Once upon a time, for a business to be visible, a neon sign was all that it took. It was a local marketplace, most often the business owner knew their customers personally and would discuss the days happenings, talk about the latest trends and show new products to customers from within the shop. The customer understood what that business offered and valued and how they treated their customers.

In 2020, we operate in a global marketplace, businesses communicate the days happenings, talk about the latest trends and show new products on their social media platforms. Its all about telling your story and being seen by both your existing customers and potential customers.

Understanding social media and its value as a marketing tool, can unlock a world of potential new customers. Let’s start with a few fundamentals about social media, and Facebook in particular.

What is posting?
Posting on social media involves sharing content (such as updates, images or videos) to your business’ page for other people to see. These posts will be shown on your business page and appear in your followers’ news feed. Posts are free and a great way to communicate with your potential and current clients, however it is restricted as to how many people see this content. 

What is boosting?
A boosted post is a post to your Page’s timeline (see posting above) that you allocate advertising budget to in order to boost it to an audience of your choosing. This is the most basic type of advertising you can do on Facebook and allows a larger audience to see your content, compared to a basic post, however it does not have allow for as much customisation as Facebook advertising.

What is advertising?
Facebook Ads are created through an Ads Manager account and allow more advanced customisation. This includes the ability to choose your objective (likes, website clicks, app installs, website conversions, offer claims, video views, etc), select your audience (including custom and lookalike audiences), your ad placement (such as Facebook, Instagram, Messenger, or Audience Network), budget and format (image, video, slideshow). This advanced customisation allows you to be strategic and precise with your Facebook marketing and spend, maximising your campaign objectives. 

Whether you are simply posting, boosting a few posts or running Facebook Ads, social media can be used for a variety of purposes.

  1. Build Awareness
    Although your neon street sign will allow customers in your suburb to become aware of your brand, social media platforms allow you to reach potential customers around the world. By simply seeing your logo and content on social media platforms, more and more people can become aware of your business, what you offer and what you stand for.
  2. Communicate Authority
    By sharing your insight, knowledge and experience on your social media channels, you are able to demonstrate expertise and communicate authority in your professional field.
  3. Show Authenticity
    Social media is not about the hard sell, it’s about communicating your story. Sharing authentic and meaningful content allows your customers to understand who you are and what you represent, building a relationship with your brand.
  4. Encourage Engagement
    In order to build an ongoing relationship with your current and potential customers, it is important that they feel as though they are part of the conversation. Encourage engagement in your social media pages by creating polls, asking questions, responding to comments and sharing customer experiences.
  5. Provide Support
    No matter how big or small a purchase is, customers expect a certain level of support from businesses. You can provide this support on social media by responding to customer messages and comments in a timely manner, sharing relevant content that your audience finds interesting and useful, and ensuring that negative reviews are handled in a positive manner.
  6. Grow Affordably
    As discussed earlier, social media can be used as a marketing tool through a variety of posting and advertising types. No matter your budget or goals, in this digital age, social media is certainly a cost-effective platform to build your brand awareness and grow your business.

At Kis Marketing, we live and breathe the world of digital and offer complete social media management for your business. Whether you just want a presence on social media or you are looking for a complete social media strategy and execution, we offer cost-effective packages to suit your needs. Find out more at https://www.kismarketing.com.au/social-media-management/ or contact the Kis Team on (02) 4934 4556.

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