This blog post originally appeared on the Signature Social Marketing Consulting blog by Alex Cameron.
Do you wish you had access to Facebook’s team of engineers, marketers, and product designers? How much would you pay to learn their secrets? Facebook is the world’s largest social media platform with over 1.49 billion monthly active users, and lucky for you, I recently attended a fantastic digital marketing event hosted by Facebook called Boost Your Business.
Facebook’s team of experts spoke to small business owners about how to increase their in-store and online sales using Facebook’s newest digital marketing features. Since this a rare opportunity, I wrote down as many insights from the event as possible to share with my fellow marketers. community. Here are the five marketing secrets I learned straight from the mouths of the Facebook executives.
1. TELL YOUR AUTHENTIC STORY
Be your real self when representing your brand or business on social media. Remember you are competing for space between someone’s mother and best friend. That is valuable real estate when it comes to grabbing a user’s attention! People want to see the human side of your brand so do not be afraid to be vulnerable with your audience. Nobody wants to engage with content that looks like a robot wrote it!
2. IT’S EASY TO GET STARTED
You don’t need a six-figure budget to be successful on social media. As a small business owner, I can speak to that truth. When building your audience in the beginning, start with your friends and family to help you spread the word about your social media presence. These people are your greatest advocates and can help you raise brand awareness.
3. REACH THE PEOPLE THAT MATTER TO YOU
Targeting is key on social media; you want to make sure you are reaching the people that matter most to you and your brand. It is no secret you have to pay to play on Facebook today, especially since only 5-10% of your audience see your organic content (content that you did not pay to reach your audience). Fortunately, Facebook provides the most advanced targeting tools of all the social advertising platforms which brings us to the next lesson…
4. USE ADVANCED TARGETING FEATURES
Facebook can help you reach the audience you want with a click of a button. I am a big fan of their Lookalike Audience feature. According to Facebook, Lookalike Audiences are a way to reach new people who are likely to be interested in your business because they’re similar to customers you care about. You can choose to create a Lookalike Audience that targets people who are similar to one of your Custom Audience lists such as email subscribers or website visitors.
5. MEASURE YOUR RESULTS
This lesson seems obvious, but there are still many brands and businesses that are not spending enough time analyzing their campaigns on social media. A prerequisite to this analysis is creating a clear goal for your social media campaign. For example, if you are trying to increase your email subscribers, you better add a conversion pixel to your landing page to track how many people signed up to your email list. With Facebook advertising, you can create a conversion pixel to add to your website to track online conversions from your ads.