Using Gary Vaynerchuks Influencial “Jab Jab Jab Right Hook”, current statistics, and personal experience to deliver the four Key concepts business owners need to know.
Why Facebook is for Every Business:
- 82 percent of 18 to 29-year-olds online in the U.S. use Facebook.
- 79 percent of 30 to 49-year-olds online in the U.S. use Facebook.
- 56 percent of U.S. online users ages 65 and up use Facebook.
Although these statistics are from US users, we have seen very similar statistics for Canada. Counter to the belief that social media is only for young people, everyone is using Facebook and you can almost guarantee that your target falls within the over 1 billion users. So let’s get into it.
4 Key Concepts When Using Facebook for Your Business:
1) Make it for Mobile: There are 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year.
As a growing portion of users are accessing Facebook thought their cell phone and side ads disappear sponsored stories are more important than ever. You want to make sure that your content is content for the mobile users, what that means to you depends; but there are some things to keep in mind. For example; if you have text on a photo it may be too small to read on mobile although it may be readable on desktop. When having your graphics designed, it’s good to review it on your desktop as well as your mobile prior to publishing to assure that it looks suitable on both devices.
2) Sponsor Your Stories: Facebook is rewarding good content by giving it greater reach and has great data on users and analytics to take advantage of.
Facebook is only allowing your post to be seen by 3-5% of your own fans when you make a post. If your content receives lots of engagement it will be seen by a higher proportion of your fans, therefore the more interesting your content the more people see it. You also have the option to pay for it to be seen by a higher proportion of your fans through sponsoring stories (or paid advertisements). This feature limits the users newsfeed so that it isn’t flooded by ads. However it is forcing companies to put out higher quality content which will cost you a little more but will in turn keeps more users interested in what you have to say. This is a big opportunity as Facebook not only allows you to test their insanely large database of users but lets you save money by paying less if your content receives good engagement. The price of having sponsored stories is determined by how much your competitors are willing to pay for that same fan base. Using this feature with properly targeting your efforts will allow you to provide content that your target audience truly find valuable. This is also widely referred to the best value for your dollar by many marketing experts.
3) Targeting your Effort: Facebook has a giant database of demographic information and they allow you to target your audience extremely specifically.
You can test your content on different demographics, users that like certain pages or content, have certain interests, their salary, amount of children, and even their favourite food to eat. Facebook analyzes all the data of a user for you so that you don’t have to. You can then choose the content that has been performing the best and put more resources into distributing it. You can also change your content for each segment of your target market, for example, new balance may have a completely different content when targeting youth from 15 to 18 compared to 55+ range even though new balance is popular with both demographics.
4) Get Views with Video: 8 billion average daily video views. Facebook users rack up 100 million hours of daily video watch time. No one is listening! : 85 percent of videos on Facebook are
watched without sound on.
With this information if you have video with audio it is extremely
beneficial to add subtitles to the video in order to not lose this 85% of your market. 74% of total ad recall is achieved in 10 seconds of Facebook Video Campaigns. Short 30 second videos that tell a story or convey an emotion to your audience may be the perfect place to start in order to create ad recall and get your message across to your target audience. Once you have success with that you can move to Longer 4 -5 minute productions which capture your emotional attachment to your brand or company, this has also been found successful.
There are many more factors on successfully using Facebook but these are four main factors you can focus on to grow your business. I recommend you check out Gary Vaynerchucks book Jab Jab Jab right hook for a more detailed analysis.
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Thanks for reading.