Facebook can either be a great platform for generating and converting leads or an inefficient use of time and money. It all depends on your strategy and how you execute it. In this blog, we'll go over five common misconceptions about Facebook marketing to give you a better understanding of what a good strategy looks like.
It's only for Millennials
Facebook may be more effective for younger audiences, but that doesn't mean you can't use it to reach out to older generations. In fact, just look at this chart showing the distribution of Facebook users in the United States as of January 2017. It resembles a bell curve more than one might assume.
According to the data, 52% of Facebook users are from the 35+ age group. That makes this misconception extra silly, since Millennials make up less than half the users on the site.
Organic reach is sufficient
You'll often hear that in terms of Facebook marketing, content is king. According to this strategy, the best way to attract followers and generate social signals is to create and share original content.
There's nothing wrong with that statement as long as you acknowledge that organic reach isn't enough on its own to get the job done. For one, organic reach on Facebook has been shrinking for the past decade, which results in fewer leads and conversions, according to this HubSpot article:
"Fewer people seeing your Page's organic posts on Facebook means fewer clicks, comments, and shares. And having fewer of those interactions means fewer conversions, leads, and customers. Understandably, this has annoyed the crap out of many a Facebook Page manager. So why would Facebook decide to decrease organic post visibility in the first place?"
The solution to this problem is to supplement your organic reach with Facebook ads. With these, you can target users who resemble your current followers in terms of demographics and interests. It's a good way to attract a steady stream of new prospects to your content.
Likes are everything vs. likes are worthless
There are several varying opinions regarding the value of Facebook likes. Some marketers, such as the authors of this Harvard Business Review article, argue that they're much less important than most brands think:
"Another reason why liking a brand does not influence online friends is that liking is a very weak endorsement; our research shows that it doesn't carry the same weight as a real-world recommendation."
On the flip side, some brands measure their Facebook marketing performance solely in terms of likes, implying that they have some intrinsic value.
The confusion is understandable. How much value your likes have depends on why users liked your post to begin with. Was it because they think your content was good? Is it because they agree with your opinion? Are they showing support for your brand?
Likes are more of a reflection of value as opposed to a form of value. Your time would be better spent focusing on the quality of your posts.
There's an optimal time to post (for everyone)
Posting your content at the wrong time can be a huge waste. If your followers aren't online to like it and share it, then all that time you spent creating and editing it might go down the drain.
But here's where brands get mixed up: there's no one right time for everyone. If all brands waited until 9:30 PM, then everyone's newsfeed would be overrun with branded content.
Instead, you should test to see which times work best for your audience. Take a look at how many social signals your content gets at different times and see if those users are qualified leads. It won't take long to figure out when your audience is online.
Facebook is a great marketing platform and don't tell anyone tell you otherwise. But in order to get the most out of it, you need a strategy that works for your specific audience. To talk more about digital marketing, or anything else, contact us today.