Facebook and marketing go hand in hand like chilling and some Netflix. Social media is arguably one of the most important tools when it comes to marketing. It is an extremely important tool in growing your business, company or product.
According to Jayson DeMers , “92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. ” Small independent businesses whether they be food companies, like Ben’s Burgers and Lucky Egg, or news based websites, like Buzzfeed or Junkie, have all taken full advantage of social media and its benefits. In this article, I hope to show you how to take advantage of social media as a marketing tool.
Know your target audience
Facebook as Kristen Hicks mentioned in an article on Kuno Creative, “has created a social platform where many people are comfortable providing personal information. Because of that, advertisers can get very specific in their targeting.” This means you don’t have to go to excruciating lengths to find your target audience anymore. Plus, most social media sites like Facebook will allow you to advertise on the site itself. According to Matthew Tyson from the Huffington Post, “Anything a user can put into their profile—age, sex, location, education, religion, interests, politics, job title, marital status, etc. —can be used as a filter for your ads.” This medium is far better than going it alone and trying to find your target audience by yourself. Using Facebook’s advertising system will allow you to find your target audience easier. It is especially helpful if you are just starting out and are having trouble taking those initial first steps. Just to give you an idea of your potential reach …
Once you’ve found your target audience it’s important to then capitalise on this by increasing the traffic to your website and other social media outlets. This can be done by gauging the viewer response and setting goals when pushing content on Facebook. However, you need to make sure these goals are attainable and realistic. For example, you could start simple with increasing the number of likes the page receives in a week or a month to increase the overall number of shares and comments a post gets. According to Alex York setting traffic goals on social media will “boost your total unique visitors and page views,” this is because it will give you something to do and a purpose for posting updates and driving certain products.
For some detailed insight on how to physically go about targeting your audience on Facebook and driving traffic check out the clip below.
Aligning content with brand image
The last tip is to make sure that your content is in line with the brands image, whether that be super professional like with government pages or more casual like with Buzzfeed. As the old saying goes, dress for the job you want not the one you have. Whether it is videos, blog posts, products or a simple update, things need to be aligned to your overarching strategy. Take the LA Lakers fan page Lakers Nation (best basketball team ever!!) for example. Founded back in 2006, this page has won, the 2011 CBS Most Valuable Blogger and the 2012 ShareThis.com “Most Social Sports Publisher”. Sure, a fair amount of this can be attributed to the overall popularity of the LA Lakers brand but credit also has to be given to the creators of the page for taking advantage of an already established fan base. Now I’m not saying every business or company has to be up to the same level of standard as Lakers Nation, but, it is something to aspire to.
To summaries, the key to thriving on this medium when it comes to advertising and growing your business, is to know firstly, your target audience, secondly to increase traffic and finally to make sure you content is aligned to your strategic vision for the page and brand.
By Liam Huxley