FACEBOOK
Facebook is one of the top three websites with the highest traffic in the world. It has an average time spent per day per user of almost 10 minutes. Unlike Google, users have a practice of browsing information within Facebook itself, most of the advertisement services offered by Facebook are displayed within the Facebook ecosystem. The following items are the most popular ways to advertise on Facebook.
Facebook Fanpage Post Vs Facebook Display Ad
Many users have misunderstood the concept of Facebook fanpage post and Facebook display ad. Let us list out the difference in the following.
| Compare Items | Facebook fanpage post | Facebook display ad |
|---|---|---|
| Usage | Feed informative posts to followers, like industry knowledge, events, etc. | Purely advertisement to call for an action, like purchase and visit websites. |
| Duration | Posts are having a time limit, followers are expecting some up-to-date news. So most of the time a post-boost should not exceed one month. | Display advertisements normally don’t have an expectation on up-to-date news. However, to avoid users getting bored, we recommend changing the content every two to three months. |
| Cost | Creating a post to reach your followers is free, but most of the case, organic reach is lower than 20%. So we recommend spending a little budget on post boosting. | All display ads must required budget spending. |
| Placement | If posts are not boosted, it will only be shown on news feed. Even doing post boosting, the available placements are still limited. | Display ads are available for all placements including Facebook messenger, audience network, right column on Facebook and Marketplace. |
Facebook Fanpage
Facebook fanpage was created to offer an easily manageable webpage for companies and organisations. It has an advantage of gathering existing customers and people who are interested in your services or products. Once users have followed your Facebook fanpage, you are able to feed them information like discounts and product updates.
Should We Use Facebook Fanpages To Replace Websites?
The answer is no. Facebook fanpage can never replace your own website. Facebook fanpage is a channel to group you potential customers and existing customers together. Unlike websites, it has very limited customization in design and functionality. Facebook fanpage only can help you feed news to your followers whereas websites can build branding. Websites are like your physical store, the images and colour of your website is the decoration of your store. This is where you close the deal with customers. Whereas Facebook fanpage is the account servicing and sales to provide updates to clients and maintain customer relationship. Facebook fanpage is the first step in your sales funnel and your website is the last online step to close a deal.
Should We Pay To Get Facebook Fanpage Like?
Back in the first few years that Facebook fanpage was first launch, organic reach to follower for fanpage posts was almost 60%. However, these days, almost all businesses have at least one Facebook fanpage. If only one post is created every week, your personal Facebook news feed will be flooded with commercial information. So these days, Facebook has reduced the organic reach for fanpage. There are no official data but our experience is lower than 20%. Instead of paying money for fanpage followers, why not using that money for post boosting.
Facebook Post
Facebook fanpage posts are used for feeding information to your followers, in which they are your potential customers and existing customers. Your followers are expecting informative posts from your fanpage. Bear in mind, don't create too many purely product advertising post. If posts engagement is too low, Facebook may reduce your organic reach rate in long-term. To maintain a high engagement rate, we suggest creating posts with industry knowledge sharing, event news, etc.
Facebook Display Ad
Facebook offers advertisement in multiple sections on Facebook page and its network. The two main usages are acquiring new customers and remarketing / retargeting. Should we use Facebook fanpages to replace websites?
Acquiring New Customer
Facebook provides multiple setting for advertisements. Base setting to create a post is to target users with similar interest to your business. However, many people have fallen into one mistake. They have been selecting too many interests or interest with a large population. Digital marketing is about targeting users. If you find your selected audience group having a population of over 300,000 users in Hong Kong then you may need to consider refining it. If the population is too large, to some extent you are not trying to target anyone and marketing budget is wasted.
Remarketing / Retargeting
The concept of remarketing or retargeting is very similar to Google. To start doing remarketing on Facebook, we must install a set of code called Facebook pixel. This is a function from the Facebook ad manager. You can track users’ events on your website like adding to cart or adding to favourite. By identifying their action on your website, you can perform a specified display advertisement. This is very commonly used on e-commerce websites to redisplay products that users have already show little interest in the website. Remarketing is not for acquiring new customers, it won’t increase your unique view rate but it has a great impact on increasing the conversion.
