Facebook Marketing Strategies Tips.

Digital Marketing and Facebook Marketing Strategies.

In this first Chapter we will look into some Facebook marketing and digital marketing trends that are affecting the way companies do business. The first five are related to digital marketing in general and the last five are trends related to Facebook.
These 10 trends and strategies serve as an introduction and in the following Chapters you will find more detailed tips and strategies related to them. Digital Marketing Trends

1. Focus on your customer purchase funnel It used to be that you could just post information in your local newspaper to let people know about your products and services. Today, successful companies need to analyze and create a customer purchase funnel, also called a sales funnel.

1.1 illustrates this point. It shows a sample sales funnel showcasing three different levels customers go through before buying your product. Leads - People who see your content or information:

These people maybe have seen your Facebook ad, but are not taking action since it’s the first time they’ve been exposed to your company and need more information in order to move the next phase. Prospects - People who become interested but are not ready to buy yet: These people are comparing options and typically need more interaction to generate trust with your company. Customers - People who bought your product:
Your task is to identify what special characteristics they have, in order to target these kinds of people with your Facebook promotions, and to communicate with them to try to get them to endorse your product to their friends.

Companies with products that have high transaction values tend to have more levels in their marketing funnels, while companies with low priced products have simple sales funnels, as presented in

1.2. A central component of the successful sales funnel is email marketing, since it allows you to capture your leads’ information and keep in touch with them. You should segment customer information in your email marketing tool or CRM
(customer relationship management tool) so that you know how many people your company has in each level of the sales funnel.

How you can help customers move to the next phase in the marketing funnel Here is a list of items which help customers to move faster toward the next phase in the funnel and toward the purchase decision:
Give valuable content for free: This content can be in different forms and needs to be interesting and relevant to the initial problem that the customer has.

Offer more opportunities for engagement: Customers need more opportunities to communicate with your company on different platforms. Generate trust and credibility: Share customer experiences and case studies. Survey your buyers and ask why they bought your products, and use that information to improve your funnel. Track results in each level of the funnel: Analyze the results in each level of the funnel and use that data to improve and modify your funnel.

2. Accept the fact that consumers’ attention spans are getting shorter
The strong growth of the usage of portable mobile devices and digitalized lifestyles in general has significantly changed the way people consume content on the Internet. According to several studies, consumers’ attention spans are getting shorter all the time and companies need to adapt their marketing strategies for this new trend. Make content that is easy to consume:

Typically this means creating shorter content so that consumers can consume it before getting distracted and moving to the next thing. With content I refer to videos, photos, GIFs and articles, just to name few. A long form content still has its place for consumers who already know you and your company, but for most new potential clients you need to create short and interesting content. Make the beginning of your content count:

The first paragraphs of your article or the first 4 seconds of a video are the most important, as you need to invite consumers to consume the rest of your content. Using questions in the beginning of your content normally helps to get consumers’ attention. One strategy to tackle the shorter attention span is to generate content that is highly personalized and relevant. It is also very important to learn how to analyze the results and modify your content accordingly.

In general, the greatest challenge right now is how to capture and keep people’s attention when they view your content. Smart companies are already adapting their content accordingly and you should do the same.

3. Have more customer contact points Traditionally it used to be sufficient for companies to only have a website, but today consumers demand more engagement and communication via different points of contact and pieces of content before they perceive your company as trustworthy. These customer contact points are also called touch points, and here is an example of how Facebook allows businesses to connect with clients using multiple touch points: Imagine that you share information and content with the client on your Facebook Business Page.

After that, the client goes to Instagram and sees your new video which is related to the content he or she already saw on your Facebook Business Page.

After that, the client will send a WhatsApp message to you or contact you via the Facebook Messenger app to ask for more details about your product.

Interestingly, all the platforms mentioned in this example (Facebook Page, Instagram, WhatsApp and Facebook Messenger) pertain to the Facebook ecosystem. One of Facebook’s goals is to create more tools for small businesses so that companies can generate more business within the Facebook ecosystem.

4. Recognize the increasing importance of paid advertising In today’s world, customers are turning away from impulse-buying and want to learn more about a company before buying its products. Customers are often distracted, but recognize that they have a choice when it comes to the businesses they choose to support, so they tend to require more touch points (or points of contact) with the companies they buy from. Paid advertising is the best way to meet these needs.

Online paid advertising, and most specifically, advertising through Facebook, can offer a great way to generate new leads, targeting potential customers who have not yet interacted with your brand, and to stay in contact with your current customers, letting them know about additional products or services that may be helpful to them. It’s not always about making a sale with paid advertising. Sometimes, just ensuring that the customer is mindful of what your company is doing can indirectly increase sales.
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