Marketing jargon – how to make sense of it
At Adoni Media, we understand that marketing jargon can often be confusing for business owners.
While there are many different platforms you can choose to promote your business, one of the most commonly used (and often not to its fullest potential) is Facebook.
You may have heard the terms ‘organic content’, ‘boosted post’ or ‘paid advertisements’ before, but if you’re like most business owners, you don’t have a lot of time to dedicate to social media marketing and don’t understand what makes each of them different.
How to make sense of it
The digital team at Adoni Media has broken down the three different types of marketing you can create on Facebook, explaining what they mean and how they can be useful for your business.
The most frequent marketing tool on Facebook is posting to your business’s page and subsequently the feeds of some followers (unfortunately it will not be served to your entire audience due to algorithms – more on that in another blog). Organic posting is likely to be the most used tactic because it is the easiest to use, you can manage it through a personal profile and it replicates the same familiar way an individual user would post a status update, image, or share on their personal Facebook profile.
In digital marketing world, we refer to this as ‘organic content’. Organic content is not paid for and includes anything you post on your timeline, including a status, image or video, with an example (see below).
Boosting your post is the next step up from sharing organic content.
These days, Facebook and Instagram both encourage you to ‘boost’ your organic content (invest a certain amount of money per day for a period of time) in order to reach wider audiences. Boosting your post limits your campaign objective to either post engagements or message responses.
You might choose to use this if you have posted a photo on your timeline that has received high engagement, such as more likes, comments or shares than usual, and you believe it will continue to perform well with a larger audience, or simply want more people to see the post.
This function is typically managed in your personal Facebook and does not require management through Facebook Business Manager.
Facebook paid advertisements are typically managed through Facebook Business Manager and offer a lot more capability.
Before you create your advertisement, you select your marketing objective, which can fall under awareness, consideration (where you want your audience to take a specific action) or conversion.
You then create your audience and assess your ad placement, budget and schedule. The audience you choose can be refined to demographics and audience interest, and the number of people that view an ad is dependent on how much money is put behind it. For example, if your business is a café, you can be as granular as targeting a woman aged 25 on Queen Street in Brisbane who likes ‘coffee’ and ‘brunch’. Scary, right?
These ads do not appear on your Business’s page or timeline as they are served directly to the feeds of those you are targeting. On the back end of Ads Manager, you can preview how it will look on Facebook Mobile, Desktop, Instagram Mobile and anywhere you have planned it to appear.
If you need assistance from the Adoni Media digital marketing team, get in touch with us today.