December 19, 2014

Social Media Strategy: How to Break Through to New Fans



By Lewis J.

We’ve already explored how to engage with your current customers on Facebook and Twitter, but what if you are a new business searching for your first customers, or an established business that wants to expand its client base? Fortunately, Facebook and Twitter can help you with that too. Using information gathered from their social media databases, they can create targeted advertisements aimed at millions of potential customers.

Facebook


Facebook ads are one of the most powerful advertising tools on the planet, even when users don’t click on the ads and make a purchase. That’s because their purpose is to raise awareness of a product or service the way that television does. This is known as “demand generation advertising,” and Facebook does it better than anyone. They allow you to tailor the audience for your advertisements by city, age, gender, relationship status, education, income, hobbies, and interests. Keep in mind that Facebook ads are not free. The more people you want to reach, the more it will cost.

Facebook ads have a simple layout, which makes them accessible and easy to create. They include your business’ name at the top, a few lines of text describing your business, an image or video, and a call to action button at the bottom. The call to action button invites users to interact with your ad and is customizable, depending your ad’s objective. Do you want people to like your Facebook page, visit your website, download an app, or maybe view a video? You can select the appropriate call to action button and encourage them to do so. Facebook ads also display social information, so the viewer can see which of their Facebook friends have already connected with your business, which in turn encourages them to connect as well.


Twitter


Twitter ads appear at the top of a user’s timeline or in relevant search results and can be shared, favorited, and retweeted just like normal tweets. Like Facebook, these ads target users based on location, age, and gender, though they will only appear in a user’s timeline if Twitter believes that the ad will be of interest to the user based on who they follow and the types of tweets that they favorite or retweet.

Businesses on Twitter are entirely responsible for the content of their ads. Twitter just provides the audience. However, the site does provide tools that allow you to analyze and track the effectiveness of your ads in real time, so you can adjust your ads accordingly. Keep in mind that the best Tweets are clever, relevant, and have strong visual content. 

Twitter ads are also flexible. Like Facebook, they can be used for demand generation, but they’re also a great way to advertise sales, promote giveaways, or offer discounts. Tweets are better fresh, so if you’re trying to build excitement for your business, you’ll have to post often.

That’s it for Facebook and Twitter. Next week we’ll be looking at how to promote your business using LinkedIn.

Have any questions about Facebook and Twitter? Let us know in the comments!

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