We definitely understand Social Media, but we’re also trying our best to make sure we apply “best practices” given it’s relative beginning as an industry. The players (primarily Facebook) are even still trying to figure out their own popularity on the Internet and many things are broken. A great example is how “New Facebook Pages are not even found” on the Internet or even within Facebook. You should read this thread to the end to see the various issues.
We’ve even blogged about how Facebook isn’t necessarily the “cure all” in getting you website traffic or be your businesses’ front page. The above thread should be reason enough to question Facebook pages as a marketing tool, but more importantly, as we all know we need to truly think out things before asking someone to help us get 8 million likes on our Facebook page.
At the same time, we realize that “Facebook” and it’s different permutations like “facebook login” or “facebook.com” are the most searched phrase(s) online. We document it here in our firm’s study of “what people are looking for online”. But let us at Seattle Organic SEO get it right before you stand in front of the 1.68 billion potential searches monthly for the social media hit in 2010 (and possibly beyond).
The power of Facebook Ads is tremendous (and growing):
Facebook (desktop/mobile): 1.18 billion daily active users, as of September 2016.
Instagram: 600 million users, as of December 2016 — with 50% of all users following a business.
Facebook Messenger: Over one billion monthly active users, as of July 2016.While those are a big numbers, it’s just the visible part of the iceberg. What’s fascinating is the amount of time people spend with this network. In May of 2016, Zuckerberg announced that globally users spend 50 minutes a day on average with Facebook properties. That is head and shoulders above any other tech property — and almost as much time as people spend eating and drinking each day.
Why You Should Invest in Facebook Ads
Mobile Marketing Silver Bullet
According to research from Google B2B buyers have increased the amount of mobile research they do by 91% year over year throughout the B2B purchase path. Facebook has cracked the code on mobile marketing.
This is important because as consumers have shifted to mobile over desktop so have B2B buyers. They now do more research, reading, and work on their phones — and spend time on the Facebook app/Instagram/Messenger.
The Best Ad Technology Available
Facebook offers some of the most powerful, innovative and advanced ad units and targeting. But they present it in a way that makes it easy for marketers to execute. Ads are built around your goals, which makes getting started simple for inbound marketers. Let’s dive into some of their best tech for B2B.
Targeting: Facebook puts heavy duty technology to work to help you reach and connect with the most valuable people for your business. Most marketers start by targeting Friends of your existing users, visitors of your website, or people in your CRM lists. These options can be very powerful but what may be most effective is Facebook’s audience expansion tool Lookalike Audiences.
Ad Units: Facebook is also rolling out better B2B ads, like Lead Ads and Canvas. I mentioned them earlier but Lead Ads are worth a look from any B2B or lead focused marketers.
Canvas ads can also be great for B2B and are a storyteller’s dream. They expand into beautiful pieces of creative that allow you to deliver a great marketing via mobile. If you’ve got a more complex product or one that really shines through video consider Canvas.
Instagram Ads: Similar to Canvas the Instagram Ad format is a big, beautiful ad unit. These ads lend themselves to powerful ad creative with strong CTAs. While Instagram may feel more B2C, B2B brands are already having success on the platform.
In the big picture, Facebook is focusing more on solutions that help smaller, B2B companies. This is great news for inbound marketers.*
And the future:
- Video Ads
- Messaging Ads
- Virtual Reality Ads
- Ads Powered by Artificial Intelligence
*Courtesy of Hubspot