Anonymity is the Enemy of Good Marketing
Knowing who your audience is and has always been the core of good marketing, you can see it in Mad Men when Don is trying to create the conversation and the emotions that the customer experiences when encountering the ad. You know what I’m talking about the “A loving mother is carefully and lovingly ladling out a steaming bowl of beans to her wide eyed blissful children” speech where he paints a picture of what the ideal version of his client’s target audience looks like. In order to deliver this message to a client or to an audience you have to understand who your client is, how old they are, what their interests might be, the things they enjoy and the things they value. While SEO and Google does a fairly great job at tracking interactions on your site, there is still a lot of mathematical inferences that the giant has to make. Sometimes they are terrifyingly accurate but other times they are way off. For example, predicting my non-existent love of Swedish-House Music. With Social Media however you can basically eliminate all of that guess work. By using analytics and insights you can literally know your audience, where they went on vacation, what music and tv shows they like and what kind of content they latch onto. What’s even better, is once you have this data you can create ad’s and content that target those traits specifically.
Facebook Insights and Power Editor
Facebook doesn’t have to deal with the same privacy issues that Google does. Despite some users complaints, Facebook owns every piece of content and identifying piece of information that users post on their platform. The only limit to the information that you can learn about your fans corresponds to the level of self control they have. So if you are trying to market to business owners, CEO’s and Government Officials you may be presented with a substantial however not insurmountable challenge. Now if you are looking to target the mass market, then lucky you! With Facebook Insights and Power Editor you have the ability to not only identify your current target audience, but also target users who are very similar and then you can utilize peer pressure, targeted language, geographic and interest based appeals.
Last week I ran a Facebook contest for two days, and I spent a little over 30 bucks in advert spends. The prize was two tickets for a local event, the value of the tickets (the prize) was enough that the request for engagement as a form of entry was easily swallowed by the audience. After two days and despite social media channels being dominated by a national news event I was able to raise reach for the page by 41,000%.
The page, for what it is, receives “ok” engagement despite a relatively small fan base, during the two days of adds and activity we were able to raise that engagement by 2,214%. The primary goal of this page is to distribute blog posts for the purpose of industry thought leadership, the secondary goal is to help drive the recruitment process. To achieve both goals the main metric that will aid in success is “reach.” It can be either “organic” or “paid” but without developing a strong fan base your options for both types of reach are limited. In just two days we were able to generate fourteen new page likes, which isn’t amazing but thanks to the ad targeting, they were the exact demographic that I wanted to target. The network for the page has now grown by not just the fourteen likes, but by targeting users that were like the users who shared our content most often, we were able to limit the scope of our advert campaigns to a precise target audience, this lead to a decrease in the price per click cost and the acquisition of 14 great new brand ambassadors.
From using the insights provided by this campaign exercise, we gained a better understanding of the content that fans will share vs. like, what are the most common times of day for potential fans to be seeking out our content and what demographic and regional considerations need to specified in advert campaigns. You can learn all of this from Facebook Insights alone, and although it doesn’t have the customization options of Google Analytics, it provides most of the necessary information for you to optimize your campaign efforts. Combining Facebook goal sets with those in Google analytics (which can be helped even more by creating campaign tags) is a great way to gauge how and if your #SocialMarketing fire is actually warming the house or if you’re just burning money.
Power editor is your ad builder. You can simply boost posts with a few clicks from your page, but using that method will leave with only a small sliver of the potential that you can gain with Facebook Adverts. When you “post boost” from your fan page you are presented with a limited scope of options (which expand once you’ve done some work in Power Editor). In power editor you can effectively set your images, preview your ads, and best of all set your targeting parameters and see how it effects the estimated audience. From every podcast and blog I’ve ever listened to or read, it recommends to try and keep your target audience below 250,000. This will get you out of the big boy leagues (i.e. Workopolis, travel sites, etc.) and boost the odds of your ad actually getting in front of potential customers.
Connect to Google Analytics
It’s not enough to see that traffic is coming from Facebook. As a good online marketer one of the most interesting and useful pieces of information you can have is not just what the different sources are that lead people to your site, but how each grouping of traffic’s behaviour differs from the others. Let’s be honest about social media. As good as social marketing can be and it can be quite good, chances are that your product or service will still need a little bit of selling once you get the user on your site. By understanding the paths that each user group takes you can pivot your ads and page content to reflect more of the information that this particular user group searches for once they are on your site. This will aid in click through and micro and macro conversions.
To Be Continued…
If you made it this far I applaud you, I could have gone on for a lot longer, so consider yourself lucky. In the next part of the series we will go over how to use Twitter Analytics, Twitter Cards and Twitter Ads as well as some cool scheduling tricks to keep your feed consistent and fresh.
See you soon!