Facebook advertising, in my opinion, is the best advertising for your marketing dollar today. Better than a newspaper ad, even better than a 4 million dollar Super Bowl ad. Why you ask? Because if you used that 4 million dollars in Facebook advertising, that would give you roughly 8 million new likes, give or take a million. And five years from now when people have long forgotten that super bowl ad, 99% of those Facebook followers you acquired will still be connected to your page and you've had the opportunity to sell to them day. But that's not even the best part of Facebook advertising, the best part is the ability to target your perfect customer. For example, one of my clients is a 100% organic produce retailer so for Facebook advertising I would add in some parameters such as must live in Calgary and have a range of interests that include organic food, vegan, vegetarian and several variations of these interests. Because if you have a follower on your page who lives on the other side of the country that has no chance of ever doing business with you then that is not a quality follower.
GMC publicly pulled 10 million dollars worth of Facebook advertising stating "Facebook ads don't work" but it was later discovered that most of the followers on their page were from Tehran, Iran, a country where social media is suppressed by the government and there are few places to buy an American made vehicle or even speak English. How did this happen? Easy, Facebook works on a bid system and bidding for Facebook ads in Iran is extremely low. This means that their marketing team was either incompetent and didn't do use the proper targeting settings, or they just wanted to boost their like count to show off a big page.
I've been noticing a disturbing trend in my newsfeed lately of sponsored stories of local businesses on the other side of Canada like this one from Riverside Pizzeria located in Ottawa. I'm located here in Calgary so there is a low chance I will ever have the opportunity to visit this pizzeria. One of the advantages of having an agency such as Viral In Nature manage your social media and advertising is that we'll make sure you don't make these mistakes.
Social Media Specialist/President
Viral In Nature Inc.