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.
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.