Arguably one of the most powerful and influential social media channels, Facebook will undoubtedly continue to play a huge role for brands wanting to target a specific sector, partly due to the wealth of insights available, and also due to the highly targeted advertising options available.
With over 1 billion active users currently on Facebook, the potential reach for businesses can be high. While Facebook can be used for business to business communications, it is particularly useful for companies wishing to target consumers directly, as many are active on the site. Facebook offers the opportunity to target consumers by gender, location and even interests, allowing for a very specific campaign reach.
Just two of the brands wanting to take advantage of the marketing opportunities Facebook offers are Bury St Edmunds Audi, and Jeremy Hoye jewellers, who approached PRG to create engaging Facebook campaigns which would expand their reach, and encourage interaction with existing and potential customers.
Both brands wanted to build their page likes in order to generate brand awareness, as well as target consumers in their home towns, and the surrounding areas. Facebook advertising campaigns can also work particularly well to target consumers online in the lead up to large national events such as Christmas or Easter, allowing for a relatively low expenditure and adverts tailor made to user specifications.
PRG has utilised a number of Facebook advertising objectives to help businesses meet their goals, including driving visitors to company websites, increasing page ‘ likes’ to generate brand awareness, and expanding reach to target potential new customers.
With a range of budgeting and campaign length options available, Facebook advertising offers a measurable way to target existing and new customers. Posts appear in users’ feeds alongside content from their Facebook ‘friends’ meaning they appear trustworthy.
While users may unsubscribe from email marketing lists, and emails may be sent to those unlikely to purchase, Facebook advertising allows brands to target consumers during their leisure time and to ensure money is not wasted on targeting those who are unlikely to convert to leads.