When we were kids in school, we all learned from our parents (hopefully) that a lie of omission is still a lie. Unfortunately, it would appear that Facebook still hasn’t gotten that memo.
Today is a big news day. THINK creative group has merged with IMPACT, but this isn’t a traditional merger announcement. This is very personal to me -- both as a business owner and as an individual. In order to understand why, however, first I need to share with you a handful of moments that have changed my life. I’m not talking about a few good decisions I happened to make here or there that yielded positive results. I’m talking about life-altering moments that fundamentally shifted the course of my life.
“Facebook ads are only for top-of-the-funnel.” I hear this all the time. And it’s wrong—110% of the time. Facebook ads are phenomenally powerful at every stage of the funnel when done right. In turn, Facebook ads can, and should, be used with an inbound marketing mindset.
Facebook has to be a critical component of a B2B & B2C inbound marketing program, but so long as you are doing it right. I saw this quote on a Inc magazine that "62 percent of small business owners say Facebook Ads don't work." While the culprit for this is typically the visuals and copy, others blame the platform not being conducive to ads. People know you want to go to Facebook to browse, not to be bombarded with ads.
In the second of two Congressional hearings this week, Mark Zuckerberg, Co-founder, Chairman, and CEO of Facebook, was questioned for a heavy five hours by members of the House, yesterday. Once again, lawmakers took their four-minute windows to criticize, yet also praise, the company Zuckerberg created and its efforts to regulate the content & data shared on its platform. Although, not as prominent in Wednesday’s hearing, Cambridge Analytica was still brought up as a topic of discussion or an example in some of the House members questions. House members instead presented other concerns surrounding privacy, data ownership, and GDPR and freedom of speech -- things all digital marketers and tech companies should keep in mind.
Since its founding over a decade ago, Facebook has grown from an online novelty for Ivy League undergrads into a global powerhouse that affects the day-to-day lives of almost everyone in the country. The fuel behind this unprecedented rise has been advertising. The social network generated almost $27 billion in advertising revenues in 2016, up from only $764 million in 2009—an increase of over 3,400% in the space of less than a decade.
By now you probably know that Facebook Ads should be a core component of your digital marketing plan. If they aren’t, we need to talk. After all, with over two billion people using Facebook every month, why would you not want to capitalize on the reach you could have with them? There is a massive market out there just waiting to hear about your products and services. When I make this kind of bold statement about the huge benefits of using Facebook Ads, people often come back with comments and questions about the relative merits of ads and boosted posts.
With more than a billion active users and an advertising platform that boasts cutting-edge targeting and analytics, Facebook is more than just the world’s most popular social media network—it’s a window into the future of advertising—and a modern day marketing bonanza. If you’re already taking advantage of advertising with Facebook, you’re aware of its awesome potential. But for all its advantages, advertising on Facebook can leave many marketers overwhelmed—especially when it comes to measuring results. Social media marketing in general, and Facebook advertising specifically, are in many ways still a new frontier for marketers, and many in the industry are still working out the best ways to gauge the effectiveness of their campaigns.