"So I have to start with Facebook?" I get that question pretty quickly when I tell something about Facebook marketing. Often followed by a: “And how do I get more likes?” These questions often have the starting point that you as a company have to follow the new trends, otherwise do you miss the boat. In this blog I help you determine the added value of Facebook for your company.
What is Facebook
Facebook is an online social network. You create your own profile and connect with friends and family. You see messages from each other in the timeline. As a marketing tool, it offers companies the opportunity to appeal to their personal interests.
The customer journey across different channels
The contact between your customer and your company consists of different contact moments across different channels: the customer journey. For example, when you book your vacation, you first get inspired by a magazine, you get tips from friends, you search on Google, you compare different websites and you make a booking online. This is confirmed by mail or post. You may receive additional information about the weather, traffic and extra activities in advance. You will also be informed and inspired during your holiday to have an optimal holiday. Afterwards you will receive an invitation to make an assessment, and regular news to stay up to date.
The customer journey differs per product (chewing gum or a holiday), per target group (young people, the elderly) and per interest (lifestyle or try it).
Facebook in the customer journey
So what can Facebook do for you now? That therefore depends on the customer journey that your customers make. How do customers get to you now? Which channels do your customers use? And what do you see competitors doing?
Facebook as a tool is fairly easy to use. But to apply Facebook really smart, you have to look at the big picture. You do this not only from your own company, (which channels suit my company), but also from your customers. Is none of your customers on Facebook? But your potential customers? Do they use Facebook during their customer journey to your product or service?
Yes, those are quite a few questions, I know. Not everyone has an answer to that, and despite the fact that the application of Facebook can vary per company per entrepreneur, I do have the following four general Facebook facts for you:
Four Facebook facts
- 9.2 million Dutch people are on Facebook. So there is a good chance that many of your customers are also on it. We spend more and more time as a consumer. So if you want to be where your customers are, consider Facebook.
- Facebook affects. Do you see many photos of your friends passing by from Florence? Maybe go sometime. Or not. It works like this: your friends and the pages you liked are an online reflection of your social contacts and interests. It is your digital life. Facebook tries to keep you on Facebook as long as possible, so to show you as many nice, interesting and inspiring messages as possible. All those Facebook messages influence you as a consumer.
- Facebook is fun. Say: you don't go on Facebook to get anything. You go to Facebook for entertainment and social contacts. If you want to do something on Facebook as a company, then it must be easily accessible, easily consumable (like!), Entertaining or confirm your identity. (lifestyle).
- Facebook is free .... But it does take time. Don't have time? Then you can either hire someone (expensive and takes time), or you add it (no focus so poor quality), or you still make time free (takes effort and time). It's simple. Of the following three wishes, you can always enter only two: fast, cheap and good. If you want to do it well, it will cost you time or money.
How does Facebook work?
Facebook is a company. It offers a free service for which you as a consumer pay with your privacy data on which you get to see personal advertisements. That is a ratio between costs and quality. If Facebook does nasty things with your personal information, more and more people are leaving Facebook. Facebook does not want that, so they always try to stay within the lines. The more time you spend on Facebook, the more ads you get to see, the more money Facebook makes.
So you want to keep Facebook on Facebook as long as possible. For this, all messages and interaction must be as relevant as possible. As a user, Facebook can show you 1300 messages every day: you have so many friends and you like so many Facebook pages. Just think about it: it just grows. When are you ever going to delete friends or open pages? Facebook already does that for you. He chooses an average of 300 messages to show you in one day. So those are 1000 messages that Facebook does not find interesting for you. Because you never liked messages from that person, or never responded to messages from that page. This is called the Facebook Edgerank: the logarithm with which Facebook determines what is shown on your Facebook timeline.
Facebook for companies
If you keep a Facebook page, your Facebook message will be shown to just under 16 percent of your fans. So a page with 100 likes reaches 16 fans. That's you organic range. That used to be 100 percent and that is unfortunately decreasing every year. A like is increasingly worth less. A page with a lot of likes (100k) has a lower organic range.
When there is interaction on your Facebook message, your reach grows. That extra range is called viral range. Interaction in the form of likes, clicks, responses and sharing all works. With viral reach, your message also reaches friends of your fans. So the final reach can grow beyond your number of fans.
Advertising on Facebook ensures paid range. This is how Facebook earns its money. Facebook offers a bizarre amount of opportunities to target your ads to your target audience.
With marketing you want as much effect as possible at the lowest possible costs and efforts. On Facebook, this translates into ensuring a lot of interaction, so that you get a lot of viral reach, and don't have to bet on Facebook ads or not.
But reach is not yet equal to turnover. It is about what Facebook does in the customer journey of your customers. The buying process is another name for the customer journey. This consists of: awareness, interest, purchase and service. Facebook can add value at any time during the buying process, for example:
- Addressing new people (awareness)
- Keeping in touch with your target group (interest).
- Encourage shopping visits through promotions (purchase)
- Answering customer questions and helping to make better use of the products (service)
Now I view Facebook primarily as a promotional tool. But Facebook can also be part of your product or service.
Facebook as a product
Facebook has become an important communication channel for an NS: stranded travelers expect up-to-date information. The AH inspires on Facebook with new recipes. And a Libelle gives fun facts and tips ... just like they do in their paid magazine. In this way Facebook has become part of the total product. Facebook is used to make the lives of customers easier and more enjoyable.
A step back: Today's consumers are more digital: so consumption and products are also becoming more digital. Do your customers pay for information, such as at a travel agency? Then your customers look for that more and more online. If they don't find it with you, then elsewhere online, and often for free. That is why you distinguish yourself as a company less and less on physical product level and more on (online) service level. And Facebook is increasingly becoming a part of that.
That is a question that you must complete for your own company. There are enough reasons to start on Facebook, but whether it actually works depends on how you approach it. The most important question is: does my customer expect me on Facebook? What do I make his or her life better with?
Source image: The Art of Facebook, by mkhmarketing.wordpress.com
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