Last time I wrote about how to identify your perfect customer and ‘build-up’ your Customer Avatar; now let’s look how this applies to social media marketing.
You’ll be relieved to know that the same rules apply in social media marketing and online marketing in general, as they do for marketing and advertising offline. The only difference, and advantage, is that online marketing is much more targeted because of the various software abilities which let you choose who you want to advertise to, e.g. gender, location, age, interests etc. You can also measure your results more tightly and tweak your campaigns accordingly.
For example; if you place an advertisement in a newspaper, you don’t know who will buy the paper and read your advertisement. You can only assume that your target audience have seen it. With online marketing tools, you can choose to whom your ad will be presented to. You can measure impressions, any click through and various other elements. You can also easily change any elements of your ads and split test various versions.
The more in-depth knowledge you have about your perfect customer, the more you can target your social media marketing campaigns. This means that it’s easier to determine what works and what doesn’t, which makes online marketing more cost effective and flexible.
So, you already know how to identify your perfect customer but what happens when your fans are not your targeted audience?
This is quite common problem when you’re starting with Facebook and other social media platforms. At the start you need to get the number of your Likes up and the easiest way to do that is to ask all your friends to like your page. While they will be engaging with you regularly and be great advocates for your brand, they might not buy anything from you. You will be spreading your reach through friends of their friends; however it might take time to finally get exposure to your targeted audience who will actually buy from you.
If you are in this position, you need to take steps to change demographics of your fan base.
How do you do that?
There are various ways but the most obvious and quick one is paid Facebook advertising. When creating ads on Facebook you can choose who to target with such precisions as to age, gender, location, interest etc. Facebook Ads (sponsored stories, promoted posts) are one of the most targeted advertising tools online and I guess they supersede any offline ads as well. Incorporate them with your email marketing campaign and you have just created possibly the most targeted audience for your business.
You know that I’m a great advocate of free traffic but you need to start making profit, so you need to change your audience as soon as possible. Setting aside a conservative budged to start with will make these changes faster. And once you are talking to your targeted audience you will see that engagement with your page will increase and so will your profits. The beauty of Facebook Ads is that you are in control of your campaign. If set up right, you will soon start making profit. Once you discover a lead generation formula that works for you, the sky will be your limit.
I know starting with paid advertising on Facebook can be a daunting experience. If you don’t know where to start or if you’ve tried it in the past but it didn’t quite work, we are here to help you.
We can either run you Facebook ad campaigns for you or coach you to create your own ads that perform.
Imagine what a good Facebook lead generation strategy will mean for your business….
Contact us to discuss your strategy