Facebook have invented a whole new way of advertising with ‘Likes’
The concept is simple. All you need to do is define your audience, design your advert and pay some money to advertise.
Before long, your advert is being shown to your potential customers enabling them to ‘Like’ your page.
Once they ‘Like’ your page, they are now yours. Whenever you want to advertise to them again, you simply post an update on your company page and they all get to see it on their status updates.
Well actually no.
Facebook recently admitted how many people get to see your updates, and it is only 16%.
If this is the case, then how can you get your message to more of your followers?
The answer is that you can pay more money, to promote your post to more of your own followers. But wait a moment, we already paid once to have these ‘Like’ us in the first place.
I’m afraid so, and remember, the next time you want to communicate with more of them, you have to pay again and so on for ever and ever.
So does that mean that Facebook advertising is like direct mail and email marketing?
Well, I guess so. The question should therefore be, if it works the same way, does direct mail, email and telephone activity work more effectively than social media channels like Facebook for generating leads?
You can answer that one yourself.
If you want to look at this another way, it probably means that there is no point in using Facebook Ads to gain new ‘Likes’ as this is just a pathway to spend more money getting your message to them in the future. You should always drive the traffic to your own website or pages and capture their contact information for future follow up.