When it comes to advertising in the past, larger, national companies have always had the advantage over smaller, local businesses. This is not the case today. Facebook allows local stores and businesses to thrive, and provides them with numerous marketing tools. The “Business Page,” for example, gives local businesses a shot at putting their foot in the door of social media marketing.
In short, a Business Page is a profile made specifically for businesses. It that grants them the ability to market their products and brands, reach out to current and prospective customers, send out promotions, and is also a place where many public relations functions happen. The Business Page is a great way for local companies to get started, but how can they really dig deep and find marketing success on Facebook? The answer is Facebook Advertising API. This is a marketing function provided by Facebook that allows companies to manage their audiences and ads, and gain insight on them. Using Walmart as an example, a small business can use the API tool and Facebook Insights to gain awareness of the characteristics of Walmart’s current customers, and reach out to audiences similar to theirs. And with approximately 1.86 billion
active monthly users on Facebook, that could potentially be a lot of consumers. Essentially, Facebook lets local businesses use large corporation’s data against them.
It is one thing to read about how a small business can be successful on Facebook, but it is another to actually hear a real company’s prosperous marketing story. Cupcakin’ Bake Shop, a cupcake shop located in Berkeley, California, wanted to reach a high number of local audiences and increase their sales. By using promotions on their Facebook Business Page and Facebook marketing tools called “Lookalike Audiences” and “Core Audiences,” Cupcakin’ Bake Shop was able to increase their foot and website traffic while also saving a lot of money. Lookalike Audiences and Core Audiences allow businesses to connect with markets that are interested in their brand. This store is just one of many stores that have experienced successful marketing campaigns via Facebook.
Today, local businesses are flocking to social media to advertise and market products. With the use of the abundant devices offered by Facebook for advertising, these small companies can now hold their own in today’s busy, mobile society.
In 2016, Advertising Age named Netflix the top marketer of the year. This was achieved, in part, by Netflix’s large use of Facebook as an advertising outlet. Facebook allows for Netflix to market new TV shows and generate buzz about popular shows through a company Facebook Page, user generated content, Facebook video ads, and “trending”. There are a total of about 49.43 Netflix users Netflix users in the United States. Those subscribers are utilizing Facebook to discuss the shows they are watching, therefore helping Netflix advertise.
One of the most important features of Facebook advertising is that users can discuss topics with one another, which results in a “trend” in conversation, like a digital Word of Mouth. Trending helps bring certain pieces of conversation to the table and creates a buzz across social media. One of the strongest players in Netflix’s marketing game is that viewers who also have accounts on Facebook are discussing shows they have watched or that are about to be released. This allows Netflix to be advertised by their viewers and boost the number of subscribers to their service.
Netflix doesn’t leave the marketing all up to their consumers. Netflix maintains a Facebook page where the company posts updates and about new releases. One of the most successful aspects of Netflix’s advertising is their sharing of digital content. The company has been known for creating GIFs, videos, memes, and using popular “internet humor” that their consumers can relate to. Facebook users can create their own content to share on their Facebook page about their favorite shows on the Netflix. These posts can then be shared by other Facebook users, furthering the advertising for Netflix. This advertising technique utilizes Facebook’s video aspects and ways of targeting consumers to appeal to a company’s audience.
Facebook not only allows Netflix to connect with its consumers, but also for consumers to connect with each other. This builds a strong bond over the company and allows for Netflix users to be creative with their love for the brand.
Advertising has had to adapt to the dramatic change created by new media—prominently social media. Customers today are smarter than ever and they are able to recognize advertisements and sponsored videos/events. When consumers recognize blatant advertising they are prone to blocking it out. Therefore, brands need to come up with more entertaining and creative means of advertising. Brands recognize that their customers spend a lot of time on social media, therefore the best way to connect is to join the creative channel. Brands try to tailor to the individual, and they use the help of Facebook to communicate with their target audience.
Large brands use Facebook’s principle of relevance by connecting themselves with the consumers that are a part of their target audience. Now, the most important part is not just to get “likes” from the Facebook community, but to engage with the people who liked them. Brands pay Facebook to show their posts to their target audience, and using a regular Facebook user’s search history, they are able to see if the brand’s ad would be able to catch the attention of the user.
For example, Coca-Cola, one of the most recognizable brands, uses Facebook to advertise. Coca-Cola is home to 20 billion dollar brands such as Sprite, Fanta, and Diet Coke. On Coca-Cola’s main Facebook page they have 93 million fans. However, Coca-Cola differs from other brands, they do not post many day-to-day updates. Other brands post just about daily on their pages. This is mainly because Coca-Cola’s marketing strategy is not aimed at encouraging people to visit its shops, as there are none, but rather maintaining a positive brand image and raising awareness of new campaigns such as the “Share a Coke” campaign, which encouraged consumers to buy a physical coke to share with a friend and also sharing their story online. In addition to its main page, Coca-Cola also has several other pages each dedicated to their own product (like Sprite, Fanta, etc.). These Facebook pages also allow the brand to communicate with its customers, and it make’s everything seem more personal and intimate.
Facebook is extremely helpful to Coca-Cola because they are able to achieve an international reach. Coca-Cola exports to 200 countries, and 50% of its sales are from countries outside the US. For example, through Facebook, Coca-Cola was able to focus on consumer’s in India, a country that drinks mostly tea and coffee. Coca-Cola was successfully able to convince consumer’s that Coke was the best drink for the summer. Using Audience Insights on Facebook, Coca-Cola was able to spot out its target audience in India using demographic and geographic date. Coca-Cola targeted men and woman aged 16-30 in 7 states in India. Overall, Facebook is able to provide international insight for large brands like Coca-Cola.
For up and coming small businesses, it can be difficult to get their name out to the world. With the use of Facebook, there are huge opportunities for small businesses to become bigger and better, such as making their own Facebook page. In order for that page to become successful, they would have to post useful information to their target market daily. It is key for small businesses to create a content calendar so they can stay on top of their postings and making sure they are found valuable by the viewers. Facebook is a great marketing option for small businesses to make connections.
For small businesses, it is always important to be on the lookout for unique ways to get your brand recognized. Facebook partnered with American Express to host a contest for small businesses to compete in. This contest provides a great opening for companies to connect with consumers through Facebook, and come up with strategies to potentially help their business succeed. Another reason this form of advertising is beneficial is that you are able to see what other small business are doing to stand out and build off each other with ideas. Facebook and American Express gave incentive to the winners by giving a cash prize to put towards marketing on social media. Small business owners are given the chance to build relationships with consumers with the social media platform, Facebook.
There are so many small business owners that want their company to stand out amongst the rest. To be on the right path they should make sure their website is online, such as a Facebook page, be easy-to-access mobile. People nowadays do the majority of things, like research on their phone, in a timely manner. These companies want to make sure everything is easily accessible so their viewers will not leave their page confused and dissatisfied. Another way brands become successful is by looking at who viewed the ads, and where they were viewed. Establishing a sense of community with your business will uphold lasting relationships and potentially loyal customers.
Being one of the largest social media platforms in the world, Facebook strives to see that everyone enjoys their time on the website. This includes companies who want to market their goods and services. Facebook provides numerous mechanisms for advertising like the sponsored page and carousel ads, which scroll horizontally across the page, that give them space to display their products. But with today’s fast-paced society, these media are a little outdated.
Messenger could possibly be the solution to revamp Facebook’s advertising game. It is a mobile app, so it is most useful on smartphones, and is a unique new way for advertising. Right now, the app operates as a pull marketer. This means that prospective customers message the business they are interested in buying from, and ask questions or leave comments. Soon enough, it will evolve into a push marketer. This would allow businesses to send notifications, like coupons and new product shipment messages to loyal consumers. One thing that many users dislike is being too bombarded with ads that invade on their personal space, so what about privacy in all of this planning? Advertising on Messenger does not mean that ads will show up in users’ conversations. The last thing Facebook wants to do is encroach on privacy, so they are trying their best to keep it as simple as possible.
Currently, there are test groups in Thailand and Australia who will be studied to see if this advertising approach is a go or not. What are the benefits of this new form of advertising? For starters, it is an interactive form of advertising. Allowing consumers to direct message companies and ask questions about products lets a relationship form, which is fantastic for both businesses and customers. Also, this is an opportunity for companies to expand their way of advertising in a fresh, contemporary manner. Considering that 80% of Facebook’s total advertising revenue in 2015 was from mobile advertising proves that allowing companies to market on Messenger is the best possible move on Facebook’s part.
Facebook wants marketers to succeed. The social media site contains several tools to help marketers reach consumers, and one very helpful tool the site offers is its Facebook Business Page. The general information that a marketer needs can be found by simply visiting the Facebook Business site.
On the website, Facebook has a simple and easy-to-navigate display of the aspects of Facebook advertising. The site breaks down its information in three categories: Marketing Goals, Pages, and Ads. This allows marketers to read up on how they can reach their audiences and decide what element of Facebook’s advertising is best for them. The Marketing Goals section gives advertisers specific information about what they want to achieve through Facebook’s advertising offers. It explains how marketers can find their target markets, be discovered, and build customer loyalty. Facebook’s business site also points out the vast number of consumers who are using Facebook on a mobile device and will receive the messages.
Facebook Business provides much information on their advertising formats and placements. Advertisements can be in the form of videos, company pages, photos, slideshows, and more. Then these ads can either be placed in a consumer’s news feed or in the right column to the side of the feed. The advertising portion of the Facebook Business website gives information regarding pricing, choosing your target audience, and even advertising tips. While those are the direct forms of advertising that marketers can put out, Facebook also lets marketers know that their ads can reach even more consumers. Facebook, a community of connections, allows friends of consumers to be reached through a “Like” or “Share”. What may be the greatest aspect of advertising through this social media is that if you place a great ad, your consumers can help your message be passed along even further to their friends.
Facebook’s business site is one of the most beneficial resources for marketers. The easy break down and explanation of goals, where their ads will be placed, and how consumers will receive ads can help even the newest of marketers to succeed.
Rather than just cramming more ads onto the site, an act known as “ad load”, Facebook has decided to focus on perfecting the art of advertising through video. They believe that the more viewers want to watch videos on Facebook, the more willing they will be to sit through an ad. Since the increase of videos, users have been proven to spend more time on the site.
Facebook has been working to sell space to marketers by creating many different options in selling video advertising spots. First of all, advertisers are able to purchase through “sound-on” buying, meaning they have the option to only pay when the video plays sound. Facebook videos typically show up on mute and automatically plays, but if the advertiser chooses, they are only charged if the viewer plays sound. A large part of this stems from the pressure from Snapchat, where advertisements have volume on 70% of the time. Another option for advertisers is “completed-view” buying, meaning the advertiser only pays when the viewer gets to the end of the video. Many advertisers choose this because they do not think an ad makes a completely valuable impression unless watched fully. Facebook also plans to show marketers how long people watched down to the millisecond in addition to how many people watched.
Facebook will also display the number of milliseconds where half of the ad was on the screen as well as the amount of time the whole ad was on the screen in two different categories to provide more accurate data. In addition to the other buying options, there is also “two-second” buying, which means 50% of an ad’s pixels are in view for two continuous seconds or longer.
Facebook videos are also able to target specific demographics better than other sites, and is continuing to improve. A huge amount of growth was shown in 2015, when the amount of video in the news feed increased by 3.6 times—and more than half of daily U.S. visitors watch at least one video per day according to the company. Overall, Facebook is trying to improve video targeting to ensure that the right users see the right ads.
Facebook’s location tool has more power than you think. Since this tool is able to follow the consumers every move, advertisers got on board. Basically, advertisers have been studying what the consumers are looking at. If they put out an ad on Facebook, they are able to go back and see who exactly viewed it. Advertisers can measure success by seeing what types of viewers they have, and especially where they are. Knowing the consumer’s location is important because they can plan their ads accordingly.
Facebook has given marketers the privilege of the location tool to access and utilize. The location tool has been put to use in a way that reaches out to consumers. By tracking location through Facebook, advertisers can have their ads pop up on consumer’s feeds if they are in close distance to their actual store. By simply walking past a store, advertisers can access a consumer’s location and shoot them an ad for that exact store. To measure how successful this is, marketers can go back and see how many people viewed the ad, and then proceeded to go into the actual store to make a purchase. They are using this tool to reach the everyday mobile consumer with a persuasive ad to go in their stores.
Many consumers might not realize that their iPhone’s GPS is accessed through Facebook to pinpoint their location. The more places people go, the more information will be sent from the maps to Facebook. Advertisers benefit from this, because whether they are on Facebook or not, they are still able to track where people are through the app.