The world is scary right now. As modern-day marketers, we don’t really know what the future holds. It is so easy to get caught in the panic and pull our spend. I’m here to tell you, take a breath.

The reality is, right now, we cannot do it all. We must choose which channels to put our heart and soul into, because if we give a fraction of effort on each platform then the chances of seeing a successful return become slim.

In the current climate, there is one channel that is still making cut-through: social media. With millions instructed to stay home, we are all experiencing our daily usage of our social platforms climb. Your customers are the same.

#1: Your Audience Is On Facebook

There is no denying that your audience has made their way to Facebook. Facebook’s user base is actually larger than the entire population of China (think 1.49 billion members worldwide, and 22 billion ad clicks per year). We haven’t seen the same advertising opportunity as Facebook, since the golden days of search. So yes, your audience is on there somewhere – it’s just a matter of finding them (which I’ll get into in reason #3).

#2: Facebook Ads Are Cheap

Seriously, they’re practically free! Well, not quite. In fact, the reason you need to advertise is because getting traction from organic activity on your business page won’t yield results.

Traditionally, Facebook ads cost much less than their competitive channels. I’ve seen businesses completely transform their business with as little as $5 a day.

If you’re strapped for cash, just ensure that you set reasonable daily Facebook budgets so you don’t exceed what you’re able to spend.

#3: The Targeting Capabilities of Facebook Are Unmatched

The level of granularity you can get with Facebook targeting is virtually unmatched in the online space. Part creepy, part exciting, the levels of targeting would shock some. Did you know you can target Obama? Not kidding.

With everything from behaviors, interests, demographics, connections, age ranges, languages, or locations, you can find your dream audience and ensure conversions stay high. Layer targeting and throw in some retargeting and you’re net is perfectly aimed.

#4: Facebook Is Effective to Push Undecided Leads Down the Funnel

Still nervous? Try out remarketing on Facebook through custom audiences.

This strategy works wonders for marketers because remarketing works by targeting an audience that has already visited your site and therefore is more likely to be interested in your products or offerings on some level.

#5: Facebook Allows You to Find New (And Great) Leads Easily

Once you’ve found an audience that converts like crazy, you can clone them. Not. Even. Kidding. The Facebook geniuses call this feature “lookalike audiences” where you can take a custom audience and Facebook will reach NEW people who are similar to that audience and therefore likely to be interested in your business.

Lookalike audiences can also be built with conversion pixels (for instance, the conversion pixels from your paid search ads!), install data from mobile apps, or simply from fans of your Facebook page. You can also further define the size and targeting options to ensure your lookalike audience is an accurate reflection of your target buyers.

If you want to keep up and beat your competitors, follow my advice and hop on the Zuckerberg bandwagon – can recommend.