By Beth McGough
Have you ever thought about including Facebook ads in your library marketing plan? Why should a library consider running Facebook ads?
-- Have you noticed your Facebook posts are reaching fewer fans? Facebook recently announced Pages can expect organic reach to drop over time. This means fewer fans will see posts from your library. The way to overcome the drop in organic reach is to run Facebook advertising campaigns.
--Are you looking for new ways to market your library? Facebook ads can be used to promote programs, library resources, the library newsletter, and even increase the number of Likes for a Page.You are probably thinking, “…but we are a library, we don’t have the budget for advertising!” Facebook ads can be run on as little as $1.00 a day.
This post won’t go into the steps for creating an ad. Find some great resources that cover this, click here, here, and here. This post will, however, focus on some the reasons your library should consider trying Facebook ads.
According to a recent report by Pew Research, 71% of online adults are on Facebook, and 63% check Facebook at least once a day. If you are spending money on advertising, it is worthwhile to consider shifting from traditional media to Facebook because of the large audience.
With a limited budget, you want to be sure your ad is reaching the right people. First, you only pay Facebook if someone clicks on an ad. Second, Facebook ads are precisely targeted at the audience you want to reach. This level of granularity isn’t available with more traditional forms of advertising.
Facebook has many targeting options. Target people in your city or town, by age, and by interest; think broadly and outside the box as you develop an audience for your ad. As you familiarize yourself with Facebook’s targeting options consider some of the newest ways to target ads. Custom Audiences is a targeting option that utilizes your own email list and, most recently, website visitors.
Test, Measure, Test, Measure
A Facebook campaign should consist of three to five ads, changing just one variable among the ads. For example, develop wording for one ad, then test it with four or five different pictures. Find out if your patrons respond to smiling faces or cute cats. If your ads are not performing well, you can quickly tweak the wording or try new pictures. The analytics provided for each campaign are another benefit to Facebook advertising. Unlike other forms of advertising, you will clearly see if your advertising campaign is reaching its goal and if you are spending your budget wisely.
Are you trying to increase newsletter sign-ups or program registrations? Utilize the Conversion Pixel to precisely measure the impact the ad had on sign-ups.
Go for it!
So, set aside a small budget to try a Facebook advertising campaign.
Do you have questions about Facebook advertising? ProQuest’s Social Media Manager, Beth McGough, is available to answer your questions on Facebook or Twitter.