It has ultimately been determined that Facebook is an excellent way for companies to communicate with their audience. Facebook hosts a wide range of users—people of all different ages, genders, and races. Facebook’s Connectivity Lab has been working to improve internet connectivity for people in remote locations, increasing Facebook’s audience even more.
The Facebook team is trying to find places with high populations where people live close enough to offer Wi-Fi hotspots. Mobile devices are the only way to connect online for the majority of the developing world, and the cost of providing mobile services is two to three times more expensive in rural areas than in cities. To appeal to areas where the mobile services are more prominent, Facebook has launched text and banner ads that work well on low-tech phones in developing countries. Connectivity is very important for reaching audiences from all over the world on one site, rather than spending the extra money to find and distribute the marketing messages to those across seas. Not only does connectivity have to do with people from all over using the internet, but it is also the idea that we are constantly connected to the internet and all the technology around us. Companies can build connectivity on Facebook, making it as easy as possible for the consumer to make a purchase.
The increase in connectivity has also lead to an increase in user-generated content, which normally receives the most engagement online. Audiences on social media relate and appeal well to content posted by users they know. This content created by the audience has helped create a lot of brand conversations on Facebook. Research shows that social media audiences consume more than five hours of user-generated content per day. Campaigns with this content have twenty-percent more influence on their purchase decisions in comparison to any other type of promotion. In Facebook’s 2016 updated news feed algorithm, emphasis was placed on content from friends and family, meaning the successful user-generated content was placed right on top. Therefore, marketers on Facebook should encourage their customer to create user-generated content about their brand, rather than the company producing content. If successful, this method could save the company a ton of money. Facebook is an excellent platform for creating conversation amongst an audience, and can help encourage the production of user-generated promoting a company.
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.
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.