Despite their differences, paid advertising and inbound marketing share the same goal: to generate leads. It's true that outbound approaches can produce results fast when done right, but inbound (also known as content marketing) is a long-term investment. When these two methodologies work together, you could open a floodgate of opportunities in terms of ROI.
In today's connecting world, Facebook is a major player in social outreach and brand exposure. Just think of the significance drawn from the fact that 1.23 billion users log onto Facebook daily. Considering it's among the highest trafficked social networks, it's also every marketer's lifeline. Using Facebook ads to promote your content to your target audience could boost your inbound marketing plan. With each ad you run, you learn more about your audience, and consequently, adjust your strategy. In this way, you will generate better, cheaper results.
How Facebook Ads Can Boost Your Inbound Marketing Plan
Facebook Has User Insights
The logistics behind Facebook advertising that make it effective have everything to do with user information. No big surprise there. Facebook Audience Insights is a tool available for businesses that want to learn more about their target market including demographics, location, language, page likes, and activities. While this concept might be unsettling for the average Facebook user, this tool is basically a marketer's playground. Marketers and advertisers are learning more about their ideal customers by using this powerful tool to scale their campaigns and ads in order to reach the people that matter. By tapping into a user's purchasing behavior, lifestyle, job title, and even relationship status, businesses can optimize their ads to generate leads and customers. Your best content pieces can be targeted (but not limited) to the following groups:
Your Facebook fans
Fans of related pages of your competitors or popular blogs in your niche
Current customers, subscribers, trial users and leads
Such valuable insights could help you to create quality content so you can strengthen engagement with the right audience and grow your social community of brand advocates.
Promoting your white papers, eBooks, blog posts, webinars, videos, and any other form of content with Facebook ads will have you showing up on people's social feed, even if they're not connected with you. Now, that's what you call networking! The exposure can result in 25% more referral traffic to your business, and adding a CTA to your Facebook ads can increase the click-through rate by 2.85x, according to Sprout Social.
“Adding a CTA to your Facebook ads increases your click-through rate by 2.85x” (Sprout Social) via @RspnsvInbndMktg.Click to Tweet
Make Your Brand Known To Industry Influencers
Facebook ads can raise brand awareness to thought-leaders in your industry. In turn, influencers could share your awesome content with their followers. This promotion strategy not only extends your reach, but it can get half of your promotional work done for you! Social media influencers can make a big impact on your business. If you can get on their radar, you'll send more traffic to your website, increase brand awareness, and, of course, generate more leads and sales.
There's a plethora of ways to reach your business goals. Marketing is about leveraging and testing what works best for your business, even if you're on a shoestring budget. Make your mark on Facebook and learn how to attract targeted customers.