With over 3 billion monthly active users, Facebook is undoubtedly one of the largest social media platforms that brands can leverage for building awareness and engagement. However, merely having a Facebook presence is not enough – brands need to have a solid social media strategy that focuses on creating engaging content, building communities and driving actions through compelling calls-to-action.
In this article, we explore the usefulness of Facebook for brand building.
Connecting with Target Audiences
One of the biggest appeals of Facebook for brands is the ability to laser target advertisements to reach very specific demographics and buyer personas. The depth of data available allows brands to define audiences not just based on age and location, but also interests, behaviors, purchase intent and more.
This level of granularity helps serve highly relevant content that meets the needs of different audience groups. With a clear perspective of who their customers are, brands can tailor content accordingly for better engagement.
Building Brand Loyalty through Communities
Facebook Groups and brand-owned communities allow businesses to foster social interactions between customers. This cultivated sense of community strengthens the emotional connection people have with brands, driving higher loyalty. For instance, Nike created a Facebook Group for their NikePlus running community to share running routes, advice and accomplishments. Such niche communities unite people with shared passions, organically increasing advocacy and retention for the brand.
Increasing Awareness through Organic and Paid Reach
Well-optimised brand pages and posts allow content to appear organically in news feeds of relevant people.
Facebook ads make it easy for brands to get content in front of specific demographics that they want to target. Testing different formats like video, carousel and collection ads can also impact branding KPIs. Continual optimization over time helps boost brand consideration and equity via Facebook. Working with an experienced agency, like We Are Polymer, can help improve the reach and effectiveness of your ad campaigns.
With the ability to track metrics like page views, post reach and link clicks, brands can continually refine content and targeting parameters for wider awareness.
The highly measurable nature of Facebook campaigns compared to traditional media makes it easier to dictate ROIs.
Driving Sales through Lead Generation
Facebook supports lead generation and sales objectives through multiple tools – website clicks from posts, lead ad forms, Facebook shops and more allow brands to drive direct or indirect sales. Tracking the number of form submissions, online catalogue purchases and other conversion metrics provides clarity on what’s working.
This data can feed into strategy to further optimise funnels. With rising competition, having a lead generation framework ensures brands continue acquiring customers through Facebook.
When leveraged effectively, Facebook delivers immense value across brand-building KPIs – from awareness and consideration to retention and advocacy. A data-driven approach to content, community building and conversion funnels is key to maximising results. While early on it was seen as just a branding channel, the array of tools now available on Facebook makes it an essential platform for direct response alongside brand marketing.
With digital adoption growing exponentially among both young and mature demographics, having a strategic presence on Facebook is a must for brands looking to stay relevant.
