Facebook makes an ideal platform to promote your healthcare brand, product, or service because of its users’ behavioral habits. Browsing the News Feed, often driven by nothing other than boredom, the passive way Facebook users consume its information means they are primed and ready to be sold to. Paid ads in healthcare work particularly well for things typically bought on impulse – their visual and accessible way of selling leads to quick purchases. Our habits lend us to infinitely scrolling through information, providing the perfect audiences of any age; the fact demonstrates this 94% of Facebook ad revenue comes from mobile.

With Google, it’s a bit more obvious why you’d pay to advertise: to get to the top of the SERPs. If you rely on organic traffic, even with the best SEO practices under your belt, you will still rank lower than paid ads. In comparison, Facebook allows you to set up business pages for free: to promote your information and offers, build a rapport with your audience and find new people to like your page. So why, then, would you want to pay to advertise?

The fundamental difference with paying for Facebook Ads is that you reach people you wouldn’t usually. If you think with a Facebook page, not only do you have to do all the work yourself in promoting it, but realistically the people that will ‘like’ it are family and friends that already know about you. You want to reach those who are the step or two after that: friends of friends, locals you’ve never met, and folk traveling from out of town looking for somewhere new. Paid ads get you into the limelight and boast why people should choose you while you crack on with other things.

Running Facebook Ads doesn’t have to be expensive; as shown earlier, the average click is just $1.72, and that depends on what industry you’re in. It can make your Facebook marketing more cost-effective, but you can ensure the right demographics are only seeing your ads with Facebook’s targeting features. So you don’t have to waste your time and money on those unlikely to be interested.

Here are the six most significant benefits to Facebook marketing:

1. Content promotion

Facebook Ads promotion isn’t limited to just products and services – you can promote your content there. By putting money behind the content you write, more eyes on your work than you would organically. These views can then cause the goals you set out to achieve with your content strategy to fruition.

When it comes to choosing which posts to promote, you may be tempted to go for ones performing poorly to get a more even spread of views. However, Facebook’s advertising algorithm rewards more engaging content, so pushing your most famous work will cause your post to see more engagement.

An easy way to promote your content is to boost posts. Boosting posts is a quick and cost-effective way of creating a conversation with your audience on Facebook. Much social media management software, such as Hootsuite, allows you to boost posts straight from its dashboard. Combining tools like these with your more comprehensive content strategy can propel your Facebook marketing. Unfortunately, not having a targeted audience makes this ad spend very inefficient given the lack of research and preparation.

Learn how 210 Digital Marketing ad agency does Facebook marketing, including podcast and media production, from Boise, Idaho, San Antonio, Texas, and San Diego, California to the European Union and Latin America.