What are the Advantages of Using Facebook For Marketing? & Types of Users Available on Facebook
Here, we discussed the popular social media platform, the Advantages of Using Facebook For Marketing? and the Types of Users Available on Facebook.
Facebook is a social networking site that lets you connect and share with family and friends online. It allows users to share pictures, music, videos, and articles, as well as their own thoughts and opinions with whomsoever they like.
Shared content can be made publicly accessible, or it can be shared only among your friend’s list or with a single person.
What are the types of users available on Facebook?
The researchers say that there are four categories of Facebook users are relationship builders, town criers, selfies, and window shoppers.
Relationship builders are the type of people who will respond to others’ posts and use other features to fortify the relationships they have with people in the real world. They use it to express their feeling/emotions towards others.
Town criers are users who use the platform to inform others about the events that are taking place around them. This kind of user would mostly repost a news story or announce an upcoming event, but they’re generally much more reserved when it comes to posting status updates or uploading pictures of themselves.
Selfies are users who use the site to self-promote them with status updates, pictures, and videos. But unlike relationship builders, these users often put an effort into their posts to grab attention through likes and comments.
Window shoppers are users who feel some sort of social obligation to have an account on the site but rarely use the platform’s features to post updates or pictures. These users use the site just to be more likely to read others’ status updates and posts without feeling the need to contribute themselves.
What are the advantages of using Facebook for marketing?
1. Reach a Wide Audience
Undeniably, Facebook provides advertisers with one of the largest user bases. As of July 2020, according to Statista, Facebook has more than 2.6 billion users worldwide.
That is more than any other social media platform and second to perhaps only Google’s search users. No matter to whom your business targets, you should be able to find your desired audience profile on Facebook.
2. Alignment with Both B2C & B2B Businesses
The B2B space is competitive, which means B2B marketers must be combative when leveraging Facebook. But with the correct targeting factors, ad format, messaging, and off-Facebook user experience on your site, there is an opportunity for success.
For targeting new users, Facebook offers various targeting segments that align well with the needs of B2B:
- Employer’s name.
- Job title.
- Employment industry.
- Interest industry.
- Employer’s company size.
- Business travellers.
Another B2B tactic worth pursuing is creating a lookalike audience based on the existing email list, website visitors, or customer base at present.
3. Audience Transparency
While some programmatic networks offer similar audience targeting capabilities, Facebook’s audience reach is highly transparent; they provide you with the type of audience you want to target.
By virtue of self-selecting the audience you want to target, your business has a high level of control and transparency over the audiences you target.
Fans: Your Facebook followers.
Friends of Fans: Users who are friends of your followers/friends.
Behaviours or Interests: Users who meet the criteria you selected based on self-reported criteria.
Remarketers: Users who have previously visited your site.
While other platforms will auto-optimize your placements, segmenting your campaign on Facebook based on these known audience clusters positions you to derive insights.
In both cases, a campaign may perform well.
However, in Facebook, you will be able to see what segment performed the best leading in over a time period that will give you an opportunity to continue testing and refining strategies.
4. Psychographic Targeting
Facebook’s targeting capabilities allow targeting by a wide range of lifestyle characteristics, such as interests, life events, behaviours, or hobbies.
This allows not only targeting with better precision but also aligning digital strategy with offline tactics ensuring that the same behavioural criteria are used across your entire marketing channel mix.
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5. Variety of Ad Formats
With a range of 10 Facebook ad formats, it leads the social media platforms in the ad options.
For each target marketing funnel stage, there are a couple of available options, in which image and video ads most commonly used.
Nearly all ad formats accommodate some text and visual elements providing you a substantial opportunity to both describe your products and showcase your business.
Sponsored Posts is one of the ad formats in which, especially if your business allows others to post on its feed. Boosting a user-generated post on your feed is bound to increase further engagement with other users.
By contrast, user-generated content is organic, effective, and agreeable so people are less likely to be on the defensive if seeing it.
6. Drive Traffic Directly to Your Site
Most of the users open Facebook with the intent of staying there to browse its content.
However, if your ad is compelling and targeting, the ad will be sufficiently enticing for the user to leave Facebook and reach your site.
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