Social media is now an essential and necessary part of a sound business promotion. But what is the best way to use the media to efficiently reach a target audience and make a significant marketing impact while not getting lost in the jungle of constant advertising on sites such as Tweeter, Facebook and LinkedIn?
Piotr Chmielewski, an advisor and trainer who specializes in optimizing commercial actions in social media, runs his own marketing-advertising agency, Social Media Now. Piotr advises clients how to effectively use social media, and his agency was singled out by Facebook as one of the companies whose postings presents the most interesting case studies from around the world. He belongs to the largest Polish-speaking community of people – currently at more than 83,000 worldwide – interested in and using social media.
An advert in Google browser or on Facebook?
Google certainly has superiority over Facebook when someone is looking for a product through the browser. These searches reveal a user’s interests and possible needs, but they are not the best solution for a company wanting to advertise and get their products noticed. In addition, there could be too few people who pull up information about a company through a broad search and it is likely dozens of products from the competition will also pop up in the search, making it that much harder for a consumer to choose. Initiating and closing sales this way is unpredictable and random – essentially a hit and miss effort.
The advantage of Facebook and other social media over browser searches is the possibility to reach people who may not be looking for a specific company or product but who could be interested and would benefit from what a company is offering. This can be accomplished by gathering consumer data that is available online to learn about them – what websites they like, what they were talking about recently, where they work, what they are interested in, and so on.
Which social media to choose?
Social Media Now utilizes several online media depending on the type of business or product being offered. For some companies, the visual form, like Instragram or Pintrest, will be more effective for sales, and in others, creating interesting videos and presenting it on sites like YouTube will be a better approach. And occasionally Twitter or LinkedIn will work. Regardless the branch of business, however, the most valuable placements are on Facebook.
The best advantage of Facebook is that one can chat, comment, and communicate to a wide network of people all at once for free. Literally millions and millions of people worldwide use Facebook daily to keep in touch with friends and to spread the word about their own interests. It is an excellent opportunity for advertisers to reach those who were recently active on a company website – perhaps they liked posts or photos, made comments or clicked on certain links. And the cost to run an ad on Facebook is relatively low; it is a profitable investment for a message that will reach a much wider audience who has been culled from a focused target group.
Facebook activity is also quite well-measured, so a cost-effective campaign aimed at directing people to a particular website is fairly easy to verify with skilled guidance. Social Media Now can assess the target groups that respond and are interested in a website and its services or products. They will then use that information to make informed suggestions about which advertising direction would be best. But even a brilliant campaign will fall flat if the offer itself does not catch audience interest.
Before starting an advertising adventure with Facebook, it helps to look at the campaigns already present there and on other social media to see the different approaches and styles in the world of social media promotion. Social Media Now will collaborate with a client to create and develop exciting, eye-catching and successful ads that will increase visibility and generate sales. Follow them on Facebook at: www.facebook.com/agencja.SocialMediaNow.