When clients ask me why they should advertise on Facebook my first response is “why not?”.
It is true that the media prices on Facebook are usually higher when compared with other digital marketing avenues, and that may put off many potential clients looking to promote their app, game, or product. Yet, think of Facebook as a social network that is working for you with 800 million daily users, over 3 billion likes, comments, and a huge chunk of shares every single day. Accurate Targeting and data management is the key here, and this is where Facebook’s unique feature comes in.
Facebook’s Lookalike audience feature helps you reach people who are similar to your current customers, and is great for fan acquisition, site registration, off-Facebook purchases, coupon claims, and brand awareness.
The main advantage to using this feature is the increase in quality conversions. Creating a list with users who are similar to the ones who have already performed a similar sort of engagement, inside the app or website, can improve the CVR (Conversion rate) significantly, and based on our experience it actually does.
All in all, when you consider these platform capabilities – “Lookalike” feature, the viral impact that can be created through Facebook, and the amount of quality users coming from the unique targeting options – you are able to better understand why you should be using this medium as one of your primary marketing channels. So when someone turns and asks you “why Facebook?” you will confidently know the answer – Why not?
Ron Soker is Social Team Leader at dmg