If a brand marketing strategy were recommended by Morgan Stanley and Forbes, would you give it a try? What if I told you that the brand marketing strategy in question was using Facebook to build your brand? Would you still be intrigued?
The majority of Facebook users, both B2C and B2B, are missing out on valuable information regarding the acquisition of Likes and the reaching of their ideal clients. Could you be missing out, too? Read on to find out if there’s more you could be doing to build your brand with Facebook.
Facebook: A Growing Brand Marketing Strategy
Every day, Facebook sees 3.2 billion likes and comments from 1.15 billion people – that’s roughly 85% of all internet users. It is projected that in 2014, that number of people will increase to 2 billion. If that’s not intriguing enough, Morgan Stanley and Forbes predict that in 2014, Facebook’s new video ads will generate $1 billion in revenue, and as much as $6.5 billion by 2020. That’s a lot of people and a lot of income…and if you think your ideal clients aren’t among those Facebook users, think again. Members of your target audience ARE on Facebook, with the 35+ age group growing faster than any other.
In order to get your Facebook page and your social media brand marketing strategy ready for this upcoming boom, we suggest that you do the following:
- Post some sort of status update every day. Welcome new followers, publish links to services that complement your own, announce exciting company news, post photos and videos of employees and happenings at your venue, shout about new product and services…anything that is a positive representation of your brand and what’s happening with it and with your industry. Refrain from getting too “salesy” and limit promotional posts to no more than one per week. Some Facebook users like to schedule posts in advance; you may do this through Facebook (click on the clock) or you may choose to use a service like Hootsuite.
- Invite your email contacts to like your Facebook page. Upload the email addresses of your email and LinkedIn contacts to a CSV, go to Build Audience and then to Invite Email Contacts. These people will receive an invitation to like your Facebook page. Don’t do this too often; instead, to be safe, no more than once per week.
- As with any online marketing campaign, analytics are essential to success. You might try https://likealyzer.com, a free service that tracks and analyses your page’s likes. You’ll get valuable information about how to improve posting times, frequencies, and more.
- Instead of going straight for the sale with Facebook, try giving away something of value for free in an attempt to gather email addresses from your Facebook fans. This will ensure that you can market to these people into the future.
- Create a custom audience and a similar audience using Facebook Power Editor, accessed via Google Chrome. Using a CSV of your email contact list, power editor will match those emails to those of Facebook users and target those users with an ad campaign. It can also create a “similar audience” using what it knows about your custom audience to expand your brand’s reach on Facebook. There is a cost involved with power editor; however, you can net great results for less than £10 per week. Bid at CPM for the best rates.
No matter your industry, Facebook can be a valuable tool in your brand marketing strategy. Facebook is no longer limited in its reach – nearly every demographic is represented there – and that includes your target audience.