Even before the pandemic, a lot of SMEs (and even bigger companies) have already considered Facebook as their main marketing and sales tool because of its dynamic functionality. It lets you post your product or service for free and also engage with potential buyers or clients. Now that the business tool is already available, the next question is, how do you use it for your business?
In an interesting blog post, Brian Halligan of HubSpot presented the question, "Your solution should already be working for you if you're starting today with Facebook." He cited studies showing that if you have a strong branding on Facebook, that translates into higher conversion rates (the number of customers that convert from virtual visitors to actual sales). Thus, it stands to reason that if you want to sell more products or services, you should consider reaching out to your Facebook target audience. However, this poses another question. How do you identify potential customers on the social network?
Before we explain how you can identify your potential customers, please keep in mind that “everybody’ is the worst answer. Targeting everybody will get you little to no sales at all. Now on to the topic.
Identifying your target market. First thing you have to know is that you have to narrow down your target. If you offer printing services in Manila, you have to ask yourself if you can supply prints to those who are from a far away city. One of the best things to do is to profile your target customers. Profiling lets you get a clear picture of who your customers are, where they’re from, their interests, etc. If possible, create at least three profiles. You may follow the shortened version below:
Produce three (3)
Describe your product or service. Once you've identified potential customers through the exercise mentioned above, you need to provide more information about your product or service. If you are a digital product retailer, for instance, you can talk about the latest releases and news regarding your product lines. If you focus your conversations on updates within the digital world, you may attract more Facebook users who are interested in digital products.
Connect with your audience. In addition to attracting potential customers to your business, another way to drive Facebook traffic to your website is by engaging with your target audience. Facebook users love communicating with people who are like-minded or who share similar interests. If you create a business page for your e-commerce site, you can share posts that highlight your products or services and ask engaging questions to spark interest. Just as with any other social media site, interacting with your target audience can help you establish your brand and gain trust in a short amount of time.
Bank on Your Expertise Once you become known as an expert in your field, more people are likely to purchase your product or service. As a result, you will be the one of the first (if not the actual first) brands that will come to mind when people decide to buy a product that is related to your company.
Keep your audience updated. By providing updates through social media, you can improve customer satisfaction and keep your customers coming back to your website. Your customers will also be able to easily contact you if they have any issues or questions.
Aim for Product Feedback You can also share reviews from existing customers to further increase loyalty and word of mouth promotions. Make sure that the reviews you share on your website are helpful and honest. Avoid promoting your store by creating sales posts that only give a positive review of your product. Instead, focus on information about the product that customers need. The more useful information you provide, the more likely your customers are to buy the product.
Once you nail these things down together, you will have a clearer picture of who your target market is. You’ll then get to know them better and learn the best way to market to them. You’re welcome.