Facebook is always changing. Between new offerings like ‘Facebook at Work’ – which is in the works and set to launch in January – and the constant updates to the Facebook timeline and profiles, it is difficult to keep track of all the changes. Here are new things to keep in mind as you formulate your Facebook advertising strategy.
TELL A STORY
Good storytelling is often great content. If you want to avoid paying to promote your content, make sure its amazing content that can go viral or is very share-worthy. Because Facebook is continually changing its algorithm, developing authentic content that tells a compelling story will ensure you can still have your content seen even if your marketing budget doesn’t allow for Facebook Advertising.
PRICE PER AD IS GOING UP
According to AdAge, the average price per ad on Facebook jumped by 274% year over year while serving up 56% fewer ad impressions. Knowing what you want to advertise on Facebook and knowing what your end goal is are both important considerations when creating a budget for Facebook advertising
LIKEGATE IS OVER
As of this month, Facebook has removed “likegating” – the ability of Facebook business pages to require that a visitor “like” a page or business as the price of viewing content, getting a coupon, or entering a contest on Facebook. Like-gating often produced misleading results from people lacking real interest who were more interested in a prize and less interested (if at all) in the content you’re producing and sharing.
THINK ABOUT FACEBOOK ADS SIMILAR TO GOOGLE ADS
Creating great content and sharing it with the right audience is an integral part of any successful inbound marketing campaign. Like Google Ads, use your Facebook ads to direct traffic to strategic landing pages on your website where you can capture leads, and be sure that your copy and your artwork is going to pique the interest of your audience.
The bottom line – to get the most out of your Facebook strategy, have clear goals, offer outstanding content and tell your brand’s story authentically and you’ll captivate your audience.