Many local business today don’t take advantage of the benefits Facebook has to offer and feel they are doing just fine with their current marketing strategies. Others claim that there are simply too many social networks to possibly keep up with them all. If you fall into one of these two categories or have your own reasons why you’re ignoring Facebook, it’s time to consider how you can reach new online markets with this social network.
The biggest myth about Facebook is the idea that it is simply another way to reach your already existing audience. However, Facebook works great if you’re looking to expand your audience and discover others who might be interested in your business—and you might be surprised with who you discover.
- Facebook Microtargeting – Many businesses immediately consider having a Facebook business page, but there are actually huge benefits that lie within the ads you see on Facebook. Facebook offers microtargeted ad campaigns where most target a small audience with customized messages. However, Facebook is now encouraging businesses to expand their audience base by testing different microtargeting standards. You can start with a large audience and then use Facebook ad analytics to see who is clicking on your ads. Although these initial ads will be someone broad, they will give you a brand new audience. Once you know who is clicking on the ads in your first test, you can start creating customized messages.
- Facebook Insight – If you have a Facebook brand page (aka a Facebook page for your business), you will have access to Facebook Insight. Facebook Insight is a way to gather information about your followers. You can learn where they are from, their age, what other companies they follow, etc. You might be surprised to find that most of your followers on Facebook are kids between the ages of 13 to 18. This will help you realize that you should change your promotions and advertisements to things that would appeal to this age group; an age group you may not have expected.
- Facebook Userability – Many businesses are starting to offer promotions via their Facebook pages, and users are starting to catch onto this and pay attention. Facebook is a medium where approximately 845 million people feel comfortable (or at least take notice), so it makes sense that more and more people are turning to Facebook to learn about new businesses and find some great deals. Many people don’t even bother looking online anymore because they know they can look on Facebook. They are already using Facebook to chat with their friends, so when your company pops up on their feed their bound to give it a look. This is an entirely new audience that would have likely never found you had you not been an active member of the Facebook community.
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