - Deliver more likes, comments, shares and post views by boosting the post

Event responsive ads - Promote awareness of your event and drive responses.

A page like ads - Drive users to like your Page