Facebook is constantly evolving as a platform. Since its inception and launch, the social media site has incorporated and advanced its advertising capabilities. At the same time, it has changed how organic traffic works and how many of your audience members your content will be shared with. By showing your content to fewer users organically, Facebook pushes its business users to pay in order to get their message across.
This may be a sound business practice for Facebook and its shareholders, but not for small and medium sized businesses wishing to create a community on the website.
Let’s dive in to Facebook marketing, specifically in Singapore.
Are You Wasting Time and Money on Facebook Marketing – Singapore?
Despite the fact that businesses can share their content with fewer and fewer of their followers organically, there is still a place for Facebook marketing. The platform favors big corporations that are willing to devote sizeable budgets on advertising, but a smart, targeted strategy can benefit smaller businesses.
With Facebook users in Singapore clocking in at around 5 million, the usefulness of the platform for your business cannot be ignored. However, while in 2012 you may have been able to reach 16 percent of your audience organically, today that figure has sunk to approximately 2 percent. A business sticking with the same tactics to promote its products and services on Facebook today as it did almost a decade ago only means wasted time and money.
Think about it. If you were getting 10 kilometres per litre of gas on your car and all of a sudden your car manufacturer made some changes that brought that down to 2 kilometres per litre, wouldn’t you consider doing something differently? Nobody can deny the usefulness of a car but you would probably be looking for other solutions. You might switch to a different fuel or add hybrid electric capability to the engine.
Organic Facebook traffic isn’t the best place to focus all of your social media efforts. As soon as you post your content, only a tiny fraction of your audience will see it and the message will be lost in the bottomless newsfeed abyss. This is where paid Facebook traffic comes into play. A targeted Facebook ads campaign can be a cost-effective way to take advantage of all the benefits the site has to offer.
What Are the Benefits of Facebook Marketing?
Facebook has developed into a platform that analyzes users’ data to determine their interests and consumer behaviors. The Facebook ads network is able to leverage user data to serve content that is laser-targeted to needs and buying habits. Therefore, an ad campaign that is proficiently created can give a high return-on-investment to advertisers.
While big corporations rule the day in organic content, Facebook welcomes advertising spend from businesses of all sizes. This means that small and medium enterprises can promote their products and services to their desired audiences side-by-side with the big brands. A properly created Facebook ad campaign can be as effective at converting leads as that of a giant in your industry.
Is Facebook Marketing Effective?
In one word: yes. If you put in the effort, a Facebook marketing campaign can boost your bottom line.
It isn’t as simple as setting up an ad campaign and launching it. There are many nuances that determine the success and failure of a Facebook marketing campaign. Knowing how everything works and putting in the time to conduct useful experiments can lead to making sales and building your brand. Failing to learn the mechanics of targeting will only lead to frustration and wasted advertising funds.
The advertising platform allows you to target people based on their location, demographics and interests. Facebook gets this data from information the users have entered themselves as well as from their interactions with the site. Therefore, the algorithm has a very good understanding of what content Facebook users prefer.
Creating Relevant and Effective Ads
If you know what your ideal audience is and what they like, your only concern is to target them properly. Your ads should be comprised of text and images that appeal to your specific niche. A strong call-to-action that isn’t too salesey and that speaks to your audience’s needs and specifications should get you a good click-through rate.
You should already be split-testing all of your promotional efforts. Using multiple versions of your message and determining which one is more effective is the key to maximizing the use of your marketing budget.
In this regard, Facebook ads are no different. If anything, split-testing is even more important in being able to achieve high conversion rates. Experiment with everything from ad copy and images to landing pages and calls-to-action. The key to competing against the big players in your niche with deep pockets is to create ad campaigns that are more efficient. This can be achieved through relentless split-testing and data analysis.
Using Advanced Tactics
Besides advertising to your audience, you may want to pursue high conversion rates by utilizing some advanced tactics. Facebook retargeting is one such tactic. It allows you to serve ads that have visited your content before but clicked away before converting.
For example, if a user clicked through to your landing page from an ad but left without making a purchase or asking for more information, you can serve ads to them down the road to remind them of your product. With retargeting ads being reported as 76 percent more likely to get clicks than conventional ads, you can understand the potential of using this option.
Work With a Result-Driven Expert
While the Facebook ads interface is easy to use, understanding how to properly implement everything is not easy at all. As a small business owner, your primary concern is to tend to the daily operation of your enterprise and to make sure that you get leads coming in. Spending countless hours mastering Facebook ads and conducting trial-and-error experiments until you succeed will only cut into the time necessary for other valuable tasks.
It is far more efficient and stress-free to find a consultant that has experience producing results for businesses like yours. A result-driven expert will have case studies of past and current clients to show you. Contact us today to arrange a complimentary consultation. We can discuss the potential for building your brand and increasing your revenue through a measurable and highly-effective Facebook marketing strategy in Singapore.
Facebook Marketing Singapore