Brands are turning to Facebook to enhance their brand recognition with target audiences. One of the main reasons for this approach is because of Facebook’s detailed audience targeting. Detailed audience targeting allows you to find the specific audiences that will most identify with your brand and interact with your page and/or posts. Audience details include geographic location, demographics, interests and behaviors. Interests and behaviors may include things people share on their Timelines, apps they use, ads they click, Pages they like and other activities on and off Facebook. Tapping into these audiences will allow your brand to create a personal connection with users through these common interests.
There is a sizeable amount of trial and error that goes along with finding that key set of audiences that will relate with your brand and engage with your posts. Building a successful social media campaign is not an exact science, but here are some helpful tips when building your next social media campaign.
Stay away from “interruption marketing”
For the past century, interruption marketing has been a popular form of attempting to engage with consumers. From our television and radio programs, to magazine articles, people are constantly interrupted by ads. We do not like to be interrupted during in-person conversations, so why would we want to be interrupted on a social media platform? Instead of putting emphasis on how many people you can reach with your messaging, focus on individuals who have a general interest in the product/service you are promoting.
Utilize Facebook’s detailed audience targeting
Whether you like it or not, every action you take while logged into Facebook provides the social conglomerate with copious amounts of data for marketers. When people “Like” a page, they give permission for that page to place ads in their newsfeeds. These types of advertisements are more likely to receive a like or comment than if an advertisement had interrupted them. His/her friends then see that individual’s interaction with the page/post. As the relationship builds between the user and the brand page, the amount of permission that the user allows begins to grow.
A major way to draw your audience in is to generate content using events in society that evoke emotion with your users. Individuals go to Facebook to express opinions. Giving users a forum to express those opinions will create more interaction on your page, therefore reaching more people, and thus getting more page likes. Once you have a significant following and users trust your page, you can then influence those decisions and opinions with promotions related to your product.
Keep the conversation natural
People can often tell when a conversation is being controlled. Sometimes, marketers attempt to hide or delete negative comments. Instead, keep the comments on your post and respond to them in a way that offers advice or asks about the details with whatever situation they are upset about. A natural conversation between the users and the page itself will lead to a more legitimate and free-flowing dialogue.
“What have you done for me lately?”
Facebook provides a significant amount of insights to all the data that is collected throughout the course of your campaign. Analytics are often overlooked, but they are one of the essential parts of any Facebook campaign. Using the analytics that are provided can determine what type of messaging worked best with a particular audience as well as new opportunities for the next month’s strategy. Always spend a substantial amount of time compiling and analyzing the analytics from your campaign. As my man Teddy Roosevelt once said, “The more you know about the past, the better prepared you are for the future.”
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