Facebook allows you to do both demographic and psychographic target marketing to your prospective customers. You can narrow down the field, not only to women aged 35-54, but even tighter if you wish. Let’s talk about women who are approaching fifty years old. That’s a pretty big benchmark. You can choose women who are 47 to 49 years of age, have an interest in Yoga, exercise or organic food, and live within a ten mile radius of your studio. You can then headline your ad with something like:
“Getting (uncomfortably) close to 50?”
And run a constant campaign whereby you are inviting these women to check out your “Reclaim your Youth” Yoga sessions on Tuesday and Thursday evenings. Depending upon your results, you can choose to spend as little as $1.00 a day. I have watched customers get tens of thousands of dollars of new business off campaigns that limited themselves to just $1 a day. That’s because they narrowly targeted their ads to a very precise market, and then delivered to these people exactly what they would want to read.
That’s the power of target marketing in Facebook. Honestly, I just made that whole Yoga thing up off the top of my head. You can do a MUCH better job with your business, regardless of the market you are in, the product you sell, or the way you have to deliver it. You know who comes in your door, and what subjects interest them. Use that knowledge to find more of these people.
But didn’t I say social media wasn’t about advertising? Doesn’t that sound a whole lot like advertising?
Well, yes. But that’s not the point. Sure, we can have ads running on Facebook, but that’s not what you will be spending most of your time creating. Your job is to create content on your OMP, and then post a link to that content on Facebook.
Let’s stay with the Yoga studio example. The owner may have an ad running on Mondays and Wednesdays, inviting people to her Tuesday and Thursday sessions, but during the other days of the week, she might be posting links to articles she has written on her OMP. For example, this week she might write an article on how three students in her Yoga class have been attending every session for the last six months straight. She might include a photo of the class, or just those three members in Sphinx Pose. This is a callout to the community, just like “Nate”, the musician did in our original example of the right way to handle social media. This entire article might take 10 minutes to create and post, and then share the link on Facebook. But the value of something like this is extraordinary. Think about what is communicated in a post like this:
- We are a happy place
- We have long term customers
- We have loyal customers
- We have satisfied customers
- These are women who look just like you
- We celebrate our successes
The implicit message is an invitation to share in that success. The members you pictured in the article will go onto Facebook and share the photo with their friends and family. Suddenly, what was an article on your platform has now reached over a thousand people, without you spending a dime in advertising.
And that’s just one article. The second article in the week should be something that showcases your knowledge about your product or service. If you are a Yoga instructor, perhaps a quick article on increasing flexibility. If you are an insurance agent, an article on the importance of calling your agent before you call the claims department might be a good topic. A chiropractor might talk about how he uses a specific combination of tools and treatments to relieve TMJ in his practice. Regardless of the field you are in, you can find one subject a week to discuss. Even a flooring installer can talk about the different kinds of adhesives that should be used for different kinds of flooring and subsurfaces. It doesn’t matter. All it has to do is showcase your expertise.
And then you post it on your OMP, then post the link to it on Facebook. Don’t expect any great response from this one because people will be sharing it wildly, but you need to put it out there for people to find. Or, more correctly, for you to find people. As with most things you post, it is actually a kind of “bait” to attract people who are exactly in your target audience. If you can get these people, even in low numbers, to go to your OMP, then you have succeeded in bringing them into your online showroom. But now, it’s time to engage them in conversation, even if they never tell you their names.