Social Media Marketing Custom Audience Targeting: Be Where They Are​

For most businesses, a strong social media presence is an essential extension of the company’s brand.  Social media provides a direct link to active, responsive, outspoken customers who’s comments can have a profound impact on how other customers and potential customers view that brand.  Surprisingly, many companies leave this critical work in the hands of inexperienced staff who are used to social media from a purely personal perspective, resulting in fragmented posts that are misaligned with the brand and the intended message.  This can hurt the business and turn away potential customers.  We specialize in strategic planning, creative design, content creation and implementation of integrated social media campaigns for all major platforms including Facebook, Instagram and Twitter.

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Whether you’re selling blenders, hairdos or Ferrari fenders, social media is increasingly where your customers live, breathe and interact with others during their day.  If you don’t have a list-building presence on this platform, you’re missing out!

But my customers are too:

  • Old
  • Sophisticated
  • Smart
  • Young
  • Other

Don’t kid yourselfthere’s about a 70% chance that your customers are on Facebook.

 

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They're probably watching a video of a cat right now.

There are 2 basic flavors of social media:

Organic social media is “free”.  This is mostly what you see out there on Facebook and Instagram.  It’s grandma looking at pics of the kids, that fancy dinner you made last night, the rainbow this morning and, of course, lots of cats.

It’s what you’re doing when you share or create a post on either your personal profile or business page.  Posting content (and the subsequent engagement with customers) offers you a rich opportunity for company-customer interaction.

Facebook is still king of social media-land so we almost always recommend starting there but there are other platforms you might consider as well, including Instagram, YouTube, Twitter, LinkedIn, Pinterest and many more.  Each additional platform you employ to promote your business is an additional thing that you need to manage.  Best practice is to post original content (not just share other’s posts) about 4 times a week.  This can quickly get to be a confusing, frustrating and time consuming task for a business owner or manager…which means it ain’t free…

Surprisingly, many companies leave this critical work in the hands of inexperienced staff who approach social media from a purely personal perspective.  This results in fragmented posts with mixed messaging that are misaligned with the brand.  This can hurt the business and turn away potential customers.  We specialize in strategic planning, creative design, content creation and implementation of integrated social media campaigns for all major platforms including Facebook, Instagram and Twitter.  These processes include developing calendar schedules, scheduling posts, responding appropriately to customer feedback.  We also track key metrics and provide analysis of the effectiveness of the strategy.  Check out The Cookie Corner for a real-world example of what we can do for your organic social media.

Paid social media is a form of digital advertising.

You might be thinking “why pay when I can do this organically for free”?

The answer, at least in the case of Facebook/Instagram, is that algorithm changes over the past few years have reduced the organic reach of business pages.  That means that they’ve reduced the number of people who ever get to see your posts.  Why?  Because it increases their advertising revenue.  They are a business, after all.

The reality of organic reach, or the lack thereof, has made paid advertising more of a necessity for a business to achieve success on social media.  Facebook/Instagram provides comparatively cost-effective digital advertising to a highly segmentable/targetable audience and an opportunity to significantly expand the audience beyond organic reach.  Alternatively, social media can be used to great effect through remarketing (serving ads to people who have visited your website or page without making a purchase, filling out a form or whatever it is you want them to do).

Like Googlemanaging a Facebook Business Page and Ad Manager account requires knowledge of the platform which (again, like Google) is always changing and needs regular monitoring and adjustment.  Initial account setup can be confusing.  If you’re having trouble with your business page and ad account, here’s some guidance that should help get you started.  Once you’re set up, here’s a few helpful hints when you’re creating ads.  Or, just give us a call and we’ll get you squared away.

Check out a few client pages where we routinely run social media posts and ads:

Bishop Museum

Ko Olina Golf Club

Montessori Community School

The Cookie Corner

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