Facebook is the most used social media channel by marketers. In fact, social media marketing is omnipresent in the digital communications strategy. Yet this channel ,which appears very simple to use, can sometimes be very tricky.

We’ve collaborated with Digital Marketing Mauritius during a Live Q&A on Facebook strategies and tactics. Our guest was Marco Bigatton which is a specialist in the field and handles several global brands. 

In this blog post, I’ve outlined the main answers during the Live.

Does boosting your content triggers a reaction from Facebook to force you to do so continuously and reduce your organic growth?

Marco answered this question by firstly clarifying the difference between boosting and advertising content on Facebook. The answer is No however, he urged social media specialists to focus on three main aspects on content marketing which are: 

      1. Is the content meeting your audience needs and is of value?
      2. Is the format encouraging engagement from your audience?
      3. Did you do your audience building properly with people really care about your products or services. 

Dylen Citta further added that it is very challenging to stand out on Facebook with strictly organic strategies. He wrote a case study on a local startup who grew its audience 5000 in only three months.

What is the difference between boosting a post and doing Facebook advertising?

It is quite subjective based on your industry according to Marco. Boosting is quite limiting and is dependent on content posted on your Facebook page. On the other side, Facebook advertising allows you to grow the visibility of your content without having it initially posted on your page. 

In fact, Facebook Advertising provides more targeting options which includes interest, channels and other demographic features such as region or country. Facebook advertising also allows you to promote the same content to multiple audience.

Boosting a post is equivalent to Page Post Engagement as Facebook campaign objective, which is quite expensive. 

What is interest based marketing?

Targeting changed over the past few years and urged marketers to review the way they approach audiences. In its “Power of Five” document, Facebook outlined 5 key elements to keep in mind while doing Facebook advertising. Watch the video from Gary Vaynerchuk to learn more on Power of Five.

Interest based is part of the Core targeting on Facebook. Concretely speaking, Facebook allows marketers to target an audience using three approaches:

      • Custom Targeting known as retargeting which happens not only on website;
      • Look Alike Targeting is how your target using features whose demographics and interests are similar to those of your existing followers;
      • Core Targeting is everything related to demographic, geolocation or other behaviours and interest. 

Interest based marketing is no longer as simple as targeting people who have a particular interest, say shoes. In fact, Facebook now included more elements such as the type of content your target audience is more likely to consume and the format leading to more engagements. 

Interest based is mostly used when you don’t have any data about the audience you intend to target or you have a lot of targeting options and decide to keep your campaign broad. 

Top tips for marketers willing to use Interest Based marketing: 

  • Use this approach for broad topics such as for a restaurant promotion or any other popular services and consumables;
  • Keep the location to a specific region because the population of Mauritius is quite low on Facebook compared to other big countries;
  • Narrow down your targeting and depending on the resulting audience amount, decide whether to include interest. If the audience count is too low, you might end up paying a lot of money for a niche market. 
  • Create good content with an optimised caption and picture format.

How can SMEs make the most out Facebook Advertising? 

During the Live Q&A, we’ve address how local SMEs can make use of Facebook Advertising in Mauritius.

According to Marco, local SMEs can make use of Facebook to firstly drive engagement. Most importantly, building trust and letting people know what you are best at through good content are the most important aspects for local SMEs.

How often should local businesses optimise their campaigns?

Depending on your campaign spend, you’ll need to increase the frequency of your optimisation. Other strategies you can use is automatic optimisation available on Facebook. 

Other recommendations mentioned were the creation of a dashboard and also use third party tools such as Supermetrics and RevealBot. To ensure that your optimisation is effective, it is very important to have a well defined funnel and a good strategy in place.

Is it possible to target people using their email address?

Unfortunately, unless the audience used their work email to create their Facebook profile. However, this doesn’t guarantee a good return considering employees can leave or change company. 

However, there are indirect ways to target an email database. 

  • Send an email to your email database asking them to like your social media channels;
  • Use Facebook Pixel on a landing page to target people to whom you sent emails. 

Considering the recent changes in Mauritius Data Protection Act and GDPR, email marketing should be used with caution.

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