Which is Right for Your Mobile Marketing Plan: Facebook Pages vs. Ads?

Who is Fail­ing Whom? Is it Face­book who is fail­ing mar­keters by lim­it­ing the vis­i­bil­i­ty of posts, lim­it­ing engage­ment and forc­ing brands to turn to the elu­sive Face­book adver­tise­ment?

Or, is it mar­keters who are miss­ing the mark by inef­fec­tive­ly using the plat­form and fail­ing to real­ize how to run effec­tive social cam­paigns?

The answer is prob­a­bly there are some fail­ures on both sides.

Com­pelling con­tent
Face­book now has 1.15 bil­lion active users, with more than 800 mil­lion of these com­ing from a mobile device.

With mobile use of Face­book con­tin­u­ing to grow, this means brands must shift away from design­ing con­tent for desk­top and make sure their con­tent is opti­mized for a smartphone’s small screen. Face­book Tabs should be opti­mized for mobile as well as any land­ing pages that users can link to.

Bet­ter con­tests
One way Face­book is mak­ing it eas­i­er for brands to cre­ate com­pelling con­tent on their pages is with con­tests.

For exam­ple, Face­book made a change enabling brands to run con­tests through their page with­in a page post with­out hav­ing to cre­ate an app or tab.

Some brands are also cre­at­ing sep­a­rate con­tent for paid page posts.

Since shar­ing is so easy on mobile, it is also impor­tant to make sure con­tent is share­able. For exam­ple, pho­tos and images are some of the most shared con­tent on Face­book.

Social ads
Brands can also lever­age adver­tis­ing in the news­feed to expand the vis­i­bil­i­ty of con­tent with the abil­i­ty to reach a wider audi­ence and to tar­get ads. Ads can also be used to dri­ve video views, app down­loads and to dri­ve users to a land­ing page.

The need for brands to have an adver­tis­ing pres­ence on Face­book is grow­ing as the news­feed takes on a more promi­nent role.

Brand advo­cates
There is an ongo­ing dis­cus­sion about exact­ly how effec­tive Face­book ads are, with a recent For­rester sur­vey reveal­ing that few mar­keters see much busi­ness val­ue in Face­book ads.

Instead, brands should focus on empow­er­ing brand advo­cates to tell their sto­ry.

With such a small per­cent­age of page fans return­ing to the brand page and the fact that peo­ple, espe­cial­ly mil­len­ni­als, hate ads, brands need to find new ways to get their voice head on the plat­form.

Brands need to build rela­tion­ships with brand advo­cates and empow­er them to cre­ate and share con­tent about the brand, organ­i­cal­ly and authen­ti­cal­ly spread­ing the brand’s mes­sage on Face­book.

This is a much more effec­tive way for brands to mar­ket on Face­book con­sid­er­ing 92 per­cent of users trust rec­om­men­da­tions from fam­i­ly and friends over all oth­er forms of adver­tis­ing.

Pages are clear­ly an impor­tant strat­e­gy for brands, even with the recent changes. Going for­ward adver­tis­ing on Face­book is like­ly to play a big­ger role.

Read the entire arti­cle in Mobile Mar­keter.





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