Listen around and you’ll hear that Facebook’s useless.
It’s had its day. It’s not cool anymore, it’s full of spam, and your wife’s brother looks a bit like a fat Sylvester Stallone on some of his photos.
If that were really the case then nobody would be using Facebook. If anything Facebook’s in rude health – by the end of June Facebook saw 1.32 billion monthly active users and 1.07 billion mobile monthly active users.
People love to hate the establishment. Even Terry Gilliam knew that when the Pythons reformed last month. “We’re older, we’ve become the establishment we took the piss out of,” he said. But the Monty Python Reunion consistently sold out.
Facebook has been the establishment for quite a few years now, and people are still addicted to the world’s number one social media platform.
Local social taking flight?
I was talking to my friend Jonathan over at FB PPC the other day and wondered aloud to myself if the marriage between social media and search has ever really taken off.
Social media and search engines have their own paid-for models, of course, and anyone looking to use a content marketing strategy will typically generate better results if they incorporate social media.
There’s always been a bit of a blurred line between social and search, with Google seeing the likes of Facebook and Twitter as competitors more than partners in search.
Social signals do play a part in certain search strategies, but Google’s very public sway toward local search with the Pigeon algorithm and the launch of My Business could make Facebook advertising more important than ever.
Are you a local business that uses social media PPC for your website? What are your experiences of it? Let me know in the comments section below.
Creative Facebook advertising
Google Pigeon is the name for Google’s recent local search algorithm which is shaking up local results.
But while it’s been praised as a step in the right direction for local search a number of webmasters have noticed that directory sites are now ranking higher than the actual businesses themselves for certain search terms.
If that’s now the trend then small businesses will need their site to be more visible than ever before to their target market, and social media PPC could be the answer. And I firmly believe that, at the moment, you stand to get more bang for your buck with Facebook advertising.
Since I last talked about Facebook advertising the medium has seen a serious overhaul. Now people can choose campaigns focused entirely on the results they want whether it be page likes, website conversions, app engagement, and more.
What’s more the advert manager is still incredibly easy to use, is very approachable, and a wonderful way for brands of all shapes and sizes to boost their profile to a very specific target audience.
Being able to choose people by location, though, is one of the most impressive thing about advertising on Facebook. Put some budget aside and get it right and you’ve got an incredibly powerful marketing tool at your disposal.
What’s your favourite social media channel for marketing? How do you manage your relationships with existing and new business? Let me know below!
Local social marketing that works
I’ve always said that a website has to work for your business instead of just existing. There’s little point in throwing money at a website if it isn’t going to generate leads and interest for your company.
And, similar to a good Google AdWords strategy, Facebook advertising can help generate immediate interest if you get your ads right and target them toward your target market in your local community.
So how do you use Facebook advertising to improve your local presence? Here are some tips:
Target and profile the right people
Facebook’s effectiveness comes from its ability to be amazingly specific with what you want to achieve. If you were to look at your strategy and say “I want to use Facebook to convert more sales on my website in the Kent area” then you can jump in and experiment straight away.
The amount of data Facebook has made available from its users, such as the films they like and books they’ve read, also allows you to pick people based on a certain profile according to your strategy.
Clear images and descriptions
Facebook allows you to set your adverts with clear images and descriptions to give people incentives to click through, like, and other calls to action. But people often just give the hard sell instead of promoting incentives and using other forms of visual advertising.
Create calls to action that accentuate your relationship with the local area, such as pictures of the store front in its location or images of staff interacting with the local community. Present images of the shop’s interior to give people an idea of what to expect when they visit.
Promote local content
Again, don’t advertise with a hard-sell approach, that’s one of the easiest ways to turn off potential and existing customers. As I mentioned before content and social strategies are incredibly complementary and can attract a whole new local audience.
Create content about how your business works with and interacts with the local community and promote some posts with Facebook advertising. It shows another level of your business, and will help you develop invaluable links with people in the long-term.
One of the negatives about Facebook advertising is that making a campaign can be so simple that it’s easy to overspend and get carried away, especially if you’re making use of other online marketing channels.
With the amount of campaign choice available you need to make sure that you aren’t competing against yourself with similar advertisements and wasting your money. Facebook management may sound like a silly phrase, but get it right and you can build a huge loyal and local userbase.
If you’d like to know more about Facebook advertising and social media PPC contact the Webpresence team today!