Wait! do you really want to attract more customers with Facebook marketing?
Am sure your answer is yes because all businesses look towards increasing their client base and making profit. Am sure you have heard about using social media as platforms to market and advertise brands, products, and services.
It is one of the most effect ways to spread your brand story across board all age grades, professions and geographical location without boundaries.
The whole idea behind marketing is to convincingly sell ice to an Eskimo. The thing is, Eskimo’s have an earth full of ice even with some extra for whoever cares to buy but with marketing, you can conveniently persuade customers into buying what they already have.
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According to Jeff Bullas, “Despite of the fact that Facebook is the most versatile social networking platform for promoting your business among your target audience, it is not easy to master the Facebook “Ad” engine.”
People visit the market with the aim of buying one thing only but at the end of the day, they end up with bags full of stuffs.
The funny thing is, it’s not like some of the things inside the bag are even needed, and it’s basically the persistent persuasive spirit of the marketer that pulls them into buying it product or service.
For example, you want to buy a specific phone but you end up in a shop where the retailer shows you another brand and breaks down some specifications that you had no choice but to end up buying the phone. That is how much power marketing has over informing a customer’s choice.
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Content marketing, social media marketing and Facebook marketing are just a few of the many marketing scopes. But before I discuss about Facebook, let’s try talking a bit about social media marketing as the pillar.
Social media marketing in essence is using social media platforms to broadcast your brand message to your “target audience.”
I emphasized on target audience because, while a business is drawing its campaign sales strategies, it most often take some time to write out its target audience; target audience might be general public, a particular sector, age group etc. whatever it is, your target audience must be specified.
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Social media marketing enables you exhaust as many as possible the platforms you wish to utilize to generate sales through valid content and campaigns or videos and images; whichever the case may be.
There are numerous social media platforms e.g. Twitter, Facebook, Instagram, Pinterest, Google+ etc. These are all available for campaigns, ads and content distribution. I will be narrowing down to Facebook usage for generating leads.
Facebook is the world’s largest social network, with about 1.71 billion active users monthly from all around the world.
In Nigeria alone, there are about 16 million Facebook users and 50 million businesses in the world are leveraging the power of Facebook to promote their business.
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Facebook marketing enables you reach a wide range of audience at the same time with no boundaries as long as you utilize the tools available to you.
Objectives of Facebook marketing
Every business has its set objectives, same thing as using Facebook marketing. There are basically 3 main reasons for marketing on Facebook:
• Awareness
You want people to know about your product or service through ads. This is to publicize your brand to the knowledge of Facebook users which are also part of your audience. Under awareness, are:
1. Boost your post: which is primarily in relation to promoting your content especially blog posts. If you want more people to interact with your content.
2. Promote your page: most people create their business page on Facebook, I am emphasizing on business because it’s the area of concentration here. So once your page is up, it will help you promote and increase your page awareness for you to have more leads.
3. Increase brand awareness: we all want people to know about what we do as a business or firm. Therefore, this tool on Facebook boosts your brand popularity through selected campaigns and ads depending on your budget scale.
• Consideration
1. Send people to your website: Facebook creates a campaign to ensure your leads are being sent to your website.
2. Get installs for your app: for organizations that have apps and want to leverage on Facebook to enable them get as many people to install your app.
3. Raise attendance at your event: for those who are familiar with Facebook pages specially created as wedding invitations, that’s like one of the many event attendance campaign created by Facebook.
4. Get videos view: we watch videos on Facebook, those videos come through same channel especially when you want more viewership, you engage Facebook and you get instant views.
• Conversion
Business owners, firms, and entrepreneurs look towards conversion which is the primary discuss here. For Facebook marketing conversion:
1. Increase conversion on your website: Facebook redirects your audience to your website for full conversion.
2. Increase engagement in your app
3. Get people to claim your offer: this is an assembly of audience generated specially for you by Facebook using your campaign strategies to win customers for your brand.
4. Promote a product catalog
Note that conversation can only work well when your business or firm has a landing page so that Facebook can redirect your audience back to your page for adequate conversion to be successful.
The fact is, your audience can only view and have adequate understanding of what your brand can offer on your landing page. Be sure to create one before starting a campaign.
How to create a campaign
• For you to sign up for a campaign, you log on to your Facebook account
• Check at the top fold of the page for an inverted pyramid sign, click on it.
• Scroll to the bottom and click on Advertising on Facebook
• Once the page is open, click on Create advert
• Then move on to create ad account
I think the basic objective of any business creating a campaign on Facebook is to increase brand awareness and drive sale.
Building your Facebook audience
As I said earlier in the beginning of the post, every business has one sole aim; to attract customers and grow revenue. The same applies to Facebook marketing.
Businesses utilizing Facebook for business growth are looking forward to creating a loyal customer base which eventually will lead to profit making.
The question is basically, how do you build your customer or audience base?
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The thing about attracting customers is you have to give them a reason to buy your product or service. Once they don’t feel that urgent need to use your brand, then your marketing strategy has failed as a whole.
On Facebook, you have the largest community all together on one platform ready to receive your message and be converted but when you do it wrongly; I bet you know the end result.
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To create a full follower-ship, you have to create campaigns and ads with strong driving content that will cause them to take that bold step towards your product or service.
This takes us down to the type of content you give your audience; are they persuasive enough?
Types of content to create and share on Facebook to attract customers
To attract customers, you need valuable content especially when you’re trying to sell a product, brand and service. You can’t do without content.
For every successful ad, it takes images, motion pictures and words to make the difference. Depends on what your marketing strategies are, you can choose to use Facebook as one of your platforms for distributing content in respect to blog posts.
It based on your discretion, you can also choose to create ads, campaigns and whatever it is you deem fit with consideration of the rules guiding each aspect.
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Content is king as you have always heard but content can be king for your business when you use it rightly. Writing content persuasive enough goes back to knowing your target audience and what they consider valuable information.
Understand they thoughts, needs and problems of your audience then you can proffer solutions to those issues with your content making your audiences know you provide products or services that can further provide lasting solutions to those problems.
Write things that will motivate them to purchase from you and inform them some more on things they are inquisitive on. You can also write content that have humor or human angle stories.
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Depending on information you deem suitable for your audience based on your audience survey. The most important thing is giving your audience what they want.
For example, with the present recession in Nigeria, if you write an intellectual content containing things people should and shouldn’t do within this period, it will be of great benefit to your audience on Facebook and others who are interested in the “recession” topic.
People are attracted to good content with value, colours and images or videos. It drives the message faster than you would expect and can retain the attention of your audience for as long as it can last.
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Also, you can have a variety of content types to drive your message home. You can probably do a listing post, how to do post, infographic, feature post and interview.
This is basically to add spice to your work and make it different from the regular posting style. And it really doesn’t need to be lengthy; just make sure you drive your point home.
For bloggers, you will understand the fact that most times, you write and the first social network you publish your blog post on is Facebook because of the follower-ship rating.
On Facebook, you will realize that you can actually attract customers with your shared content. Also, for ads on Facebook, they must have striking features that are persuasive enough to attract your audience.
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For example, if you’re running an ad on Facebook, you can’t just fix an image and write something like “Buy Now”, that doesn’t say anything. The first question whoever stumbles on the ad will say is why should I buy it?
Looking at it, you really haven’t given your audience a reason to purchase from you. Your audiences know you want them to buy your product or service but they need that on key persuasive phrase and persistence to convert them to actual paying customers.
How to optimize your Facebook to get the most interaction and attract customers
One thing is sure, you want your audience to interact with your product or service at the end of the day, but what happens when you don’t experience that?
It just means you need to get your acts and strategies together; just goes to say you’re doing something wrong and it needs to be rectified.
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This aspect doesn’t need so much explanation as you know; once your content is right and you have the target audience, the only thing left for you to do is to set Facebook to target those audience; it can be by age, location, sex, et cetera.
If you have a Facebook pixel installed on your website and you have conducted a campaign before that led people to your website. You can also use the audience you got through that Facebook pixel and re-market to them again.
Conclusion
Facebook is on track to make over $4 billion in revenue this year from advertising. Facebook is the mother of most social networks due to its huge subscriber base. In summary, Facebook marketing when rightfully used can attract more customers and promote sales for your business.
Having the right tool is not sufficient enough but using the tool for your benefit and that of your audience is paramount.
First things first, creating and understanding your audience is the first step to getting Facebook marketing right. You understand how they interact with content, ads or campaigns on Facebook then you strategies a means to reach them so that they can as well interact with your brand.
Once you have created an audience base, then all you need do is keep feeding them with things that will add value to them.
Please do share with me some of your favorite Facebook stories that enabled you attract more audience.
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