Reasons Why Facebook Marketing is Still Relevant in 2015

Reasons Why Facebook Marketing is Still Relevant in 2015

  • Less invasive advertising measures mean that business owners need to adapt to new marketing ideas, in order to sell themselves
  • An active Facebook business page has the potential to engage with new audiences and keep them updated on new developments
  • Social Context Ads and Scheduled Posts to optimize your marketing approach

On February 4th of this year, Facebook turned 11 years old. Think of all the other websites you used to visit back when Facebook launched. Do you still visit them today? Possibly not.

While not everyone was on Facebook the day it launched, its age and level of growth is still an enormous achievement, considering the short lifespan of much content that exists in today’s digital landscape.

So, what does Facebook have to offer in 2015? Many things have changed over the years. Sponsored Stories are gone (a controversial system that allowed business owners to buy their way onto your News Feed). People are becoming more cautious about their online privacy and what they share on the web. Going for the ‘hard sell’ simply doesn’t work in the digital world. So what does that mean for new business owners? Take a look at some of Facebook’s current marketing features that business operators are taking advantage of today, which shows how Facebook is adapting to the modern digital landscape.

1. Less Invasive Promotional Methods

As users become more selective of what they want to see on their News Feed, Facebook is reciprocating with measures to achieve this. From Facebook’s own product manager Jacob Frantz, “The goal of News Feed is to show you the stories that matter most to you.”

To combat this issue, business owners are now encouraged to advertise through the sidebar. A user or company can pay for domain ads, which are then displayed on the sidebar, in order to encourage users to ‘Like’ their page or visit an external site. This is less invasive than appearing on someone’s News Feed (ie. Sponsored Stories), but it’s still an approach that may not appeal to many people, so it’s important to have a sidebar ad that appeals to your target demographic. You can even optimize ads for mobile users, which means that certain types of advertisements will only appear when a person is on their mobile device.               

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Image source: venturebeat.com

Other worthy features include Offer ads and Social Context ads (previously known as Sponsored Stories), which allows friend activities such as ‘Liking’ a page or ‘checking in’ to appear next to ads shown on the Facebook sidebar.

2. An Active Facebook Business Page 

A good Facebook business page should outline your company’s mission statement, along with information about the company and what its history is. Provide content on a regular basis that engages with your target audience and makes use of Facebook’s promotional tools to boost the status of these posts. Establish a small community or network and interact with them on a consistent basis, so as to establish trust and equity in your brand.

High-quality content that is shared among your community has the potential to spread quickly if shared by people who are enthusiastic about what you do. When posting status updates, try to make them short and concise, possibly even ask questions or request feedback from the community. This will help engage your audience in an accessible and inviting manner.

Don’t be afraid to take influence from what other companies are doing too, without strictly copying them. Monitor how successful companies present themselves and interact with their audience, and see if you can adopt similar strategies into your marketing plan.

3. Social Context Ads and Scheduled Posts

Some interesting marketing features implemented into Facebook are Social Context ads and Scheduled Posts. Social Context ads allow other people to see when someone has ‘Liked’ your business page. This is a powerful form of word-of-mouth advertising, as it relies on people’s natural tendency to see what their friends are up to. It’s a far less confronting method of promotion that can allow your business to organically grow, as opposed to the ‘hard sell’ approach.

social context ad

Image source: rimmkaufman.com

Scheduled Posts allow you to create your content and then allocate a time for when that content is posted, which is particularly useful for submitting posts at certain times of the day. Be careful not to abuse this system, though, as it  as statistics show that auto-posting to Facebook can decrease ‘likes’ and comments by as much as 70%.

And that was back in 2012, so imagine what the statistics are like today. Don’t oversell yourself on low-quality status posts or updates for the sake of staying relevant. Focus on submitting only quality content over an extended period of time, so as not to annoy your followers.

Despite Facebook’s age, it still has a plethora of marketing tools that business and personal page operators can take advantage of. Facebook’s current marketing measures aim to be less invasive than previous iterations, which means that business owners need to come up with new ways to promote themselves. By taking a marketing approach that’s encouraged by quality content and engaging customer interaction, new businesses have plenty to look forward to in 2015.