Facebook Advertising for your business

Looking for another channel to market your company online? You might want to consider using one of the many new community sites or “social media networks”, like Facebook, to target potential customers.

Social media networks or SMN’s have huge market reach and not just in younger demographics: research over the last two years has shown that the majority of users of SMN’s are over 25. The figures vary across the networks, but it is now estimated that only about one third of Facebook users are under 25 years old. In the UK, SAGA recently set up SAGAZone, a dedicated SMN site specifically for the over 50′s.

These sites are increasingly looking to introduce revenue schemes like marketing programmes. In theory, because of the profile information held about site users, marketing can be very closely targeted to user preferences which should make for more effective campaigns.

Facebook already allows companies to set up a company page, and form connections with “friends’”.

It has recently begun to offer paid advertising on a limited basis through the Facebook Social Ads programme. This extends advert targeting so that companies can be more selective about their target customer profile. A Cost Per Click pricing option is introduced, as well as the CPM (cost per impression) model that currently operates. Products can also be featured and customers who love these products can become “fans” – their comments can be used to endorse the product alongside your advert.

Further facilities for the Social Ads programme are being planned, and it is claimed that these will include options like a storefront and registration interfaces.

All of these developments should enable marketers to take advantage of new market reach and create effective and targeted advertising. User reviews and recommendations are seen as a powerful marketing tool. However, not all comments could be positive and it’s not yet clear what will happen to negative reviews or comments, which many large corporations are likely to attract.

If you would like advice in choosing the right SMN to market your business, or help with setting up your SMN programme, contact the Web Marketing Workshop now.

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