When talking to businesses about advertising on Facebook, it seems many are confused about the difference between social media marketing and Facebook ads management.
In today’s post, I would like to break down, what is social media marketing.
Table of Contents
- What is Social Media Marketing?
- What are Facebook Ads?
- Facebook Ads Cost?
- Social Media Onboarding Process
- What is a Brand voice?
- How Much Does Social Media Agency Management vs Facebook Ad Cost?
- Final Note
- Get in Touch
What is Social Media Marketing?
As my mentor, Tanya Filer, Social Media Consultant, and Strategist explain to me, “The simple way to put it, social media marketing is vast, it’s complex, and contains many forms of strategies. You have to understand all the different platforms of social media marketing.”
Social media marketing wears many hats. It’s not as simple as just posting a couple of pictures, videos, or content which anyone can do.
There is a lot of market research involved to understand what will be effective for the business.
What are Facebook Ads?
Facebook Ads generally focus on one pacific product or service belonging to the company that you are promoting.
Facebook ads are advertising, and social media is simply marketing.
Now, advertising is a small part of marketing but generally has the biggest budget which companies will spend a lot on advertising or paid advertising.
When a business advertises through Facebook, they generally don’t have a huge budget for marketing.
Facebook Ads Cost?
At the moment Facebook ads tend to cost a fraction of what other online marketing channels cost. This is why many local New Jersey businesses choose to use Facebook to advertise.
Here is a great example from Word Stream of other marketing channels’ costs.
Cost to Reach 1000 People
Here is a great example from AdEspresso, cost per click by the campaign.
Cost Per Click by Campaign Objective
According to AdEspresso, The CPC for conversions has seen a reduction for four consecutive quarters, dropping from $2.55 in Q1 2018 to $0.55 in 2019. This is great news for anyone doing performance marketing, where your aim is to get leads or purchases instead of brand awareness.
This is why so many businesses start adding Facebook advertising to their marketing plan, it’s very cost-effective but that will change as advertisers invest more of their marketing budget on Facebook.
As you can see below from Adespresso, it continues to increase throughout the year 2019.
This is the best time to take advantage of Facebook ads. As you can see it will continue to rise.
Social Media Onboarding Process
When onboarding a client for Social Media Marketing can take up to a week. The marketer should be spending at least an hour or two, face to face or via Zoom call to understand what they do in their business and what are the business offline strategy.
You need to understand what it looks like from a broader perspective, and what the goal and objective are for that business.
- Brand Awareness
- Increase online sales
- Improve ROI
- Positioning
- What Is the business’s overall marketing strategy?
- What are they doing online?
- What is working and not working through their analytics
- Sales conversions in their software
We need to know their sales process, for example, I would ask a client if I can bring 15 leads or 15 new customers into your business today, how would you close? what would be the first thing you would do?
If the business can’t answer that question we will have to start from scratch.
Most businesses that come to an agency don’t know how to market their business online which means they are expecting miracles and providing the magic solution for them.
Managing client expectations is probably the hardest part of organic social media marketing.
As far as Facebook advertising goes, it’s easily measured because you have analytics and data sent to you on a minute-by-the-minute basis which I can provide to the client.
I can say your money is going here, we have split it here, we testing this objective, this is the strategy and these are the results.
With organic social media marketing, you are paying me for my expertise.
For example, we are measuring these statistics based on your objective such as page likes, engagement rates, and engagement on the post.
Organic Social Media you have to create brand stories to get people interested. Not the product or services but the people behind the company, this is important.
Usually, you don’t want to put a call to action in an organic social media post. It is all about storytelling and building a connection with your audience.
Finding their pain points, what they love or hate, personal values, communications they like, and what they are already investing their money into.
As you can see there is a lot to Social Media Marketing, you have to become the brand voice online.
What is a Brand voice?
Being authentic when you communicate online and only using a tone and context that are fitting for you and your audience. Such as,
- Replies to comments and in groups etc
- CTA phrases – not overly promotional and not gimmicky Captions with your posts on Insta
- Biographies – these are where you should start to align yourself with your AVATAR. Only use the language to attract your tribe – SEO!!
- Direct Messages – be yourself, don’t be a dick but don’t be boring Visuals- text on images and how you come across in videos
- Ads and Promos – these should be the same as your organic posting
How Much Does Social Media Agency Management vs Facebook Ad Cost?
Facebook Ads specialist service fee – $500.00 – $5,000.00+ per month (Not including the ad budget)
Facebook Ad specialist charges on expertise and results. What value can you bring to the business?
Social media management service fee – $350.00 – $10,000.00+ per month.
It depends on the workload and size of the company. You will be charged for every service the agency provides including Facebook ads management (Not including the ad budget).
Final Note
As you can see, social media marketing is a long-term strategy, not short-term, compared to Facebook advertising. It takes time and effort to gain reputation, engagement, and trust.
People will buy into you when they TRUST you until then you have to earn it with good content, engage with your community and entertain people.
It doesn’t happen overnight, but when you implement a good organic strategy alongside a paid campaign it is so worth the effort.
Need help to attract quality numbers to your business without scammy offers?
