The Facebook Changes Affecting Your Small Business
Facebook is a great social platform for small businesses—an ideal way to promote content and brand across a vast, engaged audience. But the site updates its platform so regularly that it can be hard for businesses to keep up, and to keep track of which changes affect them.
As a small business owner or manager, you’ve got a lot on your plate, so we’ve done the research for you. Here are two of the latest Facebook changes affecting your small business that you should know about:
Users Now Have Increased Facebook Newsfeed Control
The first change that small businesses should be aware of? The social network has given users more control over the content they see on their Facebook newsfeeds. This change was driven by public demand. Now, users can choose which friend updates and page updates they want to see first when they access Facebook.
This means that your small business has to encourage or incentivize followers to add you to the “see first” sections of their newsfeeds, ensuring that your content is seen and engaged with. You can also:
Prioritize quality over quantity when it comes to the content you publish.
Use paid advertising to extend the reach of your content beyond your followers to other Facebook users with similar interest.
Check out our blog post on effective social media marketing for more tips your small business can use to engage your Facebook followers with the content you post.
Facebook’s is Redefining its PPC Ads
The second update applies to small businesses using the platform’s paid advertising services. In an effort to better align campaign results with advertisers’ initial objectives, Facebook has redefined what a “click” means in its PPC campaigns. Instead of charging for all ad clicks as it has historically done, now Facebook only charges for clicks that help advertisers and businesses reach their goals—including website visits, call-to-action clicks, and clicks to view a video on another website.
How does this affect your small business? It means you can take advantage of the additional exposure you receive through paid advertising without the additional cost of paying for Facebook-specific engagements such as likes.
If you need help keeping up with the latest Facebook changes, navigating the ever-changing landscape of social media, or getting better results from your paid advertising, we’re here to help. Contact us today at USA TODAY NETWORK TENNESSEE.
According to research by Marin Software, holiday and back-to-school shoppers are more likely to click on Facebook ads than they are on Google. Marin pulled information from $6 billion worth of client data during Q3/Q4 and noted that ad clicks spiked more on Facebook than on Google during August/September and October-December. See the infographic below for details.
So what does that mean for you?
Advertisers have a huge opportunity to reach their clients on Facebook and, for most retailers, the best time is now.
According to a recent comScore Action Lift Study, Facebook campaigns increase consideration of brands and models advertised by auto dealers and at the same time decrease competitive consideration.
Automotive campaigns on Facebook are impacting middle of the funnel online behaviors. Mid-funnel segments like “interest, learn and shop” are the research and compare stages of the vehicle purchase. When auto dealers include Facebook in their media advertising, they reap the following rewards:
Increased visits to brand sites & model pages
Increased visits to brand pages on auto-endemic sites (Cars.com, Autotradercom, etc)
Increased brand search activity overall
Decreased competitive brand & model search activity
Since 2005, automotive shopper behaviors have drastically changed. Online behaviors show that an auto intender will view 18.2 sources on average during the mid-funnel (interest, learn, shop) segments of the buying funnel. Auto dealer sites and auto-endemic sites are part of those sources.
Also, gone are the weekends of driving from dealership to dealership. In 2010, auto shoppers only went to 1.3 dealers before making a purchase. This behavior goes hand-in-hand with the increase in online activity. Car shoppers are spending a majority of their time online during mid-funnel segments.
Facebook is also one of the many sources consumers utilize and value during the research sections of the funnel. This study found that automotive advertisers with a Facebook campaign saw the following:
If you’re an owner or GM of an auto dealership, don’t miss the boat. Expand your media mix to include Facebook. TN Media offers multiple social media solutions. Contact us today! Request information
If you are like many business owners in the greater Nashville area, you know that Facebook is becoming more important to your business marketing plan. But you might be asking: “Why should my business care about advertising on Facebook?”
3 out of 4 internet users are active on Facebook
128 million are daily active users in US
Piqued your curiosity? Join me as I talk about the four dimensions of social marketing (connect, engage, influence and integrate) and how Facebook is a great utensil to merge them.
Connecting with customers is a great way to stay top-of-mind and find and reach your target audience with precision. Facebook has more information about your target audience than any other media outlet. Once your company has 30 likes, it receives the Insights dashboard that hosts a plethora of awesome metrics for you to learn more about your audience and who is connecting with your business. You can use this information to find more people just like them.
Facebook is obviously a social place, this means users are much more engaged with content viewed during their time spent on the site. Each Facebook user is subject to seeing 1500 pieces of content per visit found in their news feed, photo gallery, friends’ profiles or company profiles. Your business can advertise within these pieces of content. Ads within the news feed are 2x bigger than an average island ad (300×250). Page post ads get 8x more engagement than other ad positions. The click-through rate on Facebook ads is .20% for retail. Average display advertising click-through rates are .03-.05%. Engage your target audience by putting your business in front of them with a snappy ad asking them to join a contest or take advantage of a sale.
Word of mouth advertising is more powerful and authentic. 92% of people trust opinions of their friends and family while only 47% trust traditional media. When users on the site like a company or share an ad, their friends and family see that interaction and are more likely to follow suit. Facebook stimulates better ad recall and awareness. Users on Facebook are more likely to remember and recognize ads they see because they are engaged with the site. In a survey done on Facebook campaigns, research found 70% of campaigns had 3x the return of ad spend.
Tie your advertising into your Facebook apps. This strategy will help develop a personalized social experience for users. Create a “Like” or “Contest” Facebook landing page that coincides with your advertising and also allows for lead generation. You can also monitor and measure the metrics for those apps to find another level of success for your ads.
Facebook is a powerful advertising tool. Your business will only benefit from using it. It can be a steep mountain to climb, so if you’re lost on where and how to start…..contact us. TN Media has experts that can guide you to the summit. Fill out our contact us formand you’ll be one step closer to the top!
We are the state’s largest reaching, multi-channel digital marketing and news network, serving six primary marketplaces and the state through digital and print platforms with powerful, deep and relevant local reporting.
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