Social media marketing is super powerful if you know how to do it. If not, you can shoot yourself in the foot with it.
People go to social media to socialize – that’s exactly what it’s for. The one really obvious exception is LinkedIn, which is designed for professionals to network for business reasons. But YouTube and Facebook, as well as many of the others, were designed for entertainment and for sharing with friends.
Let’s say you could advertise on a sales site such as Amazon.com. People go to Amazon to buy stuff. It’s designed to sell things. And if you were to advertise there, it wouldn’t shock or offend anybody to see something for sale there.
People go to Facebook to see what their friends are doing. If you have an ad running on Facebook, it better add value to the people who are going to see it, or they can actually vote you down and ruin your credibility as a business owner. At the very least, it can make Facebook jack up your cost of advertising because you ran careless ads that turned people off.
On the other hand, there are people whose ads have been so clever and appealing that people shared them until the ads went viral. That’s what I call effective advertising! Your product or service gets exposed to masses of people for free.
Here are a couple of tips to help you with your marketing on Facebook or other social media.
- Know Your Target Market
You should have an avatar constructed before you do any advertising. In fact, creating an avatar, also known as an ideal customer, is one of the most important facets of building any business and is one of the first things you should do.
For example, if you’re selling cosmetics, it’s pretty obvious that your target market is women. But exactly what kind of woman? What is her age? Where does she live, and what’s her ethnic or cultural background? What is her income range? What’s her chief beauty problem? How much is her current budget for cosmetics, and what is her beauty goal?
Doing this kind of planning can help you enormously with creating your ads. Your pictures should appeal to the age range and income of the person you are seeking to help with your products. Your verbiage should speak to your avatar.
Many people go so far as to draw a picture of their avatar, give it a name, and hang the picture on the wall. This helps you focus your attention on your ideal customer.
- Target Your Ads
When you place an ad, you can often specify preferences for targeting your market. For example, in Facebook’s Ad Manager or Power Manager, you can specify the gender, age, region, and interests of your ideal customer. What kinds of things do your ideal customers like? Do they like to watch Real Housewives? Are there certain stars who are really popular with them? You can tell Facebook what they’re interested in.
When you supply this information to Facebook, then Facebook will only show your ads to people who meet your criteria! This is life-changing leverage.
Imagine a billboard on a roadside hawking cosmetics. You pay a lot so that everybody sees it, even 67-year-old men who are obviously never going to buy cosmetics.
In short, social media marketing demands that your ad be fun, informative, or helpful to the people who see it. If you show your ad to an inappropriate audience, they can vote your ad down and cause problems for you.
As always, I’m here to help you become more profitable in your online business. Please feel free to reach out to me privately here, comment below, or check out the best-selling 21-step program to getting a business up, running, and profitable here.