Facebook myths busted and how they will help your RTO

Facebook myths busted and how they will help your RTO

by Gavin Howard

The world of 2017 is one in which digital marketing for the training industry has become one of the most effective and successful solutions available, particularly for registered training organisations. Above all others, Facebook is by far the largest social media platform on the planet, creating a juicy marketing and advertising platform. However, there are some. Which Training is here to lay all the Facebook myths you might have heard on the table and provide you with the truth once and for all so you can focus on attracting students to your courses.

1. They’re going to start charging for it

You might have seen this one floating around people’s status updates in an attempt to warn you. According to Sheryl Sandberg, Facebook’s COO, the company has no current plans to invoke a membership fee as the company is profiting comfortably enough from their advertising revenues.

While it is free to join Facebook and create a business or community page, Facebook advertising is one of the most effective and efficient ways to market your course, but it charges. As they say, there’s no such thing as a free lunch.

At this point, most people explain how they know someone, who knows someone, who grew their business on Facebook organically. That may be so, but statistically, because of the increasing News Feed competition and Facebook’s efforts to deliver higher quality posts to their audience, only 3% of your followers will see your post organically. That is where the adage ‘it takes money to make money’ comes into play, and Facebook advertising dollars are a necessary tool to help you speed up the process.

2. Traffic is the same as engagement

So you established a Facebook page and set up an advertising campaign, a few months down the track you have a decent amount of people who ‘like’ your page. That’s enough, right? Wrong. One of the most common misconceptions is about the way businesses measure engagement with their audience and how they believe their audience perceives them.

People will go on to a business page and be impressed because they see thousands of likes. Having fans is important because it gains you exposure, absolutely; however, if you want to ensure your exposure is defined as a positive impression and truly want to optimise your marketing efforts, you’ll have fewer fans but who are more engaged. This phenomenon is called micro-influencing and after a few months of true engagement, you’ll have a proper tribe.

It’s not enough to measure engagement only by the number of likes or group members a Facebook page has for a couple of reasons. As pointed out above, there is a lot of content displayed on Facebook and it can be hard to cut through the noise. You want to make sure your followers are actually reading your content and following up on your advertisements’ calls to action – line, hook, and sinker.

Take it up a notch, you want them to stay engaged month after month so you don’t have to find new fans all the time and can then spend those advertising dollars on a new campaign or elsewhere. Nurturing and growing your list of loyal fans will increase the trust people have in your organisation and their likelihood of sharing your content with their friends and family without being asked. That is where the magic is.

3. Paying for ads equals an ROI

Like the concept of paying for followers, paying for ads does not guarantee success, i.e. a monetary return, let alone breaking even. A Facebook campaign is like a science experiment and you are Einstein.

This is especially true considering all the variables that go into a Facebook campaign including the definition of your target audience such as demographics, location, and behavioural analytics, your industry, and niche. Even specifics like the taglines and calls to action you’re using.

It is very important to track what works and what doesn’t, then take the time to adjust your experiment accordingly, disregarding anything that was less than desirable. This process provides invaluable feedback and will teach you a lot about your audience and what they need from your organisation.

Facebook is a great tool for professionals and organisations in the training industry that can help attract students to your training courses and maintain them if it is used properly. Implementing a proper strategy, avoiding the myths above, will help you grow your training organisation for long-term success.

Feel like you’re going to need the professionals to get involved? Which Training would be happy to help answer any questions you have about Facebook campaigns.

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