Finding your customers on Facebook

Finding your customers on Facebook

Finding your customers on Facebook can have tremendous benefits for your business. Facebook is still an undeniably powerful force to be reckoned with when it comes to targeting your customers online. Worldwide Facebook has 1.5 billion active users, and this figure is steadily increasing. In NZ there are 1.9 million active daily users, and on average, Kiwi users are looking at Facebook 14 times a day. It is highly likely you will find your target market there.

customers-on-facebook

Figure 1. Facebook Audience Insights – New Zealanders interested in shirts example

It’s important you know how to use Facebook to truly add value to your brand, and effectively achieve your marketing goals. With recent updates to the Facebook backend, there are now even better ways to target your online customers.

Here are 5 tips on how to effectively implement Facebook within your marketing strategy:

  1. Focus on fans, not likes:

Engaged customers who care and respect your brand are more likely to use your products and services. The focus needs to be on quality not quantity when it comes to obtaining Facebook fans. Obtain a quality fanbase with content that offers value to your target market. Try not to veer away from that in order to get easy likes. Remember: Page likes are not equal to fans 

  1. Track fans from Facebook to your website:

Conversion tracking or audience tracking is an effective way to get quality insights into your website visitors. If someone clicks from your Facebook advert or post to your website you can track their actions on your website using audience tracking. What product pages are they looking at? Are they dropping out at the checkout? Who is purchasing? All of these questions can be answered by demographics and behaviours. Adverts can then be created specifically to target these users. For example, if you sell men’s wear, you could target those who recently purchased shirts with an advert promoting a discount on complementary ties. This is a highly targeted strategy that offers far more value to your customers. Facebook has recently updated their conversion tracking allowing further recording of more unique user actions.

  1. See dollar value impact:

By tracking conversions, businesses can see the exact dollar value impact Facebook advertising is having. If an advert isn’t performing, you can simply run split testing to find the best way to communicate your messaging that leads to more conversions.

  1. Ultilise your hard earned email database:

You can import your email database into the Facebook audience manager and specifically target those of your database who are active on Facebook. This allows you to create offers specifically for your email database who are likely already interested in your business, and of course get them to like your page. It’s just another way to get quality content and offers out to your customer base on top of email marketing, but unlike email campaigns, it provides a two way relationship, where customers can directly engage with your brand.

  1. Discover your audience:

Facebook now offers more in-depth reporting. You can break down advert and post engagement by specific audience demographics and actions. This gives you the opportunity to find out what your fans are like, you can find out what other interests they have, how likely they are to engage with certain content, and even what device (mobile, desktop etc.) they use to visit Facebook and your website. All of this data is extremely helpful in future marketing not just with Facebook, but across all channels.

If managed properly, Facebook advertising can be a powerful tool in your marketing arsenal when reaching your customers online. If you need advice, or are looking to venture into Facebook marketing give us a call on 04 803 3255 for a no obligation chat.

Tom Gowing
Digital Marketing Assistant