With nearly half of the marketers (source: Social Media Report 2011) having less than a year’s worth of social media marketing experience it becomes important to share some valuable information that will help businesses develop their social media strategies. What’s likely the most important nuance when you’re marketing through Facebook is to make sure that you are reaching your target audience.
There is nothing worse than having a large Facebook fan base who are all but your target audience. A situation like that usually happens when a business thoughtlessly gives out appealing goods that are not related to their business niche. For example, it gives little benefit to a flower boutique, who’s target audience is a 25-40 year old woman, to have most of their fan base consist of men. Following these guidelines should help your business reach their target market effectively:
- When your business is giving out prizes or gifts through Facebook campaigns they should be relatedto your products or better yet – give out your own products. This makes sure that all of the participants have sincere interest in the type of business you’re in and they are most likely to engage with your business after the campaign is over. For example a travel agency should stay away from giving out iPads and should rather focus on gifting exotic travel packages which are desired within its target audience.
- Facebook ads – they should be segmented to reach your buyer personas. The flower boutique should only target 25-40 year old women living in the nearby area. Facebook also provides a segmentation option which approximates the segmentation, in this case meaning it will also pick some 41 year olds who might be interested in your business.
- Engage your audience in discussions and polls. Start the dialogues but always be ready to jump into any interactions that the fans start on their own.
- It is important to prompt your audience to give feedback. This can help you to fine-tune your marketing and helps to get to know your clients better which will help sales in the long perspective.
- A lot of brands try to directly sell their product. Don’t! It is more effective to create value and build trustwith your target audience. If your business can establish that, the sales will follow. Value is often something that will help your buyer personas solve a problem such as a construction material company giving tips about do-it yourself house building. However, selling directly can be effective when the product is actually value itself. A wine store sharing their weekly wine offers works well. Just be sure that you don’t overload the would-be customers with your offers.