In this guide, we review Facebook Marketing For Startups, Facebook Marketing For Therapists, Facebook Marketing For Travel Agency, Facebook Marketing For Your Business, and Facebook Marketing Strategy For B2b.
Facebook marketing can be a tricky thing for startups, but it doesn’t have to be. This guide will walk you through everything you need to know about Facebook marketing in 2019. We’ll cover the basics of building an audience, defining your objectives and analyzing data, boosting emotional engagement as well as content creation.
Facebook Marketing For Startups
Build an Audience
Facebook is a great place to start for all startups. But it can also be daunting, because Facebook’s platform is so vast—there are millions of users who might be interested in your business’ products and services. The best way to build an audience on Facebook is by starting with your own network first: ask friends and family members to like the page, and then share posts from the page with them regularly.
Once you have started building up a following within your personal network on Facebook, look for groups that are relevant to your business (e.g., if you make novelty socks, search “funny socks”). Follow other people who are part of these groups (and maybe even comment on some threads they started) so they’ll see that there’s an active member of their group who shares their interests and values (and hopefully follow back!). Then join more groups related to what you do—you may even find that some new people will follow back after seeing how much time you spend in those groups!
Finally, remember that advertising has become another great way for startups like yours get noticed online; try using Facebook ads like this one from the folks at Small World Magazine when launching a new product or service into market.”
Define Your Objectives
- Define your company’s goals.
- Define your audience’s goals.
- Define your objectives.
This step is important because it helps you set clear expectations and make sure that everyone is on the same page in terms of what they want to achieve with their marketing efforts, whether it be more sales or new customers, or better brand awareness or whatever else might be important to you as a business owner or marketer at this stage of your startup’s growth cycle!
Make sure everyone knows what their objectives are—you don’t want anyone working towards something that has nothing to do with them (or worse yet: working against each other)!
You should be looking at your data on a regular basis, even if you’re not a data-driven company. Make sure you have a tool that allows you to track user behavior and conversions. It doesn’t have to be expensive or complicated; there are plenty of free tools out there that can help with this.
It’s important for startups to keep track of their ROI (return on investment) because it’s easy for marketing budgets to get out of control when founders are seeing results from their ads and start throwing money at them without thinking about what they’re getting back in return.
If you don’t want to pay for an analytics tool, many platforms like Facebook allow advertisers access through the platform itself—it’ll just take some time (and patience) getting used to it before they start making sense!
Boost Emotional Engagement
- Use Facebook ads to boost emotional engagement
By using Facebook ads, you can target certain demographics and create ads that entice people to follow your brand. The best part? You can also use this platform to gauge the effectiveness of your video content by posting different versions of the same video and seeing which one performs better.
- Use video content to increase emotional engagement
Facebook is an excellent place for startups to share their story in a way that resonates with their audience on an emotional level. Video content also has higher conversions and encourages viewers who are most likely interested in buying your product or service! Try out some videos on:
- Facebook groups
This is another simple way for startups to gain exposure through social media. By joining relevant groups, you can interact with other users who may be interested in what you have to offer!
Content Is King
Content is king! Content is the heart of your marketing strategy, and it’s a great way to build trust and establish yourself as an authority. It can also be used to build relationships with potential buyers, drive traffic and sales, increase social sharing, and improve SEO rankings. In this article we’ll give you some tips for creating content that will boost your startup’s online presence.
Content Is King: How To Create Great Marketing Material For Your Startup
Marketing on Facebook is a great place to begin for all startups
Facebook is a great place to advertise and build an audience. It’s also the perfect place to create content, analyze data and boost emotional engagement.
There are so many benefits to using Facebook marketing for your startup that it almost feels like a no-brainer.
Facebook Marketing For Therapists
According to The Pew Research Center, around two-thirds of Americans use Facebook. Regardless of the niche you’re targeting with your practice, you can be assured that many of your potential customers are spending time on Facebook. Considering its large user base, the platform has great potential as a free marketing tool. If you post content to your page that informs, entertains, or inspires, it can help establish credibility, develop your relationship with potential clients, and drive more traffic to your therapy website.
Despite its potential benefits, however, many therapists see managing a Facebook page as more effort than it’s worth. In addition to concerns about HIPAA compliance, some clients won’t feel comfortable commenting, liking, or sharing a post about their specific issue.
So how can you make Facebook marketing for therapists worth the effort?
It all boils down to your goals, situation, and marketing strategy. As a therapist or life coach, you’ll be more likely to succeed on Facebook if you follow these Facebook marketing tips for therapists and coaches.
1. Know What Content or Ideas to Share
Most of the work involved with running a Facebook account comes from deciding what content to post.
If you already have a blog, pushing that content out on Facebook is a great way to increase engagement and drive traffic to your practice website. There are plenty of marketing software tools that allow you to automatically share new blog posts from your website to Facebook, giving you a steady stream of content without any added effort.
Most therapists only publish one or two blog posts every month, however. And most social media marketing experts recommend at least two Facebook posts every day. So what other types of content can you share on Facebook?
Having an opinion—and being able to justify that opinion—will give you a leg up over therapists who try to appeal to every single client. Just like with other marketing efforts, your goal on Facebook isn’t to reach everyone. Instead, focus on reaching your ideal audience.
Thankfully, posting manually isn’t difficult. And because you can schedule posts in advance, you can plan a week or month worth of content in a single afternoon.
Lastly, DON’T share details about clients. Even if you think you’ve removed all identifying information, potential clients might see that information on Facebook and worry their sessions won’t be kept private.
2. Understand the Difference Between Organic Marketing and Paid Advertising
Just because you share on Facebook doesn’t mean everyone who follows you will see your posts. And knowing how organic marketing and paid advertising work on Facebook can give you a huge edge over competitors.
Organic marketing is the visibility you get without spending extra money to promote your posts. Facebook’s post display algorithm (the program that determines which posts appear on a user’s feed and in what order) predicts what posts users are most likely to engage with.
Because most people engage with content from their friends and family more than they do content from businesses, Facebook is highly unlikely to display all of your posts to everyone. In fact, recent research by HubSpot estimates that posts to business pages typically reach less than 2% of a business’s followers.
Advertising-minded Facebook posts that only promote your business and fail to provide any real value to the reader probably won’t make it to your followers’ feeds. Your practice can buck this trend and get more value from each post by sharing content that is useful, novel, and entertaining.
Paid advertising is when you spend money to “boost” your posts and ensure they get in front of your target audience. While paid advertising can increase your practice’s visibility online, it’s most beneficial after you have already established a following on the social media platform and learned what types of content get the most engagement from your audience. If you’re just getting started, we recommend trying Google AdWords (get professional help with this) before trying your hand at Facebook advertising.
3. Build a Website First
If you haven’t built an SEO-optimized website for your practice yet, investing time on Facebook marketing would be putting the cart before the horse. While Facebook is a great way to drive more traffic to your website, it’s your therapy practice’s specialty pages that will generate client calls.
Facebook and other social media platforms also lack the privacy many clients expect, and trying to use Facebook as a way to interact with potential clients (instead of sending them to a secure website) could lead to privacy issues.
When you already have a decent website, you don’t have to sell yourself with every Facebook post. Instead, you can share relevant, engaging content and rely on your therapy site to convert potential clients. And because Google and other search engines factor social media traffic into how they rank pages, a strong Facebook presence can simultaneously boost your site’s credibility so you show up higher in search results.
4. Know Whether You Want to Spend Time or Money
There are two paths therapists can follow to be successful on Facebook. First, you can invest your time into growing your social media presence. There are dozens of free resources and affordable marketing courses online that can show you what type of content to share and how to get more from each post.
On the other hand, you may have more money than time (or maybe you just can’t stand marketing work and prefer to focus entirely on client work). In that case, hiring a qualified Facebook ad specialist or investing in Google AdWords can deliver results without taking up more of your already limited time.
Paid advertising also allows you to target search terms and groups of potential clients who are closer to the point of purchase. Therapy clients are much more receptive when they’re actively looking for the information or services you provide.
5. Commit to Facebook Marketing for Six Months
It takes time to build a social media following. While paid advertising can hasten the process, there’s no replacement for time and testing. The more effort you put into your Facebook page—creating posts, testing different types of content to see what engages your audience, collecting data—the better returns you’ll see.
Facebook marketing is a bit like exercising: if you go to the gym for a week then stop, you won’t see the desired results. If you keep working out for six months, however, the progress will be obvious. It’s easier to stay committed when you have a clear plan for what to post and how often. If you haven’t posted in a while or your profile isn’t filled out, potential clients may think your business is unprofessional or even wonder if you’ve gone out of business.
Facebook marketing is an ongoing process. You have to keep at it to make it work. If you’re not able to commit the time needed to Facebook marketing you might find it helpful to learn about Google Ads.
Facebook Marketing For Travel Agency
Travel agencies often seem to have second thoughts about marketing on Facebook. While many of them think that using social media platforms for marketing is just a wastage of time, some think of it as wastage of money and others think that no significant impact can be made on their business through Facebook or any other social media platform. Well, it is because they are far behind reality and aren’t aware of what facts and figures reflect these days.
If you also underestimate the importance of Facebook marketing for travel agencies, let’s delve into its importance before heading to tips and strategies. Once you know why you are doing Facebook marketing, you will be more eager to use it the right way for your business advantage.
What Makes Facebook Marketing Crucial for Travel Agencies?
To be honest, in this digital era, if your travel agency isn’t marketing online, it is invisible to so many people who use social media, do online shopping, and check deals online before booking anything right from accommodation and flight tickets to tour packages. A substantial share of Facebook users gets affected by lucrative offers directly or indirectly (through sharing and word-of-mouth). Many of them could be your potential clients and customers only if you can reach them and demonstrate how you, as a travel agency, can make their travel easier, memorable, cheaper, and hassle-free.
Even the prominent players of the travel and tourism industry like Airbnb, National Geographic Travel, Mint, and American Express are leveraging the attention that most people on this globe give to social media platforms, especially Facebook. Many travel pages such as Travel + Leisure have gone viral on Facebook and doing very well in grabbing the attention of masses through their attractive content, captivating photos, and videos.
Facebook ads platform presents umpteen opportunities for travel agencies that are waiting to be explored. Don’t believe us? Among all the available platforms, Facebook is the most popular social media platform among marketers and advertisers for the two very solid reasons.
So, it makes more than sense to advertise your deals, offers, products, services, blogs, or anything that offers value to Facebook users.
Not realizing the importance of Facebook marketing for your travel agency is hurting your business more than you can imagine. We aren’t saying that you will make millions of dollars in a month or year through Facebook ads. What we mean by your travel business being hurt is that you won’t benefit from the value, brand recognition, and revenue that you could earn from the people whose travel decisions are affected by social media platforms.
Now, let’s move on to how you can put Facebook Marketing to best use.
What to Do on Facebook to Market Your Travel Agency’s Brand?
Facebook has made it super easy for businesses to generate new followers and share content, photos, and videos. Just use your existing email list for now and run a page promotion ad at a very reasonable cost.
As a travel agency, you can use Facebook to inspire people to travel and explore wonderful destinations based on various themes, like cheap travel destinations, untouched and less explored places, most popular travel places, most beautiful cities, waterfalls, historic importance, appealing landscapes, adventure, and so on.
You can also target people based on their interests, habits, and hobbies, such as cooking, eating, dance and art, trekking, hiking, archaeological findings, the luxury of feeling free, calm, and relaxed, and whatnot. In short, pinch the right nerve of travelers and tourists and you might get stunning responses and feedback from your target audience.
Here are some tips that will help you build the brand of your travel agency through Facebook marketing:
Besides, you can also ask them to tag your travel agency in some of their photos or videos while sharing their feedback. This strategy will greatly help you build trust among followers who haven’t used your services yet and also increase your potential audience.
You can also share interesting facts and stories about places you don’t serve because it is not just about earning, it is also about gaining attention, trust, recognition, and demonstrating rich expertise among your followers.
How to Use Facebook Travel Ads Smartly
Facebook Travel Ads – The Ultimate Solution of Facebook Marketing for a Travel Agency to Connect with Travelers! These solutions are customized for travel advertisers so that they can easily set up and launch ads with real-time availability and pricing to people based on where and when they want to go. But you will reap real benefits when you will follow the best practices and strategies with Facebook Travel Ads.
Here, we have lined up some of the best practices and strategies to use Facebook Travel Ads in an optimized way:
The travel industry is too expensive and diverse. So is travel marketing! No single scheme, deal, or solution can appeal to all travelers. Travelers have their unique preferences and those preferences never stay the same. There are solo backpackers, hikers, office gangs, destination wedding groups, family tourists, college groups, adventure enthusiasts, business travelers, and so many other kinds of travelers.
As such, no particular ad campaign or scheme can attract all of them. Facebook Travel Ads allow you to target a specific group of travelers and filter out them using certain parameters to reach particular groups affordably. The addition of the Lookalike Audience feature is a plus to help you find out newer audiences who are interested in traveling and have similar characteristics as your existing audiences.
Though there are a variety of ads, such as domain ads, offer ads, video ads, carousel ads, and lead ads and each comes with its own benefits, you need to choose and invest in them wisely. Remember that the more ads you use, the more cost you will incur.
We recommend using carousel ads more often as they allow you to be more expressive. They are more attractive and fun to use as they allow you to showcase two to ten images in a single advertisement. Besides, they are also ten times better at getting people to click through. The cherry on the top is that they come with 30% to 50% lower cost per conversion and 20% to 30% lower cost per click compared to a single image ad.
Dynamic ads are a great addition to Facebook Marketing tools and techniques, especially for travel advertisers. Dynamic Facebook Travel Ads allow you to optimize your campaign and reach the relevant audience more effectively. Rather than creating an ad for each of your products, Dynamic ads allow you to create an ad template that automatically uses images and details from the data feed for products you would like to advertise.
Apart from saving your time and effort, these ads automatically promote most relevant products to people who have shown interest in your website, app, or elsewhere online. For instance, these ads can promote a searched hotel room or travel package with price and availability to the same prospect or customer after their search. All you need to do is to upload your product catalog, set up your campaign once, and it will keep promoting with updated details as long as you want.
Dynamic ads are wonderful tools also because they can help you complete the sale by retargeting your online customers or mobile app shoppers. These ads remind your prospect customers of products they showed interest in but didn’t buy. Dynamic ads can even trace destination searches so that the right ads are displayed to the specific audience. Moreover, these ads allow advertisers to save money by skipping users who have already completed a searched trip or confirmed their booking recently.
When you are running ads for a specific audience, use specific call-to-action buttons. Though using the right CTA might not help you win accolades, no/incomplete information and hard-to-find CTAs can surely make a bad impression on your prospects or anyone who sees the ad.
So, ensure that you mention your website, blog (if any), social media handles, offers, and deals with bold characters, and add bright and visible CTAs so that users are convinced to click on the ads. Users tend to click on the ads that contain specifics, such as destination, dates, and experiences. Be sure to keep things simple; not crammed in a small space.
You know it very well that an advertiser gets only a fraction of a minute or a few seconds to grab the attention of people. So, make the most out of your Facebook Travel Ads with bright-colored fonts, easy to read and clear messages, charming description, and an attractive image in the background. Try to add a personalized touch in your ad campaigns to make the users stop scrolling and click on the ads. To make the ads more interactive, you can also add motion videos with striking captions or content.
Never use a low-quality image. Before uploading an image and content, put yourself in the shoes of a traveler and then think whether you would be interested to click on this ad after seeing this image or reading the description. You will get the answer.
Facebook Travel Ads allow travel agencies to pre-schedule their ads at preferred date and time and cross-sell to people who have recently booked flights or hotels at relevant locations. This strategy helps in targeting specific people who have the same interests or search for similar things on Facebook as well as other platforms, including Instagram.
Facebook Marketing For Your Business
As a small business owner, you usually don’t have the bandwidth or funds to invest in comprehensive digital marketing plans like big companies do. Unpaid social media marketing helps grow your business without a dedicated marketing team or a big budget.With 2.9 billion active users, Facebook is the most popular social network of them all. No matter what kind of business you have, your customers are likely on Facebook. What’s more, 2/3 of Facebook users visit a local business’ page at least once a week. It’s no wonder that 93% of marketers use Facebook, and 54% of them rank Facebook as the most important social network for marketers.Facebook can help you magnify brand awareness, find new customers, nurture customer loyalty, increase website traffic, improve sales, and enhance customer service. All it takes is a free business page to get started.
Can your small business do well on Facebook?
Any business can do well on Facebook — whether you own a local tea lounge, ecommerce store, hair salon, or landscaping business. If your customers are on Facebook, you can be successful on the platform.But if you only have time to focus on one or two social media platforms, you want to make sure Facebook is most popular with your current (and future!) customers. Here’s how to find out.
1. Ask your customers
The easiest way to find out if Facebook is a good place to reach your customers is to ask them.If you have an email list, send a brief survey to your customers asking about their social media habits. Ask which platforms they use most often and where they like to follow brands.Typeform and SurveyMonkey are two free survey tools to try. Typeform has a social media survey template you can use to get started. Customize it so you can get the information you want about your customers.No email list? Ask customers whenever you have a chance, whether that’s at the checkout in your physical store or during a client’s appointment.
2. Compare your target audience to Facebook’s users
Different audiences are more active on certain social media platforms than others. You can compare the demographic (gender, age, geographical location, income, etc.) and psychographic traits (interests, values, beliefs, and personality) of your target audience with the social media platforms you’re considering.For example, Facebook is most popular with millennials.
Aside from teens, even other age groups have more than 290,000,000 users making the platform worth exploring. But if teens are your target audience, you’ll want to consider other platforms like TikTok, where 25% of users are in the 10-19-year-old range.
3. Take a peek at your competitors
If businesses similar to yours have a large following and are getting lots of audience engagement through comments and likes on Facebook, it’s likely your target audience is on Facebook. After all, your competitors’ customers are potential customers for you, too! You just need to start posting.If your competitors aren’t on Facebook, it might not be the right platform. That said, if multiple customers have told you they’d follow you on Facebook, it could mean there’s untapped potential in your niche, and you’ll be the first to discover it.
How to get started with Facebook marketing for small businesses
Getting ready to create your first post? Use these Facebook marketing tips to set your business up for success.
1. Fully set up your Facebook business page
As a small business marketing on Facebook, your business page is like your homepage on the platform. It tells potential fans who you are and what you do as a business. So it’s important to set up your business page for recognizability.
Now you’re ready to draw in fans!
2. Know your content types
Video posts see the highest engagement rates. And posts that contain photos see higher engagement rates than posts with links or plain-text posts. However, every type of content has its place on Facebook, and it’s worth using all of them depending on how you’re trying to engage your audience.
3. Be relatable, not salesy
Your fans came for your products and services, but they stay because they like your style and how you engage with them. Think of social media as an extension of your brand’s personality.You can still post promotional content — it should just be in the mix with plenty of engaging non-salesy content to make your brand worth following on Facebook.Apparel brand Bombas shows their personality through a fun poem while reminding fans of their guarantee:
4. Publish media directly on Facebook instead of linking out
Sometimes you’ll want to get people to your blog or website, but you’ll benefit by posting media directly on Facebook when possible.The Facebook algorithm favors media that’s published directly on the platform over something linked out. So limit how frequently you post to other websites. Plus, posting directly on Facebook enables conversation right on the platform, which is better for engagement and leads to more eyes on your content.Food blog Ministry of Curry posts a video version of a recipe on their Facebook page and links to the blog for the full version.
5. Adapt your content for Facebook instead of copy-pasting from other channels
Several of your fans probably follow you in multiple places. They might be on your email list or follow you on another social network like Instagram or Twitter. You need to provide a unique experience for these people, so they have a reason to follow you.Instead of just posting the subject line of a recent email that promotes a new blog post, adapt your content for different platforms, so there’s something new for your followers to interact with. Consider creating a TL;DR version of your blog post as your Facebook post or asking relevant questions to spark conversation.
6. Interact with your fans
Social media is more than posting great content — it’s building relationships with your followers. So engage with your fans!Like and respond to their comments to keep the conversation going. It will encourage people to keep interacting with you on Facebook.
7. Consider starting a Facebook Group
With over 10 million groups on Facebook and 1.4 billion people using them on a monthly basis, Facebook Groups are a fun way to build community around your brand and a loyal following.Groups can be a way for your brand to keep people motivated through challenges, you could offer sneak peeks or exclusive discounts, or it could act as a resource for people seeking advice around shared values.Eco-friendly home goods brand etee has an exclusive Facebook group for its Plastic-Free Club — a membership that grants its members lower prices on its products. CEO and co-founder Steve Reble engages members with sneak peeks, asks for product feedback, and starts discussions around environmentalism. Fans come to support each other in their quest to live a more environmentally-conscious lifestyle.
8. Post on Facebook consistently
It’s going to take time to build your fan base, but don’t be discouraged! It might seem like you’re not reaching anybody at the beginning, but if you keep posting consistently, your fans will get in the habit of interacting with you, and you’ll slowly grow your Facebook presence.Once a week will be plenty to start.
9. Measure the right metrics for success
As you build your Facebook presence, you’ll want to make sure your efforts are paying off. The number of fans and likes you have in the beginning will be low to start. That’s normal! It will take some time to take off. The important thing is these numbers improve over time. Use your metrics to find the types of content your fans are engaging with and make more of it.Here’s a step-by-step guide to using Facebook Insights.
As a small business, marketing on Facebook is no small task. You have dozens of projects to manage and a small team to get it all done. Sometimes it’s a one-person show! So you need to make it as easy as possible on yourself to create and maintain your Facebook content calendar.Save time with a social media marketing tool like Buffer. With Buffer, you can schedule your posts weeks in advance so you never go dark on Facebook.Plus, Buffer is free for up to three social media accounts. And you can schedule up to ten posts on each account which is plenty for a small business to get started with Facebook marketing.
Facebook Marketing Strategy For B2b
Facebook for B2B marketers? Should that really be a priority in 2021? Can’t you just do some advertising and publish some automated organic posts?
No. Because while Facebook might have a reputation for not being for B2B marketers, nobody seems to have told B2B marketers that. Or told regular people, either: 74% of people use Facebook for professional purposes. 46% of B2B marketers use it, too – more than the 33% of B2B marketers who use LinkedIn. And, of course, Facebook still dwarfs every other platform in terms of the size of its user base and how much time they spend on the platform.
So yes, Facebook is an essential element of any B2B social media strategy in 2021. But it’s time to evolve our thinking about how to use it as marketers. What can be done on Facebook has gotten far more sophisticated.
We have new content formats like Stories and Lives, the opportunity to launch private Groups, or the ability to attract and convert customers via Messenger. We can host virtual events on Facebook, too. The days of just worrying about what to post to your page are gone; this is a platform that’s ready to be used in some very sophisticated ways.
So while we love LinkedIn – and Instagram’s a great opportunity – do not neglect Facebook for B2B social media marketing. If anything, you may have to be frugal about which Facebook B2B marketing tactics you decide to use.
Video is one of the mega trends of content in 2021 (as it was in 2020), and it’s especially powerful on social media. Personal connection is also a major theme.
“Lives” fuse both of these trends into a content format you need to consider, if not amplify in 2021.
Facebook, of course, isn’t the only social media platform for Lives. We’ve talked elsewhere LinkedIn’s Live feature, but that’s currently available only to people LinkedIn approves. Facebook’s Live feature is available to everyone – right now.
Doing a Facebook Live every week can become an excellent way to commit to creating video content. Even better, your Facebook Live can be republished on YouTube, published as a video on LinkedIn, and even a 10-minute Live can be chopped up into smaller, short video clips to use for social media posts.
Many business coaches pad out their email newsletter content by either announcing their next Facebook Live, or linking to a Facebook Live they did earlier. There’s no reason a B2B company couldn’t do this, too – just as many B2B companies are already using their email updates to announce podcasts, blog posts, webinars, or any other content format.
Here’s the best part, too: Your Lives don’t actually have to be live. Tools like OneStream let you upload a pre-recorded video and schedule it to play as if it was live.
Using “Unpolished” Images
Images on Facebook have one job: To stop the scroll so your Facebook ads and posts get more engagement. And the trend right now on Facebook to stop the scroll is… to stop the polished stock photo images.
This may be hard for a lot of B2B marketers. After putting so much effort into a polished, consistent brand image, it may be tough to post an unprofessional photo of two colleagues talking in the company kitchen. Or maybe posting something like that won’t be hard for you, the marketer, but it will be hard to get your C-Suite to agree to this new approach.
If you expect pushback, consider some testing. That way any change you make will be data-driven. It’s one thing to say “the trend is for more casual photos that look like someone’s friend posted them,” and an entirely other thing to say, “we’ve been testing our standard stock-photo style images versus more relaxed, looks-like-your-friend-posted-them images… and the friend posted images are getting three times the engagement rate.”
This “looks like your friend took the photo” trend applies to both Facebook ads and to Facebook organic posts. The good news is you’ll probably won’t have to pay staff photographer as much. The bad news is everybody in your office is going to have to be camera-ready more often. But given how used to Zoom we all are now, that’s probably not a big deal.
The iOS 14 Privacy Update
There’s no way to talk about Facebook right now without addressing the tsunami of change that is upon us. When Apple’s iOS 14 goes live, it will ask users if they want to opt-out of tracking.
This is what the prompts will look like:
It’s important to note that we don’t know how many people will agree to be tracked. We also need to remember that Apple devices aren’t the only way to use Facebook. But these new privacy controls are going to cut off a lot of tracking features. They will limit how much the Facebook pixel can learn. This means the algorithm will have less data to optimize your ads with and thus your ads won’t perform as well.
Another real disappointment is that marketers won’t be able to create lookalike audiences anymore, which have been a staple of most B2B Facebook advertising strategies.
This is clearly a complex, uncertain, evolving issue. A lot has been written about it and a lot more will be written about it in the future. In terms of how to manage it, honestly, most Facebook ads managers I know are talking a lot about diversifying their traffic away from Facebook. That, too, has been a perennial issue with Facebook. But will the iOS 14 privacy issue be enough to finally drive marketers away from Facebook ads? We doubt it.
One other megatrend in social media is personalized communications. DMs, individual comments and replies – marketers have found that conversions happen more often when the conversation is “H2H” (human to human) rather than in response to a broadcast style messaging campaign or post.
Facebook Messenger is an especially effective tool to use for this trend of personalized messaging to engage and convert more of your social media following.
Of course, this personalized messaging is likely to be a bot. Bots can be set up relatively easily, or you can have a custom-programmed bot made for your company. That will cost more (of course).
Marketers also need to understand “the 24-hour rule.” This is that you can send messenger messages for free within 24 hours of a user interacting with your bot. Beyond that 24-hour window, the types of communications you can send are much more limited.
Because the restrictions – and the features – of Messenger change so quickly, it’s best for us to direct you to Facebook’s Messenger Platform Policy Overview so you can get the details yourself.
One notable exception to Facebook’s 24-hour rule is the “One-time Notification.” This lets a company ask any user if they can send a follow-up message when a certain condition is met (like an item is back in stock, or perhaps when a new feature the customer wanted has been implemented).
Here’s an example of how it can work:
Pages have to apply to use this type of messaging, as they have to apply to use a messenger bot at all. This is clearly not a simple or unregulated channel, but Messenger is an extremely popular app, and many marketers report radically higher engagement with Messenger bots than what they’ve been getting through email. There are also messaging assessment tools like Wynter that can give you detailed feedback on how a B2B audience views your messaging.
In other words, if you’ve got some budget, and even part of your customer base uses Messenger, this could well be worth some testing.
Whatever you decide to do, know that Messenger isn’t going to go away. Facebook is still making tweaks to it. The most recent occurred in August of last year in Facebook’s first step towards merging Instagram and Facebook’s chat systems.