Facebook was once little more than a junkpile of pointless memes, poorly framed selfies and needy updates from your attention-starved friends. Okay, so if your feed’s anything like mine, Facebook is definitely still home to all those things, but it has also evolved to become one of – if not the – most powerful digital marketing tool for New Zealand businesses.
Regardless of which industry your company operates in, there are very real benefits to leveraging the power of the most popular social media platform on the planet. Here are three of the most important:
Highly targeted audiences
With almost 2 billion users (and 2.5 million users in New Zealand alone), there’s no denying Facebook’s potential for getting eyeballs onto your brand. However, while these figures are impressive in their own right, I think it’s important to note that the real power of Facebook advertising lies in its ability to segment audiences right down to the nitty gritty – and I do mean nitty gritty!
For example, Facebook advertising enables you to target your campaigns by:
- Location: Ensure your messages are reaching relevant markets by targeting your audience by country, city and post code. You can also choose to exclude certain locations.
- Demographic: Further refine your audience by age, gender, relationship status, education, career and income.
- Interests: This is where Facebook advertising really starts to get good. Define your ideal audience according to their hobbies, interests and pages they engage with on Facebook.
- Behaviours: Get a more complete picture of your customers by diving deep into their buying habits, travel preferences and more.
These segmenting options allow you to really drill into your market base and create tailored campaigns that are targeted towards a very, very specific audience. For instance, a jewellery company could target Auckland women aged 18-54 who are in a relationship, earn $40,000-$100,000, have an interest in beauty and fashion, and have recently shopped for fine jewellery. When executed correctly, this type of highly targeted advertising can drastically boost your chances of conversion.
Enhanced brand influence
Social media has democratised marketing in many ways. In years gone by, building strong brand influence was often only possible with million dollar marketing budgets, but thanks to Facebook and other social channels, businesses big and small can now cultivate long-lasting, meaningful relationships with their audiences.
Well, Facebook advertising removes many of the layers of traditional marketing, allowing you to connect with customers in a way that is transparent, honest and human. With some strategic planning and a healthy dose of empathy, Facebook advertising allows you to establish your company not only as a thought leader in your niche, but as a brand that customers actually like and want to engage with.
In this regard, Facebook advertising is less about cramming your product down people’s throats and more about fostering trust and loyalty through honest communication.
Visual nature creates demand
Humans are highly visual creatures, and few things resonate with our sense of desire as much as a well-placed image or video. Consequently, visual content is very much the name of the game in the modern marketing world. In fact, 95 percent of marketers say their visual content is at least twice as effective as their text content, while almost 1 in 10 report it be 10 times more effective, according to figures collated by Chute and Digiday.
Simply put, bang for buck, there is no better platform for your visual content than Facebook. More than 350 million images are uploaded to Facebook daily, while 100 million hours of video are watched every single day.
How can you get in on the visual action?
- Images: Create demand and strengthen your company’s brand. Image carousels can be used to showcase new products, while infographics are an effective way of condensing data-heavy reports into easily digestible tidbits.
- Videos: Take your storytelling to the next level. Educate your audience with how-tos and demonstration videos, create excitement for new products or take your customers behind the scenes. Facebook’s algorithms tend to favour video content, so a well crafted video can have excellent results.
- Live videos: Candid and spontaneous, Facebook Live gives customers a transparent window into your business that can further build trust.
I’ve worked with a number of Kiwi businesses across a variety of niches, all of which have seen fantastic results from Facebook advertising. Get in touch today to discuss how targeted Facebook advertising could work for your business.