There are many ways to “market” your brand in today’s business world. Some companies make the mistake of being too one-dimensional in their marketing, utilizing only TV, magazine, or billboard ads. However, advertising is no longer limited to TV commercials or print ads—in fact, many successful marketing campaigns ignore those traditional platforms and instead focus on social media marketing. Other companies make the mistake of viewing social media as a “free” advertising platform, and simply use it to post sales ads.
In order for you to get the most out of your marketing efforts, consider these ways in which Facebook marketing, in particular, is different from traditional advertising:
It’s no secret that people don’t exactly like being “sold” to. Studies have shown that people tend to tune out once they detect that they are watching or reading an advertisement. This is why we recommend to our clients that they limit “sales” posts to once a week, maximum. The majority of your Facebook marketing should be aimed at connecting with customers in an authentic and memorable way, rather than simply trying to sell to them. Facebook posts can create audience connections that traditional sales advertising cannot. For example:
Traditional advertising can certainly reach a wide target audience, and can be very effective when done well. However, those forms of marketing are inherently limited in the types of customers they tend to reach. For example, choosing a TV station on which to air your commercial, or a magazine in which to run your ad, will determine the type of audience your ad will reach. Choose an older, daytime TV show, and your audience will most likely be comprised of older viewers. Choose Teen Vogue for your print ad, and the majority of your audience will be teenaged females.
The benefit of Facebook marketing is that it is basically unlimited in the types of customers you can reach. Every demographic group is active on social media sites such as Facebook. Furthermore, if you desire to target certain posts to certain demographics, Facebook provides features in its business pages that allow you to adjust the reach of each post to different target audiences. This flexibility in customizing target audience is simply unavailable in traditional forms of advertising.
Many companies make the mistake of ignoring one of Facebook’s most valuable assets for businesses: networking. Simply setting up a Facebook business page and posting from it (even if you do so regularly) ignores the crucial step of truly connecting with customers and your community. Creating these connections requires you to find other businesses in your community or in your industry, “like” their pages, and frequently react to and comment on those pages’ posts. This will increase your brand visibility, as fans of those pages will see your name and perhaps even click to your page. It also establishes positive relationships with other businesses and individuals in your community.
Another important way of connecting through Facebook marketing is to reply to fans who comment on your posts, post on your page, or send you messages. At the very least, always “like” the comments that others leave on your posts. Better yet, reply back and start a conversation. If you receive a Facebook message, respond as quickly as possible to show that your company is responsive, personable, and caring. These methods of networking allow you to establish yourself in your community, connect with customers, and begin conversations in ways that traditional print and TV advertising cannot.
If you are looking to improve your social media efforts, give us a call at 281-940-7463 or email us at [email protected].
Kati is a social media writer for Visibly Connected. She enjoys creating a unique voice and personality for each business that she represents, and establishing effective communication between that business and its customers.