Facebook marketing to increase reach

Without social media, the Internet would not be what it is today. Most Internet users spend their time online on a few platforms, the social networks. Social media has not only changed our online usage, but has also had a major impact on our consumption and, accordingly, on marketing. Facebook, Twitter, Instagram and Co. combine to bundle a large part of online traffic and therefore have enormous marketing potential. Thanks to its marketing-friendly environment, industry leader Facebook is a pioneer in terms of number of users and frequency of use. Facebook marketing can therefore be the decisive factor in social media strategy.

Social media marketing with Facebook

32 million people in Germany are on the social network facebook active, of which 28 million users access the site via smartphone. 22 million of German Facebook users even log on to the largest social media platform in the world every day. Women (42 percent) and men (40 percent) are represented in almost equal numbers. Based on these statistics, you can see the enormous influence and the huge Facebook reach. Facebook is not only so interesting for companies because of its wide reach. Also due to the wide range of marketing options offered by the social network. Facebook Marketing offers many different campaign options, each of which is precisely tailored to the internal objectives of the respective company. These include generating more traffic on your own website, increasing the number of Facebook fans, as well as generating leads, sales and newsletter registrations. In order to prevent the marketing campaign from spreading too much and to ensure that potential recipients are reached, the target group of the campaign can be precisely defined based on various characteristics. These include demographic characteristics, interests, behaviours or connections. In order to be able to tailor Facebook marketing even more precisely to the needs, it is possible to select the location of the ad within the Facebook universe. Compared to other social networks, Facebook thus offers the opportunity to address customers precisely and without wastage. In this way, a company's marketing budget can be used effectively.

Declining organic Facebook reach

Although Facebook is considered one of the best platforms for social media marketing, many companies are concerned about Facebook's declining organic reach. Organic reach is defined by Facebook as “the total number of people who have seen posts through unpaid distribution.” In recent years, this has fallen many times over. Organic reach has now fallen to less than 2 percent. This results in fewer clicks, fewer comments and also fewer shares. In order to counteract the decline in organic reach as a company, it is important to adapt Facebook marketing activities to this fact. One way to do this is, for example, to select contributions according to the motto “quality over quantity.” In addition, campaign activities can be analyzed and then optimized using Facebook analysis tools. Social networks are constantly evolving, which is why companies must actively adapt to the changes in the future.